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<ul><li><keyword id="168456" type="CITY" weightage="20" keywordseo="WPP">WPP</keyword> and <keyword id="1199021" type="ORGANIZATION" weightage="20" keywordseo="Kantar">Kantar</keyword> released the <keyword id="9955763" type="UNKNOWN" weightage="20" keywordseo="2020-brandz">2020 BrandZ</keyword> <keyword id="6889719" type="UNKNOWN" weightage="20" keywordseo="Top-75-Most-Valuable-Indian-Brands">Top 75 Most Valuable Indian Brands</keyword> ranking today.</li><li><keyword id="3636384" type="PERSON" weightage="20" keywordseo="Preeti-Reddy">Preeti Reddy</keyword>, CEO - South Asia, Insights Division, Kantar talks to us about some of the major highlights from the reports while telling us what brands need to do to future-proof themselves.</li><li>She also told us what will help brands become a more important part of their consumer's lives and some factors that have helped the top few brands grow in an otherwise difficult year.</li></ul>The 2020 BrandZ Top 75 Most Valuable Indian Brands ranking, released today by WPP and Kantar revealed that brands that were quick to adapt, were not scared to innovate and were agile were able to grow, despite adverse market conditions. <div type="image" title="Top 10 BrandZ" msid="78170413" hostid="261"></div> To understand some of the larger trends that ruled the markets, we spoke to Preeti Reddy, CEO - South Asia, Insights Division, Kantar. The report revealed that this year’s ranking was worth $216 billion in brand value which was a 6% dip over last year and was caused due to a slowdown in the brand value of companies in the banking and automotive sectors. However, despite this overall decline in brand value of the Top 75, 26 brands increased in value and five were new entrants. Speaking about the factors that could have possibly led to this increase in brand value, Reddy said, “The 26 brands that have gained value are largely in the food , retail, telecom and digital services and the pandemic actually helped these brands. Food was an obvious one but even in food retail saw good growth. These are brands that have adapted very well to the new reality. They have gone digital, created safe shopping environments but most importantly they have connected with consumers and satisfied the new consumer needs very well. For instance brands like Zomato, Airtel, Jio are among the top 10 brand. It’s a whole ecosystem that has come together to help consumers when they were at their most vulnerable. They have been creative, agile and innovative in how they catered to consumer needs.” It is also interesting to note that India’s top brands performed well against other countries where declines in total brand value were much greater. Explaining the reason for this, Reddy said, “The Indian brands that have gained have done that by improving on all pillars of equity. They have remained meaningful, have differentiated themselves, and have been salient. Global brands have acted more upon salience which means they’ve been around and visible but the efforts on meaningful differentiation have been lower in them than Indian brands.Also in India, all brands have headroom for growth because of factors like penetration levels. So the multiplier on anything that you do in India is always higher and if you do it right, you’re rewarded more.” Rural v/s urban Over the years, brands have realized the importance of the rural market which is slowly having more money in hand. This presents a huge opportunity for most brands, and most of them have realized that for them to succeed in India, they cannot be a metro-only brand. Elaborating on this, Reddy added, “For most brands, rural has been a growth driver. Last few years, rural growth had slowed down but its picking up again now, thanks to good monsoons and also because there is more money going into rural. Marketers have realized you can no longer remain metro-only. India’s rural and small town are a hub for workers because now with the migrant movement, people have gone back home. Data has shown us that by the end of this decade, the residence in thousands of small towns will actually mirror profiles and aspirations of their big city counterparts. So, rural can no longer be one more thing they’re doing. Marketers have realized that and are already acting upon it.” The role of communication Communication also took on a much larger role in the last few months and purpose, trust and sustainability became very important. Brands that were able to communicate with their consumers, telling them about their brand purpose, and taking a strong moral stand, stood out for consumers. “Consumers today want to know that a brand cares not only for its shareholders but other stakeholders like its consumers, the community and the environment. Brands that demonstrate that will find favor with today’s and tomorrow’s consumers. Consumers will prefer a brand that they feel has those attributes. They are also looking for brands that clearly say that they are a <keyword id="9955762" type="UNKNOWN" weightage="20" keywordseo="responsible-corporate-entity">responsible corporate entity</keyword>. Brands like <keyword id="6447142" type="COMPANY" weightage="20" keywordseo="Castrol">Castrol</keyword> which talks about environmental responsibility and Tata Salt and Tata Tea are all prime examples of brands that have taken a moral stand on various issues and have benefited from it,” shared Reddy. Meanwhile, brands that have shown a strong sense of responsibility towards its employees, like Maruti and the Tata’s have also been viewed very favorably by today’ consumers, added Reddy. When asked what are a few things that brands should definitely not do during adverse times, Reddy said that brands needed to ensure they did not stop communicating with their consumers. “We saw a lot of brands become completely silent during the lockdown. There could have been various reasons for that, there were supply chain disruptions, and certain brands perhaps did not fall under the essential category. However, it was the brands’ responsibility to tell consumers why they were silent. Bad communication is bad, but being completely silent isn’t good either. These brands will now find that it will take them some time to actually reconnect with consumers because they forget,” explained Reddy. The importance of investing on brand-building Over the years, we have come across many examples where we have seen brands that have actively invested on brand-building succeed. Reddy said that BrandZ has been able to demonstrate just this over the years. “What BrandZ year after year has demonstrated is that companies that invest in brand-building and see it as an investment rather than a cost actually reap the rewards and benefits because consumers reward them for it. They stay close to their consumers, continue to be meaningful and continue to be visible. They build equity with consumers which holds them in good stead when times are bad. Brand building is a continuous, constant effort, not something you should simplyswitch on and off,” she added. Lessons on future-proofing businesses The lockdown experience has been a good teacher and the lessons learnt during these past few months can help brands be better prepared for what lies in the future. So what are a few things that brands can do to future-proof their organizations? “During these past few months, we have seen marketing and the consumer playbook undergo a complete change. We’re unlearning and re-learning the principles of marketing because something like this had never hit us before and we still don’t know what else the future will bring. In such a scenario, the most important thing is agility. It’s the ability to do things fast and to seek opportunities that new environments and scenarios are throwing up and respond to those new consumer needs that will help a brand succeed,” said Reddy. On a brand that did this well during the pandemic, Reddy spoke about <keyword id="1824587" type="COMPANY" weightage="20" keywordseo="Wildcraft">Wildcraft</keyword>, which is a brand that was primarily known for its outdoor clothing, footwear and bags. However, looking at the opportunity that the lockdown brought with it, Wildcraft started manufacturing masks and has been increasing its production for the offering, and doing well. “Their core offering was backpacks and outdoor clothing. But since people weren’t going out, the brand would have been hit hard. However, they seized the opportunity. That’s the kind of agility you need. They also showed a lot of creativity and innovation in the way in which they responded to the crisis. Another brand that did well was Center Fresh. They came up with a campaign that asked people to stay fresh behind the mask. In today’s scenario it’s a real need and they’ve used the situation to their advantage and done it creatively, while keeping their messaging completely aligned to the brand. That’s the kind of agility that will be needed in the future.” Reddy also noted that the brands that were constantly in touch with their consumers and responded to their needs fast were the ones that gained.

