Ketaki O.

Mira Kulkarni: The Power of Just Keeping On At a time when most people start to settle, Mira Kulkarni chose to begin. Life hadn’t been easy, and she’d faced her share of personal challenges. Yet, at 45, Mira decided it was time to pursue something she truly believed in. With a deep love for Ayurveda and a vision to bring authentic Indian wellness to the world, she launched Forest Essentials. Her goal wasn’t just to create skincare; it was to honor centuries-old traditions and celebrate nature’s purity. What started as a small passion project grew into a luxury brand that caught the world’s attention—eventually attracting Estée Lauder as an investor. Mira’s story isn’t just about building a brand; it’s a reminder that reinvention has no age limit, and purpose can turn even life’s hardest challenges into something beautiful. Proof that it’s never too late to start over. #mondaymotivation #MiraKulkarni #ForestEssentials #AyurvedaBeauty #InspiringJourney #NeverTooLate #EntrepreneurStory #IndianWellness #womenentrepreneur

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I am so excited to share the first Dhvaani Member Exclusive Content on a very interesting topic - Branding Innovation with Kalpana G. In the first episode she answers my question on what is a #brand and what are key aspects leading to a strong brand? #branding #innovation #startups #company

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In my opinion, subscriptions for the mass market does not work in dating apps. For a niche audience maybe. But definitely not for the mass market Let me explain When we take a subscription for an OTT platform, we know that there is a large content library that we will get access to. But when I take a subscription for a dating app, it is a roll of the dice - akin to gambling. Because I do not know whether I will find a love partner or not by paying the subscription. Hence in English dating apps only 3-4% users buy a subscription Contrast this with the approach that we have taken at flutrr . We have Microtransactions priced between Rs. 30-70 and bundles of such microtransactions ( at a discount) . In each of these Microtransactions, the user is very clear what he/she will get if he/ she pays. There is no ambiguity and know false expectations . Therefore more than 18% of our users buy these Microtransactions. And this fact coupled with our very low Cost of Acquisition will not only help us reach profitability but also help us scale with minimal capital Another benefit of this approach is that users can use the app without buying Microtransactions immediately. Therefore , their lifetime and longevity on the App goes up giving us the opportunity to convert these users to paying customers in the future. If at any point of time we decide to seriously monetise eyeballs thru advertising, this will help us immensely In fact, we have tied up with CouponDunia to offer our users free branded coupons. When they redeem the coupons we get a revenue share. The user is happy to get an offer without having to suffer intrusive ads. And we make money too Building for Bharat is about creating a win-win proposition. It is a difficult game. But hugely scalable and profitable. And in this Jio leads the way.

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The news that India’s e-lifestyle market could reach $40-45 billion by 2028 isn’t surprising—it’s inevitable. But it got me thinking about why certain brands thrive in this ever-evolving #digital space. At DigitalBees, we've observed something simple yet profound: the brands that win aren’t just selling products—they’re creating experiences. It’s all about personalizing the journey, understanding what clicks with the customer, and keeping them engaged at every touchpoint. Take Myntra, for example, nailing this with seamless shopping, tailored recommendations, and engaging content. These are the elements that make consumers return—not just to purchase, but to experience. As brands navigate this booming market, the formula is clear: focus on connection over conversion, and the rest follows. If you're looking to upgrade your #ecommerce marketplace strategy, reach out and let’s navigate this together.

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In the tight-knit sphere of digital marketing, we're witnessing an intriguing shift due to the intriguing foray of AI technologies. Our peers at AI Parabellum have detailed this progression in their latest contribution dubbed 'AdCreative AI'. The premise? Maximizing ad conversion through the rigorous application of artificial intelligence - A bold and compelling enterprise. The digital marketing landscape is trending towards growing complexity: • Consumers' demands are rapidly evolving • Interests & preferences: increasingly diversified • Consumption channels: multiplying at surprising speed Against this backdrop, it's becoming challenging for businesses to consistently generate high-converting ad content. How could we solve this? AdCreative AI presents a fascinating solution! • Predictive AI: Leverages data to anticipate trends & tailor content. • Strategized Targeting: Granular insight to connect with specific audience segments. • Efficiency: Drastically increase productivity by automating content creation. By lobbying such tools at our disposal, we're presented with an AI revolution of sorts - less guesswork, more relevancy when it comes to ad creation, dispelling the traditional bottlenecks that marketers often grapple with. However, like with any paradigm shift, it invites questions pertaining to its viability. Will it devalue human creativity or on the contrary- will it spotlight strategic, creative thinking as a pivotal part to campaign success? Will it lead to oversaturation of ads, potentially creating ad-fatigue among consumers? Deciphering such questions will define the trail we blaze within this AI-induced shift. In my perspective, I foresee AI augmenting the marketing machinery: • AI serves as an ally, aiding us to reach our target demographic more effectively. • It champions human creativity as AI assists the mundane, allowing us to reach for the sky in strategic thinking, concept creation, and crafting compelling narratives. There may be challenges ahead, but the precedent set by AI Parabellum ignites a renewed sense of optimism. This AI-powered approach is not just the future - it's the present, driving digital marketing syndicates towards exploration, consumer-connectivity, and unprecedented successes. Stay ahead of these advancements and continually adapt, my fellow marketers. The world of AI-powered ad creation could mark an epoch of unparalleled growth for those bold enough to embrace the change. #AI #DigitalMarketing #MarketingInnovation 

