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<ul><li>What goes around comes around, especially when it comes to fashion and clothing.</li><li>According to PwC and Assocham, landfills are brimming with so much urban waste that by 2050, India is reportedly going to need a landfill that's the size of its capital New Delhi.</li><li>Before World Environment Day, we talk to Myntra about its new e-store, <keyword id="11376339" type="UNKNOWN" weightage="20" keywordseo="myntra-for-earth">Myntra for Earth</keyword>, that is targeting environment-conscious shoppers and aiming to focus more on sustainability as it moves forward.</li><li>Ayyappan Rajagopal, Chief Business Officer, Myntra tells us about the kind of response Myntra for Earth has seen so far, what kind of sustainable choices do consumers have, changing fashion trends in the future and Myntra for Earth’s goals for this quarter.</li></ul>The future of fashion is upcycling, recycling and sustainable clothing. Brands in India have already started taking baby steps towards converting fashion into a sustainable choice for consumers. More and more consumers are becoming aware of their fashion choices and realising that a worn-out piece of cloth they decide to throw, even as simple as a plain t-shirt, never really goes ‘away.’ It all ends up in a landfill. According to an Assocham and PwC report, landfills are brimming with so much urban waste that by 2050, India is reportedly going to need a landfill that's the size of its capital, New Delhi. At the same time, fast fashion is becoming a trend, which offers consumers the opportunity to buy more clothes at a lower price and that has taken a toll on the environment. It offers consumers an option to swiftly discard their clothes and buy new ‘trendy’ dresses. Consumers and brands aren’t ignoring these horrifying numbers anymore. This World Environment Day, many fashion brands have sworn to make a difference and be cognizant of the harmful effects their products can have on the environment. E-commerce giant Myntra has also stepped up. It has officially launched a sustainable e-store called ‘Myntra for Earth’ that only features eco-friendly fashion choices for all genders and age groups. It has already onboarded 70 leading fashion and lifestyle brands over the last 6 months to offer over 5500 styles to customers on its sustainable store. The store includes handloom and handcrafted, organic, natural-dyed, recyclable and eco-friendly, vegan, and cruelty-free options. The products ordered through this store are delivered in packets made from 100% recycled paper. It is now working towards scaling the number of brands in the store to ~2X by the upcoming quarter while adding another 4000 styles to the existing assortment. We caught up with Ayyappan Rajagopal, Chief Business Officer, Myntra to discuss the challenges of launching a new e-store during a global pandemic, its sustainability roadmap, a few trends that we can expect to see in sustainable fashion and platform’s goals to grow the store this quarter. Excerpts: Q. Tell us more about the 'Myntra for Earth’ store. When was it launched? What kind of response have you seen from the consumers? Launched in October 2020, "Myntra for Earth" is Myntra's sustainable store showcasing a more conscious choice to fashion and lifestyle shoppers. About 70 leading fashion and lifestyle brands have partnered with Myntra over the last 6 months to offer over 5500 styles to customers on its sustainable store. The store offers an immersive and engaging shopping experience for truly ‘sustainability-inclined’ conscious shoppers. As of now, we have seen increased growth in store visits and an uptick in revenue since its launch. The specially-curated store recognises the fashion industry’s sustainability efforts and also aims at augmenting the income opportunities of artisans and NGOs involved. Since its launch, Myntra For Earth store has received a phenomenal response. We are working towards scaling the number of brands in the store to ~2X by the upcoming quarter while adding another 4000 styles to the existing assortment. Q. How are you planning to market this store? Is there a larger campaign-in-the-making to raise awareness? Currently, we are focussing on having the right assortment of brands and products for the consumers in the store as the topmost priority. We have already received phenomenal response from consumers for the products of the store. Nearly 62% of the visitors to the ‘Myntra For Earth’ store are women, with metro cities contributing about 40% of the overall visits to the store. People of all age groups are seemingly conscious about their fashion choices and their impact on the environment in varying degrees. However, those in the age group of 21 to 35 are contributing the highest to the growth of the ‘Myntra For Earth’ store. Q. You have 70 brand partners on Myntra For Earth already. Can you mention a few names? Which are the most loved brands so far? Key names among many include H&amp;M, Mango, Unnati Silks, Bharatsthali, Pothys, Metro Kids Company, Kama Ayurveda, Forest Essentials and Fab India among others. <keyword id="2712840" type="PERSON" weightage="20" keywordseo="Myntra-Fashion">Myntra Fashion</keyword> Brands featured on the platform for their conscious collection include Taavi, Roadster and Ether. Q. So far, we have only seen a few start-ups that are completely sustainable. Are Indian legacy brands following suit? The MFE store has a combination of both home-grown brands like Taavi, Taniera and global brands like Levi, Mango &amp; H&amp;M that give importance to sustainability. Most of the legacy brands have a dedicated charter of well-defined goals on sustainability to educate consumers on organic fashion. Q. Is the packaging for Myntra Earth products different from others? Considering it aims to have a minimal effect on the environment? The majority of the orders are delivered using paper packaging at Myntra. We are gradually moving towards a complete eco-friendly paper for delivery purposes.

