Kaushik Mandula

My #Book on #Production and #Operations management as per AICTE and MAKAUT syllabus (and as per syllabi of many other Universities) is out for sale now at Amazon and physical Stores. Read this to learn about the latest best practices: PRODUCTION AND OPERATIONS MANAGEMENT https://amzn.in/d/02BRN6vh

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The 'real' Brand Ambassador : In India, usually in #FMCD (#consumerelectronics) & #mobile (#smartphone) industry, trained professionals are planted inside the Multi brand outlets, Modern Trade Stores, Regional Specialty Stores & Brand Shops by each brand. These trained professionals undergo rigorous training programs for the specific products / solutions marketed by the brand. The idea is that these well trained pros would entertain & resolve queries of the consumer walk-ins. They would engage, educate & deliver best-in-class experience to the prospective buyer / consumer. These trained professionals are called by various names across the industries, viz., In-Shop Promoters (ISPs), Shop Sales Executives (SSEs), In-Shop Demonstrators (ISDs) etc. In general, these individuals are either 10th / 12th pass, may be graduates, and a little bit of them are post graduates; and from a bit lower strata of the society. I don't mean to tag them or anyone here in any which ways, but just want to let you know who they really are. In other industries like #Paints, #Buildingmaterials, #Mobility, #Infra, #Automobiles etc., the product / solutions training is provided to the painters, plumbers & plumbing contractors, Tire technicians, Fabricators, Electricians, Shop Floor Professionals, and so on & so forth. This community of people is like a soldier standing on the border of the country. They are the first & the last consumer / customer facing 'humans' between the 'brand' and the 'prospective buyer'. Hence, I feel this community (ISPs, SSEs, ISDs, Painters, Plumbers, Tire Technicians, Fabricators, Electricians etc....etc....) are the 'REAL' Brand Ambassadors in their respective industries for their respective brands. We need to take care of them & the frontline sales team, the way we treat the 'signed' #BrandAmbassadors who are either Bollywood actors, Cricket players and / or big known celebrities. The 'REAL' Brand Ambassadors deserve the same, if not more; attention, respect & focus; as that given to the 'signed' Brand Ambassadors. Agree ?!! Thoughts please.......... #sales #marketing #brand #business #categorymanagement #productplanning #recruitment #search #selection #staffing #humanresources #consultant #team #culture #jobs #jobsearch #OpenToWork #India #recruitmentprofessionals #headhunter

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FMCG Gains at Nifty: What Worked? The Nifty FMCG index reported the biggest sectoral gains today, with over 2% growth likely due to a recovery in the rural market, accelerated double-digit growth through e-commerce/modern trade, and an increase in international business. In addition to the aforementioned reasons, it is worth noting the foray of leading FMCG players into the Health & Wellness category, which is predicted to expand at a compound annual growth rate (CAGR) of 9.80% between 2023 and 2030. This comes at a time when consumers are increasingly prioritizing holistic wellness, emphasizing the importance of a healthy diet and lifestyle, as well as a growing focus on preventive healthcare through functional supplements and better for you plant-based products. Recent value-added wellness foods and nutrition acquisitions and investments by legacy FMCG brands include: - HUL's purchase of wellness brand Zywie Ventures Pvt. and a minority stake in health supplement maker Nutritionalab Pvt. - Marico's acquisition of a 58% stake in Satiya Nutraceuticals Pvt Ltd and its wholly-owned subsidiary Juizo Advisory Pvt Ltd, which owns the brand 'The Plant Fix-Plix'. - Dabur, known for its traditional Ayurvedic medicine and herbal products, is exploring diversification into health food with its $71 million purchase of Badshah Masala Pvt Ltd. It will be interesting to see how this phenomenon evolves with the rising number of startups in the better-for-you health and wellness category. https://lnkd.in/dFfqes_9

