The agricultural sector has always been troubled by logistical challenges. India just cannot afford to lose food supplies due to logistical issues at this point because of its quickly expanding population. An estimated 194 million people in India experience daily hunger, as reported by the UN Food and Agriculture Organisation (FAO). According to the organization, the huge amount of food that goes to waste each year—roughly $14 billion worth—in India is the main cause of this problem. In reality, according to the UN, supply problems cause almost 40% of India’s food to be wasted before it reaches the customer. Fortunately, a plethora of entrepreneurs have stepped up to the plate, offering tech-driven ways to cut down on food waste.
It is now more important than ever to manage agricultural inputs and outputs, such as farm produce, due to the present unfavorable circumstances in which the entire world is experiencing an economic crisis. According to official statistical data, several research on India’s fresh produce and seafood have shown a loss percentage of 8–18% recently. Currently, farmers are facing numerous challenges, including a shortage of labor, low returns on their crops, and disruptions in the supply chain. They are hopeful that the IT sector will solve these problems.
To tackle these problems, numerous agro startups have been introduced to the market. According to the information provided by Data Labs, over a thousand startups are engaged in the agriculture sector. Many of these businesses are helping to solve problems in the industry by combining cutting-edge technology with fresh, original thinking.
Although the agriculture sector’s supply chain was already weak before the COVID-19 epidemic, it became much worse thereafter. The government made its position on not wanting to disrupt agri-business quite apparent when it classified agri-business as an essential commodity. However, the local authorities were the first to cause confusion by not distinguishing between agri-supply and other supply chains. As a result of the increased uncertainty caused by the states’ tug-of-war, the supply chain was impeded.
Startups came in to clear things up with their new tech-driven solutions. Even though farmers and others in this industry still have a long way to go before they can master technology abilities, these young entrepreneurs blew it out of the park by making their goods so easy to use that a child could do it.
Agricultural Technology (Agtech) Market Value Worldwide From 2020 to 2025
Connecting Farmers With Their Market
Startups have emerged with the sole purpose of reversing the traditional market dynamics and bringing large markets to farmers. To provide farmers with options, businesses like AgriBazaar, Oxen Farm Solution, Agribolo, Trringo, etc. have carved out this concept.
It has been a long-standing challenge for farmers and agro-business owners to get a fair price for their goods. There have been numerous reports of farmers and businesses tossing their products on roadways due to meager prices, which prevent them from recouping their production costs. In response, AgriBazaar established direct connections between farmers, state governments, and procurement firms.
Indian agritech entrepreneurs have a chance to prove themselves by coming up with novel and inventive solutions to the current predicament. We developed our project with the ever-present problem of logistics in the agro-industry in mind, and it has brought us great joy to see our product meet the needs of both farmers and procurement businesses, stated Amith Agarwal, cofounder and CEO of AgriBazaar.
At AgriBazaar, farmers can list their products and themselves on the website or app. Then, the business connects them with businesses that are looking to buy their goods. The practicalities of collecting the grain from the farmer’s doorstep and delivering it to the purchasers’ godown or warehouse are taken care of by the startup once the deal is finalized.
Similarly, Farmpal has opened a distribution center in Wadgaon Sheri, East Pune, and a fourth collecting center in Kopargaon, close to Shirdi. Using their distribution facilities, the corporation buys produce directly from farmers and then sells it to large traders. To ensure a seamless supply chain, the corporation uses its logistical chain to pick up the goods from the farmers’ station.
We have chosen to purchase directly from the growers to maintain a robust supply chain. One thing that sets us apart is that we buy whatever the farmers are selling. They can either deliver their fruit to our centers or even help us select it ourselves. The reason behind this is that, due to the current recession, customers are being less selective, stated Puneet Sethi, Director and Co-founder of Farmpal.
By Combining Traceability With AI, Providers Can Go the Extra Mile
Companies like these often promise farmers 15% greater prices than what local agents would pay because they don’t have to pay commission. This is how they get farmers to join their network. The amount of demand for a crop, the current pricing provided, and other facts are communicated to farmers through apps or SMS.
Better pricing, timed deliveries, and quality assurance are all available to wholesale clients and retailers who use an app to place purchases. Produce can be traced because it is monitored at every step.
In addition to procurement, these businesses have access to AI technology, which allows them to readily forecast demand by analyzing data that they have acquired. As a result, the fruit has a longer shelf life and there is practically no chance of food waste. Therefore, suppliers and traders can now more easily move goods to greater distances.
The farmer goes through a lot just to get his harvest to market, negotiate a price with middlemen, and then return home with a handful of pennies. He is responsible for covering all logistical costs and food waste in the event that the produce does not sell. We are able to go the extra mile to supply it because we buy it directly from farmers and equip it with our AI and traceable technology. Everybody wins in this scenario: farmers get good returns, while merchants obtain fresh produce that can now be delivered anywhere in the nation, said Thirukumaran Nagarajan, Co-Founder and CEO, Ninjacart.
Wasted Food Is Lessened Through End-To-End Monitoring
Food waste can be significantly reduced with end-to-end monitoring of produce while it is in transit. From a practical standpoint, it appears a little bit excessive, but when combined with technology, it becomes a reality. Many new businesses have focused on this one area of weakness and developed products to address it, with an emphasis on end-to-end monitoring.
Otipy, a new offering from farm-to-retail agritech startup Crofarm, is based on an end-to-end supply monitoring system that allows businesses to link their reselling partners with customers directly. More than 50,000 customers are already taking advantage of the company’s services, and it has partnerships with 500+ resellers around the Delhi-National Capital Region.
Otipy scours its partners for fresh goods and then delivers them right to customers’ doors thanks to its robust end-to-end supply chain network. In this business-to-consumer sphere, the firm not only aids its business associates in cutting down on food waste, but it also supplies customers with nutritious, freshly grown food.
Another agritech business situated in Mumbai, FarmLink focuses on the entire supply chain for produce. With this new business-to-business analytical tool, consumers can monitor their food’s journey from farm to fork, and farmers can rest easy knowing that their money is safe. Gramco Infratech is another company that provides services to rural areas and concentrates on the grain supply chain. From inputs and contract farming to financing and procurement, their services span the whole value chain.
These new businesses have already begun connecting farmers and traders so that everyone can win. When coupled with cutting-edge technology, fresh perspectives and ideas can have a profound impact in a country like India, which boasts a large and growing population. The only remaining concern is how these companies want to educate Indian farmers about their trading models; after all, the majority of farmers in this country lack sufficient knowledge of technology and current trends. Even more so, these new businesses are strapped for cash and can’t afford to spend much on ads (print, electronic, online, radio), thus it’s tough for them to consistently expand their nexus while running their day-to-day operations.
In the dynamic landscape of online matchmaking, numerous platforms aim to facilitate meaningful connections and lifelong relationships. These services, which use technology to provide enormous networks of possible matches, are essential in changing the way that people choose life partners.
Since 1996, Shaadi.com has become a trendsetter in this constantly changing business, distinguishing itself as one of the most reputable and established platforms globally. With more than 26 years of experience, Shaadi.com has transformed not only how people view marriage but has also come to represent long and prosperous unions, with millions of happy marriages to its credit.
Read on to the article to learn more about Shaadi.com’s founder, startup story, business model, revenue model, marketing strategy, and more.
Shaadi.com – Company Highlights
STARTUP NAME
SHAADI.COM
Headquarters
Mumbai, Maharashtra, India
Sector
Internet marriage arrangement, social networking service
Anupam Mittal launched Shaadi.com in 1996 under the name Sagaai.com. In 1999, the company changed its name to Shaadi.com in order to become more marketable. Shaadi.com gained popularity among non-Indian residents at first because of parents’ reluctance to utilize startups. By 2008, it had become the world’s most popular Asian matrimonial website, with 20 million members by 2011.
The principal aim of the platform is to provide Indians worldwide with an exceptional matchmaking experience. The biggest online dating service in the world, Shaadi.com, created the online matchmaking industry and has led the marriage sector for more than ten years by continuously offering a thorough and creative approach to matchmaking.
Shaadi.com – How does It Work?
Shaadi.com, a leading matrimonial platform, has revamped its photo screening process to enhance user experience and ensure platform integrity. Amazon Rekognition-powered advanced algorithms are being used by the corporation to streamline manual tasks that used to take 5–6 hours.
This automated feature finds people that share contact details, creates phony profiles, and mismatches genders in addition to speeding up the photo screening process. Shaadi.com’s dedication to efficiency, security, and customer pleasure in online matchmaking is demonstrated by the remarkable 95% decrease in photo screening time that has been achieved through the integration of technology.
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According to a Statista analysis, the matchmaking market in India is expected to generate US $297.10 million in revenue by 2024, growing at a predicted 0.59% annual rate (CAGR 2024-2028). The market is anticipated to continue growing, with a predicted volume of US $304.20 million by 2028, suggesting consistent growth and changing patterns in India’s matchmaking sector.
Shaadi.com – Founders and Team
Anupam Mittal is the Co-Founder and Director of Shaadi.com.
