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The week gone by saw markets gain on three of the five trading sessions, yet they lost considerable ground. The start of a new September futures series was also a mixed bag with the series beginning with a bang but by end of day turning out to be just about positive. BSESENSEX lost 812.28 points or 1.36 per cent to close at 58,833.87 points while <keyword id="6354813" type="General" weightage="80" keywordseo="nifty" source="Orion">NIFTY</keyword> lost 199.55 points or 1.12 per cent to close at 17,558.90 points. The broader indices saw BSE100, BSE200 and BSE500 lose 1.00 per cent, 0.85 per cent and 0.65 per cent respectively. BSEMIDCAP gained 0.61 per cent while BSESMALLCAP was up 0.85 per cent. The Indian Rupee lost 6 paisa or 0.08 per cent to close at Rs 79.86 to the US Dollar. Dow Jones had a torrid week and was under pressure. It lost on three of the five days and Friday was literally a meltdown when it lost just over 1,000 points. It lost 1,008.38 points after <keyword id="45672" type="General" weightage="80" keywordseo="fed" source="Orion">FED</keyword> chairman <keyword id="1727754" type="General" weightage="80" keywordseo="jerome-powell" source="Orion">Jerome Powell</keyword> reiterated that they are on track to reach interest rates of between 3.75 per cent - 4 per cent by the end of the calendar year. This means that the next hike in September would be 75 basis points and the next one in November may bring a 50-basis points hike. The last and final meeting in December would decide where interest rates end at the end of the year. Currently interest rates in the US are in the range of 2.25-2.50 per cent. This statement by Powell, caused markets to plummet as over the last fortnight they had built in a softer rate hike. The impact of what happened in the US on Friday will be felt over the world when they resume trading on Monday. Our markets are closed for a holiday on Wednesday the 31st of August on account of Ganesh Chaturthi, the day when Lord Ganesh is brought home. It used to be a celebration in just Mumbai and Maharashtra, but is now a national event. This would break trading momentum and being a mid-week holiday, any meaningful rally would be difficult to sustain. In primary market news, it was a blockbuster Friday with one listing and one issue closing for subscription, and both doing very well. The listing from Syrma SGS Technology Limited which had issued shares at Rs 220 closed day one at Rs 313.05. The script gained Rs 93.05 or 42.5 per cent. The share saw robust trading and it was a little surprising that at the end of the day, no names were reported of people who had bought the stock. The issue from Dreamfolks Limited which had tapped the markets with its offer for sale of 172.42 lac shares in a price band of Rs 308-326 closed. The issue was open from Wednesday the 26th of August to Friday the 28th of August. The issue was subscribed 56.67 times with QIB portion subscribed 70.53 times, HNI portion subscribed 37.66 times and Retail portion subscribed 43.60 times. The issue got a favourable rub-off from the subscription and performance of Syrma SGS. Whether this replicates in future issues would be something that would be keenly watched. Issues to open from 1st September would see a change in the way money gets blocked against bids made through brokers. It was witnessed in almost all issues over the last 12 months, that investors bid for shares on the last day and then took a call depending on the final subscription whether they would block their money against the bid or allow the same to lapse. This saw many IPOs which were subscribed to actually end as undersubscribed and getting bailed out by reducing the offer for sale component. In the case of one issue, the merchant bankers had to contribute to the shortfall through the underwriting agreement. This would no longer be possible. It would be interesting times at the markets. Coming to the week ahead, we have a mid-week Wednesday trading holiday which would break the momentum. The previous week's top of 60,400 and 18,000 would act as very strong resistances on any upside that the markets make while levels of 58,200 and 17,400 would act as immediate support. However, if markets break these support levels, we would have another sharp fall of maybe another 2 per cent in the benchmark indices happening rapidly. The new support could then be around 17,000 on NIFTY and 57,000 on BSESENSEX. The big concern would now be the FED announcement and the fact that the US market which fell 1,000 points on Friday is now becoming a cause for concern. The strategy would be to buy on really sharp dips and sell on any rallies. (Arun <keyword id="6358183" type="General" weightage="100" keywordseo="kejriwal" source="Orion">Kejriwal</keyword> is the founder of <keyword id="715020" type="General" weightage="50" keywordseo="kejriwal-research-and-investment-services" source="Orion">Kejriwal Research and Investment Services</keyword>. The views expressed are personal) SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/news/pyjamas-out-power-suits-in-apparel-and-cosmetic-sellers-gain-as-indians-go-back-to-office/articleshow/93804412.cms">Pyjamas out, power suits in: apparel and cosmetic sellers gain as Indians go back to office</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/india/news/millenial-and-gen-z-couples-want-fewer-guests-at-their-weddings-says-survey/articleshow/93804294.cms">Millenial and Gen Z couples want fewer guests at their weddings, says survey</a>

