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DHL and the New York University Stern School of Business have released the latest DHL Trade Atlas 2025, providing a comprehensive analysis of the most important trends in global trade. The report reveals that Asia’s trade outlook remains positive, mirroring global trade, which is forecast to grow faster over the next five years compared to the preceding decade. In fact, a few countries in Asia – India, Vietnam, Indonesia and the Philippines – are expected to see especially strong growth. The South Asia as well as Southeast Asia regions are also set to outperform other regions in terms of trade growth. 

"As we look towards the future of trade in Asia, it's clear how trade growth has proven surprisingly resilient in the face of recent disruptions. With the ongoing diversification of supply chains that continues to reshape the commerce landscape, Asia has steadfastly emerged as a key player in the global market,” said Ken Lee, CEO – Asia Pacific, DHL Express. “However, we must approach this promising outlook with a measured perspective, recognizing the uncertainties and volatility that continue to characterize the global business environment. As businesses diversify supply chains, it is essential they stay innovative in their strategy and proactive in seeking out new routes to growth.”

Commenting on India’s growing role in global trade, R S Subramanian, SVP South Asia, DHL Express said, “The Trade Atlas underlines India's rapid expansion in global trade, positioning the country as a critical hub connecting the east and west. While we anticipate trade volume growth and an increase in global trade share, we remain cautiously optimistic about the future given the global economy's general volatility. Furthermore, South Asia is expected to grow its trade volume faster than any other region between 2024 and 2029, providing an excellent opportunity for its economies and businesses to improve their global stature."
 
New leaders in trade growth: India, Vietnam, Indonesia, and the Philippines
Between 2024 and 2029, four countries in Asia are forecast to rank among the top 30 for both speed (growth rate) and scale (absolute amount) of trade growth: India, Vietnam, Indonesia, and the Philippines. 
In the next five years, India is anticipated to retain its third-place rank on the scale dimension as well as jump 15 spots to the 17th position on the speed dimension as its compound annual trade volume growth rate rises from 5.2% to 7.2%. Additionally, India may also deliver 6% of the world’s trade growth, behind China (12%) and the United States (10%). 
The prospects of Vietnam, Indonesia and the Philippines are bright as they have displayed substantial potential to benefit from supply chain shifts and diversification strategies. Vietnam is expected to maintain a 6.5% compound annual trade volume growth rate over the 2024-2029 period and promote one position to rank fifth on the scale dimension. Indonesia is predicted to retain 12th place on the scale rankings, while rising from 33rd to 25th in the speed rankings. More notably, the Philippines is set to leap 114 positions to rank 15th on the speed dimension, and rise from 68th to 30th on the scale dimension. 

South Asia and ASEAN to produce faster growth rates than other regions
South Asia and the ASEAN regions are forecasted to deliver the fastest trade volume growth among major world regions from 2024 to 2029 with CAGR of 5.6% and 5.0%, respectively. In fact, trade growth is also expected to accelerate substantially compared to the previous five-year period in these regions. Other regions such as North America and Europe are forecast to grow at rates of 2.7%. 

The DHL Trade Atlas also finds that the center of gravity of world trade has shifted. The shares of trade conducted by the world’s major geographic regions has changed since 2000, with the most dramatic change observed in Asian economies. Between 2000 and 2024, the share of world trade borne by South & Central Asia rose from 2% to 5%. However, a major region like Europe saw its share of world trade decrease from 41% to 36% for the same period. 
New record in long-distance trade as Asia becomes central to global production networks
Despite widespread interest in nearshoring and producing goods closer to customers, the DHL Trade Atlas 2025 demonstrates that trade has not become more regionalized overall. Actual trade flows indicate the opposite trend. In the first nine months of 2024, the average distance traversed for all traded goods reached a record 5,000 kilometers, compared to just over 4,500 kilometers in 2000. This long – run trend can be attributed to Europe and North America increasingly trading with Asia, as “Factory Asia” becomes central to global production networks. 

Faster global trade growth compared to the previous decade
Recent forecasts predict goods trade will grow at a compound annual rate of 3.1% from 2024 to 2029. This roughly aligns with GDP growth and represents modestly faster trade growth compared to the previous decade. Even if the new U.S. administration implements all of its proposed tariff increases and other countries retaliate, global trade is still expected to grow over the next five years – but at a much slower pace. 
“While threats to the global trading system must be taken seriously, global trade has shown great resilience because of the large benefits that it delivers for economies and societies,” said Steven A. Altman, Senior Research Scholar and Director of the DHL Initiative on Globalization at NYU Stern’s Center for the Future of Management. “While the U.S. could pull back from trade – at a significant cost – other countries are not likely to follow the U.S. down that path because smaller countries would suffer even more in a global retreat from trade.”