Brands that demonstrate they care for consumers, communities and the environment will find favor with today’s and tomorrow’s consumers: Preeti Reddy, Kantar

New Delhi, July 15 (IANSlife) Brands across the world are innovating and reinventing themselves to not only cater to the new normal but also figure out new revenue streams in the tough economic scenario created by the pandemic. Which is you're seeing a surge in the variety masks available; everyone from top designers to fast fashion brands want to capitalise on the demand. Outdoor essentials and lifestyle brand Wildcraft, has pivoted it's business to life essentials. The brand has a two-decade history being "a born in India, by India and for India brand" establishing itself as a pioneer in the outdoor and tactical gear category. It now changes its focus from the outdoors to a new category - protective gear including masks, shields and hazmat suits, with the aim to equip and enable consumers to stay safe and step out with confidence. IANSlife caught up with Mr Gaurav Dublish and Mr Siddharth Sood, founders, Wildcraft India Pvt Ltd, to find out details. Read Excerpts: With the Covid-19 crisis the focus has shifted to sustainability, slow fashion and eco-consciousness. In this environment how does Wildcraft plan to limit its wastage and pollutants in manufacturing and packaging process? Dublish: Wildcraft India has the philosophy 'Leave No Trace' embedded into its DNA and has followed on this path for the past 22 years. As the company subscribed to the view that nature should not be tampered with, it has always been a big believer of reusability and has encouraged its consumers to use their products for as long as they last - which can be a lifetime. In the current context, we already are in the middle of a health and economic crisis and the next one will soon be an environmental crisis. Considering if all of us consume disposable masks every day and throw it out then this would become a huge burden on the environment, with red flags around garbage collection and increasing impact of the virus. In such a scenario a mask such as the one offered by our brand with 95 percent filtration levels is reusable for up to 30 days; this would facilitate in reducing environmental impact significantly. Pivoting the business to making masks / PPE/ HYPASHIELD is a financial decision in order to capitalise on the current demand. Comment Sood: Covid-19 has brought forth a new normal. This new world has compelled people to relook at their ways, their beliefs, and attitude. Wildcraft India is a brand that uses its passion as a fuel to propel itself to embrace the uncertain. Our foray into the PPE category was not a business pivoting decision but rather an extension of our tactical gear category. The brand's core philosophy has always been driven by functionality and performance. It is positioned not as a fashion brand but as a brand that offers functionality with style. Our portfolio already includes tents, sleeping bags, rainwear and rucksacks in the tactical gear category and with the on-set of the pandemic a versatile, functionally engineered, head-to-toe product line of personal protective gear was an ideal extension of the category. There is a shift from glocal to local, do you think consumers should support high-street brands like yours which are Indian instead of the international brands? Dublish: As part of our commitment to enable people to rekindle the explorer within, we are an Indian-born head to toe outfitter, that pursues Make in India truly in spirit, is equipping Atma-Nirbhar Bharat to set the tone for the world. It took all of two weeks to shift your focus from engineered for outdoors to engineered for life. Is it business over the environment at Wildcraft? Sood: As mentioned earlier it is a natural extension of our tactical gear category without shifting our core ethos. Tell us more about your collaboration with Ministry of Textile, Ministry of Health Dublish: With the advent of the virus into India, there was a huge surge in demand for respirators and hazmat suits, especially for medical professionals who stood at the frontlines, battling the pandemic day in and day out. It was at this time that we were approached by the Ministry of Textiles with an urgent requirement to assist medical professionals and provide them with the necessary gear as they combat Covid-19. This motivated and encouraged us to take the baton and produce a product that comes with 95 percent particulate filtration efficiency at 0.3 microns and is reusable for up to 30 washes, differentiating the Wildcraft SUPERMASKTM different from any other reusable mask. Lastly, there are winners and losers in every situation, your advice for those who manage businesses to get on the winning side of this crisis? Sood: The pandemic has had a dramatic impact on all our lives and has compelled us to relook at our beliefs, our ways and attitudes. With a new normal in front of us, there are a lot of challenges and uncertainties that would come our way, however, Wildcraft has always believed in the philosophy of embracing the uncertain. This is the time when one needs to step out with confidence and get ready to face this new world equipped and enabled to explore any uncertainty that might come their way. And that would be our advice to every entrepreneur out there, to not let these adversities bog them down and to embrace any challenge that might come their way. (IANSlife Features can be contacted at ianslife@ians.in) --IANS Ianslife/tb

