Rohit Jaiswal

While Zomato presented another quarter of nice results, if you are from the FMCG space or even at a broad level interested in how people’s shopping behaviours are changing, then the key metrics for Blinkit present a ring-side view on how the growth of the Quick-commerce channel in India is shaping up. Some key points shared today were that - - GOV per store has grown even on an enhanced store base, with an increased assortment beyond grocery and as high as 25k in some places ! - Share is not being taken away from the Kiranas or the value focused retail stores. - Capabilities built up over time are driving the growth in consumption, eg. in ice-creams. - People want things faster, and hence there have been gains from the broader ecommerce ecosystem. - Some share shift from mid-sized and large sized organised retail stores within the larger cities. Clearly ‘powering India’s changing lifestyles’ as their shareholders’ letter & results cover page puts it :) #India #retail #quickcommerce

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What if you could get your favorite snacks beverages home delivered in less than 10 mins... Q-Com is planning to go full force in cooked food category. Yes, Zepto plans to launch Zepto Cafe through an app - a 10 min food delivery app. Zepto Cafe is an ongoing food delivery service of Zepto already clocking 30K orders per month Zepto's Cafe vs. Swiggy's Bolt vs. Swish vs. Zomato's Everyday - soon we will be spoiled for choices. Currently, the categories are restricted but it will eventually scale up - freshness of the food, preparation time will all be a defining factor.. It is all going to be defined by super convenience. Any thoughts?

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Brick and Mortar route after taking the D2C expressway? From a strategic point of view, this looks great! We have a few good examples - Lenskart is one of them. However, from a consumer behaviour point of view, in an offline environment, consumers reference for comparison shift to other other offline options. In offline settings, say for Liscious, making the whole range of products available could be a challenge unless the stores serve as online delivery hubs as well. Interesting space - a two way traffic😊 #marketing D2C Brands Step Up Hiring to Drive Offline Expansion https://lnkd.in/g7Z34RFv Download Economic Times App to stay updated with Business News - https://lnkd.in/dUpTKhZ

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Unlocking the Power of Marketing in FMCG In the fast-paced world of FMCG, marketing isn’t just about selling products—it’s about building connections, solving problems, and creating value. With razor-thin margins and intense competition, effective marketing can be the differentiator between thriving and merely surviving. Here are five pillars that can drive impactful marketing strategies in FMCG: 1️⃣ Know Your Consumer: Dive deep into consumer behavior. Understand their needs, preferences, and pain points. The more precise your insights, the more tailored your campaigns can be. 2️⃣ Innovative Product Positioning: In crowded shelves, unique value propositions win. Highlight the aspects of your product that stand out, whether it’s convenience, sustainability, or an emotional connection. 3️⃣ Leverage Digital Power: Consumers live online. Harness the potential of social media, programmatic ads, and e-commerce to stay top of mind and relevant. 4️⃣ Trade Marketing Excellence: Your retail partners are extensions of your brand. Invest in merchandising, promotions, and activations to drive visibility and trial at the point of sale. 5️⃣ Brand Building for Longevity: Beyond instant sales, focus on creating a brand story. A strong brand evokes trust and loyalty, ensuring repeat customers over time. In FMCG, marketing is both art and science—a blend of creativity and data-driven decision-making. When done right, it not only drives revenue but also cements your brand in the hearts of consumers. What’s your go-to marketing strategy in the FMCG space? Let’s exchange insights! #FMCG #MarketingStrategy #BrandBuilding #TradeMarketing #ConsumerInsights

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Is the future of grocery shopping in jeopardy with the rise of instant deliveries? Are Kirana stores a thing of the past? With the swift rise of quick commerce platforms like Blinkit , Zepto , and bigbasket.com 's BBNow, it's a question many are pondering. Imagine being a traditional neighborhood grocery store owner watching a whirlwind of change. It's like witnessing a culinary revolution from traditional home-cooked meals to ready-made deliveries. However, Kirana stores are not obsolete. Many are thriving by embracing digitalization and adapting to changing landscapes. Undoubtedly, it's an uphill battle, with ongoing pressure from low prices and instant deliveries that draw customers away. But we're seeing incredible shifts – from the digital onboarding of nearly 1.3 million stores about to integrate into the Open Network for Digital Commerce (ONDC), to Kirana stores still constituting a significant $800 billion industry. Challenges are inevitable, from financial strains to untenable rent. Yet there's a choice: retreat in the face of a $4 billion quick commerce segment, or stand up, innovate, and evolve. Kirana stores stand at a crossroads. Innovation and optimization could transform these challenges into opportunities. The path may not be easy, but adapting is crucial when the choice is between standing still or moving forward #KiranaStores #QuickCommerce #DigitalTransformation #RetailInnovation #GroceryIndustry #LocalBusiness #Ecommerce #Entrepreneurship #CommunitySupport #SupplyChain #BusinessGrowth #ONDC

