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Tag: Rajiv Kumar

  • DS Group and WPP decode digital chaos with India’s first marketing playbook

    DS Group and WPP decode digital chaos with India’s first marketing playbook

    MUMBAI: In India’s ever-buzzing ad world, there’s finally a playbook to crack the digital code. FMCG giant DS Group, in partnership with WPP Media, has launched Dcode – The Guide to Digital Marketing, a first-of-its-kind manual designed to streamline and elevate the country’s digital marketing practices.

    Unveiled at a high-profile event featuring panel discussions and keynote sessions, Dcode blends academic rigour with agency know-how to deliver practical templates, systems and best practices across the entire digital spectrum from paid media and SEO to influencer marketing and online reputation management. And here’s the kicker: it’s open access, free to download for anyone from CMOs to curious students.

    The initiative couldn’t be timelier. India’s media and advertising industry is projected to grow 7 per cent in 2025 to Rs 1,64,137 crore, with digital leading the charge at an 11.5 per cent growth rate, cornering 60 per cent of the market share and contributing Rs 10,225 crore of incremental ad spend. But this rapid expansion has been dogged by fragmentation, inconsistent methodologies and inefficiencies. Dcode aims to cut through the clutter by providing a regularly updated, evolving resource.

    “Digital isn’t just an option anymore; it’s a strategic imperative,” said DS Group vice chairman Rajiv Kumar calling Dcode a “legacy resource” for marketers, agencies and enthusiasts navigating today’s complex ecosystem.

    Echoing the sentiment WPP Media South Asia CEO Prasanth Kumar described Dcode as a “significant leap” that redefines industry standards, empowering businesses and professionals alike to thrive in a digital-first world.

    Positioned as a living guidebook, Dcode will be refreshed with the latest practices to ensure it remains relevant in a space where algorithms change as quickly as consumer behaviour. For India’s marketers, it might just be the cheat sheet they’ve been waiting for.
     

  • Metal of honour Vedanta’s Independence Day ode powers India’s rise

    Metal of honour Vedanta’s Independence Day ode powers India’s rise

    MUMBAI: When it comes to nation-building, Vedanta Aluminium is proving that not all heroes wear capes some shine in silver sheen. This Independence Day, India’s largest aluminium producer launched its campaign “Badhte Bharat Ki Pehchaan”, a tribute to the metal fuelling the country’s self-reliant march towards Viksit Bharat@2047. The campaign rolled out in cinematic style. It began with teasers that celebrated India’s progress without revealing the engine behind it. The suspense gave way to a digital film, unveiling aluminium as the invisible force powering India’s EVs, solar farms, defence systems, and smart infrastructure. The film closed on a resonant note: “Hum hai Vedanta Aluminium. Hum Badhte Bharat ki Pehchaan hain.”

    For Vedanta Aluminium CEO Rajiv Kumar the message is clear: “This year’s Independence Day theme, ‘Naya Bharat’, reflects a reality in the making. Aluminium is the ‘metal of the future’, enabling everything from clean energy to defence alloys. Our campaign is a salute to that spirit of innovation and resilience.”

    The tribute didn’t just play out on screen. Vedanta turned the spotlight on its employees, who shared selfies on social media with the campaign line, calling themselves the real faces powering India’s industrial leap. The company also kicked off a snippet series that zooms into its role in high-growth sectors like electric mobility, renewables, aerospace, defence and infrastructure industries critical to India’s ambition of becoming a $5 trillion economy and beyond.

    From EV batteries and solar panels to combat-ready alloys and metro rail structures, aluminium’s versatility is pitched as India’s growth catalyst. By positioning itself at the centre of this industrial shift, Vedanta Aluminium isn’t just selling a metal, it’s scripting a metaphor: India’s strength, resilience, and future, all rolled into one shiny sheet.

    So, while fireworks lit up the skies this Independence Day, Vedanta made sure aluminium lit up the nation’s imagination. After all, in the story of a rising Bharat, the real sparkle might just be metal deep.

  • Pulse races past Rs 750 crore in sales, proving India still has a sweet (and tangy) tooth

    Pulse races past Rs 750 crore in sales, proving India still has a sweet (and tangy) tooth

    MUMBAI: DS Group’s chart-topping confectionery star, Pulse, has smashed yet another milestone, clocking over Rs 750 crore in consumer sales in FY 2024–25 — that’s one candy for every Indian, and then some.