Keeping up with the new normal

After two years of staying indoors and traveling only in our dreams for two long years, the world is finally beginning to reopen. With trips being planned, to places near and far. All of us need a suitcase. Carry-ons are the cutest and smallest size of luggage and also the most popular. From carry-on duffels to wheeled suitcases, we’ve curated a list of luggage bags that are perfectly sized for nearly all of your adventures and travels. Read on to take a pick. <bulletContentEmbed name="B07N15QM1C" columns="1"><bulletContentHeading name="B07N15QM1C_head"><div type="image" title="Editor&amp;#39;s Pick" msid="90425720" hostid="261"></div></columnHeadThumb>B07N15QM1C</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B07N15QM1C_body"><bulletContentRow name="B07N15QM1C_0504982058583246"><bulletContentRowHeading><bulletContentRowHead col="1">American Tourister Ohio Polyester Grey Travel Duffle</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">This fashion conscious and on-trend bag from American Tourister ensures that you step-out in style no matter the occasion. Be it a trip to just a run to the gym, an overnighter at your buds or a much needed vacay – this bag is a must have for you. Made from tough, durable, and lightweight cuzy nylon material, these intelligently crafted duffel bags make carrying easier, minimizing additional pressure on the shoulders and spine. With their sleek and spacey styles, these bags will make sure that your travel is hassle-free.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B07N15QM1C_8313277181139857"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Like all products from the reputed brand, this duffel bag is great for traveling and meets the highest quality standards. It’s made from premium dobby double dot fabric, and offers reliability that stands up to the wear and tear of travel.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed> <bulletContentEmbed name="B07LG979HL" columns="1"><bulletContentHeading name="B07LG979HL_head"><div type="image" title="Premium Design" msid="90425739" hostid="261"></div></columnHeadThumb>B07LG979HL</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B07LG979HL_body"><bulletContentRow name="B07LG979HL_9147614142100957"><bulletContentRowHeading><bulletContentRowHead col="1">KILLER Polyester Travel Duffle</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">This KILLER polyester duffle bag is made from superior quality leather and can be used as a stylish gym bag, small travel bag, swimming bag or even for travel. The bag is crafted in a material which is long lasting and durable, and can be used for years without wearing out. It is easy to carry and looks very elegant and stylish.It is equipped with high quality metal zippers and fittings and PU coated polyester inside lining that makes it both premium and strong.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B07LG979HL_3386965007835792"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">This stylish leather-feel travel duffle from Killer is made of light-weight but strong polyester shells and is equipped with re-engineered lightweight spinner wheels for effortless mobility.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed> <bulletContentEmbed name="B01G5I8YLC" columns="1"><bulletContentHeading name="B01G5I8YLC_head"><div type="image" title="First Alternative" msid="90425751" hostid="261"></div></columnHeadThumb>B01G5I8YLC</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B01G5I8YLC_body"><bulletContentRow name="B01G5I8YLC_3118619909225217"><bulletContentRowHeading><bulletContentRowHead col="1">Wildcraft Grey and Orange Rucksack</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Pegged to be one of the biggest <keyword id="4282117" type="General" weightage="20" keywordseo="travel-bags" source="Orion">travel bags</keyword> companies, this wildcraft rucksack is designed to take on the toughest hauls of the outdoors. This bag is built on light-weight and strong Robic fabric which adds to the overall performance of the product. The product is built with the traveler in mind, and increases comfort while reducing pack weight.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B01G5I8YLC_1023341767199631"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">This bag comes with a top loading pack with drawstring opening for easy and quick access and is strengthened haul loop to take on heavier loads.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed> <bulletContentEmbed name="B073JW8LNK" columns="1"><bulletContentHeading name="B073JW8LNK_head"><div type="image" title="Second Alternative" msid="90425757" hostid="261"></div></columnHeadThumb>B073JW8LNK</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B073JW8LNK_body"><bulletContentRow name="B073JW8LNK_9166231599394639"><bulletContentRowHeading><bulletContentRowHead col="1">Skybags Cardiff Polyester Blue Travel Duffle</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">This Skybag cardiff polyester duffel bag is a sleek, stylish and youthful bag for those who are constantly on the move and are looking to make a style statement at all times. Its a unisex bag and comes with 3 compartments, and is equipped with 2 wheels to ease mobility in travel. It’s stylish, handy and comfortable to make all your travel blues go away.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B073JW8LNK_9389419465035935"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">This super efficient bag comes with a butterfly lock and is equipped with 2 wheels and has a single compartment. The bag also has extra compartments to help you segregate your luggage.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed> <bulletContentEmbed name="B08FCQ4YTG" columns="1"><bulletContentHeading name="B08FCQ4YTG_head"><div type="image" title="Also Consider" msid="90425765" hostid="261"></div></columnHeadThumb>B08FCQ4YTG</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B08FCQ4YTG_body"><bulletContentRow name="B08FCQ4YTG_7798594924112860"><bulletContentRowHeading><bulletContentRowHead col="1">Priority ARC Aqua Blue 2 Wheel Duffle Travel Luggage</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Priority duffle bag is made of high density fabric materials for lightweight, durable and fashionable style. The bag is also water resistant with bad weather days and just bad days in general. The inner lining fabric has a soft touch feel with a high quality zipper. In a bid to ease the strain on your shoulder, the bag comes with a long adjustable shoulder strap. With this unisex duffle bag, you can pack all your belongings using the multiple compartments and pockets.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B08FCQ4YTG_1301529243800740"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">This aqua blue coloured bag is attractive and water resistant. It boasts of a 50 liters capacity and is equipped with 2 wheels for ease in mobility.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed>