Markets under pressure and look vulnerable: Arun Kejriwal

<ul><li>While festivals will still be celebrated either virtually or in small groups this year, consumer sentiment has already shown early signs of improvement due to recently concluded Ganesh Chaturthi.</li><li>With a steady monsoon, plump harvest so far and IPL returning, <keyword id="34612" type="General" weightage="20" keywordseo="advertising-industry" source="Orion">advertising industry</keyword> is hopeful that the ongoing <keyword id="36208" type="General" weightage="20" keywordseo="festive-season" source="Orion">festive season</keyword> will bring in cheer and serve as a respite from the pandemic-associated slumber. It will help the ad world bounce back to normalcy.</li></ul>India is the land of festivals and every festival is celebrated with great pomp and joy in this country. While the recently concluded festival of Ganesh Chaturthi, which is otherwise known for its fanfare and grand celebration, was affected due to the pandemic, it has brought in early improvement in consumer sentiment. According to Axis My India report, 42% of families said they will shop more or the same as compared to last year. This gives an indication that there is a sense of cautious optimism and the pent-up demand or degree of revenge shopping that happened last year might not be the same this year. This expected increase in spends is higher among private and government service employees. The spends increase on essentials like personal &amp; household care is at 47%, an increase of 4 percentage point over last month. Consumers are spending a little extra money to spruce their homes now to welcome Maa Durga and then prepare for India’s biggest festival, Diwali. Ergo, brands are pinning a lot of hopes on the festive season this year to help them bounce back. They have started working on their advertising campaigns in full swing to win back consumer trust and help shape the market sentiment. The progress of the advertising industry has always been in tandem with consumer sentiment and about 40-45% of the annual ad spends in India happen between Raksha Bandhan and New Year. In many ways, advertising is a lag and lead indicator for our country -- if the country's GDP is growing at 8%, advertising grows at 12%. If GDP falls, ad revenue falls even lower. In 2020, when ad revenue had reached as low as -60% in April, a lot of hopes are banking on the festive season this year for industry’s overall revival. Mohit Joshi, CEO, Havas Media Group India said, “With the increase in the vaccination numbers and positive market sentiments, the festive period is poised for a stronger, and better recovery from 2020. It is estimated that the festive season will generate advertising upwards of INR 7000 Crore, which is approximately 12-15% higher than last year’s festive season and is expected to provide big support to the growing economy.” This Indian festive season is coupled with IPL, which is a gigantic festival in itself that drives advertising industry’s revenue and holds the power to alter market sentiment. Joshi said that the return of IPL 2021 and a slew of high-impact properties like the ICC T20 World Cup coupled with reality shows like the KBC 13, Bigg Boss 15, Dance+6, and several mega OTT releases will make it a festive bonanza for all stakeholders. Hari Krishnan, CEO, Mullen Lintas is also optimistic about seeing a better recovery than 2020. He said, “Last year, it was cautious optimism. This time around, there seems to be a lot more confidence post-vaccination and the optimism appears to be a lot more reassured. That apart, there are two big cricketing events and that’s definitely going to bring a lot of eyeballs back to television. It’s a great reach platform and something that brands would be eager to be a part of. There’s every chance that this festive season could see a lot of pent-up shopping happening which different categories could benefit from.” Experts said that digital will lead the game as advertisers have been shifting their monies from traditional to virtual platforms. Sahil Shah, Managing Partner, WATConsult said, “I reckon it will be a 60-70% jump in certain categories who will go even more aggressive. And compared to pre-covid levels, overall spends should be 15-20% higher. I think digital invariably will see the maximum percentage-wise growth followed by TV and then other mediums. From a marketing point of view, data-led communication will gain more importance and so will eCommerce investments. Also, marketers are experimenting with newer ways of reaching the consumer through innovative content and experiences which is an area that the overall <keyword id="618493" type="General" weightage="20" keywordseo="digital-marketing" source="Orion">digital marketing</keyword> industry will surely move towards.” <cmsannotation type="cmsannotation" annotationid="Digital media to take lead, followed by TV and print" text="Digital media to take lead, followed by TV and print">Digital media to take lead, followed by TV and print</cmsannotation> Rishabh Mahendru, AVP, Client Servicing, AdLift is expecting to see ad revenue grow by 10%-15% this year. While digital is likely to get the bigger chunk of the pie, he said that Facebook (Instagram), OTT and YouTube will be in lead within that sector. He also said if there’s another lockdown, e-commerce will still continue to flourish. “Time was more uncertain last