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<ul><li><keyword id="3658" type="General" weightage="80" keywordseo="india" source="Orion">India</keyword>’s ecommerce market is expected to reach $130 billion by 2025. </li><li>Social ecommerce firms in India like Meesho are performing better than traditional ecommerce firms. </li><li>The world’s biggest ecommerce company is struggling to gain a foothold in India’s Tier 2 and 3 cities due to regulatory setbacks.</li></ul><keyword id="18635" type="General" weightage="100" keywordseo="amazon" source="Orion">Amazon</keyword> marked a spectacular entry into India in 2013 and not just because <keyword id="191583" type="General" weightage="50" keywordseo="jeff-bezos" source="Orion">Jeff Bezos</keyword> sat atop a colourful truck or it invested $7 billion into the market. India is one of the biggest emerging ecommerce markets globally, estimated to reach $130 billion by 2025. Almost ten years later, its success is being questioned by a wealth management firm, Bernstein, in its latest report. Amazon is now the second largest player behind Flipkart with a gross merchandise value of $18-20 billion and has over 170 million products. But it’s yet to turn profitable in a market where the average order value is below $10 (approx. ₹800). “Besides growth-related investments, profitability has also been impacted by a higher mix of low margin product categories (e.g., smartphones with sub 5% net margins). Amazon has struggled to scale volumes in higher margin categories such as fashion and beauty and personal care,” said the Bernstein report. Fashion has seen the highest growth in the last few years, and so has grocery. But the latter is led by quick commerce players like Dunzo, Zepto and <keyword id="12724311" type="General" weightage="50" keywordseo="blinkit" source="Orion">Blinkit</keyword>. Amazon and Flipkart are market leaders in mobiles and consumer electronics. But the share of this segment in the ecommerce market is declining. Indian regulations give <keyword id="10926" type="General" weightage="50" keywordseo="reliance" source="Orion">Reliance</keyword> an edge over Amazon In spite of having 700,000 sellers on its platform, Amazon is yet to gain ground in a very important category in India — tier 2 and tier 3 markets. As per the report, these markets account for around 50% of all e-commerce sales, and they’re growing. “Reliance leads in India with a strong 1P business with over 15,000 store retail footprints. Flipkart is the frontrunner in the apparel category and social ecommerce firm Meesho is winning in tier 2/3 cities where Amazon struggles to perform,” it said. 1P business is where retailers have an online presence like Reliance with a wide brick and mortar footprint. Amazon however is a 3P player who works with sellers. The regulations in India are skewed towards the former, and tougher for MNCs. “Regulations don't allow for an inventory-led 1P model for a foreign entity like Amazon. The company has made investments into local retailers like <keyword id="64373" type="General" weightage="50" keywordseo="shoppers-stop" source="Orion">Shoppers Stop</keyword> (fashion), More (grocery), and a rumoured stake in <keyword id="1560087" type="General" weightage="50" keywordseo="ecom-express" source="Orion">Ecom Express</keyword> (logistics) but integration has been limited as the regulations don't allow for full control,” the report said. At the same time, its key competitor Reliance scaled up its ecommerce operations to around 19% of core retail sales, thanks to its 15,000 stores and ability to manage an inventory-led model. “Amazon's management attrition has also increased recently, potentially signaling difficulties achieving desired scale,” the report said. Amazon’s worldwide consumer CEO Dave Clark left the company after 23 years in 2022. Here’s where ecommerce growth is at The sweet spot for ecommerce growth in India is Tier 2+, the report says, which is a market that’s seeking products tailored to their needs. <keyword id="3030142" type="General" weightage="50" keywordseo="myglamm" source="Orion">MyGlamm</keyword>, <keyword id="1932100" type="General" weightage="50" keywordseo="bewakoof" source="Orion">Bewakoof</keyword> and Sleepy Owl are able to achieve this with a large chunk of their business coming from these towns. However, due to regulations, Amazon cannot make headway here too. The inability to operate a 1P model has limited the availability of private labels versus the competition, which further pressures margins, the report says. “Despite the importance of the market, we estimate that it contributes less than 5% to Amazon's overall value. At Amazon's current valuation, we see the India business as a call option for Amazon investors, as long as the company is disciplined around capital allocation,” says Bernstein. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/tech/mobile/news/upcoming-new-smartphones-launching-in-india-in-september-2022/slidelist/93945270.cms">Upcoming smartphones launching in India in September 2022</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/startups/news/cash-rich-family-offices-of-small-towns-are-buying-into-the-india-startup-story/articleshow/93944024.cms">Cash-rich family offices of small towns are buying into the India startup story</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/thelife/personalities/news/meet-laxman-narsimhan-the-pune-boy-wholl-soon-be-the-ceo-of-starbucks/slidelist/93941369.cms">Meet Laxman Narsimhan, the Pune boy who’ll soon be the CEO of Starbucks</a>

Amazon is struggling in India unlike Reliance, Meesho says wealth management firm Bernstein