Travel in style with our best picks of travel bags from Amazon

Backpacks have become the most convenient option to carry your belongings. Whether you are going to school, office, college, shopping or any trip, backpacks have always been your partner. With their multiple compartments and ample storage space, you can comfortably carry your belongings without any hassle. To provide support and comfort to your back, they offer padded or mesh padded back and shoulder straps. There are various features like- size, material, durability, weight, and more which you should consider while buying a <keyword id="11897775" type="General" weightage="20" keywordseo="casual-backpack" source="Orion">casual backpack</keyword>. We have curated a list of the best casual backpacks from Amazon. <bulletContentEmbed name="B07CJCGM1M" columns="1"><bulletContentHeading name="B07CJCGM1M_head"><div type="image" title="Voluminous Design" msid="86162227" hostid="261"></div></columnHeadThumb>B07CJCGM1M</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B07CJCGM1M_body"><bulletContentRow name="B07CJCGM1M_1894259069884417"><bulletContentRowHeading><bulletContentRowHead col="1">American Tourister Black Casual Backpack</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">The internal organizer and voluminous design make this backpack from American Tourister a great choice. For comfort and support, it comes with mesh padding at the back and shoulder straps. Its durable double dot polyester fabric makes it lightweight and easy to carry. With the availability of mesh pockets on the sides, you can conveniently carry a water bottle and umbrella.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B07CJCGM1M_9057496028009701"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">The mesh padding ensures comfort to the back and shoulders.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed> <bulletContentEmbed name="B07Q7CNPMV" columns="1"><bulletContentHeading name="B07Q7CNPMV_head"><div type="image" title="Compact Size" msid="86162257" hostid="261"></div></columnHeadThumb>B07Q7CNPMV</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B07Q7CNPMV_body"><bulletContentRow name="B07Q7CNPMV_9745524344066796"><bulletContentRowHeading><bulletContentRowHead col="1">Safari 15-litre Sea Blue Casual Backpack</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">This backpack from Safari is said to have a lightweight design with a capacity of 15-litre to ensure easy carrying. It comes with two compartments with a high-volume capacity to ensure the convenient carrying of your belongings. Also, its compact size and sea-blue colour should make it a good option to carry.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B07Q7CNPMV_7903091095179775"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">The lightweight build makes it easy to carry.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed> <bulletContentEmbed name="B07PQQ8M7B" columns="1"><bulletContentHeading name="B07PQQ8M7B_head"><div type="image" title="Ergonomic Design" msid="86162276" hostid="261"></div></columnHeadThumb>B07PQQ8M7B</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B07PQQ8M7B_body"><bulletContentRow name="B07PQQ8M7B_4567817866016783"><bulletContentRowHeading><bulletContentRowHead col="1">Polestar Noble Blue Casual backpack</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Carry your belongings with this ergonomically designed backpack from Polestar. It comes with three compartments with ample storage space to carry your belongings conveniently. To ensure comfort and support, it features padded back and shoulder straps. Made with durable PU coated polyester fabric and double dotted waterproof polyester helps to protect the belongings. Also, it comes with a padded compartment for the laptop.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B07PQQ8M7B_2955052306435119"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">The waterproof material keeps things safe in the bag.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed> <bulletContentEmbed name="B079DDT65R" columns="1"><bulletContentHeading name="B079DDT65R_head"><div type="image" title="Spacious Compartments" msid="86162299" hostid="261"></div></columnHeadThumb>B079DDT65R</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B079DDT65R_body"><bulletContentRow name="B079DDT65R_9656151197132326"><bulletContentRowHeading><bulletContentRowHead col="1">Wildcraft Casual Backpack</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">With three spacious compartments, this backpack from Wildcraft provides ample storage space to carry your belongings. This stylish and vibrant designed backpack is said to be made from nylon material. To provide comfort while carrying, the bag features a padded back and adjustable padded shoulder straps.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B079DDT65R_0725611579469443"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Its ample storage space makes it convenient to carry things.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed> <bulletContentEmbed name="B019HA8DQQ" columns="1"><bulletContentHeading name="B019HA8DQQ_head"><div type="image" title="Stain Resistant" msid="86162315" hostid="261"></div></columnHeadThumb>B019HA8DQQ</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B019HA8DQQ_body"><bulletContentRow name="B019HA8DQQ_0561755239982173"><bulletContentRowHeading><bulletContentRowHead col="1">Gear Navy Blue and Green Casual Backpack</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Carry style with this backpack from Gear as it provides functionality, style and comfort. To ensure durability and make it last longer, it is made from high-quality polyester material. Being resistant to water and stain, this backpack should be considered a good option to carry. With anti-sweat shoulder pads and a reinforced grab handle, it becomes convenient and easy to carry. Featuring an 18-litre capacity with two compartments, it makes it convenient to carry belongings.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B019HA8DQQ_9601721346264194"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">The polyester material makes it last longer with its durability.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed> <bulletContentEmbed name="B08BTLYP1P" columns="1"><bulletContentHeading name="B08BTLYP1P_head"><div type="image" title="Sleek Design" msid="86162353" hostid="261"></div></columnHeadThumb>B08BTLYP1P</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B08BTLYP1P_body"><bulletContentRow name="B08BTLYP1P_8673643329719494"><bulletContentRowHeading><bulletContentRowHead col="1">Puma Casual Backpack</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Walk-in style with this Puma casual backpack. Its sleek design and colour-blocked pattern should make it a stylish choice. It offers a spacious compartment that helps to carry essentials conveniently. To ensure comfort, it features adjustable padded shoulder straps. Also, for easy access, the bag comes with a zipper closure.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B08BTLYP1P_6267600207794058"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">The zipper closure makes the access easy and comfortable.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed>