    Launched in 2015, the humble hard-boiled treat with a twist — a tangy core wrapped in raw mango nostalgia — has now dominated the category for nine years running, holding a 19 per cent market share and growing at a blistering CAGR of 15 per cent over the last three years. That’s well above the category average of 9 per cent — not bad for a candy that initially rode on word-of-mouth and a punchy tagline, ‘Pran Jaaye Par Pulse Na Jaaye.’

    From bustling kiranas to highway dhabas, Pulse’s unmistakable zing has made it a fixture in both urban pockets and rural corners. Its distribution game, once a startup hustle, has evolved into a sleek, hyper-efficient network powering India’s most widely distributed hard-boiled candy.

    But Pulse isn’t just about popping sugar bombs. It’s a full-blown case study at IIM Ahmedabad — a masterclass in flavour innovation, cultural insight, and unconventional marketing. Remember the ‘Pulse of the Sky’ kite-flying campaign that entered the Limca Book of Records? That was just one of many stunts that kept the buzz alive between launches of new flavours like guava, pineapple, orange, and the latest, ‘Pulse Golmol Imli Goli’, a chewy nod to India’s timeless tamarind love affair.

    And the brand isn’t resting on its laurels. With viral UGC, organic celeb love, and award-winning campaigns from ‘Pulse Ka Pandal to Pulse Ganesh Mahotsav’, DS Group continues to stir the market with every pop.

    “DS Group’s vision for Pulse, a leading Indian ethnic confectionery brand in India, is to evolve it into a multi-format, multi-occasion offering. We plan to achieve this by strategically moving into adjacent product categories, exploring innovative new formats, and capitalising on the rich tapestry of regional flavors. Our consistent focus on brand building, enhanced consumer engagement, and achieving deeper market penetration will help us maintain our leadership position. We’re aggressively pursuing both domestic and international markets for expansion. On the domestic front, we’re leveraging our robust distribution network that has a reach of over 35 lakh outlets across India,” said DS Group vice chairman, Rajiv Kumar.

    “Pulse, with its delightful fusion of fruity and surprisingly tangy flavors, particularly the familiar raw mango with a zesty core, offered an unparalleled sensory experience to the consumer. This distinctly appealed to India’s preference for tangy tastes which was a significant departure from the Western-format candies prevalent at the time. Pulse candy stands as a testament to the evolving Indian consumer who is more value-conscious today and DS Group truly leveraged this understanding by disrupting the market with its pricing strategy. At a time when 86 per cent of the hard boiled candy market was at the 50-paise price point, Pulse boldly launched at Rs 1. This wasn’t just a higher price; it was a perceived higher value that resonated deeply with our palates and our pockets,” Kumar added.

    “Pulse revolutionised the confectionery market by challenging the notion that candies were solely for children. It strategically tapped into an overlooked demographic, the adults, thereby significantly broadening the consumer base for impulse confectionery. Why should kids have all the fun? That was the premise. We leveraged our keen understanding of local palates and unmet consumer needs, allowing Pulse to redefine the segment and establish itself as a trendsetting brand with remarkable consumer loyalty. Even our packaging and design for Pulse was clutter breaking,” he said.

    Call it a candy. Call it a case study. Either way, Pulse is still the flavour of the nation.

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  • DS Group’s Pulse Candy was recognised by IIMA as a case study in marketing excellence

    DS Group’s Pulse Candy was recognised by IIMA as a case study in marketing excellence

    Mumbai: Being a leader in the hard-boiled candy segment for the last eight years, Pulse Candy has captured millions of consumers’ taste buds. The IIMA case study examines the marketing strategies and strategic decisions that fueled Pulse Candy’s rise to prominence. It looks at how DS Group identified market needs, developed a unique product, and navigated various challenges to achieve success.

    “We are deeply honoured by IIM Ahmedabad’s recognition of Pulse Candy as a case study,” said DS Group vice chairman Rajiv Kumar. “This acknowledgement highlights our team’s dedication and the product’s significant impact on the market. Our continuous focus on innovation and dedication to deliver what the consumer wants is what has helped us flourish and remain relevant since the last 95 years. We hope this case study serves as an inspiration to future marketers and entrepreneurs.”

    IIM Ahmedabad prof Sanjay Verma said, “The inclusion of Pulse Candy in our case study series underscores the remarkable intersection of innovation and strategic acumen. Pulse Candy’s journey from a bold market entry to industry leadership is a testament to the power of creative marketing and strategic vision. This case study not only highlights DS Group’s ability to identify and capitalize on market opportunities but also provides invaluable insights for future business leaders. It is a compelling example of Culture Marketing and how well-executed strategies can redefine market dynamics and achieve unprecedented success.”