<ul><li><keyword id="1932100" type="General" weightage="100" keywordseo="bewakoof" source="Orion">Bewakoof</keyword> launches a new advertisement with <keyword id="11898289" type="General" weightage="20" keywordseo="sidharth-malhotra" source="Orion">Sidharth Malhotra</keyword> and <keyword id="3229143" type="General" weightage="20" keywordseo="fatima-sana-shaikh" source="Orion">Fatima Sana Shaikh</keyword> to promote the brand across its digital platforms. </li><li>It encourages the audience to be fearless. </li></ul>Bewakoof has signed Sidharth Malhotra and Fatima Sana Shaikh to promote the brand across its digital platforms. The Cool Student of the Year Sidharth and Dangal star Fatima will be seen in the Bewakoof collection in a digital campaign that has gone live today. The theme of the campaign is Never Change. The Campaign will feature 2 brand films where Sidharth’s <keyword id="896292" type="General" weightage="20" keywordseo="shershah" source="Orion">Shershah</keyword> Co-actor Sahil Vaid will also be seen. The ad films will reveal the ‘always fun side’ of the 3 actors who are seen cracking jokes on each other and showing their mischievous side. Bewakoof is introducing their new tagline, ‘Ho Bewakoof toh stay Bewakoof -- Never Change’. The idea stems from the Bewakoof’s brand persona, which stands for expressing yourself freely without any inhibitions. Bewakoof is synonymous with not giving into pressures and standing for hatke and being fearless. <div type="Youtube" id="t8ajfC8kOH4" title="Stay Bewakoof with Sidharth Malhotra and Fatima Sana Shaikh" thumbUrl="https://i.ytimg.com/vi/t8ajfC8kOH4/mqdefault.jpg"></div> Sidharth and Fatima imbibe this vibe as even after seeing highs and the lows of their profession, they followed their belief system and have won a billion hearts with their sheer hard work and never change, don’t give up attitude. Prabhkiran Singh, Founder CEO, Bewakoof, says, “We are the market leaders in the fashion industry and have built our business without any godfathers. When we thought of rolling out our new campaign centered around Never Change, Sid and Fatima were our obvious choice because, as a brand, we identify with them. In our early days, we were ridiculed for our brand name, business model but we didn't change nor did we give up. As a brand, we see these disruptive qualities in both Sid and Fatima.” Sidharth Malhotra, who is fresh from Shershah success, is known for his layered acting which translates into a strong storytelling. His dedication to his craft has led him to make a name for himself in the Hindi film industry. Sidharth represents the aspirations of the youth with a clear message that if you believe in something, follow your approach with grit and rigour, you will emerge a winner. On his association with Bewakoof, he says, “Bewakoof has uber cool clothes which you can easily add to your wardrobe. It was a fun collaboration &amp; friendly masti vibe wearing their quirky outfits." Fatima, who started her career with cameos, won well deserved accolades for her work in Dangal. She has been unstoppable since then. Her work in multi-starrers like Ludo, Suraj pe Mangal Bhari and Ajeeb Dastans, prove that she can stand her own ground even among some of the most successful actors just like Bewakoof stands tall among other D2C brands in India. Commenting on her engagement with Bewakoof, Fatima says, “Bewakoof’s journey has been similar to mine. This got me interested in associating with the brand as I could identify with the expressions, language and styling they promote. The comfort level with the brand and the products that I tried won me over.”

Bewakoof's ad latest with Sidharth Malhotra and Fatima Sana Shaikh encourages the audience to express freely