Casual backpacks and bags in India

10 reasons why your head and face are tingling and when it's a medical emergency

Mask up - it's the first step to fight the Covid-19 virus. From scientists, researchers to healthcare authorities, all advise wearing a face mask if you're out and around people, and it's a widely known fact now. What's still not known to many is if their mask is effective enough to serve the purpose. How to select a mask that protects you from Covid-19? Starting with the basics, you must go for a mask that covers your nose and mouth completely and fits snugly against your face leaving no gaps on the sides. Choose a mask that has a nose wire to cover the top and sides of the nose properly. Also, don't buy masks made of hard-to-breather material like vinyl, go for a mask with two or more layers of breathable and washable fabric. Don't get the ones that have valves or vents to allow air passage. Which mask should you buy? We've compiled a list of masks available online. These masks are the best options, but you'll have to check for the size options as we can only assure of the quality and effectiveness. Here are some of the best face masks to buy in India right now- <bulletContentEmbed name="B08RBC1693" columns="1"><bulletContentHeading name="B08RBC1693_head"> <div type="image" title="MASK 1" msid="82291063" hostid="261" caption="&amp;lt;p&amp;gt;&amp;lt;a href=&amp;quot;https://www.amazon.in/Livinguard-Filtration-Anti-Viral-Anti-bacterial-Non-toxic/dp/B08RBC1693&amp;quot;&amp;gt;Livinguard PRO Mask&amp;lt;/a&amp;gt;&amp;lt;/p&amp;gt;"></div></columnHeadThumb>B08RBC1693</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B08RBC1693_body"><bulletContentRow name="B08RBC1693_5426470256333293"><bulletContentRowHeading><bulletContentRowHead col="1">Livinguard PRO Mask</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">The Livinguard Pro mask comes with three layers of protection with more than 95% of filtration as per EN14683 standard. The company claims that the masks have passed skin safety testing to be gentle on the skin for prolonged usage. The fabric is stretchable, which fits over the nose and mouth very well without affecting breathability. The mask is reusable for up to 6 months and washable up to 30 times and is made for daily use and can be washed weekly. It has adjustable earloops for a custom fit.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed> <div type="Article" hostid="261" msid="86710551" title="List of best Steam and Dry irons for home use in India" mstype="2" mssubtype="0"></div> <bulletContentEmbed name="B08T86WFBY" columns="1"><bulletContentHeading name="B08T86WFBY_head"> <div type="image" title="Mask 2." msid="82291137" hostid="261" caption="&amp;lt;p&amp;gt;Pangolin Luftmaske&amp;lt;/p&amp;gt;"></div></columnHeadThumb>B08T86WFBY</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B08T86WFBY_body"><bulletContentRow name="B08T86WFBY_8158979177546638"><bulletContentRowHeading><bulletContentRowHead col="1">Pangolin Luftmaske</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">This Pangolin Luftmaske brings is one of the most unique masks available on the market. It has a hemp-based filter that has moisture-wicking and insulation properties to keep sweat and humidity at bay. Hemp also exhibits antimicrobial properties, is resistant to mould, and blocks out UV light. The filter material is said to block pollutants ranging from bacteria to allergens. It is claimed to be reused for 175 days and can be washed up to 25 times. It also comes with ear grips, neck strap and travel pouch to offer customizability over comfort and a decent fit.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed> <div type="Article" hostid="261" msid="82192832" title="Best pulse oximeters to keep a check on your SpO2 readings" mstype="2" mssubtype="0"></div> <bulletContentEmbed name="B08DD83BS3" columns="1"><bulletContentHeading name="B08DD83BS3_head"> <div type="image" title="Mask 3." msid="82292591" hostid="261" caption="&amp;lt;p&amp;gt;Jockey Unisex&amp;#39;s Cotton Face Mask&amp;lt;/p&amp;gt;"></div></columnHeadThumb>B08DD83BS3</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B08DD83BS3_body"><bulletContentRow name="B08DD83BS3_0068223503039011"><bulletContentRowHeading><bulletContentRowHead col="1">Jockey Unisex's Cotton Face Mask</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Jockey is a known name for most of us, but a few know that they now make face masks as well. The cotton face mask from the company comes in a pack of two. It is said to be "engineered with 7 Layered Hepta Filtration System for your protection." The company claims it can offer more than 95% bacterial and particulate filtration efficiency. The fabric is cotton, which has soft and adjustable elastic earloops and a nose clip for a comfortable fit. Cotton allows easy breathability and it's washable up to 30 times as per company claims.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed> <bulletContentEmbed name="B08D7DG867" columns="1"><bulletContentHeading name="B08D7DG867_head"> <div type="image" title="Mask 4." msid="82292661" hostid="261" caption="&amp;lt;p&amp;gt;Wildcraft Face Mask&amp;lt;/p&amp;gt;"></div></columnHeadThumb>B08D7DG867</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B08D7DG867_body"><bulletContentRow name="B08D7DG867_1798672834600930"><bulletContentRowHeading><bulletContentRowHead col="1">Wildcraft Face Mask</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">This is one of the most popular yet value for money masks on the list. It is designed to fit most users with an adjustable nose clip, soft elastic earloops, that is said to ensure comfort and minimal eyewear fogging. It can be washed and reused and is also claimed to offer PM 2.5 protection with easy breathability and talk through. It comes in a set of three masks.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed> <bulletContentEmbed name="B08CT33FMG" columns="1"><bulletContentHeading name="B08CT33FMG_head"> <div type="image" title="Mask 5." msid="82292716" hostid="261" caption="&amp;lt;p&amp;gt;OCEAN RACE Cotton Anti Pollution 3 Layer Reusable Face Mask&amp;lt;/p&amp;gt;"></div></columnHeadThumb>B08CT33FMG</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B08CT33FMG_body"><bulletContentRow name="B08CT33FMG_4515533483671879"><bulletContentRowHeading><bulletContentRowHead col="1">OCEAN RACE Cotton Anti Pollution 3 Layer Reusable Face Mask</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">This mask is great for those who are extra concerned about comfort. It is made of a reusable soft, machine washable fabric that feels smooth on the skin. Earloops are made high-quality of knit fabric and are flexible to give you a good fit without compromising on comfort. One size fits most and the masks are big enough to cover the mouth and nose without leaving gaps.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed> <bulletContentEmbed name="B08KD785YN" columns="1"><bulletContentHeading name="B08KD785YN_head"> <div type="image" title="Mask 6." msid="82292855" hostid="261" caption="&amp;lt;p&amp;gt;Vandelay N95 Masks&amp;lt;/p&amp;gt;"></div></columnHeadThumb>B08KD785YN</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B08KD785YN_body"><bulletContentRow name="B08KD785YN_7471288544556785"><bulletContentRowHeading><bulletContentRowHead col="1">Vandelay N95 Masks</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">This is the most commonly used N95 mask that is designed to ensure the right fit covering the nose and mouth entirely. These masks are disposable and can't be reused, but the N95 property makes them very safe if you are visiting outdoors. It has five layers to ensure it's skin-friendly and safe at the same time. The elastic ear straps are said to be comfortable and convenient for most men and women, even with glasses. The nose clip in the front offers a custom fit for your face to ensure the mask doesn't slip off.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed> ALSO SEE: <a href="https://www.businessinsider.in/insider-reviews/best-pulse-oximeters-to-keep-a-check-on-your-spo2-readings/articleshow/82192832.cms" data-type="tilCustomLink">Best pulse oximeters to keep a check on your SpO2 readings</a> <a href="https://www.businessinsider.in/insider-reviews/top-nebulizers-for-home-use-in-india/articleshow/82274027.cms" data-type="tilCustomLink">Top nebulizers for home use in India</a>

