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Google's new report on <keyword id="19904566" type="General" weightage="20" keywordseo="artificial-intelligence" source="keywords">artificial intelligence</keyword> (AI) emphasizes responsible AI development and suggests recommendations for policymakers, companies, and civil society. The report titled "An AI Opportunity Agenda for India" outlines how artificial intelligence can drive <keyword id="19900794" type="General" weightage="20" keywordseo="economic-growth" source="keywords">economic growth</keyword>, social progress and global leadership for the nation. The report says India with its rapidly growing economy, outstanding tech talent, young demography and vibrant start-up ecosystem, is poised to reap the immense benefits of artificial intelligence. A comprehensive and responsible approach to AI can unlock significant economic growth and societal progress in India. "The potential economic impact of AI in India is substantial - reports estimate that at least INR 33.8 lakh crore of economic value from <keyword id="20037918" type="General" weightage="100" keywordseo="AI-adoption" source="keywords">AI adoption</keyword> can be achieved in India in 2030. While these achievements signify a promising beginning, unlocking the full potential of AI hinges on the strategic decisions we make today," says a Google's press release. The report suggests that to maximize the AI opportunity for India collaborative efforts are needed across government, industry, and civil society. They need to prioritise three key areas which include investments in infrastructure and innovation, building human capital and an AI-powered workforce and promoting wide adoption and universal accessibility. AI is already addressing some of the most pressing challenges like revolutionizing farming practices and improving <keyword id="20646060" type="General" weightage="20" keywordseo="healthcare-access" source="keywords">healthcare access</keyword>. The <keyword id="20214323" type="General" weightage="20" keywordseo="agriculture-sector" source="keywords">agriculture sector</keyword> is getting the benefits of AI through minimizing climate risks, optimizing productivity and sustainability, and providing access to real-time crop pricing information and early warning of potential crop threats. Many <keyword id="23569666" type="General" weightage="20" keywordseo="AI-powered-platforms" source="keywords">AI-powered platforms</keyword> are empowering farmers to boost crop yields and encourage sustainable practices. In the healthcare sector, AI is being used for better diagnosis, bigger access, and personalized care, especially for underserved communities. Google has partnered with <keyword id="23569667" type="General" weightage="20" keywordseo="ARMMAN" source="keywords" meta.keywordsubtype="org" meta.entityname="ARMMAN" meta.hostid="261" meta.entityid="ARMMAN">ARMMAN</keyword> to use AI to identify women at risk of dropping out of their health information program, allowing for personalized interventions to improve maternal health outcomes. ARMAAN seeks to address the pervasive systemic problems underlying maternal and child mortality and morbidity in India.

AI adoption can unleash Rs 33.8 lakh crore of economic benefit to India in 2030: Google Report

<ul><li>The Beauty &amp; Personal Care market is thriving and one of the fastest-growing consumer markets, driven in particular by the Cosmetics and Skin Care segments, as per Statista’s latest report.</li><li>Myntra’s upcoming End of Reason Sale to offer 38,000 styles from over 750 brands in its Beauty and Personal Care segment.</li><li>On course to add 500 more brands and offer 50,000 style options by 2022.</li></ul>Myntra is witnessing strong growth in the Beauty and Personal Care segment on its platform. The category has registered over 2.5X YOY growth on Myntra and is expected to continue the growth momentum into 2022. Myntra is also betting big on the category for the upcoming edition of its marquee biannual event, EORS (End of Reason Sale), slated to be held this month. According to Statista, India's beauty and personal care market, estimated at $25.9 billion in 2020, is projected to reach $32.7 billion by 2023, growing at a CAGR of 8.1 percent. Revenue in the Beauty &amp; Personal Care market amounts to US$22,338 million in 2021. The market is expected to grow annually by 6.95% (CAGR 2021-2026). Beauty &amp; Personal Care is currently the fastest-growing category on Myntra, and is strategically showcased through platforms such as Myntra Studio and M-Live that drive engagement and build salience for brands in the category through DIY videos and live tutorials led by a charter of sought-after beauty influencers. For the upcoming edition of EORS, Myntra is gearing up for its largest-ever edition and in the last few months has added over 50 brands including Dermalogica, Anastasia Beverly Hills, W Beauty, Pilgrim, Swiss Beauty, and Syska Appliances, to participate in its flagship event. With never-before offers on brands, exciting propositions for all first-time beauty and personal care shoppers, and other interesting basket offers, shoppers have a lot to look forward to, in the upcoming EORS. Myntra continues to scale its Beauty and Personal care portfolio and currently houses 750+ brands and 38,000 styles, of which 400 brands and 15,000 styles were added this year alone. The emerging go-to BPC destination is aiming at adding another 500 brands in 2022, taking the total number of options to 50,000 styles. Myntra is witnessing a steady 3X increase in basket size. Myntra’s 15-day return policy has also enabled its consumers to have a smooth and hassle-free buying experience. In addition to this, the category is riding firmly on the back of its popular brand campaign led by Bollywood’s style icon, Disha Patani, who is the brand ambassador for this segment on Myntra. On the technology front, features such as AI-powered Skin analyser tool and virtual try-on are enabling consumers to undertake informed buying decisions on the platform. Some of the prominent international and domestic brands that were added on Myntra this year include Benefit Cosmetics, Bath &amp; Body Works, and Kora Organics among others. From a consumer demand perspective, Face Moisturizer, Kajal &amp; Eyeliner, Face Wash &amp; Cleanser and Lipsticks are some of the top selling items. Apart from these, fragrances and appliances, such as trimmers, are also some of the key categories that consumers flank the platform for. The top article types within categories such as make-up, are Lipsticks, Foundation &amp; Primer, Kajal &amp; Eyeliner, Eyeshadow, Highlighter &amp; Blush; Under skincare, the leading products include Face moisturizer, Face Serum, Mask &amp; Peel and Sunscreen; Under haircare, the leading products are, Hair Colour, Hair Oil, Hair Serum, Hair Cream &amp; Mask, while Body Lotion, Body Wash and Body Oil form an integral part of the Bath &amp; Body category. During EORS-15, shoppers can expect Buy 1 Get 1 on select brands and free shipping on orders above Rs 499. Ahead of the event, Myntra has also collaborated with some of India’s favorite celebrities, such as Salman Khan for Frsh, Virat Kohli for One8, and Sara Ali Khan for Maybelline to share special mentions from their social media channels to drive traction for the category.