<ul><li>The <keyword id="36208" type="General" weightage="20" keywordseo="festive-season" source="Orion">festive season</keyword> has always been important to brands, especially to e-commerce players who line up big bumper discounts, look for more retail brands to partner and ramp up their product offerings.</li><li>This festive season, e-commerce platforms are focusing on bringing more personalisation and curation to customers shopping online through greater tech and marketing integration.</li><li>More and more e-commerce platforms are also exploring social commerce, turning their apps into super apps by bringing content, products and trends under one roof for consumers to watch and shop at once.</li><li>With increasing internet penetration, e-commerce players are expecting new growth from Tier II, III and beyond this festive, which will cumulatively contribute to $150 billion of e-commerce as per RedSeer Consulting’s report.</li><li>We speak to India’s leading e-commerce players to find out more about their festive plans and revival expectations.</li></ul>The year 2020 accelerated e-commerce industry, perhaps by a decade, revolutionising the way brands operate, run, and grow their businesses, as well as how consumers choose to shop and pay. In the initial months of the lockdown, businesses witnessed a clear shift in consumer behaviour. Historically offline shoppers also came online due to convenience and safety. Consumers are still hesitant to return to in-store shopping completely and audiences from Tier II and Tier III are also preferring to shop online. The pandemic has evidently caused an inflection point for e-commerce in the country. With the second-largest internet user base, India has emerged as one of the most prominent markets globally. Around 480 million people in India have access to the internet out of which 90 million are online shoppers, according to estimates from management consultancy RedSeer. Shoppers from India’s small towns and cities will cumulatively contribute to $150 billion of e-commerce GMV in the coming decade, until 2030, revealed RedSeer. <div type="image" title="redseer - ecomm report" msid="85901903" hostid="261"></div> After spending a glum year and a half, consumers are excited to celebrate the festive season with upcoming shopping sales for Diwali, Dussehra and Christmas. IPL and ICC T-20 World Cup will further improve consumer sentiment this year. According to a survey conducted by The Trade Desk and YouGov, 82% of consumers shopped online at least once a month in the past six months, and nearly one in four made online purchases several times a week or more often. Titled ‘<a href="https://pages.thetradedesk.com/rs/527-INM-364/images/TheFestiveSeasonPulse2021.pdf">The Festive Season Pulse 2021</a>,’ it further said that 91% of Indian consumers are planning a purchase during the upcoming festive season and six in 10 are interested in learning about new brands during festive season sales. To leverage this uptick in consumer sentiment, the e-commerce category is all set to begin its festive marketing blitz and is preparing to line up big discounts for the season in a few weeks. For this 30-day period leading up to the festive season, leading fashion e-commerce platform <keyword id="319719" type="General" weightage="20" keywordseo="myntra" source="Orion">Myntra</keyword> has planned ‘Big Fashion Festival,’ which will be followed up with Myntra Diwali Sale, with a focus on ethnic wear. It will also be focusing on emerging categories like Beauty and Personal care, kidswear and categories such as innerwear and essentials which have experienced tailwinds post-Covid. Myntra’s Chief Business Officer, Ayyappan Rajagopal said, “We are expecting this festive season to be bigger than last year with more customers using online channels to make their purchases. Demand usually peaks in the 30 days leading to Diwali and we expect this year to be no different. In fact, the demand in the 2 months leading to the festive season is expected to be far more than last time (because people have learnt with time to adapt to a pandemic world). We expect high demand from across geographies and markets - metros, Tier 1, Tier 2, T3 cities and beyond. To cater to that, we have built the right ethnic wear, beauty, and home selection, and have partnered with brands on best deals. Hence, to leverage this demand and provide best value to our customers, we are organizing Big Fashion Festival and Myntra Diwali Sale to make this season a resounding success.” Right on the heels of the festive season, Myntra ramped up its marketing game by onboarding Hrithik Roshan, Vijay Deverakonda and Dulquer Salmaan as its newest brand ambassadors, alongside the existing celebrity ambassadors Kiara Advani, and Samantha Akkineni. Now, it is hoping to double its customer base and cater to Gen-Z shoppers with its high-decibel marketing. “With the optimism coming from recovery from Covid and revival in shopping sentiments along with the habitualisation of digital foray across all customer segments, we see a lot of new customers shopping during this festive season. We have also seen trends in Metro/T1 markets where Myntra has been traditionally strong, pointing towards such a revival. With a positive overall sentiment, we will be looking at doubling our customer base during this period. There will also be an added focus towards expanding our footprint in southern markets, deeper penetration into Tier 2 / 3 towns and exploring customer addition through emerging categories like Kids wear, Inner wear, fashion accessories, Beauty and persona care, etc. The greatest focus will be on Gen-Z cohort of shoppers,” shared Rajagopal. E-commerce platforms are also focusing on bringing more personalisation and curation to customers shopping online through greater tech and marketing integration. More and more e-retailers are exploring social commerce, turning their apps into super apps by bringing content, products and trends under one roof for consumers to watch and shop at once. D2C fashion platform Bewakoof.com that recently raised Rs 60 crore in an investment round led by InvestCorp, IvyCap and Spring Marketing Capital, is expecting to Rs 120 crore in brand sales this quarter. It recently rolled out celebrity-led digital campaigns with Rajkummar Rao, Sanya Malhotra and Farhan Akhtar. It plans to further build its market presence by signing more A-list celebrities to its roster and launch a 360-degree campaign by October. On the technology side, the company intends to launch a gamification-led loyalty program as it upgrades its Bewakoof Tribe with new and exclusive launches for the club members. Sharing the platform’s festive plans further, Prabhkiran Singh, Founder CEO, Bewakoof.com said, “Post pandemic, we saw a strong recovery and growth in certain categories like casual wear and leisurewear because of customers staying at home and with the pandemic slowing down, we expect a strong recovery in categories like ethnic wear, bags, accessories, etc in the festive season ahead. We’re also looking to capitalise on winter wear more this year than usual with winter around the corner and have put in investments accordingly. We expect our brand sales to be Rs 120 crore for the festive quarter.” For Bewakoof, the northern and western markets see the highest demand, followed by West Bengal and Assam because of Durga Puja. Currently, over 6 million customers visit Bewakoof.com every month. Singh told us that the festive season serves as a crucial window in the year for new customer acquisition and bringing back customers that haven’t shopped again for a while. The platform is also planning on increasing its marketing spends this festive. “For this year, 15% of our total marketing budget will be spent for the upcoming festive season.” We’re in the process of rebranding Bewakoof in the next 1-2 months and we’ll have a new look, logo, tagline along with a new set of celebrities that will endorse Bewakoof so we’re excited to roll this out and create buzz around it along with backing it up with top-funnel marketing investments. We plan to go heavy on top-funnel marketing investments starting October,” said Singh. E-retail platform OLX has upped its UI to woo its customers, digitising the entire process of online retailing, including verification of all its premium items. OLX Autos launched a verified inventory of cars with a new interface, which provides a detailed history of the car right from the ownership period all the way up to the service history of the car, and access to a host of financing options and after-sales products like insurance and warranty. As a result, OLX has witnessed a surge in demand for pre-owned cars. Sapna Arora, CMO, OLX India said, “Green shoots are already visible in the used car retail segment. The demand for pre-owned cars has been 25% higher than the pre-Covid levels while there has been an 82% plus growth in demand for pre-owned smartphones. Our goods category has also witnessed a strong rebound, as demand and supply have gone up by an average of 68% and 25%, respectively, compared to pre-Covid levels. The upcoming festival season is important for us as we expect the gap to be narrowing down between pre and post-Covid levels. There has been a strong uptake of e-commerce across regions, especially in Tier 2 and Tier 3 cities, with consumers there making the greatest shift to online shopping. We will continue to focus on the pre-owned auto segment and are expecting to surpass the demand this festive season.” At an industry level, Arora told us that e-commerce players are leveraging on hyper-personalisation to create individualised experiences on the platform and AI-powered chatbots are being implemented by the online retailers to bring customers close to an offline retail experience with a high engagement rate. Sharing OLX’s plan, Arora added, “This festive season we plan to use innovative solutions via relevant messaging at different levels of the retail journey. Our consumer base is growing organically. During this year’s lockdown, a lot of people moved online and we saw growth, about 30% more daily active users (DAUs) from our previous pre-Covid peak. In the festive season, our huge inventories across segments will contribute to increasing the DAU’s on the platform.” As per Nielsen India’s E-commerce Consumer Panel (E-Analytics Solution), there was a double-digit increase in average spend of online shoppers for electronics and accessories (39%), mobile and accessories (12%), and fashion, including apparel, footwear, and accessories (10%) after the pandemic. Appliances (e.g.TV, WM, refrigerators, etc.) also saw notable shopper spending increase at 9%. E-commerce giant Amazon is also ramping up its product range for the festive season. “Together with thousands of small &amp; medium business and brand partners, we continue to offer our customers the widest selection, convenience, and fast delivery. We are humbled by how millions of Indian customers have made us a part of their daily lives. Also, customers continue to believe that online shopping is the safest way to shop which has been reflecting in all the recent events of Amazon like Prime Day 2021, Great Freedom Festival, Rakhi Store, Onam store and so on. This festive season is not a normal one for reasons we all know and our success metric would be focused on how we can make our sellers successful. Customers can look forward to shopping from a wide selection of products across categories like Home &amp; Kitchen, Fashion &amp; Beauty, Appliances and Smartphones, Grocery essentials and more from the comfort and safety of their homes," said an Amazon India spokesperson. This growth trajectory of e-commerce platforms in India testifies how customers are increasingly recognising the importance of comfort shopping within closed doors, and after seeing their businesses take a plunge in the first three months of the lockdown, more and more sellers are also coming online.

This festive season, e-commerce platforms are betting big on Tier II and III markets, which are likely to contribute $150 million to e-commerce growth this year

