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Noise, which is one of the top wearable brands in India, was established back in 2014. The company was co-founded by two brothers, Gaurav Khatri and Amit Khatri. They started off by selling smartphone covers and cases, then moved to wearables such as truly wireless earbuds, and smart watches, and then more recently launched Luna Ring and more. The aim was to create affordable, high-quality, wearable technology accessible to a broader audience. They identified a gap in the market for feature-rich wearables that didn't break the bank. Storyboard18 spoke to Gaurav Khatri, co-founder of Noise, to understand the decade-long journey so far and the road ahead for the company.

Edited excerpts. 

Tell us more about the highlights of the 10-year-old journey of the company.

It has been a beautiful journey. We have seen growth more than 100% year on year. We have seen the achievement of being the third-highest smart wearable brand in the world. 

You and Amit were doing completely different things before starting off Noise. You are a commercial pilot yourself. So how did you decide that this is the space that I want to be in?

I think the reason for loving the tech was also being a pilot. Pilots are always surrounded by the big machines and there's a new tech innovation that is happening there. And in the cockpit also, you see a lot of tech available there. So probably an attachment came from that.

I just did not thrive in my pilot career in the initial days. Probably I had no other way to build my career. It was just that e-commerce was booming and things were showing a positive response in India, and a new India was coming up. The generation was very, very different from how probably our parents or my older ones used to buy the products. So the idea was to now figure out the tech, which has not yet come in. Not only in India but worldwide also it has not been so big, which we feel that there is a potential that can become big in the coming time. So gadget was close to me, and fitness was close to Amit. And fortunately, we were just scrolling around with different, different gadgets every probably three months, six months, we were buying, trying, and then that's the reason probably we got into wearable as a space, earbuds as a space. But yeah, wearable did well for us, so we just continued that.

What were some of the initial challenges that you faced?

The most common challenge when you don't come from a background of tech, is probably hiring the right talent and also getting the right partners who work for you. When you work in the technology space, you need the right set of partners who work and create the product, who are ready to work on a smaller scale and someone who believes in you. People who believe into you, getting them motivated and getting them convinced is the biggest challenge, I would say, that was there for us. Beyond that, the rest of everything is more of an operational challenge. So, that's the journey.

Going forward, what are some of the products and innovations that we expect from Noise that you are most excited about?

There's a lot that is happening with the global giant Bose, you will see soon. But yes, a lot on AI, a lot on health.

What is your and Amit's ambition with Noise going forward?

So when we started, we used to just think about India as a market. Now we're trying to figure out a way how to make it, India's first brand to go global and make a bigger name there.

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Noise co-founder Gaurav Khatri reflects on 10 years of transforming wearable technology

In the latest episode of Media Dialogues with Storyboard18, Delshad Irani sits down with Shweta Jain, a prominent Chief Marketing Officer and one of India's most influential marketers.


Jain's career spans significant roles at Diageo, a major player in the alcoholic beverage industry, and now she serves as the Chief Marketing and Sales Officer at The Leela Group, a renowned name in hotels and hospitality. This episode focuses on the evolving role of forward-thinking CMOs.


Jain reflects on the unique opportunities presented to Indian brands today, noting, “We’re witnessing a once-in-a-lifetime moment where Indian brands are capturing global attention. This rare convergence of opportunity is something we haven’t seen in many years, and these years are all about seizing these moments and sharing our stories with the world.”


At The Leela Group, Jain and her team are harnessing these opportunities, especially around the festive season and emerging trends in leisure travel. She highlights how changing patterns in short breaks, longer indulgent holidays, and new travel occasions are shaping their marketing strategies, bringing together a blend of trends and energies for a dynamic approach to customer engagement.



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The Leela Group's Shweta Jain on seizing a once-in-a-lifetime opportunity for Indian brands

Note to viewers: Revised advisory issued on July 3 by MIB on Food & Health sector only with a provision of an annual declaration. 

The Ministry of Information and Broadcasting (MIB), On June 3, adhering to a Supreme Court directive, announced a new mandate requiring advertisers and ad agencies to submit a Self-Declaration Certificate (SDC) before any ad publication or broadcast. The initiative aims to curb misleading advertisements and protect consumers, but achieving this goal remains a significant challenge.


To delve into the impact of these measures on the advertising industry, Storyboard18's editor Delshad Irani spoke with Gowree Gokhale, Partner at Nishith Desai Associates; Lloyd Mathias, Business Strategist and Investor; Kazim Rizvi, Founding Director of The Dialogue; and Ahmed Aftab Naqvi, Global CEO and Co-Founder of Gozoop Group.


According to Mathias, there is a need for measures that penalise rogue advertisers without compromising freedom of expression. He proposed methods such as temporary bans on advertising for repeat offenders to ensure accountability and integrity in advertising practices.


“The government has kind of, put the onus or responsibility on advertisers, who, in turn, have pushed it to the agencies. And at the second level, they have also put the onus in a sense on broadcasters and media owners, saying, you guys are the second level of defence. However, the real problem is rogue advertisers who have made misleading claims and who have actually misled people, which possibly triggered this whole exercise in the first place. And, therefore, I think the onus has to shift in terms of how do you monitor rogue advertisers without creating a censorship issue,” Mathias stated.


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“I think the idea should be how do we reinforce integrity, and how do you penalise rogue advertisers? If someone has been an offender, I think there has to be a method where he or she gets penalised. If you've deliberately made a false claim, despite certification of which there are regulations in place, do you get banned from media, so to speak, so no advertiser registered in this country can take your communication for a six-month period? That will make advertisers far more cognisant about their responsibility to society. And like I said, there will always be rogue elements, like there is in any society. But I think the issue that needs to be resolved is at that end. What we have really done is right now just complicated the whole issue. At one level, we talk of the ease of doing business, I think this has just needlessly thrown open a can of worms," he added.


He also suggests a system of naming and shaming as a potential solution to enforce integrity within the industry.


Meanwhile, Ahmed Aftab Naqvi pointed to the self-regulatory frameworks of major digital advertising platforms like Google and Meta. These platforms enforce strict guidelines and penalise advertisers who violate them by blacklisting their accounts, which serves as a strong deterrent.