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Last week, I was having an insightful conversation with Tiyasi Acharya and a friend of ours who’s deeply entrenched in D2C retail marketing. We were brainstorming how to shoot Instagram reels that can seamlessly convert into Meta ads. Our friend suggested that the structure of the reel should emulate the experience of shopping in a retail store, where products are shown to customers one by one. This sparked a debate and got me reflecting on the fundamental differences in purchase behavior between shopping in retail stores versus interacting with online brands through platforms like Instagram. Here are my thoughts, and I’d love to hear yours: 1. Intent-Driven vs. Impulse-Driven Shopping Retail Store Shopping: This is predominantly intent-driven. People often visit a store because they need or want something specific. The focus is clear, and their path to purchase is more linear. Stats: Studies show that only about 15-20% of customers drop out after walking into a retail store because their intent to buy is already high. Meta Ad/Online Shopping: This operates on impulse. Users weren’t necessarily thinking about a saree or jewelry until the ad caught their eye. The purchase decision is emotional, quick, and influenced by visuals, copy, and CTA. Stats: Online, the average dropout rate after clicking on an ad is 70-90%, meaning converting a viewer into a buyer is much tougher. 2. Pull vs. Push Sales Retail Stores: These rely on pull-driven strategies. They attract customers through reputation, location, window displays, or marketing campaigns. Customers actively decide to step into the store. Online Platforms (Insta/Meta): Here, sales are push-driven. Ads are served to users, encouraging them to click through to a website. You’re essentially trying to plant a seed of interest and push them toward a purchase. Key Difference: In retail stores, customers seek you out. Online, you seek customers out. 3. Showcasing Products: Hit or Miss On Instagram or Meta Ads, showcasing products can be both rewarding and tricky. Not every viewer will resonate with the product you choose to display. Unlike a retail store where a customer can walk through aisles, here you’re gambling on the limited attention span of a user scrolling through their feed. Challenge: With limited screen time, is it better to showcase a single product or multiple? 4. The Single vs. Multiple Product Dilemma Single Product Ad: If you display just one product, your success depends on how well it resonates with that audience. If an ad is shown to 100 people, your probability of conversion is 1/100 (assuming only 1% find it appealing). Multiple Products Ad: Showcasing 5 products increases the probability of appeal to 5/100. More options equal a higher likelihood of striking the right chord with your audience. However, this can also dilute focus and lead to decision fatigue for viewers. This brings me back to our debate about Instagram reels. What do you think? Let’s discuss!

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Building on Mrunal Jhaveri's insightful reflections, I am compelled to share some thoughts on the dynamic landscape of venture investment through family offices—a domain not many venture into but one that holds immense potential for long-term impact. The road to establishing Ice.vc, as Mrunal describes, is paved with practical lessons that resonate across investment strategies and personal experiences alike. The clarity in focusing on core competencies rather than getting sidetracked by trying to offer everything to portfolio companies is something that resonates deeply. In an ever-evolving market landscape, flexibility and adaptability remain crucial. Furthermore, maintaining structured policies and decision-making frameworks isn't just a best practice; it's imperative for avoiding unnecessary disruptions. Clearly defining roles within the family office setup, just as Mrunal does with his brother, ensures seamless operations and clarity in execution. The essence of this journey, however, transcends financial metrics. It is about aligning investments with personal values and the overarching vision one cherishes—creating a legacy that's more meaningful than mere numbers. These insights continue to shape the future of investments and offer a beacon for those brave enough to innovate and invest in line with their own values.