    This three-part case study examines DS Group’s strategic entry into the competitive hard-boiled candy market. The FMCG giant’s transition into a sector dominated by established national and international players is explored in detail. The study analyzes the identified market opportunity and DS Group’s approach to product differentiation. It provides a comprehensive overview of market size, growth, segmentation, key competitors, and distribution channels.

    The launch of Pulse Candy is the second part of the series and is highlighted as a turning point in the case study. By identifying a consumer preference for tangy raw mango, DS Group created a unique, premium candy. This innovative product, with its distinctive taste and packaging, rapidly gained popularity, surpassing competitors to become the market leader.

    Pulse Candy’s success is further examined in terms of marketing strategies and challenges in the third series. Pulse Candy achieved Rs 1 billion in sales in eight months through BTL, digital, and influencer marketing. Despite counterfeits, copycats, and shortages, DS Group’s strategies maintained market dominance.

  • DS Group celebrates 95 years with corporate film

    DS Group celebrates 95 years with corporate film

    Mumbai: Dharampal Satyapal Group (DS Group), a multi-business corporation and an FMCG conglomerate marks its 95th anniversary with the launch of a heart-warming corporate film. Founded in 1929, the DS Group has grown into a successful business story, blending a remarkable history and legacy with visionary growth. The film pays tribute to the enduring bond with consumers, capturing the essence of the Group’s diverse product portfolio, which spans food and beverages, confectionery, mouth fresheners, hospitality, agri-business, luxury retail, etc.

    Directed and produced by The Titus Upputuru Company, the film features renowned Bollywood actor ‘Rahul Khanna’. The film opens with him walking along a long corridor, speaking directly to the camera, “Aapka aur hamara bahut hee lamba aur kareebi Rishta hai” (Our relationship has been long and intimate). This sets the tone for a series of heartwarming moments that showcase the deep connection DS Group’s products have fostered with consumers over the decades.

    “We are thrilled to celebrate DS Group’s remarkable 95-year journey with this special film. Our unwavering commitment to quality and innovation has led to building a Group which is a house of brands today. This film is a heartfelt tribute to millions of loyal DS Group customers, reflecting countless shared moments and embodying our philosophy: Create What is Worth Creating,” said DS Group vice chairman, Rajiv Kumar.

    “Creating yet another corporate film this year was a heartfelt journey, as we captured the deep connections and cherished moments that DS Group’s products have fostered with consumers over the years. Each scene is a celebration of the joy, comfort, and nostalgia that these products bring into people’s lives. It is an honour to bring to life the story of a brand that has touched so many hearts and continues to innovate with unwavering dedication,” said Titus.

    In a series of beautifully crafted vignettes, the film presents various scenarios where DS Group’s products bring joy to people’s lives. For instance, a group of youngsters in a library, where a boy’s hidden Pulse candy sparks a playful commotion. A young man is seen cooking with Catch Garam Masala, sharing a tender moment with his mother via video call.

    Celebratory moments include a classy wedding scene where a man enjoys Tulsi Royal Khajoor and a playful serenade where a boy refreshes with Pass Pass after being teased by a girl. Other scenes feature a lady in a limousine enjoying Silver Pearls before helping a stranger, a young man savoring  Ksheer ghee on a parantha after a gym session, and a woman waking up to a surprise gift of LuvIt Chocolates with a birthday message.

    Rahul Khanna’s voice-over enriches each scene, highlighting the joy brought by the individual brands. The film concludes with Khanna reminding viewers, “Agli baar jab aap ko koi cheez pasand aajaye, toh aap use palat ke dekhiyega…Zaroor hamara naam dikh jaayega.” (Next time when you enjoy something, make sure you take a look at the back of the pack. You will find our name there).

  • DS Group unveils #SaveTheFuture campaign

    DS Group unveils #SaveTheFuture campaign

    Mumbai: Dharampal Satyapal Group (DS Group), a multi-business corporation and a leading FMCG Conglomerate, gears up to celebrate World Environment Day by launching an innovative awareness campaign, #SaveTheFuture. This compelling campaign highlights the pressing need for sustainable living and the disastrous outcomes of unchecked environmental degradation.

