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Tag: D2C

  • Bhartiya Mall of Bengaluru adds 16 new brands in six months of growth

    Bhartiya Mall of Bengaluru adds 16 new brands in six months of growth

    MUMBAI: Bhartiya Mall of Bengaluru, the city’s premier lifestyle and shopping destination, has strengthened its retail portfolio with 16 brand launches in just six months, marking an impressive phase of growth and curation. The latest to join its expanding lineup is The Souled Store, one of India’s most popular homegrown D2C apparel and lifestyle brands.

    With its quirky, pop-culture-inspired aesthetic and officially licensed merchandise from Marvel, Disney, DC, Harry Potter, and Friends, The Souled Store brings an immersive, experience-led space to Bhartiya Mall’s fashion floor: one designed for millennial and Gen Z shoppers who crave creativity, comfort, and self-expression.

    “Our retail mix is carefully curated to reflect the preferences of our catchment,” said Bhartiya Urban senior vice-president Ramaraju KN. “With a large base of millennials and Gen Zs, we’re focused on bringing in dynamic, experience-driven brands that resonate with their lifestyle and aspirations.”

    The Souled Store joins a vibrant lineup of recent entrants including Shobitam, Peachmode, Biglilpeople, Indyvarna, Hush Puppies, Frangipani (featuring Chumbak, Imara, Voylla, and Abhishti), and Zoul & Zera. Earlier this year, the mall expanded into the home category with HomesToLife, offering premium furniture and design-led living solutions from Domicil, Fabbrica, and Corian.

    Bhartiya Mall has also diversified its dining and lifestyle offerings, welcoming Frank’s Hot Dog, Liquid Story, and Lily Bloom’s, alongside five new kiosks including Cookie Man, Taara, Quem, The Man Company, and 3m Car Care.

    Strategically located within the Bhartiya City township near Hebbal, the 7.5-lakh-square feat mall has emerged as a go-to lifestyle hub for North Bengaluru, catering to Gen Z, millennials, families, and working professionals alike. With an expanding catchment averaging 3,000 new homes and 3,000–5,000 office seats added each month, the mall is ideally positioned to meet the evolving needs of the city’s fast-growing population.

  • Frido’s Father’s Day push hits the right joints

    Frido’s Father’s Day push hits the right joints

    MUMBAI: This Father’s Day, D2C wellness brand Frido is skipping the mugs and neckties and going straight for the knees — quite literally. Its cheeky-yet-heartfelt campaign, “Gift him what he truly KNEEds”, turns the spotlight on a group that rarely complains but often aches: dads.

    At the heart of the campaign is Frido’s Active Knee Cap, designed to ease years of wear-and-tear borne by fathers who power through their day without pause. The message? Don’t gift your dad another “World’s Best Dad” trophy — gift him comfort he can feel.

    To scale up the emotional punch, Frido deployed a full-funnel strategy. From dad-centric influencer reels on Instagram to high-visibility OOH across metros and feel-good user contests, the brand created a real tear-jerker with muscle. Families were urged to share personal stories, sparking a flood of nostalgic posts that proved this wasn’t just another token holiday campaign.

    Turning the campaign into a full-body experience, Frido teamed up with EMotorad — India’s leading e-cycle brand — to offer the perfect one-two punch: support at home, and mobility on the road. Together, they’ve crafted a Father’s Day experience that’s both caring and cool.

    Speaking on the initiative, Frido CEO & co-founder Ganesh Sonawane said, “Most fathers carry on without ever saying a word about their own discomfort. This campaign is our way of shifting the spotlight, just for a moment, onto them. At Frido, we believe comfort isn’t a luxury, it’s a quiet form of care. This Father’s Day, we wanted to go beyond the usual and offer something that actually makes a difference in their everyday life. Teaming up with EMotorad helped us complete that thought – whether it’s rest or movement, every dad deserves a gift that understands him.”

