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<ul><li>Due to the ongoing festive season, advertisers and brands are going all out to connect with consumers.</li><li>This year, the number of brands approaching influencers is significantly larger than last year, and there is a good mix of startups and well-established companies.</li><li>From fashion to home decor creators, brands have partnered with social media influencers to promote their new festive launch before Diwali.</li><li>So, with Diwali around the corner, we speak to <keyword id="2540701" type="General" weightage="20" keywordseo="influencer-marketing" source="Orion">influencer marketing</keyword> agencies to find out how important is the festive season for creators, what kind of uptick in demand can we expect due to the festive season, response from advertisers so far and trends we can look forward to during Diwali.</li></ul>If you are sprucing up your house on a small budget or planning to buy new accessories or ethnic dresses for India’s biggest festival -- Diwali, are you using a search engine for inspiration or are you following social media’s top influencers for ideas? If you are active on Instagram, then chances are you are also turning to influencers for festive advice. We all have at least a 100 bookmarked posts on Instagram for rangoli ideas, DIY home decor, or ethnic dress inspiration. According to Facebook’s Festive Marketing Guide for 2021, social media has now become a leading channel to drive brand discovery and purchase during the festive season. Facebook’s report further reveals that half the people said that influencers help them discover new products and 45% added that influencers help them make a purchase decision. The year 2020 accelerated influencer marketing’s growth, perhaps by a decade, and revolutionised the Indian marketing ecosystem completely. It is because of the pandemic and the consumer’s heavy reliance on social media platforms that the influencer marketing industry has undergone a severe transformation in a short time, becoming a mainstream marketing vehicle. According to the latest figures in the Global Web Index (GWI), the average Indian spent 2.29 hours per day on social media in 2020 and as always, brands are following consumers where they spend the most time. So, this Diwali, from fashion to home decor creators, brands have partnered with social media influencers to promote their new product launches. <cmsannotation type="cmsannotation" annotationid="Growth so far and predictions for this festive season" text="Growth so far and predictions for this festive season">Growth so far and predictions for this festive season</cmsannotation> GroupM and INCA’s study revealed that influencer marketing has become a top priority for marketers this year. Every other leader indicated a budget growth of more than 25% in 2021. INCA’s report further said that the Influencer Marketing industry is poised to grow at a CAGR of 25% for the next decade, reaching a size of Rs 2200 crore in 2025. So, with India’s biggest festival around the corner and to leverage the increasing demand, brands have also increased their budget for influencer marketing. “Influencer Marketing is set to be one of the top choices for brands to enhance the brand value this festive season. In fact, brands have culled out almost 30% of the overall budget for influencer marketing. It has been on an all-time high this year. According to an industry report, brands are likely to spend around Rs 600 crore on influencer marketing. Thus, one thing is definite about influencer marketing this festive season: It’s going to take a big leap from 2020. The primary reason for the rise in influencer marketing is the personalization of content along with the disruption in cost and speed. Influencers are real and relatable for consumers and can deliver real value for brands by offering exciting ways of sharing a brand’s message,” said <keyword id="11300089" type="General" weightage="20" keywordseo="neel-gogia" source="Orion">Neel Gogia</keyword>, Co-Founder, IPLIX Media. Festive season has given a further push to the industry’s growth. Experts are expecting to see 50% more brands exploring influencer marketing this festive season as marketers look to solidify their social media presence and reach out to the group with highest spending power, GenZ and millennials. "The festive season is already looking very positive for the influencer marketing space. We expect a 50% uptick in brands leveraging influencers to connect with their audiences during this season,” said Sagar Pushp, Co-founder and CEO, ClanConnect. “Since the consumer sentiment had plummeted gravely in 2020, brands are looking forward to explosive growth and pent up demand that will translate to greater sales and revenues this year. Brands are likely to capitalize on this positive sentiment by tapping into the influencer marketing space, which will in turn provide a significant fillip to our industry,” added Pushp. Apaksh Gupta, Founder &amp; Chief Executive Officer of One Impression also said that brands have increased their budget by 50% this year. “Last year, brands had spent very little on their marketing efforts because of the pandemic restrictions and other factors, but the curbs are now eased out and traders are expecting a boost in sales. To put things in perspective, last year we saw brands spending about Rs 20-25 lakh [average] on their influencer campaigns, but this year we expect it to go beyond Rs 50 lakh [on an average] during festive seasons. Additionally, during the pandemic, we also witnessed a boom in the creator economy, and brands have taken note of it. Social media platforms have enabled brands to reach out to a wider audience with the help of influencers who help in putting their messages across, in a more personalized and creative manner, what we nowadays call as snackable content.” <cmsannotation type="cmsannotation" annotationid="This festive season, a diverse set of brands are upping their spends on influencer marketing" text="This festive season, a diverse set of brands are upping their spends on influencer marketing">This festive season, a diverse set of brands are upping their spends on influencer marketing</cmsannotation> After going through a lull for a year and a half, startups like MamaEarth, Slurrp Farm to established brands and FMCG giants, all key players are leveraging influencer marketing for better visibility and consumer attention. There’s another interesting shift in the industry after the pandemic. Brands are leveraging influencer marketing not just for brand awareness and engagement but also for performance marketing and driving customer acquisition through relevant targeting. Sharing which categories are the biggest spenders this time, <keyword id="7372416" type="General" weightage="20" keywordseo="viraj-sheth" source="Orion">Viraj Sheth</keyword>, Co- founder and CEO, Monk Entertainment said, “FMCG brands, e-comm players, and FinTech clients I believe will be massive spenders. Brands that are selling products that are best suited for festive gifting will be heavy spends and FinTech clients that help buy digital gold or provide buy now pay later schemes will be in demand as well.” Avantika Mohan, Travel, Lifestyle and Fashion Influencer, represented by WORD Talent, has also seen more lifestyle brands coming her way lately. She said, “I’ve noticed an influx of briefs focusing on fashion (particularly festive wear), online shopping portals and jewelry; brands across these categories along with technology and cosmetics are investing heavily in this festive season, which should go on till the end of the year. Festivals also become an excellent opportunity for brands to offer additional discounts and offers to drive up sales hence brands work with creators to spread the word on the same. It’s an exciting time. Brands are willing to not just work but also allow the creativity of the influencer to drive the content. Brands now understand that the content that creators push can drive real value for them and their products. Our niche