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Mesmerized at 'Massmerize 2024' - FICCI's annual flagship event on Retail, FMCG & e-Commerce had a spurring theme on 'stimulating performance & unleashing results' for the Indian economy. The innovation, resilience and growth of the FMCG sector is by product of consumption led growth, closely linked with consumer preferences. 🌱 $1000 B consumer market will double by 2030 with CAGR of 10%, e-commerce growing faster by 21%, followed by FMCG at 10% & retail 8% 🖥️📱2/3rd of population is internet ready having information abundance 📈 Rise of affluent class, In 2023 12% households had per capita income of INR 10 lacs, by 2030 we will have 22% such households 🌐🗺️It's a phygital world with 2x investments in physical infra over 5 years, marketplace ecosystems & 👛 No wallet living Digital preference for convenience - we will have 500 million online shoppers by 2030, up to 30% urban Indians use quick commerce for primary shopping 🔗 An evolving supply chain with capacity doubling every 6 years is making us preferred destination for food manufacturers 👨‍💻 Technology will play an integral role by being an enabler, stitching digital transformation stories, empowering manufacturers & brands to find missing pieces 🧩 of consumer behavior. Some fantastic POVs, conversations & presentations. If you missed this action do read out Deloitte Oct'24 report on 'SPURing growth in FMCG , retail & e-commerce sectors in India' on the Massmerize 2024 website. #fmcg #ficci #massmerize #growth

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The D2C landscape in India is growing at an incredible pace, changing how brands engage with customers and how customers expect to interact with brands. At AllThingsBaby.com, this shift has been both a learning curve and an inspiration. Here is what is shaping the future of D2C today: 1. Personalised Experiences Matter Customers value products and services that reflect their unique preferences. From customised baby essentials to tailored solutions, creating a journey that feels personal builds loyalty that lasts. 2. Transparency is Key Customers are choosing brands they can trust. Whether it is about sourcing, sustainability, or ethical practices, being open and honest fosters stronger connections. In baby care, trust is the foundation of every decision. 3. Blurring Online and Offline While D2C brands started in the digital space, integrating physical experiences is reshaping customer journeys. Offering seamless transitions between online and offline touchpoints creates convenience and consistency. 4. Recurring Value Through Subscriptions Customers are looking for ways to simplify their lives. Subscription models—whether for baby essentials or daily-use products—are helping families save time while ensuring quality and reliability. 5. Building Meaningful Communities D2C brands thrive when they move beyond transactions to build connections. Creating spaces where customers can engage, share experiences, and feel valued builds a sense of belonging that drives long-term growth. D2C is not about chasing trends; it is about understanding people. For me, it has always been about creating solutions that resonate with families, making their lives simpler and more meaningful. How do you see the D2C space evolving in the coming year? #india #startups #growth #D2C

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Sales is not glamorous But it is glorious In the FMCG space, the salesman is a true warrior - braving inclement weather, pressure from seniors, and a not-so-glamorous pay package to keep his brands front and center of the customers. As Sunil Pudi, CEO of Kores Stationery Business puts it, “The FMCG business is something which gives you a multifaceted viewpoint of any business because there you are handling multiple stakeholders. You have a push from the brand manager. You have to take care of the distributor’s ROI. Your boss keeps pushing you for sales. And then you have the whole host of retailers with whom you have to fight for shelf space. So in a B2C brand, when you go to the market and work with 20 retailers, and at least for those 20 minutes you are in his shop and able to generate an order, it's a huge learning cycle that gives you a complete understanding of how you can run a business.” Sunil is what people call a salt-of-the-earth kind of CEO. Starting his career in frontline sales more than 20 years years ago, Sunil kept climbing the ladder within the FMCG industry, working with consumer goods brands like HUL, Pepsi, Pidilite, Bilt, and now Kores. On the latest episode of WHAT THE F….mcg! the podcast from FieldAssist, Sunil lets us in on some interesting snippets from his life in FMCG – from getting yelled at by a retailer, to getting to finding the devil in the details. Catch him as he talks about 80+ Years Strong: A Legacy Consumer Brand's Revival in a $4 Billion Industry. It's worth every second! Do share your sales stories; each one has something to learn. Find the link to the complete podcast in the comments section.