    EMotorad co-fouinder & CEO  Kunal Gupta said, “Growing up, I saw my dad put his heart into everything he built. That mindset shaped a lot of what EMotorad stands for. This collaboration with Frido felt like teaming up with someone who shared that same drive to create more than just products, but real possibilities. This Father’s Day, we want to celebrate that quiet, persistent drive in every father. With this campaign, we want to show that a meaningful gift can keep him moving, just like he always has for us.”

    By leaning into authentic emotion and functional gifting, Frido isn’t just celebrating dads — it’s elevating the art of giving. After all, this season, the best present isn’t presence. It’s a bit of relief for those tired knees.
     

  • Interpublic group acquires Mumbai-based ecommerce intelligence firm Intelligence Node

    Interpublic group acquires Mumbai-based ecommerce intelligence firm Intelligence Node

    MUMBAI: For clients, looking for granular information about shopping habits of customers online – especially in this increasingly D2C world – it surely is an intelligent move by . marketing solutions provider the  Interpublic Group. It has forked out, according to media reports $100 million, to acquire 12 year old Mumbai-based ecommerce intelligence platform Intelligence Node. The company which was co-founded by CEO Sanjeev Sularia and chief data analytics officer Yasen Dimitrov, serves top notch clients such as Jockey, Unilever, Macy’s, Li & Fung, Tesco, Mobly, Tata and Landmark. 

    This strategic move significantly enhances Interpublic’s commerce capabilities, providing clients with real-time product and market intelligence to understand shopper trends, drive sales growth and optimise performance in the dynamic digital marketplace. 

    Intelligence Node’s cutting-edge technology leverages AI to aggregate and analyse billions of data points across over 1,900 retail categories in 34 global markets, delivering dynamic insights into product attributes, media, pricing, availability, promotions, and consumer sentiment. 

    Through this acquisition, Interpublic will seamlessly integrate these rich data streams into its existing and future commerce solutions. Intelligence Node strengthens Interpublic’s ability to build and deploy agile commerce solutions, streamlining operations and maximising ROI for companies through faster, more informed decisions across product development, marketing, sales activation, and retail media.

    The aggregated commerce and transaction data from Intelligence Node enhances and complements audience data and identity solutions within Acxiom, the global data leader within Interpublic. Together, the companies create a comprehensive view of customers and products, offering brands and retailers unmatched capabilities to maximize market share. Intelligence Node will be leveraged across Interpublic’s portfolio of agencies and the company will maintain its current brand name.

    “As commerce and retail media continue their rapid convergence, actionable data is paramount to maximising brand performance,” said Interpublic group CEO Philippe Krakowsky Interpublic. “Intelligence Node’s robust platform provides the real-time market-wide signals that brands need to optimise retail media campaigns, commerce strategies, and ultimately drive performance in today’s highly competitive digital landscape.”

    By integrating Intelligence Node’s capabilities, Interpublic will offer clients:

    * Real-Time Market Agility:Dynamic data insights empower companies to react instantly to market shifts, competitor actions, and emerging consumer trends.
    * Precision Retail Media Optimization:Granular data on competitor advertising activity enables more effective and efficient retail media investment.
    * Digital Content and Search Optimisation: Intelligence Node streamlines content management and optimization leveraging generative AI to ensure product description pages are resonant, highly visible, and SEO optimised.

    “Joining forces with Interpublic allows us to deliver a best in class combined solution to companies navigating the complexities of today’s commerce landscape,” said  Sularia. “Together, we can provide the comprehensive data, advanced analytics, and strategic expertise needed to win market share and drive sustainable growth.”

    (Picture courtesy: Intelligence Node website)

  • Sustainability is the core of our brand: Rahul Singh

    Sustainability is the core of our brand: Rahul Singh

    Mumbai: EcoSoul Home is one of the largest eco-friendly products companies with an active presence in countries like the USA, Canada, India, China, and Vietnam, offering more than 70+ products in the market. The brand currently has multiple sales channels, including D2C, Amazon, and Walmart.com, a Retail presence in ~2,000 stores, and a significant B2B presence.

