Shalini Priya

Let’s connect if you have traffic for Swiggy..

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Mind-blowing stats that show why India's 𝗾𝘂𝗶𝗰𝗸 𝗰𝗼𝗺𝗺𝗲𝗿𝗰𝗲 is not just growing - 𝗶𝘁'𝘀 𝗘𝗫𝗣𝗟𝗢𝗗𝗜𝗡𝗚! 🔥 The numbers tell an incredible story: Market size projected to hit $5.5B by 2025 (15x growth from 2021) 300% YoY increase in quick commerce orders 75M+ active users across platforms 𝗧𝗼𝗽 𝗽𝗹𝗮𝘆𝗲𝗿𝘀 𝗿𝗲𝘀𝗵𝗮𝗽𝗶𝗻𝗴 𝘁𝗵𝗲 𝗴𝗮𝗺𝗲: 1. Zepto: $200M+ monthly GMV 2. Blinkit: 100 dark stores added in last quarter 3. Dunzo: 2M+ monthly transactions 4. Swiggy Instamart: Present in 25+ cities 🪔 𝗗𝗶𝘄𝗮𝗹𝗶 𝗘𝗳𝗳𝗲𝗰𝘁: a) 4x surge in order volumes b) 85% increase in household essentials c) 200% jump in gifting categories d) Average basket size up by 60% 𝗘𝗺𝗲𝗿𝗴𝗶𝗻𝗴 𝗧𝗿𝗲𝗻𝗱𝘀: a) Dark store network expansion to Tier 2 cities b) AI-powered inventory management c) 15-min delivery becoming the new normal d) Cross-category integration (groceries + medicines) 💡 𝗪𝗵𝗮𝘁'𝘀 𝗡𝗲𝘅𝘁? a) 𝘽𝘽 𝙉𝙤𝙬, 𝙅𝙞𝙤𝙈𝙖𝙧𝙩 𝙀𝙭𝙥𝙧𝙚𝙨𝙨, 𝙁𝙡𝙞𝙥𝙠𝙖𝙧𝙩 "𝙈𝙞𝙣𝙪𝙩𝙚𝙨" 𝙖𝙣𝙙 𝘼𝙢𝙖𝙯𝙤𝙣 entering the space. b) Consolidation wave expected c) Focus on profitability vs pure growth d) Hyperlocal partnerships with kiranas 𝗧𝗵𝗲 𝗾𝘂𝗶𝗰𝗸 𝗰𝗼𝗺𝗺𝗲𝗿𝗰𝗲 𝘄𝗮𝗿 𝗶𝘀 𝗴𝗲𝘁𝘁𝗶𝗻𝗴 𝗾𝘂𝗶𝗰𝗸𝗲𝗿! Who do you think will lead this space by 2025? #QuickCommerce #IndianStartups #Retail #Innovation #TechIndia #FutureOfDelivery #DigitalIndia

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What has happened to Zomato's food delivery business in the UAE? Zomato is a household name in India. With some international ambitions, it expanded its business to UAE and other countries between 2012 and 2019. It became the No:1 destination for the food delivery business in Dubai in a short time. UAE business for Zomato accounted for 20% of its orders at one point. Talabat, a Kuwait-based food delivery startup entered the UAE market with great pomp and show. The competition started building up in no time. To grab the business from Zomato the other two companies - Talabat & Noon started charging zero delivery fees for food delivery in the UAE. They also introduced a pro package for customers with a meager amount per month. They also put in more bike riders for a speedy delivery. Other players like Uber Eats & Deliveroo also lured customers with their inbound marketing strategies. Zomato being a dominant player in the market didn't heed those hints in the market. They continually charged customers the delivery fees and hiked amounts for the food on the menu. Zomato didn't listen to the voices and the customers opted for Noon & Talabat in no time and avoided placing orders on Zomato. The game went on for some time and the other players could delay the game as they were adequately funded by VCs or themselves being the big corporate houses. It was at this time Talabat offered a hefty sum to take over the business of Zomato in the UAE. They acquired the UAE business for a handful amount of $172 Mn in 2019. It's the customer's loss as this deal has materialized in due course. What we miss is the professionalism in customer service and technology of Zomato in the UAE which other players couldn't copy in the region till now. As soon as Zomato left the UAE market Noon and Talabat started charging delivery fees and increased subscription charges and now they are almost like a duopoly in the market with increased business and share. Deepinder Goyal, the founder of Zomato filed that Zomato is stopping its UAE business as it is part of the organization's goal of focusing on the Indian market and wants to stop all international subsidiaries. A bad move indeed.