Naqvi suggested that adopting similar punitive measures, such as advertiser blacklisting, could effectively deter deceptive practices in traditional media.


Read More: <a href="https://www.storyboard18.com/how-it-works/relief-for-advertisers-as-mib-restricts-sdc-for-ads-to-food-and-health-sectors-only-36128.htm">Relief for advertisers as MIB restricts SDC for ads to food and health sectors only</a>

Experts urge govt to penalise rogue advertisers without curtailing free speech

Gaurav Munjal, the CEO of Unacademy recently shared what he feels were the reasons behind edtech company Biju’s’ downfall. Byju's was once the world's leading edtech unicorn and India's most valuable startup. Until its dramatic fall. 

Munjal, who is the co-founder of edtech firm Unacademy said said, “Byju failed because he didn’t listen to anyone. He put himself on a pedestal and stopped listening. Don’t do that. Never do that.”

Munjal shared some of his learnings on X, positioning Byju’s as an example of what could have been done differently. “Don’t listen to everyone but have people who can give you blunt feedback,” he said. 

Sharing his learnings before arriving on Byju’s, the CEO emphasised on the importance of understanding the business’s unit economics on day one itself. He shared that it’s the best thing one can do. 

<blockquote class="twitter-tweet">Byju failed because he didn’t listen to anyone. He put himself on a pedestal and stopped listening. Don’t do that. Never do that. Don’t listen to everyone but have people who can give you blunt feedback.&mdash; Gaurav Munjal (@gauravmunjal) <a href="https://twitter.com/gauravmunjal/status/1806402278427127821?ref_src=twsrc%5Etfw">June 27, 2024</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

Munjal also shed light on the current investor landscape. "Some Investors are assets, some are liabilities. Trick is to figure out the ones who are assets and listen to them,” he said. 

He elaborated saying that not all investors provide equal value beyond their financial contributions. It is important for a founder to have the ability to take into account the advice given by beneficial investors. This can be the deciding factor of a startup’s success or failure, he said. 

There have been mutiple exits at Byju's over the past few months, from employees, to the CEO and other prominent board members. Additionally, founder Byju Raveendran too recently lost his billionaire status, as it was revealed that his net-worth plummeted from a staggering Rs. 17545 crore to Zero.

'Byju Raveendran put himself on a pedestal and stopped listening': Unacademy CEO Gaurav Munjal

The Podcast Pulse, a comprehensive report on podcast consumption in India developed by UNPAC Research (OPC) Pvt. Ltd. with the support of Ideabrew Studios, offers unprecedented insights into the evolving landscape of podcasting in India.

Despite the gradual adoption of podcasts into daily media consumption routines, a lack of comprehensive data on consumption patterns has hindered its recognition as a powerful platform for connecting with consumers.

India has surged to become the third-largest market for podcast listeners globally, yet only 12 percent of Indians are currently engaged, leaving a vast untapped audience waiting to be explored. The Podcast Pulse addresses this gap by offering actionable insights into consumer preferences, content choices, favored hosts, and preferred platforms.

The methodology behind The Podcast Pulse involved a meticulous blend of quantitative and qualitative research techniques. Engaging 2,170 individuals across 10 cities in India, including Mumbai, Delhi, Chennai, Bengaluru, Kolkata, Ahmedabad, Lucknow, Indore, Patna, and Jaipur, the report gauged awareness and listenership statistics. Additionally, detailed interviews with 1,800 active listeners provided invaluable insights into their behavior and preferences.

Key findings from the report include:

•       82 percent of respondents were initially unaware of podcasts, highlighting a significant opportunity for awareness-building efforts.

•       78 percent of consumers discovered podcasts less than a year ago, indicating a recent surge in interest.

•       Authenticity and vulnerability in podcast conversations are highly valued by listeners, fostering a deeper connection with hosts and content.

The report also explores consumption patterns, including weekday vs. weekend trends, preferred episode lengths, and the rise of regional language content. Regional podcasts are identified as a driving force in shaping the industry's future, offering audiences a more relatable and culturally resonant listening experience.

Furthermore, The Podcast Pulse profiles the Aware listener – detailing gender, occupation, age, and level of education – and conducts a deep dive into genre dynamics and explores the nuances between audio and video podcasts.  It charts the four stages of podcast enthusiasts’ journey, from their curious Exploration and Discovery phase to Advocacy as they actively promote and champion their favorite podcasts.

Sheetal Choksi, Director, UNPAC Research says, "We believe The Podcast Pulse is a game-changer, providing insights into India’s podcast consumption and offering a roadmap for creators and platforms to navigate the evolving preferences of Indian audiences, empowering industry professionals and stakeholders to unlock its full potential. As a podcaster myself, I experienced firsthand the challenges in accessing comprehensive data about our audience. Beyond some basic data, no one was able to answer questions like who was listening to podcasts, when, why certain genres did well, etc. This realization was the genesis of The Podcast Pulse – an earnest attempt to fill the void and provide actionable insights for the entire industry."

Aditya Kuber, CEO, Ideabrew Studios says, “At Ideabrew Studios, we are passionate about fostering innovation in audio storytelling. The Podcast Pulse not only showcases the immense potential of podcasts in India but also underscores the importance of diverse and authentic narratives in shaping the future of audio entertainment. This report will be a definitive look into podcast consumption data for advertising agencies, brands and everyone looking to meaningfully engage with a large audience.”



India third-largest market for podcast listeners globally; yet only 12 percent Indians currently engaged

GOZOOP HAWK, and online reputation management and customer support agency under the GOZOOP Group, has bagged the listening and digital response management duties for Amazon miniTV, a leading free entertainment service in India.


As part of the mandate, GOZOOP HAWK’s key responsibilities will include handling digital customer support, monitoring online brand chatter, amplifying positive stories, measuring sentiments, providing timely resolutions and deriving actionable business insights for the brand by understanding and tracking valuable web conversations to delight customers. 


Amazon miniTV offers a large library of popular web series, movies, reality shows, dubbed international content, in multiple genres like comedy, romance, slice of life, thriller and more.