<ul><li>The last few years, with the additional changes the pandemic brought, have seen a tectonic shift in retail and the way brands are reaching their consumers. </li><li><keyword id="186599" type="General" weightage="20" keywordseo="krishna-iyer" source="Orion">Krishna Iyer</keyword>, Head of Agency, Twitter - India writes how the status quo is being questioned and past growth no longer guarantees future success. </li><li>He discusses how new and upcoming brands across categories have digitally acquired an audience through innovative digital communication and have carved a space for themselves in the market.</li></ul>25+ TV brands. 100+ headphone brands. 250+ mobile phone brands. Let this sink in for a minute. These are the number of brands that India has for the respective categories mentioned and this number is growing with each passing year. Henry Ford definitely didn’t see this happening 110 years after he said ‘any customer can have a car painted any colour that he wants, so long as it is black’. As a consumer we probably remember 2-5 brands in each category. Yet, this doesn’t seem to dissuade new entrants from finding ways to disrupt the category, shift share of voice and throw their hat in the ring. Technology, access to capital, a growing consumer base with high disposable incomes and larger than life ambitions have fuelled entrepreneurship and birthed these new brands. The status quo is being questioned and past growth no longer guarantees future success. Disruptors are changing the game and going beyond competitive prices and swanky showrooms. Their strategies are based on a deep understanding of what the consumer of tomorrow is going to look like and what the product needs to evolve into. Lessons from Direct-to-Consumer (D2C) The last few years, with the additional changes the pandemic brought, have seen a tectonic shift in retail and the way brands are reaching their consumers. Direct-to-Consumer (D2C), which started at a slow pace years ago, is poised to be a $100b market by 2025 [Source: <a href="https://www.kalaari.com/wp-content/uploads/2021/08/uniquely-india.pdf">Uniquely India: Digital Opportunity</a>, Kalaari Capital]. Over 600 D2C brands operate in India across industries like F&amp;B, beauty, apparel, lifestyle, electronics and more, serving consumers directly without any middlemen. A lot of these brands are riding the way of quirkiness, personalisation and rarity. The fact that these brands are not available at every store nor are abundantly visible, gives them a halo of exclusivity and drives conversation. There is effective use of content, social advertising through stand-out creatives, influencer collaborations, alignment with events or social communities where the quality and relevance of the audience is more important than the quantity. The ability to talk directly to their consumers is a win-win on both sides of the balance. Successful and growing D2C brands like <keyword id="4548811" type="General" weightage="20" keywordseo="mamaearth" source="Orion">Mamaearth</keyword> (<a href="https://twitter.com/mamaearthindia?lang=en">@mamaearthindia</a>), boAt (<a href="https://twitter.com/RockWithboAt">@RockWithboAt</a>), Bewakoof (<a href="https://twitter.com/bewakoof">@bewakoof</a>), <keyword id="7433188" type="General" weightage="20" keywordseo="sugar-cosmetics" source="Orion">Sugar Cosmetics</keyword> (<a href="https://twitter.com/trySUGAR">@trySUGAR</a>) have proven that the right cocktail of product, digital penetration and consumer engagement can create potential industry disruptors fairly quickly, and give established brands a run for their money. Building a stand-out brand A disruptor brand analyses the what, how and why of any communication it puts out to ensure that the brand's voice does not drown in the deluge of marketing messages a consumer gets every day. Whether it is an OTT like <a href="https://twitter.com/ahavideoIN/status/1438460476480909312">Aha Media</a> using local language and regional targeting to ensure relevancy, or a consumer electronics brand <a href="https://twitter.com/RockWithboAt/status/1412706381682012163">boAt</a> aligning itself with a ‘disruptor’ of India’s most loved sport, or an investment advisory like <a href="https://twitter.com/TejiMandiApp/status/1412755731170791424">Teji Mandi</a> keeping it simple but effective and focussing on the finance &amp; business audiences. The results of such brands focussing on being quick, content-first and deliberate is evident. <a href="https://twitter.com/RockWithboAt">boAt</a> recorded a 550% YoY growth and was the #1 brand in the truly wireless hearables market for Q1’21; <a href="https://twitter.com/trySUGAR">Sugar Cosmetics</a> crossed INR 100 crores of turnover and grew 80% YoY between 2019 &amp; 2020 whilst also having over 10,000 retail points with a focus on omnichannel; and <a href="https://twitter.com/bewakoof">Bewakoof</a> has catered to over 40 lakh customers till date. Choices legacy brands must make to stay relevant Legacy brands cannot be written off especially if they are nimble, forward thinking and relatable. They have the advantage of a vast repository of experience, people, partnerships and resources to mine, which if used effectively can enable legacy brands to be as ‘connected’ as any new successful disruptor brand. A legacy brand too when it launched, rose due to the uniqueness that it established back in time. To succeed, it will have to find that new ‘disruption’ within its large multi-dimensional machinery to ensure freshness and carve out the next phase of growth with a new set of consumers. The road ahead is nothing short of a turf war in a classic western movie. Disruptor brands will fight to exist and legacy brands will fight to dominate. Legacy has no meaning if there is no past, present and future. The disruptors are here to challenge that.