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A small story I wanted to share with all the marketers out there, dil se. This Dhanteras, we ran a one-day campaign offering a gold-plated spoon with every order with Behrouz Biryani. The response was overwhelming-stories, tags, and heartfelt messages poured in. Customers loved the gesture, and our office groups buzzed with chats. But then, late at night, our social media team noticed something. A few customers who had placed late-night orders hadn’t received their spoons because the numbers had exceeded expectations, and some kitchens were out of stock. That’s when the real magic happened. It was close to midnight, but the team rallied together. Calls were made across cities to identify where stocks were left. Our agency POC chipped in, offering spoons she still had. Using Genie and Borzo, we arranged deliveries overnight, ensuring those customers received their Dhanteras ‘shagun’. The delight this caused couldn’t be measured in metrics or campaign stats. It was pure, heartfelt, and above everything else. This moment reminded me why I love being in this space. Marketing isn’t just about campaigns or numbers; it’s about creating real connections with our customer. And sometimes, it’s the late-night scrambles, the out-of-the-box problem-solving, and the sheer will to spread joy that leaves the biggest impact. #storytime #buildingbrands Rahul Goyal Drishty Tanwar Shubhang Sharma Sakshi Lalwani Sarvesh Kela Nishant Kedia Amit Mondal

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#fmcg#consumerbehaviour#change#need#brands#business In daily essential categories( soaps/ detergent/ hair oil/ shampoo/ edible oil/toothpaste/ tea/ biscuits/ snacks) consumer resist change if it is not bad dont change it its working from ages ……….., they waiting for something to break and then their needs turn from invisible to visible………than the role of brand/ business start to show them the invisible needs into a visible one……… . The process of educating the consumers or providing the relevant information helps to transform from invisible need to visible one. Its changes buyer behaviour from reactive to proactive

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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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𝗛𝗲𝗿𝗲'𝘀 𝗵𝗼𝘄 𝗔𝗺𝘂𝗹 𝗶𝘀 𝗯𝗮𝗻𝗸𝗶𝗻𝗴 𝗼𝗻 𝘁𝗵𝗲 𝗽𝗼𝘄𝗲𝗿 𝗼𝗳 𝗻𝗼𝘀𝘁𝗮𝗹𝗴𝗶𝗮 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴? As we mark World Milk Day today, here is a piece one of the best examples of how Asia’s largest milk brand is leveraging nostalgia in building a brand. The spotlight is back on an iconic Shyam Benegal directed ‘Manthan’ when recently GCMMF walked the red carpet at Cannes where the 4K restored version was released. Did you know Manthan is India’s first crowdfunded film where 5,00,000 farmers donated ₹2 each to bring the project to fruition 48 years ago? The jingle ‘𝘔𝘦𝘳𝘰 𝘎𝘢𝘢𝘮 𝘒𝘢𝘵𝘩𝘢 𝘗𝘢𝘳𝘦𝘺’ taken from the same movie has been refurbished several times by the brand to evoke positive emotions for brand. Amul scored perfectly every time to transport us back to memories and feelings associated with the past to create an emotional connection with its consumers. A wealth of research shows that nostalgia can result in creating more trust towards the brand and increase purchase intention. ➡️Following the reception at Cannes, the restored version of Manthan will be released in 100 theatres, across 50 cities in India on June 1 and June 2. 𝐂𝐡𝐞𝐜𝐤 𝐭𝐡𝐢𝐬 𝐨𝐮𝐭 𝐟𝐨𝐫 𝐨𝐧𝐞 𝐦𝐨𝐫𝐞 𝐭𝐢𝐦𝐞. (𝐀𝐮𝐝𝐢𝐨 𝐨𝐧 𝐩𝐥𝐞𝐚𝐬𝐞!)🔊 This is so iconic and nostalgic, that every time I come across this ad film it gives goosebumps! Happy weekend. #worldmilkday #nostalgia #nostalgiamarketing #retromarketing #amul #marketing #iconicads #bestads

