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  • Adobe study: Indian brands lead in generative AI, transforming team structures

    Adobe study: Indian brands lead in generative AI, transforming team structures

    Mumbai: Adobe released the Digital Trends 2024 Asia Pacific and Japan (APJ) report indicating how Indian brands are embracing the generative AI deployment. Brands across the Asia Pacific and Japan region are set to make major near-term organisational changes to scale up adoption, revealing a dynamic shift in the region’s digital landscape. As per the findings of the report, Indian brands are leading the charge, showcasing their exceptional data capabilities and unwavering commitment to governance frameworks. These strengths are driving their prominent position in the adoption of generative AI, setting them apart as pioneers in technological innovation. The report also highlights India’s role in shaping the future of AI, emphasising its influence in advancing industry standards and ensuring the ethical use of emerging technologies.

    According to executives among Indian brands, 52 per cent leverage data and algorithms to deliver personalised website experiences, the highest in the region. Additionally, 38 per cent employ generative AI to craft customized emails, messages, and other content, further demonstrating their leadership.

    Stage of generative AI adoption within the organisation according to senior executives 
    (evaluation vs implementation of full or initial solutions/pilots)

    However, while executives are confident their generative AI rollouts are advancing to plan, many day-to-day users hold a different view. Across APJ, just 4 per cent of executives say their organisation doesn’t have a formal generative AI adoption strategy, which rises substantially among practitioners.  In India, 45 per cent of Indian organizations have generative AI solutions in place and are assessing their effectiveness, while 27 per cent have pilots underway.

    Agree that no formal generative AI adoption strategy exists 
    (senior executives vs practitioners)

    “Indian brands are confidently deploying generative AI while enhancing their productivity on a larger scale. This innovation offers a distinct path to integrate data, anticipate customer needs, and provide more targeted and timely content delivery. However, despite a broad desire for adoption, only a few brands are adjusting their strategies to fully leverage these benefits. Those at the forefront are leading with higher consumer loyalty, efficient conversion, and trust,” said Adobe India’s director of marketing Anindita Veluri.

    As a leader in AI and a trusted partner, Adobe is working closely with brands across Asia Pacific as they transition generative AI initiatives from experimentation into enterprise-level deployment. By integrating generative AI into the Adobe apps that marketers already use including Adobe Acrobat, Adobe Photoshop and apps within Adobe Experience Platform, it can more easily be adopted into exiting workflows, all in a commercially safe way, backed by enterprise-grade security, privacy and compliance.

    The report confirms that among APJ brands, generative AI integration is a key digital initiative that is most likely to support brand growth in 2024. As a result, most brands are developing guidelines for responsible use of AI (73 per cent) and aligning a comprehensive AI roadmap with broader business goals (71 per cent). In India, 70 per cent of senior executives feel well-prepared to implement governance and ethical guidelines for generative AI, and 58 per cent are actively investing in governance frameworks—14 percentage points above the APJ average.

    Brands to adapt organisation structures, skills and data capabilities for AI era

    Brands anticipate significant changes to operating models and organisational structures to support generative AI adoption.  By the end of 2024, Indian brands plan to leverage generative AI extensively for content production, demonstrating their commitment to enhancing digital customer experiences. Specifically, 80 per cent of Indian brands expect to use generative AI for idea creation and concepting, allowing skilled employees to finalize these concepts. Additionally, 76 per cent aim to utilize generative AI to auto-update live content—ranking highest globally—and to adapt existing content for different audiences, products, and regions.

    Changes to organisational structures expected by mid-to-end of 2024 to support generative AI adoption

    Executives are also prioritising initiatives to help employees upskill and provide clear guardrails for using generative AI. The top-rated is advanced AI skills training for key staff (47 per cent), followed by policies for ethical and secure generative AI usage (45 per cent).

    Over two-thirds of APJ brands also believe that generative AI will transform data analytics and management more than any other part of the organisation. They also recognise that data capabilities and governance are a cornerstone capability, with most planning to increase investment in customer data management in 2024. Within APJ, this is highest in India (75 per cent).

    Sub-regional highlights and comparisons

  • Cricket and festive shopping: A winning combination for brands

    Cricket and festive shopping: A winning combination for brands

    Mumbai: The festive season is now close enough for shoppers to seek amazing deals and fill their carts with the best offerings. As the excitement builds, brands are zeroing in on the most effective campaigns to capture the attention of these eager shoppers. And what better way to stand out than through the universal appeal of cricket? Starting 19 September , the lineup is thrilling, with the Indian team battling for glory against major rivals: Bangladesh, New Zealand, and South Africa. By integrating the excitement of high-stakes cricket into festive campaigns, brands can tap into collective enthusiasm, driving higher impact and resonance.

    Team India will step on the crease for two Tests and three T20Is against Bangladesh from 19 September to 12 October, three Tests against New Zealand from 16 October to 5 November, and four T20Is against South Africa from 8 November to 15 November. These T20Is and test matches offer advertisers a prime opportunity to connect with audiences and add to the festivities across Navratri, Dussehra, Karwa Chauth, Dhanteras, Diwali, Bhaidooj and Chhath Puja.

    With JioCinema and Sports18 holding the digital and TV rights for these matches respectively, the comprehensive coverage will enable highly targeted and impactful media campaigns. It means potentially reaching out to over 630 million passionate fans, across devices – wherever they are tuning in from! With millions of viewers opting to watch the matches on CTV devices, including 4K experiences, brands can also target premium audiences who seek top-quality experiences and are likely to make high-ticket purchases. Leveraging comprehensive coverage, innovative ad formats, and precision targeting across 80+ cohorts, brands can ensure their campaigns are engaging and effective throughout the festive cricket period.