The rise of disruptors: how new age brands are challenging the status-quo

<ul><li>The pandemic and lockdown period has brought many new learnings for all businesses, and e-commerce has undoubtedly been one of the sectors with the biggest takeaways.</li><li>As we enter a new year, we reached out to e-commerce platforms to understand what role it would play in 2022.</li></ul>The e-commerce segment has been witnessing a good growth over the last few years and has been showing no signs of slowing down in India. And why would it? Hasn’t shopping become so much easier now? We can buy anything, from groceries and perfumes to expensive jewellery, from the comfort of our homes. The pandemic further brought fundamental and long-term changes in the way people shop and make their purchase decisions. It has accelerated the industry’s growth in the country as historically offline shoppers also downloaded ecommerce apps onto their phones to shop from within the safety of their four walls. The past year and a half has brought millions of new e-commerce users, including from smaller cities and towns who now are comfortable with buying online. The industry has witnessed an uptick of 77% between 2020 and 2021 and Tier II, III cities are transacting more than ever, said a recent report by Bobble AI. This trend has pushed e-commerce platforms to embrace a wide range of regional brands and local sellers, which offer a compelling value proposition to consumers. With increasing internet penetration, e-commerce players are expecting new growth from Tier II, III and beyond, which will cumulatively contribute to $150 billion of e-commerce as per RedSeer Consulting’s report. The Indian market is expected to surpass the US to become the second-largest e-commerce market in the world by 2034, revealed another <a href="https://www.ibef.org/industry/ecommerce-presentation">report</a>. It is poised to reach US$99 billion by 2024 from US$30 billion in 2019, expanding at a 27% CAGR, with grocery and fashion becoming the key drivers of this incremental growth. As we enter a new year and e-commerce further expands its presence deeper into the country, we speak to a few e-commerce platforms to discuss what lies ahead, where would the second phase of growth come from and trends that would dominate the industry. Here’s what they had to say: <keyword id="1922572" type="General" weightage="20" keywordseo="manish-taneja" source="Orion">Manish Taneja</keyword>, Founder and CEO <keyword id="1688931" type="General" weightage="20" keywordseo="purplle-com" source="Orion">Purplle.com</keyword>: The year has witnessed major growth in the beauty ecommerce industry, ushering in the next year with great potential. In 2022, the emergence of virtual reality tools will fuel the industry. Offering virtual beauty experiences that seamlessly merge with an omni-channel approach will be the norm. Over the next year, we at Purplle will invest heavily in technology and data science advancements to further personalize customer experience. Natural, transparent beauty products, effortless shopping with shorter delivery times, data-based product development, and value-driven experiences, are some of the other trends that will emerge in 2022. Bharati Balakrishnan- Country Head and Director, Shopify India: The Indian ecommerce market will continue to evolve in 2022, with D2C brands taking centrestage, driven by growing consumer demand and local brands increasingly making ecommerce a priority. On the one hand, the new shopping habits formed over the past 18 months will become an important factor: consumers have embraced online shopping and are actively choosing small, independent brands. This means that D2C brands are here to stay, and we anticipate the emergence of a new generation of proudly Indian brands across food, fashion and lifestyle. Simultaneously, traditional brands and retailers who dominate offline are evolving to meet the demands of the new consumer - they are building to provide a consistent experience to their consumers across online and offline, and would like to use their own online stores to truly extend their brand promise to existing and new customers. It’s an exciting time to be a consumer brand in India Amit, CEO, <keyword id="9798181" type="General" weightage="20" keywordseo="olx-autos-india" source="Orion">OLX Autos India</keyword>: Rise of the prosumer: The many faces of personalisation With the majority of buyers now clearly preferring online shopping over the traditional format of in-store purchasing, the new trend is inclined towards the forward-thinking, influential and proactive prosumer. Personalisation of the products according to customers preference will be key in 2022. E-commerce marketers will need to integrate personalizing products through advanced technologies in order to provide tailor made and seamless customer experiences. In a cookie-less world, contextual marketing has reared its head in a big way. Targeting consumers has come of age - from category, to keyword, to semantic contextual targeting, now. Many more trends like crypto payments, and dynamic pricing will grow for pure-play retailers. But it is personalization for the prosumer that will chart the way forward. <keyword id="2227756" type="General" weightage="20" keywordseo="prabhkiran-singh" source="Orion">Prabhkiran Singh</keyword>, Founder CEO, Bewakoof: Live video commerce, Virtual trial rooms (or AR/VR driven fit assists), customized lifestyle products and 3D animated UX interactions are the key trends we expect to disrupt shopping experience in the coming year. Video or content commerce would be largely driven by influencer or user generated content. To drive scalability, there will be multiple SAAS companies launching solutions to simplify handshakes between brands and influencers in content acquisition, ingestion and performance driven payments space. Early movers in the space are Myntra Studio, <keyword id="8861782" type="General" weightage="20" keywordseo="trell" source="Orion">Trell</keyword> and Bewakoof Bshots. With large VC investments going into the Web 3.0 and metaverse space, a lot of the product cataloging problems around accurate sizing or fit assessment would become more trivial. We will see brands launching virtual trial rooms, 3D product shoots and fit assistants to bridge the gap between online and offline shopping experience. 3 out of 10 customers who shop on our platform would like to customize their product design and sizing. We see this as a growing trend that multiple brands will adhere to in the coming year. 3D and animated content will become a UX trend in the consumer internet industry. Animations used to be a hindrance to many designers and developers as they may slow the loading speed of websites or apps and it is data consuming. With 5G scaling up and 4G becoming a norm across the country, designers will chose to use more animations. Kashyap Vadapalli, Chief Marketing Officer &amp; Business Head, <keyword id="864887" type="General" weightage="20" keywordseo="pepperfry" source="Orion">Pepperfry</keyword>: ‘MarTech’, which essentially means amalgamation of marketing with technology, is the future of commerce where brands will run marketing in a digital and connected ecosystem to offer an immersive experience to their customers. With the advancement of technology in marketing, consumers are constantly looking for an enhanced buying experience. Thereby meaning, from 2022 onwards we will witness more technology integrated experiences like development of offline Virtual Reality shopping rooms for consumers. Since VR offers an immersive 360-degree perspective, products in virtual design, especially big-ticket items like furniture can be easily a luscious offering for customers who want an interactive experience with the product before making the decision, therefore, simplifying the buyer’s journey. Going forward, I believe, Martech will play a dominant role in the strategic priorities and investments of brands, pushing marketers to embrace digital operations and integrated customer experience. <keyword id="12792513" type="General" weightage="20" keywordseo="shubh-darpan" source="Orion">Shubh Darpan</keyword>, VP- BI &amp; Analytics, Cashify: From the trends we have seen over the past couple of years, we at Cashify believe that the demand for refurbished mobiles is here to stay. It started with the pandemic and subsequent lockdowns when having a mobile became a necessity. Refurbished devices such as smartphones, laptops, tablets, etc. were seen to be preferred by the Indian consumer. Mainly because of the economic aspect of it, the refurbished market has seen an upward motion in India. Moreover, with the shortage of chipsets, there have been fewer smartphone launches in recent times. This too has been a factor in pushing consumers towards refurbished mobiles. Refurbished smartphones offer an optimal and sustainable solution to today's tech-dependent world and we can see it going a long way. Gitanjali Saxena, Business Head - Global Luxury, Tata CLiQ Luxury <div type="image" title="Gitanjali Saxena, Business Head - Global Luxury, Tata CLiQ Luxury" msid="88446509" hostid="261"></div> Inherently, shopping is a social experience. As people continue to spend an increasing amount of time online and on social media, online shopping, which witnessed a huge boost because of the pandemic, is now also becoming social. Social shopping, which is already booming in countries like China, has been gaining momentum in India and will be a leading trend in the coming year. Engaging and immersive formats of selling, such as live commerce, will be at the forefront. In addition, AR and VR will play a crucial role in enhancing the online shopping experience, enabling more personalization, and targeting niche customers. Some of the biggest brands in the luxury fashion and beauty industries are working closely with social media platforms like Instagram and Snapchat to leverage their capabilities of live streaming, in-app shopping, and augmented reality to offer an experience that every luxury customer desires. Snapchat has harnessed the power of technology and introduced an augmented reality lens that allows for a virtual try-on of products. Convenience, personalization, and a sense of community are some of the drivers fuelling the growth of social shopping. The advancement of technology is unlocking a slew of exciting opportunities in social shopping, including user-generated content, virtual product try-ons, direct interaction with brands and peers, and instant gratification. E-commerce platforms will reimagine their strategy to integrate social shopping elements by introducing innovative and engaging formats to bolster their reach and engagement with customers. With social shopping, e-commerce platforms can revolutionize the way people shop on their platforms by presenting a new way of shopping.

