Anindo Samajpati

Some interesting takeaways: 1. Despite fintech being a "hot" space, only 4 brands out of 15 (<30%) are viewed favorably by Indian consumers 2. In the entertainment space only 3 Indian brands are ranked positively again despite Bollywood being so popular. So what differentiates winners from losers? My view is: 1. user friendliness 2. consistency of delivery 3. broad range of options to suit every user Anything I'm missing? #brands #india #consumer #fintech #media

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A thought provoking article in today’s TOI. Many new D2C brands are coming up and establishing themselves in markets with dominant market leading brands. I am not sure if these are gaps left by traditional companies. I think it’s a new game of #MicroSegmentation. Identifying, understanding and targeting a sub segment very sharply with the right design, marketing and pricing. Take the example of #Mokobara. While brands like #VIP and #Safari hold a large market share of the luggage market across customer segments, this new brand has come up with contemporary styled luggage sharply targetted at the affluent style conscious Gen Z and Millennials or any age group sharing the same psychographics. The imagery is aspirational with travel influencers living the travel trend. Stores look young and their insta handles transport you to another world. Their communication TG and Buyer TG is the same. Am sure their employees embody this customer persona too! I am sure there are still Gen Z and Millennial customers who value durability or value in luggage. There will be other brands targetting this Micro segment too. I can only foresee further fragmentation across categories with several brands targetting different #MicroSegments of the same Customer group. Exciting times ahead for consumers in India for sure! Any thoughts? Aditya Gadiyar Purvai Agarwal Jermina Menon MRICS Ayush Wadhwa Shuchi Pandya VS Kannan Sitaram Raja Ganapathy Gaurav Agarwal Arpita Khadria Meghana Bhat Amitabha Sutradhr Amitabh Suri Tanya Shridhar Pankhuri Sharma Spoorthi Arun Sakshi Singhal Prachi Gupta Yuktie Jhangiani Verma Amit Sharma #D2C brands #SheWrites #NewAgeBrands

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"Rarely do I share personal anecdotes on LinkedIn, but today I feel compelled to shed light on a pertinent issue affecting many offline-heavy brands attempting to make the leap into the digital realm. Recently, I initiated a transaction with DMart - Avenue Supermarts Ltd online, utilizing Google Pay for payment. However, despite the deduction of funds from my account, the transaction failed to go through. After reaching out to representatives from both DMart - Avenue Supermarts Ltd and Google, I found myself caught in a frustrating loop of conflicting information. According to Google, the payment was successful and the merchant had received the funds. Conversely, DMart - Avenue Supermarts Ltd insisted that the transaction had not been completed and pointed to a need for further investigation with the payment gateway, potentially leading to a lengthy process of chargebacks. This experience underscored several important lessons: * Securing online transactions is challenging, and exceeding customer expectations is even harder. * While advancements in AI and ML are lauded, many established brands struggle to navigate the complexities of e-commerce. * Investing in direct-to-consumer channels or reevaluating customer acquisition strategies may be necessary for sustainable growth. I would gladly pay a premium for a smoother transaction experience, underscoring the importance of seamless customer journeys over cost considerations. In today's digital landscape, prioritizing customer experience and streamlining online processes are imperative for long-term success."

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Just landed in Delhi after a fascinating conversation on my flight from Calicut. Eid celebrations must spark interesting encounters! I met Mustafa, a seasoned marketing director in the B2B tech space. We got talking about the usual challenges – cutting through the noise, personalizing outreach, and proving ROI. But then, Mustafa dropped a gem I hadn't heard much about in the Indian B2B landscape: 𝗔𝗰𝗰𝗼𝘂𝗻𝘁-𝗕𝗮𝘀𝗲𝗱 𝗘𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 (𝗔𝗕𝗫). Now, we're all familiar with Account-Based Marketing (ABM), right? Tailoring campaigns to specific high-value accounts. But ABX takes it a step further. Imagine creating a multi-sensory, immersive experience for your target accounts. Think personalized virtual tours of your product, interactive demos tailored to their specific needs, or even curated content delivered through AR/VR headsets. Mustafa's company is piloting this with a handful of key accounts, and the results are promising. Increased engagement, deeper understanding of the product, and a more emotional connection with the brand. This got me thinking – with India's growing tech adoption, could ABX be the next frontier for B2B marketing? It personalizes the journey beyond just messaging, fostering a memorable brand experience that resonates on a deeper level. What are your thoughts on ABX? Is it a game-changer for the Indian B2B space?