    The festive season is synonymous with increased shopping and spending. Over the past two years, this period has seen a remarkable 30 per cent increase in auto sales, reflecting a strong consumer appetite for high-value purchases and new vehicles during the celebrations. Credit card spending has risen by 1.3x, highlighting a significant boost in consumer confidence and willingness to spend on varied goods and services. Lifestyle and apparel sales have experienced a 1.6x increase, underscoring a heightened focus on personal and fashion-related purchases as consumers indulge in festive shopping.

    This year, 50 per cent of consumers are preparing to increase their online spending during the festive season, driven by the convenience and variety offered by digital platforms. As Indians embrace celebratory shopping sprees, brands must leverage this surge in expenditure. With its broad appeal, cricket provides the ideal backdrop for marketing campaigns that tap into the season’s shopping trends and consumer enthusiasm.

    Compared to Kantar India benchmarks, brands have witnessed a two times uplift across Brand KPIs by advertising on bilateral tournaments with JioCinema. The remarkable results underscore the significant impact of integrating cricket into advertising strategies. With the festive season approaching, the impact is anticipated to be even greater, and brands must stand ready at the crease to maximise their reach and engagement.  

    Brands can tap into Fence Ads for high visibility during live matches, Midroll Carousels to create engaging experiences during the breaks and Expandable CTAs to encourage fans to take immediate action. Social Banners and Scorecard Branding can help brands own the exciting conversations around live matches, enhancing the viewer experience. Branded VODs can facilitate deeper engagement by tapping into key match moments and Frame Ads ensure consistent visibility for the time viewers spend outside the live, consuming on-demand content.

    Combining these formats with precision targeting across over 80 audience cohorts allows brands to tailor their messages to specific segments, maximising relevance, and impact. This targeted approach ensures that campaigns reach the right people, enhancing effectiveness and ensuring brand messages resonate strongly with their intended audiences. Brands must make the most of India’s excitement for cricket to make a memorable impact during the festive season.

  • “Luxury market is to hit a $82 billion market by 2030”: Fashionv3rse’s Mithun Bhardwaj

    “Luxury market is to hit a $82 billion market by 2030”: Fashionv3rse’s Mithun Bhardwaj

    Mumbai: Fashion and luxury are undergoing a transformative journey, with sustainability, innovation, and consumer resonance at the forefront. In this dynamic landscape, The House of Fashionv3rse (THOF) emerges as a beacon of change, challenging traditional norms and redefining the premium retail environment in Bharat.

    Led by visionary Mithun Bhardwaj, THOF is not just a marketplace; it’s an ecosystem of powerful brands united by a commitment to quality, sustainability, and disruptive narratives. From democratising India’s manufacturing infrastructure to curating compelling in-house brands, THOF embodies a new era of luxury—one where innovation, technology, and aspirational values converge to shape the future of fashion.

    Indiantelevision.com caught up Fashionv3rse founder Mithun Bharadwaj to gain deeper insights on the brand’s genesis, future of fashion industry, its connection to LVMH and much more…

    Edited Excerpts:

    On envisioning the future of the fashion industry, particularly in terms of sustainability and innovation, and your brand’s alignment with these trends

    It is now obligatory to move towards sustainable practices, it’s not left to choices anymore. We are all responsible in every way to contribute, however we see this in-depth responsibility in the current format of many brands and especially marketplace models hence we decided to declutter the current clutter they have been building. We were more than ready to bring in an ecosystem such as ours to make a paramount change at large, first we don’t need so many products and brands just to fill in spaces and some underrated agenda of a marketplace but we need the right stories and brands which is there to fulfil a lifestyle need without being in abundance most of which is ideally useless, if you will pick up their data, you would realise how many of those products actually bring in the revenue, why build so much in the first place with no direct supply chain control and sell at deep discounts to entertain return and return by confusing a consumer and hence, a group of selected brands with complete control of supply chain was the first step followed by operating, going to operate with compliant factories which are fully equipped towards conscious practices and our narrative and categories themselves are an equivalent to conscious consumerism not only in the product but also in the buying and selling behaviour. We are going to call our cloud factories “craftsmen workshop” with ethical practices.

    On the evolving landscape of luxury and brands staying relevant in an ever-changing market

    Luxury market is to hit a $82 billion market by 2030, with Jio Plaza opening up to major global luxury brands, increasing credit penetration in India and many such factors, it is screaming for us to build homegrown premium brands, however when people launch brands, most of them launch it with an idea of inventory building rather it should be focused on deep rooted consumer connect and problem solving capabilities in some form, sales will become its by-product and inventories will be planned better. The spending capacity and demographic dividend and the traditional root of India being driven by a status quotient, it is all lining up well to give our consumers the right set of luxury which is also accessible for a larger audience and once you find your niche, you won’t struggle to stay relevant.

    On your inspiration behind embarking on the journey of creating THOF, and how does your vision for the brand differ from traditional fashion ventures

    It’s a mix of many factors, the most important of which was to upgrade both the brand eco-system and consumer offering. The industry has evolved, the platforms haven’t. Their innovation is limited to offering more discounted offers and adding more brands and killing the environment. They are all decades old. Again, there is a dire need for a vertically integrated platform and a group which dares to build an audacious vision. Circling back to fusing in the rich backend manufacturing infra of our country to the frontend consumer and bring them what they ship to global brands.