    EcoSoul Home significantly contributes to the local economy by encouraging SME sectors and women empowerment and exporting EcoSoul products from India, thus contributing to the thriving Indian exports sector.

    Indiantelevision.com caught up with EcoSoul Home co-founder Rahul Singh where he shared his insights, his experience of the industry and much more…

    Edited excerpts

    On he initial vision for EcoSoul Home

    Our brand was born out of our work in creating sustainable product categories at Wayfair in New York. It was that time when we noticed a significant demand for eco-friendly products and were inspired to innovate further. This led us to the unusual idea of upcycling plant waste into practical, everyday products, thereby reducing reliance on paper. Our initial mission was clear and simple: to contribute to a greener world by creating sustainable, eco-friendly products.

    With an initial investment of Rs 4 crores, we started our journey by specializing in creating products from bamboo, sugarcane bagasse, and palm leaf. And over the past 3 years, we have sold 967,000 products to nearly 100,000 customers across five countries, with our revenue reaching Rs 600 crore worldwide. This success was bolstered by securing external funding in 2021, which enabled us to expand our reach and product offerings further. Additionally, we have contributed to reducing over 1.3 million pounds of plastic and an equivalent amount of carbon emissions, reinforcing our mission to promote a greener planet.

    On securing the initial investment of $500,000, and the key factors that helped you close the $18 million funding round

    Ans: Our initial investment of $500,000 was sourced from our savings, along with contributions from a few supportive family members and friends who believed in our vision and the potential of our eco-friendly home solutions. One of the key factors that helped us close the $18 million funding was building a team of experienced professionals with diverse backgrounds in sustainability, technology, and business development, reassuring investors that we could execute our vision. We highlighted the growing trend towards sustainable living and the increasing consumer demand for eco-friendly home products, convincing investors of the significant growth potential. We also outlined a clear path to scale our operations, including plans for expanding our product line, entering new markets, and forming strategic partnerships, which attracted investors to our scalable business model. Additionally, we leveraged our network to connect with the right investors who shared our passion for sustainability, helping us find enthusiastic supporters willing to invest in our growth.  

    On deciding which new products to develop and introduce

    With over 100 products in the market, we employ a strategic approach to decide which new products to develop and introduce. Recognizing the rising demand for eco-friendly products, we focus on adapting to local preferences, cultural nuances, and diverse consumer behaviors to ensure our success in this dynamic market. Our process begins with comprehensive market research to identify gaps and opportunities in various regions. We closely monitor trends and consumer feedback to understand what people need and prefer in their daily lives. In 2023, we successfully introduced more than 50 products in the Indian market, all of which are affordable alternatives to single-use plastics. This achievement underscores our commitment to making sustainable living accessible to a broad audience. We prioritize affordability to ensure that eco-friendly options are within reach for as many consumers as possible. Additionally, we maintain a flexible and innovative approach, allowing us to quickly adapt to changing market conditions and emerging trends.  

    On approaching and balancing different sales channels

    Ans:   Yes, being present on different sales channels can be challenging, considering the demand planning and advertising algorithms for every channel are different. However, we are all about adapting to a comprehensive and strategic approach to manage and balance these diverse channels.

    Our strategies usually start off with developing bespoke marketing strategies for each different channel which caters to some specific characteristics. We also rely on trend mapping to keep track of what’s happening and synchronize our story in a way that is highly integrated and scalable.

    And, through consistent brand image and storytelling, we ensure that our brand values of sustainability and quality are clearly communicated. This consistency helps build trust and brand loyalty among our diverse customer base.

    Lastly, utilizing data analytics, we continually monitor performance across all sales channels. This data-driven approach allows us to understand customer preferences, identify emerging trends, and optimize our strategies accordingly. For example, insights from online sales can inform inventory decisions for retail stores, ensuring we meet demand without overstocking.