Commenting on the partnership Aruna Daryanani, director and business head, Amazon miniTV said, “ORM is an important component of brand building and reputation management. With the right strategy, ideation and creative thinking we can further strengthen our brand presence. We are excited to partner with GOZOOP HAWK and look forward to their expertise to continue to raise the bar on customer experience.”


Commenting on the win, Premkumar Iyer, president, GOZOOP HAWK said, “HAWK has always demonstrated capability of delivering some of the most unconventional listening and online customer support solutions. This habit to push boundaries coupled with Amazon miniTV's disruptive approach towards the dynamic OTT space makes the relationship click. We have already done some stellar work e.g. during Amazon miniTV’s recent launch of dubbed K-dramas, we turned the whole response management strategy to Korean language generating shift in outreach. We look forward to doing more such unconventional work for them in times to come.”


GOZOOP HAWK bags listening and digital customer support mandate for Amazon miniTV

The marketing team within media giant Cox Media Group (CMG) claims it has the capability to listen to ambient conversations of consumers through embedded microphones in smartphones, smart TVs, and other devices to gather data and use it to target ads, according to a review of CMG marketing materials by 404 Media and details from a pitch given to an outside marketing professional. Called “Active Listening,” CMG claims the capability can identify potential customers “based on casual conversations in real time.”

The news signals that what a huge swath of the public has believed for years—that smartphones are listening to people in order to deliver ads—may finally be a reality in certain situations. Until now, there was no evidence that such a capability actually existed, but its myth permeated due to how sophisticated other ad tracking methods have become.

It is not immediately clear if the capability CMG is advertising and claims works is being used on devices in the market today, but the company notes it is “a marketing technique fit for the future. Available today.” 404 Media also found a representative of the company on LinkedIn explicitly asking interested parties to contact them about the product. One marketing professional pitched by CMG on the tech said a CMG representative explained the prices of the service to them.

“What would it mean for your business if you could target potential clients who are actively discussing their need for your services in their day-to-day conversations? No, it's not a Black Mirror episode—it's Voice Data, and CMG has the capabilities to use it to your business advantage,” CMG’s website reads.

The part of CMG advertising the capability is CMG Local Solutions. CMG itself is owned by Apollo Global Management and Cox Enterprises, which includes the ISP Cox Communications. CMG operates a wide array of local news television and radio stations.

With Active Listening, CMG claims to be able to “target your advertising to the EXACT people you are looking for.” The goal is to target potential clients or customers based on what they say in “their day to day conversations,” the website adds. Specifically, those could include:

Clients can “claim” a territory where they want to use CMG’s services, which are available in a 10 or 20 mile radius, the website says. After setup, “Active Listening begins and is analyzed via AI to detect pertinent conversations via smartphones, smart tvs and other devices,” the website adds. CMG also claims it installs a tracking pixel on its client’s website to monitor the return on investment (ROI).

With an audience created, CMG then delivers adverts to these people through streaming TV, streaming audio, display ads, YouTube, and Google and Bing search, the website says.

“The result? Unprecedented understanding of consumer behavior, so we can deliver personalized ads that make your target audience think: wow, they must be a mind reader,” another section of CMG’s website reads.

Claims about this capability raises obvious and immediate legal concerns; intercepting communications without proper consent can violate wiretapping laws. CMG’s website addresses this with a section that starts “We know what you are thinking…”

“Is this legal? YES- it is totally legal for phones and devices to listen to you. That's because consumers usually give consent when accepting terms and conditions of software updates or app downloads,” the website says.

Beyond CMG’s website, very little information is available about the capability, including how exactly the data is gathered, be that via a software development kit (SDK) bundled into apps, or via collection at another point. For its part, Apple does alert iPhone users when an app is accessing the device’s microphone with a small icon in the UI.

The marketing professional pitched by CMG told 404 Media that after a call with the company, they disabled microphone access on much of their own technology: “I immediately removed all my Amazon Echo devices and locked down microphone permissions on things like my phone as receiving confirmation they are doing things like this have confirmed my worst fears and I, for one, will not take part in it,” they said.

CMG says “the ROI is already impressive” and is actively soliciting potential customers, though. On LinkedIn, Chris Marxmiller, a senior sales consultant at CMG, invites people in his bio to “Ask me about our NEW product - ACTIVE LISTENING.” Marxmiller did not respond to a request for comment which asked for more information on the Active Listening product.

CMG lists a number of other companies as its partners and publishers. These include Amazon, Microsoft, and Google. Microsoft declined to comment. Google told 404 Media in a statement that “For years, Android has prevented apps from collecting audio  when they're not being actively used, and whenever an app activates a device’s microphone, there is a prominent icon displayed in the status bar.” Google did not answer 404 Media’s question in its statement.

Amazon said in a statement that “the advertising product being described would not be possible with Echo devices. We do not share voice recordings with third parties.”

CMG said in a statement that “CMG Local Solutions markets a wide range of advertising tools. Like other advertising companies, some of those tools include third-party vendor products powered by data sets sourced from users by various social media and other applications then packaged and resold to data servicers. Advertising data based on voice and other data is collected by these platforms and devices under the terms and conditions provided by those apps and accepted by their users, and can then be sold to third-party companies and converted into anonymized information for advertisers. This anonymized data then is resold by numerous advertising companies.”

“CMG businesses do not listen to any conversations or have access to anything beyond a third-party aggregated, anonymized and fully encrypted data set that can be used for ad placement. We regret any confusion and we are committed to ensuring our marketing is clear and transparent,” the statement added.

Cox Media Group claims to have capability to listen to ambient conversations of consumers for targeted ads

On June 1, 1945, Fritz Sennheiser, a German inventor and entrepreneur, founded the audio equipment manufacturing company that bears his name and went on to become a global brand. Today, Sennheiser has three business units: Pro Audio, Business Communication and Neumann.Berlin. 


In a conversation with Storyboard18, Andreas Sennheiser, the company’s chief executive officer, said, “The first thing is you have to hit a ‘need’. To not get complacent and to not be happy with what we've achieved, we have to keep listening to the customer and at the same time have a creative dissatisfaction with the status quo. So, the achievements of the past should always be seen as just the new standard. From there, we can iterate again.”