Read More: <a href="https://cms.storyboard18.com/brand-makers/a-customer-centric-approach-enables-business-growth-abhijeet-sonar-hansgrohe-group-59188.html">A customer centric approach enables business growth: Abhijeet Sonar, Hansgrohe Group</a>

India to drive 6% of global trade growth after US and China: DHL trade atlas 2025

Block printing—a centuries-old craft that carries the essence of heritage, skill, and artistry—takes center stage in VIRGIO’s latest artisanal line. In an era where fast fashion dominates, this collection stands as a testament to the beauty of slow, mindful craftsmanship, seamlessly blended with modern silhouettes. The result? A line that is as unique as it is timeless, reinterpreting tradition for today’s conscious consumer.

A New Take on Age-Old Craftsmanship
At the heart of this collection lies the intricate art of block printing. Each piece is carefully hand-printed using traditional wooden blocks, passed down through generations of artisans. The delicate imperfections, the rich layering of colors, and the stories embedded within each design make these garments more than just fashion—they are wearable pieces of history.

What sets this collection apart is how it reimagines this ancient technique for a modern wardrobe. The silhouettes are fluid, contemporary, and versatile, moving beyond the expected ethnic wear into styles that fit seamlessly into global fashion. Structured co-ord sets, breezy dresses, statement separates—every design is made to complement both classic and contemporary aesthetics, proving that tradition and trend can coexist beautifully.

Where Technology Meets Craft
While the artistry behind the collection is deeply rooted in tradition, the process of bringing it to life is backed by cutting-edge technology. At VIRGIO, we leveraged data-driven insights to identify which styles, patterns, and fits would work best for today’s consumers. By analyzing customer preferences and demand, we ensured that every piece in the collection is not only stunning but also highly wearable.
Beyond design, technology played a crucial role in strengthening our supply chain. Through digitized tracking, streamlined logistics, and improved forecasting, we minimized overproduction and waste, ensuring a responsible and efficient production cycle. This balance between heritage and innovation is what makes this collection truly special.

Giving Artisans Their Due – The Heart of Ethical Fashion
For far too long, the skilled artisans behind many of our clothes have remained hidden in the shadows. Their intricate work, often passed down through generations, deserves recognition and fair compensation. Fast fashion and mass production have often prioritized profit over people, leaving these talented individuals undervalued and overlooked. At VIRGIO, we are changing this narrative. We partner directly with artisans, providing them with a global platform to showcase their talents and earn a sustainable livelihood. This direct collaboration allows us to bypass traditional intermediaries, ensuring fair wages and ethical working conditions. It also fosters a deeper understanding of the craftsmanship involved in each garment, allowing us to tell the story behind the stitches and celebrate the cultural heritage embedded in every piece.

Our commitment to artisans goes beyond fair trade. We invest in their growth by providing training programs and resources that help them develop their skills, expand their businesses, and preserve their unique artistic traditions. By empowering these artisans, we not only support their livelihoods but also ensure the survival of invaluable cultural heritage.

Transparency at Every Step
Staying true to VIRGIO’s core principles, this artisanal line upholds our commitment to sustainability, transparency, and ethical production. Every garment proudly carries its carbon footprint, giving customers full visibility into its environmental impact. From water usage to energy consumption, we declare it all—because we believe in making informed choices easy for our community.
Our artisans are at the heart of this journey, and fair pricing remains a non-negotiable. By working directly with skilled craftspeople and ensuring equitable wages, we honor the talent that keeps these heritage techniques alive. Every purchase from this collection not only brings home a unique, handcrafted piece but also supports the livelihoods of artisans who have dedicated their lives to this art.

Technology as a Force for Good – A Sustainable Approach
While the human touch remains central to fashion, technology is a powerful tool for driving meaningful change. At VIRGIO, we utilize data analytics and AI to optimize our entire supply chain, from sourcing materials to delivering the final product. This data-driven approach allows us to:
●	Minimize waste: By accurately predicting demand, we produce only what we need, reducing overstock and minimizing textile waste, a major contributor to landfill. Our on-demand manufacturing model ensures that we create garments only when there is an order, significantly reducing the risk of unsold inventory.
●	Source responsibly: We meticulously track the provenance of our materials, ensuring they meet our stringent ethical and environmental standards. This includes prioritizing sustainable materials like organic cotton, recycled fibers, and innovative fabrics with lower environmental impacts.
●	Reduce our carbon footprint: We optimize our logistics and delivery routes to minimize transportation-related emissions. We are constantly exploring new ways to reduce our environmental impact, from using eco-friendly packaging to partnering with carbon-neutral shipping providers.