Anupam Mittal
Anupam Mittal, Co-Founder and Director of Shaadi.com
Shaadi.com’s Co-Founder and Director, Anupam Mittal, has established a remarkable career for himself in the business sector. After concentrating on business and commerce at Boston College, he went on to become a product manager at MicroStrategy. As he advanced in his career, Anupam joined Interactive Avenues as a director before starting his own business. He started Mauj Mobile and makaan.com, where he also held the position of Managing Director.
Eventually, he made a name for himself as the CEO and Founder of People Group. At Shaadi.com, Anupam Mittal continues to play a crucial role as both the company’s founder and CEO as well as its director. His broad range of professional experience demonstrates a noteworthy development in leadership and innovation in the digital domain.
Anupam has also demonstrated his entrepreneurial acumen as a “Shark” on the SonyLiv reality program Shark Tank in Seasons 1, 2, and 3, showcasing his commitment to fostering innovation and supporting emerging ventures.
The company has 1,001–5,000 employees, as per LinkedIn.
The story of Shaadi.com begins when Anupam Mittal, sitting in his father’s office, runs into a conventional matchmaker who was proposing to his father that they find a match for him. In search of a more effective solution, Anupam plans to move the whole matching procedure online.
He launched the first iteration of this concept as an experimental project in 1996 and named it Sagaai.com (the Hindi word for interaction). The website changes, and in 1999 it relaunches as Shaadi.com. Anupam devotes all of his resources to this ground-breaking project. Fully devoted, he quits his job in the U.S. in 2001 and moves back to India, focusing all of his energy on creating the foundation for success.
Mission: The mission on the company website states “to provide people with a superior matchmaking experience by expanding the opportunities available to meet potential life partners and build fulfilling relationships. We strive to do this through superior technology, in-depth research, valuable matrimonial content & services, and above all the highest quality of customer service delivered with a sense of warmth, understanding, respect, and company spirit.”
Vision: The vision on the company website states “Our vision is a world where the search for a life-partner is as fulfilling as the journey with a soul-mate.”
Shaadi.com – Name, Tagline, and Logo
Shaadi.com Logo
Shaadi.com began as Sagaai.com in 1996. Its founder, Anupam Mittal, changed its name to Shaadi.com in 1999, believing it to be a more marketable name. The parent organization of Shaadi.com is People Interactive Pvt.Ltd.
Shaadi.com – Products and Features
Shaadi Live
Shaadi Live was introduced by Shaadi.com in January 2023. Eligible singles can meet up to 10 possible matches over video chats for 5 minutes each during an hour-long Shaadi Live event, which takes place every 10 days.
VIP Shaadi
Shaadi.com offers an exclusive matrimony service called VIP Shaadi for the elite. Designed for World-wide Eligible Singles and Rich Families.
Select Shaadi
Select Shaadi introduces a personalized matchmaking service featuring a dedicated advisor who manages all aspects of finding a match. The dedicated advisor takes care of understanding requirements, ensuring a tailored and efficient matchmaking experience.
Sangam
Indian marriages signify the union of two families. As a business entity, Sangam.com has the superpower that innovates to do precisely that. It is become the go-to matchmaking service for Indian families worldwide, with over 2 million profiles.
Shaadi Centres
Shaadi Centre, an initiative by Shaadi.com, is a widespread network of centers spanning across India. This unique enterprise provides a spectrum of services ranging from matchmaking to comprehensive wedding planning. The network is expanding, with 250 centers being progressively introduced to offer these specialized services.
Success Stories
Shaadi.com Success Stories is a dedicated space to celebrate the countless members who’ve discovered their soulmates through the platform.
Shaadi.com – Business Model
Shaadi.com operates with a primary focus on discovering and developing scalable Internet business models, particularly centered around communities and classifieds in the realm of online matchmaking. The company prioritizes innovation-driven growth, having been a leader in the development of Internet business models centered around India.
Shaadi.com’s business approach is centered on developing a digital platform that makes marriage connections easier. It does this by utilizing technology to improve the matchmaking process and taking into account the particular cultural and socioeconomic quirks of the Indian community. Shaadi.com is committed to offering those looking for life mates a modern, culturally aware platform by promoting innovation in the online matrimonial industry.
Premium Membership Subscriptions: Users can access upgraded features and services by subscribing to a premium membership on Shaadi.com. The platform makes money from the extra features that premium plan subscribers receive.
Personalized Matchmaking Services: To help customers who are looking for more specialized and customized support in their search for a life companion, the site offers personalized matchmaking services. Fees for these customized services are charged, which increases Shaadi.com’s income.
Targeted Advertising: Shaadi.com makes strategic alliances with companies looking to reach out to its user base by utilizing focused advertising on its platform. Shaadi.com earns extra money from customized exposure that advertisers pay for.
Shaadi.com – Challenges Faced
Shaadi.com faced formidable challenges from its inception, navigating a landscape where internet adoption in India was limited, and conservative parents were hesitant to embrace marriages arranged through an internet-based startup. Overcoming prevalent mindsets and cultural barriers turned out to be major challenges. Since most people were unaware of the existence of internet matchmaking, the next hurdle was finding the right talent.
As the business grew, more people from smaller areas started using Shaadi.com due to the availability of cheap data connectivity. Challenges arose from this expansion into diverse demographics. It became imperative to modify communication tactics to conform to the sensibilities of smaller town consumers. Continuous hurdles included linguistic tweaks and smooth brand integration.
The platform’s journey was further complicated by the requirement to create revenue strategies suited to the payment preferences of tier II and tier III customers, such as UPI and wallets. Shaadi.com successfully navigated these obstacles to cater to a varied and growing customer base.
Shaadi.com – Funding and Investors
Shaadi.com has raised $8 million in funding in two rounds.
Here are the funding details:
Date
Round
Amount
Lead Investors
Sep 21, 2017
Venture Round
—
InnoVen Capital
Mar 10, 2006
Venture Round
$8 million
Sequoia Capital India
Shaadi.com – Investments
Shaadi.com has made two notable investments in Thrill, participating in both a convertible note round on May 22, 2015, and a venture round on January 29, 2015. These strategic investments reflect Shaadi.com’s interest in supporting Thrill’s growth and development.
Shaadi.com – Acquisitions
On December 20, 2016, Shaadi.com increased its presence in the online dating market by acquiring Delhi-based mobile dating app Frivil. Shaadi.com made a calculated strategic move with the acquisition to broaden its product line and bolster its position in the rapidly changing online relationship market.
Shaadi.com – Growth
In the matrimonial space, Shaadi.com is a world leader, bringing people together from different continents. Shaadi.com is widely associated with online matchmaking worldwide, having a substantial presence in nations such as India, the United States, Canada, the United Kingdom, Singapore, Australia, the United Arab Emirates, and more.
Shaadi.com, which has impacted the lives of over 50 million people worldwide, has been instrumental in changing the way people find life mates by bridging cultural and geographic divides. The platform’s expansion, it added almost 1.5 million active members as of 2019, with an impressive 12,000–15,000 sign-ups in a single day during the same period, underlines its continued popularity.
This impressive user base is a testament to Shaadi.com’s dedication to offering individualized, successful matchmaking services that appeal to a wide range of people worldwide.
Shaadi.com – Marketing Strategy
Shaadi.com employs a multifaceted marketing strategy. Below are a few prominent ones:
Campaigns for Real-Life Challenges:
The marketing approach of Shaadi.com goes beyond conventional matchmaking by actively involving people in resolving issues pertaining to love, marriage, and society. Prominent advertisements address important issues including child marriage, dowries, and women’s empowerment, promoting thought-provoking dialogue on the platform’s social media platforms.
Creation of Offline Shaadi Centers:
Shaadi.com has established 123 franchisee centres across 72 cities as part of a daring bid to broaden its appeal. This calculated move highlights the business’s dedication to providing individualized services, building a strong physical presence, and establishing a more meaningful connection with customers.
Social Impact via Games and Contests:
Shaadi.com often organizes games and contests, showcasing their commitment to social impact. More than 600,000 individuals in more than 35 nations expressed gratitude for the “Angry Brides” game, which tackles the subject of dowries. Users are engaged by these interactive initiatives, which also greatly advance social change and awareness.
Angry Brides Game | Shaadi.com
Leveraging Influence for Social Good:
Shaadi.com actively promotes social advancement by combining offline locations, interactive campaigns, and significant projects. The platform is always refining its marketing approach and highlights its contribution to positive social change in addition to user engagement. Shaadi.com sustains a robust user base while actively promoting a more conscious and progressive society by utilizing influence for social good.
Shaadi.com – Advertisements and Social Media Campaigns
Shaadi.com Campaign
In order to highlight its cutting-edge feature, Shaadi Live, Shaadi.com’s founder, Anupam Mittal, is dressing up like a superhero in the campaign. The funny advertisement highlights the time-consuming aspect of conventional match-finding procedures, with Mittal portrayed as the family’s rescuer, introducing them to Shaadi Live’s efficiency. The ad deftly illustrates how this new feature simplifies the matching process and adds fun to the search for a life mate.