Myntra for Earth is working towards scaling the number of brands in the store to ~2X by the upcoming quarter while adding another 4000 styles to the existing assortment: Ayyappan Rajagopal of Myntra

<ul><li>Ahead of its big fashion festival sale, Myntra scales up its collection for teenagers to cover 30,000 styles.</li><li>The teens segment on Myntra has been growing at a CAGR of nearly 150% in the last two years.</li></ul>With the big fashion festival sale around the corner, Myntra is expanding its product portfolio for climate-conscious and fashionable teenagers. It has added Wrogn and <keyword id="14923169" type="General" weightage="80" keywordseo="dressberry-teens" source="Orion">Dressberry teens</keyword> to its portfolio and will display more than 30,000 styles for teens. To appeal to this target audience, the collection will focus on self-expression, individuality and conscious choices, Myntra said. The teens category has registered a compounded annual growth rate of almost 150% in the last two years on Myntra. Teens Store on Myntra houses a one-of-a-kind, dedicated shopping alley for teenagers, aimed towards filling gaps and addressing specific needs of the shoppers in this segment, the press release said. “With today’s young consumers being conscious of the role that fashion plays in their life and reflective of who they stand for, the Wrogn and Dressberry teens line will further enable our fashion-forward teen cohort to have access to the trendy and conscious selection,” Jubi Samuel, senior director - category management at Myntra, told Business Insider India. Dressberry Teens will offer over 190 trend-first options for teenage girls, with 50% of the range being sustainable and environmentally friendly. <keyword id="14923170" type="General" weightage="50" keywordseo="wrogn-teens" source="Orion">Wrogn Teens</keyword>, on the other hand, caters to 7 to 14-year-old teenage boys on the platform. Its selection will be ramped up to over 300 styles in the t-shirts, shirts and jeans category, ahead of the festive season. Flipkart’s Myntra leads the fashion industry According to a recent Bernstein report, ecommerce platforms Flipkart and Myntra are estimated to be the dominant players in fashion with around 60% share. Close second comes Ajio, which is a part of Reliance Retail and is growing strongly with around 15% market share. The report by the wealth management firm expects the overall e-commerce market in India to grow at an annual rate of 30% to reach $130 billion by 2025. Within e-commerce, fashion saw the strongest growth in 2021, occupying 29% of the overall market. “Growth is expected to be led by new online shoppers - primarily from tier 2 and tier 3 cities - and continued online migration of key categories including fashion and grocery,” the report said.

