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Tag: Lalatendu Das

  • Performics India wins ‘Digital Agency of the Year’ award at Smarties 2024

    Performics India wins ‘Digital Agency of the Year’ award at Smarties 2024

    Mumbai: Performics India, an end-to-end digital marketing agency under Publicis Groupe India, has been recognised as the Digital Agency of the Year at the recently held Smarties India 2024 awards. This recognition underscores the agency’s steadfast commitment to innovation and excellence, driving full-funnel marketing strategies that deliver measurable business results.

    At the 13th edition of Smarties India, Performics India distinguished itself as a leader in innovative marketing by excelling in data-driven strategies across e-commerce, D2C websites, and mobile app performance. The agency’s mastery of integrated approaches led to accolades in four key campaign categories, ultimately earning it the prestigious title of Digital Agency of the Year.

    Performics India’s work on ITC MasterChef won in the Instant Impact/Promotion category, meanwhile, its data-driven campaigns for Aashirvaad were honoured in both the Customer Journey Marketing – Lead Generation/CRM and Data Insights/Contextual Marketing categories. Additionally, Performics India’s innovative ‘Truly Open’ campaign for Axis Bank bagged the award in the Cross Digital Media Marketing category.

    As Performics India continues to innovate and adapt itself as the pre-eminent, full-stack digital marketing agency for brands, this award reinforces its position as a leader in the marketing industry.

    Performics India CEO Lalatendu Das said, “We are honoured to receive the Digital Agency of the Year award at Smarties 2024. At Performics India, we believe in redefining performance by seamlessly connecting marketing investments to consumer intent through innovative data usage, technology, media, and content. This recognition is a testament to our team’s commitment to delivering impactful marketing solutions that drive real results for our clients.”

  • Performics India ranks No. 1 in MMA SMARTIES Business Impact Index for 2023

    Performics India ranks No. 1 in MMA SMARTIES Business Impact Index for 2023

    Mumbai – Performics India, an end-to-end digital marketing agency under Publicis Groupe India, has been ranked number one in the MMA SMARTIES Business Impact Index (BII) for 2023 in the Digital / Specialist Agency Category. This exceptional recognition underscores Performics’ expertise in delivering significant and long-term business impact for their clients.

    The MMA SMARTIES BII is a prestigious ranking system that evaluates the marketing industry’s top agencies, brands, advertisers, and solution providers based on the business impact of their campaigns. Developed in collaboration with WARC, the global authority on advertising and media effectiveness, the Index serves as a vital resource for brands seeking to choose their agency partners and validate their ability to deliver cutting-edge work.

    The index ranks organisations by analysing award-winning campaigns from across 11 countries and four regions. This recognition highlights Performics India’s capability to deliver exceptional campaigns that not only meet but also exceed expectations, consistently driving significant business results.

    Performics India CEO Lalatendu Das said, “Performics ‘s razor-sharp focus on delivering and in fact, exceeding end business outcomes separates us from rest of the agencies. Over last few years, we have invested in building new integrated digital marketing capabilities to deliver sustainable growth on digital for our clients. As a result, Performics India has been winning new clients and growing at a rate much higher than industry average. In that context, being No. 1 on MMA SMARTIES business impact index further underlines our commitment to drive impact for our clients. Taking this opportunity, I would like to thank our clients for their trust in us, our team for delivering on our shared vision and MMA Global for the recognition.”

  • “D2C businesses generate rich consumer data across the funnel”: Anupriya Acharya

    “D2C businesses generate rich consumer data across the funnel”: Anupriya Acharya

    Mumbai: MMA Global India and Publicis Commerce has launched their insightful report ‘D2C Advantage – Guide to Maximise ROI Of E-Commerce Investments’ with top leaders from various corporations in attendance, in addition to the Publicis Commerce and MMA Global India leadership team.

    This toolkit is the first of its kind with rich reference material for the C-suite and Brand Leaders on making D2C ventures a success by investing in sound strategies and having a clear value proposition, taking into considerations and capabilities required for profitability.