    On strategies you have found most effective for expanding your market presence in countries like the USA, Canada, India, China, and Vietnam

    Guided by our created approaches, expanding our market presence has been a strategic priority for us. In the USA, where we began, we capitalized on the strong consumer demand for sustainable products through strategic partnerships with major retailers and targeted marketing campaigns that emphasize our commitment to eco-friendly practices. This approach has enabled us to navigate a competitive landscape and establish a strong foothold. In Canada, we’ve used the growing interest in sustainability by localizing our marketing efforts and expanding our retail presence, ensuring our products resonate with Canadian values.

    In India, we’ve focused on local manufacturing to optimize costs and availability while educating consumers about the benefits of our eco-friendly offerings. Collaborations with local businesses and NGOs have further enhanced our outreach and credibility. China presented opportunities through digital marketing on popular platforms and partnerships with local retailers, emphasizing sustainability as a key selling point amid rising environmental concerns. Lastly, in Vietnam, we’ve prioritized affordability and distribution network expansion, alongside community engagement initiatives to promote our brand and sustainability efforts.

    On sharing some of the sustainable practices and materials that you use in your products

    Sustainability is the core of our brand, it drives every aspect of our product development and company ethos. Our commitment to sustainable practices is reflected in the materials we use and the methods we employ. Our products are crafted from eco-friendly materials such as palm leaves, bamboo, sugarcane bagasse, and PLA (polylactic acid), all of which are renewable and biodegradable. These materials not only reduce environmental impact but also ensure that our products are safe and non-toxic for consumers.

    Our focus on sustainability is guided by the 3As: awareness, availability, and affordability. We strive to raise awareness about the importance of sustainable living through our products and initiatives. By ensuring that our products are widely available, we make it easier for consumers to make environmentally conscious choices. Finally, we are committed to affordability, ensuring that sustainable products are accessible to a broad audience without compromising on quality or design.

    On some initiatives to support women’s empowerment within the communities you operate

    Since our inception in 2020, we have employed over 100 women, focusing on their professional and personal development. Our efforts are particularly evident in rural India, where our in-house manufacturing capacity has created over 50 jobs for women, providing them with stable employment and income. By bypassing middlemen and directly employing local communities, we ensure that women receive fair and well-deserved wages, contributing significantly to their financial independence.

    Apart from this, we have collaborated with organisations like +Purpose to enhance our women’s empowerment initiatives. These partnerships allow us to implement programs that uplift and support our female workforce. Also, our American website offers customers the option to support women’s empowerment through their purchases. At checkout, consumers can choose from four causes, two of which specifically aid local female workers in India and assist women-led small to medium businesses. Furthermore, we offer various training programs and workshops aimed at the professional and personal development of our female employees. These initiatives help them build skills, gain confidence, and advance in their careers.

    On major trends you see shaping the future of the eco-friendly products industry

    Ans: The eco-friendly products industry is undergoing a significant transformation. Firstly, consumer expectations are evolving. More than ever, consumers expect brands to be transparent and responsible. They demand high-quality products and services from companies that behave ethically and contribute positively to society and the environment. Secondly, the integration of smart technology is revolutionizing the industry. Innovative solutions for water management, air quality monitoring, and urban planning are optimizing resource usage and enhancing environmental resilience in cities worldwide. These technologies not only improve efficiency but also help in minimizing the environmental footprint of urban areas.

    Another major trend is the mainstreaming of environmental, social, and governance (ESG) factors in sustainable finance and investment. Investors are increasingly demanding transparency and accountability regarding ESG performance, driving companies to improve their sustainability practices to attract investment. This shift towards sustainable finance is encouraging businesses to adopt more comprehensive and integrated approaches to environmental and social governance, ensuring long-term positive impacts.

  • Twid and GoKwik partner to boost D2C brands growth with “Pay with Rewards”

    Twid and GoKwik partner to boost D2C brands growth with “Pay with Rewards”

    Mumbai: Twid, a revolutionary rewards-based payment network and GoKwik, a leading eCommerce enabler, have entered into a strategic partnership to expand loyalty and reward programmes usage across GoKwik network of D2C brands.  The partnered integration has already been rolled out to 90 plus brands in the GoKwik network, including Snitch, Adilqadri, Bacca Bucci, Neemans, and Sanfe to name a few. This collaboration will unlock a wider universe of discounts and loyalty points for brands to offer their shoppers, increasing their delight while contributing to the brand’s revenue growth.