Ecommerce: The trends to watch out for in 2022

<ul><li><keyword id="193300" type="General" weightage="80" keywordseo="cartoon-network" source="Orion">Cartoon Network</keyword>’s <keyword id="3113" type="General" weightage="100" keywordseo="tom" source="Orion">Tom</keyword> and Jerry have been a spark in everyone’s lives since the 1940s.</li><li>Even today, you can have a hearty laugh and be glued to the screen enjoying the love-hate riddled camaraderie between this lovable duo.</li><li>As this iconic duo turns 82 today, we catch up with Cartoon Network's <keyword id="108258" type="General" weightage="20" keywordseo="abhishek-dutta" source="Orion">Abhishek Dutta</keyword> to talk about its evolution in India, how the network had benefitted from this property over the years and what today’s kids expect from their cartoon shows.</li></ul>It was around 20 years ago that my grandmother, who was around 68-year-old then, and I would watch Cartoon Network’s The <keyword id="13138406" type="General" weightage="20" keywordseo="tom-and-jerry-show" source="Orion">Tom and Jerry show</keyword> together. She only knew one language but language was never a problem when it came to this show. I would come back from my school, keep my bag aside and just sit glued to the television for another 30 minutes in my uniform. This iconic cartoon show has managed to cut across age groups and language barriers. We would watch it on repeat, even though we always knew that Jerry, the mouse, would get away with his shenanigans and fool Tom. Jerry, a true trickster, delights in setting Tom up to bear the consequences of chaos caused by him, often with a wink at the audience to let them know they’re in on the joke too. Even today, the 82-year-old duo Tom and Jerry connects with its viewers on an emotional level and reaches out to the inner child in us that lived in a happier universe. Last year, when the COVID cases plummeted and the theatres were open during the festive season, ‘Tom &amp; Jerry: The Movie’ was released in India after a lot of contemplation. However, it outperformed at the box office, grossing nearly Rs 8 crore in terms of ticket sales, and was amongst the top-performing Hollywood family film/animation film in India in 2021. It was released across 1,000 screens in English, Hindi, Tamil and Telugu. It was only in 1995 that the channel Cartoon Network made its entry in India with dual feed. Cartoon Network operated from 5:30 am to 5:30 pm and Turner Classic Movies took up the remaining schedule. Soon after the launch, Cartoon Network started airing Tom and Jerry amongst other international shows, and the rest, as they say, is history. In 2001, Cartoon Network became a separate 24-hour channel and the show Tom and Jerry became an inseparable part of its legacy. As this iconic duo turns 82 today, we caught up with Cartoon Network's Abhishek Dutta to talk about its evolution in India, how the network has benefitted from this property over the years and what today’s kids expect from their cartoon shows. <div type="Video" msid="89457743" hostid="261" title="How the iconic Cartoon Network duo Tom and Jerry has managed to stay relevant over the years" dataSource="BUSINESSINSIDER" thumbUrl="https://denmark.timesinternet.in/cmslite/api/app/images.jpg?msid=89457743"></div> The secret behind keeping an iconic cartoon show relevant for today’s audience Today, kids have plenty of choices when it comes to content consumption. Dutta said that it is important to explore imaginary worlds that could also be a window to real-life examples, to stay relevant. So what makes Tom and Jerry relevant today? Dutta said, “So, for kids, the shows that they see on television, are basically an escape from the real world. This is where they come to have some enjoyment and fun. So over a period of years, Tom and Jerry has evolved to incorporate everything in our environment or whatever changes we have seen outside. Tom and Jerry, as characters, have seen so many setups; we have seen a lot of episodes in the house that they stay in, but even beyond that -- they have gone into space, they have gone into multiple outings. And this evolution of Tom &amp; Jerry with the time has actually kept the audience open throughout its history and that's how it maintains its popularity even today. Apart from this, even on our consumer products front, there are more than 1000 SKUs of Tom and Jerry consumer products in India across different categories.” Keeping pace with this evolution in the landscape, content creators and kids’ entertainment broadcasters are developing concepts, characters and themes that echo with local audiences while retaining their global appeal. So, to stay ahead of the curve, Cartoon Network gave a glocal twist to Tom and Jerry two years ago. “In 2020, we did something different with the show and added a commentary to Tom and Jerry. The reason for adding this commentary was that children have a very short attention span. So if they miss anything while viewing the show, that commentary keeps them hooked to it. And that did amazingly well for us. In fact, the first week that we relaunched the show with the commentary, it became the number one show in the category. Even today, Tom &amp; Jerry contributes substantially to our Cartoon Network channel and is loved by millions of our fans on the network,” shared Dutta. The show is dubbed in Hindi, Tamil and Telugu today. To up its glocal game, Cartoon Network is also bringing a new series ‘Tom and Jerry in New York’ to India during the summer holidays. Telling us how Tom and Jerry cuts across different age groups, Vikram Sharma, Head of Consumer Products, Advertising &amp; Partnerships, WarnerMedia India, Southeast Asia and Korea, said, “A testament to the widespread admiration of Tom and Jerry is that it remains the most popular Kids Consumer Products animation IP for WarnerMedia. Young and adult fans of the franchise in India have more than 1,000 SKUs of Tom and Jerry consumer products to love and own. The sheer diversity of the products available, spread across verticals such as fashion, accessories, toys, collectibles, puzzles, and stationery, proves the global phenomena that the characters are. In India alone, there are several key partnerships including Reliance Retail, Myntra, Flipkart, TheSouledStore.com, Bewakoof.com, Campus Footwear, Funskool, Bata (Pak), Hamilton, amongst others, that offer Tom and Jerry collection, reinforcing the IP’s fan-following.” To celebrate this lovable slapstick comedy’s anniversary, Cartoon Network India is airing new episodes of ‘Tom and Jerry Tales’ this week from 10:30 am onwards. The show is co-powered by Complan and Alpenliebe Gold and has onboarded Policy Bazaar and Parle Milk Shakti as associate sponsors. To add to this week-long extravaganza, Cartoon Network has also planned on-ground promotions and fan engagement in Pune and Mumbai malls.