Exclusive: Myntra to increase its focus on Beauty and Personal category; plans to add 500 brands and 50,000 styles by 2022

<ul class="summary-list"><li>Jeffree Star, Tati Westbrook, and other influencers once ruled the beauty side of YouTube.</li><li>Now, they're taking over TikTok with lengthy livestreams focused on selling products.</li></ul>A livestream hosted by<a target="_blank" href="https://www.businessinsider.com/jeffree-star-wyoming-from-la-mansion-yak-ranch-timeline-2021-8"> Jeffree Star</a> filled my iPhone screen during a late-night TikTok<a target="_blank" href="https://www.businessinsider.com/new-study-finds-doomscrolling-leads-to-bad-physical-mental-health-2022-9"> doomscroll</a> in June.Wearing a baby-blue Western blouse with fringe detailing and a wig of the same shade, Star stood behind a pink desk with beauty influencer Paul Dao. Together, they promoted lip gloss and other products from Jeffree Star Cosmetics.It had been a long time since I'd watched Star's content, which usually highlights his lavish lifestyle and harsh but honest makeup opinions. He's also known for getting involved in internet scandals. As memories of<a target="_blank" href="https://www.businessinsider.com/dramageddon-youtube-jeffree-star-manny-mua-laura-lee-gabriel-zamora-2021-8"> "dramageddon"</a> in 2018 flashed through my mind, I shuddered and scrolled away.But 10 minutes later, TikTok showed me yet another livestream: this one from OG beauty YouTuber <a target="_blank" href="https://www.businessinsider.com/youtuber-tati-westbrook-life-career-story-2020-11">Tati Westbrook</a>, who attempted to sell me a hair curler — a far cry from the cult-favorite<a target="_blank" href="https://www.businessinsider.com/tati-westbrook-new-makeup-brand-2019-10"> eyeshadow palette</a> she created in 2019 — through the small screen.I shouldn't have been surprised to see either peddling products. Influencers have always been, at least to some extent, glorified salespeople. Still, I couldn't help but cringe. Their voices sounded different, like anxious sales reps trying to get my attention. There was a blatant urge to sell, sell, sell.Some millennial-aged viewers shared similar, and often harsher, thoughts."I'm sad. I used to be able to trust all of your reviews because you were doing it for the love of the game. Not commission. ," one person commented on one of Westbrook's TikToks promoting her recent stream."You are getting worse than Kylie Jenner," another person wrote on one of Star's videos. "It's every other day some kind of BS sale or relaunch. I miss the old Jeffree Star, this new desperate JS sucks!!"I was right there with them. Seeing these larger-than-life figures go from the top of the beauty food chain to hosting flash sales QVC-style was jarring. But as I later realized, their tactic is also kind of genius: They're using a free platform to directly sell to consumers while also increasing their brand awareness.<h2 id="a37382ed-7f93-446c-af1a-672ba960b013">YouTubers turned TikTokers</h2>Rewind a few years and beauty influencers dominated the cosmetics industry alongside the audiences they built<a target="_blank" href="https://www.businessinsider.com/youtube-beauty-everything-you-need-to-know-jeffree-james-nikkietutorials-2020-3"> on YouTube</a> — even when their careers were rife with scandal.<a target="_blank" href="https://www.forbes.com/pictures/gjdm45jih/7-michelle-phan-3-mil/">Forbes</a> reported Michelle Phan, who is widely credited as the first internet makeup influencer, as one of the top-earning YouTubers of 2015 with $3 million in annual revenue. Lucrative beauty businesses only exploded from there.YouTuber Jaclyn Hill famously collaborated with Becca Cosmetics on a glimmering highlighter in 2016, bringing the company <a target="_blank" href="https://wwd.com/beauty-industry-news/color-cosmetics/latest-becca-x-jaclyn-hill-collaboration-did-3-5-million-in-sales-with-online-launch-10438768/">$3.5 million</a> in online sales across five hours. Two years later,<a target="_blank" href="https://www.forbes.com/sites/natalierobehmed/2018/12/03/highest-paid-youtube-stars-2018-markiplier-jake-paul-pewdiepie-and-more/"> Forbes </a>said Star reached $18 million in annual earnings — partially because of one of his<a target="_blank" href="https://www.businessinsider.com/jeffree-star-made-20-million-on-eyeshadow-palette-shane-dawson-2019-10"> stand-out products</a> brought in $20 million when it first launched, as Star told fellow YouTuber Shane Dawson.Star then created a collaboration line with Dawson, who's best known for posting controversial comedy sketches and videos exploring conspiracy theories. Before it was released in 2019, Star's team estimated the makeup line would make<a target="_blank" href="https://www.businessinsider.com/jeffree-star-reveals-shane-dawson-palette-could-make-10-million-2019-10"> at least $35 million</a> if<a target="_blank" href="https://www.businessinsider.com/jeffree-star-shane-dawson-makeup-sold-out-2019-11"> it sold out</a>, which it did almost immediately.However, after years of influencer feuds, multiple cancellations, and the pandemic, beauty YouTubers found themselves floundering, Alex Rawitz, the director of research and insights at the influencer-marketing platform CreatorIQ, said.Stars like Charles went from earning tens of millions of views on YouTube videos to just over one million per post, and TikTokkers like <a target="_blank" href="https://www.businessinsider.com/mikayla-nogueira-background-controversy-feud-mascara-2023-1">Mikayla Nogueira,</a> with her nearly 16 million followers, stepped into their spotlights."They used to be at the top of our creator leaderboards, driving the most engagement for brands and being at the forefront of the industry," Rawitz told Business Insider. "They were replaced by people who still did tutorials but were doing very quick cuts and 20-second bite-sized things more adapted for modern attention spans."