    Through this partnership, 100 million shoppers in the GoKwik network will be able to access loyalty and reward points provided in the Twid network (Flipkart SuperCoins, Intermiles, PAYBACK (now Zillion) points, Debit/ Credit Card reward points etc) at the checkout, resulting in extra savings on every purchase. D2C brands will provide the option to the shoppers to redeem highest available reward points from the network of Twid’s reward-issuing partners, resulting in increased customer lifetime value by upto 30 per cent. This will also lead to higher prepaid conversions, as shoppers would want to enjoy benefits of these rewards and pay online, ultimately reducing RTO (returns before delivery) and enabling brand growth. Not only this, Twid’s reward-issuing partners will get access to GoKwik’s deepest network of D2C brands, increasing their reach and revenue.

    Commenting on the partnership, Twid CEO & co-founder Amit Koshal said, “We’re thrilled to partner with GoKwik and empower our users to unlock the true value of their rewards while shopping online. This integration creates a whole new shopping experience, offering convenience and maximizing benefits for both customers and brands. With the vast network of GoKwik, we intend to further amplify our partnership and reach with Issuers and their customers”

    The partnership seamlessly integrates reward points into merchants’ platforms using GoKwik’s one-click checkout. This eliminates the hassle of managing multiple loyalty programs and allows shoppers to leverage their accumulated points directly at checkout. The result is an elevated shopping experience with maximized benefits and convenience.

    “Customer retention continues to be the core focus for D2C brands as cost of acquisition is increasingly rising in this hyper-competitive landscape. Offering unique loyalty and reward points is one of the best ways for brands to increase retention, enhance loyalty and chart sustainable growth for themselves. Partnering with Twid and enabling rewards on our checkout delivers a superior shopping experience for customers and helps brands increase their prepaid transactions and customer LTV.” said GoKwik co-founder and CEO Chirag Taneja.

  • The Souled Store partners with Simpl with 1-Tap Checkout

    The Souled Store partners with Simpl with 1-Tap Checkout

    Mumbai: The Souled Store, India’s online brand for officially licensed merchandise announced a partnership with Simpl – India’s checkout network, to strengthen its e-commerce platform in order to provide an enhanced e-commerce experience as millions of customers make Direct-to-Customer (D2C) platforms their primary fashion retail channel.

    Through this partnership, consumers can access lakhs of official merchandise, available on The Souled Store platform (App & Website) through Simpl’s 1-Tap Checkout. This judicious mix of The Souled Store’s wide selection of products, delivered across the country, combined with Simpl’s 1-Tap convenience, will play a crucial role in enabling a seamless e-commerce experience for customers while enhancing conversions, minimising transaction failures, cash-on-delivery transactions and reducing product returns which are important pain points for the industry.

    Speaking of the partnership, The Souled Store co-founder Vedang Patel said, “The Pop fashion ecosystem in India is maturing at a rapid pace with millions of customers from across the country taking to e-commerce and D2C platforms to fulfil their evolving fashion needs. As a customer-focused platform, we felt the need to provide greater convenience to our customers, particularly millennials and Gen Z, across the board for whom e-commerce has become the primary retail channel. In this endeavour, we are delighted to partner Simpl to offer a 1-Tap Checkout for lakhs of our merchandise to over seven million of our customers across the country. With Simpl, we find synergies in our collective vision of empowering customers through greater convenience online in a quick and seamless manner.”

    The Souled Store generates over 90 per cent of its sales through its own e-commerce platform, necessitating the need to enhance customer experience on their platform. The company experienced a 5X growth compared to the average business during the Black Friday sale last November. The top demands were in the winter wear categories, followed by oversized t-shirts and denims.