    MMA Global India & Publicis Commerce launched the toolkit in Mumbai on 5 March amidst a full house. The event kicked off with a welcome address by MMA Global India country head & board member Moneka Khurana followed by a keynote address by Publicis Groupe South Asia CEO Anupriya Acharya who was joined by Performics India CEO Lalatendu Das which is part of Publicis Commerce India. The toolkit launch followed shortly after.

    However, businesses that have seen success with D2C have done it primarily through clarity of proposition, developing consumer insights through data enrichment and utilisation and analytics and reporting, augmenting the consumer share of mind through unique and compelling shopping experiences, the right media and engagement and innovating on product UI/UX. While the path to profitability of D2C business is quite challenging when viewed independently, the true value of D2C investment is unlocked when insights from D2C businesses are connected to the overall e-commerce business. In a conservative estimate, when done right, D2C businesses have potential to deliver eight per cent + operating margin consistently.

    To gain insights into the full potential of D2C businesses, Indiantelevision.com caught up with Anupriya Publicis Groupe South Asia CEO Anupriya Acharya. In the discussion, she illuminates the challenges encountered within the D2C and e-commerce sectors, providing perspectives on how these industries can thrive.

    Edited excerpts

    On the need for creating this toolkit

    eCommerce in India is experiencing Turbo growth. Overall eCommerce market size is likely to grow at 19% CAGR starting 2022 to reach USD 400 billion by 2030. Within eCommerce, D2C plays the role of primary growth driver. In-fact, D2C ventures share of overall eCommerce investments in India has been growing over 49% CAGR over past three years.

    In spite, of the excitement surrounding D2C business, merely 12% of D2C businesses we surveyed reported to be profitable. This contradiction between D2C opportunity and sub-optimal profitability, encouraged us to write this report exploring various factors that affect D2C businesses and their path to profitability.

    In order to prepare this report, we conducted our primary research involving both quantitative approach (online surveys) and qualitative approach (in-depth interviews of practitioners). Further, we referred to industry trends data provided by our knowledge partner Google. Last but not the least, we leveraged our collective experience of Publicis Commerce and MMA to derive key insights articulated in the report.

    On benefits of D2C brands including traditional FMCG players venturing into omnichannel business

    Omnichannel businesses (including D2C as a channel) provide several advantages to businesses, such as

    ●    Complete control on customer experience across the lifecycle, thereby improving chances of sale.

    ●    Access to first party data about customers – drive product and experience innovation based on insights generated from customer data

    ●    Ability to drive richer engagement with customers, driving cross-sale and up-sell opportunities

    On India being drastically low in D2C sector despite being the 2nd largest base in e-commerce

    Below are some of the challenges in scaling D2C ecommerce in India

    ●    High customer acquisition cost

    ●    Complex last mile delivery and returns

    ●    Cost of managing supply chain, inventory and D2C operations

    ●    High spends on promotions and discounts to stay relevant in a highly competitive market

    On pricing being one of the key drawback for D2C businesses even though according to the eEconomy report, the growth of upper middle/high-income consumers is projected to increase from 117 million in 2022 to 200 million by 2030

    The above-mentioned growth in the upper middle/high-income consumer segment is likely to generate substantial disposable income. Substantial portion of this disposable income is likely to flow into D2C businesses with improvement in digital literacy and trust in digital payments. This shift in the market may allow D2C businesses to focus on fair value exchange with consumers instead of overly worrying about being simply price competitive.

    On your opinion on Das mentioning product innovation as a profit method for D2C businesses, considering the consumer hesitancy in India towards innovative approaches

    D2C businesses generate rich consumer data across the funnel. Using insights from this data, successful D2C businesses are innovating on product and experiences.

    Such innovations can come in the form of new products addressing unmet needs of specific customer segments or bridging gaps in customer experiences leading to better conversions and sales. In both scenarios – this is a win-win solution for both customers and D2C businesses,

    For example, ITC foods runs Yogabars brand to bring healthy snacks to consumers. Using insights from their D2C channel, they identified a gap (missing in peanut better segment) in their product portfolio. Based on further market study, they launches Yogabar Protein Peanut butter product, which added to the overall D2C sales and profits.