<div type="image" title="James Charles, Tati Westbrook, Jeffree Star" height="946" width="1887" msid="112708547" hostid="261" sizebytes="98822"></div>Some of YouTube's best and brightest<a target="_blank" href="https://www.businessinsider.com/james-charles-jeffree-star-comeback-canceled-youtube-over-2023-7"> attempted to resurface</a> in 2023, like Charles, who made a splash with a Cosmopolitan cover story, and Star, who opened his combination<a target="_blank" href="https://www.businessinsider.com/jeffree-star-store-grand-opening-review-photos-casper-wyoming-2023-7"> meat and makeup store</a> in Wyoming.But OG beauty influencers really cracked the comeback code when they entered the wild world of TikTok livestreaming, earning them revived reputations and revenue.Star began hosting virtual events on the platform in 2023, and Westbrook hosted<a target="_blank" href="https://www.tiktok.com/@tatiwestbrook/video/7354803488783715627"> her first livestream</a> in April of this year. Fellow beauty YouTubers James Charles and Laura Lee also followed suit. These creators have often taken an interactive sales approach with their streamed events.Star, for example, has hosted makeup masterclasses alongside professional artists so that viewers can learn how to use specific products from his brand, Jeffree Star Cosmetics, and then receive discounts on them via<a target="_blank" href="https://www.businessinsider.com/tiktok-shop-better-at-keeping-customers-than-temu-shein-2024-4"> TikTok Shop</a>.Charles, on the other hand, has focused his efforts on making his brand's cosmetic sponge the <a target="_blank" href="https://www.tiktok.com/@jamescharles/video/7403479049974205727?lang=en">top-selling makeup blender</a> on the platform.Westbrook and Lee have taken a different approach, seemingly partnering with companies to sell products for them on the TikTok commerce platform at discounted rates. Still, they've made their efforts personal.Lee, like Star, has packed orders by hand on camera during their livestreams, and Westbrook has demonstrated the tools and makeup she's promoted on herself.In doing so, Rawitz said that these creators merge the old-school ways of long-form YouTube content with the modern, quick-moving platform of TikTok."They don't necessarily have to learn new tricks or try to adapt with creators who are coming up within the short-form video ecosystem," he said. "Instead, they can have a more discursive stream with their followers where they're talking about whatever comes to mind, talking about their day, but also selling product."<div type="image" title="Influencer Laura Lee hosts a TikTok livestream." height="2600" width="1290" msid="112708545" hostid="261" sizebytes="138176"></div>Star, Westbrook, and Lee all go live at least once a week — with Star often streaming a few times weekly across two accounts: his personal and brand page. And when they do, it can last for hours. A TikTok live on the Jeffree Star Cosmetics page hosted on July 24 lasted around four hours, while Westbrook was live for eight hours straight on July 10.Leah Spector, the director of communications and content at CreatorIQ, said these lengthy livestreams are strategic for earning revenue, maintaining engagement, and attracting new fans."The longer you go live, the more likely you are to capture new viewers throughout," she told BI. "When I see that there's 20,000 people watching a live, I'm like, 'Oh, something interesting must be happening. Let me join in.' It's simply a numbers game of getting more people to join, even if they drop out pretty quickly."<h2 id="a8007cff-9f23-437a-8383-dbe38a08fe16">Influencers don't care if it's cringe — and they shouldn't</h2>Westbrook, in particular, has been inundated with criticism and cringe callouts each time she's promoted her livestreams on TikTok."This feels like HSN," one person commented on her page, while others joked she's in her "QVC era."Influencers, however, seem to be in on the joke. Westbrook posted a video on July 10 poking fun at her livestreams."Clearly, creators don't mind and are leaning into the potential cringiness of the format," Rawitz said. They can do so with the help of longtime fans standing behind them. Mazaiah Hutchinson, a 27-year-old from Pennsylvania, has watched beauty influencers for over a decade. She told BI that, naturally, she's followed stars like Westbrook to TikTok.She views livestreams as a way to connect with her favorite creators and finds the QVC style of selling to be nostalgic."We look up to these creators, so it's really nice to be in their presence," Hutchinson said. "You can send a comment and immediately get a response back. You can actually see in real time what they're doing."In some ways, I understand the appeal.While writing this analysis, I tuned into a livestream hosted on the Jeffree Star Cosmetics account. As random makeup artists loudly did product demos for two hours, I found myself wishing something more exciting would happen — like an appearance from Star himself.<h2 id="e3f6e400-9adc-4054-8222-87334c14392b">Beauty business moves</h2>TikTok livestreaming is a big business with big money attached.ASMR influencer Lucy Davis <a target="_blank" href="https://www.businessinsider.com/how-much-do-tiktokers-make">previously told BI</a> that she earns between $20 and $300 each time she streams, while Jakey Boehm, a TikToker who streams himself sleeping, said he's earned $34,000 in a single month.Rawitz said that while it's unclear exactly how much these beauty influencers are personally earning through these live streams, hosting them has obvious benefits. They have the potential to earn money through products they sell, donations sent by viewers, and new fans who become regular consumers.In the words of one fan who commented on a post from Star: "You bring the beauty, I'll bring the debit card.""If they're devoting this much time to it, then it is likely profitable for them and likely, in the end, profitable for the brand," he said.That's not to mention how crucial TikTok Shop has been to the success of beauty labels in 2024 — especially when influencers promote their products.According to CreatorIQ, Jeffree Star has generated at least $686,298 in<a target="_blank" href="https://www.creatoriq.com/blog/earned-media-value-emv"> Earned Media Value (EMV)</a> for E.l.f. Cosmetics via TikTok this year so far. EMV is a metric used throughout the social media industry — and analyzed with proprietary technology at CreatorIQ —to help determine the value of any creator's social-media content about different brands. Ultimately, the benefit of these lengthy live streams seemingly exceeds profit.Creators who once needed expensive lighting rigs, scandal-proof scripts, and hours to edit YouTube videos can now casually hop on live streams without any of that. Better yet, they can also have employees host for them.Live events, especially those that last hours, aren't always recorded, so the chances of becoming embroiled in a scandal are arguably less likely.But maybe most importantly, beauty influencers no longer need audiences to worship them, watching every clip they post across every social media platform. Instead, they just need us to stick around long enough to make a purchase.

