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<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

<ul><li>A show named The BarberShop with Shantanu has released the first episode of its second season. </li><li>The show aims to make 20 investments to the tune of ₹50 lakh to ₹2 crore per investment, over the course of one year. </li><li>Conceptualized by Shantanu Deshpande, founder and CEO of Bombay Shaving Company, the claims to be ‘authentic sans the drama’. </li></ul>Ahead of the release of the much awaited <keyword id="11924074" type="General" weightage="20" keywordseo="shark-tank-india" source="Orion">Shark Tank India</keyword> season 2, a similar show – The BarberShop with Shantanu - Raiser’s Edge has launched its second season. Conceptualized by Shantanu Deshpande, founder and CEO of Bombay Shaving Company, this show aims to shortlist 60 startups and make 20 investments to the tune of ₹50 lakh to ₹2 crore per investment over the course of one year. Deshpande insisted that the show is about a group of ‘curious equity seekers and emerging founders’ who will come together to share ideas and forge partnerships. “We are not creating your typical funding-for-equity ecosystem; this is about true value creation that stands the test of the market, and in a format that’s open for everyone to witness and learn from,” he added. Ideally, they prefer early stage startups to be a part of the show, who are post-revenue i.e. those who are making sales. The startups which will be funded by a group of “friends” who are startup founders, CEOs and businessmen who want to be angel investors. Ideally, they would want to be either the first or the second investor in the startup. The show’s format too will be a tad different from the popular show Shark Tank which launched its first season last year. “We intend to be ‘founder-first’ in approach and language. Why shouldn’t it be an honest conversation between two equals, and not a founder standing and investor on a throne?! Authentic, and sans the drama of course,” Deshpande said in a press release. Over the course of four episodes every month, which drops every Friday, founders will showcase their business and story, and be invited to access mentorship, advice, capital and capabilities they need to build successful businesses in India. The first episode of the show was released last Friday, and within 48 hours, 400 startups have already applied to be part of the programme, the press release claimed. The episode featured Bhopal-based Prateek Vats and <keyword id="15608071" type="General" weightage="80" keywordseo="deepesh-shrivastava" source="Orion">Deepesh Shrivastava</keyword>, founders of Wanderloom narrating the tale of how they built a formidable business through Covid. In addition to Shantanu Deshpande, Mandar Vaidya, CEO of OYO Europe, and <keyword id="5358673" type="General" weightage="80" keywordseo="meghana-narayan" source="Orion">Meghana Narayan</keyword>, founder of Slurrp Farm were also part of the episode and sought equity worth ₹50 lakhs in Wanderloom. In Season 1, the show featured intimate conversations with the likes of Aman Gupta, Ankur Warikoo, Vineeta Singh, <keyword id="396598" type="General" weightage="80" keywordseo="rohit-bansal" source="Orion">Rohit Bansal</keyword> and several other celebrated entrepreneurs – showcasing a founder’s and start-ups journey and myriad shades. “Over 1.5 crore people tuned in to watch season 1. A community of over 200,000 start-up content enthusiasts have been created in just three months,” the press release said. The season is powered by Bombay Shaving Company and Bombay and is available on YouTube.