How the iconic Cartoon Network duo Tom and Jerry has managed to stay relevant 82 years after it was first aired

<ul><li>The company, which is a part of the startup world’s new favourite term – Dukaantech, helps Indian businesses go online and was launched at the peak of the pandemic. </li><li>Dukaan co-founder and CEO Suumit Shah, in an interview with Business Insider, talks about the growth he had never expected out of an app they had launched on a whim. </li><li>Dukaan is live on the Play Store again after being banned for over a month after a legal battle with <keyword id="7598194" type="UNKNOWN" weightage="20" keywordseo="khatabook">Khatabook</keyword>.</li></ul>For the barely eight-month-old Dukaan, it’s been a crazy ride. In just eight months, the startup has garnered millions of users, millions in funding, and landed in a soup with a legal battle with Khatabook. The company, which is a part of the startup world’s new favourite term – Dukaantech, helps Indian businesses go online and was launched at the peak of the pandemic. Dukaan opens Dukaan co-founder and CEO Suumit Shah, in a candid chat with Business Insider, talks about the growth he had never expected out of an app they had launched on a whim. During peak lockdown, Shah got a text from a Jockey outlet with a PDF file with all their items listed, and the text read that you can place your order on WhatsApp and they’ll deliver. This brought up two questions on Shah’s mind – why aren’t they using platforms like Shopify, what happens when they get over 50 orders or how will they keep track of them all. At this point, Shah was building a company called Rank, which had a tool that lets you know where your business stands on Google Search and other metrics. “We took a look at the market and decided to build an app that will make it easier for businesses to build their inventory. We built the app in two-three days and immediately started getting a lot of calls,” Shah told Business Insider. As the calls kept coming in and feature requests kept piling up, they realised that small businesses have their ways of creating catalogues and have different metrics. “People were doing anything to get back into the business,” Shah said and added that they found takers in people who were earlier opposed to online. Within a week, they had 25,000 orders, and by November, they had over 2.7 million stores created through their platform, which have processed a cumulative ₹100 crore in Gross Merchandising Volume (GMV). The legal battle with Khatabook For Dukaan, the fast-tracked growth hasn’t come without legal woes. The Khatabook-Dukaan legal battle became the talk of the town, as the former accused Dukaan of copyright infringement over the source code of the application. Khatabook was also running its own app called Dukaan by Khatabook. After an intense battle in court, Dukaan was ordered to take down its app from all platforms, including <keyword id="6369511" type="UNKNOWN" weightage="20" keywordseo="google-play-store">Google Play Store</keyword>. In an out of court settlement, Khatabook and Dukaan resolved the issue with <a href="https://entrackr.com/2020/11/khatabook-and-dukaan-resolve-issues-out-of-court/">Khatabook getting nominal equity in Growthpond </a>(Dukaan’s parent company). And after all that, Dukaan is now live on the Play Store again. Shah looks back at the entire legal battle and says that it has indeed been a roller coaster ride. “The issue isn’t there anymore, they allowed us to use the name Dukaan, and they’ll keep running their app; we will run ours. India is a huge market, and ultimately, the best product will win. These products need the hour, so the user will rely on the product, which helps you and gives you the output. For example, even when Paytm existed and had so many businesses, Khatabook came and created its own segment. Exactly that way, we have our own space and impact we are creating,” said Shah. Cashing in big cheques in a short time Dukaan has been one of those rare startups that has received significant funding within a month of its launch. While there are <a href="https://entrackr.com/2020/10/exclusive-dukaan-app-removed-from-play-store-after-court-relief-to-khatabook/">theories about the financing</a>, Shah says the money came their way because of the popularity of the product. “In one week, we were trending on top on the Google Play Store, investors were looking at that, and we got a lot of inbound calls. On the first call, we had a term sheet of $17 million. By the end, we had four term sheets on the table, and we had to choose who to go with,” he said. Dukaan has raised $6 million in seed funding co-led by Matrix Partners India and Lightspeed India Partners. The round also saw participation from angel investors like Haresh Chawla (Founding CEO Network18, Viacom18), Ryan Hoover (Founder, Weekend Fund and Product Hunt), Jitendra Gupta (Founder, Jupiter), Shashank Kumar (Founder, Razorpay), Sandeep Tandon (Founder, Freecharge), Prabhkiran Singh (Founder, Bewakoof.com), and Kunal Shah (Founder, Cred). But while Shah believes they aren’t growing too fast, he admits he never expected this coming. “In the beginning, a friend of mine knew someone who was a distributor for a big FMCG company. He gave me the deal that he will onboard 15000 stores and give me a 5% stake. I thought about the order; I actually considered it until I got 25,000 orders in a day. So I wasn’t expecting these numbers – the reality has been much better,” said Shah. “The kind of users were also not expected – people selling bakra on eid, panditji selling satyanarayana pooja ka saaman, these are things I hadn’t expected,” he added. But now, there’s a lot more to do Dukaan is back on the Play Store after being down for over a month, which means they have lost out on many incoming users. However, Shah claims that even while they weren’t on the Play Store, they have managed to remain a market leader as they helped the existing users. “By the end of March 2021, having 15 million merchants is what we are trying to achieve,” said Shah. And they are also coming up with new features to support merchants. “Right now, the basic app digitizes the business. The questions merchants have is how do I get more business. We will build small marketing tools that will help our users market their business — for example, WhatsApp stories. We have built a small tool where you can design WhatsApp stories and display your offers. The next funnel is how do we make sure the sellers get more reach. Online payment functionalities is another thing we are working on,” he shared. While Shah claims they made $1200 on day one, the focus is now not on revenue but on building the business. SEE ALSO: <a href="https://www.businessinsider.in/business/startups/news/white-hat-jr-gets-a-partial-gag-order-against-pradeep-poonia-who-now-has-to-defend-a-hacking-charge-as-well/articleshow/79365073.cms">White Hat Jr gets a partial gag order against Pradeep Poonia who now has to defend a ‘hacking’ charge as well</a> <a href="https://www.businessinsider.in/science/health/news/oxford-and-astrazeneca-covid-19-vaccine-is-70-effective-and-india-may-authorise-emergency-use-after-uk-nod/articleshow/79365393.cms">Oxford and AstraZeneca COVID-19 vaccine is 70% effective — India may authorise emergency use after UK nod</a>

INTERVIEW: Dukaan CEO gets candid about the clash with Khatabook now that the app is back on Google Play Store – aims for 15 million shops by March