Myntra expands offerings for climate-conscious teenagers with Wrogn and Dressberry Teens

<ul><li>British cosmetics brand The <keyword id="13496722" type="General" weightage="80" keywordseo="body-shop" source="Orion">Body Shop</keyword> has had a presence in <keyword id="3658" type="General" weightage="80" keywordseo="india" source="Orion">India</keyword> for over 16 years now and it looks at India as a critical market.</li><li>We talk to <keyword id="812268" type="General" weightage="50" keywordseo="vishal-chaturvedi" source="Orion">Vishal Chaturvedi</keyword>, Vice President, The <keyword id="6362988" type="General" weightage="100" keywordseo="body" source="Orion">Body</keyword> Shop India who walks us through the brand's journey in India so far, its strategies that have helped it grow here and its plans for the future.</li></ul> Over the last few years, and especially in the last 2 years of the pandemic, there has been a change in the beauty industry. Despite the setback due to the pandemic, the beauty industry is going back towards normalcy. Attractive social media marketing, beauty influencers and e-commerce platforms have brought brands closer to consumers. While 2 years back, most of us would not be comfortable buying cosmetics online, the pandemic changed that, and it will help the larger market in the long-run. Another change the pandemic brought about in the minds of consumers is a move towards using brands that use more natural ingredients in their products. Consumers are also choosing to opt for brands that have a larger brand purpose. British-born, ethical cosmetics company The Body Shop has been in India for the past 16 years. It was one of the early brands that attracted consumers due to its range of naturally-inspired cosmetics and toiletry products. For years, the brand has been pioneering the philosophy that business can be a force for good, and has been launching new standards of ethics in business. In the past few years, the brand has seen healthy growth in India. While its presence on ecommerce platforms like Nykaa and now on Myntra and Amazon helped it take its products closer to its consumers, it also adopted strategies like 60 minute door-to-door delivery and WhatsApp shopping to cater to mass customers. To understand the brand’s journey in India more closely, we spoke to Vishal Chaturvedi, Vice President, The Body Shop India. He told us how the brand has fared in India in the last 16 years, its strategies that have helped it grow here and its plans for the future. Excepts: Q) Walk us through The Body Shop's journey in India. It's been 16 years since the brand entered the Indian market. How have things been? Over the years, the beauty industry has changed a lot, especially in last two years. Beauty is now breaking standard norms and redefining it as an approach to self-expression. encouraging more about ‘How you feel’ in your skin and hence breaking standard beauty norms. There is a rapid rise of beauty technology, product innovations &amp; modes of selling. It’s also noteworthy that the millennials &amp; Gen-Z are driving the change. Digital transformation and emergence of technology has driven reach and penetration. Physical retail stores continue to be the heart of consumer experience, sensorial experience, education and trust operated by human connection. Our omni-channel strategy has helped address the new emerging scenarios to address customer queries and reach them at their convenient channel. Further, consumers are actively seeking product knowledge, source of ingredients, packaging details and identifying with the brand’s core purpose. Issues related to sustainability, inclusivity, adaptability, empathy and relevance are evaluated while making purchase decisions. At the Body Shop, we have targeted focus with a robust omni-channel strategy including an overall digital and offline presence. Bringing touch-and-feel of products to digital portals and experiential stores with technology will be the beacons for the future. Further, it’s our quest to advocate for Profit with Principles while being accessible and affordable. In these times of great social and environmental inequity, we believe that our purpose has ability to bring change. Q) What has The Body Shop's marketing strategy in India been? The beauty segment has become very cluttered in the last few years. How has the brand made a place for itself in the clutter? The Body Shop is a disruptive beauty brand with an edge in the Indian market. We have constantly researched &amp; provided for the changing market trends while keeping the customer at the forefront and helping the planet. Community Programs: Our commitment to be a purpose-driven business has kept grounded to our activist roots. There is credible work done around plastics, tackling waste, packaging &amp; sustainability. World’s first community fair trade program is the core of our DNA for over 40 years. Similarly, we have worked on social activism raising the voice of less privileged communities and dealt with environmental impacts of plastic waste effectively. Communication Channels: In current times, the lines are blurring between digital &amp; physical. Beauty shopping is not restricted to one and in fact, the integration of two is a must to cater audience needs. We have focused our energies on servicing our consumers swiftly as well as digitally enabling our site to deliver an experience at par to that of our stores. Other steps include free samples of consumers’ choice on every order; Live Chats with personal skincare experts and AI driven