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Zepto’s SUPER SAVER Store: Beginning of Q-Com 2.0? A few weeks back, Zepto launched its SUPER SAVER store in Mumbai with a minimum order value of ₹899, promising some of the lowest prices in the market. Intrigued, I conducted a quick comparison with Amazon Fresh, JioMart, Big Basket and Dmart Ready in the same pin codes. Zepto’s pricing is indeed highly competitive—lower than most platforms across key categories (though Dmart holds its edge in some). This move seems like a strategic masterstroke to: - Entice budget-conscious monthly stock-up shoppers from established players. - Boost AOV (average order value) while retaining the ultra-fast delivery Q-Com is loved for. Let’s break down the typical Indian grocery-buying patterns in a Tier-1/Metro city to understand the opportunity Zepto is targeting: a. Monthly Stock-ups: - Non-perishables dominate here, with purchases typically driven by discounts. - Preferred channels: MT retailers like Dmart, Reliance, or platforms like Amazon Fresh and Big Basket. b. Weekly/Fortnightly Top-ups: - For fresh produce and essentials. - Split between MT, Ecom, and growing Quick Commerce adoption. c. Daily Buys: - Convenience reigns supreme, making Q-Com the go-to choice for many households. Zepto’s SUPER SAVER seems to be directly targeting monthly stock-ups and weekly top-ups—the largest share of grocery wallets. These are the two segments where Q-com is currently under-indexed. A bold and disruptive move indeed! Aadit Palicha, Kaivalya V. and the Zepto team 👏 By offering great discounts combined with the instant gratification and convenience of Q-Com, Zepto is rewriting the rules of engagement for modern Indian households. Zepto’s strategy is exciting, but it raises interesting questions: 1. Can Zepto sustain the razor-thin margins inherent in this price war? 2. Is this the beginning of Q-Com 2.0, where convenience and bulk-buying converge? 3. How will the market share of players like D-mart, Reliance and Amazon Fresh be impacted, especially in Tier 1 cities and Metros? What’s your take? #QuickCommerce #RetailInnovation #Zepto #GroceryShopping #EcommerceTrends #Dmart #BigBasket #AmazonFresh #ConsumerTrends #IndiaRetail #PricingStrategy

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Good article on how FMCG business landscape is changing and what will be needed to succeed in future

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GT is a Pillar of Trade in FMCG.. but like every pillar this also needs refurbishment like Tech, Training, and Transformation. Sales Professionals have to be reskilled with data mindset and embrace technology.

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How do you Promote FMCG products in India? FMCG Marketing: Best Marketing Strategies to Promote FMCG Products in India Promoting FMCG (Fast-Moving Consumer Goods) products in India requires a strategic approach tailored to the diverse market landscape. Here's how to effectively promote FMCG products in India: 1. Digital Marketing Digital marketing campaigns engage consumers through interactive posts, contests, and influencer collaborations. Additionally, optimizing websites and product pages with relevant keywords (SEO) ensures high visibility on search engines, while content marketing, including blogs, videos, and infographics, educates consumers and highlights product benefits. 2. Traditional Marketing Traditional marketing remains effective, particularly television and radio ads, Print media, also increase brand visibility. In-store promotions are essential for capturing consumer attention at the point of sale, with attractive POS displays, free sampling in supermarkets and malls, and special promotions or bundle offers driving immediate sales and encouraging trials. 3. Rural Marketing Reaching rural areas requires tailored strategies such as van campaigns, which use branded vehicles to showcase products and offer samples. Participation in local fairs and events, as well as mobile theatres, can engage rural consumers directly. These approaches ensure that even the rural populace. 4. Influencer and Celebrity Endorsements Influencer and celebrity endorsements are powerful tools for building trust and recognition. Collaborating with popular social media influencers who resonate with your target demographic and engaging celebrities for endorsements can significantly enhance brand appeal. These endorsements can lead to increased credibility and a broader reach. 5. Public Relations and Community Engagement Public relations and community engagement are vital for creating a positive brand image. PR campaigns create buzz around new product launches through press releases and media coverage, while CSR initiatives build goodwill by connecting the brand with social causes and community support. 6. Retail Partnerships and E-commerce Retail partnerships and e-commerce are key to ensuring wide distribution. Partnering with modern trade channels like supermarkets and hypermarkets, listing products on e-commerce platforms provide consumers with multiple purchase options and enhance convenience. These channels ensure that products are accessible to a larger audience. 7. Loyalty Programs and Referral Programs Loyalty programs foster customer retention by offering rewards for repeat purchases, while referral programs incentivize existing customers to bring in new ones. These programs not only help in retaining existing customers but also in acquiring new ones 8. Data-Driven Marketing Data-driven marketing allows brands to tailor their efforts based on consumer insights, ensuring personalized offers and messages through email, SMS, and social media.