<div class="KonaFilter image-container display-table"><div><div class="image on-image"><a href="https://unsplash.com/photos/mtOMSpOWxRI">Bewakoof.com Official</a></div></div></div><ul><li>We don't all have good excuses to get out of exercising.</li><li>But some people are actually "allergic" to working out.</li><li>It is called "exercise-induced anaphylaxis," and affects about 2% of people.</li><li>Doctors think having an intolerance to certain foods combined with physical exertion causes an allergic reaction.</li></ul> Sometimes when I exercise, I get hives on my arms or the back of my legs. It's a bit like when I go near a horse and get an allergic reaction, but without the itchiness and inability to breathe.This puts me on the lower end of the spectrum of having "exercise-induced anaphylaxis," or EIA. It's basically an allergy to exercise, and it <a href="https://www.ncbi.nlm.nih.gov/pmc/articles/PMC3020292/" target="_blank" rel="noopener">affects about 2% of the population</a>.It most often happens after vigorous physical activity like jogging, tennis, dancing, and bicycling. But lower levels of exercise such as walking can also cause a reaction.My EIA isn't severe enough to make me stop running, but for other people it can be. In some rare cases, it can even be deadly.It's quite similar to other allergies, which differ in severity from person to person. During an allergic reaction, your immune system makes antibodies - proteins in the blood that fight bacteria and foreign bodies. When someone with EIA exercises, antibodies are produced to fight against something, even though they aren't needed.Antibodies release several different immune system chemicals, such as histamine, which cause allergy symptoms like a runny nose and inflamed skin.EIA symptoms include hives, flushing, wheezing, and sometimes digestion problems. If you keep exercising when it occurs, your reaction could get more severe, such as throat closing, or low blood pressure, which can lead to circulatory failure.That all sounds pretty scary. And it's the main reason I still take my inhaler to the gym, even though I haven't really needed it for several years.<h2>It might be caused by your diet</h2>Doctors don't always know what causes it.In many cases, people experience a subset of EIA called <a href="http://www.jacionline.org/article/0091-6749(83)90070-2/pdf" target="_blank" rel="noopener">food-dependent exercise-induced anaphylaxis (FDEIA)</a>. This is when you exercise soon after eating a specific food, and it causes a reaction.You might not usually have any allergic symptoms when you eat the food normally, but something about the combination of physical exertion and the food sets off your immune system.<a href="https://emedicine.medscape.com/article/886641-overview?pa=2r7QY0E2NhZeeOD1IQgcQhNRvMd6EYspAdLOcgbMPj4A7rkWFoEDLkFa25YRLjsbyzEwb5wH4qu0QYsZx6WB%2BysFovC7sre62KO%2Fim3hebs%3D" target="_blank" rel="noopener">According to Medscape</a>, the most common foods linked to FDEIA are wheat, shellfish, tomatoes, peanuts, and corn. But other foods have been reported to have an impact too, like meat, fruit, seeds, milk, soy, lettuce, peas, beans, and rice.It might not be as simple as avoiding these foods, though, as there is also a nonspecific form of FDEIA, where eating any food before exercise can kick off a reaction.There's also a chance it is something you're breathing in, such as dust mite debris, or mould spores.<h2>It probably won't go away</h2>Unfortunately, the only way to prevent EIA is by exercising at a lower intensity. Or, you can change the type of exercise you do, as swimming hasn't been associated with EIA.If you suspect food is inducing the reaction, the medical recommendation is to stop eating six to eight hours before exercising. Very hot or cold weather can also worsen the reaction, so avoid working out during those times.Depending on the severity of your reaction, it might also be a good idea to see a doctor and get an Epipen, which is filled with emergency injectable adrenaline (epinephrine) that stops the reaction. <div class="margin-top"> <h3>NOW WATCH: <a href="http://www.businessinsider.com/credit-card-personal-finance-money-debt-jean-chatzky-2017-2">I'm a 34-year-old who has never had a credit card - and it's the worst financial decision I've made in my life</a></h3> <div> </div> </div>

Some people are actually allergic to exercise - this is what it's like and why it happens

I recently received a mail titled ‘Hi from Abhiraj, Co-founder at <a href="http://www.businessinsider.in/searchresult.cms?query=UrbanClap&amp;sortorder=effectivedate">UrbanClap</a>!’ Suspicion sets in. Is he bashing me for negative coverage? I don’t remember any. Does he want to be-friend me? I’m no celeb. 
 Turns out its clever <keyword id="575288" type="UNKNOWN" weightage="80" keywordseo="e-mail-marketing">e-mail marketing</keyword> - an automated message sent to probably thousands of <a href="http://www.businessinsider.in/searchresult.cms?query=UrbanClap&amp;sortorder=effectivedate">UrbanClap</a> subscribers. 
 
Don’t jump to close your browser tabs now, hang on. 
 
It’s the first time I remember reading a mail like that from an Indian <a href="http://www.businessinsider.in/searchresult.cms?query=startup&amp;sortorder=effectivedate">startup</a> worth over $100 million. Quirky Indian startups like Happily Unmarried and Bewakoof.com have also been sending out personalized e-mails. 
 
<a href="http://www.businessinsider.in/searchresult.cms?query=Airtel&amp;sortorder=effectivedate">Airtel</a> customers have been privy to mails from CEO <a href="http://www.businessinsider.in/searchresult.cms?query=Gopal+Vittal&amp;sortorder=effectivedate">Gopal Vittal</a>. Only last year the company sent out mails, explaining the call drop phenomenon. 
 
Marketing e-mails from <a href="http://teamtreehouse.com/" target="_blank">Treehouse</a> co-founder <a href="https://twitter.com/ryancarson" target="_blank">Ryan</a> are fun and personal. 
 
E-mails are sent ‘from’ Ryan's email address, and the content is always personalized. The subject lines are creative. What more, if you reply to the mail, you'll even get a prompt response from Ryan himself. 
 
Adding a personal element to marketing emails helps. No one enjoys feeling like they're being marketed to. Most email tools allow you to enter short-codes that will be replaced with the recipient’s name when the email is sent out. 
 
In a day and age where consumers are bombarded with marketing messages, and it’s getting harder to get their attention, being impossible to miss without being annoying can take you a long way. 
 
In fact, according to an <a href="http://blog.hubspot.com/blog/tabid/6307/bid/31634/A-B-Testing-in-Action-3-Real-Life-Marketing-Experiments.aspx" target="_blank" title="A/B test conducted by our own marketing team">A/B test conducted by the marketing team </a>at HubSpot revealed that emails sent by a real person are more likely to be clicked on than emails sent from a company name. 
 The opportunity is for marketers to use the capabilities that are unique to <keyword id="2410330" type="UNKNOWN" weightage="80" keywordseo="Marketing-automation">marketing automation</keyword> to make their email more conversational and relevant. This would include behavioral targeting, strategic metrics and multi-step cross-channel conversations. 
 
If <a href="http://www.businessinsider.in/searchresult.cms?query=marketing+automation&amp;sortorder=effectivedate">marketing automation</a> is used to its fullest, it can become a full-blown engagement-orchestration tool, enabling you to listen to consumers’ unique needs and deliver what they really want. No Indian startups have got to that. 
 
We’ve all received messages in our inbox, only to mark it as spam or completely ignore it. Grabbing your audience’s attention doesn’t necessarily mean your calls to action yell “Click me!” 
 
Me? I sleep happy knowing you would at least click on this article. You see, that’s the hook. 
 
<a href="https://i.ytimg.com/vi/VG49lz5rO4s/maxresdefault.jpg">Image Source</a>

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