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What is the process of Making Advertisements? Such an important topic, yet it isn't something you are likely to learn in B School. This is just one example of the many topics I cover in my book 'The Practical Marketer'. Thank you Dushyant Bhatt for sharing this fantastic conversation. The Practical Marketer: Your Ultimate Guide to Consumer Product Marketing is available on Amazon at https://amzn.in/d/0zRbvnR or at Crosswords Bookstore near you. #thepracticalmarketer #advertizing #brands #marketing

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Consumer Loyalty Programs / Customer Loyalty : I was in discussion with 'Loyalty' / 'Engagement' driving professional third party agency a while ago. I am exposed & driving 'Loyalty' / 'Engagement' programs since ages for brands like LG, Toshiba, Hindware & Michelin as a Marketing custodian. But had never delved deep into 'Loyalty' as a word / expression / emotion. During the discussion, I asked a very basic question to myself and the agency - "What is 'Loyalty' ?".....And I reached to an answer myself.... The answer I gave is "Loyalty is 'UNCONDITIONAL' 'ONE WAY' 'LOVE' !"... Agree ? Thoughts please...... #sales #marketing #brand #business #categorymanagement #productplanning #recruitment #manpower #humanresource #staffing #search #selection #consultant #team #culture #jobs #jobsearch #OpenToWork #India #recruitmentprofessionals #headhunter

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As temperatures soar, Indian consumer firms are gearing up to meet the demands of the scorching season. From personal care products to pet supplies and liquor, businesses are strategically aligning their offerings to cater to the needs of sun-soaked consumers. With a keen focus on understanding consumer behavior and preferences, companies are innovating their product lines and marketing tactics to stay ahead of the curve. As a business owner or marketer, it's crucial to stay informed about these emerging trends. By leveraging the insights shared in this article, you can fine-tune your strategies and ensure your brand remains relevant and competitive in the summer market. Whether you're in the personal care industry, pet supplies sector, or liquor business, there are valuable lessons to be learned from the proactive approaches adopted by these consumer firms. Don't miss out on this opportunity to gain valuable insights into the dynamic landscape of summer consumer trends. #SummerTrends #ConsumerBehavior #BusinessStrategy #MarketInsights"

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Many Thanks Dr. Pawan Kumar for your support in this journey. The title of the book 'The Practical Marketer' was something I first came up with in 2020. It was during the pandemic that I was approached by campuses for a talk for first year MBA students. I asked myself, what is it that B School students want to understand & the answer was obvious. So in under 45 minutes I poured the learnings of my career in FMCG spanning 2 decades The structure that I followed was a simple comparison between what the leading text books teach us about Marketing compared with how we deal with the same subjects in the corporate world Next I started penning articles on various subjects that I wished I knew the answer for as I started my Journey - How do u choose the right Celebrity? - Which Consumer Promotions work? - Various Researches that can be done? - How Brand Purpose is uncovered? - Working with your Agencies. The Book eventually emerged from these articles and I mailed the draft to Dr Pawan & some other B Schools Faculties It was the invaluable contribution of members of the academia that helped refine the book as an ideal reference read for students of Brand Management Many Thanks Dr Pawan for your constant encouragement & support in the journey of creating 'The Practical Marketer' which is available for purchase on Amazon now #thepracticalmarketer #book #brands #marketing #brandmanagement

