Venkata Susmita Biswas

Articles By Venkata Susmita Biswas

83 Articles

Brands take to video calls to drive business

Retailers in the high-value and luxury segment have introduced video calling through apps such as WhatsApp, Instagram and Skype

The average ticket size generated via video calling has been encouraging.

Titan’s Ajoy Chawla on no growth this year for jewellery players

The pandemic, rising gold prices and an overall muted consumer sentiment has dealt a huge blow to India’s jewellery industry

There has been a significant shift towards online, claimed Ajoy Chawla, CEO, Jewellery Division, Titan Company Limited

Coronavirus Impact: Celebrity endorsers take ‘pay cuts’ of 30-50%

Celebrity endorsement contracts are getting extended by three to six months to account for the time that brands have not been able to take advantage of their partnerships

Some brands that had been in the process of finalising endorsement deals are holding back

How is the social commerce scene in India slated to change with Flipkart’s foray

Social commerce is once again the flavour of the season. Flipkart has joined the likes of Meesho, Dealshare, Shop 101, BulBul and SimSim, by introducing social commerce on its value platform 2GUD. Earlier this year, Paytm sta

While social commerce is attracting interest, the challenge will be to extract value from the transactions on the platform, experts say.

Dairy companies hop on the ‘immunity’ bandwagon to make up for lost sales

A Crisil Ratings report expects this category to register a 2-3% degrowth in 2020-21, due to the pandemic

Mother Dairy has placed its products in hospital cafeterias to directly target people who could be looking for these products.

BookMyShow’s Parikshit Dar on not competing with video streaming platforms

The company launched its own video streaming platform earlier this month

The new platform will run across the BMS app and website for scale; it can host a smooth experience for over 50,000 concurrent viewers per minute at any given point, Parikshit Dar, co-founder and director, BookMyShow said

Mehul Gupta of SoCheers on life beyond work

From The Forrest Gump to The Terminal are some of his favourite films

Mehul Gupta, co-founder and CEO, SoCheers

General entertainment channels return with fresh content

Broadcasters are now faced with the uphill task of wooing advertisers back to their channels

Broadcasters are now faced with the uphill task of wooing advertisers back to their channels, without any significant freebies or discounts.

Broadcasters led OTT platforms bet big on original content

As per a BARC-Nielsen study, there was a 19% increase in the time spent on watching OTT originals during April and May

Digital video subscription in India was Rs 2,820 crore, growing at a 30% CAGR

End of the road for English entertainment channels

AXN and FYI TV 18 among English entertainment channels that have gone off air

The general entertainment channels (GECs), which are struggling with almost no fresh content, have seen a dip in viewership, and yet are far ahead of English entertainment and movie channels.

With brands dropping the words ‘fair’, ‘light’ and ‘white’, is the skincare market poised for a makeover

This comes close on the heels of the Black Lives Matter movement that’s gaining prominence across the globe.

Industry watchers are expecting more brands, the likes of Nivea and Emami, to either drop words or change their marketing communication in response to this trend.

Chinese products battle boycott sentiment; app makers could lose $70-$100 million annually

In the meantime, cautious brands are recalibrating their digital media spends for the short term. Mondelez India, which has leveraged TikTok in the past, will be “focussing its digital media spend on Google and Facebook.

After hand sanitizers, FMCG firms make a dash for vegetables and fruit washes

Marico, ITC, Dabur, CavinKare and Pee Buddy are among companies that have forayed into this category

ITC’s Nimwash, Dabur’s Veggie Wash and CavinKare’s SaaFoo are being sold with the promise that they can eliminate germs, bacteria and fungus from fresh produce.

Laqshya Media Group’s Atul Shrivastava on how OOH industry has resorted to discounting to survive

Even before the lockdown, the local authorities occupied nearly 70% of the media

With brands withdrawing campaigns, OOH companies have had to resort to discounting, says Atul Shrivastava, CEO, Laqshya Media Group

Coronavirus Impact: After lifting of lockdown limits, TV advertising en route to recovery

The government’s move to allow the sale of non-essential products on e-commerce and the partial reopening of retail stores in safe zones has given brands the opportunity to market products to consumers.

Online ticketing platforms explore alternative revenue streams, as on-ground events remain on hold

The EEMA estimates that the Rs 10,000-crore events industry stands to lose nearly 80% revenue in 2020-2021

To experiment with virtual events, platforms have been curating content on a few specific topics.

How masks have caught the imagination of apparel brands

Ever since the government mandated the use of masks, fashion labels have started selling reusable cloth masks of varied strengths

Fashion labels expect that consumers will seek ‘self-expression’ through their masks.

Here’s L’Oréal India’s post-covid business strategy

Besides building tech-enabled online retail, L’Oréal to focus on products across price points, among others

How OTT platforms are looking beyond their core offerings to increase stickiness

OTT apps began mainly as online destinations for catch-up TV but now they have the ambition to become super apps that combine entertainment of all kinds on one platform

How smartphone companies are recrafting business policies

Handset manufacturers to alter product portfolios and adopt a multi-channel route to beat the lull in sales

While manufacturers have brought the market alive with launches across price bands, it is unclear if consumers will splurge on buying or upgrading their phones as planned at the beginning of the year.

Print: Struggling for revenue

Advertising in print is slowing to a trickle

Even though newspaper delivery has resumed in many parts of the country now, some markets like Mumbai and Pune are yet to see a full recovery of distribution, and advertising continues to be scarce.

Spykar Lifestyles makes a return to the new normal; resumes operation in 37 stores

The company which in all runs 350 stores across the country, claims to have got 45-55% of its business back

As consumers will have lesser disposable incomes, they will be very conservative about spending on non-essentials

Coronavirus Impact: Low advertiser sentiment to impact sports sponsorships

Even though viewers have been starved of live sports and may be awaiting the return of sporting events, advertising revenue is not expected to match up to pre-Covid times.

Even though organisers are strategising to resume play, the `9,000-crore sports sponsorship industry (as per ESP Properties data) is expected to be impacted severely, experts said

Brand loyalty no more? Regional brands take larger pie in times of Covid

Local products gain market share as bigger FMCG companies struggle with supply chain issues

Coronavirus Impact: General entertainment channels make a dash for OTT content

As per a report by BARC India, viewership of OTT originals has been dismal in the Hindi speaking markets in urban India (HSM-Urban)

This experiment has been a litmus test for the mass appeal of OTT shows and whether broadcasters could continue to bank on them.

Why digital advertising is all set to benefit

There has been a marginal increase in the number of brands advertising online now

People are hyper-aware about the behaviour of brands; so, companies must be careful, as a misstep could be costly

Digital ad rates drop as advertisers put marketing on hold, shows report

In India, digital media buyers have witnessed a minimum of 15-25% drop in ad rates of biddable digital inventory

As per a BARC India and Nielsen report, digital advertising spends on platforms such as YouTube, Hotstar and TikTok have fallen sharply in categories like banking and finance, retail, durables, automotive and computers.
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