    Even the biggest of the export houses are doing millions of dollars of revenue are job workers for international brands feeding and funding the west everyday unknowingly and knowingly and here we are more than ready with our appetite for consumption which is being spoilt everyday by people not thinking big and entering just watching shark tank India with no agenda to bring in change but get valuation and funding as an ultimate goal. Such major loopholes helped us channelise THOF as a game changer.

    On THOF’s “Ghost factory” model and its democratisation of India’s manufacturing infrastructure while maintaining a focus on sustainability and quality

    Ghost factory aka cloud factory model is one of the most interesting part of our backend supply chain. When you partner or bring in a large compliant factory producing millions of pieces as your confounding team, you have chances of being lost as a new kid on the block in that unit. We were cautious of such an outcome, also technology works the best in an environment built to control the supply chain and since we are integrating blockchain for traceability and sustainability, the cloud factory set-up inside a compliant factory made a lot of sense from every perspective.

    On an in-depth understanding of LVMH and its connection to THOF

    LVMH is one of the largest and richest group in the whole world. We are all talking about Thrasio model or Mensa brands or house of brand etc, however these guys did it back in the day, they launched primary brands and acquired the rest, build a platform with over 75 brands today catering to lifestyle categories, it’s a beautiful business model if decoded, but one has to stick to the whole playbook and thesis of what they do and how they do it. They do not sell products, they sell status and aspirations, it isn’t just about the price point, it is the innovation and concept which plays the hero and that’s what intrigued us the most.

    India is ready in every form to have a structure as such, we cannot go back in time and spend 100 years as them to build legacy brands but we can build brands which can turn into legacy as today, in the digital era , we literally follow dog years. So, we are targeting all the categories that LVMH captures today, that is, fashion & lifestyle, alcobev, diamonds and beauty and hence we have concocted strong beautiful narratives in our brand portfolio with very strong and powerful brand names.

    On THOF’s purpose-led approach resonating with consumers, especially Gen-Z and Millennials, and contributes to the brand’s success

    Today consumers aren’t searching for products, they are searching for something in the product and that something is what we are creating. The youth is aware, today someone sitting in New York and Kanpur are literally watching the same content at the same time, the differential is the accessibility to acquire the same products today, that is what we are here to bring in and solve that aspirational quotient by building it into reality. The brands are an in-house portfolio, each one of them are concocted to cater to different senses of a human desire and want. We see a lot of need based products in the market today, unlike we are going to fulfil the “want”.

    On THOF comparison to cricket formats like test matches, one-day cricket, and the IPL

    IPL is the most intriguing format of cricket. It fuses entertainment with sport, hence we say Amazon & Flipkart are like the test matches, the first format of e-commerce industry who got the ball rolling, Myntra, Ajio & Nykaa, are like the one day cricket, which upgraded the lifestyle of the consumer and now THOF is the IPL which is going to disrupt by building a community of successful people consumed by those who would love to be successful and practice and manifest it from today. Every brand of THOF is like a team of IPL, with its own narrative, strength, strategy, determination, energy and people from multiple advents of industry and co-owning it with us to multiply the power of each brand and bring in their expertise.

    On THOF’s attempt to change the way people in India think about luxury by using technology and innovation behind the scenes, similar to big brands like Balenciaga, Amiri, Off White, Cartier, Hermes, and Tiffany’s

    It’s simple, luxury isn’t defined by price points, luxury is to have the right products, & THOF is going to offer the best products and statement pieces. With the integration of tech into product and understanding the playbook of these global brands, THOF is all set to disrupt and build India’s brands with global impact.

    On your plan to reshape the premium retail environment in Bharat and ensuring the products you provide resonate with the values and aspirations of today’s youth

    We are all set to democratise the rich backend manufacturing infrastructure as we have deeply penetrated in the area & guess what, the infusion of the same with is topped with some super interesting brand concepts, statements & aspiring product lines which is the key to disruption. Our firm grip on creates and storytelling, is further enhanced by our innovative “ghost | cloud factory” model which is termed as “Craftsmen Workshop “, which has transformed the way we execute this vision. Our in-house brand concepts are exceptionally compelling & by harnessing a fraction of your existing capacity, we are set to catalyse exemplary revenue growth within a few short years, culminating in a remarkable consumer community. We are here to exclusively feature in-house brands under one ecosystem, each with its own captivating narrative. This model, combined with our “variable Asset Light” approach, sets us apart as a venture with enormous potential which will lead to great profitability as well.

    As mentioned above THOF is going to be vertically integrated with control over the supply chain, pricing, designs, innovation, tech and the operations by democratising the rich backend infra of our country to front-end consumers. Reshaping the premium market in every way possible by capturing a large pie of the market cap.

    On Mithun Bhardwaj’s leadership transforming Fashionv3rse into a unique marketplace, distinct from traditional retail platforms

    Delhi has been famous to produce great minds and personalities such as SRK in his domain to Virat in his… Mithun Bhardwaj comes from the similar genre of personality but in the fashion & lifestyle industry, said by many veterans and advisors around. He is a commercially patriotic mind with a great mix of business brains and remarkable creativity. His vision is crisp and clear and so is the business model. THOF isn’t a marketplace selling many brands and products, THOF is an ecosystem of powerful brands backed by a robust supply chain control with a bold narrative and vision and only a true leader can dare to challenge the status quo and shatter the traditional definition by exhibiting brilliant theories under one roof.

