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According to the <a href="http://www.businessinsider.in/searchresult.cms?query=United+Nations&amp;sortorder=effectivedate">United Nations</a>, water use has grown at more than twice the rate of population increase in the last century. It is estimated that the demand for water will surpass the supply as early as 2025. These issues call for urgent attention. 
 
 With problems like unplanned urbanization and water scarcity, India’s overall Environmental Technologies market including goods and services is almost $15 billion. An Indian startup is looking to address the global market for environmental goods which is targeted to reach $1.9 trillion by 2020. 
 <keyword id="3412127" type="UNKNOWN" weightage="60" keywordseo="Thinkphi">Thinkphi</keyword>’s long term goal is to manufacture sustainably engineered products that intelligently conserve water, energy and waste. Its ‘Ulta Chaata’ has already become a much needed solution for cities. 
 
The company’s first product, is almost like a smart tree called 'Ulta Chaata', an inverted canopy looking structure provides potable water by capturing rain water during the monsoon and solar energy during the rest of the year. Each unit has the capability to harvest and filter up to 100,000 liters during the rainy season. 
 
With a maximum solar capacity of 1.5KW the product also includes an intelligent lighting system which provides various levels of programmable lighting options and a mobile charge unit, thereby making it a completely self-sustaining installation for the outdoors. Powered by a central operating system called the ‘phi-box’, the controls help the lighting run for 4 to 5 days on a single solar charge and can provide potable quality drinking water through its in-built filter. 
 
The operating system also monitors, captures data, and allows users to communicate with a cluster of units over the cloud. The company has also filed multiple global patents on design and utility which smartly converges <a href="http://www.businessinsider.in/searchresult.cms?query=water+harvesting&amp;sortorder=effectivedate">water harvesting</a> and <a href="http://www.businessinsider.in/searchresult.cms?query=renewable+energy&amp;sortorder=effectivedate">renewable energy</a>, ideal for smart cities, industries or large campuses. 
 
The company has made some early sales of its patented Rainwater and Solar harvesting product to key customers like <a href="http://www.businessinsider.in/searchresult.cms?query=Godrej+Interio&amp;sortorder=effectivedate">Godrej Interio</a> and Rustomjee. 
 
The startup uses a unique interactive process of <a href="http://www.businessinsider.in/searchresult.cms?query=product+development&amp;sortorder=effectivedate">product development</a> which is closely tied to its proprietary sustainability wheel. Its goal is to become the Earth’s most sustainable company. 
 
<a href="http://s3.favim.com/orig/140405/blue-cloud-illustration-rain-Favim.com-1611393.jpg">Image Source</a>

This startup is looking to harvest rain water and solar energy like never before

Indian choreographer Prabhu Deva gifted his parents a dream home in Mysore and it is quite warm and cosy. 
 
Prabhu Deva wanted to transform his home space and create a very unique look, which is comfortable, yet luxurious. 
 
The new look of the house is positive as it has bright colours and has a lot of space with swanky furniture and curtains. The furniture is of new style and the decor also has a south Indian touch. The kitchen is modular and quite spacious too. 
 The house has been transformed by <keyword id="6369697" type="COMPANY" weightage="20" keywordseo="Godrej">Godrej</keyword> Interio and has been designed as per Prabhu Deva’s requirements. They have curated it as per his parents’ comfort. 
 
Here have a look:

Prabhu Deva just gifted his parents a dream home. Here’s how it looks

As India and Indians prep up for an all decked-up festive season ahead, the businesses are also trying to make the most of this lucrative time of year. 
The online furniture marketplace, <a href="http://www.businessinsider.in/searchresult.cms?query=Pepperfry+">Pepperfry </a>has now extended its Last Mile Delivery (LMD) service to 400 cities across India, reported The Economic Times. 
 <keyword id="864887" type="UNKNOWN" weightage="20" keywordseo="Pepperfry">Pepperfry</keyword> founder and chief operating officer <keyword id="187955" type="PERSON" weightage="20" keywordseo="Ashish-Shah">Ashish Shah</keyword> made the announcement saying, "The eCommerce industry for the last few years witnessed a number of online players in the furniture and home decor space and as a part of core strategy we have extended LMD services to 400 cities across the country.” 
 Shah announced the company’s new initiative on the sidelines of AGM of <keyword id="65873" type="ORGANIZATION" weightage="20" keywordseo="Federation-of-Gujarat-Industries">Federation of Gujarat Industries</keyword> (FGI), where he was invited as the chief guest. 
 "We have more than 75,000 home and furniture products on our site and we will keep on increasing products," Shah said, adding that the company is now partnering with national and regional brands like <keyword id="6369697" type="COMPANY" weightage="20" keywordseo="Godrej">Godrej</keyword>, Interio and Styleps. 
 