A PETA-Awarded Commitment to Ethical Fashion
VIRGIO’s commitment to cruelty-free fashion has been recognized by PETA, awarding us Company of the Year for our dedication to ethical practices. We ensure that our materials and processes uphold the highest standards of sustainability, animal welfare, and worker rights. Each garment undergoes rigorous testing to meet our quality and environmental benchmarks, ensuring that our customers receive only the best while staying true to their values.
Additionally, VIRGIO manufactures in SEDEX-certified factories and adheres to OEKO-TEX® standards, ensuring that our fabrics are free from harmful chemicals and meet global safety and environmental regulations.

A Future Rooted in the Past
This artisanal collection is more than just a line of clothing—it’s a movement towards preserving heritage, embracing sustainability, and redefining the way we interact with fashion. It’s a reminder that tradition is not something to be left behind but something to be carried forward, reimagined, and celebrated.
With the launch of this collection, VIRGIO once again proves that fashion can be both conscious and contemporary, rooted in legacy yet designed for the future. And as we continue this journey, we invite you to be a part of a movement where every thread has a story, every print has a purpose, and every piece is crafted with care.

VIRGIO’s artisanal line: Tradition meets tech in sustainable fashion

Reliance Consumer Products Limited (RCPL), the FMCG division of Reliance Industries, has launched the iconic Indian soft drink Campa Cola in the UAE at Gulfood 2025, marking its first entry into the region.

To bring Campa Cola to the UAE, RCPL has partnered with Agthia Group, a leading food and beverage company in the region. This expansion follows RCPL’s 2022 acquisition of Campa Cola and its relaunch in India in 2023.

Alan Smith, CEO of Agthia, expressed his enthusiasm about the collaboration, saying, "We're excited to partner with RCPL to introduce Campa Cola to the UAE. This nostalgic brand will appeal to both the large Indian expatriate community and local consumers. The partnership also strengthens Agthia’s beverage portfolio in this fast-growing market."

RCPL’s COO, Ketan Mody, shared the company's long-term vision, “Campa is more than just a drink—it’s a legacy, a taste of India, and a symbol of youthful spirit. We see great potential for its growth in the UAE and look forward to introducing its refreshing flavours to a new audience.”

The initial product range for the UAE includes Campa Cola, Campa Lemon, Campa Orange, and Cola Zero, all with refreshed packaging and competitive pricing.

<a href="https://www.storyboard18.com/brand-marketing/campa-cola-secures-co-presenting-sponsorship-for-ipl-2025-report-56588.htm">Read More: Campa Cola secures co-presenting sponsorship for IPL 2025: Report</a>

Reliance brings India’s iconic Campa Cola to the UAE in partnership with Agthia

India's pioneering on-demand convenience platform, today launches “Swiggy Serves”, a flagship program aimed at minimizing waste across its value chain and addressing hunger. As part of this campaign, Swiggy announced its inaugural partnership with the Robin Hood Army (RHA), a volunteer-driven organization. Together, Swiggy and RHA aim to create a meaningful impact by redistributing surplus food from Swiggy’s restaurant partners to underserved communities. Through this collaboration, the two organizations have set an ambitious goal of providing 50 million meals by 2030, by leveraging technology to reimagine food redistribution.

The pilot phase of the Swiggy Serves-RHA partnership has already delivered encouraging results. Over 2,000 meals have been redistributed across 33 cities, with more than 126 restaurant partners joining the initiative. This program aligns with Swiggy’s vision to transform surplus food into a resource to combat hunger while reducing food waste.

Brands like Bikkgane Biryani, Biryani by the Kilo, Dana Choga, Vardhas, Charcoal Eats - Biryani & Beyond, Dabba Garam, House of Biryani, B.Tech Momos Wala, Samosa Singh, Babai Tiffins, Dosa Anna, Urban Tandoor, have signed up to be a part of the Swiggy Serves- RHA initiative.

The Robin Hood Army (RHA) is a volunteer based, zero-funds organization with thousands of young professionals, retired folks, homemakers, college students as volunteers. These volunteers, called Robins, collect surplus food from restaurants/weddings/events and distribute it to the less fortunate. In ten years, RHA has served over 153 million meals across 406 cities globally. Present in 13 countries, they are a family of 260,000+ registered Robins all working towards zero hunger with zero funds approach.