This show claims to do what Shark Tank does sans the drama

<ul><li>Solethreads, <keyword id="14923780" type="General" weightage="80" keywordseo="ecoright" source="Orion">EcoRight</keyword> and Go Desi cumulatively receive $100,000 as an equity-free grant from <keyword id="18635" type="General" weightage="100" keywordseo="amazon" source="Orion">Amazon</keyword>.</li><li>Over 1,000 entries were received for Amazon Global Selling Propel Startup Accelerator Season 2 launched earlier in the year to help Indian startups go global.</li><li>The 15 shortlisted startups underwent an 8-week mentorship programme organized by Amazon.</li></ul>Amazon <keyword id="3658" type="General" weightage="80" keywordseo="india" source="Orion">India</keyword> today announced the winners of its Amazon Global Selling Propel Startup Accelerator Season 2. Solethreads, EcoRight and Go Desi were chosen amongst 1,000 startups that have applied for the programme. The three emerged winners cumulatively will receive a $100,000 grant from Amazon for global expansion. Solethreads emerged as the winner while Ecoright and GoDesi came a close second. Solethreads, a Delhi-based flip flop startup which started in 2019, sells casual wear flip flop and shoes across various states in India. “In the last couple of months, we got many opportunities to interact with industry stalwarts, VCs and peers. We learnt about the nuances of building a global business, serving global customers with varying preferences, benefits of going directly to customers worldwide and more. This is just a start for us,” said Vikram Iyer, co-founder, Solethreads. EcoRight is an Ahmedabad based startup which sells sustainable tote bags, and have 90% of women as their factory workers. The company was awarded the second prize in the Amazon Global Selling Propel Startup Accelerator in Delhi. GoDesi, one stop for candies and mithais, was the third winner of the accelerator programme. “India is the third largest hub of the startup ecosystem with over 75,000 companies. Out of these, 57% are conceived in tier 2 and 3 cities,” said Deepak Bagal, managing director and CEO of Invest India, speaking at the event. Also, 60% registered startups in the ecommerce space have at least one woman director, added Bagal. <cmsannotation type="cmsannotation" annotationid="‘Startups can now focus on the product, not compliance’" comment="subhead" text="‘Startups can now focus on the product, not compliance’">‘Startups can now focus on the product, not compliance’</cmsannotation> More than 1000 startups and emerging brands had applied for the programme. Out of which, top 15 were selected as finalists including Almo, Avishkaar, Belora, EcoRight, Eske, Go Desi, Greencure, Hathmic, IVEI, Masterchow, Minimalist, Shumee, Sleepy Owl Coffee, SoleThreads and The Artment. Launched in January 2021, Amazon Global Selling Propel Accelerator programme is designed to help early-stage startups in the consumer products space expand globally and become international brands. The second season of Propel Accelerator was launched in February 2022 in partnership with Accel, DSG Consumer Partners, Fireside Ventures and Sequoia Capital India. “Even a small player in India can now just focus on the product and not worry about compliance and logistics or advertisement. Information about the demography of customers is readily available. It unlocks the entrepreneurial spirit of India. In the last 17 months alone, $2 billion of cumulative exports have been sent from India,” said Raghav Rao, VP Finance, India and emerging, Amazon India at the event. As a part of the programme, a cohort of select startups receive 1:1 mentorship from industry leaders, a platform to interact with investors and receive handholding support in going global. Slurrp Farm, <keyword id="7326219" type="General" weightage="50" keywordseo="sirona" source="Orion">Sirona</keyword> and Wellbeing Nutrition were the winners of the programme’s inaugural season in 2021. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/stock-market/news/tamilnad-mercantile-bank-ipo-subscribed-2-85-times-on-last-day-of-issue/articleshow/94053930.cms">Tamilnad Mercantile Bank IPO subscribed 2.85 times on last day of issue</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/startups/news/retailtech-startup-daalchini-raises-4-million/articleshow/94045971.cms">Retail-tech startup Daalchini raises $4 million in a round led by Unicorn India Ventures</a>

Solethreads, EcoRight and Go Desi are the winners of Amazon’s startup accelerator programme