    Speaking of the partnership, Simpl founder and chief executive officer Nitya Sharma said, “Fashion e-commerce marketplaces and Direct-to-Customer platforms are becoming the primary retail channels for new age customers who are looking for a more convenient and hassle-free way of accessing products online. Simpl, as an organisation, is committed to bringing an enhanced convenience and building customers’ trust on merchants online through its proprietary 1-Tap Checkout. We are delighted to partner with The Souled Store, which is one of the early movers in the D2C space, to enhance the checkout experience of millions of their customers across the country. This partnership also expands our presence in the fashion e-commerce sector with hundreds of merchants serving millions of customers, choosing Simpl as their preferred checkout partner checkout”.

    Currently, thousands of small, medium, and large fashion, accessory, and beauty merchants across the country use Simpl’s 1-Tap Checkout and Simpl Checkout solutions. They have witnessed over a 70x increase in transactions, respectively, over the last 1 year. Overall, over 26,000 merchants and millions of customers across the country opt for Simpl’s Checkout options to increase conversions, reduce returns, and enhance convenience.

    According to a joint report by Bain&Co and TMRW, Fashion is one of the largest and fastest-growing categories online, driven largely by Gen Z customers. The total contribution of e-commerce to fashion is expected to increase to 30 per cent over the next five years from the current 10-12 per cent. This growth will propel the size of the fashion e-commerce market in India, currently around Rs 8-10 billion, to approximately Rs 30 billion, growing at a rate of 35 per cent in the next five years. This spells immense opportunities for D2C merchants looking to reach out to millions of young customers across the country by enabling quick and easy checkout through Simpl’s 1-Tap Checkout.

  • What India shopped from D2C brands in 2023

    What India shopped from D2C brands in 2023

    Mumbai:  Beauty and personal care (BPC) products in the burgeoning D2C segment emerged as the largest selling category in India after about 3.7 lakh packs of Vitamin C Serum were sold during 2023, according to GoKwik’s network data report.

    The highest repeat rate was also observed in BPC at 30 per cent, followed by fashion at 28 per cent. The electronics category saw one of the lowest repeat rates, at 14 per cent.

    “D2C brands are increasingly becoming shopper favourites. Shoppers are consistently finding value in shopping from these brands. As a result, the repeat order rate of the most shopped categories has also seen a significant increase. With exclusive deals, loyalty points and offers, deepening markets and evolving trust in these brands, we can expect further growth in this industry.” Said GoKwik co-founder and CEO Chirag Taneja.

    He further added that 2023 marked another significant year for D2C brands and contributed to their growth. From obtaining funding to omnichannel expansion or becoming listed on the stock exchange, D2C brands have proved they are here to stay and grow.

    While shoppers continued to shop various products from the D2C brands, one significant product emerged as the winner, Vitamin C Serum. With over 3.7 L orders, this product clocked the most orders on GoKwik’s network of D2C brands, and emerged as a phenomenon, cementing its position in the skincare routine of Indian shoppers.

    With 3.4 L orders, sunglasses came in the second spot as one of the shoppers’ favourites on the GoKwik network while Skincare Combos ranked third with 2.1 L orders.

    Online premium memberships also seemed to be a hot favourite amongst D2C shoppers last year which could also be an indication of growing trust and loyalty for particular brands. Gift cards too had a huge demand from shoppers, possibly becoming a popular gifting option during the festive season.

    “Shoppers buying directly from a D2C brand reflects growing trust in the products available on the brand website with no risk of counterfeits, etc especially when it comes to beauty and cosmetics,” Chirag added.

    The top three products in terms of the highest orders in this category were Vitamin C Serum, closely followed by Night Cream and Hair Growth Serum.

    Fashion stood tall clocking the second-highest number of orders. This could be indicative of the individuality in the space of fashion which is leading to an increase in the number of brands in subcategories that align with shopper needs. Here, the highest-selling products were Men’s T-shirts, both in black and white and black tops for women.

    Healthcare products secured the third position in order volume, showcasing how rapidly Indian shoppers are becoming health-conscious and trusting D2C brands to cater to their needs. The top-selling products in this category were Immunity Kits and Ayurvedic Oil.