product recommendations. Collaborations: Evidently, influencer collaborations enhance the content engagement. It also gives a window to reach audiences in varied demographics&amp; geographies. Our Chief Brand Advocate, Sanya Malhotra is self-made, independent, outspoken personality with very strong cinematic choices truly inspiring the young women of the country. She also leads The Body Shop’s SWAD (Squad with a difference) with faces from different backgrounds who come together and fuel our fight for fairer, beautiful world. Third Party Channels: Our collaboration with Nykaa for the past 8 years has proved to work wonders. And now with Amazon and Myntra we’ve made our way to even the remotest corners of the country. After the pandemic, to cater to mass customers, we started door-to-door delivery in 60 minutes and launched WhatsApp shopping. All these initiatives are working in our favor to place ourselves in the cluttered market. Q) The pandemic has thrown a lot of challenges to retail brands across the globe. How did you navigate these challenging times? The pandemic has been a period of learning for the brand. It gave us the time and chance to carefully evaluate consumer behaviour and outlook in order to plan strategically for the future. We were able to understand our customer’s needs better. We have learned to be agile and nimble. Despite the economic magnitude of the lockdown, the beauty industry may have proven to be reasonably resilient with the new emerging normal. In the past two years of the new-normal, the consumers adapted to new channels and wellness routines. Personal hygiene and beauty trends had an uptick because people spent more time on themselves. The increased awareness around beauty and self-care presented the brand with a great niche and campaigns like 'Self Care Sunday' or 'Spa at Home' were very well received by the audience. We also revamped our digital presence by building a consumer-friendly digital store that is complete with cutting-edge technology and a user-first interface. In an attempt to reach customers, we expanded our social media presence with tools to assist hands-on product experience. Digital and social channels have been at the forefront of consumer engagement Anytime, Anywhere shopping service for customers, via Social commerce, WhatsApp Shopping, Assisted Sales, Home delivery, going beyond Express Delivery to 2 hours’ delivery, Expert Chats, Live video consultations and so on. Technology played a vital role in navigating through these times by helping our customers make the right decision in absence of product touch &amp; feel experience. As a result, we are now catering an addition of 5000+ pin codes, we’re now serving over 30,000 pin codes across the country. Q) How are you expanding your retail presence? What are your plans for this year? Post pandemic the dynamics have changed. Large parts of our customers have moved towards online shopping but retail stores are the heart and soul of our brand. With things now opening up again, we are geared up to provide an even better shopping experience to our customers. The need for human connection is now stronger than before and the consumers will look for sensorial experience, physical interaction, engagement, touch &amp; feel of the products and seek personalized consultation at the stores. With this vision, we are moving ahead to open 25 new stores in 2022 in various locations. Our future plans include bringing the activism in the very heart of the brand, that is retail stores. We are excited to launch the new Activist Workshop stores where customers c<a name="_GoBack"></a>an explore and discover how they ‘can fight for a fairer and more beautiful world’. On the product front, we aim to turn completely Vegan by 2023. Additionally, we are constantly focused on making our product packaging 100% recyclable thus reducing our environmental impact. Q) How are you going deeper into the country? What kind of sales are you witnessing from smaller cities? Are you also focusing more on increasing your offline presence in Tier II and Tier III cities? Rising awareness amongst consumers, increased incomes coupled with explosion in the presence of digital platforms the demand from Tier II &amp; III cities has increased manifolds. Customers believe in buying less but buying quality. The appetite to spend in these smaller cities is increasing and customers are becoming more conscious about what to use for their skin and body. Additionally, post pandemic, a great chunk of people have shifted back to their hometowns from metro areas. However, they are still looking for their favourites for personal use. Keeping up with the need of our customers we have a robust plan of opening 25 new stores in FY 2022. 