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Paytm in Talks to Sell Ticketing Business to Zomato in Strategic Shift Paytm is reportedly in talks with Zomato to sell its movie and events ticketing business. This move comes as Paytm focuses on its core fintech business after facing declining sales. Zomato, with its growing cash reserves, it's an opportunity to expand its food delivery offering by integrating events and ticketing into its app. For Paytm, the ticketing business is a growing but non-core vertical. While Paytm Insider saw revenue jump in FY23, it still represents a small portion of their overall income. Zomato, on the other hand, is already investing in this area with a dedicated "Events" tab and aims to diversify beyond food delivery. This potential deal reflects both companies' current positions. Paytm needs to streamline operations after regulatory hurdles, while Zomato seeks growth opportunities. Both companies have confirmed the discussions but no final agreement has been reached. This is a space to watch as the Indian food and entertainment landscape evolves. What do you think? #zomato #paytm #ecommerce

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2021: Only grocery delivery app in India with 10 minutes delivery 2024: Competitor chasing the '10 minute' brand segment Zepto is the only player sticking to its original promise - and is clearly acing it Scaling up a grocery delivery business is particularly challenging in India. And adding up a unique attribute, as huge as this –  has clearly been game changing for Zepto. Success didn’t come easy to Zepto too, There was a time when all the Q-commerce players faced backlash & people questioned the safety of drivers. Some brands stopped claiming the delivery time altogether, from “groceries in 15-30 minutes”, they went to “groceries in minutes” But Zepto didn’t, it went on to install a myriad of dark stores across locations, and is already serving superfast deliveries in 10 cities. Top 3 factors that helped Zepto drive exceptional growth over a very short span of time: - Captivating Customer Experience: The platform served a deeply engaging user experience and the service promise was being consistently fulfilled – a powerful combo. - Outstanding Retention: All thanks to near-perfect buying journey, Zepto achieved a retention rate which was considered only to be a fantasy for the industry earlier. - Not slowing down: More dark stores and continuous geographical expansion at the same time helped the startup acquire customers in huge numbers. Zepto cracked the key to scale in the quick commerce space by constantly growing at the same pace, and not compromising customer satisfaction at the same time – simple yet not easy. A perfect example of go big, go fast – it is surely a fascinating study for the space creators. No matter the circumstances, the brand didn’t let go of its biggest differentiator, eliminating all the question marks experts had put to its launch. What do you think is going to be the future of grocery delivery space in India? #casestudy #growth #startup

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🚀 Zepto’s 'Shagun Ka Lifafa' Campaign: A Game Changer This Raksha Bandhan! 🎉 Zepto has truly outdone itself this Raksha Bandhan with their "Shagun Ka Lifafa" campaign, setting new benchmarks and delighting customers across India. This isn’t just another festive campaign—it’s a masterstroke in modern marketing, with a cultural twist that resonates deeply. Here’s why this campaign stands out and how it crushed records with 1 Million OPD on a super Sunday, surpassing their previous milestone of 0.7 Million OPD on their Third Anniversary which they recently celebrated: 🌟 Cultural Connection Meets Modern Excitement: Zepto beautifully marries tradition with innovation. The age-old custom of Shagun Ka Lifafa is reimagined with a modern flair—scratch cards with every delivery that promises big wins like cars, Dubai trips, and more! 🎁. By the way, I received upto 30% off on Real Juices and Rs.500 off on EMT. 🌟 Everyone’s a Winner: Unlike typical promotions, Zepto ensures no one is left empty-handed. Every order gurantees a lifafa, and every lifafa guarantees a prize, which not only boosts customer satisfaction but also builds strong brand loyalty. 🏆 I just placed one order on Zepto today, just to check whats the craze about the Lifafa, and I just went ahead to have this post written. 🌟 Strategic Partnerships: Collaborations with brands like Dabur, Easemytrip, Ariel, and Tide elevate the campaign, offering diverse and desirable prizes that appeal to all demographics. This strategic move adds immense value to each order. 🤝 Haldirams, Snickers, Hershey, McCain and not to forget BSC - Bombay Shaving Company - Gaurav Anand are few of many participating brands. 🌟 Creative Brilliance by Chandan Mendiratta: The campaign carries the hallmark of Chandan Mendiratta’s genius, from the catchy rap ad that perfectly encapsulates sibling love and banter, to the overall conceptualization of the lifafa. It’s all Chandan—every bit of it! 🎨✨ It has Chandan written all over the campaign. 🌟 Record-Breaking Numbers: With an astonishing 1 Million Orders Per Day, Zepto not only surpassed their previous records but also demonstrated their operational excellence. This achievement sets a high bar for what’s possible in festive marketing! 📈💥 As we look ahead to the upcoming festive season, the calendar at Zepto must be buzzing with new ideas. I’m on the edge of my seat to see what they come up with next to break even more records! Kudos to the entire Zepto team, and especially to Chandan Mendiratta, for crafting a campaign that’s not just memorable but monumental. 👏 🌟 Don't forget to check the usual banter between a brother & sister on the front of the lifafa. "you have no friends because.. you're lame" is my favourite one. #Marketing #Branding #RakshaBandhan #Zepto #Innovation #CustomerDelight #RecordBreaking Aadit Palicha Devendra Meel Kaivalya V. Chandan Mendiratta