Beauty YouTube creators turned TikTok into QVC

Donald Trump is running for president for the third time. Here's the lowdown on his personal life, career, and politics.

<div type="image" title="Indians are getting fancy, and they don&amp;#39;t mind paying a little extra if it means quality and luxury. Most consumer brands are witnessing an uptick in their premium product segment" msid="115018213" hostid="261" caption="&amp;lt;p&amp;gt;Indians are getting fancy, and they don&amp;#39;t mind paying a little extra if it means quality and luxury. Most consumer brands are witnessing an uptick in their premium product segment&amp;lt;/p&amp;gt;"></div> It's time to move over from plain, vanilla budget basics! Indians are no longer looking for “best purchases and value buys under Rs 1,000”—at least not as much as before. <keyword id="19895063" type="General" weightage="20" keywordseo="india" source="keywords">India</keyword>'s getting fancy, and how! From gold-flaked chocolates to swanky SUVs that look like they’re wheeled straight out of a Bollywood blockbuster, Indian companies are rapidly jazzing up their product lines, even faster than you can say the word "premiumization." But what does this mean for Indian companies and consumers? What is this jazz about premiumization all about? Is it just urban India that’s riding this wave, or has rural India also joined the bandwagon? We decode for you. <h2>What's premium, really?</h2>Imagine you’re eating Pav Bhaji at a roadside thela. Later during the day, you decide to dine out at a fancy, upmarket cafe, only to find Pav Bhaji Fondue on the menu. Same same, but much more expensive—often 5 to 10 times higher—for a little more hygiene and some better ambience! Think of premium products as this fondue. They are a notch up your regular, daily-use products soaps or shampoos, and even cars, all packaged luxuriously, offering just about the right touch of quality. The main differentiator, though, would be the price range. <h2>Driving home premium wellness</h2>A recent report by Nielsen suggests that over 70% of urban Indians are okay with paying a premium for their products. And companies are cashing in on this sentiment like never before. This explains why 58% of new products launched so far this year have been in the premium+ segment, as opposed to just 38% of new launches in regular, traditional trade. Take cars, for instance. Indians are no longer vying for a good old <keyword id="19950117" type="General" weightage="20" keywordseo="maruti" source="keywords">Maruti</keyword> 800 or <keyword id="20400567" type="General" weightage="20" keywordseo="alto" source="keywords">Alto</keyword>, traditionally known for their healthy mileage, but are rather happy investing in more swanky features that come along with high-end cars. In October 2024, India’s largest car manufacturer, <keyword id="19909974" type="General" weightage="20" keywordseo="maruti-suzuki" source="keywords">Maruti Suzuki</keyword>, sold 65,948 units of its compact cars like Swift, WagonR, Dzire, and more. Compared to the year-ago period, which saw sales of 80,662 units, this was an 18% dip. But take a look at their SUV (sport utility vehicle) sales for the same period. Cars like Brezza, Ertiga, and Grand Vitara sold about 70,644 units, a 19% uptick from the sales made in October 2023, i.e. 59,147 units. Simply put, when it comes to cars, Indians are saying the bigger, the better! The same is true for India's second biggest automobile manufacturer, Hyundai. Its SUV lineup made up a staggering 68.2% of the firm's total sales made for October 2024. What's more, SUV demand remained largely consistent across urban and rural markets. <h2>Consumers are inching up</h2>FMCG (fast-moving consumer goods) are also riding the premiumization wave, with Indians prioritizing their health and wellness and not bothered about dishing out a few extra bucks for the same! You’ll find no dearth of words like organic, vegan, gluten-free, and sugar-free, peppered generously over every product you’ll see today, be it soaps, juices, or more. No wonder then, sales from premium segments in 2024 make up around 27% of all FMCG sales and even contribute a massive 42% to the sector’s value growth in India. Nielsen report further adds that luxury brands that position themselves at twice the price of their category’s average are even witnessing stellar growth. In fact, for most FMCG brands like Tata Consumer Products, <keyword id="20002610" type="General" weightage="20" keywordseo="hindustan-unilever" source="keywords">Hindustan Unilever</keyword> (HUL), Dabur, and Nestle, it is this premium segment that is growing much faster than their regular ones. And it's not just about daily-use products; Indians are also taking their celebrations a step over. Spirits manufacturer <keyword id="20125704" type="General" weightage="20" keywordseo="radico-khaitan" source="keywords">Radico Khaitan</keyword> highlighted that for the first half of 2024, their prestige &amp; above segment made for 88.4% of its net sales value. In the same period, the regular popular segment accounted for just 9.1% of their net sales. From Hindustan Unilever, which saw its premium products grow 30% over the last quarter, to <keyword id="20521971" type="General" weightage="20" keywordseo="kingfisher" source="keywords">Kingfisher</keyword> beer's parent company, <keyword id="20124009" type="General" weightage="20" keywordseo="united-breweries" source="keywords">United Breweries</keyword>, whose premium product sales volume jumped by 27% during the quarter as opposed to just a 5% rise in overall volumes, everyone is seemingly taking their lifestyle a notch above. Per the Nielsen report, in 2024, a typical global consumer spends about $13.7k per year. This is set to grow by around 2.4% to $14k as early as next year. Even a report by Goldman Sachs also highlighted a similar trend, noting that India’s affluent class, or those earning over $10,000 (Rs 8,42,694.97), is set to reach 100 million in the next 3 years. And where will this consumer spend? On premium products! <h2>Online shopping shifts from mass to class</h2>Amazon’s Great Indian Shopping Festival, which was live between September 27 and October 29 this year, saw 140 crore customers, more than 85% of whom came from non-metro Indian cities. On the site, there was a 400% spike in sales in premium sales across categories like watches, fragrances, handbags, jewelry, and more. Rival <keyword id="19896939" type="General" weightage="20" keywordseo="flipkart" source="keywords">Flipkart</keyword> noted a similar trend, recording 1.8x growth in premium beauty and personal care products during the first half of this year. <h2>Dialing in premiumness</h2>The Indian smartphone ecosystem has always been dominated by basic phones, or those entry- and mid-range phones that are priced between Rs 10,000 and Rs 6,000. But that has changed in recent times, with premium smartphones (i.e., those priced over Rs 60,000) registering 20%+ growth in 2024. During the first quarter of this year, sales of mass phones (priced between Rs 10,000 and 20,000) reached 44%, compared to 51% in the year-ago period. But it's all sunny and shiny in the mid-premium (priced between Rs 40,000 and Rs 60,000) and super-premium segments (priced above Rs 60,000). Sales growth has burgeoned by as much as 27% and 86% in these categories, respectively. As India continues its march toward becoming the world's third-largest economy by 2027, the premium party is just getting started. Industry experts predict that premium segments will grow faster than you can say "sustainable organic handcrafted artisanal batch of coffee." So the next time you see someone dropping serious rupees on a fancy bottle of black water that also somehow plays music and tracks their hydration (yes, that's a thing), remember: This is just the trailer. Picture abhi baaki hai, mere dost! Do you have a topic in mind you'd want a simpler explanation for, or insights or experiences to share on personal finance and more? Contact us at businessinsider@timesinternet.in.