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Tier 4 towns, Gen Z boost Meesho’s orders by 35% this year The growth largely came from categories such as beauty and personal care, and home and kitchen, which saw about 70% year-on-year growth in orders. E-commerce unicorn Meesho, which primarily serves shoppers beyond tier I cities and metros, has recorded a 35% year-on-year rise in the number of orders placed on its platform this year. The growth largely came from categories such as beauty and personal care, and home and kitchen, which saw about 70% year-on-year growth in orders. Meesho recoded nearly 175 million annual transacting users in 2024, among which about 50% of the user base came from tier 4 towns and beyond such as Naidupeta (Andhra Pradesh), Sherghati (Bihar), and Harapanahalli (Karnataka), the company said in a statement. Moreover, Gen Z or people born between 1996 to 2010, now accounts for one-third of Meesho’s user base. Items such as glass sippers, reusable straws, makeup wipes, sneakers, and resistance bands have seen a significant increase in orders. Among the states, Ladakh, Uttar Pradesh, and Bihar contributed the most to order growth this year. “While tier 2+ towns were a key driver of this expansion, repeat shoppers from metro cities like Delhi, Bengaluru, and Hyderabad further strengthened Meesho’s broad appeal,” it said. Meesho Mall, the platform’s branded product vertical, also recorded a 117% jump in orders mostly from tier 2+ towns. While this verticle had began with branded beauty and personal care items, it has now expanded into categories such as home and kitchen, appliances, books, groceries and more. Brands such as Lotus recorded 6x growth in orders on Meesho Mall, while Joy recorded 5.5x growth, Renee recorded a 3.5x boost, and Dollar saw 1.8x increase in the number of orders. Meesho claimed its app surpassed 210 million downloads this year. The sustained rise in order numbers has helped Meesho generate positive cash flows in FY24. Operating cash flow stood at Rs 232 crore compared to a negative Rs 2,303 crore in FY23. The company’s revenue from operations rose 33% to Rs 7,615 crore from Rs 5,735 crore in FY23, on the back of 36% growth in orders delivered to 840 million from 620 million a year ago. Adjusted losses narrowed 97% to Rs 53 crore in FY24.

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🚀 Zepto’s FY24: Doubling Revenue, Reducing Losses, and a Clear Path to Profitability! 2023-24 was a transformative year for Zepto, with consolidated revenue growing 120% to ₹4,454 Cr, thanks to the rising demand for quick commerce. As we scaled, we also tightened our operations to improve margins: 🔻 Net loss reduced to ₹1,249 Cr (down 2% from FY23) 📉 Loss as a % of revenue dropped to 28% (from 63% in FY23) 💰 Gross Merchandise Volume (GMV) crossed $1 Bn, with 75% of dark stores achieving EBITDA positivity Key Investments in FY24: ₹3,450 Cr on inventory ₹426 Cr on talent ₹493 Cr on warehousing ₹304 Cr on advertising Zepto’s journey is a masterclass in scaling while managing profitability pressures. With $1 Bn+ in fresh funding and a robust operational strategy, the startup is setting a strong example for sustainable growth in a fiercely competitive market. Their focus on unit economics and dark store profitability reflects their long-term vision in this fast-paced sector. The road ahead is competitive, but Zepto’s momentum shows that they’re here to redefine the game! 🚴‍♂️ #QuickCommerce #Growth #Zepto

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They say finding the right guy is hard, but for your VM installation we’re the green flag you’ve been waiting for 🥰 Look who jumped in the trend wagon too! 👀 Zepto Shaadi.com #Brandola #zepto #offlinemarketing #brandelevation #eventmarketing #retailmarketing #localmarketing #brandingagency #brandingdoneright #signage #visualmerchandising #creativedisplays #posm #smartbranding