Best face masks to buy in India

The <a href="http://www.businessinsider.com/insiderpicks">Insider Picks</a> 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.<div class="KonaFilter image-container display-table"><div><div class="image on-image">Yutong Yuan/Business InsiderSkinCeuticals C E Ferulic ($166) and TruSkin Naturals Vitamin C serum ($19.99) both have a cult-following.</div></div></div><ul class="summary-list"><li>Vitamin C serums get down to the cellular level to protect skin from free radicals, which can damage skin in the forms of discoloration, fine lines, and wrinkles.</li><li><a href="http://www.anrdoezrs.net/links/6415797/type/dlg/https://www.dermstore.com/product_C+E+Ferulic_5230.htm" target="_blank" rel="noopener">SkinCeuticals C E Ferulic</a> ($166) has been heralded the "gold standard" in vitamin C serums by dermatologists for it's scientifically-backed formula. </li><li>I had heard that <a href="https://amzn.to/2XH1e6b" target="_blank" rel="noopener">TruSkin Naturals makes a vitamin C serum</a> that yields similar results for a fraction of the price ($19.99), so I decided to try both for a month.</li><li>Ultimately, while both products gave my skin a nice sheen, the SkinCeuticals serum was more effective at lightening sun spots, discoloration, and dark circles over time. </li></ul><a href="https://www.businessinsider.com/best-vitamin-c-serum" target="_blank" rel="noopener">Vitamin C serums</a> are staples in the routines of skin-care fanatics, but they're not just a trend - <a href="https://www.ncbi.nlm.nih.gov/pubmed/16029672" target="_blank" rel="noopener">scientific evidence</a> tells us that topical vitamin C promotes collagen production, lightens hyperpigmentation, and protects skin from free radicals. These qualities work together to leave skin plumper, brighter, and with a nice dewy glow.How could I not be using one of these wonder potions in my routine already? My search for a great vitamin C serum kept leading me back to one product: the <a href="http://www.anrdoezrs.net/links/6415797/type/dlg/https://www.dermstore.com/product_C+E+Ferulic_5230.htm" target="_blank" rel="noopener">SkinCeuticals C E Ferulic serum</a>. Since it's release in 2005, this serum has been a favorite among self-labeled skin-care experts and dermatologists alike for its scientifically-based formula. That sounded well and good to me, but there's a catch - a one ounce bottle costs $166.I'm all for a skincare splurge every now and then, but $166 is a hard pill to swallow. I wondered, then: Would a cheaper vitamin C serum do the trick? A friend of mine had mentioned that the <a href="https://amzn.to/2XH1e6b" target="_blank" rel="noopener">TruSkin Naturals Vitamin C serum</a> was comparable to the <a href="http://www.anrdoezrs.net/links/6415797/type/dlg/https://www.dermstore.com/product_C+E+Ferulic_5230.htm" target="_blank" rel="noopener">SkinCeuticals</a> option -she had seen glowing results, quite literally, and it was a fraction of the price at just $19.99. So, I figured, why not compare these two serums and see if the cheaper one stacked up?<h2>Why vitamin C so important for the skin</h2>I was excited to begin this skin experiment, but in order to help me - and hopefully you - understand what makes vitamin C the elixir of choice for getting that dewy glow, I reached out to a dermatologist for an expert opinion. <a href="http://www.drdendyengelman.com/about2.html" target="_blank" rel="noopener">Dr. Dendy Engelman</a> is a board-certified dermatologic surgeon and celebrity dermatologist. Currently, she works as an MD at Manhattan Dermatology and Cosmetic Surgery as well as a clinical assistant professor and director of dermatologic surgery at the Metropolitan Hospital Center. Here's why Dr. Engelman says adding a vitamin C serum is so beneficial, in scientific terms: After that little science lesson, I had a better understanding of why a vitamin C serum is so important and felt ready to take on this experiment and test these serums out. <h2>My testing method</h2>To make a fair comparison, I decided to use the serums at the same. The left side of my face would be dedicated to <a href="http://www.anrdoezrs.net/links/6415797/type/dlg/https://www.dermstore.com/product_C+E+Ferulic_5230.htm" target="_blank" rel="noopener">SkinCeuticals C E Ferulic</a> and the right side would get <a href="https://amzn.to/2XH1e6b" target="_blank" rel="noopener">TruSkin Naturals</a>. Skin can be fickle and since I can't control external variables that may cause unwanted flare-ups, doing a half-half method seemed like the best way to judge each products effectiveness. Everything else in my skincare routine would be left as is - I'd fit the serums in after using a gentle cleanser, but before layering on a lightweight lotion, eye cream, and sunscreen. I planned to use the serums for at least four weeks, keeping track of changes that I noticed on either side. <h2>My impressions, week by week</h2>Week one: The SkinCeuticals serum is clear, has a thin consistency, and a metallic scent that kind of <a href="https://www.thecut.com/2018/12/why-do-vitamin-c-serums-smell-like-hot-dogs.html" target="_blank" rel="noopener">smells like hot dog water</a>. The TruSkin Naturals serum is a milky color, has a thicker feel, and is odor-free. I put three drops of each serum on their respective sides and rub them in. Both serums feel lightweight and absorb nicely into my skin. I let each side dry, then follow up with my regular lotion and sunscreen. After a few days, all I notice is a pimple smack dab in the middle of my forehead - an area where I rarely break out. I wonder if that could be attributed to the new products, or was just a fluke. Either way, I continue the routine. Week two: It hasn't been long, but I haven't noticed much of a difference on either side. At dinner with family though, I get asked if I'm the youngest child. I have a fifteen year old brother - so maybe these serums really are working some anti-aging magic. Did two weeks of Vitamin C serum reverse the clock seven years? I have to say, that felt pretty good. <div class="KonaFilter image-container display-table"><div><div class="image on-image"><a href="https://amzn.to/2XH1e6b" target="_blank" rel="noopener"></a>Remi RosmarinLeft: before using TruSkin Naturals Vitamin C serum. Right: after using the serum for a month.</div></div></div>Week three: Since starting this little experiment, I've been adamant about following the same routine every morning. While I know I should use sunscreen everyday, I often leave it out of my morning routine. Since using these serums, I've been really good about putting on sunscreen each morning. Even though it's winter, I feel that I'm doing a great service to my skin - and while it's not really a result of these serums, it's been a nice unexpected bonus of the process. My cheeks have been getting a little drier than usual, and I wonder if this could be attributed to the Vitamin C. To counter, I lather on a little more of my trusty <a href="https://fave.co/2ENePBw" target="_blank" rel="noopener">Benefit Total Moisture Facial Cream</a> at night - it's my go-to for hydrating dry skin, especially during winter. Week four: After one month I feel that my skin looks good, but I haven't really had any "wow" moments. Maybe I expected that one side of my face would be bright and glowy, while the other would be irritated and red - but both sides of my face look strikingly similar. I had taken a picture of my skin before starting the routine, so I decide to take a new set of pictures and compare. Looking at the pictures side by side, I finally have my "wow" moment. I have sun spots and some freckles, but I've never really thought of them as a skin concern - not cosmetically at least. I've come to terms with their existence and for the most part, forget they're even there. When I compare the pictures of the right side of my face, where I've been using the <a href="https://amzn.to/2XH1e6b" target="_blank" rel="noopener">TruSkin Naturals serum</a>, I don't notice any real fading