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THE WORLD OF CELEBRITY BRANDS Kroll is out with its annual survey on celebrities once again. And Virat Kohli in spite of his relatively decreasing fortunes in cricket is no 1 again beating the top film stars. What is interesting is that almost 50% of the ad spends are now digital. India now really looks like a mature market for digital. Such is the force of celebrity endorsement in India that the top 25 in terms of television presence had endorsed 311 brands over 22 categories. This pretty much makes India I think a celebrity brand market. Celebrity endorsements dominate brand advertising. And often marketers don't even care about the fit of the brand to the celebrities personality. The top 3 brands advertised on television are Harpic by Akshay Kumar, Lux soap by Anushka Sharma, Kareena Kapur and ( gulp!) Virat Kohli and Veet endorsed by Sara Ali Khan. Of course Viraj is not the first male to feature in a Lux Soap ad. Shahrukh Khan appeared in a Lux soap ad back in 2005. In the West, they found that male celebrities did not work for Lux Soap after they tried Paul Newman in a Lux film ages ago. But obviously India has discarded that learning because celebrities are a potent force in the country. Gender hardly seems to matter? Another new trend is that celebrities are now entering our board rooms with interests in start ups and other ventures. Celebrities as entrepreneurs are a new trend. But is mass advertising with celebrities resulting in fatigue. Often one tends to remember the celebrity rather than the brand. As the overdependence of celebrities for Indian brands becomes more and more prominent, one has to see if this trend is deteriorating the quality of advertising ideas in India since they are so celebrity dependent. #advertisingandmarketing #celebrityendorsement #brandmanagement

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#D2C Brands: #QuickCommerce—A Game-Changer or a Threat? Over the last 1-2 years, I’ve been urging D2C brands to embrace Quick Commerce (QC). Today, it’s no longer optional—it’s the most transformative shift in consumer behavior since marketplaces like Amazon and Flipkart emerged. If you still have the relationships and the window, this is land-grab time! How Did We Get Here? The Early Marketplace Era (Amazon/Flipkart): • These platforms disrupted traditional distribution, creating challenges for legacy brands. Sales attribution, conflicting regional offers, and the alienation of local distributors made it hard for older players to adapt - while customers were loving the home delivery (behaviour change #convenience over #familiarity) • Challenger brands thrived: Delivering to 1-2 locations with monthly POs, better margins, and national visibility. Marketplaces made them discoverable, even if delivery took 2-3 days (customers were still happy). The Shift to Quick Commerce: • QC has redefined online retail, emphasizing speed, convenience, and instant availability (huge change / #convenience over #novelty). • Unlike marketplaces, QC tilts the game in favor of older brands, thanks to: - Multiple delivery points engaging local distributors. - Weekly POs and instant stock replenishment, a system legacy players already excel at. - Profitable unit economics, making QC sustainable for established players. What Does This Mean for D2C Brands? The channel that once gave challenger brands a platform is now leveling the playing field—and if D2C brands don’t act fast, legacy players will reclaim dominance. Why? • QC’s dark store model stocks limited options, prioritizing what’s available fastest. • Customers won’t wait—they’ll pick brands they recognize or that are ready to deliver within minutes. Lessons from Abroad #Gorillas (Europe), a QC pioneer, opened doors for newer, niche brands. But legacy FMCG giants quickly leveraged their deep supply chains to stock dark stores at scale. With faster fulfillment, they edged out smaller brands, proving that in QC, availability and recall trump novelty. #Deliveroo (UK) disrupted grocery shopping with its Deliveroo Hop service, promising 10-minute deliveries. While niche brands initially gained visibility, large FMCG players reclaimed dominance, consistently stocking shelves to match consumer demand for speed. The result? Brands that couldn’t match delivery speed and availability lost ground—no matter how innovative they were. How Can #D2C Brands Win? To stay ahead in QC: • Be Available: If you’re not listed, you don’t exist. • Scale Inventory: Deliver weekly POs (or faster!) and meet QC’s demands for instant replenishment. • Leverage Speed: Build fulfillment systems that mirror legacy efficiency but with challenger agility. QC offers a window of opportunity for agile D2C brands—but that window is closing fast. It’s time to scale up or risk losing your spot to legacy giants. What’s Your Take?