year, still the e-commerce industry saw a growth of more than 50% festive orders. This year, we should see same or better results,” said Mahendru. On the other hand, Unmisha Bhatt, Chief Strategy Officer &amp; Director, India and MENA Region at Tonic Worldwide said that brands will explore LinkedIn this year. She said, “Innovative campaigns will be seen by brands on LinkedIn considering the rise in engagement by professionals on LinkedIn. High Reach/Awareness platforms like TV and Outdoor will remain a part of the integrated pie and will see the same demand as earlier. However, the platform which will see the most growth over the previous years is digital since its gained relevance.” Sharing a few other trends which we could see in digital marketing, Bhatt added, “Video commerce and live stream shopping is one of the new trends that we will see coming up soon. And remember teleshopping? We will soon see the rise of that on digital too! Seamless user journey and functionalities will emulate the retail environment to ensure consumers don’t miss the retail experiences. This means, technology-based experiential marketing with AR/VR and Mixed reality to ensure consumer recall, as well as engagement, will see a rise too along with experience commerce which enables sales. Conversation commerce will also pick up in the form of chatbots as it leads to faster responses for the impatient consumer.” Digital adoption accelerated by the pandemic has drastically changed the way audiences consume media. This has also paved the way for content creators, bringing them into the spotlight. Prachi Bali, National Head Client Partnerships &amp; Business Head (North), FoxyMoron (Zoo Media) said, “Besides the usual engagement platforms of FB, IG &amp; YT, regional and nano influencers are seeing a great deal of interest. Also, regional and smaller content/publishing platforms are finding their way into media plans. Brands want to build a stronger consumer connect by making the content work harder, multiplied by language and platform, rather than making stand-alone traditional pieces of content. Consumer-facing technologies that drive engagement such as filters, interactive ads, shoppable videos are the trends we will see brands adopt as they all encourage social commerce. ” While brands and advertisers are extra cautious this year to commit big monies on media after 2020 and will be looking at ROI from their media investments, they still want to make hay while the sun shines. Prasad Shejale, Founder and CEO, Logicserve Digital said, “Advertisers will tend to focus on all the possible mediums and attract more and more audiences. I am positive that they will scale up equally across different mediums now and hence, all the mediums are sure to grow. With such a focus, I foresee even the bottom-funnel channels to grow. Looking at consumer behaviour and preferences over the past few months or years, I feel video channel will witness a huge growth as there is a dire need to break the clutter nowadays. When I say video, it will be video in every way whether it is video on demand or on social media or OTT. Having said that, while we know that the advertisers will try to make the most out of the festive season and explore different formats or platforms, a lot of them are also focusing on the right measurement infrastructure that helps them understand the impact properly and also provides useful insights to plan for future activities.” <cmsannotation type="cmsannotation" annotationid="Auto industry, e-commerce and travel to be the big spenders" text="Auto industry, e-commerce and travel to be the big spenders">Auto industry, e-commerce and travel to be the big spenders</cmsannotation> As per the data from Gipsi, (Tonic’s AI and HI research arm), search queries have risen by 3x across categories like online shopping, travel, automobile (specifically SUV’s segment), fashion, and gadgets over 2019. Experts also opined that auto will see a boom because consumers are now avoiding public transport. Other categories that popped up in our discussion were EduTech, E-commerce, OTT and travel. “People have begun travelling, offices are slowly opening up. Traffic is back on the roads and the restaurants are filling up slowly. This year, fashion &amp; accessories, FMCG, Durables, EdTech, FinTech and most of the new e-commerce/online brands should be active. We could see some action from auto sector as well,” said Krishnan. Joshi also shared his optimism about spends from the auto and e-commerce industry. He said, “Automobile, gaming, education, beverages, FMCG, cement, tyres &amp; consumer durables are some of the categories that will re-activate their marketing plans in H2. Given the advertising clutter during the festive period, brands will need to drive awareness and stay top-of-mind throughout the consumer’s purchase and consumption journey.” Apart from these obvious ones, Shejale highlighted that the travel industry, which suffered the most during 2020, has finally started picking up. He said, “Firstly, I am sure travel will revive and has already started picking up. As the travel industry flourishes, the hotel and hospitality will grow too. Apart from these, retail (online as well as offline) will also recuperate and continue to grow.” Trends so far have only indicated that consumer sentiment is improving, which is more likely to continue growing during the ongoing festive season.

