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When Nikita opened her gate that morning, she found an unexpected gift in front of her with a note that said "Dear Sister, Stay Fit Stay Strong” 
 She was surprised to see this unique <keyword id="6385850" type="UNKNOWN" weightage="100" keywordseo="Raksha-Bandhan">Raksha Bandhan</keyword> gift at her doorstep. AS it turns out, her brother, Karan had ditched the usual flowers or chocolate and instead had ordered a fruit basket from back2basics for his sister suffering from diabetes. 
 
With Raksha Bandhan being just around the corner, buying a gift for your sister can be quite a task and if you listen to us, why don’t you get your sister something healthy too? 
 
Infact, how about gifting good health to your sisters? Ditch the usual and opt for a fruit basket, or a crate of juice. Fret not, because a host of start-ups have come up with healthy gifting options to make your life easier. 
 
New age start-ups like <a href="http://www.businessinsider.in/searchresult.cms?query=urban+clap&amp;sortorder=effectivedate">UrbanClap</a>, <keyword id="2761063" type="UNKNOWN" weightage="100" keywordseo="Paperboat">Paperboat</keyword> and back2basics are making it possible for brothers to gift various health conscious <keyword id="6357763" type="UNKNOWN" weightage="100" keywordseo="gifts">gifts</keyword> to their sisters. 
 
Apart from fruit baskets and juices, luxurious at-home services like Gym or Yoga instructors or a session with dieticians are making it into the list of healthy gifting ideas. 
 
back2basics, a unique Bengaluru-based farm-to-fork company that supplies locally grown organic food with same-day-as-harvest doorstep delivery, has introduced such basket and juices on their platform on the occasion of Raksha Bandhan. 
 
Similarly, one can easily book a session with a gym or yoga instructor for their sisters through UrbanClap. Paperboat, on the other hand has launched some childhood flavours to connect the nostalgia, especially for this occasion. 
 
So what are you waiting for? Log on to these websites and get cracking. Afterall, there’s no better gift than the gift of health. 
 
Image credit: Indiatimes

This Raksha Bandhan, give
your sister the gift of health with the help of these startups

Indian <keyword id="34523" type="CITY" weightage="100" keywordseo="fmcg">FMCG</keyword> major Dabur is now extending its popular digestive brand Hajmola into the ready-to-drink beverage category as consumers are shifting to more functional drinks like Aampanna or Jaljeera from carbonated drinks. The new drink brand — christened Hajmola Yoodley — is set to be launched in six Indian flavours. 
 
 "Hajmola has a strong equity of chatpata taste. We are leveraging that same equity here for chatpata Indian ethnic drinks," <keyword id="6373748" type="CITY" weightage="100" keywordseo="Dabur-India">Dabur India</keyword> marketing head (foods) Sanjay Singal told TOI. At present, Dabur operates in the beverage category with its Real and Real Activ range of fruit juices and nectars. 
 