of my spots.When I look at the left side though, where I've been using <a href="http://www.anrdoezrs.net/links/6415797/type/dlg/https://www.dermstore.com/product_C+E+Ferulic_5230.htm" target="_blank" rel="noopener">SkinCeuticals</a>, it looks like my spots have been lightened a good amount. I was even more impressed to notice that my veins look significantly lighter on the left side too. My very fair skin, I like to call it see-through, leaves plenty of veins on my face visible - like sun spots, it's something I've kind of just come to terms with, though I wouldn't mind if they were hidden. This is something I wasn't expecting, but am definitely happy to see. Although I didn't really notice anything when analyzing my skin in the mirror, I think both serums have given my skin a nice sheen. My poor-quality selfies may not do either justice, but I think both did a good job of making my skin look a little more even. <div class="KonaFilter image-container display-table"><div><div class="image on-image"><a href="http://www.anrdoezrs.net/links/6415797/type/dlg/https://www.dermstore.com/product_C+E+Ferulic_5230.htm" target="_blank" rel="noopener"></a>Remi RosmarinLeft: before using SkinCeuticals C E Ferulic. Right: after using the serum for a month.</div></div></div><h2>The ingredients behind it all</h2>Given that my experience is completely subjective, I wanted some objectivity to answer the "which product is actually better" conundrum. I sent Dr. Engelman the ingredients in each product to hear her take. Here's what she said:Skinceuticals Ingredients: Aqua/Water/Eau, Ethoxydiglycol, Ascorbic Acid, Glycerin, Propylene Glycol, Laureth-23, Phenoxyethanol, Tocopherol, Triethanolamine, Ferulic Acid, <a href="http://www.anrdoezrs.net/links/6415797/type/dlg/https://www.dermstore.com/profile_Panthenol_502241.htm" target="_blank" rel="noopener">Panthenol</a>, Sodium Hyaluronate.I consider CE Ferulic one of (if not) the gold standard for topical antioxidants. It is backed by copious clinical studies and is greatly effective in fighting free radical damage. This contains ascorbic acid, as compared to <a href="https://amzn.to/2XH1e6b" target="_blank" rel="noopener">TruSkin's</a> sodium ascorbyl phosphate which is a derivative and less powerful. It also contains ferulic acid, a powerful acid that targets discoloration and fine lines. <a href="http://www.anrdoezrs.net/links/6415797/type/dlg/https://www.dermstore.com/product_C+E+Ferulic_5230.htm" target="_blank" rel="noopener">Skinceuticals</a> undergoes extensive testing to ensure that the product is effective and maintains its stability over time. This is one of the reasons it is at an elevated price point.TruSkin Ingredients: Organic Deionized Herbal Infusion, Organic Aloe Barbadensis Leaf (Aloe), Sodium Ascorbyl Phosphate (Vitamin C), MSM, Botanical Hyaluronic Acid (Cassia Angustifolia Seed Polysaccharide), Hamamelis Virginiana (Witch Hazel), Vitamin E (d-alpha Tocopheryl Acetate), Carbomer, (2s)-2-Amino-5-guanidinopentanoic Acid, Organic Gotu Kola, Wildcrafted Horsetail (Equisetum Arvense), Wildcrafted Dandelion, Wildcrafted Geranium, Organic Jojoba Oil (Organic Simmondsia Chinensis), Phenoxyethanol, Ethyl Hexyl Glycerin.This serum is less powerful than Skinceuticals, however it does have some nourishing properties that I like. Witch hazel helps calm inflammation and jojoba is very hydrating. This serum will not work as well, but that is not to say it will not [work] at all.<h2>The bottom line</h2>Both of these products have a cult-following - <a href="http://www.anrdoezrs.net/links/6415797/type/dlg/https://www.dermstore.com/product_C+E+Ferulic_5230.htm" target="_blank" rel="noopener">SkinCeuticals</a> is consistently ranked as one of the best vitamin C serums out there and <a href="https://amzn.to/2XH1e6b" target="_blank" rel="noopener">TruSkin Naturals</a> boasts over 4,700 glowing reviews on Amazon and a loyal following as well. As Dr. Engelman stated, both products can work, it really just depends what you are looking for in the product. If you are just looking to delve into the world of vitamin C serums as a means of getting even, glowy skin, I think TruSkin Naturals will do the trick. If you are specifically targeting fine lines and discoloration, <a href="http://www.anrdoezrs.net/links/6415797/type/dlg/https://www.dermstore.com/product_C+E+Ferulic_5230.htm" target="_blank" rel="noopener">SkinCeuticals</a> will likely yield better results. The addition of ferulic acid and a more potent form of vitamin C explain why many people see significant results, and (unfortunately) why the price tag is so high.At the end of the day, our bodies are totally unique, so what works for me may not work for you and vice versa. Maybe neither of these products will be right for you, but even if that's the case, I'd still recommend adding some type of <a href="https://www.businessinsider.com/maelove-glow-maker-serum-review-2018-8" target="_blank" rel="noopener">topical vitamin C</a> to your skincare routine. We're all surrounded by environmental stressors every day, and even if you don't realize, over time these can be very taxing on your skin - vitamin C works to combat those negative effects.Dr. Engelman recommends a serum, saying "they will be most effective in delivering to the cellular level. Serums have the highest concentration of active ingredients and smaller molecules which allows actives to penetrate further". Too much vitamin C can be overkill though - Dr. Engelman cautioned against using more than one topical vitamin C product each day, as too much can be irritating and cause acne breakouts in certain skin types. Ultimately, neither of these products changed my life - at least not yet. While at first that disappointed me a little, it's for the best. Plenty of skincare products reap immediate rewards, but a vitamin C serum is something that helps protect your skin for the long haul, which I know in a few years I'll be grateful for. Neither of these products are quick fixes, and while a one ounce bottle will last you a long time (you only use a few drops each day), keeping up with a $166 skincare habit is not necessarily sustainable. Luckily, there are plenty more topical Vitamin C products to choose from, that may <a href="https://www.businessinsider.com/what-does-vitamin-c-serum-do-for-skin-2018-8" target="_blank" rel="noopener">work better for your skin type and budget</a>.For now, I am going to transition to SkinCeuticals C E Ferulic full time with the hopes that it will help lessen the discoloration and veins on the other side of my face, too. I'll definitely continue using TruSkin Naturals every few days though, so I can expand the longevity of this $166 bottle. <h3><a href="http://www.anrdoezrs.net/links/6415797/type/dlg/https://www.dermstore.com/product_C+E+Ferulic_5230.htm" target="_blank" rel="noopener">Buy the SkinCeuticals C E Ferulic serum, $166, available at DermStore</a></h3><h3><a href="https://amzn.to/2XH1e6b" target="_blank" rel="noopener">Buy the TruSkin Naturals Vitamin C serum, $19.99, available at Amazon</a></h3><figure id="img-966853" contenteditable="false" data-type="img" data-e2e-name="image-figure-image" data-media-container="image"><a href="https://amzn.to/2QIkADL" target="_blank" rel="noopener"></a></figure><a href="http://e.businessinsider.com/join/ci/insider-picks">Subscribe to our newsletter.</a> Find all the best offers at our <a href="https://coupons.businessinsider.com/">Coupons page</a>. Disclosure: This post is brought to you by the <a href="http://www.businessinsider.com/insiderpicks">Insider Picks</a> team. We highlight products and services you might find interesting. If you buy them, we get a small share of the revenue from the sale from our commerce partners. We frequently receive products free of charge from manufacturers to test. This does not drive our decision as to whether or not a product is featured or recommended. We operate independently from our advertising sales team. We welcome your feedback. Email us at insiderpicks@businessinsider.com.

