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The consumers may end up paying more for shopping online on <keyword id="19910508" type="General" weightage="20" keywordseo="amazon-india" source="keywords">Amazon India</keyword> for certain products as the company is set to revise its seller fee structure from April 7. In a recent notification, the e-commerce behemoth has informed sellers about revised structure that is likely to result in price increase for several items. The last fee revision was in May 2023. The revised structure "does not include the 18 per cent GST that will be levied on the seller fee", according to reports. A seller needs to pay a fee to <keyword id="19904608" type="General" weightage="20" keywordseo="amazon" source="keywords">Amazon</keyword> for the items sold on the Amazon platform. Among the hiked fee structure, luxury beauty has been increased from 5 per cent to a tiered system that goes up to 10 per cent. Sleepwear category will witness a seller fee hike from 11-15 per cent to 13.5-19 per cent, while the home improvement category will see an increase from 9 per cent to 13.5 per cent). Amazon <keyword id="19895063" type="General" weightage="20" keywordseo="india" source="keywords">India</keyword>, however, has also decreased fee for categories such as baby apparel products, inverter and batteries and some others. The company did not immediately comment. The revised seller fee structure is likely to impact companies like <keyword id="19951130" type="General" weightage="20" keywordseo="mamaearth" source="keywords">Mamaearth</keyword> more which do bulk selling of their products on Amazon. SEE ALSO:<a href="https://www.businessinsider.in/tech/mobile/news/oneplus-12-review/articleshow/108723955.cms" target="_blank"></a> <a href="https://www.businessinsider.in/tech/mobile/news/oneplus-12-review/articleshow/108723955.cms" target="_blank">OnePlus 12 review: A feature-packed device with promising battery back-up</a><a href="https://www.businessinsider.in/tech/mobile/news/motorola-edge-50-pro-to-launch-in-india-on-april-3-everything-we-know-so-far/articleshow/108667275.cms" target="_blank"></a> <a href="https://www.businessinsider.in/tech/mobile/news/motorola-edge-50-pro-to-launch-in-india-on-april-3-everything-we-know-so-far/articleshow/108667275.cms" target="_blank">Motorola Edge 50 Pro to launch in India on April 3 – Everything we know so far</a><a href="https://www.businessinsider.in/business/auto/news/jsw-group-and-saic-motors-jv-jsw-mg-motor-india-set-to-up-production-to-3-lakh-vehicles-a-year-with-a-new-car-every-3-6-months/articleshow/108647799.cms" target="_blank"></a> <a href="https://www.businessinsider.in/business/auto/news/jsw-group-and-saic-motors-jv-jsw-mg-motor-india-set-to-up-production-to-3-lakh-vehicles-a-year-with-a-new-car-every-3-6-months/articleshow/108647799.cms" target="_blank">JSW Group and SAIC Motor’s JV ‘JSW MG Motor India’ set to up production to 3 lakh vehicles a year with a new car every 3-6 months</a>

Amazon India's revised seller fee next month may up prices for certain products

<ul><li><keyword id="4548811" type="PERSON" weightage="20" keywordseo="Mamaearth">Mamaearth</keyword> onboards <keyword id="823990" type="PERSON" weightage="20" keywordseo="Sara-Ali-Khan">Sara Ali Khan</keyword> as its brand ambassador.</li><li>The brand will target millennials with Sara Ali Khan.</li></ul>Mamaearth introduces the millennial icon, Sara Ali Khan, as the new face of the brand. She will be endorsing Mamaearth Hair Care Range and advocate the goodness of its natural ingredients. Mamaearth is a purpose driven brand for millennials that believes in choosing goodness for themselves and the environment. Sara Ali Khan is a strong millennial icon and with her fun, bold and authentic personality, will be a great fit for the brand. She is known to speak her mind and will truly believe in the brands’ purpose of Goodness inside! The actor also took to Instagram to share her new endorsement deal in her unique style. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> Commenting on the appointment, Ghazal Alagh, Co-founder and Chief Innovation Officer, Mamaearth, said, “We are a brand founded by millennials for millennials. As a purpose-driven brand, we intend to serve a greater goal along with creating great quality products that are safe and effective. Sara is a voice that the youth resonate with and we strongly feel that she would be able to advocate the brand’s ideology and further our cause.” "Since I was a kid, my mother has been using Onion oil, Rice water, Amla juice, etc on my hair. These kitchen recipes have always done wonders for my hair. When Mamaearth approached me to endorse their hair care range and I got to know that their products are inspired by traditional recipes using natural ingredients, I knew I had to partner with this brand. While they create great toxin-free products, what I love the most about the brand is their philosophy of Goodness Inside and their purpose of serving a greater good. I am excited to embark upon this journey and urge fellow millennials to choose the goodness of Mamaearth,” says Sara Ali Khan