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India's Yoga Pants Craze & The 84% Search Nobody Expected... The Athleisure and fitness apparel market in India is witnessing explosive growth. Yoga pants, a versatile clothing option that bridges the gap between activewear and loungewear, are a key driver within this category. Our analysis of popular Indian marketplaces reveals valuable insights for both new and existing brands. Key Trends: >> Stretchability Reigns Supreme: A whopping 84.4% of searches for "yoga pants" include the term "stretchable," highlighting the importance of comfort and movement. >> Going Beyond Black: While black remains popular, searches for terms like "cotton yoga pants" and "loose-fit yoga pants" are surging, indicating a demand for more variety in styles (estimated at 25% of searches). >> Brand Loyalty with a Twist: BLINKIN dominates searches for most yoga pants, but Jockey remains the go-to brand for cotton and slim-fit options (42% of searches with "cotton" and 68% of searches with "slim fit"). Opportunities for Brands: >>Embrace Comfort & Variety: Offer a range of styles beyond just high-waisted leggings, catering to the growing demand for cotton and loose-fit options. >> Material Matters: Don't underestimate the power of high-quality, breathable fabrics like cotton. >> Target Specific Niches: Cater to the growing popularity of specific features like mesh panels and side pockets. Intrigued by the yoga pants market in India? Let us know in the comments if you'd like a deeper dive into this category, including data on pricing, demographics, and more! You can also sign-up to our newsletter to be the first one to receive the report once it's out. Link: https://lnkd.in/dXSqkj4u While our analysis highlights trending brands based on search volume on marketplaces (Jan to Mar 2024), niche or boutique brands may also be experiencing success. Please note, this is not a sponsored post, but our in-house research and analysis. #athleisure #activewear #loungewear #yogapants #yogalife #fitness #fashion #india #retail #ecommerce #indiafashion #madeinindia #indianretail #indianmarket

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#FMCG leaders - STOP TAKING INDIAN CONSUMER FOR A RIDE For years, major FMCG BRANDS HAVE CONTROLLED Indian households through convenience and clever marketing—pumping consumers with SUB-STANDARD, LOW-QUALITY, UNHEALTHY PRODUCTS under the guise of “healthy” benefits that were outright misleading. Kirana shops were silent partners. The untold rules: “STOCK LEADS TO SALES” and “HAMMER FALSE CLAIMS UNTIL CONSUMER BELIEVES them” Here’s the reality check: QUICK COMMERCE and SOCIAL MEDIA have disrupted, democratized, and transformed the FMCG landscape. Consumers are now INFORMED, EMPOWERED, and DONE with being taken for granted and misled. FMCG brands, kirana shop owners, and the government—it’s time to wake up or GET LEFT BEHIND. ## FMCG Brands: STOP BLAMING - EARN BACK CONSUMER TRUST • TRANSPARENCY IS NON-NEGOTIABLE: Consumers are FED UP with hidden ingredients and false health claims. Start being HONEST about what’s inside. Drop the sugar, additives, and processed junk—OR GET READY TO BE REPLACED by cleaner, more transparent brands. • STOP BANKING ON BLIND LOYALTY: Loyalty is DEAD. Today’s consumers want HEALTH, QUALITY, and ETHICS—not empty promises. If you can’t innovate with products that truly resonate, prepare to watch your market share slip away to brands that can. • GO DIGITAL—FAST: Quick commerce isn’t a threat; it’s a TOOL. Embrace it, or get outplayed by brands that leverage digital channels and data to stay relevant. Your consumers have moved online—WHY HAVEN’T YOU? #KiranaShop Owners: WORK FOR THE CONSUMER NOT THE BRAND • BE THE LOCAL TRUST HUB: People trust you. Stock brands that are HONEST and HEALTH-FOCUSED. Become the go-to for QUALITY, not just convenience. • PARTNER WITH HONEST BRANDS: Consumers want alternatives to cheating brands. Build relationships with ethical brands that match new consumer values. Become known for QUALITY, not just the same old products. • DIGITIZE TO COMPETE: Small steps matter. List your shop online, offer home delivery, and STAY CONNECTED with your customers. Quick commerce can’t replace your local credibility—USE IT TO YOUR ADVANTAGE. Government: PROTECT CONSUMER INTEREST • MANDATE HONEST LABELS: Enforce strict standards on health claims. STOP BRANDS FROM MISLEADING CONSUMERS. If you don’t protect them, you’ll FURTHER lose credibility. • EMPOWER KIRANA SHOPS: Support local stores with incentives for digital tools and training. KEEP THEM COMPETITIVE in an online world where big players dominate. • FOSTER LOCAL, ETHICAL BRANDS: Give small, honest brands a leg up. INCENTIVIZE SUSTAINABLE PRACTICES and help these businesses reach more consumers. ##BottomLine FMCG ecosystem is transforming because CONSUMERS ARE TRANSFORMING. Quick commerce has given consumers CHOICE, SPEED, and INFORMATION. The era of taking consumers for granted is OVER. Embrace transparency, empower kirana stores, and support honest brands. THAT’S THE FUTURE OF FMCG #RatneshJain Revant Himatsingka (Food Pharmer)