Simply Put: From Dal to Dolce—India is loving its luxury life

<ul><li>Any information that you share with AI platforms like <keyword id="15681942" type="General" weightage="100" keywordseo="chatgpt" source="Orion">ChatGPT</keyword> is collected for business purposes. </li><li><keyword id="16647163" type="General" weightage="50" keywordseo="chatGPT-privacy" source="Orion">ChatGPT privacy</keyword> policy states that it may share your personal information with third parties when necessary. </li><li>Never share any sensitive personal information on an <keyword id="1974029" type="General" weightage="20" keywordseo="AI-platform" source="Orion">AI platform</keyword> like ChatGPT.</li></ul>When you ask ChatGPT about its <keyword id="6355135" type="General" weightage="80" keywordseo="privacy" source="Orion">privacy</keyword> policy, it says that ‘OpenAI collects personal information such as name, email address, and payment information when necessary for business purposes’. Yes, you read that right. A few days ago, a bug allowed ChatGPT users to see descriptions of conversations that other users were having with the system. The bug was later fixed and CEO Sam Altman apologized for it. This in essence was not a privacy breach, but was scary nevertheless. ChatGPT rival Bard also made shocking revelations that it was trained with user’s gmail data, though Google denied it. This brings us to the question — is my personal data safe with ChatGPT or other AI tools? <cmsannotation type="cmsannotation" annotationid="AI platforms can pose a threat to privacy" comment="subhead2" text="AI platforms can pose a threat to privacy">AI platforms can pose a threat to privacy</cmsannotation> When using AI tools, it is important that one knows about the privacy risks they pose. Mukesh Choudhary, founder and CEO of Cyberops, an information security organization, says that there are several ways AI platforms can be a threat to your privacy. First is user profiling, where by analyzing user behaviours, AI platforms can build a user profile that can then be used for targeted advertising or other purposes. Second is data sharing, where for a variety of purposes, including research or advertising, AI platforms may share user data with other businesses or organizations. The next is third-party access. Here, <keyword id="3582352" type="General" weightage="20" keywordseo="AI-systems" source="Orion">AI systems</keyword> might give access to user data to outside developers who could exploit it for their own reasons. And finally, there is the issue of data breach. AI platforms are not immune to data breaches, which might result in unauthorized individuals accessing user information. These breaches are possible as a result of flaws in the platform's security procedures, such as weak passwords or unencrypted user data. “ChatGPT goes and reads everything on the Internet. But it has got no consent from us. And they could be selling off this data,” says Ritesh Bhatia, V4WEB Cybersecurity, a cybercrime investigations and digital forensics firm. <cmsannotation type="cmsannotation" annotationid="What the law says" comment="subhead2" text="What the law says">What the law says</cmsannotation> In India, even presently, we do have a law regarding protection of sensitive personal information. The classification has been made u/s 43A of the Information Technology Act. “Under section 43A any organization is under a responsibility to protect personal information shared with the organization and follow due diligence or reasonable security practices for protection of the data. If there is a data leak or breach in security, that organization is liable to compensate the victim. However, if the victim has shared the personal data willingly as per the privacy policy of the body corporate and given consent for sharing such data, then that person does not have any right against the organization when the data is shared with the third party,” says Vaishali Bhagwat, Advocate, a practicing civil and cyber lawyer. ChatGPT does not fall under the purview of this law as they have a privacy policy which says that ‘OpenAI protects personal information using reasonable security measures and only shares it with third parties when necessary,’ as mentioned in their privacy policy, So, if one is sharing any data with ChatGPT, it can be used elsewhere. And it will not be against the law. <cmsannotation type="cmsannotation" annotationid="Your privacy is your responsibility" comment="subhead2" text="Your privacy is your responsibility">Your privacy is your responsibility</cmsannotation> So, when using such AI platforms there are certain things one should keep in mind. “First, since the platform reviews the conversations, the chats are not private. Information associated with your account, including your name, contact information, account credentials, payment card information, and transaction history are collected. Personal information that is included in the input, file uploads, or feedback that you provide to the services are collected and may be shared with third party services,” says Choudhary. “Just remember that whatever you are putting over there is getting recorded. Any employee should never share any sensitive information about their company out there,” says Bhatia. So, if you have a specific role to accomplish and that involves sensitive data, do not copy-paste it on an AI platform like ChatGPT. Also, don't share sensitive information like mobile number, address, Aadhaar card number etc on any AI platform. Avoid any “optional” information, like a middle name or phone number‍. As newer technologies permeate our lives, the lines of privacy are getting increasingly blurred. It is better to be safe than sorry. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/stock-market/news/the-alpha-creators-bank-and-it-stocks-outperform-nifty50-in-the-last-11-years/articleshow/99114789.cms">The Alpha Creators: Bank and IT stocks outperform Nifty50 in the last 11 years</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/personal-finance/news/microfinance-lending-shows-strong-growth-in-2022-nbfc-mfis-dominate-the-market/articleshow/99112629.cms">Microfinance lending shows strong growth in 2022, NBFC MFIs dominate the market</a>