  • Chandrika Raamz marks a decade of success

    Chandrika Raamz marks a decade of success

    Mumbai: Chandrika Raamz, the leading luxury menswear brand helmed by visionary designers Raamz and Chandrika, celebrates a decade of sartorial excellence. Over the past ten years, Raamz has cultivated an impressive portfolio, garnering a loyal clientele that includes A-list celebrities like Mahesh Babu, Allu Arjun, Ramcharan, Junior NTR, and Dulquer Salmaan, alongside renowned figures like the KCR family and also worked legendary actors like Rajnikanth, Chiranjeevi, Nagarjuna, and Balakrishna.

    Raamz’s and Chandrika’s dedication is further reflected in the brand’s recent summer collection, “Swinging City.” This playful collection, featuring bold colors like red, black, and white, showcases Raamz’s ability to seamlessly blend traditional with contemporary flair.

    Their designs have not only graced the esteemed Lakme Fashion Week runway twice but have also redefined luxury menswear in India. Chandrika Raamz caters to the discerning gentleman, offering a meticulously crafted selection of menswear that transcends fleeting trends. The brand boasts a comprehensive collection, including Dhoti Sets, Kurta Sets, Jodhpuri Sets, Shirt Sets, Sherwanis, Indo-Western pieces, and Jacket Sets. Each garment is a testament to Raamz and Chandrika’s unwavering commitment to quality and intricate design, resulting in timeless sophistication. For the younger generation, Raamz Jr., a dedicated line for boys, offers exquisite Kurta Sets, ensuring that fathers and sons can experience the Chandrika Raamz legacy together.

    Raamz and Chandrika’s dedication extends beyond flawless tailoring. Chandrika Raamz is a brand built on a foundation of unwavering dedication. Through sheer hard work, unwavering consistency, and countless sacrifices, both of them have established a label that commands respect and admiration within the industry.

  • Farmley goes 100 per cent palm oil-free across its product range

    Farmley goes 100 per cent palm oil-free across its product range

    Mumbai: Marking a significant step towards healthier and more sustainable snacking options for consumers, Farmley, a wholesome snacking specialist, has announced its transition to becoming completely palm oil-free.

    Backed by extensive research and development, Farmley, with a yearlong mission of phasing out palm oil with healthier alternatives like olive oil, ghee or zero-oil across its entire range of products, has further solidified its commitment to redefining healthy snacking for its consumers. Palm oil, a commonly used vegetable oil, has raised environmental and health concerns due to its high saturated fat content. In an industry where the development and sale of blended palm oil is the norm – which includes 80-90 per cent of palm oil and only 10-20 per cent olive oil – Farmley is one of the first brands that is 100 per cent palm oil-free.

    While creating a completely palm oil-free product range, Farmley has launched  the “Palms Off Palm Oil” campaign, to raise awareness among consumers about the harmful effects of palm oil on health. It also aims to educate consumers about the negative impacts of palm oil production on the ecology, as it contributes to deforestation, destruction of wildlife habitats and climate change.

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Farmley (@farmleyin)

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Farmley (@farmleyin)

    Expressing his delight in steering the transition to 100 per cent Palm oil-free products, Farmley co-founder Akash Sharma said, “At Farmley, prioritising the well-being and satisfaction of our consumers stands at the forefront of our mission. We began our journey 6 months ago to go completely palm oil free when a few of our  customers expressed resentment towards our products being made in palm oil during our regular customer feedback surveys. Customer feedback is not just a suggestion box for us; it’s a guiding light that impacts our business decisions. We are happy to be among the first to transition our entire range of products to being completely palm oil free by replacing it with zero-oil, olive oil, or ghee. While this move will cater to the health of the nation, from a business perspective, it will provide us a first-mover advantage into an emerging F&B segment, which focuses on food quality and health. As we continue to innovate and improve, we remain committed to providing snacks that are not only delicious but also mindful of our planet and its inhabitants.”

    A study published in the National Library of Medicine reveals that palm oil is used in almost half of the most commonly consumed food and consumer items, including popular snacks. Composed of 50 per  saturated fatty acid, it increases LDL or ‘bad’ cholesterol levels in the bloodstream, increasing the unhealthy fat content in the human body while elevating the risk of cardiovascular diseases in people.

    Farmley’s range of wholesome snacks is available on online commerce platforms including Amazon, Flipkart, Blinkit, Zepto and Instamart, along with retail stores near you.

  • Micro-influencers – for brands, smaller can be bigger!

    Micro-influencers – for brands, smaller can be bigger!

    Mumbai: What an interesting time to not have enough money to have Kim Kardashian do the marketing of your brand! With every endorsement, the persona of the celebrity goes larger, and so does their wallet, but using a big ticket money is not just money out from wallet, but may just be the noise of the noise bar.

    What brews better is catering to those who have a very niche followership – those who engage better with a smaller dedicated group!

    Sources like Emplifi have reported that micro-influencer-based sponsored posts on Instagram have an engagement rate as high as 91 percent. Micro-influencers may have ball park reach, but their relevance to the brand and to their audience builds the bridge of trust that no celebrity with millions of followers can.

    Celebrities including movie stars and sports stars may have a range of followers, but the demographics is better set for micro-influencers. Another aspect to consider is the fact that celebrities work with tons of endorsements, often many of them in the same time frame. But influencers are more tiered in that particular manner. Hence micro-influencers do not have to be people pleasers, because they just do not have to be.

    There is a certain wholesomeness that a public figure has to maintain that is not the shade to be followed by micro-influencers. It is practically given that these people may also be doing certain other side jobs to finance themselves. Another issue is that one can trust any micro-influencer faster than a celebrity. It is a known gimmick that the celebrity may not even be an actual user, or may not even have tried the product he or she is so enthusiastically promoting. Ultimately, no one believes that the beauty bar of film stars may actually be the ones used by them to actually take a bath. But seeing a how-to video of cheek contouring by a micro-influencer is believable and more credible. The fact that lot of micro-influencers also accept payment in goods improves the belief that they are users too.