Edited excerpts:


Tell us more about Sennheiser’s India story.


We started bringing good audio to India in 2007. At the time, it was really hard to understand where the general public was with audio consumption. We found out that listening to music via headphones wasn’t a known principle. 


So, over the last 16 years, I think we've done quite well in developing the taste of enjoying music on the consumer side. For two years, we focused on the pro business only, along with business communication, and then our Neumann products also.


Particularly, in the last one-and-a-half years after the pandemic, we've seen very strong growth. On the live part, everyone wants to enjoy music, festivals, weddings and all kinds of corporate events. But on the business communication side, government, corporate and also higher education facilities are gearing up significantly for hybrid meetings, for remote lectures and also for a digital government.


Where do you see India in Sennheiser's growth map?


In the last two years, India has had one of the highest growth levels, with more than 50 percent annual growth.


As far as the general business globally is concerned, we could supply all our customers with products even during the pandemic. So, we were never really out of products.


From a product lens, what’s the focus? 


We have several focuses. There’s a general common focus that more and more of the technology that we’re using—it is highly advanced—is hidden behind very simple user interfaces. 


So, we want to make it as simple as possible, come up with seamless integration, plug and play with our installed business like ceiling microphones… This is so that an integrator, a consultant or the end user really doesn’t need to deal a lot with technology but actually can focus on the experience.



Many global CEOs are surprised by the way Indian consumers have evolved over the last few years. From a price-conscious market, we now are a value-conscious market. So, what are your observations and what is unique about Indian consumers?


Well, you just gave the right keywords. 


It has evolved from a price sensitive market of buying at the lowest possible level to now buying the highest possible value. So, with that, we are in an excellent position because we love competition. We love the direct comparison of our products with competitive products because usually this is when we win.


That's why value-based buying decisions are very much in our favour, because we provide superior audio quality. 


Globally, what are the trends in the audio space and do you see the adoption of those trends in India anytime soon? 


One of the big trends is that high–quality audio is being more and more appreciated. This is particularly when it comes to immersive audio and spatial audio. In the studios, we have more and more Atmos installations with our Neumann speakers. Also, on the playback side, we see a lot of venues now having full arrays of speakers for an immersive experience.


So, the whole appreciation for good audio has significantly increased over the last few years. At the same time, there’s also a strong trend of simplification of workflows. So, we try to focus on making the lives of our end users as simple as possible, particularly because there's also cost pressure on production, music production, news gathering etc. We want to give them the gear that they can operate with the least possible amount of people. 


What is the brand perception of Sennheiser? 


Sennheiser has a brand reputation of being extremely reliable, creating remarkable audio experience and being a highly innovative brand. 


The topmost factor is always reliability. In a meeting room, you don’t want to spend 20 minutes getting the system to work. An artist in front of 50,000 people, the only thing he or she can hold is a microphone, and that should not fail.


In terms of marketing, what are the big plans for India and what are the investments like? 

Our main investment is in people and education. So, it's people on our end and education on the customer side.

We see that the more there are highly talented technicians, audio engineers and people who know the difference between an okay system and a great system.

During the pandemic, we produced 200 tutorial videos: how to use our microphones, how to set up gear in general, and how to build a studio. A lot of things to just help the audio community do a better job.


In India, startups have been weaving a very different story in the last few years. As a family-owned company and one of the oldest startups in the audio space, do tell us what it takes to make a successful business and your advice for startups here. 

The first thing is you have to hit a ‘need’. This is not only true in a startup, but also when a company like ours gets older. Now, we’re closer to the 80th year of our existence. To not get complacent and to not be happy with what we've achieved, we have to keep listening to the customer and at the same time have a creative dissatisfaction with the status quo.

So, the achievements of the past should always be seen as just the new standard. From there, we can iterate again. 

There are a bunch of profitable startups in the audio space here in India. What impresses you about them and are there any lessons that you can pick from them? 

When startups have a platform economy in mind and then scale that up, they can very quickly cover a very broad demand, be it with fintech platforms or be it any other integration.


That is an approach that I find highly attractive because it's not product and gear oriented, but really platform oriented. And this is also a strategy that we're adopting more and more. We are not just selling gear to our customers, but we actually provide the control platform with it to make it as easy as possible. 


That has been a strategy for a couple of years—to have a lot of allies in the industry in order to allow a seamless integration for the end user. So, the platform is really the main focus. And, what we're selling in terms of gear is just an endpoint to the whole platform.

Has the target audience of Sennheiser evolved over time? 

Yes and no. Our target audience grows with us.

While there was an entry target audience a decade back that has now matured in age and in income, they are now being lifted to the next level.

I had a chance to meet with music composer duo Salim-Sulaiman. We had a chat about technology particularly, and they stressed upon how they started with simple gear and then moved to higher-grade gear.

Andreas Sennheiser: We have to keep listening to the customer and have a creative dissatisfaction with the status quo

Gen Z consumers are 50 percent more likely to take their friends' recommendation over an influencer or a celebrity when making a purchase decision, revealed a study from Yuvaa – the Indian Gen Z-driven youth media, impact, and research organization.

An Economic Times report states that the findings are based on a report titled 'Not All Gen Z'. The findings are based on responses from over 900 Gen Z participants, spanning over 20 cities across tier I, II, and III cities and towns of the country. Gen Z represents people born between 1997 and 2012 who show distinctive behavior in their lifestyle and shopping habits. At over two billion, Gen Z forms roughly 25 percent of the global population. It makes up for over 35 percent of India's population, according to Yuvaa.

Their estimated spending power is in excess of €235 billion, according to BCG. 

Influencers provide brand visibility

Karthik Srinivasan, a communications strategy consultant, believes that we trust the references and recommendations of the people we trust the most within our family or friends circle. However, influencers have a different role to play.

"They have come to usurp the role of mainstream media and advertising to a large extent and have become predictable sources of visibility more than influence. In other words, influencers (along with mainstream media and advertising) are sources of introducing products or services, use-cases, and giving them visibility, but they may not necessarily persuade people to make the purchase. That's where friends and family (known peers, colleagues too) would come into play," he explains.