While the Rs 14,000-crore domestic soft drinks market — dominated by multinational companies such as <a href="http://www.businessinsider.in/Coca-Cola-To-Drop-Controversial-Chemical-From-Its-Drinks/articleshow/34726902.cms">Coke</a> and <keyword id="54572" type="CITY" weightage="100" keywordseo="PepsiCo">PepsiCo</keyword> — has started showing signs of slowing down, the organized market for ethnic flavoured beverages stands at around Rs 150 crore and is growing fast on a smaller base. The unorganized market for such drinks is larger and is estimated to be at least Rs 1,400 crore in size. However, industry experts say that ethnic beverages are very niche and are unlikely to become mainstream anytime soon. "<keyword id="6391475" type="CITY" weightage="100" keywordseo="Coca-Cola">Coca-Cola</keyword> used to have this digestive drink named Rimzim cola and it doesn't exist now. Local drinks such as Mangola had a cult following before it fizzled out. Mainstream drinks in India still mean flavours such as cola, mango, lemon and orange," Arvind Singhal, retail expert and founder of Technopak, told TNN. Even Parle's coffee-flavored drink Cafe Cuba has disappeared from retail shelves. 
 The new Hajmola Yoodley ready-to-drink beverage range is being launched across the country in a 250ml pack, priced at Rs 30. It will be available in six different variants — Awaara Aam Panna, Nimboora Shikanji, Go Goa Guava, Jhakaas Jaljeera, Golmaal Golgappa and Kabhi <keyword id="2968197" type="UNKNOWN" weightage="100" keywordseo="Kala-Kabhi-Khatta">Kala Kabhi Khatta</keyword>. 
 The other dominant player in the space, <keyword id="1107665" type="COMPANY" weightage="100" keywordseo="Hector-Beverages">Hector Beverages</keyword>, the maker of Paperboat brand of ethnic drinks, opened its second manufacturing plant in Mysore in March. It has currently been valued at around $100 million. Neeraj Kakkar, co-founder of Hector Beverages and a former Coca-Cola employee, said, "We are growing at a very fast pace but the challenge is distribution. We are working hard to work out the right distribution channels." 
 
Dabur, on the other hand, wants to be future-ready. Dabur India executive director (consumer care business) Krishan Kumar Chutani, said, "The first part of this initiative saw the launch of brand Hajmola in a liquid candy format last year and the introduction of Chocolate Chyawanprash, to name a few. We are now getting into the second and more aggressive part of the initiative." 
 
(Image credits: Indiatimes)

Dabur to launch health drink soon: Hajmola Yoodley

“We take APPbert <keyword id="77977" type="PERSON" weightage="20" keywordseo="Einstein">Einstein</keyword> very seriously. *stern face*”, that’s what news content start up <keyword id="2976225" type="UNKNOWN" weightage="20" keywordseo="Inshorts">Inshorts</keyword> tweeted to explain some serious bugs about some apps. Well, if that wasn’t self explanatory enough, Veet taking the laughter game to another level should. The day Obama defeated <keyword id="6434613" type="PERSON" weightage="20" keywordseo="Bush">Bush</keyword> in the US presidential election in 2008, the hair removal <a href="http://www.businessinsider.in/Indian-start-ups-now-hiring-for-non-technical-roles/articleshow/50073782.cms">brand </a>published a punchy advertisement saying “Goodbye Bush’. Believe it or not, humour is going to take you a long way. That’s the trend to follow. Gone are the days when you took a full page in a leading newspaper and published an advertisement. In the digital age, the consumers have migrated to visually driven social media like Facebook, Twitter, <keyword id="819905" type="COMPANY" weightage="20" keywordseo="Instagram">Instagram</keyword>, <a href="http://www.businessinsider.in/Indian-start-ups-now-hiring-for-non-technical-roles/articleshow/50073782.cms">Tumblr </a>and Snapchat. While this is true that the attention span has gone down, but there are so many ways of engrossing the consumer today. 
 
Marketers have taken recourse in humour. Even <a href="http://www.businessinsider.in/Indian-start-ups-now-hiring-for-non-technical-roles/articleshow/50073782.cms">Old Spice</a>, much famed for the vintage men’s grooming products are adding fresh laughter to their campaigns. They are simply going over the top to appeal to the millennial instead of our dads. 
 At Cannes, <keyword id="33542" type="COMPANY" weightage="20" keywordseo="Burger-King">Burger King</keyword> had won Grand Prix for Media because unlike many others they had the audacity to introduce <keyword id="3021214" type="UNKNOWN" weightage="20" keywordseo="McWhopper">McWhopper</keyword> and write an open letter to rival <keyword id="14775" type="CITY" weightage="20" keywordseo="McDonalds">McDonalds</keyword> mentioning about the combination of big Mac and Whopper. 
 