Data you share with ChatGPT is not private: So be careful with what you reveal

<ul><li>Kicked off on May 4, <keyword id="6511646" type="General" weightage="20" keywordseo="amazon-summer-sale" source="Orion">Amazon Summer Sale</keyword> is currently live.</li><li>The sale has come up with plenty of discounts across categories to make your purchase worthwhile.</li><li>Here are the best deals on beauty, grooming and personal care products.</li></ul>The Amazon <keyword id="1819506" type="General" weightage="20" keywordseo="summer-sale" source="Orion">Summer Sale</keyword> is live and some great deals are already running out of stock. While the e-commerce platform is offering deals across categories, we have shortlisted some of the best ones in the makeup, wellness and grooming products. If you are looking to buy some makeup, skincare and personal grooming products, you might get a chance to stock up on your supplies at a lower price. Apart from discounts running on products, Amazon is also offering cashback on first purchase, free delivery on first purchase, no-cost EMI options and exchange offers. Below listed are the top deals from the sale- Caresmith Bloom Scalp Massager <a href="https://www.amazon.in/Caresmith-Massager-Silicone-Bristles-Shampoo/dp/B09JP5B17X?ref=dlx_27003_gd_dcl_img_2_5463c0f0_dt_mese8_d5"><cmsannotation type="cmsannotation" annotationid="B09JP5B17X" comment="amazoncard" text="B09JP5B17X">B09JP5B17X</cmsannotation></a> Available at a discount of 70%, this scalp massager from Caresmith is currently available at ₹329. It has soft bristles and ensures an easy grip for comfortable usage. It deeply cleanses and is gentle on the scalp. Suitable for everyone, it has a lightweight and portable design. Nova NHT 1073 USB Rechargeable Hair Clipper <a href="https://www.amazon.in/Nova-NHT-1073-Cordless-Trimmer/dp/B07JM1PJ3H/ref=lp_16978243031_1_8?th=1"><cmsannotation type="cmsannotation" annotationid="B07JM1PJ3H" comment="amazoncard" text="B07JM1PJ3H">B07JM1PJ3H</cmsannotation></a> Ergonomically designed, this hair clipper from Nova is available at a discounted price of ₹549 during the sale. It features a USB cable to ensure easy charging. Blades made of stainless steel material, it features 5 length settings. Also, it is easy to clean and maintain. Vega Silky Soft 2-in-1 Epilator &amp; Shaver <a href="https://www.amazon.in/Vega-Silky-Epilator-Shaver-VHES-02/dp/B07HMG1YQM?ref=dlx_27003_gd_dcl_tlt_26_b94b1166_dt_mese8_d5"><cmsannotation type="cmsannotation" annotationid="B07HMG1YQM" comment="amazoncard" text="B07HMG1YQM">B07HMG1YQM</cmsannotation></a> Originally priced at ₹2,999, this product is now available at a discounted price of ₹1,709. Suitable for dry and wet use, this shaver is easy to use. It requires 8 hours of charging time to provide 35 minutes of usage. Also, it comes with two detachable heads-epilator and shaver. Maybelline New York Hyper curl Mascara Waterproof <a href="https://www.amazon.in/Maybelline-Hypercurl-Mascara-Waterproof-Black/dp/B0079Z0AMM/ref=sr_1_18?qid=1651737446&amp;s=beauty&amp;sr=1-18&amp;th=1"><cmsannotation type="cmsannotation" annotationid="B0079Z0AMM" comment="amazoncard" text="B0079Z0AMM">B0079Z0AMM</cmsannotation></a> You can now get this mascara from Maybelline at a discounted price of ₹259, which is 35% less than its MRP. It provides a curl of up to 36 hours and has a waterproof finish. The unique anti-clump applicator brush makes it convenient to use. RENEE Fab 3-in-1 Eyeshadow <a href="https://www.amazon.in/RENEE-Eyeshadow-Enriched-vitamin-4-5g/dp/B09D9PF3BP/ref=sr_1_9?qid=1651737777&amp;refinements=p_89%3ARENEE&amp;rnid=3837712031&amp;s=beauty&amp;sr=1-9"><cmsannotation type="cmsannotation" annotationid="B09D9PF3BP" comment="amazoncard" text="B09D9PF3BP">B09D9PF3BP</cmsannotation></a> Renee is offering a discount of up to 30% on this 3-in-1 eyeshadow stick. Currently available at ₹525, you get to save ₹225 on this product. It gives a matte finish and has a creamy and soft texture. Its lightweight design makes it easy to use and carry. Swiss Beauty Makeup Fixer <a href="https://www.amazon.in/Swiss-Beauty-Makeup-Fixer-50/dp/B07SR3WV5N/ref=sr_1_7?qid=1651737446&amp;s=beauty&amp;smid=A15APWRK6P7LBV&amp;sr=1-7"><cmsannotation type="cmsannotation" annotationid="B07SR3WV5N" comment="amazoncard" text="B07SR3WV5N">B07SR3WV5N</cmsannotation></a> If you are looking to buy a makeup fixer from Swiss Beauty, this might be the right time. Available at a 25% discount, this makeup fixer is available at ₹187. Enriched with the goodness of aloe vera and vitamin E, it refreshes and provides hydration to the skin. It gives a long-lasting stay to your makeup. Also, it has a compact design that makes it convenient to carry. Dove Daily Shine Shampoo <a href="https://www.amazon.in/Dove-Daily-Shine-Shampoo-650ml/dp/B07HB4FKZS/ref=sr_1_44?qid=1651738533&amp;s=beauty&amp;sr=1-44"><cmsannotation type="cmsannotation" annotationid="B07HB4FKZS" comment="amazoncard" text="B07HB4FKZS">B07HB4FKZS</cmsannotation></a> Price dropped to ₹360 from ₹675, this shampoo from Dove provides nourishment and protection to the hair. Its gentle formula makes it suitable for everyday use. It can be a good option to use as it helps restore the shine of the hair. WOW Skin Science Onion Hair Oil <a href="https://www.amazon.in/WOW-Onion-Black-Seed-Hair/dp/B07NDR2J4K/ref=lp_15426045031_1_10?smid=A2WK4OB3ROODF0&amp;th=1"><cmsannotation type="cmsannotation" annotationid="B07NDR2J4K" comment="amazoncard" text="B07NDR2J4K">B07NDR2J4K</cmsannotation></a> Available at a discount of 40%, you can get this hair oil from WOW at ₹359 only. It helps control hair fall and promotes hair growth. It quickly absorbs into the scalp and gives a non-sticky and non-greasy finish. Suitable for all hair types, it makes the hair stronger. NIVEA Deodorant Roll On <a href="https://www.amazon.in/Nivea-Pearl-Beauty-Roll-50ml/dp/B006LXDVTM/ref=sr_1_21?qid=1651738293&amp;s=beauty&amp;sr=1-21&amp;th=1"><cmsannotation type="cmsannotation" annotationid="B006LXDVTM" comment="amazoncard" text="B006LXDVTM">B006LXDVTM</cmsannotation></a> If you are looking for a handy product that prevents sweat and gives a soothing fragrance, this roll-on might be the option for you. Available at a discounted price of ₹132, you get to save ₹67 on this. Suitable for all skin types, it keeps you fresh all day with its long-lasting fragrance. Also, it provides even skin tone. WOW Skin Science Aloe Vera Gel <a href="https://www.amazon.in/WOW-Aloe-Multipurpose-Beauty-130ml/dp/B078Z9JWRW/ref=sr_1_15?qid=1651738293&amp;s=beauty&amp;sr=1-15&amp;th=1"><cmsannotation type="cmsannotation" annotationid="B078Z9JWRW" comment="amazoncard" text="B078Z9JWRW">B078Z9JWRW</cmsannotation></a> You can get this aloe vera gel from WOW at a discounted price of ₹199 during the sale. It keeps the skin and hair nourished, prevents dryness, helps in healing and offers various other benefits. You save ₹100 on this product during the sale. DISCLAIMER: The Insider Picks team writes about stuff we think you'll like. Business Insider has affiliate partnerships, so we get a share of the revenue from your purchase. SEE ALSO: <a href="https://www.businessinsider.in/tech/news/here-are-all-the-best-deals-on-amazon-summer-sale-2022/articleshow/91320773.cms">Here are all the best deals on Amazon Summer Sale 2022</a> <a href="https://www.businessinsider.in/news/amazon-summer-sale-best-deals-and-discounts-on-apparel/articleshow/91264455.cms">Amazon Summer Sale: Best deals and discounts on apparel</a> <a href="https://www.businessinsider.in/tech/news/best-furniture-deals-on-amazon-summer-sale-sofas-recliners-bean-bags-and-more/articleshow/91336896.cms">Best furniture deals on Amazon Summer Sale — sofas, recliners, bean bags and more</a>