    The highest-selling items in the electronics category, as seen on the GoKwik network, were Wireless earphones followed by Smartwatches.

    Furthermore, products related to hair-related concerns have spiked, especially in metro cities (Delhi, Mumbai, Bangalore, Kolkata) as Hair Serum and Hair Gummies were the most ordered products there.

    Interestingly, one person from Gurgaon ordered SPF 50+ sunscreen 942 times last year. Onion shampoo remained the top choice of another shopper in Delhi who bought the product 514 times. Even in the cold paradise of Srinagar, De-Tan cream was ordered 44 times. In Bangalore however, scalp massager became a shopper’s favourite, as a customer ordered it over 80 times in a year.

    GoKwik houses over 1200 eCommerce brands in its network including Lenskart, Neemans, Man Matters, Purplle, Shoppers Stop, etc, ranging from fashion, beauty, health and nutrition, electronics and other key categories of the online shopping space. 

  • Wakefit unveils quirky mockumentary to revolutionise annual report communication

    Wakefit unveils quirky mockumentary to revolutionise annual report communication

    Mumbai: Say goodbye to dry and mundane year-end performance reporting as Wakefit.co, a D2C home and sleep solutions brand, shatters the mould to inject life and laughter into its annual achievements. With a landmark year that boasts of strong business performance, new retail store launches, an expanding presence across the country, optimised operational efficiency, a new brand identity, and much more, the company has chosen to humanize the data through a video that combines humour, authenticity, and rich engagement.

    Inspired by the legendary sitcom, “The Office,” Wakefit.co has unveiled a side-splitting mockumentary-style video, featuring Wakefit employees as cast members. Check out the Wakefit mockumentary here.

    The goal of the mockumentary storyline is to blend entertainment with information and highlight some of the achievements by Wakefit.co over the past year. These include:

    Four lakh Orthopedic Mattresses Sold in 2023: In a humorous twist, the video showcases how Wakefit’s Orthopedic mattresses flew off the shelves and garnered customer love.

    99 per cent Website Uptime: Wakefit.co’s commitment to accessibility and efficiency is humorously conveyed to showcase the website uptime over the past year, ensuring seamless customer engagement.

    New Brand Identity with Infinity Home Logo: Viewers will see the brand’s transformation through a new logo, emphasizing the concept of the “infinity home,” inviting customers into a world of endless possibilities.

    Close to 50 new retail stores launched: The mockumentary portrays Wakefit.co’s expansion across India, providing customers with omnichannel touchpoints to experience their products.

    Ayushmann Khurrana campaign success: The campaign’s success is portrayed through a hilarious narrative, showcasing Wakefit.co’s ability to resonate with its audience.

    Wakefit’s marketing strategy endeavours to create meaningful conversations and foster authentic engagement with its audience. This campaign embodies that very philosophy, aiming to connect with viewers by adding humour and a human touch to the typically mundane world of annual reports.

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Wakefit (@wakefitco)

     

     

     

     

  • Samantha Prabhu’s Saaki eyes a growth of 80% revenue in the next 6 months

    Samantha Prabhu’s Saaki eyes a growth of 80% revenue in the next 6 months

    Mumbai: Samantha Ruth Prabhu and Sushruthi Krishna’s D2C ethnic wear brand Saaki aims to scale its revenues by 80 per cent in the next six months on the back of a growth strategy that includes category expansion and improving brand visibility through a consumer-centric approach.

    The brand, which will generate two-digit crores in revenue this fiscal year, sees its customers as the primary drivers of its growth.Since its launch in 2020, it has always taken its customers’ feedback and suggestions seriously. This consumer-centric approach has enabled the brand to grow exponentially in the last two years, with 70 per cent of business generated organically from its much-loved community.

    40-50 per cent of the brand’s sales are driven from metro and tier I cities, while the remaining are from tier II and III cities, where the adoption of online shopping is happening at an accelerated pace. Saaki entered the international market in 2021 and currently ships to 15 countries, including the USA, Canada, Australia, and New Zealand. With 25 per cent of the total revenue generated from international business, Saaki is on the road to strengthening their presence in the global market.