With images and videos grabbing eyeballs on social media like nothing else, there are still a lot of experiments to be done. <keyword id="2494939" type="UNKNOWN" weightage="20" keywordseo="Azhar-Iqubal">Azhar Iqubal</keyword>, CEO and co-founder, Inshorts was quick to comment, “…we try to keep things punny. Right from our name to even our app updates, we try to sprinkle a tad bit of punnery in our communication with our users … we also make sure to not take it overboard.” 
 
One thing to keep in mind, never interpret sense of humours as bloopers or just puns. It’s also your own gut to laugh at yourself. Sense of humour isn’t just laughing hard, it’s also smiling to yourself silently. Think of Paperboat. The kind of campaigns they create has nothing to do with the juices they produce. Still those nostalgia laden train journeys, rainy evenings, and sunny winter afternoons would surely make you smile. 
 
"The <a href="http://www.businessinsider.in/Indian-start-ups-now-hiring-for-non-technical-roles/articleshow/50073782.cms">element of humour</a> has always been a key ingredient for any brand as it transcends the target group, age and gender divide,” said <keyword id="3648158" type="UNKNOWN" weightage="20" keywordseo="pawan-hora">Pawan Hora</keyword>, of a leading media consultancy firm. “It was not utilised to its core in the yesteryears with an exception being the 'Roshni deta bajaj' or 'ECE bulb jingle' but in today's scenario every brand, especially the start ups have realised its true potential and are using it as very potent tools to reach out to the end audience. It also has to do with the fact that today's generation uses a lot more humour in their daily lingo and a casual chit chat or a colloquial terminology has more chances of creating ripples in the mind set of an average consumer.” 
 
Also, amidst the clutter of so many brands, if played well, humour can make you stand out. A brilliant <a href="http://www.businessinsider.in/Indian-start-ups-now-hiring-for-non-technical-roles/articleshow/50073782.cms">case study</a> could be <keyword id="6354742" type="COMPANY" weightage="20" keywordseo="Flipkart">Flipkart</keyword>. They created a lot of media buzz a few years back with getting kids to act as adults, exhibiting various story boards of human life and weaving the element of e-commerce in it that tickle the funny bone for almost anyone who saw these advertisements. 
 It registered well with the audience and got the creative agencies a lot of appreciation as well. Now, when the company is going through tough times viz-a-viz heightened competition from players like <keyword id="18635" type="CITY" weightage="20" keywordseo="Amazon">Amazon</keyword> and a depleting loyalty base, they have again gone back to the tried and tested formula of humour with a few different story boards and kids acting as adults. The rise of web based content platforms like TVF and <keyword id="1875393" type="UNKNOWN" weightage="20" keywordseo="AIB">AIB</keyword> and the kind of brand associations they draw also bear testimony to the fact. “Humour was, is and will be the best way to have that much needed recall value,” infers Hora.

​ How sense of humour is important to brand your start up?

The bygone 2015 was a year of both challenges and opportunities for <a href="http://www.businessinsider.in/searchresult.cms?query=startups">startups</a> - it posed a time of diminishing barriers to enter the marketplace and increase avenues for reaching and serving new potential customers than ever before, however, at the same time it also paved way for cut-throat competition. 
 
In an already crowded marketplace, setting your startup apart is therefore crucial to survival and success. 
 
However, <a href="http://www.businessinsider.in/searchresult.cms?query=branding">branding</a> in India still finds itself in the nascent stage, largely confined to visual identification and communication, despite several incidents proving its importance in the Indian market. It does not only help <keyword id="6362513" type="ORGANIZATION" weightage="20" keywordseo="Startups">startups</keyword> survive tough times, but also regain the trust of stakeholders afterwards. 
 
To understand what the best approach to a branding strategy for a startup could be, Business Insider got chatting with Mr Kuber Chopra - founder and CEO at Think Rasta – a company which is consulting leading brands and upcoming startups across categories to redefine their marketing and branding strategies. 
 
We took away 6 branding and marketing tips from him that every startup in India should follow for a bright future. Here’s what they are: 
 
- FOCUS SHOULD BE CONSUMER ORIENTED 
Most startups in the country are product or tech startups, where the founders and team are tech-oriented. What they tend to forget is that tech is merely an enabler and not the end goal in itself as opposed to a consumer oriented approach, which can guarantee a greater brand appreciation. 
 