Amazon Summer Sale: Top deals on makeup, grooming and personal care products

The internet has revolutionised our lives, offering convenience and connectivity at our fingertips. With the rapid adoption of digital payments in India, fraudsters have evolved their tactics, devising new scams to exploit the growing user base. Several <keyword id="20182215" type="General" weightage="20" keywordseo="online-scams" source="keywords">online scams</keyword> have been reported in India over the past few months, from the standard UPI refund scams to unbelievable scams such as the digital arrest scams. Here's a look at some prevalent online scams and how to protect yourself: <h2><keyword id="23629952" type="General" weightage="20" keywordseo="UPI-refund-scam" source="keywords">UPI refund scam</keyword></h2>UPI refund scam is one of the most common online scams these days. It involves a person sending the victim money and then claiming that it was accidentally sent. The scammer then asks the victim to refund the money, often using excuses such as emergency hospitalisations or other important expenses. If the victim refunds the money, the scammer then contacts their bank and reverses the initial transaction, resulting in the victim losing money. How to protect yourself from UPI refund scams: <ul><li>Do not resend the money if someone claims they have “accidentally” sent you money.</li><li>If you receive money from an unknown source, contact your bank immediately.</li><li>If someone says they have sent you money, ask them to contact their bank to get a refund.</li></ul><h2><keyword id="19939895" type="General" weightage="20" keywordseo="phishing-scams" source="keywords">Phishing scams</keyword></h2>Phishing scams have been around for a long time, but they have become more sophisticated in the digital age. Fraudsters often impersonate reputable companies, sending fake emails, messages, or even websites that look almost identical to the real ones. These messages typically contain a sense of urgency—such as a warning that your account is about to be blocked or that you've won a prize. Once you click on the link, you’re directed to a fake site that prompts you to enter your personal information, including login credentials and payment details. This data is then used to steal money or compromise your identity. How to protect yourself from phishing scams: <ul><li>Be sceptical of unexpected messages or emails, even if they seem to come from trusted sources.</li><li>Check the URLs of websites carefully. Scammers often use misspelt URLs that are designed to look legitimate.</li><li>Never share your personal or financial information without verifying the authenticity of the request.</li></ul><h2><keyword id="23629953" type="General" weightage="20" keywordseo="SIM-swap-scam" source="keywords">SIM Swap scam</keyword></h2>As the name suggests, a SIM swap scam basically involves the scammer getting access to your SIM, either with the help of someone at the mobile service provider or through other means. The scammer often convinces the network provider to activate a SIM card they possess, gaining control of the victim’s phone number. This allows the scammer to gain access to all calls and text messages that the victim may receive, which is important in this day and age where all accounts are linked to your phone number. Once the scammer gets access to the victim’s phone number, they use it to gain access to their bank account and steal money. How to protect yourself from SIM swap scam: <ul><li>If your SIM stops working, immediately inform the telecom operator.</li><li>Make use of a SIM lock, which prevents your SIM from being used on another smartphone without entering a password.</li><li>Avoid sharing personal information online, especially things which can make it easier to crack your passwords.</li><li>Keep track of your accounts and report any unauthorised transactions.</li></ul><h2><keyword id="20415709" type="General" weightage="20" keywordseo="online-shopping-scams" source="keywords">Online Shopping Scams</keyword></h2>Beware of fake online stores offering unbelievable deals. These websites might steal your payment information or deliver counterfeit or non-existent products. These websites often advertise unbelievable deals to lure in unsuspecting customers, either with the intention of stealing their data or selling substandard products. How to stay safe: <ul><li>Shop from reputable websites. Look for customer reviews and secure payment gateways.</li><li>Be cautious of prices that seem too good to be true.</li><li>Use a credit card for online purchases. It offers better fraud protection than a debit card.</li></ul><h2>The "Digital Arrest" scam</h2>In this chilling scam, fraudsters impersonate law enforcement officials. They may claim you're involved in illegal activities and threaten you with a "digital arrest" or legal action. To avoid this, they'll demand payment or personal information. Victims are often coerced into making payments via UPI or other digital means. The sense of urgency and fear of legal consequences often compels people to act without verifying the legitimacy of the claim. How to avoid: <ul><li>Know your rights: Law enforcement agencies will never demand payment or personal information over the phone or online. </li><li>Verify identities: If you receive such a call, hang up and directly contact the relevant authorities to verify the claim.</li></ul><h2><keyword id="23629954" type="General" weightage="20" keywordseo="KYC-scam" source="keywords">KYC scam</keyword></h2>With the increased demand for KYC (know your customer) updates across digital platforms, fraudsters are taking advantage by posing as bank or telecom representatives. They often claim that your account will be blocked if you don’t update your KYC details immediately. Victims are then asked to share their Aadhaar number, PAN, or other personal details via a fraudulent link or over a call. In some cases, they also ask users to complete the process through UPI apps, stealing money from their accounts during the process. How to avoid it: <ul><li>Banks and financial institutions never ask for personal details over a call, message, or link.</li><li>Always update KYC details through official channels, like the bank’s app or website.</li><li>If you receive a suspicious KYC request, report it to your bank’s customer service immediately.</li></ul>SEE ALSO: <a href="https://www.businessinsider.in/stock-market/news/waaree-energies-to-afcons-infrastructure-ipos-to-look-out-for-this-week/articleshow/114421377.cms">Waaree Energies to Afcons Infrastructure, IPOs to look out for this week</a> <a href="https://www.businessinsider.in/personal-finance/news/best-credit-cards-for-online-shopping-in-india/articleshow/114354358.cms">Best credit cards for online shopping this festive season</a> <a href="https://www.businessinsider.in/stock-market/news/bigger-they-are-harder-they-fall-a-look-at-how-the-countrys-biggest-ipos-have-fared/articleshow/114307997.cms">Bigger they are, harder they fall – A look at how the country’s biggest IPOs have fared</a>

UPI refund to digital arrest scam, here are some online scams you need to be aware of