Srinivasan tells Storyboard18 that influencers are merely shilling a product for a fee and have long stopped pretending to be actual users of a product to offer use-based/experience-based content/information.

"Even if they claim to offer personal experience-based recommendations, if viewers/followers see the disclaimer about paid content, they'd automatically discount that factor and take that recommendation with a pinch of salt," he adds.

Yuvaa's report findings also highlight a few key aspects of a Gen Z consumer who is not only willing to support brands that support social causes but also cares about sustainability. Around 63 percent of Gen Z shoppers surveyed said they prefer brands that support social causes. 

71 percent of Gen Z prioritize brands that are environment-friendly, and 77 percent consider price when buying something, even if it's not sustainable. Gen Zs are split equally between feminist and non-feminist brands, but 60 percent of women prefer them.

<a href="https://www.storyboard18.com/quantum-brief/amazon-vs-myntra-who-will-win-over-more-gen-z-shoppers-in-india-8247.htm">Read more: Amazon vs Myntra: Who will win over more Gen Z shoppers in India?</a>

E-com platforms chasing Gen Z

These trends are being closely followed and implemented in product and marketing strategies by e-commerce platforms in India. Storyboard18 reported that there has been intense competition between online retailers to woo the next generation of shoppers, with e-commerce platforms Amazon and Myntra actively investing in the Gen Z cohort.

Flipkart-backed fashion portal Myntra, for instance, announced the launch of FWD, an in-platform experience offering additional brands and styles curated for Gen-Z shoppers.

The move comes days after rival Amazon Fashion introduced the ‘Next Gen Store,’ catering to the unique needs of Gen Z shoppers, who seek to experiment with fashion and have varying preferences in terms of styles, sizes, brands, and fitting.

While Nykaa Fashion has not yet launched a dedicated platform for Gen Z shoppers, it has been onboarding brands that target this cohort. Recently, it added MIXT, which offers streetwear-inspired modern apparel options such as bodysuits, corsets, jumpsuits, jackets, cardigans, and footwear. It brought in Cider, a US-based label, expanding its global offerings to Indian consumers.

Gen Z segment has a distinct aesthetic that impacts their brand choices, which have been driving fashion trends – crop tops, ribbed dresses, chunky sneakers, and baggy jeans.

Unlike previous generations, which were heavily influenced by Bollywood and sports celebrities, Gen Z shoppers are more picky about who they follow. Social media influencers have emerged as a significant force in shaping their purchase decisions.

However, there is a catch. This group only follows influencers or celebrities who ‘walk the talk’ and are more trustworthy.

Value for sustainability, inclusivity

Bindiya Bhatt, senior director of category management at Myntra told Storyboard18 that for Gen Z, inclusivity, authenticity, and unconventionalism take centre stage as well.

"By embracing these values and catering to their specific needs, businesses can create more meaningful and impactful experiences that resonate with this important and influential demographic," she said.

Technopak Advisors' Ankur Bisen had a deeper insight, saying Gen Z shoppers are community-driven and seek better products rather than stay loyal to brands.

"...they are definitely seeking better products than brands and they are also looking at the consumption of fashion through communities. For example, there are communities towards gaming, nature, and even limited edition products. The spin-off from this trend could be the 'sneaker culture' in India and the craze to buy limited edition sneakers that are being sold online. These are some micro trends that one needs to notice," he said.

Influencers’ influence waning? GenZ listen to friends over social media influencers

Why PepsiCo India’s Lay's launched gourmet chips

Benetton's come a long way from being a pioneer and provocative brand. After 30 years in India, the iconic global fashion brand is on a mission to bring back its cool quotient and chart a new growth trajectory. During a visit to India, Massimo Renon, chief executive officer of Benetton Group, got into an exclusive conversation with Storyboard18's editor Delshad Irani to explain the new vision and creative direction for Benetton and the transformation of the legendary brand. Watch to find out how Benetton is planning to become bold and cool again. 

<div data-youtube="true" data-youtube-id="VL-knvGlOWA" data-youtube-title="Benetton Group's Massimo Renon On Revamping The Iconic Brand & Plans And Potential For India" class="youTubeVideoPlayer" data-youtube-category="News & Politics"><iframe src="https://www.youtube.com/embed/VL-knvGlOWA" width="100%" height="360"></iframe></div>

The interview first aired on CNBC-TV18.

Benetton CEO Massimo Renon: Indian consumers will be profiled as future consumers for Benetton

Addressing Benetton's second-largest global market, CEO Massimo Renon tells Delshad Irani about the company's plans to make brand Benetton cool again.

Ayurvedic startup Kapiva will reportedly be raising Rs 300-330 crore (about $40 million) to expand operations and grow its market presence.

According to a report by Moneycontrol, existing investor OrbiMed may lead the round while Fireside Ventures, Vertex Ventures, 3one4 Capital, and others may also participate.

Kapiva was founded in 2016 by Ameve Sharma, a member of the ayurvedic product maker Baidyanath Group, and Shrey Badhani. 


The company sells a range of products like ghee, honey, teas, oils, and other products.

	
<a href="https://www.storyboard18.com/advertising/genz-fashion-startup-newme-launches-90-minute-delivery-service-in-delhi-ncr-42227.htm">GenZ fashion startup NEWME launches 90-minute delivery service in Delhi-NCR</a>


As per the Moneycontrol report, Kapiva's valuation will surge to about $130-150 million (Rs 1,100 to 1,250 crore) after the fundraiser.

Kapiva's grew by 95% to Rs 115 crore in FY23 as against Rs 59 crore in FY22. However, its losses widened to Rs 65 crore in FY23 from Rs 48 crore in FY22 as the company expanded its product lines.


The Ayurvedic startup is yet to file FY24 earnings.

So far the company has raised a total of over $40 million from a clutch of investors. OrbiMed is its single largest shareholder with a stake of over 30 percent, Baidyanath Group owns around 12 percent of the company, and Vertex owns an 11% stake.

Ayurvedic startup Kapiva to raise Rs 330 crore to expand ops: Report

The ICC have lifted the total prize pool for the 2024 edition to $7,958,080 (US$) — more than double that of the 2023 edition.