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NPS is on the chopping block, but is it all that bad ❓ Diya Sikka, Director, NPSx at Bain & Company (who founded the NPS score) breaks down when NPS works and when it doesn’t. Many companies have fallen into the trap of believing that NPS = business health. When in reality, that means nothing if it’s not tied to revenue. Where NPS shows it’s value is in connection to key value metrics - retention, growth, acquisition. We can’t look at it in a black box, but we can use it as an indicator. What do you think? Are you for or against NPS? Battle it out in the comments below. 🎧 📻 Tune into the latest episode of Experts of Experience to get the full episode #NPS #CustomerExperience *** ♻️ Repost if you found this post insightful 🤝 Follow me, Lauren Wood for more tips on CX, leadership, and human connection in the age of AI

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Is it possible to build an 8-figure DTC brand solely through static advertisements? Obvi, founded by Ronak Shah, Ashvin Melwani, and Ankit Patel, has generated approximately $40 million in sales within just 40 months. This rapid growth is attributed to their effective advertising strategies, particularly their use of static advertisements on platforms like Facebook. It went from $200K in sales to $5M in the early days—all with static ads. Here’s how they did it and what contributed to their impressive growth. Strategic Shift to Static Ads Initially, Obvi focused on video ads. However, as the market became crowded, they switched to static ads. This change allowed them to deliver clear messages without the complexity of video production. [1] Testing and Iteration: Obvi started with a small budget of $100 a day on Facebook ads. They only increased spending after achieving a threefold return on ad spend (ROAS). This careful testing helped them find effective ads before scaling. [2] Focus on Facebook and Instagram: Obvi chose Facebook and Instagram as their main platforms. As their confidence grew, they increased their daily ad spend to $25,000-$30,000, maximizing their reach. [3] Engaging User Experience: Customers were automatically enrolled in an affiliate program after purchase. This program offered a $10 gift certificate and encouraged sharing. It created a community of brand advocates, boosting word-of-mouth growth. [4] Diverse Product Range: Obvi has expanded its product range significantly, offering over 50 different products. This variety attracted a broader audience and met different customer needs. [5] Data-Driven Decisions: The founders prioritized data analysis. They continuously refined their ads based on performance, experimenting with different formats and messages to improve engagement. Obvi’s journey to $40 million in sales shows the importance of adaptability. By shifting to static ads, maintaining disciplined spending, and fostering customer engagement, they carved out a successful niche in the DTC market. Their story is a great example of how smart strategies can lead to significant growth. #Casestudy #Marketing #Advertisement #Staticads

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Have you heard of Zara Shatavari, or Aiyana Rainbow or Kenza Layli or Olivia C or Ailya Lou or Anne Kerdi? Well, you would have if you are connected with marketing through influencers. More importantly, all these six names are virtual humans, who are in the top 10 finalists list of the world’s first Miss AI pageant! So, AI-generated contenders are now competing in beauty pageants. If you think there are not many such creations, think again. The top 10 were selected from more than 1500 international entries that are going to vie for a top-three spot “later this month based on beauty, tech and social media clout.” https://buff.ly/3VFp0ON All of the contenders are Instagram influencers in various categories, going by appellatives like brand ambassador, fashion diva, travel concierge, wellness specialist, and beauty consultant, amongst others. Are AI-born celebrity influencers a good thing? Shatavari’s creator, Rahul Choudhry, says “AI is here to help humans, and Zara's purpose is to spread awareness.” According to panel-judge, Andrew Bloch, “AI is the new frontier in content and influencer marketing. AI-powered creative tools and virtual personalities are here to stay, and the growth of AI-generated personas is already hugely influencing advertising, PR and branding.” #AI #beauty #instagram #influencers #celebrities #virtual #pageants 