Shaadi.com – Awards and Achievements
Shaadi.com has received multiple honors. The following is a list of some of the well-known ones:
Indira Award for Marketing Excellence (2013) – “Best Use Of Social Media”
Indian Digital Media Awards (IDMA) 2013 – “Best Social Media Campaign – Social Cause”
3rd India Digital Awards by IAMAI – Recognition for ‘Angry Brides’
4th Internationalist Awards in New York – Bronze for ‘Angry Brides’
Shaadi.com – Competitors
Shaadi.com’s top competitors are:
Jeevansathi.com
BharatMatrimony.com
Matrimonialsindia.com
TamilMatrimony.com
TeluguMatrimony.com
Shaadi.com – Future Plans
Shaadi.com’s founder, Anupam Mittal, indicated that the company was in a strong position when he said in a interview as per news report of September 2022 that it was profitable and ready for an IPO the following year. Mittal highlighted that the company was self-sustaining at that point and did not require more capital. But throughout the conversation, information regarding the IPO was withheld, which raised concerns about Shaadi.com’s long-term goals, as reported in September 2022.
According to news reports as of February 2023, Shaadi.com is not only getting ready for a possible initial public offering (IPO), but the company is also getting ready to work with Match Group. This calculated action implies that Shaadi.com is actively looking into alliances and partnerships to expand its offers and profile in the online dating space.
FAQs
Is Shaadi.com free?
Shaadi.com is free for registration but you will have to pay a fee to initiate contact with any individual on the platform.
Who is the owner of Shaadi com?
Anupam Mittal is the founder of Shaadi.com.
Is Shaadi.com available outside India?
Yes, Shaadi.com is available in India and in other Asian countries, such as Pakistan and Bangladesh, and is also present globally.
Which is the best site for marriage?
Here is the list of some of the top sites for marriage in India:
This article has been contributed by Ankit Ratan, Co-founder & CEO at Signzy.
From Gal Gadot to Rashmika Mandana to Sachin Tendulkar, it’s disturbing to see famous faces being the victims of deep fake videos. The deepfake is being used to impersonate people, spread fake news, and create misinformation in the ecosystem. The deepfake has further blurred the line between ‘what is authentic and what is not?’. The research shows that deepfake videos can influence our perceptions of individuals, irrespective of our awareness of deepfakes or our ability to detect them. This not only puts business reputation at risk but also has an alarming psychological impact on individuals, especially young ones.
To address the emerging concern, Rajeev Chandrasekhar, Union Minister of State for Electronics and Information Technology, has recently stated that ‘we will notify newly amended rules that are much more specific to the issue of misinformation and deep fakes in particular.’ He also hinted at adding stringent rules for combating deepfakes and section 469 of the Indian Penal Code (IPC) would be applicable in case of forgery.
In the evolving landscape of cybersecurity, the ascent of deepfakes presents an unprecedented challenge. Recent surveys underscore the urgency, revealing a 13% year-on-year increase, with 66% of cybersecurity professionals noting the integration of deepfakes in cyberattacks. Astonishingly, 78% of these sophisticated attacks utilize email as the primary delivery method. However, the gravity of the ‘deepfake technology’ threat becomes even more pronounced when considering that 4 out of 10 people cannot differentiate between a real and deepfake video.
The Broader Menace – How Duping Big Celebrities Of A Fake Identity Is Not A Joke
The potential for the manipulation of financial information, the impersonation of key stakeholders, and the ability to mislead automated systems are all factors that pose severe concerns across all sectors of the economy. Since businesses are progressively moving their operations into the digital arena, the vulnerabilities that are highlighted by deepfake technology are becoming more and more evident. Deepfakes have the potential to do a wide range of damage, which is both worrisome and extensive. Deepfakes can deceive investors by manipulating financial data, and they can even impersonate prominent individuals in order to commit fraudulent acts.
V-KYC – A Pivotal Defense Against Deepfake Threats
In response to the escalating threat posed by deepfakes, particularly in sectors where identity verification is crucial like the BFSI sector, the Virtual Know Your Customer (V-KYC) emerges as a pivotal defense mechanism. V-KYC represents a paradigm shift in identity verification, leveraging real-time interactions and advanced verification techniques. By incorporating multi-layered authentication and maintaining detailed audit trails, V-KYC adapts to the evolving threat landscape posed by deepfake technology.
V-KYC is an innovative solution that combines the efficiency of digital processes with the security required to combat deepfake threats. Real-time interactions play a crucial role in ensuring the legitimacy of transactions. By engaging with users in real-time, businesses can verify the authenticity of the person on the other end, minimizing the risk of falling victim to deepfake impersonations. This approach introduces a dynamic layer of security that traditional methods often lack.
Multi-Layered Authentication – Fortifying the Defense
Furthermore, the implementation of multi-layered authentication protocols is crucial in fortifying the defense against deepfake attacks. V-KYC’s approach involves a combination of various verification methods, such as knowledge-based questions, biometrics, and device authentication. This comprehensive authentication process not only mitigates the risk of deepfake attacks but also enhances overall security in the E-KYC process, making it significantly more resilient to evolving cyber threats.
Maintaining comprehensive record-keeping for audit trails is another key component in the battle against deepfakes. In the unfortunate event of a security breach or fraudulent activity, having detailed logs of interactions and transactions allows companies to trace back and investigate the incident. This not only aids in identifying the source of the breach but also provides valuable insights for improving and adapting security measures, creating a proactive defence against potential deepfake threats.
Best Practices – Safeguarding Against Deepfake Threats
To effectively combat deepfakes, businesses must adhere to best practices that encompass a holistic approach to security. Prioritizing data security is paramount, involving the implementation of robust encryption methods, secure storage practices, and regular security audits. By making data security a top priority, businesses can significantly reduce the risk of unauthorized access and manipulation by deepfake technology.
User Consent – Transparency and Trust in the Digital Realm
Obtaining the consent of the user is also very important. Within the area of digital technology, transparency is of the utmost importance, and organizations must make it clear to users that they employ V-KYC and other deepfake safeguards. By obtaining agreement before adopting such technologies in verification processes, not only is it possible to guarantee compliance with rules, but it also helps to develop confidence with consumers, which in turn helps to foster a sense of transparency in the utilization of modern security measures.
Quality Training Programs – Empowering the Workforce
It is essential to provide staff with high-quality training programs in order to provide them with the ability to identify possible deepfake dangers and respond appropriately to them. When it comes to cybersecurity, the human aspect continues to be an important factor, and a workforce that is watchful is the first line of protection for an organization. The creation of a resilient workforce that actively contributes to the defence against developing cyber threats can be accomplished by enterprises through the education of their employees on the most recent deepfake techniques and the provision of frequent updates on security policies.
A Proactive Adaptation In The Face Of Evolving Threats
In alignment with industry concerns, innovative companies recognize the profound impact of deepfakes on cybersecurity. Industry leaders, adopting a proactive stance, emphasize the necessity of staying ahead of evolving threats. While specific companies, such as one specializing in digital solutions, acknowledge the challenges posed by deepfake technology, they highlight the importance of continuous innovation in fortifying authentication processes without compromising user experience. The consensus within the tech community is clear – a united front against deepfakes requires ongoing vigilance, advanced technologies, and collaborative efforts to safeguard digital landscapes.
Conclusion
In conclusion, the impact of deepfakes on E-KYC processes is a growing concern that demands immediate attention from businesses, especially in the BFSI sector. The integration of V-KYC, along with adherence to best practices and continuous improvement of security measures, is essential in safeguarding against the malicious use of deepfake technology. By taking a proactive approach and embracing innovative solutions, companies can navigate the deepfake dilemma and secure their digital processes against the ever-evolving landscape of cyber threats. As technology continues to advance, so must our defences to stay one step ahead of potential threats and ensure the integrity of identity verification processes in an increasingly digital world.
StartupTalky presents Recap’23, a series of in-depth interviews where we engage with founders and industry leaders to explore their growth in 2023 and their predictions for the future.
OTT platforms will continue to disrupt traditional media and may even start to compete directly with cable and satellite TV providers. This could lead to more cord-cutting and a shift in the traditional TV landscape
Revenue in the OTT Video market in India is projected to reach US$4,144.00m in 2024. The market is expected to show an annual growth rate (CAGR 2024-2028) of 7.74%, resulting in a projected market volume of US$5,584.00m by 2028.
In a recent Recap’23 interview, we at StartupTalky had the privilege of connecting with Kaushik Das, CEO & Founder of AAO NXT. We explored how the AAO NXT industry is revolutionizing the OTT platform industry by analyzing its documentaries, web series, feature films, and future strategies.
StartupTalky: What service does your company provide? What was the motivation/vision with which you started?
Mr. Kaushik Das: AAONXT stands as Eastern India’s premier OTT platform, curating a rich array of web series, feature films, and documentaries. Our foundational vision was to bridge the gap in global entertainment by highlighting indigenous Odia content, celebrating Odisha’s cinematic heritage, and reaching out to the vast diaspora of over 50 million Odias worldwide.
StartupTalky: What new services have been added in the past year? What is/are the USP/s of your service?
Mr. Kaushik Das: Yes, we’ve continually expanded our content library. Our offerings now span across diverse genres and languages, including Assamese, reflecting our commitment to linguistic diversity. Our USP lies in our focus on authentic regional narratives, ensuring that stories resonate universally while staying rooted in their cultural origins.
StartupTalky: How has the industry you are in changed in recent years and how has your company adapted to these changes?