Experts are hoping to see the advertising industry generate around Rs 7000 crore, 12-15% higher than last year’s festive season

<ul><li><keyword id="18635" type="CITY" weightage="20" keywordseo="Amazon">Amazon</keyword> US has confirmed that the <keyword id="3492906" type="PERSON" weightage="20" keywordseo="Prime-Day-sale">Prime Day sale</keyword> has been delayed until later this year, making India the first country to host the sale.</li><li>But this also means that Amazon is deviating from its usual strategy of holding the sale on the same days all over the world. </li><li>This can be the first step towards recovery of e-commerce sales after lockdown. </li></ul> Amazon India has announced that its Prime Day sale will take place on August 6 and 7 – a little later than usual. Last year, Amazon had held Prime Day on July 15 and 16. However, even with the slight delay in India, Amazon is actually pushing out its sale in India before it takes place globally. Amazon US has confirmed that the Prime Day sale has been delayed until later this year, making India the first country to host the sale – deviating from their usual strategy of holding the sale on the same days all over the world. “This year we’ll be holding Prime Day later than usual, while ensuring the safety of our employees and supporting our customers and selling partners. We are excited Prime members in India will see savings on August 6-7, and that members all around the world will experience Prime Day later this year. We look forward to sharing more details soon,” an Amazon spokesperson told Business Insider. While the global giant hasn’t confirmed why India gets different dates this year, Amazon is betting on the beginning of the festive season in August. The sale is now closer to Rakshabandhan, Independence Day and Ganesh Chaturthi. "Customers and sellers want to be able to shop around this period...we timed the event in such a way to ensure that our ecosystem and partners are also set up to scale," Akshay Sahi, head of Amazon Prime India, <a href="https://tech.economictimes.indiatimes.com/news/internet/amazon-indias-prime-day-sale-slated-for-next-month/77081283">told ET.</a> Last year, the e-commerce player had said that users from over 70% pin codes of India had shopped during the Prime Day Sale. This can be the first step towards recovery of e-commerce sales after lockdown. Retailers in India will be banking on Diwali sales this year to make up for the lost momentum during the first quarter. In a seminar organised by Shopping Centres Association of India in June, mall owners had said that while the next 90-120 days will be about ‘recovery, reimagine and re-energise the business model’, the broader idea is to focus on regrowth by Diwali - which is when the experts anticipate 80-100% consumers returning. Meanwhile, while this will be Amazon’s first annual sale post lockdown, Flipakart’s Myntra already held its End of Reason Sale earlier in June. SEE ALSO: <a href="https://www.businessinsider.in/business/news/indiamart-dinesh-agarwal-shares-how-the-profit-doubled-during-the-lockdown/articleshow/77102706.cms">IndiaMart’s Dinesh Agarwal shares how the profit doubled during the lockdown</a> <a href="https://www.businessinsider.in/business/news/shop-on-wheels-finally-takes-off-in-india-as-brands-arrive-at-societies-with-retail-trucks/articleshow/77077265.cms">Shop on wheels finally takes off in India as brands arrive at societies with retail trucks</a>

Amazon Prime Day sale in India is a little late this year but just in time for the festive season