    On D2C channels provide the best way to capture first-party consumer data

    One of the core benefits of D2C channel is that the business retains complete control of experiences, technology and data (unlike Marketplaces, where the marketplace platform owns the data and selectively share some information with brands). Given the full control of experiences, D2C businesses can nudge customers to share additional details about them. For example

    ●    Businesses capture basic PII data (phone, email, address) on first purchase

    ●    Invite the customer to join a loyalty program (with appropriate value exchange) and in the process capture additional demographics, income and family data

    ●    Offer additional value-added services to customers through partner network (e.g. Co-branded credit cards, coupons etc) – in the process try to generate a profile of consumers habit, propensity to pay

    Using the above first party data, D2C businesses can further estimate customers potential life time value and offer appropriate product bundles to drive sales.

    On this toolkit impacting the landscape of D2C & e-commerce in India

    The D2C Advantage X toolkit addresses the profitability challenge of D2C businesses through

    Identifying key challenges and cost headers in running D2C business

    ●    Identifying new leavers using which D2C businesses can generate incremental value

    ●    Provides a set of actionable steps which businesses can take in their journey towards profitability

    The insights and recommendations in the report are applicable to both digital only D2C businesses as well as omnichannel players having D2C as a channel. Therefore, we believe a large segment of current eCommerce industry will significantly benefit from the report. 

  • MMA Global India & Publicis Commerce launched ‘D2C Advantage X Toolkit – Guide to Maximise ROI of eCommerce Investments’ report

    MMA Global India & Publicis Commerce launched ‘D2C Advantage X Toolkit – Guide to Maximise ROI of eCommerce Investments’ report

    Mumbai: MMA Global India and Publicis Commerce has launched their insightful report ‘D2C Advantage – Guide to Maximise ROI Of E-Commerce Investments’ with top leaders from various corporations in attendance, in addition to the Publicis Commerce and MMA Global India leadership team.

    This toolkit is the first of its kind with rich reference material for the C-suite and Brand Leaders on making D2C ventures a success by investing in sound strategies and having a clear value proposition, taking into considerations and capabilities required for profitability.

    MMA Global India & Publicis Commerce launched the toolkit in Mumbai on 5 March amidst a full house. The event kicked off with a welcome address by MMA Global India country head & board member Moneka Khurana followed by a keynote address by Publicis Groupe South Asia CEO Anupriya Acharya who was joined by Performics India CEO Lalatendu Das which is part of Publicis Commerce India. The toolkit launch followed shortly after.

    The toolkit consisted of a joint survey conducted by Publicis Groupe India and MMA Global India which reveals that >80 per cent of D2C ventures are yet to achieve profitability, citing high customer acquisition costs, operational complexities, and unclear returns on investment as primary obstacles. The top three key challenges in scaling D2C businesses in India are namely high customer acquisition cost (70 per cent respondents), operational complexities (20 per cent of respondents) and unclear ROI (10 per cent of respondents.) Moreover, while many traditional businesses have ventured into D2C, standalone D2C revenue remains modest, comprising less than five per cent of overall ecommerce revenue for 50 per cent of respondents.

    However, businesses that have seen success with D2C have done it primarily through clarity of proposition, developing consumer insights through data enrichment and utilisation and analytics and reporting, augmenting the consumer share of mind through unique and compelling shopping experiences, the right media and engagement and innovating on product UI/UX. While the path to profitability of D2C business is quite challenging when viewed independently, the true value of D2C investment is unlocked when insights from D2C businesses are connected to the overall e-commerce business. In a conservative estimate, when done right, D2C businesses have potential to deliver eight per cent + operating margin consistently.

    D2C channels provide the best way to capture first-party consumer data as seen in the survey findings.  When done right, first-party data has potential to deliver four per cent + lift in overall D2C revenue. Therefore, D2C brands must have a structured roadmap to collect, manage and use first party data in scaling their D2C business.