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Till 2 years ago — there were no “D2C” events in 🇮🇳 The entire Consumer/D2C ecosystem has come a long way, post-COVID. I’m added to a new WhatsApp D2C group every day & see a new D2C event on my calendar every week. But there’s always something special about Inc42 events: Vaibhav Vardhan was kind enough to invite us to his D2C event in Gurgaon recently: A power-packed day with panels + sessions by the BEST speakers in town. The conversation with Mohit Goyal, Akash Agrawal, Shauravi M. & Renu Bisht was all about scale + speed, all of them have built exceptional consumer businesses, by focussing on the ‘BEST CUSTOMER EXPERIENCE’. I’ve spent the last 2 years harping about why quick deliveries are a MUST for brands & marketplaces — but the ecosystem is already onboard. It’s all about HOW & HOW SOON brands can go faster with their delivery TATs.    We met some of our favourite customers (brands) + new ones who are breaking the mould. These events are really eye-opening for us, especially when we meet strong founders building large consumer businesses, & that too from Tier 2/3 cities + remote towns. As I always say — India’s Consumer Story has just begun 🔥 We’ve all seen so many brands grow into 100 & 1000 crore businesses, got acquired by larger giants, & a few of them even got listed. - In 2021, Arjun Vaidya sold Dr. Vaidyas to RPSG Group & that was India’s 1st D2C exit. - A year later, Mohit Sadaani & Malika Datt Sadani sold The Moms Co to the Good Glamm Group & that was one of the largest D2C exits ever. - Recently, Varun Alagh & Ghazal Alagh listed Mamaearth on the Stock exchanges. These are just a handful - the list of successes is unending. I’m excited for the next 10 years 🚀 PS: I’ve done 50+ panels & talks in the last 2 years across cities, but this one was special - having my colleagues in the audience was a different feeling ❤️ PPS: If you’re looking to go faster, & reach your customers on the SAME DAY: DM me to get started #D2C #Inc42 #Zippee #Ecommerce

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Have we underestimated Tier 2 & 3 Indian consumers? I absolutely think so, and despite knowing & stating this for long in my conversations with various people, it is now being validated by data. Happened to come across this video of Shradha Sharma, YourStory Media talking to Rohit Kapoor, CEO Swiggy where he has an eye-opening take upon being questioned on the q-commerce phenomenon being limited to a few urban pockets as many detractors assume. If there is supply - there is enough demand, all across. We sit in cushy living rooms in a Delhi, Bangalore, Mumbai etc with fancy smartphones, debate on social media about trends etc., 'assuming' we are far superior, have more buying power, are more aware and know it all compared to people in other parts of the country — same as westerners sitting in New York or London having a micro and disparaging view of the whole of India. Valid! Case in point: The recent frenzy for Coldplay tickets. What it shows is India's strengthening consumption story even as disposable incomes rise, the size of the middle class increasing and a trend of premium consumption sweeping across sectors. And, premiumisation has not remained confined to big cities but is sweeping across small-town India. The number of Indian households with an annual income of more than Rs 30 lakh will increase by 11.3 crores by FY 2031, as per a recent report by U GRO Capital. The report also highlights that the number of middle-class households having income between Rs 5 lakh to Rs 10 lakh annually will also increase by 28.3 crore by 2031. And this is obviously not coming from the top metro cities, only. Further, as per figures from PRICE ICE 3600 surveys based on primary data, the middle class is the fastest-growing major segment of the Indian population in both percentage and absolute terms, rising at 6.3% per year between 1995 and 2021. It now represents 31% of the population and is expected to be 38% by 2031 and 60% in 2047. More than one billion Indians will make up the middle class when India turns 100. Staggering 🤯 By the end of this decade, the structure of the country’s demographics will change from an inverted pyramid, signifying a small rich class and a very large low-income class, to a rudimentary diamond, where a significant part of the low-income class moves up to become part of middle class. What does it all point to? Consumption demographics have changed and the 'aspirational' factor is super strong across the country. If you and I sitting in urban pockets can have something in 10-15 minutes from new age brands, why can't others? This is what most analysts get wrong on Excel sheets comparing it to a homogenous US or China. No, India is different and will continue to surprise, across categories. Build for Bharat and not just state it on pitch decks. This includes mass solutions using deep tech - a large country has large problems to be solved. #indiagrowthstory