This ensures that the winners of the Women’s T20 World Cup 2024 will walk away with a staggering $2.34 million, marking a 134% increase from the $1 million awarded to the champions, Australia, in 2023.


The runners-up will also benefit from a 134% rise, securing $1.17 million in the upcoming edition. The semi-finalists will receive $675,000 each, more than three times their 2023 payout.


The prize money extends beyond the knockout stages, as each group stage win will now be rewarded with $31,154, reflecting a 78% increase from last year’s $17,500.


Furthermore, teams that exit during the group stage, there is a base prize of $112,500 awarded to all 10 participating teams, totalling $1.125 million. 


Teams finishing fifth to eighth will earn $270,000 each, and teams finishing ninth and 10th earn $135,000 each. 


The marquee event is set to go underway on 3 October. All group matches will be completed prior to 15 October, before all eyes shift to the semi-finals scheduled for 17 and 18 October. The victors of semi-final one and two will then face off in the ultimate showdown for the Women’s T20 World Cup trophy on 20 October.


Read More: <a href="https://www.storyboard18.com/how-it-works/icc-mens-t20-world-cup-2024-ad-strategies-shift-as-mobile-takes-center-stage-31304.htm">ICC Men’s T20 World Cup 2024: Ad strategies shift as mobile takes center stage</a>

ICC announces record prize money for Women’s T20 World Cup 2024

In a bid to empower microentrepreneurs, beer and beverage company AB InBev India joined the Open Network for Digital Commerce (ONDC) on Wednesday. The move is a part of AB InBev India's 'Swadhaar' program, aims to help businesses run by micro-entrepreneurs across the communities the company serves.


The 'Swadhaar' program addresses challenges micro-enterprises face, particularly those in the food processing, retail distribution, and allied sectors. It is aimed at digitally empowering micro-entrepreneurs in the rural, semi-rural, and peri-urban areas, focusing on farmers, micro-businesses, MSMEs, and Kirana stores with an annual turnover of less than Rs 3 crores.

<a href="https://www.storyboard18.com/gaming-news/exclusive-now-ondc-to-boost-real-money-gaming-industry-42571.htm">Now ONDC to boost Real Money Gaming industry</a>

Anasuya Ray, Vice President –Corporate Affairs, AB InBev India said, "By leveraging the ONDC Network, we aim to bridge the digital divide and unlock multiple opportunities for small businesses. This initiative will not only empower micro-entrepreneurs to expand their e-commerce prospects in the communities we serve but also strengthen our value chain, ensuring that we support and grow alongside our partners at every level".

<a href="https://www.storyboard18.com/brand-marketing/easemytrip-launches-marketplace-scanmytrip-com-integrated-on-ondc-network-42101.htm">EaseMyTrip launches marketplace, ScanMyTrip.com, integrated on ONDC Network</a>


Through Swadhaar, AB InBev India plans the beverage company to onboard over 5,000 new sellers on the ONDC Network by 2030. AB InBev said, "In its first year, the Swadhaar program aims to empower 500 small-scale sellers across Karnataka, Maharashtra, Uttar Pradesh, Haryana, and West Bengal through the ONDC Network. The initiative places a special emphasis on onboarding
small-scale, women-led enterprises, farmers, nano-businesses, MSMEs, and Kirana stores from diverse sectors like retail, FMCG, agro-food and allied sectors".

T. Koshy, MD & CEO of ONDC, said, “ONDC Network's mission is to democratize digital commerce, enabling businesses of every size to flourish in the online marketplace. AB InBev India's Swadhaar program, harnessing the power of the vast Open Network, perfectly illustrates how we can empower micro-entrepreneurs to overcome geographical barriers and showcase
their products to customers nationwide. By prioritizing underserved segments such as women-led enterprises and rural businesses, we're not merely expanding e-commerce accessibility; we're fundamentally reshaping how small businesses engage in the digital economy, paving the way for a more inclusive and prosperous India".

AB InBev India joins the ONDC Network to empower micro-entrepreneurs

Snap Inc on Wednesday launched fifth generation of spectacles, and 'Snap OS'. According to CEO Evan Spiegel, the spectacles will work seamlessly on mobile devices via the 'Spectacles' application.

The Snap spectacles, powered by Snap OS, are packed into AR glasses that weigh less than half the weight of a typical VR headset at only 226 grams. They are equipped with four cameras and enable hand tracking.

On the other hand, the Snap OS has been designed and built from the ground up and leverages its proprietary technology,  Liquid Crystal on Silicon (LCoS) micro-projectors, and waveguides, creating vivid, sharp images both indoors or outdoors - even in direct sunlight.  The Optical Engine delivers a 46-degree diagonal field of view with a 37 pixel per degree similar to a 100-inch display just 10 feet away, according to Snap.

The other features of the spectacles include its dual system-on-a-chip architecture.

With two Snapdragon processors from Qualcomm, this infrastructure splits the compute workload across the two processors. The spectacles work alongside titanium chambers to improve heat dissipation. 

Spectacles deliver up to 45 minutes of continuous standalone runtime. The company has partnered with OpenAI, "to give developers access to powerful multimodal large language models".


The CEO said that spectacles will be available from today onwards as part of the Spectacles Developer Program.


According to Snap Inc., more than 375,000 AR creators, developers, and teams from nearly every country in the world have built over 4 million lenses. In just the last year, Snapchatters have engaged with Lenses made by our AR community more than 4.5 trillion times.

On creators, the company said the posting has more than tripled over the past year.

"Creators have garnered trillions of views on the Snaps in their Stories, and now, more than 500 million people watch Spotlight videos. Every day, there are nearly 15 billion interactions between creators and their fans on Snapchat,"Snap Inc said. 

Snap Partner Summit 2024: Snap Inc launches new AR glasses spectacles

Entrepreneur Mayank Bidawatka, the co-founder of India's defunct microblogging platform Koo, has started a new venture called 'Billion Hearts Software Technologies'.

Bidawatka informed in a LinkedIn post by writing, "I’m happy to share that I’m starting a new position as Founder at Billion Hearts Software Technologies!".