Speaking at the launch, Rohit Kapoor, CEO, Swiggy Food Marketplace shared, “At Swiggy, we’ve always seen ourselves as experts in logistics and consumer experience. With ‘Swiggy Serves,’ we are leveraging our strengths and privilege to address a larger societal need and tackle the issues of food wastage and hunger. We are excited to partner with RHA to redistribute surplus food from our restaurant partners to those in need. Currently, we are live in 33 cities and we plan to take this initiative to more cities. This isn’t just about reducing waste, it’s about creating a meaningful impact, ensuring that no meal goes wasted."

Restaurant partners can join Swiggy Serves by filling out a form on the Swiggy Owner app, indicating their willingness to donate surplus or fresh food. Once onboarded, RHA will add these restaurant partners to dedicated WhatsApp groups for seamless communication and coordination. RHA volunteers will be responsible for picking up surplus food from these partners and ensuring it is distributed to communities in need.

India has nearly 195 million undernourished people, one-fourth of the undernourished population of the world, as per the United Nations. In 2024, India’s Global Hunger Index (GHI) score was 27.3, citing hunger as a serious problem. Also, India ranked 105 out of 127 countries in the 2024 GHI. As per United Nations, India wastes 55 kg of food per head, every year.


Swiggy Launches ‘Swiggy Serves' To Prevent Food Wastage

India's dairy brand Amul has won a trademark infringement case against an Italian brand.

Gujarat Cooperative Milk Marketing Federation (GCMMF), owner of Amul filed a lawsuit arguing that the dairy company is a household name in India and has a global reputation, Times of India reported.


On the other hand, Italian company Terre Primitive "blatantly" copied the script, style, and manner of Amul packaging and only added "eti" as a suffix in its name, making it Amuleti, Singh contended.

	
<a href="https://www.storyboard18.com/advertising/the-butter-half-how-the-amul-girl-became-the-toast-of-india-41677.htm">The Butter Half: How the Amul girl became the toast of India</a>


Henceforth, the English daily said that the Delhi High Court granted an injunction in favour of Amul, the world's 8th dairy organization. Justice Mini Pushkarna passed the order restraining the Italian firm from using or dealing with any marks identical to "Amul" and directed them to remove infringing products from their website. 

"In the above said circumstances, the plaintiffs have demonstrated a prima facie case for grant of injunction and, in case, no ex parte ad interim injunction is granted, the plaintiffs will suffer an irreparable loss," an Informist media report quoted Delhi HC.

<a href="https://www.storyboard18.com/brand-marketing/amul-tops-as-the-worlds-strongest-food-brand-brand-finance-report-40143.htm">Amul tops as the world’s strongest food brand: Brand Finance report</a>

Additionally, Meta Inc. has ordered to block or delete the social media account of Terre primitive for promoting Amuleti.


GCMMF's managing director, Jayen Mehta, called the order a relief for Amul and an example of protecting indigenous brands from foreign infringement. GCMMF has used the trademark "Amul" for its products since 1958. However, the Italian firm created its website in 2020.

The next hearing of the case is scheduled for January 7, 2025

Amul wins trademark infringement case against Italian brand Amuleti

In August 2021, when ace shuttler P.V. Sindhu won her second Olympic medal, brands flocked to congratulate her for the historic moment. However, Baseline Ventures, the sports marketing agency that manages all commercial deals for Sindhu, didn’t think it was a great idea. The agency sent legal notices to around 20 brands on her behalf, seeking damages worth Rs 5 crore from each for unauthorized use of her name and pictures for marketing purposes.

In March this year, when Lakshya Sen came in second at the 2022 edition of the All England Open Badminton Championship, Baseline Ventures got calls from a few brands seeking permission to use Sen’s name and photographs for moment marketing campaigns. The agency declined and sent the brands the commercials if they wanted to use the shuttler’s pictures and name.

There weren’t many takers after Baseline asked the brands to pay up if they wanted to ride on the shuttler’s success.

Ramakrishnan R., co-founder of Baseline Ventures tells Storyboard18, “It’s not fair for brands to ride on the success of a sportsperson just for moment marketing campaigns. Honestly, they are using it to only grab attention for themselves.”
With Kidambi Srikanth, Lakshya Sen, and doubles pair Satwiksairaj Rankireddy and Chirag Shetty, recently bringing home India’s first-ever Thomas Cup, Ramakrishnan believes while the spirit of the nation is positive towards the sport and the players, it will still be a hard sell to marketers.