allows them to connect with their target audiences directly with content that is fun, relevant and most importantly seasonal. The air is already abuzz with celebration and brands are pushing their seasonal marketing ideas and products that creators are exhilarated to deliver.” Brands with smaller budgets are also partnering with nano-creators. <keyword id="3630874" type="General" weightage="20" keywordseo="dharika-merchant" source="Orion">Dharika Merchant</keyword>, COO, Alchemy Group &amp; WORD said, “Brands are now dedicating special budgets for their influencer marketing campaigns which have resulted in a lot of new brands entering the space. Brands earlier would focus only on large creators but now they’re happy to have smaller spendings but are willing to explore relevant nano or micro influencers for the same. So as we move forward, we are forecasting a more focussed approach towards influencer engagement as compared to before. Brands are now becoming conscious of which creator they want to work with, what kind of content they want to push out and majorly why the creator’s creative process shouldn’t be hampered with. Secondly, we are expecting more brands focussing on micro or nano influencers. These influencers usually cater to a very specific niche and have a higher rate of engagement. As brands start to realise the importance of content over numbers, this is a trend we’re very excited about.” <cmsannotation type="cmsannotation" annotationid="Instagram or home-grown apps, which medium is getting the biggest piece of pie?" text="Instagram or home-grown apps, which medium is getting the biggest piece of pie?">Instagram or home-grown apps, which medium is getting the biggest piece of pie?</cmsannotation> As brands vie for consumer’s attention this Diwali, which is divided into different mediums, where are brands investing the most? “2021 is seeing comparatively more inclination towards influencer marketing strategies. We are seeing a growth upwards of 75% in the influencer marketing industry. Instagram is still the leader when it comes to influencer marketing promotions. YouTube would be the other platform that has gained momentum over time. Even some of the newer short video apps like Josh, Taka Tak and Moj are also being experimented with, by the brands. Increasingly we are also seeing brands leverage content created by creators for performance marketing with Instagram Branded Content Ads and Youtube Creator Promotions for maximum reach and conversion,” Arushi Gupta, Head - Influencer.in told Ad and Media Insider. GenZ and millennials do not consume a lot of television. They either spend their free time scrolling on social media or on an OTT platform. They are looking for authentic content that keeps them engaged, entertained and informed, which happens to be influencer marketing’s core offering. Therefore, influencer marketing is becoming a pivotal marketing tool for brands and its significance is only likely to grow in the future.

As brands turn to influencer marketing for the festive season, experts are optimistic about seeing about a 40-50% growth in ad spends

<ul><li>In the last few years, Indian skincare start-ups and conglomerates have been focusing on ‘Clean Beauty.’</li><li>Plum was one of the first boot-strapped home-grown start-ups to bring veganism to the beauty and skincare industry in India.</li><li>As the focus on sustainability, clean beauty and veganism increases in our country, we speak to Shankar Prasad, CEO and Founder at Plum about upcoming trends in the skincare and beauty industry, and Plum’s goals for 2022 in India.</li></ul>The ‘clean beauty’ and skincare industry has seen the entry of several new brands. Mamaearth, Taavi, Wow Skin Sciences, Clovia Botaniqa and Lotus Botanicals. One of the first start-ups to bring veganism to the beauty industry in India was Plum. Launched in 2014, boot-strap start-up Plum caught consumers’ attention for its Kajal in a year and last year, the D2C brand launched its first Exclusive Brand Outlet (EBO) in Mumbai. It now reaches over 225 towns and cities in India through 850+ assisted outlets and over 10,000 unassisted outlets. The new-age beauty brand has been focusing on bolstering its product portfolio and brand expansion in India and across US, Middle East and South Asia. It recently launched bath and body products and added new products to its skincare line. Based on this new portfolio and existing product range, the brand is aiming to achieve Rs 300 crore annualised revenue run rate by the first quarter of FY23. A lot of the brand’s growth has come from word-of-mouth and Performance Marketing. However, now after onboarding Mithila Palkar as its first brand ambassador, the brand will start focusing on traditional B2C marketing. Advertising and marketing get about 30-45% of its annual revenue share, which was Rs 225 crore-plus in December 2021, with digital continuing to take the bigger chunk of the pie. In recent times, consumers have started looking for clean-beauty products that are made using natural products and brands that make a case for sustainability, whose growth is further fuelled by Direct-to-Consumer channels. Globally, as per Brandessense Market Research, the Clean beauty market was estimated to be $5439.6 Million in 2020 and is expected to reach $ 11558.5 Million in 2027, growing at a CAGR of 12.07% from 2020 to 2027. And in India, as per a Statista report, the Natural Cosmetics segment amounts to US$853.9m in 2022. The market is expected to grow annually by 2.90% (CAGR 2022-2026). As Plum further drives the vegan movement in the beauty segment in India, we speak to Shankar Prasad, CEO and Founder at Plum about upcoming trends in the skincare and beauty industry, and Plum’s goals for 2022. Excerpts: Q. From performance marketing to B2C communication, how has your marketing strategy changed over the years? Initially, like all brands, we also started with performance marketing. We only bothered about how much we were selling through the ads that we were running and the communication was completely product-focused. Then, as we evolved, we looked at influencer marketing, launch marketing, launch events, social media marketing, creating a buzz around the brand with fresh new ideas and content marketing. Now, a very important piece is also being added, which is community. I think Plum is one of those few brands which stands for something more than just a product to people, it's almost a way of thinking about being good as a philosophy. And we want to leverage that to build a community of like-minded people who are here not just for the deals, offers and products but also are united by a certain view of life. That’d be one of our focus areas this year. Q. What does your media plan look like now? How has your marketing budget changed this year? As a percentage of revenue, marketing spend varies anywhere between 30% to 45% of the overall revenue. While that percentage stays constant, as we continue to grow and scale the absolute number being spent on marketing is going up. There, we are finding a new mix to deploy the budget. Traditional media will get included now as part of our plan, as early as this quarter or early next quarter. But we continue to be overweighted on digital media because the majority of our sales is still online and a majority of our customers are also online. Also, the measurability of it is very attractive. Therefore, we will continue to focus on digital media first, and then non-traditional media. Slowly, as distribution expands further, we will start looking at more traditional media. Q. You were one of the first platforms to bring veganism to the beauty industry. How important do you think veganism is to consumers of today? The popularity of veganism has picked up in the last decade and a half. To us, veganism is an interesting subset of our overall philosophy. When we go out and ask people, ‘What do you think Plum is about?’ The answer is almost unanimously that it stands for real goodness. And veganism is a subset and I feel people make a lot of hue and cry about it. In my understanding, veganism is a simple philosophy where you can get by without interfering with other living beings. That to me is the most simplistic view of veganism. And when it comes to beauty, for example, what you will realise is that compared to foods where it's more difficult to let go of dairy or eggs or meat, in the case of beauty, it is relatively easy to do so. Therefore, I am not saying being vegan as a skincare brand is a technical challenge. It's more sort of a philosophy, a way of life, that is a subset of our overall message of Be Good as a brand. And along with that, veganism, particularly in beauty is a no-brainer to be following. And because vegan formulations are modern formulations, by default, they end up being clean, which is avoiding some ingredients that are not completely safety clear, or where there are doubts about. So, in effect vegan also becomes a proxy for clean in many ways. Q. Has the trend caught on in Tier II and III markets? It is very popular in Tier II and III. I was surprised at some of the numbers. The top six metros or cities account for less than 30% of our overall sales. I would have expected that number to be closer to 50. The remaining 70% is a very, very long tail of cities and towns. So there is no particular concentration in any of these geographies. If any, the skew is very profoundly towards the smaller cities and towns. Most of the early adopters tend to come from large cities. But I also noticed that even five-six years ago we were getting orders from places where none of the couriers are available. So to service them, we used to speed post it to them. Now, of course, we have courier services to most cities and towns. Q. Are more brands taking the cruelty-free movement seriously? Today, by sheer market pressures that have come on brands, most brands are cruelty-free. Also, from a regulatory perspective, it has become mandatory to be cruelty-free. So by definition, almost everybody in the market uses cruelty-free products. Having said so, vegan is still a subset of the market. I think about less than 10% of the market today talks about being vegan or care about being vegan. But the good news is that the remaining 90% of people who may or may not care about veganism, understand that it is a good thing. So, overall, it's a good place to be. And one can only see the concern for clean beauty or any form of conscious beauty, growing. It is only going up and that is a definite trend that we’ve seen. Q. What kind of changes are you bringing about to make your business more eco-friendly? Sustainability is sort of baked into our core values. So to begin with, 1% of every sale goes towards wildlife protection. As habitat shrinks, and as we continue to develop as a nation somewhere, I think it's important for us to understand that we are also willy-nilly destroying the biodiversity that has naturally existed, which sustains a lot more species than we can imagine. Second is your recycling program. We are, in fact, the first brand in India to have started a online recycling program, wherein we pick up empties for free and for every bottle empty bottle that you send us, we'll give you shopping credits. The program has been quite successful. The third thing is minimizing the use of packaging; where we don't need a mono carton, we don't put them on a carton, where we can do glass we do glass. See, plastic at the end of the day is a useful material, but one has to be careful with its use. One has to make sure that it is as recyclable as possible, enable that recycling and make it as circular an economy as possible. It's not possible to make it entirely so. But as a brand, we are doing everything we can to make it as sustainable as possible. Sustainability is a journey. It's not as if anybody can raise their hands and say I'm totally sustainable. At the end of the day, we all consume resources. It's really about how thoughtfully and how frugally you consume the resource, and how much you put back into what you're consuming. To that, end of this year, we not just want to do things ourselves, but involve our customers in this quest for sustainability. And the packaging task is ongoing. Until and unless you're able to completely get into recycled mode -- for every single piece of plastic that we use, we can't also say that we are being very sustainable. So that's another thing that's going to be done. Lastly, in terms of the shipping of our DTC orders, that consumes quite a lot of paper and a lot of cushioning material. So efforts are being done there so that we are able to reach order safely to people yet minimize the usage of resources. Q. Considering that your online recycling program has done well, do you think a brand's ecological footprint is a big decision-making factor for consumers today? What else are consumers expecting from brands of today? Sustainability in India is not that big on people's minds right now. It is there for a very small subset of people. But it's growing thankfully. Most people today are worried about what ingredients are we using and how proven are those ingredients. Simply saying it is natural is not cutting ice with a lot of people nowadays. So they need proof that it works and is safe. They need somebody trustworthy to come and tell them that this is good on your skin, and it does good things for you. So India is still on this journey toward ‘clean beauty.’ I think sustainability is the next horizon topic. Again, we are a little ahead of our time in talking about sustainability. But believe it or not, it's going to dawn on people sooner than later that it's in our own larger interest that we move towards sustainability. Government regulations, and evolving sort of landscape there is also going to have an impact on how brands and consumers look at sustainability but that to me is some time away. Q. What do your expansion plans look like? Are you planning to go deeper into the country since a majority of your revenue comes from Tier II and III towns? So we are currently in about 250-270 cities which we expanded from around 200 at the beginning of the year, so 50% growth there. Not only are we looking to expand this to 320 to 350 but more importantly, deepen our presence in these cities because in most of the cities, I'll probably have one or two outlets whereas the market can support many more. In terms of the number of outlets, we are present at close to 850 assisted points of sale and close to 10,000 unassisted points of sale, we want that number to increase to about 1200 assisted points of sales and about 15,000-20,000 unassisted points of sale sooner than later this year. EBOs, we have one operational and three under fitout. I think by December, we should be looking at at least 15 to 20 operational EBOs. So, there's a good flow of properties that we see and we're moving fast wherever we find a good fit with the brand or the demographic. Q. What are some of the trends that you're expecting to see in the beauty and skincare industry? Number one, the movement towards cleaner formulations. Number two, I think I'm expecting consolidation to pick up this year. It already started last year, it will pick up this year, where many more smaller brands will become part of larger agglomerations of brands. Also, from a consumer point of view, people will start gravitating towards more established and proven concepts rather than too much experimentation. I think 2020, as well as 2021, led to a lot of experimentation with people. But at least the top layers of the crowd that have been experimenting a lot, I'm expecting them to start a little bit more of consolidating around fewer brands and fewer concepts as opposed to wildly experimenting. And therefore that will further accelerate this process of consolidation. All the categories that we operate in, whether it is skin, makeup, hair, bath, and body, male grooming, all of them are going to see good growth prospects. Q. What is your larger vision for the brand? The larger vision is to be India's most loved, and globally recognized Clean beauty brand.