    This innovative #SaveTheFuture campaign kicked off on 5 June, on World Environment Day, with a unique ‘newspaper of the future’ print ad which is the centerpiece of this campaign. Scanning a code opens a video showcasing future headlines like ‘The grass is no longer greener on either side,’ ending with the message: ‘Our sayings will lose their essence if we don’t act now to save the nature.’ The campaign will unfold in phases, utilizing various media and digital platforms to convey its message.

    Throwing light on the recently launched campaign, DS Group vice chairman Rajiv Kumar said, “DS Group has always reaffirmed its commitment to a greener and more sustainable planet. With our latest #SaveTheFuture campaign, we aim to provoke thought and inspire action through innovative storytelling and digital engagement. The #SaveTheFuture campaign serves as a wake-up call, urging individuals and communities to rethink their relationship with nature and adopt sustainable practices for a better tomorrow for future generations.”

    The #SaveTheFuture campaign is built on a profound insight into human nature ‘our tendency to undervalue the treasures we possess until they are lost’. Through a combination of innovative and tech-based storytelling and immersive visuals, DS Group endeavours to showcase a glimpse of a possible future ravaged by environmental neglect. The campaign will run on various social media platforms, where AI-generated images will highlight issues like pollution and the importance of preserving water reservoirs, complemented by reels from content creators, etc. An AI-created audio-visual montage will depict a grim future if degradation continues.

    The #SaveTheFuture campaign is poised to make a significant impact on World Environment Day and beyond, challenging individuals and institutions to confront the stark realities of environmental degradation and embrace a collective commitment to positive change.

  • DS Group’s confectionery business marks ₹1,000 crore milestone

    DS Group’s confectionery business marks ₹1,000 crore milestone

    Mumbai: Dharampal Satyapal Foods Ltd (DSFL), the confectionery arm of DS Group, has achieved a significant milestone by surpassing ₹1,000 crores in annual sales turnover in FY 2023-24. DS Group is the second largest confectionery player in the non-chocolate category and amongst the largest, fastest-growing Indian confectionery players in the industry commanding a leadership position in the Hard Boiled Candy (HBC) and Indian ethnic confectionery (IEC) segments. The confectionery division of DS Group has grown by over 20 percent CAGR in the last three years while the industry has grown at nine percent and plans to accelerate business with a CAGR of approx. 30 pc over the next five years through organic and inorganic growth.

    With one of the largest distribution networks in the country today, DS Group’s confectionery products are available in over 26 lakh retail outlets, directly and indirectly, and its market share dominates the closest competitor in Hard-Boiled Candy (HBC) and Indian ethnic confectionery (IEC) segment.  Innovation and the route-to-market strategy with an omni-channel presence including modern retail, e-commerce, and quick commerce, have been the key growth drivers. Building upon its strong foundation and leveraging the strength of its understanding of flavours and fragrances and consumer taste buds, the confectionery arm of DS Group aims to achieve a sales turnover of ₹5,000 crores over the next five years. This ambitious goal will be achieved through organic and inorganic growth. Currently, the company holds a dominant position in North and East India and is strategically expanding its presence in South and West India.

    Speaking on the occasion, DS Group vice chairman Rajiv Kumar said, “We are thrilled to announce the ₹1000 crore sales turnover of the confectionery arm of DS Group in the financial year 2023-24. This achievement is a result of our strategic focus on enhancing indigenization, expanding our product portfolio, and having one of the largest distribution networks in the country. Looking ahead, we aim to grow our presence in the chocolate segment while strategically expanding our leadership position in the Indian ethnic confectionery category with innovative products.”

    Championing sustainability efforts, a robust fleet of 800-plus electric vehicles is deployed in the distribution of confectionery products, thereby contributing to a cleaner environment.  The Group is driven towards responsible expansion with intense investments planned in the ESG space. The aim is to govern DS Group through the highest professional and ethical standards lead with integrity, and deliver impact responsibly while maintaining the trust of partners, colleagues and society.

    DS Group’s culture of innovation and commitment to quality is evident across all segments of DSFL’s business. The company has crafted compelling brand narratives and distinct consumer propositions for its key brands like Pulse, Pass Pass, Rajnigandha Pearls, Chingles, Pulse Natkaare, and the recently acquired LuvIt. Despite the competitive nature of the hard-boiled candy market, DSFL’s brand “Pulse” has maintained its position as the market leader for the past eight years. In the competitive Indian Ethnic Confectionery segment, DSFL stands out with its diverse offerings. The “Pass Pass” blend caters to those who enjoy a mix of flavors, while “Rajnigandha Pearls” offers a single-ingredient experience.