    Marketers can articulate returns so much better with a micro-influencer than with another public figure. It can be counted transaction to transaction, with lot more effort expended on the big ticketers.

    Another beautiful thing about micro-influencers is that while brands will like to work with known names, and celebrities want to work with brand names, micro-influencers can work with brands, irrespective of their status and position in the market. Legacy and heritage need not be the deciding factors because finally Victoria’s Secret and Mamaearth will all be needing a little help from these folks. Micro-influencers are special because they are with the common man, and yet a pedestal above. They are like the boy/girl next door who are just like you but can teach one skill better than that inaccessible distant star you know.  Reachable, snuggly and credible, they create aspirations for people to build a community that loves what they themselves love doing!

    The article has been written by School of Commerce, SVKM’S Narsee Monjee Institute of Management Studies, Indore Campus Associate Professor Dr Shilpa Sankpal.
     

  • How Nero India successfully revived Indian craftsmanship on their journey

    How Nero India successfully revived Indian craftsmanship on their journey

    Mumbai: Rishika Jain and Sambhav Jain embarked on a transformative journey that began with a passion for preserving and promoting traditional Indian craftsmanship inspired by the purity of nature and fluidity of water, their brand, Nero India, was born. Their vision is to revive age-old artisanal techniques while infusing them with modern aesthetics, creating an unparalleled experience for its patrons.

    Rishika and Sambhav recognized the immense talent and skill possessed by Indian artisans, which often went unnoticed in a rapidly modernizing world. They saw an opportunity to bridge the gap between tradition, modernity, and sustainability by infusing contemporary design elements with sustainable age-old techniques. Nero India aimed not only to revive dying crafts but also to make them relevant in today’s market. Nero’s mastery is evident in its adept fusion of hand-block prints with solid panels, a technique that creates mesmerizing contrasts and captivates the eye with its visual allure. The intricate Zari embroidery on an expansive range of fabrics, including Organza, Chanderi, Tissue, Velvet, and Cotton ensures versatility and luxury in every piece.

    The founders embarked on a mission to empower local artisans, providing them with a platform to showcase their craftsmanship to a global audience. By leveraging e-commerce platforms and social media, they were able to reach customers beyond geographical boundaries. Key to their success was their ability to adapt traditional techniques to contemporary tastes. Nero India stands as a testament to their vision, offering a harmonious blend of tradition and trendsetting innovation, akin to a true work of art that resonates with fashion enthusiasts worldwide.

  • Pink Love Sale live on Nykaa & Nykaa Fashion

    Pink Love Sale live on Nykaa & Nykaa Fashion

    Mumbai: With the season of love, comes the season of celebrating with all things lovely.  India’s most loved beauty and fashion sale extravaganza is here – with deals you cannot miss. Nykaa’s annual Pink Love Sale commences on 9 February and is ready to set the tone for love, romance, celebration and joy with unbelievable steals and deals in both beauty and fashion! So, if you don’t already have the two apps (Nykaa & Nykaa Fashion), this is your cue to download them now!

    We’re bringing you all the loved beauty essentials — must-have makeup, skincare, and hair care at upto whopping 50 per cent off on top brands such as Lakme, Maybelline, Nykaa Cosmetics and Tresseme along with amazing gifts on purchase of luxe products from brands like MAC, Kiehls and Huda Beauty. If you are impressed with Beauty, let us tell you that, on Nykaa Fashion, 2600 plus brands from international bestsellers, iconic collaborations, runway trends, and homegrown staples are up to 80 per cent off. Expect never-seen-before offers on RSVP, Twenty Dresses, Gajra Gang, Label Shaurya Sanadhya, Odette, Revolve, Ritu Kumar, Pipa Bella, Azai, and others.

    With the widest selection of 100 per cent authentic products from international bestsellers, iconic collaborations, runway trends, homegrown staples, free shipping and with over 5000 plus brands across beauty and fashion to choose from- this is one event you simply cannot and must not miss.

    On Nykaa Beauty: Major savings on luxe brands with M.A.C at flat 15 per cent off, HUDA beauty at upto 50 per cent off, Charlotte Tilbury at upto 20 per cent off, Buy two get one on Estee Lauder and Kama Ayurveda offerings, Too Faced at flat 20 per cent off and Laneige at upto 25 per cent off; last but not the least Yves Saint Laurent at flat 10 per cent off.

    Mega deals on makeup with brands such as Maybelline, Nykaa Cosmetics, Lakme, Kay Beauty, at upto 50 per cent off and brands like Bobbi Brown, Smashbox, e.l.f. Cosmetics at flat 20 per cent off.

    Skincare is not far behind with the much-revered COSRX at flat 20 per cent off and Buy two get one offer on Minimalist. Stock up on your shelf residents such as Cetaphil, Dot & Ke, Clinique, Plum, Neutrogena among others at up to 30 per cent off. Managing your mane was never this easy with Anomaly on buy one get one, Nykaa Naturals at 50 per cent off, L’Oreal Paris on 40 per cent off and Schwarzkopf Professional with minimum 20 per cent off.