Sara Ali Khan to be the first ambassador for Mamaearth

<ul><li><keyword id="4548811" type="General" weightage="100" keywordseo="mamaearth" source="Orion">Mamaearth</keyword> has a new brand ambassador. </li><li>The FMCG brand announced today that it has onboarded <keyword id="689826" type="General" weightage="80" keywordseo="samantha-ruth-prabhu" source="Orion">Samantha Ruth Prabhu</keyword> to be the face of its brand.</li></ul>Mamaearth has introduced Samantha Ruth Prabhu as the new face of the brand. She will be endorsing skincare products while advocating choosing the goodness of natural ingredients. Through this partnership Mamaearth intends to anchor its presence in the southern market, along with strengthening its position nationally. <keyword id="520475" type="General" weightage="20" keywordseo="samantha-prabhu" source="Orion">Samantha Prabhu</keyword> is known for her strong, independent persona and has touched millions of hearts with her positivity and fervor towards life. Her grace and goodness are infectious and is known to speak her mind. Hence, she is the true embodiment of ‘Goodness Inside’. Commenting on the campaign, Ghazal Alagh, Co-founder and Chief Innovation Officer, Mamaearth, said, "Being a brand for millennials and driven by the purpose of goodness, we wish to partner with people who resonate with our philosophy of ‘Goodness Inside’. Samanath represents the ideal youth, driven by ideals and purpose, and we strongly feel she will be able to support our purpose across India, especially the south Indian markets. " Commenting on the partnership, Samantha Ruth Prabhu says "Anyone who follows me on social media knows that I am a big fan of natural ingredients and traditional home remedies for my skin. But home remedies are cumbersome to make and time-consuming too. Mamaearth is a brand that truly embodies my personal preferences for skincare. With natural ingredients and no-toxin formulations, the brand was an instant hit with me. In fact, when they approached me to endorse the brand, I knew this was a brand that I had to partner with, not only because of their products but their purpose of 'Goodness Inside'. As I embark upon this journey with Mamaearth, I hope my fellow goodness enthusiasts will choose the goodness of Mamaearth along with me.”

Mamaearth onboards Samantha Ruth Prabhu as its new brand ambassador to anchor its presence in the Southern market