    Acharya said, “D2C enables real, direct, and very personal connections with consumers, driving brand loyalty and long-term relationships. The overall ecommerce landscape is evolving at rapid speed and within that, D2C channels are a goldmine opportunity for companies to better manage the way they sell to consumers, comprehend consumer interests and preferences through valuable data and insights, bring in strong differentiators and innovation and personalised commerce experiences. Our toolkit D2C Advantage X – Guide to Maximise ROI Of E-Commerce comes at the apt time when D2C is at an inflection point in India and more companies are looking for direction and differentiated strategies when it comes to their leveraging their D2C commerce channels. The insights in our survey will help more companies make the most of the D2C opportunity, building market share and enduring relationships with consumers.”

    Khurana said “MMA Global India through its e-Commerce Council aims to build an overall understanding of the eCommerce play in which D2C is integral to omnichannel strategy. Building a strong D2C platform feeds into enabling insights/learnings for decision-making for the larger eCommerce market. We hope this playbook will redefine the significance of D2C in eCommerce landscape more than ever before. As we prepare for a cookie-less journey this year, investing into D2C is the most potent way to build first party data for effective marketing. D2C is here for the long haul and will propel hyper growth, brand building, and opportunities to drive content-driven commerce.”

    Das said, “A significant part of the e-commerce funding in India goes to D2C businesses, overtaking marketplaces as the most funded ecommerce subsector in 2023.  In fact, even the brick-and-mortar businesses are now launching D2C channels as part of their omni-channel strategy. However, D2C is an area which is still underleveraged because >80% of D2C ventures as per our survey are yet to achieve profitability. Our toolkit D2C Advantage X – Guide to Maximise ROI Of E-Commerce Investments has the best of knowledge and actionable strategies on D2C. It gives a clear understanding on why some companies can implement successful D2C businesses while others are on a slower trajectory. D2C, which is a faster way to go to the market needs to be part of a company’s longer-term play, strategy, and vision and to be successful, companies must implement the sort of thinking, investment, agility in execution that is required for an omni-channel world.”

    D2C Advantage X Toolkit: Guide to Maximize ROI of D2C ECommerce Investments

  • MMA Global India & Publicis Commerce India to launch D2C Advantage X Toolkit

    MMA Global India & Publicis Commerce India to launch D2C Advantage X Toolkit

    Mumbai: MMA Global India and Publicis Commerce India will launch a first-of-its-kind and insightful joint report ‘D2C Advantage X Toolkit: Guide to maximize ROI of D2C eCommerce Investments’. The toolkit is designed to empower brands in navigating the direct-to-consumer (D2C) commerce landscape, identify levers to unlock value and maximise ROI from their D2C investments. The launch event on 5 March will bring together leaders from the corporate space, MMA Global India and Publicis Commerce India and feature captivating discussions, unique perspectives, and compelling insights.

    Co-authored by Publicis Commerce India and MMA Global India with insights from Performics India and Google, the toolkit dives deep into the opportunities and challenges presented by D2C as a channel, the overall value proposition of investing in D2C strategy, and the considerations and capabilities required to make a profitable D2C venture.

    India’s e-commerce sector is on a meteoric rise and currently projected to hit $400 billion by 2030. With D2C emerging as a key e-commerce channel for businesses, the need for actionable guidance has never been more critical. Recent data reveals the significant growth and investment in D2C ventures, with nearly 42.9 per cent of e-commerce funding in India directed towards D2C businesses in 2022. As legacy brick-and-mortar businesses embrace D2C as part of their omnichannel strategy, the landscape presents both opportunities and challenges for brands seeking to thrive in this space.

    The in-depth toolkit, tailormade for the C-Suite and Brand Leaders, explores key levers required to scale up D2C businesses including developing consumer insights for personalised experiences, augmenting consumer mindshare, setting north-star metrics and driving first-party data strategy.