    On Nykaa Fashion: With stylish gifts on every order, ample giveaways, exclusive offers on the latest drops, flash sales and more, rest assured that you will #StayStylish regardless of the occasion this season:

    •  Loved brands and styles from across the globe: Celeb-loved Revolve, Lipsy, Cider, Little Mistress, NA-KD at up to 80 per cent off and more. Among Indian brands, brands like Biba, Kalki Fashion, AutumnLane, W will be available at upto 60 per cent off
    • Heartland Pride: From #HiddenGems, brands such as Janasya at upto 80 per cent off, Aarke Ritu Kumar, Scakhi, Swatantra, Truebrown, Odette, upto 65 per cent off Chidiyaa, Teekhi Imli, Gayraa, Label Shaurya Sanadhya upto 55 per cent off, Everbloom, Gillori at 10  per cent off, and so much more
    • Lovely LUXE: What is Pink Love Sale, if it doesn’t make long-time designer wear dreams come true? Well with brands like House of Ritu Kumar at up to 65 per cent off,  Aanchal Sayal and Outhouse starting at Rs2,500, Masaba starting at Rs 990 (all products) and Rs 5,000 (apparel), Paulami and Harsh starting at Rs 8,500 and Love to Bag starting at Rs 4,400 among others
    • With love, from Nykaa Fashion’s house of brands: Get ready to pamper yourself as Nykaa’s house of brands has some of the most fetching deals. Fan favourites like MIXT, RSVP and Twenty Dresses, Likha, Gajra Gang, Nyri will be available upto 70 per cent
    • More and more, expect top accessory brands such as Yellow Chimes, Priyaasi, Pansh at upto 80 per cent off, Accessorize London and Aldo at up to 60  per cent off, Guess upto 40 per cent, Lavie and Caprese at upto 70 per cent off, Pipa Bella, Azai and Giva up to 50  per cent off

    Additionally, enjoy up to 70 per cent off on home, men’s and kids category as well to ensure you share the love .

    Hit the Nykaa and Nykaa Fashion app and shop now.

  • “We have tried to create a brand with a universal appeal:” MDPH’s Ankit Agrawal

    “We have tried to create a brand with a universal appeal:” MDPH’s Ankit Agrawal

    Mumbai: Immersed in the rich tapestry of cultures, incense sticks and perfumery have woven themselves into the sensory experiences of diverse civilisations. From ancient rituals to modern practices, the fragrant allure of incense has played a pivotal role in spiritual ceremonies and daily life worldwide.

    Mysore Deep Perfumery House (MDPH), a beacon of innovation, embarked on a transformative journey in 1992, infusing the world of agarbattis with creativity and quality. Evolving from Purab Paschim Uttar Dakshin to the iconic Zed Black in 2000, this perfumery powerhouse not only embraces cultural diversity but also stands as a symbol of aromatic craftsmanship, eco-conscious practices, and captivating fragrances that transcend time and borders.

    Indian Television in conversation with Mysore Deep Perfumery House director Ankit Agrawal gained insights on the brand’s genesis, USP, incorporation of eco-friendly practices, and much more…

    Edited Excerpts:

    On Mysore Deep Perfumery House’s launch, the journey till now, and Zed Black Agarbatti differentiating itself from other brands

    In the bustling city of Indore, a humble garage harbored the seeds of a groundbreaking success story. In 1992, Mr Prakash Agrawal took a bold step, channeling his entrepreneurial spirit into the world of agarbattis. Armed with a loan of Rs 5 lakh and a determination to excel, he laid the foundation of Mysore Deep Perfumery House (MDPH), a name now synonymous with innovation and quality in the agarbatti industry. Mr Prakash Agrawal’s entrepreneurial journey took a remarkable turn when he chose to challenge conventional wisdom and in the thriving Indian agarbatti market of the 90s, Agrawal saw an opportunity and seized it. He launched his own brand Purab Paschim Uttar Dakshin, thus breaking the stronghold of established agarbatti hubs like Bengaluru and Mysuru. He fine-tuned his offerings to suit local preferences, slowly but surely building a loyal customer base. The game-changer, however, was the introduction of Zed Black in 2000 and the brand rapidly climbed the ranks, setting new standards for the industry and capturing the imagination of consumers across India.

    One of the main differentiating factors of Zed Black from other agarbatti brands is that we have not used any divine images or spiritual symbols on our packaging. We have tried to create a brand with a universal appeal.

    On the role that fragrance plays in spirituality and religious practices in your opinion and Zed Black’s contribution to this aspect

    Incense sticks, with their fragrant whisps of smoke, have woven themselves into the rich tapestry of cultures worldwide, creating sensory experiences that transcend borders and time. From ancient rituals to contemporary practices, these aromatic wonders have played a pivotal role in shaping cultural expressions, spiritual ceremonies, and daily life across diverse civilizations. Since ancient times, Incense Sticks have been an integral part of cultures in many Asian countries like India, China, Japan, Lagos, Korea, Vietnam, Thailand, Cambodia and more.

    Recently, incense has experienced a resurgence in popularity, with people around the world incorporating it into their daily lives. As the world has become more interconnected, the use of incense has transcended cultural boundaries. Whether it’s the heady scent of sandalwood in an Indian temple or as a delectable ambience enhancer, incense has become a shared language of the senses, fostering a sense of unity in diversity and remain a testament to the enduring and universal nature of humanity’s quest for connection, tranquility, and the divine.

    On strategies that Zed Black undertakes to stand out during the festive seasons; some specific marketing initiatives or noteworthy campaigns that proved particularly successful for Zed Black Agarbatti and the key factors that contributed to its success

    Zed Black has over the years undertaken several initiatives to stand out not just in the festive season but also throughout the year. A major noteworthy campaign was the announcement of former India captain MS Dhoni as the brand ambassador for Zed Black. This was a coup of sorts as this was the first time we were able to use the image of brand ambassador on the packaging. When dhoop was not considered as a high-end product, we roped in Bollywood star Hritik Roshan to be the ambassador of Manthan Dhoop. These 2 signings helped to carve a place for Zed Black in the highly competitive Indian agarbatti market.

