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Smriti Mishra

Articles By Smriti Mishra

93 Articles

The Moms Co. aims to close FY21 with Rs 80 crore revenue; plans to breakeven in FY22

It posted a net revenue of Rs 22.3 crore in FY20, while net loss stood at Rs 7.8 crore

The Moms Co. FY21 revenue

Will ASCI’s draft guidelines adversely impact the influence of an influencer

The guideline requires a disclosure label to be added to highlight advertising content

Industry experts believe that these guidelines will aid in promoting transparency in the long run

Jewellery brands follow the mantra of ‘Visual Delight’ to rake in online sales

From virtual try-ons to video calling are some of the ways jewellery brands have been selling goods online

Industry estimates suggest that bulk of the jewellery purchase online is restricted to low ticket purchases upto Rs 30,000

#BackToBusiness: Impresario Handmade Restaurants’ Divya Aggarwal on the strategy that needs to be followed to bounce back

How brands can make the most of the shift towards digital, highlights Aggarwal

Divya Aggarwal, head - marketing, Impresario Handmade Restaurants

#BackToBusiness: Mirum India’s Naila Patel on the strategy that needs to be followed to bounce back

How brands can make the most of the shift towards digital, highlights Patel

Naila Patel, executive creative director, Mirum India

#BackToBusiness: Resulticks’ Mani Gopalaratnam on the strategy that needs to be followed to bounce back

How brands can create at-home meaningful experiences for consumers

Mani Gopalaratnam, CEO and CTO, customer success, Resulticks

Eureka Forbes changes tack; rolls out new brand position backed by two sub-brands

The company will have a series of electrical equipment under --- Aquaguard and Forbes

The company claims that direct sale now accounts for about one-third of the business and continues to get smaller over time

#BackToBusiness: Tonic Worldwide’s Unmisha Bhatt on the strategy that needs to be followed to bounce back

How brands can create at-home meaningful experiences for consumers

Unmisha Bhatt, chief strategy officer and director – India and MENA region, Tonic Worldwide

RenewBuy ups marketing spends by 20%; aims to strengthen its reach across tier 2 and 3 markets

The company reveals that digital accounted for 60% of the spends while the remaining 40% was allocated into partner (insurance advisor) communications

As per the company, tier 2 and 3 markets generate more than 50% of its business

#BackToBusiness: Bombay Shaving Company’s Shantanu Deshpande on the strategy that needs to be followed to bounce back

The key lessons emerging for brands amidst the pandemic, highlights Deshpande

Shantanu Deshpande, founder and CEO, Bombay Shaving Company

How fashion and lifestyle industry drew a survival strategy in 2020

From antiviral collections, home apparel line to shop-on-wheels and appointment viewing, doorstep delivery, are some of the initiatives which have been rolled out

With online accounting for the majority of the sales currently, brands have begun to increase marketing spends on the platform

Mamaearth increases its marketing spends by threefold; to invest in TV and digital

The company claims that 90% of the spends has been allocated to digital platforms including influencer marketing and 10% on traditional media

As per the firm, tier 2 and smaller markets amount to more than 50% of its business

Roll out Covid vaccine without antibody testing: Dr K Srinath Reddy

In an interview (see full interview tomorrow), with Financial Express, Reddy pointed out that public health agencies the world over, even the WHO, have recommended roll out without any preliminary antibody testing.

Against this backdrop, Dr Reddy endorsed Indian Council of Medical Research chief Dr Balaram Bhargav’s stand that vaccine coverage should target 60-70% of the population.

#BackToBusiness: Jaquar Group’s Sandeep Shukla on the strategy that needs to be followed to bounce back

The new consumer trends being spotted compared to pre Covid times, highlights Shukla

Sandeep Shukla, head – marketing and communication, global operations, Jaquar Group

Rapido bets big on performance marketing, launches its first commercial #LoveTheChase

It plans to spend 70-80% of its advertising dollars on performance marketing and 20-30% on traditional medium in CY2021

The company, which is currently present in 100 cities with over 15 million registered customers across the country plans to expand its presence into the smaller markets

Volkswagen shifts focus to digital; to double its marketing spend in CY2021

The company plans to allocate 30-40% of its spends on digital in CY21 as compared to 15-20% in CY20

The company plans to invest in sporting associations and influencer activation in CY 21

How PepsiCo India cashed in on digital to drive engagement this festive season

The company launched festive hampers for its snack brands Kurkure and Lay’s engaging celebrities, influencers across different digital platforms

Lay's, Kurkure, PepsiCo India

ITC ramps up digital presence for its chocolate brand; focuses on expanding reach

Apart from traditional e-commerce channels, the company has partnered with luxury gifting portals such as Indian Gifts Portal alongside emerging channels such as EasyDiner, Dunzo among others

As per industry estimates, of the Rs 11,000 crore chocolate market, luxury amounts to about Rs 150 crore excluding duty free

Amway’s Ajay Khanna on the marketing strategy which brands need to follow in the time of Covid-19

The dos and don’ts for brands to follow when communicating with consumers, highlights Khanna

Ajay Khanna, CMO, Amway India

How direct-to-consumer brands can create a direct line with consumers

According to industry estimates, cost of customer acquisition for digitally native brands which declined to as low as 10-15%, is set to rise as high as more than 50%

As per the estimate drawn by investment firm Avendus Capital, D2C brands could be looking at a $100 billion addressable consumer opportunity in India

Edtech firms up marketing spends; make a dash for users in tier 2 and 3 cities

Cost of consumer acquisition which includes marketing spends is expected to rise to 70-80% of revenue of edtech platforms

The K-12 and test preparation segments jointly secured $1.98 billion from investors.
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