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The Whole Truth Foods team recently participated in a gifting expo in Pragati Maidan, New Delhi. Despite taking a modest stall, accoutred only with energy and smiles, we must have received 200+ enquiries from gifting partners, corporate clients, distribution partners, retail chains, gyms, packaging vendors etc. Now, this isn't a humble brag. One, I don't know if this number is worth bragging about. Two, when I want to brag, I prefer doing it properly. So, back to my train of thought. What's the best practice in setting up a stall at any industry event? How do you collect leads, bucket them and get back to them? What's the system or process here? The experience felt overwhelming for us, and while we designed something on the fly, I'm keen to know how others approach these events. If you've participated in an event, do shout. If not, whisper your secret thoughts like a normal person. #gifting #events #leadmanagement

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https://lnkd.in/dt7Yg3ip Q Commerce and why it suits Indian Culture I wrote this for Prasad at Brand Equity Attaching the original in case you can't access the link enjoy shiv Prasad Sangameshwaran

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Consumers are showing signs of trading down and belt-tightening. Leadership & company culture really matter in downturns. Tough times with great leadership & culture is painful, but manageable. In fact, when you get to the other side, there is usually lots of learnings and strong bonds. Tough times with a bad boss & culture is just flat out miserable.

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In a market that retail pundits have labeled as subdued due to extreme weather, elections, and fewer weddings, certain #fashion & #lifestyle brands are thriving (showing impressive growth in both revenue & profitability) by capitalizing on shifting #consumerpreferences. Nykaa expects a strong 20+% YoY rev growth in Q1 FY25, driven by its ability to tap into the growing demand for premium beauty products. Myntra, riding on a 12-15% growth, has become the go-to platform for trend-conscious shoppers & #GenZ, thanks to its focus on premium offerings from International & #D2Cbrands. Trent Ltd is a standout with 56% rev growth & 133% jump in profit. Its success stems from its strategic expansion of #Westside and #Zudio, catering to value-conscious segments across city types. Go Colors - Go Fashion India Ltd. recorded a 15% QoQ rev growth , carving out a strong niche in women’s bottom-wear. V2 Retail Ltd posted a remarkable 57% revenue increase, driven by its aggressive expansion & value pricing strategies​. Meanwhile, UNIQLO grew at 32%, with 25% rise in net profit in FY24, reflecting its strategic focus on quality products hitting the right notes​. mamaearth reported 62% rise in profit & 20% growth in rev, highlighting strong consumer affinity & innovation. But the picture isn't as bright for traditional players. Aditya Birla Fashion and Retail Ltd. & Shoppers Stop saw a modest ~7% rev growth, but losses widened significantly, reflecting operational challenges​. Metro Brands Limited reported slight declines in both rev and profit, indicating struggles. Arvind Fashions Limited experienced a ~5% rev drop and a 40% decline in profit, underscoring difficulties faced by traditional apparel brands in the current market​. Key Insights💡 ✅Top 50 Cities: Premiumization & experiences are driving affluent customers toward international and D2C brands. Meanwhile, middle-class consumers, feeling the pinch of inflation, are gravitating towards value-focused options like Westside, Zudio & Myntra. ✅Smaller Urban Centers: A shift from unorganized to organized retail is evident, with value formats like Zudio and V2 Retail leading the way​ alongwith Myntra. 📌 What does this mean for the industry? Despite the challenges, the robust performance of D2C brands, international players, and value-driven formats like Trent signals a vibrant and resilient #retaillandscape. These gains outshine the muted growth of traditional players, affirming that India’s consumption story remains positive. 📌 For traditional retailers, the message is clear: It’s time to innovate and realign. While Shoppers Stop’s efforts to refresh its portfolio with new formats & #beauty offerings are steps forward, more needs to be done. The struggles of Metro, ABRL, & AFL underscore urgent need to adapt, focusing on innovation, value, & staying aligned with #evolvingconsumer expectations. Those who embrace these changes will be the ones to thrive in this dynamic market. Agree?