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The Open Network for Digital Commerce (ONDC) was launched to democratize e-commerce and challenge the dominance of Swiggy and Zomato. However, its impact has been limited due to slow adoption by small businesses, technical complexities, and strong consumer loyalty to established platforms. Magicpin, which supports small businesses, saw initial success with referral incentives but faced fading engagement as the model didn't build long-term loyalty. For ONDC to succeed, it needs enhanced support for SMEs, consumer trust-building, collaborations with established platforms, innovative business models, and strong policy support. With these strategies, ONDC can still transform India's digital commerce landscape. let me know what's your take on future of ONDC. #befoodly #ondc #maginpin

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The #IPL viewers' interest in a category is a critical factor in determining the likelihood of his recalling an advertisement of a brand in that category. Majority of the IPL viewers are young and less-than-interested in financial services while by the same token, all of them are interested in various consumption categories. Little surprise then that the 3-5 brands an individual viewer recalls is difficult to get into for financial services brands.

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Paytm is in talks to sell its movie and ticketing business to Zomato This move will let paytm focus more on its main services like financial products and e-commerce. For zomato , buying this business could help them grow beyond just food delivery. This change shows how quickly the tech world can shift as companies adapt to new opportunities. It will be interesting to see what paytm and zomato do next! Want to have more details? Read the whole article attached in the comments!

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Amazing insights by Tapesh Kumar 👏🏻... Debate has emerged, let's discuss...!! A humble coconut vendor in Bengaluru has sparked a conversation that’s resonating with so many of us. His handwritten sign, comparing his Rs. 55 coconut to the Rs. 70-80 price tag on quick commerce platforms like Zepto, Blinkit, and bigbasket.com, has gone viral. And with it, a bigger debate has emerged: Are we paying too much for convenience? The responses have been fascinating—ranging from strong support for local vendors to others justifying the added cost of doorstep delivery. Some see quick commerce as a lifeline for time-starved lifestyles, while others view it as a pricey habit that's eating into both budgets and healthier routines. As consumers, we’re at a crossroads: support local businesses and rediscover value in the simple act of stepping out? Or embrace the convenience-driven economy, even if it means paying a premium? What are your thoughts? Are these quick commerce platforms a blessing, a bane, or a bit of both? How do you strike the right balance? Let’s discuss! #premium #localbuinesses #convenience #economy #debate #consumers #lifestyle #competition #blinkit #zepto #bigbasket #localvendors

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Paytm has announced it will sell its entertainment ticketing business to Zomato for an impressive Rs 2,048 crore. This strategic move marks a significant shift in both companies' focus areas. 🎟️🍽️ Key Highlights: 1. Transaction Details: Paytm’s entertainment ticketing business, including platforms TicketNew and Insider, will be acquired by Zomato on a cash-free, debt-free basis. The deal also includes around 280 employees from these subsidiaries. 2. Strategic Shift: With this acquisition, Paytm will concentrate on enhancing its core payments and financial services, reflecting a pivot towards strengthening its primary business. 3. Continued Access: For up to 12 months, the entertainment ticketing services will still be available on the Paytm app during the transition period. This acquisition underscores Zomato’s expansion into new verticals beyond food delivery, while Paytm focuses on solidifying its position in financial services. It’s a testament to the dynamic and evolving nature of the tech and digital landscape in India. #Zomato #Paytm #Acquisition #DigitalTransformation #TechNews #BusinessStrategy #Entertainment #FinancialServices

