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Venkata Susmita Biswas

Articles By Venkata Susmita Biswas

210 Articles

Cable TV bills set to rise

A look at the implications of TRAI’s New Tariff Order 2.0

In 2020, the Indian Broadcasting and Digital Foundation estimated that the implementation of NTO 1.0 resulted in an overall loss of 12-15 million subscribers.

Interview: Dinesh Nair, Director – Consumer Business, Lenovo India

‘Market for premium PCs has exploded in the past 18 months’

For a population of India’s size, the need for devices will stay.

Ads for social change

Experts believe that if a brand truly believes in a particular cause and would like to stand for it, the messaging needs to be constant and frequent

Earlier, brands like Tanishq and Surf Excel, too, have been trolled online for ads that hurt sentiments of certain sections of the public.

E-sports 2.0

The online gaming industry is getting a facelift

Brands partner with game publishers and streaming platforms to sponsor tournaments and reach audiences below 25 years.

Interview: Carter Pilcher, CEO, ShortsTV

‘Consumers are moving to smaller viewing environments’

We will be targeting a 10-15% growth in content year-on-year, says Pilcher

The switch to smartphones

As the feature phone market dries up, OEMs turn to budget smartphones for respite

Analysts say that the sweet-spot for facilitating the migration from feature phone to smartphones lies in the Rs 3,500-4,000 price band

Review Corner

Five recent ads that caught our attention

The ad captures the frenzy surrounding Chopra who is India’s latest sports hero.

Interview: VS Ganesh, CEO, Page Industries

‘Non-innerwear contributes to one-third of revenue’

Last year, we expanded our presence by about 15,000 multi-brand outlets to reach 80,000 outlets

Direct selling quandary

Why direct selling companies continue to be wary of e-commerce channels

A study by the Indian Direct Selling Association states that the Rs 17,000 crore direct selling industry grew by only 10% in FY21.

Screen to snack

Multiplexes expand F&B services as theatrical revenues remain low

Changing the frequency

Radio broadcasters are rolling out digital solutions to make up for the decline in advertising revenue

By 2023, the FICCI-EY report predicts, radio broadcasters are expected to earn about 25% of their revenue from channels like OTT, AR/VR radio, podcasts, audio influencers, etc

Braking ownership

Will car subscriptions find favour with Indian consumers?

In India, vehicle subscriptions could remain a niche revenue channel for manufacturers.

Interview: Angelo George, CEO, Bisleri International

‘Hand sanitiser category is here to stay’

Casting a wide net

Free-to-air TV channels are investing in original content and opting for DD Free Dish to expand viewership

Electric push for bicycles

A range of e-bicycles have hit the market, as premium bicycles see increased uptake during the pandemic

As per a CRISIL Ratings report, India’s bicycle market is estimated to register a 20% growth in demand this fiscal, with sales likely to touch 1.45 crore units, compared to 1.2 crore units in FY21

Interview: Gurumukh Uttamchandani, Executive Director, Syska

‘Share of smart bulbs is less than 1% of LED bulbs’

Syska wants to be one of the biggest fast-moving electrical goods companies in the country with a focus on innovation.

320 Covid-19 ads made wrong claims in 2020-21: Regulator

Every year, the healthcare sector generates hundreds of ads that do not stand up to the scrutiny of India’s advertising regulatory body

In 2018-2019, 772 ads were found to have made scientifically incorrect claims.

OTT first, TV later

Broadcasters take the digital-first route to drive subscriptions on their OTT platforms

Expanding the user base of these platforms calls for big bets.

Tapping local frequency

Non-English content on audio platforms see uptake

Bottled up demand

Sales of deodorants and perfumes have declined as stores and offices remained shut for most of 2020

The deodorant market, which was worth Rs 3,900 crore in 2019, shrunk by about Rs 102 crore in 2020

Ad industry hopes losses will reverse in festive season

About 40% of annual adspend takes place during the festive season

According to a recent report by Dentsu International, adspend is expected to grow by 10.8% in 2021 to reach $9 billion

Hot off the press

Print publications are expected to reach 75% of pre-Covid revenues in FY22

The meagre growth estimates for the industry indicate that publishers will remain focussed on cost control and maintaining the already slim profit margins.

Interview: Dheeraj Sinha, CEO and CSO, Leo Burnett, South Asia

‘Fragmentation of agencies has not helped marketers’

Over the past year, we have trained about 450 staffers on various aspects of the digital medium, says Sinha

War of wearables

Tech-savvy consumers are increasingly preferring smartwatches over fitness bands

India’s smartwatches market is now dominated by brands that sell affordable gadgets.

Consumer preferences driving brands to go green

Sustainable steps being taken as eco-friendly scores big with millennials

As per a 2021 Deloitte study, the environment is a top priority for millennials and GenZ consumers
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