<ul><li>At <keyword id="319719" type="COMPANY" weightage="20" keywordseo="Myntra">Myntra</keyword>, which had already held a big sale event after lockdown – End of Reason Sale in June, there were many learnings to note.</li><li><keyword id="3790335" type="PERSON" weightage="20" keywordseo="amar-nagaram">Amar Nagaram</keyword>, the CEO of Myntra, tells Business Insider about how the change in Indian consumers’ preferences after the lockdown.</li><li>Myntra’s Big Fashion Festival will be a 7-day long event (October 16–22). </li></ul>The pandemic and lockdown period has brought many learnings for all businesses, and e-commerce has undoubtedly been one of the sectors with the biggest takeaways. And at Myntra, which joins the leagues of Amazon, Flipkart this time around to hold a <keyword id="3741625" type="PERSON" weightage="20" keywordseo="festive-sale">festive sale</keyword> right before Diwali and Dussehra, the learnings have shaped the way they designed their next big sale event. Myntra, which had already held a big sale event after lockdown – End of Reason Sale in June, saw the consumers’ consumption patterns change in India. “In the last four-five months and us coming out of a complete lockdown, what we have learnt is that the core nature of fashion buying has changed in the country,” Amar Nagaram, CEO, Myntra told Business Insider. And Nagaram expects their sale volumes to be higher than the June sale. From Tier 2, 3 shopping habits to athleisure ranking high in demand – Here’s what changed Nagaram points out that more and more Tier 2,3 shoppers have come on board – and from there, it's those shoppers who always used to prefer shopping offline. These are the people whose spending capability could be the same as their counterparts in Tier 1 cities, but they depended only on travel, brands and offline retail for their shopping list. “What we have been doing in the last four months is ensuring that we don’t give them a reason to not come back,” he said. The categories working well are athleisure and casual wear, kidswear, beauty and wellness – across geographies. “In fact, during Rakshabandhan and Ganesh Chaturthi, for the first time in all these months we saw interest coming back for premium products. All of this put together is how we are shaping up for the festive sale,” said Nagaram. Myntra’s upcoming Big Fashion Festival will be a 7-day long event (October 16–22), Nagaram says they have put together 9 lakh styles, increased the total number of brands to 5,000, a big jump from 2,000 brands last year. “The categories we expect will do well during this sale are casual wear, winter wear, beauty and wellness and home furnishings and decor, because people finally got time to do their homes,” he said. Marketing for the masses Nagaram expects 50% of its orders to come from Tier 2 and 3 markets alone. And while Nagaram said that their marketing spend remains according to the plan pre-COVID-19, the way they spend their money has changed. There’s no more one national ad campaign but several regional ad campaigns targeted at the regional user. They brought on board brand ambassadors like Kiara Advani, Youtuber Bhuvan Bam and South actress Samantha Ruth Prabhu to reach out to the masses and have a wider brand appeal. Like every other company, Myntra too hopped on the IPL sponsorship bandwagon. Myntra’s logo is seen on the team jerseys of Royal Challengers Bangalore, Mumbai Indians and Chennai Super Kings. “IPL was the biggest event happening after lockdown and it was an opportunity we couldn’t miss as obviously the reach would be great,” he said. The competition will also be higher Almost every big sale event in the country – from Amazon, Flipkart to Myntra – has the same dates, and that means the consumer will get more choice, and the competition will be higher for all e-commerce platforms. It’s not just the online space; malls and offline retail stores that have taken a major hit during the lockdown will also look at attracting users back into their space. But Nagaram rests assured as “People are still scared of stepping out over concerns for safety and hygiene. What we are doing online is we have given consumers the selection at a sharp pricing and the experience that they might not find anywhere else. Consumers now have access to brands that they didn’t think was possible unless they travel to a different city,” he said. However, he also believes that it's no more about online vs offline anymore and the world today belongs to omnichannel retail. SEE ALSO: <a href="https://www.businessinsider.in/stock-market/news/wipro-share-price-dips-after-earnings-report-analysts-believe-it-will-take-a-while-to-catch-up-to-tcs-and-hcl-technologies/articleshow/78654023.cms">Wipro’s share price dips by over 6% after earnings — analysts believe it will take a while to catch up to TCS and HCL Technologies</a> <a href="https://www.businessinsider.in/business/ecommerce/news/walmart-and-flipkart-invest-in-ninjacart-again-to-bump-up-its-grocery-offerings-ahead-of-the-festive-season/articleshow/78617012.cms">Walmart and Flipkart invest in Ninjacart again to bump up its grocery offerings ahead of the festive season</a>

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Markets under pressure and look vulnerable: Arun Kejriwal

IANS

Experts are hoping to see the advertising industry generate around Rs 7000 crore, 12-15% higher than last year’s festive season

Karuna Sharma

Amazon Prime Day sale in India is a little late this year but just in time for the festive season

Sanchita Dash

Myntra CEO explains how fashion buying has changed in India and the e-retailer’s focus on Bharat users this festive season

Sanchita Dash

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