“It is no rocket science why a brand supports a sportsperson post a successful event. When you pitch a non-cricketer to marketers, they want to know the eyeballs the player will bring in. They evaluate the factors with a micro lens. In my opinion, the comparison with cricket is unfair. Cricket will always be a popular sport because there is strong economics behind it. Having said that, every sport is unique and will bring value to brands,” explains Ramakrishnan.

He admits that when Sindhu was just climbing the success ladder, it was difficult to win the confidence of brands.

Today, Sindhu has over 10 brands in her portfolio. Vizag Steel, Bank of Baroda, Li Ning, Spinny, Stayfree, Bridgestone, Asian paints, Visa and Maybelline, among others have been supporting Sindhu. The endorsement deals are in the range of Rs 3-4 crore.

In 2020, Sindhu’s brand value was about USD 12 million and it could go up by 20-25 percent this year. Srikanth has long-term deals with Bank Of Baroda and Li Ning. For Sen, Baseline Ventures is in talks with a few brands. Currently, he has Herbalife, Country Delight and Japanese sports equipment manufacturer Yonex in his kitty. Rankireddy and Shetty are also on the Baseline Ventures’ roster. The duo are also supported by Yonex, a brand that has been instrumental in supplying world-class equipment to Indian shuttlers.

Saina Nehwal, a two-time Commonwealth Games gold medallist and 2012 London Olympics bronze medallist, also had her share of big endorsement wins. Over the years, she has promoted brands like Herbalife, Star Sports, Godrej, No Marks, Emami, Sahara, Indian Overseas Bank and Iodex among others.

According to Ramakrishnan, the best kind of brand associations in sports are the ones that become a part of an athlete’s journey. “It’s a game at the end of the day. There are going to be ups and downs. Marketers who stand by an athlete during good and bad days are remembered by consumers too.”

Off-the-court performance


The success stories of shuttlers in recent times prove that a robust system for the sport is in place, says Anil Jayaraj, CEO, Viacom18 Sports.

Today, badminton has become a household name, believes Jayaraj. “At the top level, badminton is played for over 30 weeks around the year, so players have substantial opportunities to prove their mettle and be seen,” he adds.
Sports18 and Viacom18’s OTT platform VOOT were the official broadcast partners of BWF Thomas and Uber Cup. They are also the official broadcaster for all BWF World Tour events including the upcoming Thailand Open, followed by Indonesia Masters, Indonesia Open, and the BWF World Championships later in the year.

Nikhil Paramjit Sharma, founder and CEO, Zlait Sports Management, says sports performance off the pitch starts mirroring the performance on the pitch or court sooner than later. “Badminton now is a pan-India sport and not just restricted to a few strong pockets. So the identification that India has as a country with the sport is stronger and more entrenched than it was maybe even a decade ago,” he says.

Brands are also investing to go deeper into different pockets of India with minimal marketing and maximum on ground support. For instance, in the past The Tata Trusts have partnered with the Pullela Gopichand Badminton Academy (PGBA) to promote badminton in Mizoram.

Last year, the Padukone Sports Management (PSM) founded by Indian badminton legend Prakash Padukone and Vimal Kumar hosted one of India's biggest grassroots badminton tournaments. Earlier this year, the head national coach of the Indian para-badminton team, Gaurav Khanna and Ageas Federal Life Insurance got together to set up India's first Para-badminton Academy in Lucknow. The effort is to encourage more para-shuttlers to come on board.
Badminton Association of India and Japanese sports equipment manufacturer Yonex also have grassroots programmes to popularise the game and encourage young talent. However, for the sport to grow even more, there has to be more grassroots movements in training and tournaments.

“Brands could actively participate in the sport across all levels of the player pyramid to ensure the fervour for the sport is maintained in competitive as well as recreational participation,” he suggests, adding that a content-led marketing approach will benefit brands to attract more talent on the court.

Note to readers: Storyboard18’s new Month In Focus initiative spotlights themes and topics that are pushing marketers to reshape and rethink how brands interact with today’s customers. Our first theme is Just Sports, a special spotlight on sports marketing presented by Sports18. We bring to you stories of how marketers are harnessing the power of technology, innovation and creativity in sports to create powerful storytelling in campaigns that increase affinity and loyalty with audiences. From traditional sports platforms around cricket to emerging games and the rise of esports, we get leading voices from the marketing and sports worlds to give us sharp and fast insights into future-facing marketing practices. Also, tune in for analyses which will surface ideas and strategies that are helping brands to level up experiences and storytelling with authentic collaborations. So watch this space for Just Sports

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