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Raised $26,000,000 with just an idea Lyskraft India Pvt Ltd - the latest kid in the block! So, Mukesh Bansal is back with another startup this time with Mohit Gupta, the former CEO of Zomato's food delivery arm. In July of last year, there were reports about Bansal and Gupta raising funds for a new venture. As per TechCrunch, both of them pitched a range of ideas to potential backers like a female-focused counterpart to Manyavar and "Infosys 2.0" a presumed upgrade to a multinational IT services and consulting firm. Now finally... The news is out and we know what they are building, Lyskraft: initially a women's only marketplace for premium brands mostly focusing on Gen-Z shoppers. Recently we have seen giant e-commerce platforms launching dedicated portals to attract GenZ shoppers, like SPOYL launched by Flipkart within its app, FWD by Myntra, also we are seeing the growth of new-age startups working in this space like Virgio(Mukesh Bansal is an investor in it), Newme(recently raised $4,500,000), Absolute Brands, Snitch, Styched and many more As per Inc42's Report, India's fashion and apparel sector is projected to reach a mouth-watering $112 Billion by 2030, which will be over a quarter of the country's $400 Billion e-commerce market!! Let's be honest, anyone will want a piece of this market. As we are already aware of how crowded this space is, let's see how Lyskraft differentiates itself from others. Mohit Gupts and Mukesh Bansal, in this crowded space building a community around your product, building digital IPs, and creating experiences through videos are the ways to elevate your brand to the next level. I the founder of Elevate would love to connect and assist Lyskraft in building a community, digital IPs and help create experiences through videos, if that sounds like something that interests you would love to connect and discuss!! sources of information : TechCrunch article 2021 - https://bit.ly/49UwkLI Inc42 article - https://bit.ly/3w0SDlb #mukeshbansal #myntra #fashion #startups #venturecapital #fundingwinter #norevenue #cultfit #community #communitymarketing #socialmediamarketing #india

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Naarica has been smashing it 💯 So proud of how far Shruti Chand has come. When we first met, she didn’t even have a website, just some traction from some offline events. And now, she’s doing Rs. 10L+ MRR with a double digit EBITDA margin. And she’s just touched the surface - the real mission is 1000x larger than this. In India 🇮🇳, there are still 12-15 crore women who use sub-par products (or none at all) during periods. Making women feel more confident, lesser anxious - I feel that’s Naarica’s true mission. A truly women centric brand. I hope there are more and more folks like Shruti who take up such bold challenges. I hope more and more folks get inspired by her and choose entrepreneurship. And truly solve India-specific problems 🙌🏽

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On our Pylon demo booking form we ask - "What brings you to Pylon?" Prospects typically put down in broad terms what appealed to them about our product and product marketing. This is an amalgamation of their true pain points, market trends, and their perceived value props of your product. This turns out to be a great source of data to periodically investigate and a great use case for ChatGPT 😎 To do this yourself: 1) Add an open ended question like this into your demo booking form 2) Extract a list of the values from the last month into a CSV 3) Feed the CSV into ChatGPT o1-preview with a prompt like "We are a <describe your company very briefly>. This is a CSV of demo bookings we received over the last month. What are 5 common reasons with specific examples that companies book demos with our platform." You can refine this by adding more dimensionality to your data, for example industry of company booking, or persona of person booking. Note: your inbound will be biased by your own product marketing, but it is still a good opportunity to see whether the reasons you think people want your product are correct.

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Why are D2C founders hesitant on sharing their unit metrics? I understand they don't want to share it with any tom dick or harry but with the agency that you are hiring? This only helps us understand your unit economics better 6/10 d2c founders hesitate on sharing their numbers with us, even AFTER GETTING US ONBOARD! 😐 knowing your unit economics will only help us craft offers better and scale better

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One of my all time favourite talks of Surge. Watching Kunal Shah and Shailendra J Singh in this free-flowing talk on all things business models and moats…makes for both fun and insightful viewing. I have seen it multiple times and learn something new each time. #peakxvinsights

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🚀 Startup Realities: Mentorship or Monetization? 🤔 At Fahdu India, we've faced a deluge of 'mentorship' offers lately—each one more inventive than the last. Proposals roll in requesting substantial equity, sales royalties, even commissions on fundraising, all without a dime of investment. Sounds less like guidance and more like a stakeout! Is this the new normal for ambitious, non-pedigreed startups striving to grow while bootstrapped? Are genuine mentors for growth-stage startups a myth, especially for those outside the typical 'elite' founder circles? Let's discuss: Are these terms of 'mentorship' becoming a predatory practice in our ecosystem? Have you faced similar experiences? Share your stories. #StartupChallenges #EquityForAdvice #BootstrappedRealities

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The Ken is one of the most popular media house, based in Bangalore. It was my honour to be on their #daybreak podcast. We talked about "why Melooha", "#genz and Melooha", and many other things. FYI: Astrology is estimated to be a $100 BILLION market! Apple Podcasts - https://lnkd.in/gTcgMSXu #astrology #artificialintelligency #vedicwisdom

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