70% of these stores will be opened in other Tier II cities like Indore, Bhopal, Patna and Shimla. Q)Over the past few years, there has been a movement towards cruelty-free products. How has this helped you build your brand narrative? Since its inception in 1976, The Body Shop is a cruelty free brand. We believe and fought the cause that animals should not be used for cosmetic testing. Therefore, all the ingredients are ethically sourced and have never been tested on any animal. The Body Shop passionately believes that no animal should be harmed in the name of cosmetics and that animal testing on products and ingredients is outdated, cruel and unnecessary. This is why The Body Shop and Cruelty Free International partnered to deliver the largest and most ambitious campaign ever to seek a global ban on the use of animals to test cosmetic products and ingredients. In June 2017, The Body shop India launched itsForever Against Animal Testingcampaign with Cruelty Free International and became the first international beauty brand to campaign against animal testing in cosmetics globally. Additionally, all our products are 100% Vegetarian and over 60% of our products are 100% Vegan. This includes best-selling ranges such as the Tea Tree skincare range, Himalayan Charcoal Purifying Glow Mask, Body Yogurts and now the iconic Body Butters launched in November 2021. All our new launches are 100% Vegan. Our new haircare range is certified by The VEGAN society and packaged with fully recycled plastics The Vegan Society takes an extremely thorough approach to certification and contact is made with every supplier and manufacturer of raw materials within the product catalogue. For The Body Shop, that’s over 3,700 raw materials. Once each raw material has been meticulously investigated, each product is reviewed in totality to make sure it is fully compliant. Only then does a product receive Vegan Trademark certification. We are working toward 100% of all Products becoming Vegan by 2023 keeping in line with our commitment to reduce impact on planet. The Body Shop is one the first cosmetics brands to prohibit testing on animals, and also the first company to introduce Fair Trade to the beauty industry. Our customers appreciate the environmental friendliness &amp; social stand of the company and identify with The Body Shop in consequence. Q) What gives you an edge over other brands in the segment? We are not just a brand but a legacy. Years before The Body Shop opened its 1st store in India, The Body Shop International has had a long commitment to India and its communities. <keyword id="2755263" type="General" weightage="50" keywordseo="anita-roddick" source="Orion">Anita Roddick</keyword> had a connection to and faith in India. We were way ahead of many of our competitors today, to enter and make a mark in the market. With our constant efforts, we are able to sustain that relationship with our customers. We believe in assisting them in the best possible ways by understanding their needs and providing them with products that are economical and can be used guilt-free. Q) You say the brand remains staunchly feminist, one that advocates for the right of women and girls everywhere. Can you give me a few examples of the things you have done in this regard in India? In sync with the vision of our founder, The Body Shop champions equality and serves as a voice for young girls and women across the globe. We’re committed to advocate for equal rights, self-love and body acceptance as few of many social causes we fight for. Through our activism, we campaign to make the world a fair and safe place for women and girls. ●In March 2021, we started a mission to end period shame in collaboration with CRY. #DropthePword aimed at raising awareness about Periods, Period Shame, and the impact of Period Shame on India's girls &amp; women. Through this partnership, we aimed to normalize the conversation around periods and raise funds towards menstrual health and education efforts for communicating deeply affected by the pandemic. We aimed to provide menstrual health awareness, education, and free menstrual products to 10,000+ people across 4500 households. ●In October 2020, The Body Shop India partnered with Plastics for Change (PFC) India Foundation to launch project N.A.R.I (Nutrition, Ability, Retraining, Inclusion).The objective of this project was to support female empowerment and sustainability with our focus on female waste pickers, who were the invisible frontline Covid19 warriors. We have raised funds to support these women by voluntary customer donations and an equal amount was donated by us. ●With Stop Sex Trafficking of Women and Young Children, we engaged with our customers, friends, and family across the globe, we have raised awareness and funds. We were elated when India ratified the United Nations Convention against Transnational Organized Crime including Prevention and Punishment of Trafficking, particularly Women and Children. Q) Going ahead, what will your areas of focus be to capture a bigger market share in India? How important is the Indian market for the brand in the global scheme of things? India is a country of diverse people and that is its biggest strength. We have a great diversity of faces, skin tones, beauty regimes, rituals, preferences, and regional beauty traditions, which is a unique opportunity for us. They are also well aware about the ingredients, heavily relying on digital and social media platforms and growing consumption of do-it-yourself (DIY) content. Affordability is key for the customers while demanding high levels of product innovations. As a result, we are investing in video content and reinforce it with a good-quality website. Also, we plan to leverage technology to mimic offline experiences. We use more plant-based and recycled plastic which encourages people to reuse, recycle and repurpose. Our long-term goal is to create a circular packaging strategy, which involves recycling or repurposing all of our product packaging. The customers are being transparently educated about ingredients, packaging and sustainability efforts via Omni channel strategy. Our competitive pricing strategy for India is part of an ambitious plan to expand its reach to more people and smaller cities in quick time. This makes us more affordable and more accessible amongst the millennials across the Tier II and III cities.