This year, we want to involve consumers in our quest for sustainability: Shankar Prasad, Plum

<ul><li><keyword id="2822035" type="General" weightage="100" keywordseo="fireside-ventures" source="Orion">Fireside Ventures</keyword>, a <keyword id="6357097" type="General" weightage="20" keywordseo="venture-capital" source="Orion">venture capital</keyword> fund, is currently managing ₹3,000 crore ($395 million) of AUM. </li><li>It has backed consumer brands like unicorn Mamaearth, boAt, Vahdam, <keyword id="3711903" type="General" weightage="50" keywordseo="slurrp-farm" source="Orion">Slurrp Farm</keyword>, Kapiva, 91 Cycles to name a few. </li><li>The third fund will invest in 25-30 digital-first consumer startups. </li></ul>Fireside Ventures, an early-stage venture capital fund, said that it has closed its third fund after raising ₹1,830 crore ($225 million). Fireside Fund III is anchored by investors like Self-Reliant India Fund, <keyword id="5157154" type="General" weightage="50" keywordseo="investment-corporation-of-dubai" source="Orion">Investment Corporation of Dubai</keyword>, SBI, <keyword id="648852" type="General" weightage="50" keywordseo="premji-invest" source="Orion">Premji Invest</keyword>, Waterfield - Fund of Funds, <keyword id="6357073" type="General" weightage="50" keywordseo="itc" source="Orion">ITC</keyword>, Emami, <keyword id="4640195" type="General" weightage="50" keywordseo="sharrp-ventures" source="Orion">Sharrp Ventures</keyword> and several start-up founders. The fund is known for investing in digital-first consumer brands. It said that its third fund will invest in 25-30 D2C startups across health and wellness, edutainment, lifestyle and FMCG sectors. “Fireside Ventures was created with a very clear vision, to invest in the next generation of consumer brands, a space that was witnessing the start of disruptive changes. Five years later, we are delighted to see the magnitude of change these brave new digital-first brands are creating, and we look forward to seeing them create even more value in the future,” <keyword id="42902" type="General" weightage="50" keywordseo="kanwaljit-singh" source="Orion">Kanwaljit Singh</keyword>, managing partner, Fireside Ventures said. The market for D2C brands in India is set to touch $100 billion by 2025. Fireside Fund also said it will seek out brands with a strong purpose, responsible practices, and healthy governance. Fireside Fund has been the first institutional investor in 75% of its 31 portfolio companies. <keyword id="15236362" type="General" weightage="50" keywordseo="moreso" source="Orion">Moreso</keyword>, over 50% of them have been founded or co-founded by women, it claims. Fireside Funds I and II have invested in personal care unicorn Mamaearth, and IPO-bound boAt. Its portfolio includes Vahdam, Slurrp Farm, Kapiva, 91 Cycles, Design Café, FS Life (erstwhile FableStreet), The Sleep Company, Gynoveda, Wellbeing Nutrition and Pilgrim. Launched in 2017, Fireside Ventures with the close of its Fund III is currently managing assets to the tune of ₹3,000 crore or $395 million. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/startups/news/homegrown-edtech-platform-adda247-raises-35-mn-google-new-investor/articleshow/94811713.cms">Homegrown edtech platform Adda247 raises $35 mn, Google new investor</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/science/health/news/early-diagnosis-of-retinopathy-of-prematurity-can-save-5000-babies-from-going-blind/articleshow/94810909.cms">‘Early diagnosis of retinopathy of prematurity can save 5,000 babies from going blind’</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/education/news/iis-jamia-bhu-on-thes-world-university-rankings-2023/slidelist/94807189.cms">IIS, Jamia, BHU on THE's World University Rankings 2023</a>

Fireside Ventures closes its third fund at $225 million

Ashneer Grover, who was sacked along with his wife Madhuri Jain Grover by fintech platform BharatPe over alleged financial irregularities, has slammed the Reserve Bank of India (<keyword id="30067" type="General" weightage="20" keywordseo="rbi" source="Orion">RBI</keyword>) over its latest directive to non-bank prepaid payment instruments to stop loading credit lines onto their products. In a tweet, Grover said that "not allowing loading of pre-paid instruments through credit is aimed at protecting bank's lazy credit card business from Fintech's potent BNPL (buy now pay later) business". "It's a flex move by banks -- rent seeking. But market is market and regulation will eventually come around to what market needs," he added. The RBI, in its latest one-page circular, has disallowed non-bank PPIs from loading credit, and several such startups and firms have already stopped customers' transactions on their prepaid cards to avoid penalty. The banking PPIs include HDFC Flexipay, ICICI PayLater, HDFC Payzapp, SBI YONO and others, along with several UPI-driven platforms like Paytm, PhonePe, Google Pay and Amazon Pay, etc. "The PPI-MD (PPI-master direction) does not permit loading of PPIs from credit lines. Such practice, if followed, should be stopped immediately. Any non-compliance in this regard may attract penal action under provisions contained in the Payment and Settlement Systems Act, 2007," according to the RBI directive. Grover is reportedly in talks with US-based private equity companies to raise up to $300 million for a new startup. "Today I turn 40. Some will say I've lived a full life and experienced more things than most. Created value for generations. For me it's still unfinished business. Time to disrupt another sector. It's time for the Third Unicorn," he had posted last week. SEE ALSO <a class="tout-title-link" href="https://www.businessinsider.in/business/startups/news/rejected-i-banks-manufacturers-for-not-having-enough-women-on-board-says-mamaearth-founder/articleshow/92429742.cms" style="">Rejected i-banks, manufacturers for not having enough women on board says Mamaearth founder</a> <a class="tout-title-link" href="https://www.businessinsider.in/cryptocurrency/news/indias-crypto-players-bullish-on-hiring-say-crash-is-just-a-phase/articleshow/92425464.cms" style="">India’s crypto players bullish on hiring; say crash is just a phase</a> <a href="https://www.businessinsider.in/tech/apps/news/google-has-termed-slice-as-a-harmful-app-recommending-users-to-uninstall-it/articleshow/92429265.cms" style="">Slice payments app spies on photos, audio records and call history, says Google</a>

Ashneer Grover slams RBI over recent mandate

