Category Archives: Story


E-commerce companies bet big on the festive season.

E-commerce companies are hoping they will be able to buck the downturn in the economy during the muchanticipated Diwali sales later this month, the biggest sale in a year. Over half a dozen industry stakeholders — e-tailers, brands, sellers, analysts — told TOI the upcoming festive sales may not see consumers hold back with their spending unlike in the […]

“Purpose”, is now being evaluated seriously by corporate India.

From being an insipid line in the ‘About Us’ section of a company’s website that no one paid attention to, “purpose”, with all its moral implications, is now being evaluated seriously by corporate India. All this, thanks to millennial employees seeking a sense of direction from their companies. At Hindustan Unilever, senior management take a ‘discover […]

Brands need to offer unique experiences to increase sales.

For any brand to sustain itself in this cut-throat market, it needs to instill a certain recall value in the minds of its existing and potential customers. Today, several brands are leveraging digital technologies to create effective marketing campaigns that reach a wider network of people and stay fresh in their minds for longer periods […]

Retailers need to view Amazon as a platform to not only sell more products but to build reputations as well.

The popularity of Amazon Marketplace over the years has made Amazon a more attractive destination for brick-and-mortar retailers. In a recent column, I discussed the example of one retailer that relies on Amazon to complement its offline operations. Recently published data suggests that Amazon presents a major opportunity for retailers to attract more business by having a […]

Online food companies are making their consumers “discount addicts”.

With over 2,000 restaurants now logged out of food delivery apps across the country, the impasse over deep discounting and predatory pricing still remains unresolved as the standoff between food aggregators, restaurants and restaurant associations enters its second week.  Here’s a closer look at what has intensified this ongoing war between different stakeholders of the food delivery […]

Videos are now the preferred way of communication to drive user.

Videos are emerging as the preferred way to communicate with prospective consumers for early-stage consumer internet startups, as they expand user base beyond metros. Faster internet, language barriers for text and literacy issues are making these startups explore video as an option to make their products go viral. A new breed of fintech players, such as […]

An AI-powered conversational analytics platform to maximize sales conversion optimisation.

Scoop, a Mumbai based startup, has developed an AI-powered conversational analytics platform designed to help inside sales teams to maximise sales conversion optimisation. According to the company, Scoop leverages machine learning to mine insights from customer conversations across voice, video, and text sources to discover sales opportunities. The insights gleaned by the AI can be utilised to […]

ASCI upheld complaints against misleading ads.

During the month of June 2019, the Advertising Standards Council of India (ASCI) investigated complaints against 334 advertisements, of which 106 advertisements were promptly withdrawn by the advertisers as soon as they received communication from ASCI, the advertising regulation body said on Thursday. The independent Consumer Complaints Council (CCC) of ASCI upheld complaints against 190 advertisements, out […]

Become a social media influencer.

Influencer marketing has skyrocketed since it first made its mark. That’s very much due to the way purchasing decisions have changed over the years. In 2018, a study found that only 4% of people trusted celebrity endorsements. This is probably because they prefer to seek product and service recommendations from those who are, above all, knowledgeable and credible. And […]