"Online purchase of furniture is growing exponentially in India and is expected to leapfrog the offline market in the years to come," he added. 
Industry experts estimate that in an overall market of $30 billion, home décor products and furniture of worth $500 million have been bought online by the Indian consumers.

Know what Pepperfry is doing to make your Diwali shopping more convenient

<ul><li>Sonu Sood recently received UNDP’s Special Humanitarian Action Award.</li><li>He has emerged as a knight in shining armour and been applauded for his humanitarian work to send thousands of stranded migrants back home during the lockdown. </li><li>His rising affinity on social media has also helped him get popular in the brandverse. </li><li>We speak to experts to find out if the recognition from UNDP will finally help get Sonu Sood longer brand deals and bigger brands now. </li></ul>Sonu Sood, who plays an antagonist in most of his movies, is becoming India’s hero in real life. On September 30, he was honoured with the Special Humanitarian Action Award by the United Nations Development Programme for his selfless efforts to help people in challenging times. In the beginning of the lockdown, Sood and his team launched an initiative called #GharBhejoAbhiyaan that helped thousands of migrants who were longing to come back home. He later launched #<a href="https://twitter.com/PravasiRojgar?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1286322666580742144%7Ctwgr%5Eshare_3&amp;ref_url=https%3A%2F%2Fwww.socialsamosa.com%2F2020%2F08%2Fsonu-sood-campaigns-endorsements-through-the-lockdown%2F">PravasiRojgar</a> to help jobless migrants find a job and restore their livelihoods. He sent a few smartphones to students in Haryana who couldn’t afford online classes and helped students stranded across the globe return to the country safely. Soon, newspapers made special cartoons on him to celebrate the knight in shining armour and #Isupporttheherosonusood started trending on Twitter. It is for his philanthropic work that Sood is becoming popular even in the brandverse. Indian brands like Pepsi, Lay’s, Tata Tea Premium, Stayfree India, Edelweiss Tokio Life, Godrej Interio, WhiteHat Jr, ZEE5, to name a few, have approached him to help spread awareness on different social causes. Even in his brand work, Sood has spoken about the importance of wearing a mask, recognising everyday warriors around us, supporting local craftsmen, etc. Since he acted like a ‘Vighnaharta’ during the lockdown, Mangaldeep Agarbatti also approached him during the festival of Ganesh Chaturthi. Sonu Sood’s relief efforts for the migrants during the COVID-19 lockdown earned him praise from all quarters. He emerged a hero for his selfless, kind-hearted efforts for the community. It was due to his selfless image and uniqueness that brands started capitalizing on his growing popularity. Ergo, his brand value is also increasing subsequently. According to media reports, Sood is worth $17 million. However, it was only in early September that Acer signed a long-term deal with him. Sharing why the brand decided to on-board Sood, Sooraj Balakrishnan, Head-Marketing, Acer India said, “Apart from his exemplary work in cinemas where he is a well-renowned actor cutting across India, Sonu Sood has stood out in 2020 as an example of selfless service and humanitarian work that positively impacted and benefited thousands, if not lakhs of people in need during the pandemic. His contribution to empowering people echoes with Acer India’s brand mantra of empowering people through technology.” Balakrishnan agreed that Sood’s rising popularity is an indication that the consumers are looking for honest and real work now. He said, “People are looking for brands and public figures who have a purpose to make positive changes with honest and real work. Glamour alone will not sell and people like Sonu have really used his position for the good of people. I can vouch for his humbleness, genuine passion to help, and dedication to the cause during my interactions with him. Acer is proud to have him as our brand ambassador and we wish him more recognition for his work.” Apart from trust, caring, empathetic, relatability, and style, Kalyan Ram Challapalli, Chief Strategist and Founder, WolfzHowl Strategic Instigations, said one should also note his Bollywood-led personality attributes to evaluate him as a brand endorser. he is known for a good body (with muscles etc;), a sense of style (fashion) etc Challapalli said, “Brand Sonu Sood can also include attributes of health, fitness, style and fashion. In addition to this whether it is his “Arundhati” (Telugu – Tollywood Blockbuster) villain portrayal or other such south movies, he also has some traction in South Indian Movies and hence South of India as well (usually not a easy feat for a character artiste to achieve). Hence, Sonu Sood as brand ambassador represents trust, empathy, style, fitness and a pan-national appeal. But with the masses. Hence categories he can be used as a brand ambassador for are possibly: Agri-Fintech, Micro-Finance, Health Foods, Sports and Fitness Categories, Fashion category etc; But at a mass and masstige segments level.” Keeping these attributes in mind, Challapalli said that he can endorse brands in mass and masstige categories. “He can also represent “return to roots” desi culture brands across consumer segments. As a brand ambassador he can take “Ayurvedic or Indian natural products based health - Immunity” to both the higher economic strata consumers and the lower economic strata