    Publicis Groupe South Asia CEO Anupriya Acharya said, “D2C offers great value to companies and consumers alike. For consumers, it is frictionless transactions, convenience, and personalised experiences. For companies, there are multiple advantages such as enhanced revenue streams, better assessment of demand and thereby supply chain management and faster, speedier execution and turnaround. This toolkit, born out of extensive research and collaboration, offers a comprehensive roadmap for brands to unlock the full potential of their D2C businesses. We are sure that the toolkit will go a long way in helping brands adapt and innovate on commerce.”

    Performics India CEO Lalatendu Das, which is a key growth driver of Publicis Commerce India said, “Successful D2C businesses share common traits from a clear business proposition to a relentless focus on delivering exceptional consumer experiences. The toolkit distils these key insights into actionable strategies, providing brands with the guidance and frameworks needed to navigate the complexities of the D2C landscape. D2C is still an untapped opportunity for many companies and yet this is an area which must be a strategic imperative in an omnichannel commerce world and one which yields long-term gains. Publicis Commerce India is strongly invested in D2C transformation for brands, with demonstrated experience in areas such as technology architecture, platform and builds, optimising supply-chain, marketing content and automation, seamless user experiences.”

    MMA Global India country head & board member Moneka Khurana said, “In a fiercely competitive D2C eCommerce landscape, gaining the ‘X’ advantage is imperative for marketing teams and key to maximise value. D2C as a platform brings along with incrementality in business growth. A robust D2C roadmap is crucial to be able to traverse the path to profitability and evolve the D2C play as a part of the eCommerce landscape. This report, shaped by primary surveys and industry insights, isn’t a one-size-fits-all solution; it’s a tailored strategy guide for businesses seeking sustainable growth. I am proud to announce this collaborative initiative, yet another one by MMA Global India, to empower and enable marketers in their modern marketing journey.”

  • Performics India elevates Gautam Surath as its chief operating officer

    Performics India elevates Gautam Surath as its chief operating officer

    Mumbai: Performics India, part of Publicis Groupe India has announced the elevation of Gautam Surath as its Chief Operating Officer (COO), effective from January 1, 2024. In his new position, Surath will provide strategic direction and oversight to all domestic large client portfolio, spanning across BFSI, CPG, Telco, Travel& Hospitality, Gaming and New-Age Startup industry verticals. In addition, he will integrate Performics’s rich expertise on digital media, e-commerce and SEO with new-age beyond media capabilities such as MarTech, Data, AI and Performance creatives to help our clients maximise value from their digital investments. In this new role, Surath will report to Lalatendu Das, Performics India CEO.

    Surath has been with Publicis Groupe for over 20 years, working across, China, Southeast Asia and India. Surath has demonstrated an impressive track record in serving clients across media, ecommerce, data, analytics and technology. Prior to the current role, Surath led BFSI and CPG verticals for Performics India as its Managing Partner.

    Performics is a leading provider of digital, performance marketing, e-commerce, digital creative and MarTech solutions in India. Performics India has been on a strong growth trajectory, clocking double digit revenue CAGR consistently over last 4 years. Further, 2023 has been a seminal year for Performics with multiple award wins at reputed platforms such as DRUM, Effies, MMA Smarties and Emvies. Performics India’s decision to appoint Surath as COO is a strategic move aligned to the company’s overarching vision of being the ‘pre-eminent full-stack digital marketing Agency in India.’ His proficiency in cross-disciplinary functions, along with his proven leadership capabilities, positions him as a key enabler in realising Performics India’s aforesaid vision.

    Das said, “I am extremely pleased to have Gautam as our Chief Operating Officer at Performics India. Gautam brings rich digital experience at the intersection of digital Branding, eCommerce and Performance media. Our clients are looking for full-stack digital solutions, including rich media, SEO, digital creatives, data and AI, to drive specific outcomes.