Mr. Kaushik Das: In the rapidly evolving landscape of digital content consumption, AAONXT has consistently demonstrated agility and foresight. Recognizing the pivotal role of collaborations in amplifying our content portfolio, we’ve forged strategic partnerships with leading production houses. These alliances not only enriched our content library but also positioned us as a preferred platform for diverse content creators, ensuring a steady influx of high-quality content.
Moreover, understanding that user experience is paramount in retaining and expanding our viewer base, we’ve invested significantly in refining our platform’s interface. Our user-friendly design, intuitive navigation, and personalized recommendation algorithms have enhanced viewer engagement, fostering longer sessions and deeper content exploration.
Beyond content and design, our commitment to innovation is unwavering. We continually monitor industry trends, harnessing emerging technologies and methodologies to enhance our platform’s capabilities. Our audience-centric approach means that every feature, update, or content addition is meticulously curated, keeping viewer preferences and feedback at the core.
In essence, our proactive approach to partnerships, coupled with a relentless focus on enhancing user experience and pioneering innovation, has positioned AAONXT as a trailblazer in the digital content realm, adeptly navigating industry transformations.
StartupTalky: How do you stay up-to-date on the latest trends and developments in your industry?
Mr. Kaushik Das: We prioritize market research, engage in collaborations with content creators, and invest in technological advancements. Our team actively attends industry events, ensuring we’re always abreast of emerging trends and developments.
StartupTalky: What key metrics do you track to check the company’s growth and performance?
Mr. Kaushik Das: For AAONXT, the metrics we prioritize offer a comprehensive view of our platform’s health, audience satisfaction, and growth trajectory. At the forefront, subscriber growth remains a vital barometer of our platform’s appeal and market penetration. A rising subscriber base not only signifies increased brand recognition but also underlines the efficacy of our content and user experience.
Content engagement rates provide us with insights into how effectively our offerings resonate with viewers. High engagement, reflected through metrics like watch time, shares, and interactions, indicates content relevance and viewer satisfaction. This engagement, in turn, fosters a sense of community and loyalty among our user base.
Viewer feedback stands as a testament to our commitment to continuous improvement. We actively solicit and analyze feedback, using it as a catalyst for refining our platform, enhancing content offerings, and addressing user pain points. Such direct insights from our audience enable us to remain agile and responsive to evolving preferences.
Strategic partnership expansions offer a dual benefit. They not only amplify our content library but also solidify our position in the industry, opening doors to collaborative ventures that drive mutual growth and innovation.
Additionally, the diversity of our content library and user retention metrics are pivotal in our evaluation matrix. A diverse content portfolio ensures that we cater to varied audience segments, fostering inclusivity and broadening our appeal. Meanwhile, robust user retention metrics, indicative of viewer loyalty and satisfaction, reaffirm our platform’s value proposition and sustainable growth potential.
In summary, a holistic blend of subscriber growth, content engagement, viewer feedback, strategic alliances, content diversity, and user retention forms the cornerstone of our performance evaluation, guiding AAONXT’s strategic direction and operational excellence.
StartupTalky: What were the most significant challenges your company faced in the past year and how did you overcome them?
Mr. Kaushik Das: While content acquisition and market positioning presented challenges, we overcame them by forging stronger collaborations with local content creators and innovating our content distribution strategies, ensuring a wider reach and diverse offerings.
StartupTalky: Good service is something everyone is talking about in the service industry. How do you ensure that your clients are happy?
Mr. Kaushik Das: In the fiercely competitive landscape of digital content delivery, AAONXT’s unwavering dedication to service excellence is deeply rooted in a multifaceted approach that places our users at the heart of every decision and innovation. At its core, our commitment is anchored in crafting personalized user experiences that resonate with individual preferences and viewing habits. Recognizing that every viewer is unique, we’ve invested extensively in developing algorithms and user interfaces that curate content tailored to specific tastes, ensuring that each user feels seen, understood, and catered to.
Prompt and efficient customer support stands as another cornerstone of our strategy. We’ve established robust channels for user queries, feedback, and concerns, ensuring that our response mechanisms are not just reactive but proactive. Our customer support teams are trained to anticipate user needs, offer timely resolutions, and foster positive interactions that enhance overall user satisfaction.
Furthermore, our dedication to unparalleled client satisfaction extends beyond individual interactions to encompass broader community engagement initiatives. We’ve cultivated vibrant online communities where users can connect, share feedback, discuss content, and even influence future platform developments. These community-centric spaces not only foster a sense of belonging among users but also provide us with invaluable insights into emerging trends, preferences, and areas of improvement.
Consistent iteration forms the final pillar of our commitment. We view user feedback as a catalyst for growth and innovation, continually refining and enhancing our platform based on user insights. Whether it’s introducing new content categories, optimizing streaming speeds, or enhancing user interface elements, every update and enhancement is meticulously designed to meet and exceed viewer expectations.
In essence, AAONXT’s strategy for ensuring unparalleled client satisfaction is a synergistic blend of personalized user experiences, responsive customer support, vibrant community engagement, and continuous iteration based on user feedback. Through these concerted efforts, we strive to set industry benchmarks for service excellence, reinforcing our position as a platform that truly values and prioritizes its users.
StartupTalky: What are the different strategies you use for marketing? Tell us about any growth hack that you pulled off.
Mr. Kaushik Das: Navigating the competitive terrain of the digital content industry demands a multifaceted and dynamic marketing approach. At AAONXT, our growth trajectory has been shaped by a strategic blend of innovative marketing strategies, each tailored to amplify our brand presence, engage our audience, and foster sustainable growth.
Central to our marketing blueprint are our digital campaigns. Leveraging data-driven insights and analytics, we’ve crafted targeted campaigns that resonate with specific audience segments, driving awareness, engagement, and conversion. These campaigns are meticulously designed to highlight our unique value propositions, showcase our diverse content offerings, and reinforce our brand ethos in memorable ways.
Influencer collaborations stand as another pivotal pillar of our marketing strategy. Recognizing the influential power of digital personalities and content creators, we’ve forged strategic partnerships with influencers who align with our brand values and resonate with our target demographic. These collaborations have enabled us to tap into new audience pools, foster authentic brand advocacy, and leverage the credibility and reach of influencers to amplify our messaging.
Complementing our digital campaigns and influencer partnerships are our community-driven initiatives. We’ve cultivated a vibrant online community around AAONXT, fostering spaces where users can engage, share feedback, discuss content, and even contribute to platform enhancements. This community-centric approach not only fosters brand loyalty but also turns users into brand ambassadors, driving organic growth through word-of-mouth referrals and peer recommendations.
A standout growth hack that has significantly propelled our expansion has been our localized content approach. Recognizing the diverse linguistic and cultural landscape of our target audience, we’ve invested in curating content that resonates deeply with regional sensibilities and preferences. This hyper-localized content strategy has not only enhanced user engagement and retention but also fostered a deeper connection with our audience, driving organic growth as satisfied users advocate for AAONXT within their communities.
In summary, AAONXT’s marketing strategies blend data-driven digital campaigns, strategic influencer collaborations, community-driven initiatives, and a hyper-localized content approach to drive brand awareness, engagement, and growth. Through these concerted efforts, we’ve carved a distinctive niche in the digital content landscape, continuously expanding our footprint and reinforcing our position as a preferred platform for regional content consumption.
StartupTalky: Foreign clients- this is what most of the service-based companies are looking for. What has been your experience?
Mr. Kaushik Das: Engaging with a global audience has been a transformative experience for AAONXT, particularly in our interactions with the expansive Odia diaspora scattered across continents. The rich tapestry of cultural connections and shared experiences that bind the global Odia community has provided us with a unique vantage point to understand the nuanced content preferences and aspirations of Indians residing overseas.
Our content, meticulously curated to reflect the diverse cultural ethos of Odisha, has resonated deeply with the global Odia diaspora, serving as a nostalgic bridge to their roots and a vibrant celebration of their cultural heritage. This resonance has transcended geographical boundaries, forging a powerful emotional connection that transcends mere content consumption, transforming it into a shared cultural experience that unites the global Odia community.
Beyond content consumption, our engagement with the global Odia diaspora has been characterized by vibrant interactions, feedback loops, and community-driven initiatives. The enthusiastic response from overseas audiences has been instrumental in refining our global content strategy, ensuring that our offerings strike a harmonious balance between preserving regional authenticity and catering to the cosmopolitan sensibilities of a global audience.
Furthermore, the feedback and insights garnered from our interactions with the global Odia community have been invaluable in shaping our broader global content strategy. These insights have empowered us to craft content that resonates universally, transcending cultural boundaries to captivate and engage diverse audiences, irrespective of their geographical location.
In essence, our experience in engaging with foreign clients, particularly the global Odia diaspora, has been immensely rewarding. Their feedback, enthusiasm, and unwavering support have not only enriched our content offerings but also reaffirmed the universal appeal and enduring power of regional narratives. Through these engagements, we’ve forged stronger bonds with our global audience, reinforcing AAONXT’s position as a trusted curator of authentic regional content that resonates with Indians all over the world, fostering a sense of unity, belonging, and shared cultural pride.
StartupTalky: What are the important tools and software you use to run your business smoothly?