    Through continuous innovation, DSFL has successfully transformed the Indian Ethnic Confectionery category into a branded and organized market, providing consumers with unique options to suit their preferences. Leveraging its innate understanding of the flavors and tastes of modern India, the company is strategically contemporizing its ethnic product portfolio while focusing on Gen Z habits, strengthening modern trade channels, capitalizing on influencer marketing, and harnessing new-age technologies to amplify product reach. This accentuates the corporate ideology of ‘Create What is Worth Creating’.
     

  • National Geographic India honours democratic spirit with a special feature titled India Votes #WorldsLargestElection

    National Geographic India honours democratic spirit with a special feature titled India Votes #WorldsLargestElection

    Mumbai: India, with nearly 97 crore registered voters, stands tall as the titan of elections as compared to USA with just 16.8 crore and Russia with 11.4 crore registered voters respectively. Interestingly, the size of the population of Uttar Pradesh is equivalent to the combined population of Germany, UK and France. As the general election fervor grasps the nation, National Geographic India brings the grandest spectacle of the year – ‘India Votes #WorldsLargestElection’. Hosted by actor Cyrus Sahukar, this 44-minute special feature offers an exclusive peek into the world’s largest elections, India’s General Elections 2024, spotlighting the intricate nuances and complexities of the country’s electoral process.

    Premiering on 23 May at 8 PM on National Geographic, this captivating film serves as a beacon of insight into the upcoming general elections, evoking a strong sense of national pride and fervour for the democratic prowess. Set against the backdrop of India’s vast electoral landscape, the film strikes a balance between being informative and light-hearted, appealing to the young audience. From decoding general elections to saluting the foot soldiers of Indian Election, it showcases the scale, grandeur, technology, and human spirit inherent in the Indian Elections. The film also delves deep into the beating heart of Indian democracy and the nerve centre of our nation – the all-new parliament. Presenting India’s vibrant democratic processes, the film promises to uncover every aspect of the electoral journey like never before. Not only does it capture the Chief Election Commissioner of India in action, as he prepares for the elections, but the film also delves into his personal journey, providing viewers with a glimpse into his life beyond his official duties.    

    “At National Geographic, we are committed to bringing groundbreaking narratives and experiences that inspire people to see the world with optimism, energy, and hope. With this election special feature, we are thrilled to showcase the incredible journey of democracy in action, inviting viewers to celebrate the power of every vote and the unity it fosters in our nation,” said a National Geographic Spokesperson.  

    “The preparation for the general elections begin almost two years in advance. So we began around 2022. It’s a huge amount of capacity building, technological upgradation which has to happen, preparation of polling stations. 

    Announcing the election actually, it is one of the biggest professional events in one’s life, one very rarely gets this kind of public trust of 96 crores, 960 million Indian voters to do the elections peacefully inducement free, violence free and it’s a huge responsibility. ” said Rajiv Kumar, Election Commissioner of India.

    As the anticipation builds and the nation braces itself for the democratic spectacle of the year, ‘India Votes: World’s Largest Election’ stands as a testament to the indomitable spirit of Indian democracy.

  • News Nation Budget Conclave: grids of reforms for new India’s $5-trillion economy

    News Nation Budget Conclave: grids of reforms for new India’s $5-trillion economy

    MUMBAI: News Nation hosted a mega event decoding how the Modi Sarkar will achieve the Herculean task of $5-trillion economic growth.

    Spread over four sessions, eminent speakers such as Union Minister Nitin Gadkari, Niti Aayog Vice-Chairman Rajiv Kumar and veteran journalist Gautam Chikarmane dissected the finer points of the most important event in India’s fiscal calendar.

    Day after Union Finance Minister Nirmala Sitharaman presented her maiden Union Budget for the second term of the Narendra Modi government, News Nation on Saturday hosted a mega event decoding how the Modi Sarkar will achieve the Herculean task of $5-trillion economic growth. Spread over four sessions, eminent speakers such as Union Minister Nitin Gadkari, Niti Aayog Vice-Chairman Rajiv Kumar and veteran journalist Gautam Chikarmane dissected the finer points of the most important event in India’s fiscal calendar.

    In the first session, talking to News Nation’s Deepak Chaurasia, Union Minister Nitin Gadkari said that, “There will be ‘magical’ growth in India in next five years.” Highlighting the national water and road grid framework, Gadkari said that, "The allocation for the Ministry of Road Transport and Highways has been increased to Rs 83,016 crore in the budget as against Rs 71,000 crore in 2018-19 which was revised to Rs 78,625.50 crore".