I compared vitamin C serums that cost $20 and $165 - and it turns out the expensive one is worth the cost

The Noida-headquartered e-commerce firm <keyword id="6357120" type="UNKNOWN" weightage="100" keywordseo="PayTM">Paytm</keyword> has announced that it has tied up with more than 1,000 brands including Puma, Samsung, Samsonite, Casio and Lakme so that they can open their online stores on its platform. 
 
"True power of online platforms is in connecting sellers and brands directly with the end customers. The platform that we have created for brands gives them complete control of their online presence," Amit Bagaria, vice-president at Paytm, said on Sunday. 
 
Also read: <a href="http://www.businessinsider.in/Paytm-in-parking-lots/articleshow/52142106.cms">Go cashless: Paytm ties up with 500 parking lots to let you park cars without cash</a> 
 
Last week, we had reported how <a href="http://www.businessinsider.in/Flipkart-brand-hubs/articleshow/52121113.cms">Flipkart had entered into tie-ups</a> with several brands including HP, Wildcraft, Peter England, Bosch and @Home, which would allow them to create brand hubs on its digital marketplace. 
 
These online brand stores from Paytm are independent online retail stores for brands to control its sellers regarding inventory, pricing and promotions, to run promotional campaigns and tag their physical stores, and to enable them to generate sales for their offline channels. 
 
Also read: <a href="http://www.businessinsider.in/Heres-what-Paytms-Vijay-Shekhar-Sharma-has-to-say-about-digital-race-in-India/articleshow/51891296.cms">Here’s what Paytm’s Vijay Shekhar Sharma has to say about digital race in India</a> 
 
"From a customer perspective, the shopping experience on these stores is far superior, since the brands directly engage with customers, just like in offline stores," Bagaria said. 
 
<a href="https://inc42.com/wp-content/uploads/2014/01/NEW_mobile_shopping1.jpg">Image source</a>

After Flipkart, Paytm has asked brands to open online stores on its digital platform

India's largest online retailer <a href="http://www.businessinsider.in/Flipkart-is-now-hungry-for-profits-and-is-going-for-the-kill-starting-with-capping-increments/articleshow/51838246.cms">Flipkart</a> has come up with a new strategy, under which it would have some of the most-popular electronic and apparel brands creating exclusive "stores" on its digital marketplace. 
 
Also read: <a href="http://www.businessinsider.in/Flipkart-duo-Sachin-and-BinnyBansal-make-it-to-2016-TIMEs-List-of-100-Most-Influential-People-in-the-World/articleshow/51929491.cms">Flipkart duo Sachin and Binny Bansal make it to 2016 TIME’s List of 100 Most Influential People in the World</a> 
 
As of now, these digital stores can be accessed on the <a href="http://www.businessinsider.in/Flipkart-is-going-after-20-brands-over-payment-defaults-seeking-to-recover-crores/articleshow/52088754.cms">Flipkart</a> mobile app, and a desktop launch is expected to happen later. These stores help top brands target customers and drive sales by using <keyword id="6354742" type="COMPANY" weightage="100" keywordseo="Flipkart">Flipkart</keyword>’s data and analysis. 
 
"The response till now has been encouraging," said Surojit Chatterjee, senior VP, product management, Flipkart. The initiative already lists brands like HP, Samsung, Wildcraft, Puma, Peter England, Bosch, Vu Technologies and @Home as its users. 
 
Under the new strategy, Flipkart will create a self-service analytics platform called 'Brand Hub', which would enable companies to target specific customer pools based on products. They will be able to display products to specific customers based on several parameters, and in turn, customers would follow particular brands and get notified about new collections. 
 
Also read: <a href="http://www.businessinsider.in/Flipkart-in-trouble-2-investorsmark-down-stake-by-20/articleshow/52109867.cms">Flipkart in trouble, 2 investors mark down stake by 20%</a> 
 
"It's a way for brands to reach out in a very personalised manner while customers can discover their favourite brands, including new launches," said Chatterjee. As per him, Flipkart has over 75 million registered users and over 50 million mobile app downloads. 
 
India’s online retail space has in the past seen <a href="http://www.businessinsider.in/As-marketing-funds-squeeze-Flipkart-and-Snapdeal-are-asking-top-brands-to-campaign-for-them/articleshow/52105592.cms">top brands</a> objecting to heavy discounts that these investor-backed ventures offer to customers, and this move will let them exercise control over what they want to showcase to customers, and how they want to do it. 
 
<a href="http://indianonlineseller.com/wp-content/uploads/2015/12/Flipkart-adiquity.jpg">Image source</a>

Sell your products the way you want: Flipkart allows brands to create hubs on its digital marketplace

In a bid to make the process of ordering products easier, <keyword id="35621" type="UNKNOWN" weightage="100" keywordseo="e-commerce">e-commerce</keyword> mobile application <keyword id="2466939" type="UNKNOWN" weightage="100" keywordseo="Grofers">Grofers</keyword> has released a new version of its app on both Android and iOS platforms that will allow users to see on their phones the trending searches and categories selling in their neighborhood. 
 It simply means users can now discover the highest selling products (and categories like electronics, bakery etc) in their locality. More importantly, it will allow merchants and brands to study the demand and push special offers locality-wise accordingly which will play a crucial role in bolstering sales in the upcoming <keyword id="188" type="ENTERTAINMENT" weightage="100" keywordseo="Diwali">Diwali</keyword> season. 
 Notably, the categories of products in the <keyword id="3124758" type="UNKNOWN" weightage="100" keywordseo="Grofers-app">Grofers app</keyword> has been expanded from groceries, fresh fruits and vegetables to cosmetics, mobiles and accessories, bakery items and flowers. 
 
"With the latest app update (version 2.0), we bring a fresh experience that makes the process easier. Right on the home screen a user can discover the key merchants, trending products and product categories in their locality. Beyond that, adding products to your cart just takes a tap or two,” said Varun Khurana, Chief Technology Officer at Grofers. 
 
Another new feature showcases products from different brands at cheap rates to make sure the brand stores are available to a wider cross section of the users. Existing brand stores on the app include stores for Haldiram’s, Magnum Ice Cream, Wildcraft, Prestige among others. 
 
With this new version, Grofers has collaborated with all its payment partners - Citrus Wallet, MobiKwik and PayUmoney - in an effort to create smoother payment process. 
 Significantly, Grofers was one of the first e-commerce player to get the <keyword id="6354606" type="COMPANY" weightage="100" keywordseo="iPhone">iPhone</keyword> 6s into the hands of its consumers, by delivering it on the midnight of its launch on October 15. It was founded on December 26, 2013 by Saurabh Kumar and Albinder Dhindsa and is currently operational in 26 cities.

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