Mr. Kaushik Das: State-of-the-art streaming technologies, content management systems, analytics platforms, and AI-driven recommendation engines have been pivotal in enhancing our platform’s efficiency and user experience.
StartupTalky: What opportunities do you see for future growth in your industry in India and the world? What kind of difference in market behavior have you seen between India and the world?
Mr. Kaushik Das: As we cast our gaze towards the future, the digital content industry stands at the cusp of unprecedented growth and transformation, presenting a myriad of opportunities and trajectories that promise to redefine the landscape both within India and on the global stage.
Domestically, India’s burgeoning digital adoption, fueled by robust internet penetration, affordable smartphones, and a tech-savvy youth demographic, sets the stage for exponential industry growth. The rapidly evolving digital infrastructure, coupled with a burgeoning middle class with disposable income, creates a fertile ground for platforms like AAONXT to flourish. We anticipate a surge in demand for diverse, high-quality digital content that caters to a myriad of tastes, preferences, and regional nuances. This demand will not only fuel content consumption but also stimulate innovation, fostering a vibrant ecosystem of creators, storytellers, and technologists who collaborate to push the boundaries of digital content creation and delivery.
Furthermore, as India continues its march towards becoming a digital-first nation, we foresee a democratization of content creation, with regional narratives and voices taking center stage. This democratization will pave the way for a renaissance of regional storytelling, enabling platforms like AAONXT to serve as catalysts that amplify these voices, making localized narratives accessible, resonant, and celebrated on a national scale.
On the global front, the ascendance of regional content to mainstream prominence heralds a new era of cultural exchange and appreciation. Platforms like AAONXT, with their curated repositories of authentic regional content, are uniquely positioned to bridge cultural divides, fostering a global community that transcends geographical boundaries. We anticipate a growing appetite for diverse, localized content among international audiences, driven by a desire for authentic storytelling that offers a window into different cultures, traditions, and perspectives.
Moreover, as global audiences increasingly seek content that resonates on a personal and cultural level, the demand for regional content is poised to skyrocket, offering platforms like AAONXT an unprecedented opportunity to expand their global footprint, forge strategic partnerships, and emerge as leaders in the global digital content space.
All in all, the horizon is brimming with potential and promise for the digital content industry. Domestically, India’s digital transformation promises a golden era of growth and innovation, while on the global stage, the rise of regional content opens doors to new markets, audiences, and opportunities. As we navigate this exciting landscape, platforms like AAONXT are poised to play a pivotal role in shaping the future of digital content, fostering cultural exchange, and celebrating the rich tapestry of stories that unite us all.
StartupTalky: What lessons did your team learn in the past year and how will these inform your future plans and strategies?
Mr. Kaushik Das: Adaptability, audience-centricity, and collaboration have been key learnings. These insights shape our future strategies, emphasizing innovation, talent acquisition, and fostering a culture of continuous learning and growth.
StartupTalky: Drawing from your rich entrepreneurial journey, what singular piece of advice would you extend to fellow founders within the service sector?
Mr. Kaushik Das: Embarking on an entrepreneurial journey within the service sector is both exhilarating and challenging, marked by moments of triumph and adversity. Reflecting on my own experiences and lessons learned along the way, there is a singular piece of advice that I would wholeheartedly extend to fellow founders navigating this dynamic landscape: cultivate a relentless focus on innovation, prioritize the evolving needs of your audience, and foster resilience as your guiding force.
Innovation stands as the lifeblood of any successful venture, especially within the service sector where differentiation and value proposition are paramount. Embracing innovation means continually challenging the status quo, seeking novel solutions to persistent challenges, and staying abreast of emerging trends, technologies, and market dynamics. It’s about fostering a culture of curiosity, experimentation, and forward-thinking that empowers your team to envision and create groundbreaking services that resonate deeply with your audience.
Equally critical is the unwavering commitment to prioritize the needs and aspirations of your audience. In the service sector, success is intrinsically tied to your ability to understand, anticipate, and exceed customer expectations. This entails cultivating a deep sense of empathy, actively listening to customer feedback, and iterating your services based on real-world insights. By placing your audience at the heart of your decision-making process, you not only enhance customer satisfaction but also foster enduring relationships that drive loyalty, advocacy, and sustained growths.
Resilience, perhaps, is the most invaluable trait that I would advocate for. Entrepreneurship, with its inherent uncertainties and challenges, demands a steadfast resolve and unwavering determination to persevere in the face of adversity. It’s about embracing failures as invaluable learning opportunities, navigating through obstacles with grace and grit, and maintaining an unwavering belief in your vision and mission, even when the path forward seems fraught with challenges. Resilience is what transforms setbacks into comebacks, trials into triumphs, and dreams into realities.
In essence, my advice to fellow founders within the service sector is to embrace innovation as your compass, prioritize your audience as your North Star, and cultivate resilience as your steadfast ally. By weaving these principles into the fabric of your entrepreneurial journey, you not only set the stage for sustained success but also leave an indelible impact on the communities you serve, the industry you operate in, and the world at large. These responses encapsulate AAONXT’s journey, vision, and strategic approach in the digital entertainment landscape.
In the digital age, social media has become an integral part of sports marketing and fan engagement for sports teams worldwide. It provides a platform for teams to connect with their fans, share news and updates, and build a strong online presence.
However, effective social media strategies are crucial for teams to maximize their reach and engage with their fan base. In this article, we will explore some common social media strategies used by sports teams to enhance their online presence and connect with fans.
One of the key strategies sports teams employ is creating engaging content that captures fans’ attention and encourages interaction. This includes sharing highlights, behind-the-scenes footage, player interviews, and exclusive content that gives fans an inside look into the team’s activities.
Good time management is incredibly important in the sports industry, and with the limited time and resources that most teams have to dedicate to social media, creating great evergreen content that is going to give results is of the utmost importance. By providing unique and entertaining content, teams can increase fan engagement, generate excitement, and foster a sense of community among their followers.
Live Updates and Match Coverage
Social media platforms allow sports teams to provide live updates and comprehensive coverage of their matches and events in a way that has never been done before. Teams use platforms like Twitter to deliver minute-by-minute updates, share scores, and engage in real-time conversations with fans.
This strategy enables fans who are unable to attend the game to stay connected and feel a part of the action. It also provides an opportunity for fans to share their opinions, reactions, and emotions, further enhancing the fan experience.
Fan Contests and Giveaways
Another way that sports teams use social media is by organizing fan contests and giveaways as a way to incentivize participation and reward their loyal supporters. These contests may involve predicting match outcomes for online betting, captioning photos, or sharing fan-generated content.
By offering prizes such as merchandise, tickets, or exclusive experiences, teams can encourage fans to actively engage with their social media platforms, increase their following, and generate buzz around their brand.
Influencer Partnerships
Collaborating with influencers and social media personalities is another effective strategy sports teams utilize to expand their reach and connect with new audiences. Influencers often have a dedicated following that trusts their opinions and recommendations.
Partnering with influencers who have a strong presence in the sports industry or share a common target audience can help teams tap into a new pool of fans and leverage the influencer’s reach and engagement to promote their brand and events.
Hashtags and User-Generated Content
The use of hashtags and user-generated content plays a vital role in building a sense of community among sports fans. Teams create branded hashtags that fans can use to join conversations, share their experiences, and contribute to the team’s social media presence.
By encouraging fans to share their own content, such as photos, videos, and stories related to the team, sports organizations can amplify their reach, increase fan involvement, and create a vibrant online community centered around their brand.
Social Listening and Interaction
Another crucial aspect of social media strategy for sports teams is actively listening and responding to fan comments, questions, and feedback. Building a social media strategy is all about adapting and changing based on what is working, and perhaps the best way to do this is just by asking the fans themselves.
Engaging with fans through comments, direct messages, and mentions also helps teams establish a personal connection and demonstrate that they value their fans’ opinions. By acknowledging and addressing fan concerns, teams can build trust, loyalty, and a positive brand image.
Conclusion
Social media has undeniably revolutionized the way sports teams connect with their fans and promote their brand. By implementing effective social media strategies, teams can enhance their online presence, engage with fans, and build a loyal community of supporters. See you next time!
E-Cell IIT Guwahati conducted its 16th Annual Entrepreneurship Summit: UDGAM 2024: Drifting Across Dimensions, presented by NABARD, co-sponsored by Pyrotech Solutions Pvt Ltd, IITG TIDF, and IITG TIC, from the 19th to the 21st of January 2024.,
The summit was organized as a part of the continued efforts to develop the spirit of entrepreneurship among the youth of North-East India.
Under UDGAM, IIT Guwahati Technology Innovation and Development Foundation, E-Cell, IIT Guwahati Research Park, and IIT Guwahati Technology Incubation Centre conducted the Startup Expo to provide an opportunity for about 50 startups in the region to showcase their products or services, receive customer feedback and connect with investors.
The debut of Sparkle, the Student Entrepreneurship Bootcamp, drew an overwhelming response with over 6,000 registrations. From these, 12 finalists excelled in round 3, with the top 3 securing their positions. The judge’s special award of 1 lakh rupees added to the celebration.