    The brand will soon expand into yoga wear and home categories. Saaki is rapidly expanding its distribution channels and plans to become a Rs 150 to Rs 200 crore brand in the next three years.

    Speaking about the future growth plans, Saaki co-founder Krishna said, “Saaki is totally built on consumer love and confidence, and we hope to reach the 100 crore club soon with their support. Our current focus is to expand our product line and ramp up our digital and social media presence. We aim to invest in customer-centricity to allow for optimal journey mapping, repeat business, and loyalty interventions.”

    Popular south Indian actor and Saaki co-founder Prabhu commented, “It’s phenomenal to witness Saaki’s growth in the last few months despite my absence—all credits go to Sushruthi and the team. Looking forward to actively participating in Saaki’s growth journey in the times to come.”

    Apart from the brand website, Saaki is available on the top 4 marketplaces: Myntra, Nykaa Fashion, Flipkart, and Amazon.

  • Sanjeev Misra joins Yoho’s board as an executive director

    Sanjeev Misra joins Yoho’s board as an executive director

    Mumbai: Yoho, India’s fastest growing D2C footwear brand, has appointed Sanjeev Misra as executive director, effective 1 November. He is also an investing partner holding equity in the startup.

    Misra has over three decades of experience in the corporate world. Prior to joining Yoho, he spent more than five years as the senior vice president & director of Paytm, where he led B2B commerce and global exports & imports.

    His leadership approach has been built around sharp prioritization and focus, growing businesses and brands through innovation, transforming sales, driving productivity, while building teams with the right structure, talent, and culture.

    Prior to Paytm, Misra held the position of vice president – group business & renewables at the Adani Group for almost 3 years. He was responsible for accelerating sales, building strategic planning and overall business development, including corporate governance & IT, telecom. Additionally, he was managing large-scale projects at the firm. Before that, he has spent over a decade in Silicon Valley, working for brands including Motorola Semiconductors, Cisco Systems, Adobe, Compaq Computers and Silicon Graphics.

    Commenting on his appointment, Misra said, “I feel both honoured and humbled on being appointed as the executive director of one of the fastest growing and innovative Indian footwear brands. I’m also excited about the journey ahead in this fascinating space. The Indian footwear industry has the potential to grow 10 folds in the coming years. According to some recent reports, the revenue in the footwear market in India amounts to $23.73 billion in 2022 and is expected to grow annually by 6.77 per cent, CAGR 2022-2027. At Yoho, I look forward to building on the versatile brand that believes in offering comfortable and stylish footwear that cost less than half of the ones offered by popular global giants.”

    Yoho founder Ahmad Hushsham said, “We are delighted to welcome Misra, first as one of our angel investors and now as our executive director. He has played an instrumental role in our strategic development in the initial stage of coming out of stealth mode.”

    Yoho founder Prateek Singhal said, “We are privileged to have Misra join Yoho at this opportune time when we are looking at building and investing in new technology to build new product propositions and directly support our long-term strategic plan. In his new capacity as an executive director we will seek his guidance to scale up the business and expand the consumer base as we continue to disrupt the footwear market with our state-of-the-art technology and AI-powered solutions to create high-performance footwear that is affordable for all.”

    Recently, Yoho raised Rs 20 crore in a Series A round of funding by a group of influential investors, led by Softbank Vision Fund CEO Rajeev Misra, Rukam Capital, and Paytm founder Vijay Shekhar Sharma, along with participation from other investors.

    Founded in 2021, Yoho has already sold 1,00,000+ pairs of footwear after coming out of stealth mode four months back, with just three products – Bubbles, Waves, and Breeze. The products designed with orthopedic ergonomics are available for both men and women across all top e-commerce platforms. Before launching the product lines, Yoho created almost 700 prototypes before settling for the right product line. Each prototype went through stringent tests to ensure that customers get a product that is super comfortable and long-lasting.