With the United Nations designating 2023 as the International Year of Millets at India's request, the superfood - millets - is going to be the talk of the world soon. And proactive star hotels and food companies in India have chalked out their plans to whip up new millet-based dishes for their customers. The industry officials are expecting sustained deliberations about the goodness of millets to start soon and extend throughout 2023. This will certainly have a positive rub-off effect on the demand for millet-based dishes, hotel and food company officials told IANS. "Now nobody can ignore millets. The focus for food product companies will be on how to milletise their products," S. Murugan Narayanaswamy, CEO, of Southern Health Foods P Ltd makes Manna brand food items. The Manna brand which gained prominence with cricketer Ashwin Ravichandran as brand ambassador has millet-based idli/dosa/upma/poha/kichadi/Pongal and rava dosa mixes. Generally, millets are small-grained, annual, warm-weather cereals belonging to the grass family. They are highly tolerant of drought and other extreme weather conditions and have a similar nutrient content to other major cereals. Mayank Kulshreshtha, Area Executive Chef of Southern Region, ITC Hotels &amp; Executive Chef of ITC Grand Chola told IANS. The millets commonly grown in India include Jowar (sorghum), Bajra (<keyword id="2136819" type="General" weightage="50" keywordseo="pearl-millet" source="Orion">pearl millet</keyword>), ragi (finger <keyword id="9463" type="General" weightage="100" keywordseo="millet" source="Orion">millet</keyword>), Jhangora (barnyard millet), Barri (Proso or common millet), Kangni (foxtail/ Italian millet), Kodra (Kodo millet) and others, he said. The year 2023 will be a turnaround year with more consumers and companies opting for millets. The Atta product categories will see new offerings like oats atta, multigrain atta, nutrition bars and ready-to-cook packs. "Sales of millet-based products are expected to go up by 2.5 times. This is due to the creation of awareness about millets by the central and state governments, food companies promoting their products and the emergence of new categories based on millets," Narayanaswamy added. According to him, millet-based health drinks, breakfast cereals and noodles will grow. The breakfast cereals will turn into multigrain products with millets. While Southern Health is mulling an entry into the millet-noodles segment, the existing player the Mumbai-based Satvika Bio-Foods Private Ltd is expecting higher sales volumes within and outside India. "We have started exporting to Australia and the US. The big food products companies can no longer avoid the millet segment. And their entry will grow the market," Vinod Kumar, Founder and CEO of Satvika Bio-Foods told IANS. Terming noodles as a pan-India food now, Kumar said the overall noodles market size is about Rs 15,000 crore. Within that, the Atta noodles segment will be about Rs 500 crore. Though the Atta noodles segment is growing fast it will take a long time to grow to the size of the maida noodles market. Given this, the millet noodles segment is small but will log accelerated growth starting in 2023, Kumar said. Like millet noodles, there is millet pasta from Wholsum Foods under the brand Slurrp Farm. On the star hotels side, the 650-room meta ITC Grand Chola and beach resort Sheraton Grand Chennai Resort and Spa seems to have the first mover advantage having readied their special millet offerings to their guests. "Next year, we will have a focussed millet programme at our restaurants. We have incorporated millets in European dishes," Kulshreshtha of ITC Hotels said. According to him, the ITC Hotels as a group has enhanced millet offerings across the country. On October 14, ITC Hotels launched its millets programme on the Pavilion buffets. Some of the indicative breakfast, lunch and dinner buffets are: Pearl millet and Brown Rice Poha, Foxtail Millet and <keyword id="15256772" type="General" weightage="50" keywordseo="multigrain-loaf" source="Orion">Multigrain Loaf</keyword>, Amaranth, Ajwain and <keyword id="13011333" type="General" weightage="50" keywordseo="rajma-tikki" source="Orion">Rajma Tikki</keyword>, Bajra Gosht Khichdi, Foxtail millet and Caponata Cannelloni with Roma Tomato Sauce, Amaranth and Jeera Poori, Pearl Millet and Wheat Sourdough, Sama and Brown Rice Kheer, Green Peas, Corn and Finger Millet Tartlet, Sama Murgh Pulao, Finger Millet Crepes with Wild Mushroom Onion and Feta, <keyword id="5951950" type="General" weightage="50" keywordseo="ragi-poori" source="Orion">Ragi Poori</keyword>, Baked Cheese Cake with Buckwheat Crumble, Finger Multi Farmer's Loaf, said Kulshreshtha. "Unlike other hotels, resorts have an advantage in making their guests try out new dishes. The guests come here for leisure with their family," R.Devakumar, Executive Chef, Sheraton Grand Chennai Resort and Spa told IANS. "At our buffet restaurants, we will encourage our guests to try out new millet-based dishes highlighting the health benefits. For example, the Kambu Koozh or Pearl Millet Porridge is good for the gut. Small portions will be served for the guests to taste," Devakumar said. As 51 per cent of the leisure guests come with their families, Devakumar said the children can also be encouraged to have millet-based food items. Devakumar said some of the millet-based items that will be offered throughout 2023 at the resort are: Ragi Paniyaram - Fermented finger Millet dumplings with organic coconut chutney; Kambu Koozh - Pearl millet porridge with probiotic buttermilk infusion and raw shallots; Bajra ke Roti - Pearl Millet soft bread served with garden greens; Foxtail Millet curd rice - mashed grain with curd and southern tempering, served with vadam, vathal and more melagai; Kezveragu &amp; Murungai Keerai Adai - Finger Millet and Drumstick leaf pancake, served with butter and jaggery. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/corporates/news/gautam-adani-puts-in-place-plan-to-take-group-valuation-to-1-trillion/articleshow/94857619.cms">Gautam Adani puts in place plan to take Group valuation to $1 trillion</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/finance/news/wpi-inflation-eases-to-10-7-pc-in-sep/articleshow/94858376.cms">WPI inflation eases to 10.7 pc in Sep</a>

Ragi poori, Bajra poha and more - food cos, star hotels whip up millet meals

<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.

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Fireside Ventures closes its third fund at $225 million

Eetika Kapoor

This show claims to do what Shark Tank does sans the drama

Katya Naidu

Solethreads, EcoRight and Go Desi are the winners of Amazon’s startup accelerator programme

Vaamanaa

Eetika

Ragi poori, Bajra poha and more - food cos, star hotels whip up millet meals

IANS

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

Karuna Sharma

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