The National Entrepreneurship Drive (NED) represented a laudable effort focused on establishing E-Cells across the nation and aiding other institutions in setting up E-Cells from the ground up. This four-week program provided thorough education on the nuances involved in constructing and overseeing an E-Cell.
The North East Entrepreneurship Conference (NEC) led to the formation of the North East E-Cell Association (NEECA) with six E-cells, promoting entrepreneurship in the region. Dr.Hirak Ranjan Das, Dy. Director of innovation, Incubation, and Entrepreneurship at Royal Global University, presided over the event, emphasizing its significance in promoting entrepreneurial endeavors in the North East.
Disrupt, the startup boot camp tailored for startups at all stages, marked a remarkable success. Across a span of 4 months, participating startups received invaluable mentorship from experts spanning various domains, along with engaging in insightful sessions. During UDGAM, the campus welcomed 11 finalists who presented their startups to esteemed investors. Notably, the event generated significant buzz with two standout offers: one for 50 Lacs at 15% equity and another for 20 Lacs, underscoring the program’s success and impact.
PMx, India’s largest product case study competition hosted at UDGAM, attracted 3k students from top engineering and management colleges nationwide. Alongside PMx, the Encode-AI hackathon, Dframe-design hackathon, and Equity Research Challenge all experienced significant success, contributing to the vibrant atmosphere of UDGAM.
Internfair remained a cornerstone for connecting eager minds and facilitating internships for students. This year, the event featured 70+ companies offering internships across 200+ roles, maintaining its tradition of fostering valuable opportunities for aspiring professionals.
UDGAM’24 – Lecture Series
UDGAM’24 also had a series of insightful sessions with renowned personalities like Sandeep Jain, founder of Geeks for Geeks, and Jeff Maggioncalda, CEO at Coursera were amazingly inspiring.
Besides its core entrepreneurial focus, UDGAM also celebrated the lighter side with a diverse range of entertainment. From an enchanting musical night featuring Sameer Walizada to engaging interactive sessions with the cast of TVF Cubicles, the event offered a holistic experience. UDGAM went beyond the traditional summit boundaries, nurturing the entrepreneurial spirit and bringing out the fun-loving side of every individual!
In the expansive landscape of influencer marketing, where global reach often takes the spotlight, there’s a growing recognition of the unique impact that local influencers can have. For businesses aiming to connect with their immediate communities and foster a more personal brand-consumer relationship, the search for local influencers becomes paramount. But how to find influencers in your area requires a strategic approach that goes beyond traditional methods.
This article delves into the intricacies of navigating the search for local influencers, offering insights and practical tips to help businesses identify, collaborate with, and leverage the power of influencers in their local neighborhoods.
Local influencers bring a hyperlocal connection that resonates deeply with their audience. Their content often revolves around places, events, and products that are familiar to the local community, fostering a sense of relatability that might be challenging for influencers with a broader focus.
2. Community Trust and Credibility
Local influencers are embedded in their communities, and this proximity builds trust and credibility. Their recommendations are perceived as more authentic, creating a ripple effect within the local community. This trust is an asset for businesses looking to establish a strong local presence.
3. Niche Market Understanding
Local influencers often have a nuanced understanding of niche markets within their region. This is particularly advantageous for businesses catering to specific demographics or industries. Whether it’s a local fashionista, food critic, or fitness enthusiast, influencers deeply embedded in their niches can offer targeted reach.
Strategies for Finding Local Influencers
1. Utilizing Social Media Platforms
Social media platforms are treasure troves for finding local influencers. Leverage location-based search features and hashtags on platforms like Instagram, Twitter, and TikTok. Explore local events, businesses, and community pages to discover influencers actively engaged in your area.
2. Local Content Creators and Bloggers
Beyond traditional social media influencers, consider local content creators and bloggers. These individuals often maintain blogs or websites dedicated to local happenings, businesses, and lifestyles. Engage with these content creators to tap into their local audience.
3. Collaborating with Local Businesses
Forge partnerships with local businesses and establishments. Many local influencers collaborate with businesses in their area for mutual promotion. Reach out to cafes, boutiques, and other local enterprises to inquire about influencers they may have worked with or recommend.
4. Attending Local Events
Participate in local events, gatherings, and meet-ups. These provide opportunities to meet influencers in person, understand their vibe, and explore potential collaborations. Many influencers attend and cover local events, making them excellent candidates for partnerships.
When evaluating local influencers, prioritize authenticity and alignment with your brand values. Local audiences can discern genuineness, and collaborating with influencers whose values align with your business enhances the authenticity of the partnership.
2. Engagement Metrics
While follower count is a consideration, focus on engagement metrics. Local influencers with a highly engaged audience often have a more significant impact on their community. Look for influencers who receive meaningful comments, shares, and likes on their content.
3. Content Quality
Assess the quality of the influencer’s content. High-quality visuals, compelling storytelling, and a consistent aesthetic contribute to the overall appeal of the influencer’s brand. Quality content reflects positively on your brand when shared by the influencer.
4. Geographic Relevance
Ensure that the influencer’s reach aligns with your target geographic area. While some influencers might have a broader reach, their core audience should have a significant presence in your local community.
Building Relationships with Local Influencers
1. Personalized Outreach
When reaching out to local influencers, personalize your outreach. Demonstrate that you’ve researched their content, appreciate their influence in the local community, and have a genuine interest in collaborating. Personalization fosters a positive first impression.
2. Offering Value
Approach influencer collaborations with a mindset of mutual value. Consider what unique value your brand brings to the influencer and their audience. This could be exclusive promotions, events, or insider insights that align with the influencer’s content.
3. Long-Term Partnerships
For sustained local impact, aim for long-term partnerships with influencers. Building ongoing relationships allows influencers to become genuine advocates for your brand, integrating it seamlessly into their content over time.
4. Local Events and Launches
Organize local events or product launches in collaboration with influencers. These events not only create buzz but also provide influencers with engaging content opportunities. The synergy between your brand and local influencers during such events can be powerful.
Measuring the Impact of Local Influencer Collaborations
1. Local Foot Traffic
For brick-and-mortar businesses, monitor local foot traffic during and after influencer collaborations. An increase in local visits and sales can be directly attributed to the impact of the influencer campaign.
2. Social Media Metrics
Utilize social media metrics to measure the impact of influencer collaborations. Track the reach, engagement, and impressions generated by the influencer’s content. Analyze the sentiment of comments and direct messages to gauge audience response.
3. Coupon Codes and Offers
If applicable, use unique coupon codes or offers tied to influencer collaborations. This allows you to track the conversions directly attributable to the influencer’s promotion.
4. Brand Mentions and Sentiment
Monitor brand mentions and sentiment on social media platforms. An increase in positive brand mentions within the local community indicates a successful influencer collaboration.
Legal and Ethical Considerations in Local Influencer Collaborations
1. Disclosure and Transparency
Ensure that influencers disclose their relationship with your brand transparently. Adhering to disclosure guidelines is not only ethical but also builds trust with the audience and aligns with regulatory standards.
2. Clear Collaboration Agreements
Before commencing any collaboration, establish clear agreements outlining expectations, compensation, and usage rights. Clarity in collaboration agreements helps avoid misunderstandings and ensures a smooth partnership.
Conclusion: The Power of Local Influence
As businesses strive to connect with their communities in a more authentic and meaningful way, the search for local influencers emerges as a strategic imperative. Local influencers bring a unique blend of authenticity, community trust, and niche understanding that can significantly impact brand perception within the local landscape.
By navigating the search for local influencers strategically, businesses can tap into the power of local influence, fostering connections that go beyond transactions and contribute to the vibrant tapestry of their local communities.
For many years, agriculture has been the lifeblood of India’s economy, and the country has reaped substantial rewards from this sector. Various creative solutions have embedded themselves in this area, which is currently undergoing technological advancement. The ever-increasing population and the steady loss of farmable land make these sorts of improvements vital. An exclusive interview with Dhanashree Mandhani, Founder & CEO of Salam Kisan, was conducted by StartupTalky to provide a comprehensive overview of the technological advancements taking place in the country’s agricultural industry.
What are the future developments in technology that will drive the Indian agriculture sector?
Ms. Dhanashree: The agricultural sector is currently experiencing a transformative shift, driven by the integration of advanced technologies aimed at enhancing sustainability and revolutionizing traditional farming methods. This encompasses a broad spectrum of digitalization and automation processes, including artificial intelligence (AI), robotics, big data, the Internet of Things (IoT), and virtual and augmented reality.
At the forefront of this digital revolution is agritech, which is rapidly gaining prominence and catalyzing significant advancements across various facets of agriculture. Technological innovations are elevating agricultural activities, leading to substantial improvements in efficiency and productivity. Notably, mechanization has streamlined crucial processes like tilling and harvesting, resulting in a significant reduction in manual labor.
Furthermore, the adoption of technology is reshaping irrigation methods and revolutionizing transportation systems within the agricultural landscape. From the implementation of precision irrigation techniques to the enhancement of transportation logistics, these advancements are collectively contributing to increased productivity, improved resource efficiency, and overall sustainability in the agricultural sector.