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Marketing and brand building Chapter 3 - Stand Out or Fade Away: The Secret Sauce to D2C Success in India's Vibrant Market! While building a D2c brand, we often ponder what exactly is the USP of the brand that would make the brand stand out in the market and make people purchase it. But is having an obvious USP the most important? Pros of Having a USP: 1. Differentiation from Competitors: Example: boAt has differentiated itself in the crowded audio equipment market by offering stylish, durable, and affordable products, specifically targeting the young, urban population. Their focus on design and affordability has set them apart from traditional brands. 2. Brand Loyalty and Trust: Example: Mamaearth has built a strong USP around being a natural and toxin-free personal care brand. This commitment to safety and natural ingredients has earned them a loyal customer base that trusts the brand for their personal care needs. 3. Clear Value Proposition: Example: Licious offers fresh, quality-controlled meat and seafood products with a focus on convenience and reliability. This USP helps customers understand why they should choose Licious. 4. Marketing and Communication Efficiency: Example: The Souled Store focuses on pop-culture merchandise, appealing directly to fans of movies, TV shows, and comics. Their marketing messages are clear and resonate well with their target audience. 5. Premium Pricing Potential: Example: Sleepy Owl has positioned itself as a premium cold brew coffee brand, allowing it to command higher prices compared to regular coffee brands by emphasizing quality and the unique brewing process. Cons of Having a USP 1. Narrow Market Focus: Example: A brand with a highly specific USP might struggle to expand beyond its niche. For instance, a company like The Whole Truth that focuses on clean, no-junk snacks might find it challenging to diversify without diluting its core message. 2. High Marketing Costs: Example: Establishing a strong USP requires significant investment in marketing to communicate. Bombay Shaving Company invested heavily in marketing to establish its niche in the men's grooming segment. 3. Risk of Imitation: Example: Successful USPs are often imitated by competitors. For instance, WOW Skin Science faces competition from numerous new entrants claiming similar natural and toxin-free benefits. 4. Potential for Misalignment with Market Trends: Example: Brands like Chumbak, known for quirky, Indian-themed lifestyle products, may face challenges if consumer tastes move towards minimalism or other design philosophies. 5. Operational Complexity: Example: Delivering on a USP consistently can be operationally challenging. For Lenskart, affordable yet high-quality eyewear, maintaining this balance requires complex supply chain and quality control measures. #D2CSuccess #MarketingStrategy #BrandDifferentiation #USPCrucial #IndianMarket #DirectToConsumer #BrandLoyalty #MarketTrends #BusinessGrowth