<ul><li><keyword id="11924074" type="General" weightage="20" keywordseo="shark-tank-india" source="Orion">Shark Tank India</keyword> S2 judges appeared on a <keyword id="1590914" type="General" weightage="20" keywordseo="Podcast" source="Orion">podcast</keyword> hosted by comedians Tanmay Bhatt and Rohan Joshi. </li><li>The sharks talked about how the pitches changed in S2, and how contestants were better prepared to answer their questions. </li><li>Vineeta Singh also mimicked her fellow judges and recited their catchphrases. </li></ul>The sharks of <keyword id="1417364" type="General" weightage="80" keywordseo="shark-tank" source="Orion">Shark Tank</keyword> India S2 appeared on the podcast <a href="https://www.youtube.com/watch?v=aXRchlAv51M&amp;ab_channel=HonestlybyTanmayBhat">Honestly by Tanmay</a> last week, hosted by comedians Tanmay Bhat and Rohan Joshi. During the 30-minute podcast, all five sharks poked fun at each other and shared interesting anecdotes about season 2 — like who’s the most emotional investor amongst them and how pitches have changed from Season 1. “In Season 2, the toxicity is out, for good,” said <keyword id="544908" type="General" weightage="80" keywordseo="namita-thapar" source="Orion">Namita Thapar</keyword>, a shark. Season 2 features five of the seven sharks from Season 1 — Vineeta Singh, cofounder, Sugar Cosmetics; Namita Thapar, CFO, Emcure Pharmaceuticals; Anupam Mittal, founder, Shaadi.com; Aman Gupta, co-founder boAt, and Peyush Bansal, co-founder Lenskart. Amit Jain, co-founder CarDekho, joined the season for the first time, replacing two of the sharks from season 1 — Mamaearth co-founder Ghazal Alagh, and BharatPe co-founder Ashneer Grover. This season, comedian Rahul Dua replaced actor Rannvijay Singha as the host. <cmsannotation type="cmsannotation" annotationid="From winning over doubters to heightened popularity" comment="subhead2" text="From winning over doubters to heightened popularity">From winning over doubters to heightened popularity</cmsannotation> Initially, the ‘VC circle’ had looked down on the show, judging the sharks for participating in it. Doubts were also raised on the ability of this American show to capture the interest of the Indian audience. However, the massive success of Season 1 turned the skeptics around. “There was a lot of resistance (amongst VCs) initially. How can you take the Shark Tank of the USA and dramatize it for India? Once India embraced it, VCs would come and comment, ‘Oh we also got a call but we didn’t have time’. I’ve heard this so many times,” said Mittal. As per Singh and Thapar, Aman Gupta and Anupam Mittal have embraced their newfound fame with the most ease. They even lauded Gupta’s ‘social media game’. Gupta then said that he manages his social media accounts, himself. <cmsannotation type="cmsannotation" annotationid="Brands and their branding" comment="subhead2" text="Brands and their branding">Brands and their branding</cmsannotation> Thapar said that <a href="https://www.businessinsider.in/business/news/flatheads-shoes-founder-denies-shark-tank-offer-sells-his-entire-inventory-over-the-weekend/articleshow/96849132.cms">D2C brands benefitted</a> from the heightened popularity of their founders — but Gupta denied it. He stated that while the show helped increase brand awareness, Indian customers are far too intelligent to make buying decisions based on popularity alone. “I don’t think sales get impacted. The Indian consumer is very smart - they’ll buy after making their own decision. Yes, brand popularity soars across India. But does it impact sales? I don’t think so. The consumer will still see the product and its value proposition. They won’t buy it because it’s Aman’s product or Peyush’s product. I don’t think that happens in India,” shared Gupta. Bansal echoed Gupta’s statement, adding that it would be wrong to say that someone appears on Shark Tank India to build a personal brand. Jain also backed them stating if the product isn’t good, increased brand awareness won’t help sell it. However, both Vineeta Singh and Anupam Mittal believed that building a personal brand was crucial to selling a product, as the current generation of consumers values authenticity over anything else, and that shapes their brand loyalty. <cmsannotation type="cmsannotation" annotationid="Longer pitches but better prepared to answer judges’ questions" comment="subhead2" text="Longer pitches but better prepared to answer judges’ questions">Longer pitches but better prepared to answer judges’ questions</cmsannotation> In the 35-episode-long first season, <a href="https://www.business-standard.com/article/companies/business-bites-how-have-winners-of-shark-tank-india-1-fared-so-far-123010100470_1.html#:~:text=It%20was%20a%20reversal%20from,Rs%201%20crore%20or%20more.">report</a>s said that sharks collectively invested approximately ₹41 crore in 67 of the 198 pitches. The massive success of S1 impacted the quality of pitches in the second season. According to the judges, contestants pitching on Season 2 were more informed and far better prepared than their S1 counterparts, and ‘solid stories and entrepreneurs’ from across India appeared this time. “Startups (pitching on the season) with ₹30-₹50 crore revenue, ₹10 crore profits from bootstrapped companies,- families of 2-3 guys doing it. We were shocked, blown out of our brains - from small towns in India, from God knows where,” added Mittal. The average time for a pitch extended to 1.5 hours in S2, as compared to 53 minutes in S1 as the contestants were already prepared with the answers to commonly asked questions and used phrases and words most likely to impress the judges. “They had learned (how to pitch). The answers to our questions were already in their pitches. Many times we had no questions because they’d already shared the information we needed to hear, in the pitch itself,” said Gupta. <cmsannotation type="cmsannotation" annotationid="The funding winter investors" comment="subhead2" text="The funding winter investors">The funding winter investors</cmsannotation> Though detailed, the long-winded pitches often left judges Namita Thapar and Aman Gupta bored, who resorted to playing games like cross and knots and passing chits of paper to while away time — especially when the other panelists questioned the contestants. As the group shared on the podcast, Bansal had the most number of questions to ask, while Mittal had the most ‘gyan’ (wisdom or knowledge) to offer. Making a subtle comment on the ongoing funding winter, Bansal and Mittal even added that Shark Tank was the only place where investments were still taking place. “We’ve made so many investments in this (funding) winter. This is why people will see the show, I believe. Because no one’s investing in the market. So here, the element of hope is very high,” commented Bansal. As of Friday, January 6, 2023, 11 of the 15 pitches from the show have received funding from the sharks. The four pitches that have not received funding are Recode Studios, Atmosphere (Kombucha), Flatheads Shoes and Organic Smokes. <cmsannotation type="cmsannotation" annotationid="‘Will you invest in Elon Musk?’" comment="subhead2" text="‘Will you invest in Elon Musk?’">‘Will you invest in Elon Musk?’