Looking specifically at the Indian context, these transformative developments hold the potential to revolutionize the country’s agriculture, making it more sustainable, productive, and resilient in the face of existing challenges. However, the successful implementation of these technologies necessitates collaborative efforts among government bodies, private enterprises, and farmers. Additionally, addressing infrastructure and connectivity challenges in rural areas is crucial for ensuring the widespread adoption and effectiveness of these advancements. Through concerted efforts and strategic partnerships, the agricultural industry in India can undergo a comprehensive and positive transformation, aligning with global trends in smart and sustainable farming practices.
Will the agribusiness sector also be impacted by the rising popularity of robotics?
Ms. Dhanashree: As robotics gains traction, the Indian agribusiness industry is positioned for a technological revolution. Robotics has the potential to completely transform the agricultural industry by providing accuracy and efficiency to a wide range of activities. Robotics adoption offers the potential to significantly improve productivity, reduce labor costs, and ensure operational precision for agribusinesses in a nation where agriculture is the backbone of the economy.
However, an elaborate plan is needed for the effective integration of robotics in agribusiness. It is necessary to take into account factors like the initial investment cost, the requirement for specialized training, and the smooth integration with current systems. To match these technological developments with the unique requirements and difficulties faced by the Indian agribusiness community, cooperation between technology providers and the agricultural sector stakeholders is essential.
What are the major challenges while embedding tech into agri sector?
Ms. Dhanashree: While using technology in farming has many advantages, it also comes with challenges. Some farmers, especially those who follow traditional methods, may be hesitant to use new technologies. This resistance can be due to cultural and generational factors, as some farmers might not be familiar with or unsure about the benefits that technology can bring to their farming.
To overcome these challenges, we need a comprehensive approach. This includes building better infrastructure, like internet access and electricity so that farmers can use technology more easily. Educational programs can help farmers understand how to use these new tools effectively. Ensuring the security of their data is also important to gain their trust. Financial support can assist farmers in affording the initial costs of adopting technology. Lastly, clear and effective communication is key to building trust and encouraging more farmers to embrace technology in their farming practices.
a. Accessibility and Affordability: One of the primary challenges is ensuring that small and marginal farmers, who constitute a significant portion of India’s farming community, have access to these technologies. Affordability and user-friendly interfaces are crucial factors to consider.
b. Infrastructure: The digital divide and inadequate rural infrastructure, including power supply and internet connectivity, pose significant challenges. Bridging this gap is essential to enable the seamless integration of technology into farming practices.
c. Education and Awareness: Familiarity with and understanding of modern technologies are not uniform across all segments of the farming community. Educational programs and awareness campaigns are vital to facilitate the adoption of these technologies.
d. Data Security and Privacy: With the increasing reliance on data-driven technologies, ensuring the security and privacy of farmer data is paramount. Clear policies and robust cybersecurity measures need to be in place.
e. Regulatory Frameworks: Developing supportive and adaptive regulatory frameworks is essential. This includes policies that encourage innovation, address concerns related to genetically modified organisms (GMOs), and streamline the approval process for new technologies.
Considering the Indian agricultural landscape, characterized by its diversity in crops, climates, and farming practices, any technological solution must be versatile and customizable to suit the varied needs of farmers across different regions. Collaborative efforts between the government, private sector, and research institutions are instrumental in overcoming these challenges and driving a technology-led agricultural transformation in India.
Govt is strongly pushing tech into agri sector to increase productivity and quality. How is this step being taken by the key players and how this will change the face of agri industry?
A revolution in the agricultural sector has been driven by the government’s push for technology integration in agriculture. To increase productivity and assure the quality of agricultural produce, significant companies are responding by making advances in cutting-edge technology like artificial intelligence (AI), the Internet of Things (IoT), and robotics. An innovative ecosystem is being built by a rising number of collaborations with technology-related businesses and educational institutions.
This deliberate push to adopt technology in the Indian setting is likely to bring about a significant change in the agriculture sector. It could improve supply chain management, reduce waste, make agricultural practices more sustainable, and enhance farmers’ quality of living. The agri industry in India is evolving into a tech-enabled landscape, where data-driven decision-making and precision agriculture are becoming integral to the farming ecosystem.
What is your take on drone technology and what further upgrades are required in this?
Drone technology has been a game-changer in Indian agriculture, providing farmers with real-time data that helps them make educated decisions. Drones have become crucial for precision agriculture, pest management, and crop monitoring; this is especially true in India, where there is a wide variety of methods used in agriculture.
Ongoing improvements are necessary to maximize the impact of drone technology in Indian agriculture. Technological developments in sensors are essential for more precise data collection, longer battery life for longer operation, and better automation features. Ensuring accessibility and addressing regulations would be crucial to strengthening the advantages of drone technology in the Indian agriculture industry, especially for small and marginal farmers.
Rising energy demands, environmental concerns, and the desire to spearhead the battle against climate change have propelled India to the forefront of the worldwide movement towards sustainable energy solutions in recent years. A complete restructuring of the country’s energy industry is required due to the astronomical growth in energy consumption caused by the country’s rapidly expanding economy and population.
To provide its citizens with sustainable, economical, and dependable electricity, India’s power sector has experienced a tremendous upheaval. Improving power-producing capacity, increasing access to electricity, boosting renewable energy, and implementing creative regulations have all seen tremendous progress in the past nine years. Inspiring accomplishments and game-changing ideas have taken India’s electricity sector to the next level.
According to a report published by PIB, there has been widespread acclaim for India’s efforts to reduce its environmental impact. Over the last nine years, India has increased its generation capacity by more than 175 GW, turning it into a power surplus nation. This achievement would not have been possible without the nation’s dedication to renewable energy. The exponential increase in India’s solar and wind power capacity has solidified the country’s status as a frontrunner in the renewable energy sector. With 43% of its total installed power capacity derived from non-fossil sources, India now ranks fourth globally for Renewable Energy Installed Capacity.
The government of India has been actively promoting renewable energy for daily use owing to its plan to cut down exports of fossil fuel. In a recently concluded COP 28 Summit in Dubai, in the fight against climate change, India is at the forefront of international efforts. In addition to achieving its goals as outlined in the Paris Agreement, it has also served as an inspiration to many. Despite accounting for just a small fraction of global emissions, this nation—which is home to 17% of the world’s population—is making great strides towards meeting its revised NDCs. As it wrapped up its G20 Presidency, India committed to an ambitious goal and adopted a development path that was better for the environment and the planet. It also played an important role in moving the G20 statement on climate change forward. Notably, by placing equal emphasis on energy security and emission-reduction goals, the nation has demonstrated to the rest of the globe how to strike a balance between economic growth and sustainability.
Leading Countries in Installed Renewable Energy Capacity Worldwide in 2022
Rolling Down of Schemes to Promote Solar Energy Consumption
One factor propelling India’s transition has been its dedication to power generation and electrifying all of its citizens. With the completion of its goal of providing electricity to every home in the nation, the Pradhan Mantri Sahaj Bijli Har Ghar Yojana (SAUBHAGYA) program has become an imposing emblem of triumph. From September 25, 2017, to now, 2.86 crore households in urban and rural areas have been connected to the power grid through this ambitious program. This increase in access is the quickest in power history, according to the International Energy Agency (IEA). Both urban and rural areas now have much more power available; metropolitan areas now have nearly 24 hours of power available, while rural areas have seen an increase from 12 hours per day in 2014 to 22.5 hours per day.
In 2015, the Deen Dayal Upadhyaya Gram Jyoti Yojana (DDUGJY) was started to enhance the dependability and quality of electricity supply in rural areas. On April 28, 2018, the DDUGJY program successfully electrified 18,374 villages that had not been previously electrified. This was accomplished by bolstering the distribution network and making sure that energy reached every part of rural India.
Efforts by the government to promote energy efficiency have also produced impressive outcomes. The price of purchased LED bulbs dropped about 90% from Rs. 310 in 2014 to Rs. 39.90 in 2019 under the Unnat Jyoti by Affordable LEDs for All (UJALA) program. The program has delivered more than 36.86 crore LED lights thus far. This program bolstered the “Make in India” drive by lowering electricity prices for consumers and encouraging local production of LED lights. Consequently, energy-efficient lighting solutions have become widely used in India, leading to lower energy usage and a cleaner atmosphere.
The government has launched programs such as the Restructured Distribution Sector Scheme (RDSS) to improve the effectiveness of power distribution. From FY 2020–21 to FY 2021–22, distribution losses of DISCOMs dropped from 21.5% to 16.5% thanks to the RDSS. Energy efficiency, better metering and billing systems, and a decrease in technical and commercial losses are the primary goals of these projects. Consumers can now actively control their energy consumption thanks to smart grid integration, upgraded metering infrastructure, and demand response systems, which have improved grid stability.
It is an inspiring tale of perseverance and growth that the power sector in India has undergone since 2014. India has been a global leader in many energy-related fronts, including universal electrification, increased distribution efficiency, and the quick growth of renewable energy sources. A future driven by sustainable, affordable, and reliable energy has been thrust upon the nation of India thanks to the dedication of its government and the active involvement of its stakeholders. To further develop India’s power sector and ensure a brighter, more prosperous tomorrow for all its residents, persistent investments, innovation, and collaboration will be crucial as the journey continues.