    Leveraging his holistic understanding on media, data, analytics and eCommerce, Gautam will provide consultative support to our clients in their growth journey. Further, as Chief Operating Officer, Gautam is poised to contribute significantly to Performics India’s continued success and growth trajectory. On behalf of the entire team at Performics India, I congratulate Gautam on this well-deserved promotion and look forward to our continued collaboration.”

    Speaking about the new opportunity, Surath said “These are exciting times at Performics India. We are now well into our journey of creating expertise within our key industry verticals CPG, BFSI/Fintech, OTT and Telecom. We continue to strive to grow our clients market share through a blend of strategic, technological, and product-oriented solutions. In a world where consumers engage with more and more platforms, our 1800 performance marketing experts, who undergo continuous certification on these platforms bring a distinctive advantage to our clients. I look forward to being part of Performics India’s growth journey and the opportunity to shape it.”

  • 2023 digital growth in Indian banking & finance sector: Performics India’s industry report

    2023 digital growth in Indian banking & finance sector: Performics India’s industry report

    Mumbai: Performics India, part of Publicis Groupe India has launched its banking & financial services round-up report 2023. The report reflects on the digital-led growth and potential of the Indian Banking and financial services sector. The digital-led growth of the Indian banking sector in 2023 has been profound, and Performics India’s report offers valuable insights into the factors driving this change, as well as the challenges and opportunities it presents.

    The report underscores the role and significance of digital transformation in propelling the banking sector. With an ever-evolving demographic profile, banks are now compelled to meet the expectations of a new generation that is inherently digital-centric. As fintech companies continue to offer alluring products and services, traditional banks have intensified their efforts to remain competitive in this dynamic landscape.

    The report summarizes the remarkable digital journey of India’s banking and finance sector driven by innovative financial products (e.g. BNPL, payments), the emergence of new market players, heightened fintech adoption, and improved financial literacy. This growth has been further catalysed by the rapid surge in digitalization, establishing digital as the primary medium for educating and engaging with the masses. This aspect is corroborated by an analysis of trends in organic search intents across various financial products. The report also identifies interesting trends within the banking and financial services industry such as open banking, voice banking, personalised banking, search trends, Generative AI, the rise of  ‘Finfluencers’ and regulatory mechanisms for them.

    It further highlights the key drivers of Digital Transformation and the growing acceptance of digital payment methods and how it is driving the growth of the banking sector. The report highlights a remarkable shift, 93 per cent of payments in the past year were executed digitally, with QR code transactions surpassing traditional card and cash transactions. The rising trend of biometric payments indicates a growing trust in biometric technology, with consumers increasingly favouring it over traditional cards and devices.

    Lastly, the report explores Regulatory Updates and Ethical Practices and its impact on the banking sector, emphasizing the importance of bills like the Digital Personal Data Protection Bill and AI regulation in India. These regulations aim to enhance data protection and promote ethical use of AI, safeguarding the interests of both consumers and financial institutions.

    Speaking about the report Performics India CEO Lalatendu Das shared “As the financial services sector undergoes profound transformations, the imperative for digital transformation has never been clearer. The Digital Personal Data Protection Bill and other regulatory measures underscore the importance of safeguarding consumer data in this digital age. Open banking, personalization, and generative AI promise to revolutionize how we engage with our customers, making their financial experiences more personalized, efficient, and secure. With growing competition and dynamic customer expectations, it is important for brands to remain at the forefront of these trends and ensure top-notch services and products. Performics India’s BFS roundup report highlights some key updates and insights from the year 2023, equipping our clients with valuable insights to understand the past year’s trends and strategize effectively for the upcoming year.”  

    Performics India VP banking and financial services Cyrus Shroff further added, “As we stand on the cusp of an exciting era in the Indian banking and financial sector, the ‘Digital Transformation in the Indian Banking & Financial Sector – Roundup Report’ by Performics India serves as an illuminating guide through the shifting landscape. In an age where digitalization has become paramount, this report showcases the dynamic journey of the sector, driven by innovative products, fintech adoption, and evolving consumer expectations. The Indian banking and financial sector stand at the precipice of remarkable change, and this report offers a valuable compass for all stakeholders to navigate this transformative journey.”