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Food delivery, Quick commerce space hotting up 🔥 #Swiggy narrows gap vs #Zomato on revenue, pre its IPO Losses down by 44% but still some way to go FY ‘24 Swiggy vs Zomato Instamart vs Blinkit Swiggy - Revenue: Rs 11,247 Cr [36% ] - Loss: Rs 2,350 Cr [-44% ] Zomato -Revenue: Rs 12,114 Cr [71%] -Profit: Rs 351 Cr [Rs 971 Cr loss in FY23] Instamart -Revenue: Rs Rs 1,100 Cr Blinkit -Revenue: Rs 2,300 Cr Expect a lot of action in this space in the coming quarters. P.S- Amidst all this, fascinating to note that #Prosus's $1.2 billion investment in Swiggy would be worth anywhere between a cool $3.5 billion - $5 billion (#IPO)

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Is This a Swiggy or Zomato Delivery Executive? As delivery executives, ensuring brand consistency is key. Wearing the right uniform not only reflects professionalism but also impacts brand perception and customer trust in the dynamic food delivery industry. Implications: - Brand Dilution and customer confusion affect brand loyalty. - Operational efficiency and brand representation are tied to consistent uniforms. - Competitive dynamics underscore the importance of retaining loyal delivery partners. - Customer experience hinges on service quality and feedback management. Strategic Solutions: - Enforce uniform policies for a cohesive brand image. - Provide additional training on brand representation. In conclusion, addressing uniform crossover is vital for brand integrity and customer satisfaction. Better management and support for delivery partners can enhance brand identity. Additionally, empowering women in the male-dominated delivery sector could foster inclusivity and positive change. #BrandIdentity #CustomerExperience #DeliveryIndustry

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[MMT Appreciation Post] - MakeMyTrip’s Acquisition of Happay from Cred – My Take Cred saw travel as a natural extension of its business (overlapping customer segments) and acquired Happay to expand its offerings. Worth noting, Happay’s largest shareholder at the time was Sequoia (32%), which also backs Cred. Sequoia’s first investment in Happay dates back to 2015, so the 2021 acquisition likely had multiple layers at play. Happay didnt succeed in vertically integrating expense and travel management (TMC). Instead, they became a go-to expense solution partner for many TMCs. Here’s where things got interesting: Travel and expense management is all about 1) inventory 2) operational intensity 3) low margins. Points 2 and 3 didn’t align with Cred’s DNA—personal lending operates at a juicy 30%+ gross margin, while travel management hovers around 6–8%. and they strength was more prod + brand and not hardcore ops (aka swiggy/zomato). Meanwhile, MakeMyTrip was quietly strengthening its enterprise game. They acquired Quest2Travel during the pandemic (talk about timing!) and also re-wrapped their B2C product as MyBiz for solopreneurs, CAs, SMEs. The missing link for enterprise customers? Expense management. Happay acquisition—brilliantly filling that gap. Those who know me know how much respect I have for MMT as a brand. Integrating acquisitions isn’t easy, yet they’ve successfully managed Goibibo, RedBus, Quest2Travel, Savaari, and now Happay. It’s also no secret that MMT has been lucky—no one in India has truly challenged them (Yatra or Cleartrip could’ve really given them a run for their money, or oyo could have nailed alternate acco). But guess, luck is hard work translated to glory :) the quality of MMT's execution is immense and no wonder they will nail this too. Personally, as an outsider, I’ve always had incredible support from MMT folks whenever I’ve had industry questions. They’re not just big—they’re big-hearted too. Watching them build a travel behemoth is inspiring to say the least! If you’re thinking long-term investments, I’d buy their stock in a heartbeat (and no, Pickyourtrail isn’t raising right now, in case you’re wondering ;P) PS: completely personal take, no affiliations to employer or investors. congrats Bhavin Modi 🇮🇳 more power to you and the team! Pickyourtrail