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#ShopperMarketing #FascinatingIndia India remains a fascinating market that defies simple straight-jacketing. I remember one experience in the heart of Delhi that taught me that consumers of various SEC groups literally live cheek by jowl, one next to another. The North (Delhi) team and I were working in Delhi Qutab Institutional Area (Mehrauli), where right next to the HDFC Bank Branch, there are stores that reflect the catchment being SEC-A. Walking 100 metres in that lane will surprise you - because suddenly the shops & assortment both will suggest to the keen observer that the SEC group has changed to B. Walk another 200 metres, you will notice that the outlets have metamorphosed into ones catering to an audience belonging to SEC-C. In short, within an outwardly perceived prosperous area of South Delhi, we can actually see outlets that cater to various SEC groups of consumers! What does that mean? We have value pockets within luxury counties, and rich pockets within value counties. That means we have a really unique market set-up where there is no fine or clear line that demarcates the rich consumers from the poor, except, may be, the outlets that clearly differentiate who shops where. Are there other ways that can help us target so pointedly to consumers based on their SEC? Are even outlets a right indicator? This experience taught me that if you want to test a value offering for a brand, or a luxury variant of another, a marketer doesn't need to head into the hinterland, looking for consumers of various socio-economic strata. Right around the very auspices of the brand managers, there exist consumer groups with whom they can engage, target, dialog, reverse-engineer, and fine-tune the brand offering. My teams & I did the same with a few of our brands. Focused shopper marketing approach, frequent engagement with target consumers (home visits), living in the stores (LITS) to know shoppers better, and mystery shopper program to check-on retailer support - for starters - helped us understand consumers better, and make our offerings sharper! It helped (wish I can share finer details - but have signed an NDA) much. Home Visits were most enlightening; LITS moments were the most humourous. More on the same late What do you think are better ways to reach out to target consumers on ground, in store, and in homes?

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What got us here won't take us there. It's truly inspiring to hear HUL MD Rohit Jawa sir acknowledging the need for HUL to embrace change. India is changing , and so are its people. Today's consumers are more informed and aware than ever before. D2C brands have emerged by addressing specific consumer needs, and they are certainly giving traditional players tough competition. Established brands have traditionally led the Indian market by dictating consumer desires, and consumers have followed. However, today's customers are vocal about their needs and seek out brands that cater to those specific requirements. Rohit Sir emphasized a crucial point about the diminishing disparity between urban and rural markets. What were once considered premium offerings in rural areas are now becoming standard. In my view, established brands hold a competitive edge in terms of scale, reach, and branding. Start-ups often drive innovation, which established brands either imitate or acquire. It's interesting to see what's ahead. #startup #hul

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What Does Success Really Mean? 🤔 Recent reports suggest that Zepto, one of the leading names in the quick commerce sector, is burning a staggering ₹250 crore every month (roughly ₹8 crore daily) in its pursuit to dominate the market (#SWARNIM TIMES, THE JOURNALISTS) This raises a crucial question: Can a business truly be considered successful if it relies on such massive cash burn to sustain operations? Zepto #Startup

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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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How can FMCG stores benefit from partnerships like BeSure Sainik Canteen? Partnerships like with BeSure Sainik Canteen can significantly benefit FMCG stores by expanding product reach across India, leveraging a network of 900+ stores operated by retired force personnel. This collaboration enhances brand visibility, fosters national distribution, and supports the retired force community.

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Honasa consumer has always laid strong emphasis on purpose and kept that at the core while crafting every brand. Brands like Mamaearth The Derma Co. Aqualogica™ and BBLUNT have stayed committed to driving impact through their initiatives. We onboarded Aspire impact to assess the impact of these initiatives and we are excited to share the output of this exercise and announce the launch of the first-ever Impact report by Honasa Consumer Ltd. Here are some key highlights from the report: –> Planted 500K trees, greened 3500 acres of land, promoted organic farming, offsetting 250K tons of carbon emissions. –> Empowered 10K+ women through vocational training in hair styling. –> Educated 10K+ students on climate change in 76 schools. –> Delivered clean water to 500 households in Madhya Pradesh and Chhattisgarh. –> Our efforts are estimated to release 500K tons of Oxygen through 5 lakh planted trees over 20 years. Furthermore, @Mamaearth has recycled more plastic than it uses, with over 8300 metric tons of plastic waste recycled in the year 2022-23! These initiatives span 14 states and 2 Union Territories, promoting sustainable growth and transformative societal benefits. Our brands, including Mamaearth The Derma Co. Aqualogica™ and BBLUNT each contribute to these impactful initiatives in unique ways. To access the full report and delve deeper into our commitment to building a better tomorrow (https://lnkd.in/d9k-bFxa) #Honasa #SocialImpact #Sustainability

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