Here’s how The Body Shop navigated the pandemic and is growing its business in India

A glimpse at your smartphone today will tell you just how many subscription-based services have pervaded our lives. Be it booking a cab, shopping, ordering food or <keyword id="15646244" type="General" weightage="20" keywordseo="booking-a-table" source="Orion">booking a table</keyword> at a restaurant, there’s always an app for that. But at some point subscription fatigue has to become a real phenomenon right? This is where <keyword id="7391793" type="General" weightage="20" keywordseo="times-prime" source="Orion">Times Prime</keyword>, the super App from Times Internet, comes into play. Rapidly rising as one of the most preferred <keyword id="15482" type="General" weightage="20" keywordseo="lifestyle" source="Orion">lifestyle</keyword> super-apps, Times Prime, offers an extensive range of benefits on a single platform, from shopping to entertainment and lifestyle, brands like Starbucks, Myntra, Uber, Disney+ Hotstar, SonyLIV, Google One, and many more. The idea is simple — instead of paying for different subscription services, pay for one -- and you can access all of these at once. Celebrating Times Prime’s success In line with digital transaction industry trends, about 70% of the Times Prime app's MAUs are male users, while the rest are female. <div type="image" title="The Gourmet Table Mumbai" msid="95846724" hostid="261" sizebytes="1711755"></div>Times Prime members can access multiple apps and services with just one subscription thus delivering great ROI for members, without compromising on their experiences – precisely the reason why Times Prime has witnessed an exponential growth of 300% over the last 3 years.. According to Harshita Singh, Business Head, Times Prime, over 20,000 brand benefits are unlocked on the app daily with weekends seeing further spikes. The member base spans 18 Indian cities, with UPI (48%) being the primary mode of payment followed by credit cards (21%) and then wallets. “To sustain this growth momentum, we will continue to launch exciting benefits and experiences that are valued by the transacting digital natives in the country. We also want to continually upgrade the app experience to better showcase the new categories and to enable discovery of the range of benefits” Singh told Business Insider India in an interview. She added that while Times Prime’s users come primarily from metro cities in India, the app has been seeing increasing demand from all regions. Over-the-top (OTT) and news content are consumed often, along with services like booking cabs, restaurants, grooming and events. “When we were initially trying to get brands to buy into this concept it was hard! But there is a flywheel that exists in bundles- good brands attract more good brands. We also deliver immense value to our partners - scale, user quality, transactions, and that's why they choose to be a part of Times Prime year on year,” she said. New categories, special benefits The company is also planning to introduce new categories and add special benefits for subscribers, including top restaurants in India. A number of other OTT brands are also expected to be added, along with kids' brands, fashion, lifestyle, travel and other services. Singh said that the app was originally created with digital natives in mind, but has since progressed to high frequency use cases, even if they aren’t digital. “Currently we have a strong presence in the Online-To-Offline (OTO) space as some of Times Prime benefits and experience can only be enjoyed offline. One good example can be our Grooming &amp; Wellbeing benefits. Similar to this, our members book curated Times Prime experiences &amp; events like Purple Carpet, The Gourmet Table, History &amp; Food Walks, Photography walks, offers on tea &amp; coffee and mixology sessions on the platform to enjoy them at some of the top venues with other members. We are seeing a strong demand for this category and have a number of exclusive properties in the pipeline,” she added. The subscription business isn’t the company’s only revenue model either. “The beauty of a subscription offering is that people pay you for their own loyalty. As a platform that gives us a lot of leverage to be a launchpad for new subscriptions, D2C offerings, ticketed events, thus resulting in monetisation opportunities beyond the subscription paywall,” said Singh. Further, Singh noted that with performance marketing getting more expensive to scale now, brands can take advantage of platforms like Times Prime. Super apps like these can deliver access to a larger audience at the same time, increasing short term returns on investment and widen the reach. Disclaimer: Times Prime is part of Times Internet Limited and Business Insider is a part of Times Bridge, a company of Times Internet Limited.

Times Prime: A new gamut of elevating lifestyle for India’s youth

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

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