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The much feared slowdown of Indian D2C e-commerce is here. I spoke with 20+ brand owners, industry experts and fellow performance marketers in the last few weeks. The common point of discussion - while the D2C market has enjoyed an exploding boom during pandemic and beyond, things are inevitably cooling down. Here are some supporting insights from these conversations: 1/ Cart abandonment has spiked With widening TOF, while website visits, product views and add to cart actions have gone up, so has the cart abandonment, indicating lack of customer intent to complete the purchase. Discounts and sales solve this problem only marginally (and temporarily). Consumers are being cautious and waiting for lower prices. 2/ GMV growth has lagged The e-commerce market has experienced a slower growth this year. According to a recent report by Redseer, GMV in e-commerce has only grown ~5%, i.e. single digit growth in Q1 2024. This along with the growth of quick commerce and offline FMCG channels suggests that consumers are prioritizing non-discretionary spends in 2024. 3/ ARPU has plunged Statista reported a drop in the 2024 ARPU in India across beauty, fashion, personal care segments. Indian wear for females saw the highest drop followed by furniture and interior decor products. Interestingly, the ARPU for food has seen the highest jump. Clearly, consumers are buying less for looks, aesthetics, social currency and more for survival and necessities. Although our observations of macro trends indicate a slowdown, I’m excited to learn more, especially from those who’ve seen the previous cycle of D2C slowdown, on how we can navigate through these times. What are your learnings and insights from previous slow cycles? Comment/DM, I’d love to chat! #d2c #ecommerce #insights #macrotrends

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🚀 Flipkart’s Big Billion Days 2024: Key Trends & Insights 🚀 The Big Billion Days 2024 sale is off to a flying start, marking a new milestone in Indian e-commerce. Here are the key trends driving this year’s success: 📊 Metro Cities vs. Small Towns While major cities like New Delhi and Bengaluru dominate sales, Tier 2 and 3 towns like Medinipur, Hisar, and Agartala are showing impressive growth. Flipkart’s ability to reach deep into India’s smaller towns is transforming the e-commerce landscape. ⚡ Fast Delivery with ‘Flipkart Minutes’ With the introduction of 'Flipkart Minutes', hyperlocal deliveries are arriving within minutes! In Mumbai, 25% of electronics orders were delivered using this service, rising to 40% in Delhi. Quick commerce is setting a new bar for customer expectations. 💸 Financing Options Driving Growth Flexible payment options like Flipkart Pay Later EMI and third-party EMIs are fueling massive demand. Flipkart Pay Later EMI alone saw an 8.5x increase in daily transactions, making lifestyle upgrades more accessible for customers. 📈 Top-Selling Categories Mobiles, Electronics, and Large Appliances are leading the pack. Laptops, tablets, and accessories are particularly hot, reflecting strong consumer demand for tech products. As the competition with Amazon intensifies, customers are benefiting from better deals and faster services. However, Flipkart is also navigating challenges with an ongoing CCI investigation, making this year’s sale even more intriguing. 💡 Industry Insight: The surge in demand from smaller towns is reshaping the e-commerce narrative. Flipkart’s focus on affordable financing and fast delivery is ensuring its leadership position during the festive season. #ecommerce #Flipkart #BigBillionDays #festiveseason #consumertrends #quickcommerce #digitaleconomy

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Interesting read on #SuperApps Expansion into India, a large populous market that remains full of opportunities. Nonetheless, key principle applies: - Branding can prevent audience from thinking of an app as a super app and would rather use it for single purpose. Very similar to why few years ago Colgate's frozen Lasagne's failed - Changing habits is not easy even if it is a simple switch to another app. Any change requires incentive, aka value and incentives Any others that I missed?

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