    On promoting electric vehicles, Gadkari said the main objective of phase-II of FAME scheme approved by the Cabinet is to have cost effective vehicle system and curb pollution. “We need to develop a cost effective, pollution free and indigenous transport system,” he said. GST for electric vehicles has been reduced to 5 per cent whether they are three wheelers, four wheelers or two wheelers. This can help us making leader in electric vehicle manufacturing unit.

    In second session, MoSfinance Anurag Thakur said that the focus of Modi government is to renew the fight against corruption. He also lauded the Centre’s special initiatives that have lessened the corruption in corporate sector. "Jo brasht hai, usse kasht hoga, " Thakur said. "Government proposed a 100 percent foreign direct investment (FDI) in the insurance intermediaries in the Union Budget 2019. Less than 3.5 crore people used to pay tax earlier. It is only because PM Modi's efforts that the taxpayers have doubled," Thakur added.

    The third session of experts discussed about the new ways how India can achieve holistic growth.  The experts included MK Venu, Sachin Chaturvedi and NC Saxena. 

    Chaturvedi said that infrastructure is expanding in the country, this shows governments commitment towards development. BJP's spokesperson Zafar Islam said that the government delivered in the last five years, we will continue the development work. Attacking the Modi government, Saxena said that, “Rate of growth of bottom 50 per cent need to be looked into. There’s a need to increase number of doctors and nurses in rural areas. Agrarian distress needs our immediate attention. Total number of jobs have gone down. Section of society jobless. Women empowerment overlooked this budget,” Saxena added.

    In last session, Niti Aayog’s Rajiv Kumar gave an optimistic tune to the exercise, saying there are many sectors in which we can easily achieve double digit growth. The economist said the government's focus is on 8.4 per cent growth and to maintain it further just like China maintained it for nearly 30 years between 1978 and 2005. During the time, China maintained a stable economic growth of 9.6.     
     

  • Mobile commerce: The key to impulse shoppers

    Mobile commerce: The key to impulse shoppers

    E-commerce industry’s success stories and reliability are the key factors determining its popularity. Customers have gained a new edge of convenience with products and services available at a click. Apparently, a new wave of innovation in the name of mobile commerce is gaining prevalence by driving new avenues for the e-commerce industry in India.

     

    Accessing an e-commerce portal on desktops and laptops has never been a hindrance; however, accessing the same website on phones have bulged various problems because they were primarily designed for big screens. Considering the mounting usage of mobile phones over big screen computers, mobile commerce has emerged as a key to impulse shoppers.

     

    Mobile commerce offers dual benefit – ease of navigation tools and the flexibility to shop; therefore, attracting a large number of customers. Nowadays, more and more e-commerce websites have become mobile friendly, which has accelerated the footfall on such websites by a huge number. The trend is gradually catching up in India like our European counterparts.

     

    According to a study conducted by global financial group ING, Europeans are now shopping frequently via mobile phone, British being the most impulsive shoppers. India has adapted to this innovation extensively and is observing its acceptance from customers on a large scale. Currently, a major chunk of our tech savvy population is inclined towards mobile commerce. Various studies have shown that mobile devices such as smartphones and tablets are leading to an increase in impulse buying among consumers. There is also a lot of scope for growth in this segment as only 40 per cent users make purchases using their mobile devices.

     

    Impulse shopping is triggered among consumers due to the availability of simple and easy to use technology that is used widely in m-commerce platforms. Its usage is rapidly increasing with evolution of mobile technologies. This innovative transformation is creating seamless opportunities for prospective businesses. While adding greater convenience to customers by providing more personalised services, mobile commerce equally benefits the retailers by reducing their cost of production.

     

    According to an independent study conducted by Manusis Technologies, 42 per cent purchases made on mobile devices are based on impulsive decisions. The attractive offers and discount coupons offered by mobile apps create a sense of urgency among buyers. Often, they make hurried purchases fearing an impending stock-out situation or rising prices of the commodity. Eventually, it positively impacts the store owners’ sale and revenues.

     

    M-commerce is a great opportunity for these retailers and e-commerce owners to tap impulse purchases from customers. Snapdeal, one of India’s biggest e-commerce stores, has witnessed an increase in sales via mobile purchases in the past year. Many of these purchases might have been made at the spur of the moment.

     

    (These are purely personal views of StoreHippo.com CEO and founder Rajiv Kumar and indiantelevision.com does not necessarily subscribe to these views.)