consumers. He can also be a good brand ambassador for democratisation of Insurance, or home loans, or even mutual funds to the masses and to ‘Bharat’,” said Challapalli. Sonu Sood’s social currency Harish Bijoor, Brand-Strategy expert and Founder, Harish Bijoor Consults Inc pointed out that the audience on social media is looking for real heroes now. Bijoor said, “Sonu Sood is the new hero. The new hero of a new generation that is driven more by social media accolades than traditional media praise. Social media seems to recognise the real star as opposed to the promoted star. This works for Sonu Sood. He and his image is pushed by an army of social media participants who chase the real as opposed to the made up.” Sood has 7.3 million followers on Instagram and 4.1 on Twitter. He became the talk of the town during the lockdown. As a result, his popularity on Google Search also peaked. The top searched topics included Sonu Sood Help, Sonu Sood Scholarship, <keyword id="10031923" type="PERSON" weightage="20" keywordseo="sonu-sood-helpline">Sonu Sood Helpline</keyword>, Sonu Sood hotel juhu, <keyword id="10031921" type="UNKNOWN" weightage="20" keywordseo="sonu-sood-net-worth">Sonu Sood net worth</keyword> 2020. <div type="image" title="sonu sood google trends" msid="78414547" hostid="261"></div> During the period of January to September 2020, Sood was the most searched term in Dadra and Nagar Haveli, Andhra Pradesh, Arunachal Pradesh, Jharkhand, Uttrakhand, Telegana respectively. <div type="image" title="india-map" msid="78414550" hostid="261"></div>(Values are calculated on a scale from 0 to 100, where 100 is the location with the most popularity as a fraction of total searches in that location, a value of 50 indicates a location which is half as popular.) Sood’s impact on brand’s social image How will getting someone like Sonu Sood, who is a humanitarian influence, help how people look at a brand? Archana Jain, Founder and MD, PR Pundit, said, “The COVID-19 pandemic has had a deep impact on consumers. Consumer attitudes are changing. New socio-economic behavioural patterns are being witnessed. Global discourse centered around purpose and ethics is taking centre stage and scoring high on relevance in an increasingly values-driven world. An association with Sonu Sood therefore helps brands raise their bar on trust and dependability. Brands are able to foster a meaningful connection with the informed and empowered consumers and attach themselves to the value proposition of humaneness (demonstrated by his philanthropic work).” On how brands are looking for rays of hope in unsung heroes, Jain added, “Universally, people seek heroes in times of distress. With the heightened interest around all-things COVID-19, many brands have been shining the spotlight on heroes who have contributed selflessly for the betterment of society. Some have singled out the unsung warriors and some acknowledged personalities. Sonu Sood will always be remembered as the knight in shining armour who came to save thousands in need in their bleak times.” N Chandramouli, CEO, TRA Research said, “When someone achieves popularity by the work done, a reputation builds around the person - which is transmitted beliefs about respect. This transmitted belief spreads as more many hear about the person, also driving the person to try and achieve greater heights. Brands are self-centered in their approach, and naturally do not take Sonu Sood as an ambassador because of their philanthropic nature, but instead so that his 'goodness' rubs on them too. He has already been seen as a 'messiah', and even non-migrant travel or food based requests come to him, sometimes for books for education or to help a poor farmer's family. Since he has been open and accessible to most such requests, he has become an icon for the poor and needy. This is suff is like a movie-story, and he, the hero who is a do-gooder for society. Brands may not use him in PR too directly, primarily because it will not be appropriate to be seen directly promoting a brand by talking about it. Instead, advertising is slightly more distanced from PR, and therefore his presence as a brand's ambassador, is something that will look more appropriate. PR, as we often say, is essentially a trust building tool, and for Sonu, he has already built all the trust by demonstrating firmness of action.” Will recognition from UNDP help get Sonu Sood more brand deals now? Chandramouli said that Sonu Sood will be now known internationally, which might help him get more brand recognition. He said, “With UNDP's award he joins an exclusive group of international actors in different UN awards who have contributed to society beyond their call of duty, and his name will become more global. He will also come in the consideration sets of international brands which are looking at India as one of their key markets. Being a household name in India, brands will be able to reach their consumers through his endorsements.” Challapalli said that Sonu Sood will get more brands now. However, he is more likely to be approached by massy brands than aspirational.

You Searched For "Godrej Interio" and got 4 results

This startup is looking to harvest rain water and solar energy like never before

Saikat Pyne

Prabhu Deva just gifted his parents a dream home. Here’s how it looks

Akanksha Jain

Know what Pepperfry is doing to make your Diwali shopping more convenient

BI India Bureau

As Sonu Sood wins a UNDP award, will we see a jump in his brand value?

Karuna Sharma

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