Rethinking its renewable energy goals will be a focal point of India’s energy reforms in 2023. India has set a new goal to achieve 450 GW of renewable energy capacity by 2030, building upon its earlier triumphs. With this lofty target, India solidifies its place as a world leader in the adoption of clean energy by showcasing its dedication to renewable sources such as solar, wind, and hydro.
Innovative projects like floating solar farms on bodies of water and the adoption of modern technologies for optimal efficiency are driving India’s solar business to new heights. Wind farms, both onshore and offshore, are contributing to the expansion of India’s wind energy sector by utilizing the country’s extensive coastline.
Energy storage technologies are being prioritized by India as a means to address the issues of intermittent renewable energy sources and improve the stability and dependability of the system. The government plans to invest in massive battery storage facilities in 2024 to help with energy efficiency and reduce waste. To incorporate renewable energy sources into the system without any hitches, these storage innovations are crucial.
Cutting Carbon Emissions in Transportation and Industry
Indian energy reforms aim to reduce emissions from transport and industry as a whole, not just the power sector. The government plans to implement strict emission regulations and EV incentives in the future. The shift to cleaner transportation is being expedited by the Indian government’s incentives for manufacturing EVs and creating charging infrastructure, which coincides with the vehicle industry’s transition towards EVs.
Sustainable manufacturing techniques and energy efficiency measures are gaining traction in the business world. In addition to lowering carbon emissions, these changes boost operational efficiency and make the company more competitive.
India is committed to building a sustainable and prosperous future, and its energy reforms in 2023 are a reflection of that. India is moving forward with its energy transformation in a big way because of its ambitious renewable energy targets, adoption of energy storage, promotion of green hydrogen, and encouragement of cleaner transportation and industry.
An example for other countries to follow in their pursuit of a more environmentally friendly and sustainable future, India’s determination to drive development through revolutionary energy reforms is being observed by the entire globe.
In 2022, the Indian confectionery market was worth INR 338.2 billion. By 2028, the IMARC Group projects, the market will have grown to a value of INR 485.9 billion, a compound annual growth rate (CAGR) of 6.3%.
Candies, chocolates, chewing gum, and other sugary foods are all included in the broad category of confectionery. They are widely consumed as treats or snacks throughout the world. Products in the confectionery industry range from the hands of independent candy makers to those of multinational conglomerates. They can be bought in most grocery stores, corner shops, department stores, and even online.
Increasing consumer preference for sugary snacks and treats as a form of indulgence and comfort food is the primary factor propelling the market in India. Consistent with this trend, the gifting of confectionary items for holidays and other special occasions is becoming increasingly common. In addition, conventional and unusual flavors alike are contributing to the market’s growth thanks to the abundance of options available to consumers. Sales are being boosted throughout the country by the growing confectionery industry and the fact that sweets may be a very inexpensive and easily accessible luxury item. In addition, the proliferation of eCommerce and online stores offering confectionery products is driving growth.
In addition, the introduction of numerous novel confectionery goods is anticipated to contribute to the expansion of the market. High-profit margins in the confectionery business are expected to encourage product innovation and the development of new product lines, which in turn is expected to fuel market growth. In addition to rising consumer disposable incomes, innovations such as sugar-free and reduced-sugar confectionery products, the availability of kosher and halal-certified confectionery products, the development of premium and high-end confectionery products, and the widespread availability of seasonal and limited-edition confectionery products are also contributing to the market’s expansion.
To explore this ever-growing market and give Indians a real taste of the Russian confectionary world, Alex Sweets is all geared up to enter the country with its wide range of products. The company claims that it is one of the leading exporters of confectionery in the South of Russia. With a focus on producing sweets from natural ingredients such as cereals, nuts, seeds, fruits, and berries, its top range brands are multigrain candies RendiTM, glazed peanuts AlexMikaTM, and a number of fruit bars. To give a broader view of the company’s expansion plans to India, Mikhail Rakhim, Head of Sales, Alex Sweets had an exclusive interaction with StartupTalky.
How do you envisage your future business operations in India?
Mr. Mikhail: The Alex Group Ltd. confectionery factory is among the largest in southern Russia. The majority of our revenue also comes from overseas. More than 20 nations receive regular shipments of our wares. Our confections have long enjoyed widespread acclaim in the CIS republics. We also exported to Southeast Asian countries like China, South Korea, and Vietnam, as well as to the Middle Eastern markets of Iran and Iraq. We see great potential for mutually beneficial cooperation and increasing confectionery markets as Russia has just this year entered the top three of India’s trade partners.
What made you turn to India to expand your business nexus?
Mr. Mikhail: The multipolar nature of the world and the contemporary political agenda have no bearing on us. We’ve been increasing production every year. And maintain an optimistic outlook on expanding business ties with the East. The commercial potential in India’s market is enormous. It is one of the world’s fastest-growing economies and represents a sizable sales market that Russian vendors have yet to fully tap. After penetrating the nearby markets of Iran, Afghanistan, and China, we thought it would be a good idea to broaden our distribution to include India. We think it’s likely due to rising demand for imported items, as well as an expanding middle class with more disposable income. Therefore, we want to gradually penetrate its market, initially focusing on large cities, shops, and supermarkets in India. We also have the support of our primary exclusive distributors.
Being able to capture the Russian palate, do you think the same response you will receive in India too?
Mr. Mikhail: The people of the Middle East and Central Asia share a lot of similarities with Westerners in terms of their taste preferences, and both regions have long-standing customs of enjoying hot beverages like tea or coffee with sweets. We believe there would be a market for our products in India due to the country’s long history of enjoying flour confectionary items.
Please elaborate on your business plan in India and how you are looking to scale up the operations after setting the tone.
Mr. Mikhail: Our goals are lofty and determined. Our long-term goal is to have a strong wholesale and retail presence in the five major cities of India (Mumbai, Delhi, Bangalore, Chennai, and Hyderabad). Naturally, we wish for AlexSweets and our flagship brand Rendi to become household names in India.
Since you are dealing with confectionary products that normally have less shelf life, how you are going to manage your inventory in India while maintaining high product quality?
Mr. Mikhail: We keep the health of our customers in mind at all times during the confectionary production process. That’s why we take care to source only the finest materials for our goods. Maintaining the efficacy of the products we utilize is crucial to the success of our business. That’s why all of our goods have a one-year shelf life. We’re attempting to get on board with the current trend towards healthier lifestyles. We are confident that our items will be successfully and opportunely implemented thanks to our well-established competent plan, solid logistics, and effective marketing.
What are the major challenges that you need to overcome before venturing into this vast and diverse market?
Mr. Mikhail: Of course, expanding into new markets presents its own set of difficulties. To obtain our items on store shelves, we must first go through the registration and certification process. The high prices in India are a problem because of the high import taxes. And we need to do the proper maths so that the final pricing is reasonable, competitive, and within the people’s price range. Logistics and banking provide a significant obstacle as well. Because of the difficulties, constraints, and sanctions that the global economy has imposed on our country recently, we are also looking into how to conduct business with Indian rupees. We are also keeping an eye on the progress of an Indian equivalent to SWIFT. Fixing the issue of inconsistent brand recognition is also crucial. To win the favor of Indian consumers, we must develop the best plan of action for marketing to them.
What are your bestsellers, and do you think that these will remain bestsellers in India as well?
Mr. Mikhail: “RENDI” TM multigrain candy is our most popular product. We anticipate its success in India as well. Wheat and grain-based candies are extremely popular. After traveling over India, we came to this conclusion. The combination of our multigrain flakes (oats, wheat, corn) and premium confectionery icing has the potential to be a delicious and nutritious replacement for other types of desserts. Natural fruit bars “PastiLove” TM, “PastiLife” TM, and “Pasti-Slasti” TM are also big sellers for us. This delicious and healthy energy, vitamin, and trace element supply does wonders for the immune system and the mood.
Are you planning to tweak some of your products as per the Indian taste or do you want to market them in their original form?
Mr. Mikhail: Very positive feedback was received from Indian consumers who participated in the “Made in Russia” International Business Mission’s sampling and degustation events. The candy we made was well received by consumers. That’s why we’re working to perfect the flavor of our products. We anticipate its success in India because Russia is already recognized internationally as a leading provider of both agricultural exports and organic pure products. Our company’s mission is to share the authentic flavor of Russian pastries made with only the finest all-natural ingredients with the local community.
Logistics is going to be a major concern how are you planning to tackle this issue?
Mr. Mikhail: We have a major problem on our hands right now, and it has to do with logistics. The lack of a shared border with India is by far the biggest drawback. Therefore, the logistics are time-consuming and expensive in contrast to, say, Russian-Chinese trade. New International North-South Transport Corridor through Iran and more conventional cargoes via the Novorossiysk port on the Black Sea are both being investigated, however. This will facilitate more efficient and profitable business between our countries and save time and money in the process.
Are you planning to partner with some Indian company to simplify your business operations?
Mr. Mikhail: We understand that India is a very big country and its regions differ greatly from each other in cultural and business ways. That’s why we are interested in cooperation with several distributors. Yes, we need a strong reliable partner with importing and exporting experience in India who knows the local market features and who will provide us with the first steps in India. We are searching for a successful experienced confectionery importer who has access to wholesale and retail distribution channels in India.
Rishita Jain