- PRODUCT AND BRAND SHOULD GO HAND-IN-HAND 
Idea of brand today is very look and feel. It’s something that is made to latch on to the product. It’s must for startups to realize that branding is essential to one’s business objective. Young startups don’t understand this very well despite several case studies. Say for example, Paperboat, which is a great case study of how this company thought of brand right from the packaging. They are thinking product and brand hand-in-hand rather than separate entities. 
 
- ACTIVITIES TO BUILD EQUITY, GARNER SALES AND FOR IMMEDIATE GRATIFICATION 
Big companies know the importance for such activities, however, when Think Rasta works with startups, we break down their spends into three parts: Purpose spends (key-metrics for a young startup), equity spends (what to spend to build a brand’s equity over a period of time), and spends over experimenting (allocate a budget so that you can do activities on the brand just for fun, and hope that it works with your audience). Startups should not make the mistake of focusing on short term results, but focus on long term results and experimentation for better insight. 
 
- BUILD CONTENT OVER CAMPAIGNS 
The best thing is to do both, but considering the cash constraints with startups, campaigns can be an expensive deal and a wasteful method of reaching out to the TG. So the focus should be on creating customized content that is important for your consumer rather than merely talking about your brand. This is how your content will resonate with your audience. For eg, on your social media pages, do not focus on having 8 posts in a day around your brand, rather the idea should be to focus on the kind of content you create such that it is loved by your customers, even if you are making one post in a week! 
 
- STRATEGIC ALLIANCE: ASSOCIATE WITH AN ESTABLISHED ENTITY 
One of the most sought after strategy in furious markets, it is a mutually beneficial alliance between two brands to reach out to their TG in most fruitful and economical way. It is imperative, as startups do not have financial bandwidth to do it all. Also, alliances with another market player might fetch you the most desired credibility factor that a startup requires at the nascent stages. For example, Hokey Pokey was a parlour-based model in Mumbai. After Think Rasta worked with them, today they are present across 2,000 stores as majorly an <a href="http://www.businessinsider.in/searchresult.cms?query=FMCG">FMCG player</a>. What we did disruptively for them last year looking at their young target audience, Think Rasta tied up with NH7 and released a NH7 flavour as partnership marketing. We did it because NH7 is targeting exactly the same audience that Hokey Pokey is looking at. 
 
- BUILD TIGHT FRAMEWORK, BE DECISIVE ABOUT BUDGETS AND GET PROFESSIONAL ASSISTANCE 
Identify a TG that is not broad (that one person who likes your campaign or content every time) and work towards it. Startups also has resource crunch and they simply can’t do ‘everything’. Professional assistance might be required at the time of implementation as it will bring more thoughts and resources that could do it better on your behalf. You may continue to focus on your product development while they take up on the assigned job. Being clear on what you want, how you want and the timeframe you want it in will help you take decisions quicker and at the same time helo you stay within a framework. 
 
(Image credits: treprep.com)

You Searched For "Paperboat" and got 4 results

This Raksha Bandhan, give your sister the gift of health with the help of these startups

Poulomi Das

Dabur to launch health drink soon: Hajmola Yoodley

BI India Bureau

How sense of humour is important to brand your start up?

Suchayan Mandal

For every startup founder: How startups of today can become successful brands of tomorrow

Anushree Singh

Popular Keywords

Buying Guides

You Searched For "Paperboat" and got 4 results

This Raksha Bandhan, give your sister the gift of health with the help of these startups

Poulomi Das

Dabur to launch health drink soon: Hajmola Yoodley

BI India Bureau

​ How sense of humour is important to brand your start up?

Suchayan Mandal

For every startup founder: How startups of today can become successful brands of tomorrow

Anushree Singh

Popular Keywords

Buying Guides

How sense of humour is important to brand your start up?