    We also tied up with IPL Team Delhi Capitals as one of the key sponsors for the team. Zed Black also tied up for the recent Ind vs South Africa Series. These global sporting events helped get more eyeballs on our brand which has led to more global expansion.

    On ZedBlack Agarbatti incorporating eco-friendly practices in its day-to-day operations as well as in production and packaging

    MDPH understands the need to be eco-conscious, so we are in the process of converting our manufacturing facilities to run on solar power. Our new facility in Rampipliya in Madhya Pradesh is running on Solar power. As a brand, we make a dedicated effort to reduce the carbon footprint and to provide a sustainable product.

    On different traditions influencing market trends for Zed Black Agarbatti and are there any new and unique fragrances that you’re planning to introduce

    Zed Black has embraced the cultural diversity of our great country. We have come up with several fragrances which are sold in specific parts of the country i.e. – Arij which is sold in Orissa or Pineapple fragrance which is sold in Kerala and Assam.

    We as a brand work closely with our on-ground sales team to understand the consumers mindset and introduce fragrances that will appeal to them. We have introduced bamboo-less Parfum Series Dhoop Sticks, fragrances like Yellow Champa, Attar Phool, Rose, and ever-popular Chandan are part of various segments like incense sticks, dhoop cones and more. Sambrani Dhoop which gives a feel of having a mini havan at home are popular amongst the masses.

    We have introduced Samarpan series which is into puja essentials under which we have camphor, puja oil, chandan tika and more. Beyond agarbatti and related products, the brand has ventured into edible oil, tea, hand sanitizers, confectionery, and more.

    On ZedBlack Agarbatti, ensuring customer expectations are met during festivals without compromising on product quality and brand reputation amid heightened consumer demand

    For this festive season, Zed Black has launched Zed Black Exclusive Series boasts of premium handmade products like Golden Myst 4in1, Sandalwood and Patchouli range which are exotic hand-rolled flora batti. The Zed Black Luxe series is the latest innovation from the house of MDPH, which is bamboo-less and long-lasting. offering a fragrance that would linger around and create a blissful ambience for a longer period. Launched in traditional Chandan, Gulab, Loban & Mogra fragrances, these are a perfect gifting solution if you are looking for an eco-friendly option. Our product range can be used in any festival, be it Navratri, Diwali or Chhath Puja.

    On ZedBlack Agarbatti leveraging social media platforms to effectively connect with and engage its target audience

    Zed Black and MDPH have leveraged social media by creating visually appealing content showcasing the product, sharing behind-the-scenes glimpses of TVC shoots, running promotions, and encouraging user-generated content. We keep our followers engaged through polls, Q&A sessions, and responding promptly to comments. We also boost visibility by utilizing relevant hashtags, collaborating with influencers, and hosting giveaways amongst other activities.

    On ZedBlack Agarbatti seamlessly integrating brick-and-mortar and e-commerce channels to enhance the overall shopping experience for customers

    Indian retail industry has seen tremendous change, especially in consumer behaviour and preferences. This is also the same in the case of the retail landscape for incense products, commonly known as agarbattis, which has undergone a transformative journey in recent years, marked by the contrast between online and brick-and-mortar sales.

    The rise of e-commerce and the allure of online shopping has not diminished the popularity of the physical presence of traditional stores which remains deeply ingrained in the fabric of Indian retail, indicating that the brick-and-mortar concept is here to stay. The ability to touch, feel, smell and experience products like incense sticks firsthand remains an integral part of the Indian shopping tradition and this fosters trust and confidence in the purchase decision of the consumer. Many brick-and-mortar stores in India are not resisting technological advancements; instead, they are adapting and integrating digital elements to enhance the overall shopping experience. Many traditional retailers have embraced e-commerce, offering omnichannel solutions that combine the convenience of online browsing with the tangible experience of in-store shopping.

    On expansion plans for the current fiscal year (FY24) and for the future and the target revenue the company has set for itself

    MDPH has seen exponential growth over the past few years. Our net sales have increased multifold since the previous fiscal. We have seen a consistent jump and double-digit growth since the last five years and now the company has seen 15 per cent quarter-on-quarter growth in revenue this fiscal as well. After making a mark with incense sticks and puja category, with our foray into F&B, confectionery, we are expecting a turnover of Rs 1000 cr by FY27.

    Besides Agarbatti and related products, we have expanded into the confectionary and candy business. We have set up a new plant and added new machines to increase production and have set up five to six production lines and expanding to more two to three production lines to increase the production of Din Din variants like lollipops, jellies, and candies.

  • Never underestimate the significance of creativity – Gaurav Kaushik

    Never underestimate the significance of creativity – Gaurav Kaushik

    Mumbai: Currently, consumer-driven marketing campaigns take further escalation by different paths of automation and creativity. No more exceptions are using only organic strategy to build a brand successfully. Possibly the peculiar campaigning is the epitome of the right blend of marketing mix. Marketing and Technology become two vital sides of the same coin, brands dynamics have changed after Covid 19, and Brands trying to be more focused and accessible to target audiences with MarTech agencies. These agencies have become key solutions to address KPIs in recent years.