</cmsannotation> By the end of the podcast, the judges played a round of ‘who’s most likely to’. Amit Jain was named as the judge most likely to make an investment due to an emotional story. Thapar’s the shark who’s the quickest to cut a cheque, while Mittal is the most cautious investor. Gupta is the one most likely to misspell the word entrepreneur, and Jain emerged as the one most likely to win at poker. The hosts also asked all the judges if they’d invest in tech magnate Elon Musk, considering the way he’s handled the microblogging platform Twitter after taking over as its CEO. Bansal said that people’s memory is extremely short-lived and if Twitter’s profitable after two years, Musk’s current shenanigans will easily be forgotten. Jain further added that considering Musk’s ‘credible success rate’, he’d definitely invest in Twitter under Musk. Mittal, though, shared that “given all the things going in the world, we need unifying voices. And the point Elon Musk is at right now, we can do with less of that.” Shark Vineeta Singh also mimicked all the judges and recited their catchphrases from the show. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/india/news/indias-credit-worthiness-to-be-stable-in-2023-but-upcoming-elections-could-keep-social-spending-elevated-moodys/articleshow/96851926.cms">India’s credit worthiness to be stable in 2023, but upcoming elections could keep social spending elevated: Moody’s</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/tech/news/mercedes-honda-bmw-and-others-showcase-some-exciting-car-tech-at-the-ces-2023-these-are-our-favorites/articleshow/96851293.cms">Mercedes, Honda, BMW and others showcase some exciting car tech at the CES 2023 — these are our favorites</a>

In Season 2 of Shark Tank India, the toxicity is out for good says Namita Thapar

<ul><li>Quick commerce platforms like <keyword id="3275685" type="General" weightage="20" keywordseo="dunzo" source="Orion">Dunzo</keyword>, <keyword id="12437554" type="General" weightage="20" keywordseo="zepto" source="Orion">Zepto</keyword>, Blinkit are getting ahead of the retail stores in terms of fast delivery at your convenience.</li><li>Grocery shopping in India’s major cities is set to undergo a never-seen-before tec(h)tonic shift led by quick commerce platforms, says a report.</li><li>Meanwhile, <keyword id="2407038" type="General" weightage="20" keywordseo="dmart" source="Orion">DMart</keyword> is still aggressively opening stores in parts of the country to get back to pre-covid levels.</li></ul>The stores are coming to the consumers – figuratively. The local kirana store or India’s largest retail chain, all of them are keen on getting a piece of the <keyword id="1410674" type="General" weightage="20" keywordseo="online-grocery-delivery" source="Orion">online grocery delivery</keyword> market. DMart, for instance, has set up its app and pick-up centers for home delivery after handling its bulk delivery orders during the pandemic. Reliance Retail too stepped into this delivery business with its app, <keyword id="8506093" type="General" weightage="20" keywordseo="jiomart" source="Orion">JioMart</keyword> with little success, though it has also invested in Dunzo. Time does matter When it comes to the delivery market, it’s not about what you deliver, how you deliver but it’s all about ‘when’ you deliver. Most of the online <keyword id="2709620" type="General" weightage="20" keywordseo="grocery-delivery" source="Orion">grocery delivery</keyword> hinges on timing which is why quick commerce companies are walking away with a lion’s share of the pie. “Grocery shopping in India’s major cities is set to undergo a never-seen-before tec(h)tonic shift led by quick commerce platforms,” said a report by JM Financial. Online grocery market has two segments -- quick commerce and scheduled e-grocery. Only Jiomart, Bigbasket and DMart are scheduled e-grocery stores, all the other platforms are in a race of quick delivery business. And the segment seems to be ruled by the ‘10-30-minute delivery’ offered by platforms like <keyword id="6358977" type="General" weightage="20" keywordseo="swiggy" source="Orion">Swiggy</keyword>, Blinkit, Zepto and Dunzo. Most of the retail chains who intend to deliver groceries however have a one-day lag period between order and delivery. Added to that, quick commerce platforms are addressing multiple consumer pain-points such as convenience, speed, curated assortment, value, and round-the clock standardized services. Online food ordering business is <a href="https://www.businessinsider.in/retail/news/grocery-business-is-like-poison-pill-for-zomato-after-failing-miserably-two-times-as-per-analysts/articleshow/92202068.cms">aiding growth in the e-grocery as well</a>. Customers who order food online for convenience, wider selection, discounts and standardized customer support are also likely to be more amenable to ordering grocery items online for the very same reasons. This opens up cross-sell opportunities for food-techs like Swiggy and Blinkit, which is merging with Zomato. Paan to curds - quick commerce delivers it all A February 2022 Survey by LocalCircles indicates that 71% of the households used q-commerce platforms to either order daily use items such as milk, bread, eggs, curd, fruits and vegetables, etc. They also ordered indulgence items such as soft drinks, ice creams, chocolates and paan. Though, only 29% of the surveyed households used q-commerce for ‘all their grocery’ purchases. For the bulk purchases however, the large format stores are still in the running as people are going to the stores. DMart is still aggressively opening stores in parts of the country to get back to pre-covid levels. “We believe it will look to accelerate store expansion and the benefit of recent expansion is yet to fully kick in – revenue intensity is lower than pre-Covid levels,” said analysts at ICICI Securities post its March quarter earnings. Redseer estimates the grocery market size in India was worth $620 billion in 2021, which is expected to grow at a CAGR of 8% over the next four years to reach over $850 billion by 2025. Quick commerce is all set for the long haul Quick commerce players are also vying for a bigger piece of the entire pie. The quick ordering might start with fresher foods like fruits and vegetables, meat, dairy and other ready-to-cook items; and also indulgence categories like chocolates, biscuits, snacking items, cold drinks, and tobacco. But it could extend to others too. “We also expect grocery staples, cooking essentials, medicines, baby and personal care, home care and pet care, amongst others, to pick up as consumers become more habituated to ordering through the platforms,” said the JM Financial report. Recently, Swiggy raised $700 million for quick-commerce grocery service Instamart. Zomato poured $150 million into quick commerce startup Blinkit. Zepto raised $200 million and lastly Reliance Industries also caught the quick commerce train by investing $200 million in Dunzo. This also means that competitive intensity is likely to be severe in the near term, between them and also with the big retailers. “Only those platforms that have very strong customer recall, robust back-end supply chain and/or strong balance sheet are likely to survive this battle of attrition,” said the report. JM Financial believes that quick delivery platforms have what it takes to disrupt the unorganized grocery market including neighbourhood kirana stores or even retail chains like DMart in large cities. <table style="border-width: initial; border-style: none; table-layout: fixed; width: 468pt;"></colgroup><tbody><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Platform </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Earliest delivery option </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Jiomart </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">No timeline committed </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Bigbasket </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Next day morning </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">DMart </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Next day morning </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Instamart </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">25 mins </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Blinkit </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">50 mins </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Zepto </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">23 mins </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Dunzo </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">41 mins </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Bigbasket Now </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">30 mins </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Ola Dash </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">10 mins </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Amazon Fresh </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">3-4 hour </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Flipkart Quick </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">90 mins </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Fraazo </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">90 mins </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">FreshToHome </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Next day morning </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Licious </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">3-4 hour </td></tr></tbody></table> SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/thelife/personalities/news/gautam-adani-gives-a-tenth-of-his-networth-to-charity-azim-premji-is-impressed/articleshow/92426271.cms">Gautam Adani gives a tenth of his networth to charity, Azim Premji is impressed</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/cryptocurrency/news/cryptocurrencies-show-signs-of-life-after-a-bloodbath-but-future-remains-uncertain/articleshow/92427941.cms">Cryptocurrencies show signs of life after a bloodbath, but future remains uncertain</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/startups/news/rejected-i-banks-manufacturers-for-not-having-enough-women-on-board-says-mamaearth-founder/articleshow/92429742.cms">Rejected i-banks, manufacturers for not having enough women on board says Mamaearth founder</a>

DMart and JioMart are unable to keep pace with Dunzo, Swiggy Instamart, Ola Dash

<ul><li>Aditya Birla Fashion &amp; Retail (ABFRL) recently bought Reebok’s India operations and brands like the House of Masaba.</li><li>Now, the company says that it will set up a new subsidiary that will directly sell to the consumer (D2C) the way Thrasio, Mensa and 10Club do.</li><li>Shares of ABFRL have surged 76% in the last one year.</li><li>The story has been corrected to reflect that the new D2C unit will not be a marketplace like Ajio or Tata Cliq, as mentioned earlier.</li></ul>After a series of partnerships with some of India’s top designers of ethnic fashion like Shantanu &amp; Nikhil, Tarun Tahiliani, <keyword id="667" type="General" weightage="20" keywordseo="ritu-kumar" source="Orion">Ritu Kumar</keyword> and <keyword id="8264" type="General" weightage="20" keywordseo="sabyasachi" source="Orion">Sabyasachi</keyword>, <keyword id="3378227" type="General" weightage="20" keywordseo="aditya-birla-fashion-and-retail" source="Orion">Aditya Birla Fashion and Retail</keyword> (ABFRL) is preparing to go directly to the consumer. The company has said that the new entity will build “a portfolio of distinct, new-age, digital brands across categories in fashion, beauty and other allied lifestyle segments” Kumar Mangalam Birla, one of India’s top billionaires with a <a href="https://www.forbes.com/sites/aayushipratap/2022/02/03/indian-billionaire-gautam-adani-becomes-asias-richest-person/?sh=7e7df8744d92">net worth of $90 billion</a>, is ready to take the next big stride into online retail. The board of ABFRL has approved the setting up of a new D2C subsidiary. The retailer has had a bunch of brands for a while but in the last two years, it’s been busy stacking up outfits from some of the top designers of wedding attire. Birla’s recent pacts with designers of ethnic wear <table style="border-width: initial; border-style: none;" class="redcator-table-advance"></colgroup><tbody><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Acquisition year </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Company </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">% stake in acquired firm </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">June 2019 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Jaypore &amp; TG Apparel &amp; Décor </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">100% </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">July 2019 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Shantanu &amp; Nikhil (S&amp;N) </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">51% </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">July 2019 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Finesse Designs </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">51% </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">January 2021 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Sabyasachi </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">51% </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">February 2021 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Tarun Tahiliani </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">33.5% </td></tr></tbody><tbody></tbody><tbody></tbody><tbody></tbody><tbody></tbody><tbody></tbody><tbody></tbody></table> <keyword id="13104055" type="General" weightage="20" keywordseo="what-is-d2c" source="Orion">What is D2C</keyword>? Direct to consumer is when a brand sells their products directly to consumers without selling through any third party retailers, wholesalers etc. Some of the popular D2C brands in the market are MyGlamm, Mamaearth, Wow Skin Science, BoAT, and Go Noise and the number of these brands in India has more than doubled in the last two years, according to consulting firm Bain and Company. Platforms selling D2C brands include Meesho, Tata Cliq, Myntra, Nykaa and Ajio. However, ABFRL’s business model will be similar to the New York-based e-commerce player Thrasio, which acquires small merchants and brands listed on Amazon marketplace. Thrasio has acquired more than 100 third party sellers or fulfilled by Amazon (FBA) businesses and is valued at $6 billion. Indian players like 10Club, Mensa Brands (founded by Myntra's former CEO Ananth Narayanan) and GlobalBees (founded by FirstCry founder Supam Maheshwari and Edelweiss' former executive Nitin Agarwal) have garnered the interest of investors. Notably, Mensa Brands is the <a href="https://www.businessinsider.in/business/startups/news/former-myntra-ceo-started-mensa-brand-in-may-and-its-already-worth-a-billion-dollars-with/amp_articleshow/87735832.cms">youngest Indian startup</a> to be valued over a billion dollars and 10Club raised the <a href="https://www.businessinsider.in/business/startups/news/bhavna-suresh-has-closed-indias-largest-seed-round-for-her-nine-month-old-startup-10club/amp_articleshow/83978841.cms">largest seed round</a> in Asia, last year. Even Thrasio is not willing to let go off this opportunity. The company will be looking to invest <a href="https://www.businessinsider.in/business/ecommerce/news/amazon-aggregator-thrasio-will-invest-half-a-billion-dollars-in-buying-indian-brands/amp_articleshow/88894791.cms">half a billion dollars</a> in the Indian market over the next few years. The combined revenue of all D2C retailers in India was $3 billion in 2020, and is likely to be $35 billion by 2025, according to a recent report by O3 Capital. However, ABFRL’s statement pegged the D2C opportunity at a whopping $100 billion by 2025. <div type="image" title="aditya birla fashion stocks" height="900" width="1200" msid="89347682" hostid="261"></div>Now, ABFRL has been selling fashion brands like Louis Philippe, Van Heusen, Allen Solly, Peter England and many others through over 3,000 stores, for a while now. More recently ⁠— aside from the a series of pacts with makers of top dollar designer outfits ⁠— the company has also bought a <a href="https://economictimes.indiatimes.com/industry/cons-products/fashion-/-cosmetics-/-jewellery/aditya-birla-fashion-to-buy-51-stake-in-masaba/articleshow/88892651.cms">51% stake in House of Masaba</a> (a clothing and cosmetics brand), and sportswear brand Reebok’s India operations. <table style="border-width: initial; border-style: none;" class="redcator-table-advance"></colgroup><tbody><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Categories </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Brands sold by Aditya Birla Fashions </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Luxury </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">The Collective, Ralph Lauren, Shantanu &amp; Nikhil, Sabyasachi, Tarun Tahiliani </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Super Premium </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Simon Carter, Hackett, Ted Baker, Jaypore, Polo </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Premium </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Louis Philippe, Allen Solly, VanHeusen, American Eagle </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Sub-premium </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Peter England, Forever 21 </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Value </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Pantaloons, People </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Mass </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Style Up </td></tr></tbody><tbody></tbody><tbody></tbody><tbody></tbody><tbody></tbody><tbody></tbody><tbody></tbody></table>With this business proposition, Aditya Birla is looking to mint money out of the extensive ecommerce offerings created by Jeff Bezos through Amazon, Walmart through Flipkart, Mukesh Ambani and the Tata Group. Birla will use brands like these to sell the D2C brands it acquires to sell online. Ambani’s Reliance Retail has also been making big investments in e-tail including Ajio, a six-year old online marketplace that makes a bulk of its revenue from sale of fashion clothing. Tata’s product is called Tata Cliq, which sells products from Westside, Shoppersstop and other brands. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/stock-market/news/textile-cigarette-metal-and-electric-batteries-sectors-stocks-up-budget-day/articleshow/89346157.cms">Textile, cigarette makers and others sector stocks that rallied since budget speech</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/news/gautam-adani-and-mukesh-ambani-are-now-richer-than-facebooks-mark-zuckerberg/slidelist/89338118.cms">Forbes shows Adani and Ambani are now richer than Facebook’s Mark Zuckerberg</a>

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