<ul><li>In the last few years, Indian skincare start-ups and conglomerates have been focusing on ‘Clean Beauty.’</li><li>Plum was one of the first boot-strapped home-grown start-ups to bring veganism to the beauty and skincare industry in India.</li><li>As the focus on sustainability, clean beauty and veganism increases in our country, we speak to Shankar Prasad, CEO and Founder at Plum about upcoming trends in the skincare and beauty industry, and Plum’s goals for 2022 in India.</li></ul>The ‘clean beauty’ and skincare industry has seen the entry of several new brands. Mamaearth, Taavi, Wow Skin Sciences, Clovia Botaniqa and Lotus Botanicals. One of the first start-ups to bring veganism to the beauty industry in India was Plum. Launched in 2014, boot-strap start-up Plum caught consumers’ attention for its Kajal in a year and last year, the D2C brand launched its first Exclusive Brand Outlet (EBO) in Mumbai. It now reaches over 225 towns and cities in India through 850+ assisted outlets and over 10,000 unassisted outlets. The new-age beauty brand has been focusing on bolstering its product portfolio and brand expansion in India and across US, Middle East and South Asia. It recently launched bath and body products and added new products to its skincare line. Based on this new portfolio and existing product range, the brand is aiming to achieve Rs 300 crore annualised revenue run rate by the first quarter of FY23. A lot of the brand’s growth has come from word-of-mouth and Performance Marketing. However, now after onboarding Mithila Palkar as its first brand ambassador, the brand will start focusing on traditional B2C marketing. Advertising and marketing get about 30-45% of its annual revenue share, which was Rs 225 crore-plus in December 2021, with digital continuing to take the bigger chunk of the pie. In recent times, consumers have started looking for clean-beauty products that are made using natural products and brands that make a case for sustainability, whose growth is further fuelled by Direct-to-Consumer channels. Globally, as per Brandessense Market Research, the Clean beauty market was estimated to be $5439.6 Million in 2020 and is expected to reach $ 11558.5 Million in 2027, growing at a CAGR of 12.07% from 2020 to 2027. And in India, as per a Statista report, the Natural Cosmetics segment amounts to US$853.9m in 2022. The market is expected to grow annually by 2.90% (CAGR 2022-2026). As Plum further drives the vegan movement in the beauty segment in India, we speak to Shankar Prasad, CEO and Founder at Plum about upcoming trends in the skincare and beauty industry, and Plum’s goals for 2022. Excerpts: Q. From performance marketing to B2C communication, how has your marketing strategy changed over the years? Initially, like all brands, we also started with performance marketing. We only bothered about how much we were selling through the ads that we were running and the communication was completely product-focused. Then, as we evolved, we looked at influencer marketing, launch marketing, launch events, social media marketing, creating a buzz around the brand with fresh new ideas and content marketing. Now, a very important piece is also being added, which is community. I think Plum is one of those few brands which stands for something more than just a product to people, it's almost a way of thinking about being good as a philosophy. And we want to leverage that to build a community of like-minded people who are here not just for the deals, offers and products but also are united by a certain view of life. That’d be one of our focus areas this year. Q. What does your media plan look like now? How has your marketing budget changed this year? As a percentage of revenue, marketing spend varies anywhere between 30% to 45% of the overall revenue. While that percentage stays constant, as we continue to grow and scale the absolute number being spent on marketing is going up. There, we are finding a new mix to deploy the budget. Traditional media will get included now as part of our plan, as early as this quarter or early next quarter. But we continue to be overweighted on digital media because the majority of our sales is still online and a majority of our customers are also online. Also, the measurability of it is very attractive. Therefore, we will continue to focus on digital media first, and then non-traditional media. Slowly, as distribution expands further, we will start looking at more traditional media. Q. You were one of the first platforms to bring veganism to the beauty industry. How important do you think veganism is to consumers of today? The popularity of veganism has picked up in the last decade and a half. To us, veganism is an interesting subset of our overall philosophy. When we go out and ask people, ‘What do you think Plum is about?’ The answer is almost unanimously that it stands for real goodness. And veganism is a subset and I feel people make a lot of hue and cry about it. In my understanding, veganism is a simple philosophy where you can get by without interfering with other living beings. That to me is the most simplistic view of veganism. And when it comes to beauty, for example, what you will realise is that compared to foods where it's more difficult to let go of dairy or eggs or meat, in the case of beauty, it is relatively easy to do so. Therefore, I am not saying being vegan as a skincare brand is a technical challenge. It's more sort of a philosophy, a way of life, that is a subset of our overall message of Be Good as a brand. And along with that, veganism, particularly in beauty is a no-brainer to be following. And because vegan formulations are modern formulations, by default, they end up being clean, which is avoiding some ingredients that are not completely safety clear, or where there are doubts about. So, in effect vegan also becomes a proxy for clean in many ways. Q. Has the trend caught on in Tier II and III markets? It is very popular in Tier II and III. I was surprised at some of the numbers. The top six metros or cities account for less than 30% of our overall sales. I would have expected that number to be closer to 50. The remaining 70% is a very, very long tail of cities and towns. So there is no particular concentration in any of these geographies. If any, the skew is very profoundly towards the smaller cities and towns. Most of the early adopters tend to come from large cities. But I also noticed that even five-six years ago we were getting orders from places where none of the couriers are available. So to service them, we used to speed post it to them. Now, of course, we have courier services to most cities and towns. Q. Are more brands taking the cruelty-free movement seriously? Today, by sheer market pressures that have come on brands, most brands are cruelty-free. Also, from a regulatory perspective, it has become mandatory to be cruelty-free. So by definition, almost everybody in the market uses cruelty-free products. Having said so, vegan is still a subset of the market. I think about less than 10% of the market today talks about being vegan or care about being vegan. But the good news is that the remaining 90% of people who may or may not care about veganism, understand that it is a good thing. So, overall, it's a good place to be. And one can only see the concern for clean beauty or any form of conscious beauty, growing. It is only going up and that is a definite trend that we’ve seen. Q. What kind of changes are you bringing about to make your business more eco-friendly? Sustainability is sort of baked into our core values. So to begin with, 1% of every sale goes towards wildlife protection. As habitat shrinks, and as we continue to develop as a nation somewhere, I think it's important for us to understand that we are also willy-nilly destroying the biodiversity that has naturally existed, which sustains a lot more species than we can imagine. Second is your recycling program. We are, in fact, the first brand in India to have started a online recycling program, wherein we pick up empties for free and for every bottle empty bottle that you send us, we'll give you shopping credits. The program has been quite successful. The third thing is minimizing the use of packaging; where we don't need a mono carton, we don't put them on a carton, where we can do glass we do glass. See, plastic at the end of the day is a useful material, but one has to be careful with its use. One has to make sure that it is as recyclable as possible, enable that recycling and make it as circular an economy as possible. It's not possible to make it entirely so. But as a brand, we are doing everything we can to make it as sustainable as possible. Sustainability is a journey. It's not as if anybody can raise their hands and say I'm totally sustainable. At the end of the day, we all consume resources. It's really about how thoughtfully and how frugally you consume the resource, and how much you put back into what you're consuming. To that, end of this year, we not just want to do things ourselves, but involve our customers in this quest for sustainability. And the packaging task is ongoing. Until and unless you're able to completely get into recycled mode -- for every single piece of plastic that we use, we can't also say that we are being very sustainable. So that's another thing that's going to be done. Lastly, in terms of the shipping of our DTC orders, that consumes quite a lot of paper and a lot of cushioning material. So efforts are being done there so that we are able to reach order safely to people yet minimize the usage of resources. Q. Considering that your online recycling program has done well, do you think a brand's ecological footprint is a big decision-making factor for consumers today? What else are consumers expecting from brands of today? Sustainability in India is not that big on people's minds right now. It is there for a very small subset of people. But it's growing thankfully. Most people today are worried about what ingredients are we using and how proven are those ingredients. Simply saying it is natural is not cutting ice with a lot of people nowadays. So they need proof that it works and is safe. They need somebody trustworthy to come and tell them that this is good on your skin, and it does good things for you. So India is still on this journey toward ‘clean beauty.’ I think sustainability is the next horizon topic. Again, we are a little ahead of our time in talking about sustainability. But believe it or not, it's going to dawn on people sooner than later that it's in our own larger interest that we move towards sustainability. Government regulations, and evolving sort of landscape there is also going to have an impact on how brands and consumers look at sustainability but that to me is some time away. Q. What do your expansion plans look like? Are you planning to go deeper into the country since a majority of your revenue comes from Tier II and III towns? So we are currently in about 250-270 cities which we expanded from around 200 at the beginning of the year, so 50% growth there. Not only are we looking to expand this to 320 to 350 but more importantly, deepen our presence in these cities because in most of the cities, I'll probably have one or two outlets whereas the market can support many more. In terms of the number of outlets, we are present at close to 850 assisted points of sale and close to 10,000 unassisted points of sale, we want that number to increase to about 1200 assisted points of sales and about 15,000-20,000 unassisted points of sale sooner than later this year. EBOs, we have one operational and three under fitout. I think by December, we should be looking at at least 15 to 20 operational EBOs. So, there's a good flow of properties that we see and we're moving fast wherever we find a good fit with the brand or the demographic. Q. What are some of the trends that you're expecting to see in the beauty and skincare industry? Number one, the movement towards cleaner formulations. Number two, I think I'm expecting consolidation to pick up this year. It already started last year, it will pick up this year, where many more smaller brands will become part of larger agglomerations of brands. Also, from a consumer point of view, people will start gravitating towards more established and proven concepts rather than too much experimentation. I think 2020, as well as 2021, led to a lot of experimentation with people. But at least the top layers of the crowd that have been experimenting a lot, I'm expecting them to start a little bit more of consolidating around fewer brands and fewer concepts as opposed to wildly experimenting. And therefore that will further accelerate this process of consolidation. All the categories that we operate in, whether it is skin, makeup, hair, bath, and body, male grooming, all of them are going to see good growth prospects. Q. What is your larger vision for the brand? The larger vision is to be India's most loved, and globally recognized Clean beauty brand.

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