According to Bidawatka, the Billion Hearts will build digital products. He wrote on LinkedIn, "Billion Hearts as a name represents the dreams of many. And hopefully the usage of billions of users around the world for whom this startup will build beautiful digital products".


Bidawatka will launch the startup in a few months as per his LinkedIn post.


<a href="https://www.storyboard18.com/digital/a-product-customers-never-wanted-the-rise-and-fall-of-koo-36220.htm">A product customers never wanted?: The rise and fall of Koo</a>


In a previous post, he said that his upcoming venture has secured funding from several founder friends who have established big consumer tech startups in the country. He added, "We are busy talking to some known VCs for seed funding".


Koo, similar to the X platform, was shut down this year due to unsuccessful talks on mergers with several companies and high maintenance costs. 


Backed by Tiger Global, Koo was founded in 2020 during the COVID-19 pandemic by Bidawatka and Aprameya Radhakrishna. It was last valued at $274 million.

Before founding Koo, Bidawatka had also started companies like Goodbox and The Media Ant.

Koo co-founder Mayank Bidawatka starts new venture 'Billion Hearts Software'

In just over a year, led by FWD (Myntra's app-in-app), Myntra has nearly doubled its GenZ customer base, growing from over 8 million in mid-2023 to 16 million in 2024. The company plans to add another 20-25mn GenZ customers in the next couple of years. 

 
The GenZ cohort represents one-third of India’s e-lifestyle shoppers and influences 25 percent of the overall GMV in e-lifestyle fashion. The online trend-first fashion market is expected to grow over 8X into a $5 billion market by 2028.

 
Sunder Balasubramanian, chief marketing officer, Myntra, said, "Myntra has been at the forefront of redefining fashion possibilities and offering customers what they most seek to express themselves through fashion. And we are now embracing the undeniable influence of GenZ on the fashion industry by reimagining our fashion shopping experience to align with their values and expectations. Led by FWD, we aim to master the essentials of trend, tailor-made shopping experience and value. We plan to double our customer growth and penetrate deeper into the market, by leveraging cutting-edge technology to enhance every touchpoint from selection to discovery to delivery.”


Additionally, tech advancements are at the core of FWD’s strategy, with features like Spot it- Get it, MyFashionGPT, and Myntra Minis (Myntra’s short video platform). Nearly 25k micro and nano influencers with whom the cohort resonates are also on board. Recognizing GenZ’s preference for mobile web browsing over downloading new apps, the company has also rolled out its Mweb platform for FWD. 

 
Among the new initiates to propel further in the GenZ space, Myntra has launched The Ultimate Glam Clan- a shopper-led creator program in the e-lifestyle space. This program focuses on creating an engaging experience that celebrates GenZ’s creative spirit, enabling customers at large to step into the role of creators, earning rewards while expressing their love for fashion, stated the company.

 
With a clear focus on trends, elevated shopping experience and value for customers, Myntra is focused on engaging the 60 million GenZ e-lifestyle shoppers further, with strategies designed to double its penetration in this segment in the next couple of years. 


Read More: <a href="https://www.storyboard18.com/brand-marketing/ahead-of-festive-season-myntra-expands-gifting-category-with-over-70000-options-37849.htm">Ahead of festive season, Myntra expands 'gifting' category with over 70,000 options</a>

Led by ‘FWD’ - Myntra doubles Gen Z customer base to 16 mn

Zupee, has entered into an agreement with the Government-backed e-commerce platform, ONDC (Open Network for Digital Commerce) to make skill-based games from Zupee  more accessible to the masses. 

Under the agreement, Zupee is registered as a seller application on the platform, with the gaming company offering its game of Ludo, through ONDC. 

Speaking about the partnership, Dilsher Singh Malhi, Founder & CEO - Zupee, said, “We are delighted to  partner with ONDC and be listed on the platform. This collaboration strengthens our efforts to bring the  joy of playing culturally relevant Indian games, responsibly, to a larger audience. We are excited to test  the potential of the partnership for both Zupee and ONDC users.”

The partnership will also help the game developer to build trust around online gaming amidst existing and future gamers.

T Koshy, MD & CEO - ONDC said, “ONDC has been committed to delivering a range of products and  services through a democratized digital commerce and a neutral ecosystem for sellers. The integration of  Zupee, one of the largest skill-based online gaming companies in India, on ONDC Network will be a critical step to strengthen the open and diverse digital marketplace. Zupee's integration on ONDC Network will  not only facilitate offering of value entertainment to larger users in India but also allow them to access a  wider range of products and services at a right price from a single, unified platform.”

In conclusion, this partnership will empower ONDC and Zupee to expand their reach, accelerate customer acquisition, and provide even greater value to their growing user base.

Zupee partners with ONDC to expand reach of skill-based games

Meta to allow Alcohol, Real Money Gambling ads on its platform in India


From August 27, 2024, businesses in India can onboard WhatsApp Business Platform for messaging in the verticals such as Alcohol and Real Money Gambling.

<a href="https://www.storyboard18.com/advertising/exclusive-meta-to-allow-alcohol-real-money-gambling-ads-on-its-platform-in-india-40062.htm">Read more</a>


Major leadership rejig at Nestle India; Rajat Jain to get significant role within group


Nestle India's Rajat Jain to get leadership role within Nestle Group and Rupali Rattan to succeed as Foods Business head. Gopichandar Jagatheesan and Manav Sahni will get new portfolios.


<a href="https://www.storyboard18.com/brand-makers/exclusive-nestles-rajat-jain-to-get-leadership-role-within-group-rupali-rattan-to-succeed-as-foods-business-head-39600.htm">Read More</a>


Prasar Bharati OTT likely to be launched on September 15


Last month, the public service broadcaster invited submissions for the integration of various applications, including gaming, OTT, and educational apps into its platform and also sought onboarding linear satellite TV channels.


<a href="https://www.storyboard18.com/how-it-works/prasar-bharati-ott-likely-to-be-launched-on-september-15-exclusive-41501.htm">Read More</a>


GCPL elevates Ashwin Moorthy to Global Head of Category Direction and Innovation


Ashwin Moorthy was also inducted into the GCPL Global Management Committee and will be part of the senior management.