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Surprised to see platforms like GlowRoad.com, backed by Amazon, failing to authenticate sellers and brand names. Their stance is that trademark responsibility lies solely with the seller, not the platform. As a result, fake and inauthentic products under reputable brand names are widespread. It's shocking to see such practices so common in a supposedly regulated marketplace. Please assist - Nitesh Pant Dr. Sonal Verma #BrandProtection #FakeProducts #EcommerceChallenges #TrademarkIssues #PlatformAccountability #ConsumerTrust #Glowroad #Amazon

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“MEASURE WHAT YOU TREASURE” is something that I really believe in and hence I keep repeating it quite often. In the latest episode of CoBB | Conversations on the Business of Brands, Sharavana came up with a logical extension to this appeal and spoke about different types of data points/ measurable and how they should be used. If you want to use data the right way, listen to our latest episode. Links in the comments 👇🏻 TL; DL (Too Long, Didn’t Listen) - 1. Understanding the context & requirement is paramount to know which data to measure and how to use it 2. Differentiate between - historical record, snapshot and forecast 3. Remember - not all metrics were created equal 4. Keep listening to COBB 😀

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Lyskraft, the omnichannel fashion startup co-founded by Mohit Gupta and Mukesh Bansal, has successfully raised $26 million in a seed funding round, signaling strong investor interest in its innovative approach to premium fashion retail. Lyskraft recently made its debut with a premium pop-up store at Ambience Mall Gurugram and an online platform, serving as a market testing initiative. The startup curates a selection of over 15 leading women's fashion brands and designers, with new additions weekly, offering customers the opportunity to shop these brands both in-store and online. The focus on omnichannel retail is particularly apt for premium fashion, where the tactile experience and product immersion are critical factors influencing consumer choices. By blending physical and digital channels seamlessly, Lyskraft aims to enhance the overall shopping experience for its customers by highlighting India's rich heritage in fabrics, craftsmanship, and creative design as significant assets and also exhibiting the same on the global fashion stage. Lyskraft's vision extends beyond women's fashion, with plans to expand into other lifestyle categories in the future. As Lyskraft embarks on its journey, backed by substantial funding and industry expertise, it is poised to carve out a distinctive space in the evolving landscape of premium fashion retail, leveraging technology and heritage to deliver compelling, immersive experiences to discerning consumers. Lyskraft India Pvt Ltd Mukesh Bansal #innovation #management

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Adventures in Ad-land: What the New ASCI Drama Can Teach Us! As the owner of a 27-year-old thriving cosmetics brand, I'm passionate about maintaining industry integrity. Recently, the Advertising Standards Council of India (ASCI) highlighted significant ad regulation violations in their annual report. Over 100 violations in the cosmetics industry alone point to a crucial issue: balancing creative marketing with ethical responsibility. Key Takeaways for the Cosmetics Industry: 1) Transparency is Key: Ensure all product claims are backed by solid evidence. Misleading claims not only destroy consumer trust but also attract regulatory action. 2) Adhere to Guidelines: Familiarize yourself with ASCI’s guidelines and stay updated on any changes. This includes regulations on influencer marketing and digital ads. 3) Ethical Marketing: Promote your products truthfully. Avoid exaggerations and ensure your ads do not promote harmful practices or unrealistic expectations. 4) Influencer Partnerships: Ensure influencers you collaborate with disclose their partnerships and promote your products ethically. Influencer guidelines are strict, and non-compliance can lead to significant penalties. 5) Continuous Monitoring: Regularly review your ad content for compliance. Conduct internal audits to ensure all marketing material aligns with regulatory standards. What We Can Learn from ASCI’s Report: ASCI’s report investigated 8,299 ads, with 81% of violations related to misleading claims. This highlights the importance of authenticity and transparency. Moreover, a Supreme Court directive now requires advertisers to submit self-declarations for each ad, certifying compliance with all regulations. At Nimson International, we pride ourselves on being a tech-driven global cosmetics brand committed to authenticity, aesthetic appeal, and affordability. We get Clinical Trials Registry- India (CTRI)reports done for our products, all tests are done by government hospitals, and what we claim for our products is already getting tested. Let’s use this moment as a wake-up call to reinforce our commitment to ethical advertising. Together, we can create a beauty industry that thrives and upholds the highest standards of honesty and integrity. What steps do you take to ensure your advertising remains compliant and ethical? Share your insights and let's learn from each other to make our industry better and more transparent! #CosmeticsIndustry #AdCompliance #EthicalMarketing #ASCI #AdvertisingStandards #BeautyIndustry #Transparency #ConsumerTrust #WomenEmpowerment

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