<ul><li>Consumers are looking for toxin-free beauty products, and those that suit their specific skin colour.</li><li>They also choose brands based on ingredients, with prominence of genderless beauty and more.</li><li>Pure play beauty and personal care companies are capturing these trends better than their FMCG peers. </li></ul>Gone are the days when every second home housed the same popular shampoo, face cream and soap brands. The new-age consumers, driven by the rising incomes of the middle class, seek beauty products that offer personalization – instead of buying off the rack. A report by <keyword id="3359665" type="General" weightage="80" keywordseo="redseer" source="Orion">Redseer</keyword> and Peak XV says that consumers are looking for toxin-free products, products that suit their specific skin colour (as opposed to fair &amp; lovely preferences); with an increasing prominence for genderless beauty. There is also a trend wherein consumers are making ingredient-specific purchases, the report adds. Moreso, they are also exposed to tech that allows for customization into products like serums which can make the ‘best fit’. "From acne management to anti-ageing solutions, specialized use cases are where we're seeing a lot of the action. Brands are spending a significant portion of their resources and organisation bandwidth on new product development, R&amp;D, and customer insights to drive more efficacious products to a targeted audience," says Sakshi Chopra, MD, Peak XV. The market share of such specific use case products is expected to be around 60% by 2027, Redseer predicts. “Globally, there's a growing need among consumers for products 'made for them', tailored to individual skin or body types. They are increasingly willing to pay premiums for effective and safe solutions, leading to rapid growth in the masstige and premium categories,” said Rohan Agarwal, Partner, Redseer Strategy Consultants. Skin in the game So, who is winning the game that’s rapidly changing? Undoubtedly, pure-play beauty companies have more skin in this game — like L'oreal, Honasa (Mamaearth) and <keyword id="6376684" type="General" weightage="20" keywordseo="nykaa" source="Orion">Nykaa</keyword> as opposed to HUL. The average revenue growth that pure-play BPC companies saw between 2022-2027 is at 10% – that’s five times what FMCG companies in the business see, at 2%. They already have 33% of the market – which is expected to rise to 42% by 2027. The reasons for their ability to disrupt the market are many. For one, pure play companies are able to capture the trend of moving to masstige and premium products better with faster R&amp;D and product development. Some of them have been able to shorten time to market by 50%, the report says. This way, they are able to target a greater number of specific use cases — helping them curb a larger share of the rapidly fragmenting market. As the market breaks off from being ‘mass’, the channels to approach them are just as important as the product itself. Fortunately, a large chunk of these new-age customers are already online. The Indian BPC market is at $30 billion and a third of it — $10 billion is purchased online. There are over 150 million online BPC customers in India. A lot of successful beauty brands are not content on just ‘being online’ and offline – they’re meeting their customers via live commerce, VR/AR stores on metaverse and more. German company <keyword id="244393" type="General" weightage="80" keywordseo="beiersdorf" source="Orion">Beiersdorf</keyword> launched a personalized AI powered D2C brand using data from multiple customer surveys. Pure-play brands also spend a lot more on marketing as they build brands by educating and creating awareness — clinching the secret to make people feel good as well as looking good.