<a href="https://www.storyboard18.com/brand-makers/gcpl-elevates-ashwin-moorthy-to-global-head-of-category-direction-and-innovation-41940.htm">Read More</a>


Lowe Lintas wins creative mandate for battery brand Amaron


The incumbent ad agency of Amaron was Ogilvy, which has been associated with the brand for over two decades.


<a href="https://www.storyboard18.com/advertising/exclusive-lowe-lintas-wins-creative-mandate-for-battery-brand-amaron-40244.htm">Read More</a>


Meghalaya becomes first Indian state to sponsor an esports team


Meghalaya's vision includes developing esports infrastructure, hosting tournaments, and providing comprehensive support to players, with the aim of bringing them to the forefront and representing Meghalaya, and India, on the global stage, including in future esports Olympics.


<a href="https://www.storyboard18.com/gaming-news/meghalaya-becomes-first-indian-state-to-sponsor-an-esports-team-39918.htm">Read More</a>


Centre, State governments testing anti-deepfake tech, likely to launch this year


Recently, cricketer Virat Kohli fell prey to deepfake video which went viral on social media platforms.


<a href="https://www.storyboard18.com/digital/exclusive-centre-state-governments-testing-anti-deepfake-tech-likely-to-launch-this-year-40950.htm">Read More</a>


YouTube under MIB’s scrutiny for violating content policy


From January to June 2023, Google received 2191 content removal requests from the government and 1677 content removal requests were received between July and December 2023.


<a href="https://www.storyboard18.com/how-it-works/exclusive-youtube-under-mibs-scrutiny-for-violating-content-policy-40717.htm">Read More</a>


ASCI escalates issue of illegal betting and gambling platforms' ads to MIB


Storyboard18 recently reported that offshore illegal gambling firms have been using the Pro Kabaddi League (PKL) as a sporting platform for surrogate advertising.


<a href="https://www.storyboard18.com/advertising/asci-escalates-issue-of-illegal-betting-and-gambling-platforms-ads-to-mib-41941.htm">Read More</a>

Indian broadcasters' Himalayan challenge in Nepal

Indian broadcasters discontinued their feed as they were not being paid for their services by the channel distributors in Nepal for almost two years.

<a href="https://www.storyboard18.com/how-it-works/indian-broadcasters-cease-channel-distribution-in-nepal-over-malpractices-40414.htm">Read more</a>

DPDP Act draft rules expected within two weeks; transition period likely to be restricted to 6 months

Contrary to the expectations of telcos and tech companies, the Digital Personal Data Protection Act, 2023 draft rules likely to have a transition period of only around 6-8 months.

<a href="https://www.storyboard18.com/digital/dpdp-act-draft-rules-expected-within-two-weeks-transition-period-likely-to-be-restricted-to-6-months-42169.htm">Read more</a>

All the big breaks and exclusives only on Storyboard18

Life Insurance Corporation of India (LIC) has undertaken a digital transformation programme named DIVE (Digital Innovation and Value Enhancement). Under DIVE, LIC aims to significantly boost its digital platform with an aim to provide superior experience to its customers, field force, partners and employees.


LIC has appointed Infosys to build its new state-of-art NextGen Digital Platform which will be an integrated end-to-end digital insurance solution to provide excellent Services to its customers, Business lifecycle management and operational activities for sales intermediaries and digital front-end platform for branch employees.


The NextGen Digital Platform will be modular, flexible, cloud-native, and have platform- driven architecture which will be capable of quickly adopting innovative technologies, new products and features. This platform will form the foundation for building high value business applications such as the Customer & Sales Super Apps, Portals and Digital Branch for LIC, stated the company.


Siddhartha Mohanty, CEO & MD, LIC, said, “Our vision is to transform LIC into a technology enabled organisation providing life insurance solutions. We look forward to our partnership with Infosys in creating world class digital solutions and providing best-in-class experience for all our stakeholders including customers and sales intermediaries.”


Mohanty said, “Today we are living in a digitally connected era where customers expect their needs to be met instantly whether during on-boarding or post sales service. Technology can help us generate greater insights about our customers and by leveraging India’s advanced digital eco-system to help us serve better.”


Read More: <a href="https://www.storyboard18.com/brand-makers/neha-more-joins-ferrero-as-business-head-modern-trade-42367.htm">Neha More joins Ferrero as Business Head, Modern Trade</a>

LIC appoints Infosys to build its NextGen Digital Platform

The Indian audio devices market is experiencing "remarkable growth" as offline retail sales hit Rs 5,000 crore moving annual turnover (MAT) in June 2024, driven by a 61 per cent YoY volume growth in the Personal Audio segment, as per GfK report. Growth is driven by the rise in immersive sound technologies, enhanced consumer experiences, and a growing demand for high-quality audio products across both home and personal categories, as per PTI's report.


Key factors driving market growth include:

Rising demand: Consumers are increasingly seeking high-quality audio products for both home and personal use.

Immersive sound technologies: Advancements in sound technology are enhancing the listening experience.

Premiumization: Consumers are opting for superior quality and immersive audio experiences.

Evolving entertainment landscape: The growing popularity of streaming services and audio content is fueling demand.

Personal audio has seen significant growth, with headphones, headsets, and mini/Bluetooth speakers becoming essential for many consumers. True Wireless Headsets have been particularly popular, leading the market in terms of value. Neckbands and mini/Bluetooth speakers also continue to dominate the market in terms of volume.

Home audio is also experiencing growth, with 5.1 channel systems becoming more popular. The market is seeing a shift towards premiumization, with a significant portion of sales coming from high-end segments.

Loudspeakers have also seen strong growth, particularly in the South Zone and smaller towns and cities. Soundbars dominate the loudspeaker segment.

Overall, the Indian audio market is well-positioned for continued growth as consumers seek premium, cinematic audio experiences.

Benetton CEO Massimo Renon: Indian consumers will be profiled as future consumers for Benetton

Addressing Benetton's second-largest global market, CEO Massimo Renon tells Delshad Irani about the company's plans to make brand Benetton cool again.

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