    Performics

  • Publicis Groupe partners with Digital India Foundation to launch ‘Decoding ONDC – Perspective For Marketers’ report

    Publicis Groupe partners with Digital India Foundation to launch ‘Decoding ONDC – Perspective For Marketers’ report

    Mumbai: Publicis Groupe India, in partnership with the Digital India Foundation (DIF), is all set to release its path breaking and insightful report on the commerce ministry-backed interoperable network, Open Network for Digital Commerce (ONDC), titled “Decoding ONDC: A Perspective for Marketers.” The report will be made public on 23 November.

    Powered by Publicis agencies Performics, Starcom, and Digitas, the intelligence report looks at simplifying and giving a 360-degree view of ONDC, aiding brands in leveraging open networks in commerce for optimum business results.

    The report is an in-depth playbook tailored for the c-suite and brand leaders, and it covers everything from ONDC architecture and the customer journey, to brand preparation, marketing opportunities and increased reach and discoverability, data policy and the data infrastructure required, and industry-specific perspectives, among other key areas.

    As India’s digital commerce grows at meteoric speed and is further set for a huge uptake with ONDC’s full-fledged launch, Publicis Groupe’s supercharged commerce and technology capabilities, depth of talent and expertise keep brands informed and well-ahead of the curve in a dynamic and evolving retail landscape.

    ONDC will further revolutionise the e-commerce environment by making it more inclusive and accessible to all, bringing buyers, sellers, and gateway service providers onto a single system, enabling further inroads into Bharat (tier II-III towns and rural areas), facilitating digital commerce for smaller and medium-sized businesses, and adding to the collective goal and vision of a self-reliant digital India.

    Publicis Groupe South Asia CEO Anupriya Acharya says, “ONDC will bring in a whole new world of commerce. We expect open networks in commerce to trailblaze innovation and new business models around online retail and to deliver increased reach and additional customers for our clients. It will highlight a more evolved and empowered consumer with a plethora of options. The progress of ONDC and its success trajectory are also being viewed and monitored internationally, and this could likely lead to profound shifts in global commerce as well. Within this context, we felt it was imperative and timely to bring valuable insights, research, and data points around ONDC, which will transform the digital commerce journeys of brands and help marketers adapt and develop strategies, reinvent existing models, and keep their businesses responsive, resilient, and contextual.”

    ONDC co-founder & head of Digital India Foundation and board member Arvind Gupta said, “The success of digital public goods in identity, payments, and social welfare disbursements in India is based upon two principles: trust in technology, and co-creation of value. ONDC is a remarkable step to incorporate these principles to democratise e-commerce, to realise our aspirations for a Digital India, and to empower the millions of people in smaller towns and rural areas who will now have access to technology and digital commerce. Of particular note is what it can do for smaller and medium-sized businesses, putting them on the map nationally and making them discoverable and reachable.”

    “India, with its huge demographic dividend, entrepreneurial talent, and innovative thinking, is a true beacon of ideas for the rest of the world. ONDC will catalyse powerful and progressive social and economic shifts that will benefit not only India but potentially the entire world. DIF’s partnership with Publicis is an exemplary one, and we have collaborated successfully on an outstanding report that guides participant strategy, technology, data, content activation, and investment in the ONDC connected age of commerce,” he added.

    Performics India CEO Lalatendu Das stated, “Technology and commerce will continue to converge through ONDC, leading to exciting opportunities for brands and new avenues for spectacular growth. In view of the transformation in the environment and an entirely new ecosystem taking shape, Publicis can be a powerful enabler in decoding the immense possibilities in ONDC and aiding brands in re-imagining their commerce, revamping strategies, technology, and data infrastructure. We have been paying close attention to brands and their current state of preparedness for ONDC, capturing marked shifts and trends across categories and businesses through our survey and through close conversations with ONDC top executives, industry leaders, and decision-makers. The range and depth of information presented in the report is sure to help marketers gain actionable insights that strengthen and future-proof their businesses.”