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Influencer Marketing Strategies: Swiggy and Cred Two notable examples of this strategy are Swiggy's IPO shares allotment to celebrities and Cred's influencer-driven advertising campaigns led by Kunal Shah. Swiggy's IPO Shares Allotment: Swiggy's decision to allocate IPO shares to celebrities was a strategic move aimed at generating significant buzz and attracting retail investors. By associating the company with well-known personalities, Swiggy sought to create a sense of credibility, trust, and excitement. Celebrities, with their vast social media followings and cultural influence, can serve as powerful advocates, encouraging their fans to invest in the company. This strategy is particularly effective for startups or emerging brands that need to establish a strong public image and attract investor attention. Cred's Influencer-Driven Advertising: Cred, on the other hand, has adopted a more direct approach to influencer marketing. The company has partnered with a wide range of influencers, from actors and comedians to social media celebrities, to create engaging and entertaining advertising content. These influencers often showcase their personal experiences with Cred, highlighting the benefits and perks of using the platform. By tapping into the authenticity and relatability of influencers, Cred has been able to connect with a diverse target audience and drive user acquisition. 1️⃣ Comparative Analysis: While both strategies involve the use of influential individuals to promote a brand, they differ in their approach and objectives. Swiggy's strategy focuses on creating a sense of credibility and excitement, while Cred's strategy aims to engage the target audience through entertaining and relatable content. 2️⃣ Effectiveness: Both strategies can be highly effective, but their success depends on several factors. Swiggy's strategy relies on the celebrity's credibility and influence. If the celebrity's actions or statements are perceived negatively, it could have a negative impact on the brand. Cred's strategy, on the other hand, is more dependent on the quality of the content and the relevance of the influencers to the target audience. 3️⃣ Target Audience: Swiggy's strategy is likely to appeal to a wider audience, as celebrities have a broad reach and can attract investors from various demographics. Cred's strategy, however, is more targeted, focusing on a specific demographic of credit card users. 4️⃣ Implications: Both strategies have implications for the future of influencer marketing. Swiggy's strategy highlights the potential of leveraging celebrities to generate buzz and attract investors. Cred's strategy demonstrates the importance of creating engaging and relatable content that resonates with the target audience. As influencer marketing continues to evolve, brands will need to adapt their strategies to stay relevant and effective. #swiggy #swiggyipo #ipo #cred #statrup #cred Kunal Shah

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**Insights from ASCI's Annual Report: Enhancing Advertising Standards** Since its establishment in 1985, the Advertising Council of India (ASCI) has been committed to combating harmful advertisements by identifying and correcting them. The latest annual complaints report for April 2023 to March 2024 deals with significant trends and challenges in the advertising landscape. Of 8229 advertisements scrutinised by ASCI, 98% required modification, and 49% were promptly addressed or withdrawn. Notably, 85% of these advertisements were digital, highlighting the growing influence of online platforms. The healthcare sector emerged as the most violative sector, followed by Illegal Offshore Betting and Personal Care. ASCI even scrutinised 3,200 advertisements for direct law violations, mostly on digital media. In the healthcare sector, 99% of 1575 advertisements required modification, with many violating the Drugs and Magic Remedies (Objectionable Advertisements) Act. Similarly, in the Personal Care sector, 98% of 1064 advertisements needed modification. The recent press release by ASCI granting the Central Consumer Protection Authority the authority to adjudicate non-compliant advertisements indicates a significant regulatory shift. This development prompts questions about its impact on advertising standards and consumer protection. Monitoring how these measures enhance advertising standards and consumer protection will be crucial and result in a new era of accountability and transparency in Indian advertising. Read this article by Bhumika Sharma & Sunayana Jain: https://lnkd.in/gdGHgBk7 #AdvertisingStandards #ConsumerProtection #ASCI #IndianAdvertising #TransparencyAndAccountability

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Gave a session on 5 ways to 2X your marketing ROI with first party data ! Yesterday I had the opportunity to present our learnings in Gupshup 's Conversations event in Delhi. Here are the key 5 points on 2X ROI we spoke about : 1. Re-emagine the lead funnel by use of Click to Chat Ads : helps improve CPL by 2-3 X 2. Utilize the free conversation window in whatsapp for 24 - 72 hrs - 30% improvement in CTR 3. Powerful Copywriting with strong hooks and compelling narratives and media can drive 50% improvements in open rate and CTRs. 4. Organize and tap into full 1st party data beyong just customers esp leads - Reduces CPL 5. Monitor the campaign performance not at a monthly level but real time at a camapign level. Attached below is the presentation from the session. Special thanks to the Gupshup leadership for the oppurtunity to present our learnings. Beerud Sheth , Gaurav Kachhawa , Salim Ali . The event was full of valuable insights and product demos on cutting edge Conversational ai, marketing and commerce. Had a great opportunity to meet and reconnect with industry colleagues. As a team we took back some great learnings from Gupshup and their customers sessions and partners Meta, Microsoft & Moengage as well. Alibha Behera, Himanshu Bhandari #marketing #conversations #whatsapp #roi DAIOM

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