    Gaurav Kaushik is an entrepreneur and visionary serving as the founder and CEO of Technians, a marketing and technology Agency. With a career spanning nearly a decade, Gaurav has consistently demonstrated his expertise in guiding businesses toward digital success with positive perceptions of brand building. He is a passionate marketer, a tech enthusiast, a go-getter, a wildlife enthusiast, and a dedicated mentor, exhibiting a unique blend of qualities that sets him apart in the corporate landscape.

    Under Gaurav’s adept leadership, Technians has flourished into a hub of creativity and performance, dedicated to helping brands such as HPE, Hitachi, Philips, OYORooms, Housing, TataMetaliks, JindalRealty, Faces Canada, Marvel Tea, Ananda, Campus, Vivo, Limeroad, Shein, Tresmode, Maruti Suzuki, Apollo, Max Healthcare, Canara HSBC OBC life, ICICI Bank, Carrier, tell their stories through innovative digital marketing and technology solutions.

    As a marketer, he has received numerous accolades over the last many years including Martech Conclave & Awards’23 by Transformance, Excellence in MarTech Strategy: Firmenich, Best Sales Enablement Strategy: Jindal Realty, Outstanding Use of Marketing Automation: Tresmode, MarTech Leader of the Year: Technicians, MarTech CEO Award: Gaurav Kaushik. He has achieved recognition for his leadership throughout his career. Here Indiantelevision.com exclusively interacted with Gaurav Kaushik about his vision and entrepreneurial journey. Gaurav Kaushik is a seasoned professional with a proven track record of guiding businesses towards digital success.

    Here are excerpts –

    On Journey of Technians –

    Technians, a leading MarTech agency, emerged with a vision to redefine the landscape of digital marketing and technology solutions. Fuelled by a passion for innovation, the agency excels in brand innovation, leveraging market research, proven strategies, and cutting-edge design to transform businesses. With over 800 B2B clients, including Tata and Hitachi, and 1200+ B2C clients like OYO and Max Healthcare, Technians has earned recognition through numerous awards, showcasing its commitment to delivering impactful digital solutions.

    At the core of Technians’ success is its dedication to user experience and storytelling. The agency crafts seamless digital experiences, ensuring every interaction is memorable. Through its comprehensive range of services, including integrated marketing and digital solutions, Technians stands as a trusted partner in the dynamic digital landscape, consistently achieving excellence and setting brands apart in the crowded online marketplace.

    On differentiated USP of the Technians –

    Establishing meaningful connections within the field, seeking mentorship, and engaging in communities can provide invaluable knowledge and open doors to opportunities. Furthermore, never underestimate the significance of creativity. In marketing, the ability to generate fresh ideas and think innovatively is paramount. Nurturing your creative instincts can be the key to standing out in this dynamic field, where originality often leads to success.

    On Segmentation of the services –

    Within a MarTech agency, segmenting services into agencies, studios, and technology provides a strategic benefit. Agencies are responsible for client strategy and coordination, while studios are responsible for creative execution and technology is responsible for designing and implementing cutting-edge solutions. This division improves the MarTech agency’s capacity to meet a wide range of client requirements by assuring specialised experience in each subject and offering comprehensive, creative marketing technology solutions.

    On Content Management System and client’s expectations on the pitching campaign –

    Although a content management system (CMS) is extensive in handling many content issues, some clients may believe that it is only designed for brand campaigns. It’s important to note, however, that a CMS isn’t only for brand campaigns; it’s a versatile tool for managing content kinds across blogs, websites, e-commerce, internal systems, and more. Client education on the CMS’s enormous potential helps to erase any stigma and demonstrates its applicability beyond marketing campaigns.

    On transformational campaigning of FMCG and luxury brands –

    Marketing for FMCG (Fast-Moving Consumer Goods) and premium firms during times of upheaval requires a sophisticated strategy. FMCG places a premium on accessibility, value, and convenience, frequently leveraging social media, influencers, and personalized content. Luxury brands, on the other hand, emphasis exclusivity, narrative, and emotional connections via high-quality images, experiential marketing, and crafted brand experiences. Understanding the unique consumer behaviours and ambitions in each industry is critical for developing bespoke marketing plans that engage with their intended audiences in the midst of these dramatic transformations.

    On ethical campaigning and regulations –

    Yes, a volunteer regulator may play an important role in guaranteeing ethical advertising and marketing campaigns. While legislative frameworks exist, a volunteer regulator offers an extra degree of monitoring, promoting industry adherence to ethical norms. This authority may set norms, monitor adherence to ethical practices, provide direction to businesses, and create a venue for resolving ethical problems, creating better responsibility and confidence in the advertising sector.

    On target audience–

    Because we serve a diverse clientele, our goal for the next few years is centered on technical innovation and diversity. We want to employ new technology to build solutions that are accessible, user-friendly, and suited to specific requirements. Our vision includes a dedication to continual improvement, flexibility to changing trends, and a focus on improving user experiences.

    On demographics and ROI of the Campaign –

    Setting defined KPIs that are linked with goals, using data analytics to monitor success against those targets, and modifying tactics based on real-time insights are all necessary for growing campaigns across varied populations.

    On existing cut-throat competition in creative agencies –

    The artistic and creative digital services business is extremely competitive, with constant innovation and shifting trends. Due to the quick rate of technology improvements, changing customer preferences, and the continual need to offer innovative and entertaining content, cutthroat competition is common. To distinguish out in this intensely competitive world, staying ahead needs ongoing creativity, agility, and tireless pursuit of delivering outstanding value to clients.

    On upcoming plans for Technians –

    Technians is extending its services and technological capabilities. To properly position our agency, we prioritise breakthrough technology solutions, client-centricity, thought leadership, brand uniqueness, and deliberate market development.