Beauty is in the detail: How tailor-made products are taking over the market

<ul><li>Direct-to-consumer personal care brand Mamaearth, earlier this year, announced <keyword id="823990" type="PERSON" weightage="20" keywordseo="Sara-Ali-Khan">Sara Ali Khan</keyword> as Brand Ambassador for their haircare range.</li><li>It has now launched its first TVC with Sara Ali Khan. </li></ul>Mamaearth, the fast-growing toxin-free personal care brand, released its first national television commercial featuring Sara Ali Khan and <keyword id="7653" type="PERSON" weightage="20" keywordseo="Amrita-Singh">Amrita Singh</keyword>. The commercial highlights the benefit of Onion in reducing hair fall and presents <keyword id="11418143" type="UNKNOWN" weightage="20" keywordseo="mamaearth-onion-shampoo">Mamaearth Onion shampoo</keyword> as a contemporary solution to the traditional DIY remedies. Sara was recently announced as the Brand Ambassador for the Mamaearth haircare range. The millennial icon will feature alongside her mother and share screen space for the first time. Amrita Singh will be seen in a television commercial after a gap of 35 years in the Mamaearth commercial. Conceptualized by <keyword id="2843136" type="COMPANY" weightage="20" keywordseo="Korra">Korra</keyword>, the commercial is set on the premise of Sara and Amrita Singh’s daily life banter on the former's life choices and a mother's concern about it. The film starts with Sara Ali Khan and her friend in a conversation, when Amrita Singh intrudes to mock Sara’s unhealthy choices like snacking on junk food and opting for synthetic fabric. It continues into Sara’s friends seeking her advice for hair fall control, when the mother dismisses that too assuming it is chemical-based solution. But when she takes a closer look at the Mamaearth Onion Shampoo, she is pleasantly surprised learning that it is toxin free and made using natural ingredients, the ideal choice for hair fall control. The mother instantly approves <div type="Youtube" id="XYZBe-wwi6s" title="New &amp; Improved Mamaearth Onion Shampoo | Reduce Hair Fall Naturally" thumbUrl="https://i.ytimg.com/vi/XYZBe-wwi6s/mqdefault.jpg"></div> Mamaearth Onion Shampoo is the confluence of modern technology and traditional wisdom. The film reiterates that the New and Improved Mamaearth Onion Shampoo helps control hair fall and makes the hair 8 times smoother. This film will bring to life the camaraderie of Amrita Singh &amp; Sara Ali Khan and will remind the consumers of how they too live under the invisible yet omnipresent radar of our mothers, who only mean well. Talking about the upcoming TVC and her association, an ecstatic Sara Ali Khan said, "Being an actor, you get a chance to work with some of the finest artists of the world, but nothing comes close to working with your mother. The thought of sharing the screen with her, who was also my first acting teacher, is something I will cherish forever. My mother always used onion extract on my hair, and hence we chose to come together for this television commercial. I love the chemistry between Amma and me, and I hope it resonates with the audience too. Mamaearth is doing an incredible job of integrating technology with traditions, and that's what sets the brand apart." Amrita Singh, the leading lady of her era, appeared in a brand commercial after a break of 35 years. The primary reason for choosing to appear in the commercial was the brand's purpose and products. "On a personal note, Sara always seeks my advice on personal care as I have been extremely particular about setting regimes for her hair and skin. But when she told me the reason, she decided to work with Mamaearth is that they make modern alternatives to DIY recipes. When I was offered to work with Sara in the television commercial, I just had to agree as the premise of the television commercial is literally a scene out of Sara’s childhood when I used to insist on using onion extract on her hair to reduce hair fall. What makes this commercial even more special is working with Sara for the first time. I really like Mamaearth’s approach towards their product line and their efforts to make a larger impact on society. I hope they are successful in their endeavors. " Says, Amrita Singh. Talking about the latest development and the recent meteoric rise in the brand's foothold, Ghazal Alagh, Co-founder and Chief Innovation Officer, Mamaearth, said, "We incepted Mamaearth with the vision of enhancing the quality of lives of our consumers with our products along with serving a bigger purpose. Our journey from being a niche baby care brand to becoming a mainstream personal care name is a testimony that safe and effective quality body care products were long-awaited. At Mamaearth, we have strived to set the benchmark higher with every product and partnership. We firmly believe that Sara and Amrita coming together to endorse our hair care products shows the credibility we generated as a brand. Sara is a youth icon, and this association would only strengthen our cause." Commenting on this, Gaurav Nabh, CEO at Korra, said: "Mothers always know the best and would recommend things that are time tested and often rooted in traditions. Our latest work on Mamaearth Onion Shampoo helps build on this insight through an endearing story told by Sara Ali Khan and Amrita Singh, a story shared by every mother and daughter in every home of India. With this campaign, we continue to showcase Mamaearth's promise of bringing to life age-old and proven natural solutions passed on from generations yet delivered in a modern avatar. Looking forward to more great work together and helping Mamaearth build a deeper connection with the consumers." Deepak Kumar, Chief Creative Officer at Korra added "As a brand Mamaearth is loved by its consumers for bringing simple and natural kitchen recipes in modern form. Solutions and secrets that have been used by generations in our families and passed on. And when nothing works, we always look up to our mother for that solution. Our association with Sara Ali Khan brings that alive seamlessly. She is the perfect personification of a modern-day aware consumer who values her mother’s advice. And with the beautiful Amrita Singh in the same frame, it helped us create a beautiful yet bubbly story that is true to the relationship shared between this famous mother-daughter couple. The new Onion shampoo campaign’s storytelling is organic, relevant and we hope it resonates with the consumer." The TVC conceptualized by Korra Worldwide is a 25-second film and will be followed by a shorter edit of 10 seconds, highlighting the product facet. Mamaearth is a purpose-driven brand for millennials who believe in choosing goodness for themselves and the environment. Mamaearth believes that goodness starts with the small choices each of us make every day! The brand continues to live up to its belief by using only the best of nature and no toxins or harmful chemicals in their products. They are also animal cruelty-free, plastic positive, and have launched the Plant Goodness promise last year. As part of this, the brand links every order made on their website to a tree they plant and is set to plant 10 lakh+ trees in 5 years.

Mamaearth brings Sara Ali Khan and Amrita Singh together on-screen for the first time

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

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Amazon India's revised seller fee next month may up prices for certain products

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Sara Ali Khan to be the first ambassador for Mamaearth

BI India Partner

Mamaearth onboards Samantha Ruth Prabhu as its new brand ambassador to anchor its presence in the Southern market

BI India Partner

Beauty is in the detail: How tailor-made products are taking over the market

Katya Naidu

Mamaearth brings Sara Ali Khan and Amrita Singh together on-screen for the first time

BI India Partner

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

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