In a unified declaration, Adobe and Figma disclosed the abandonment of their planned merger, attributing it to formidable obstacles encountered while seeking regulatory approvals from both the European Commission and the UK Competition and Markets Authority. This unexpected turn of events signifies the conclusion of a challenging fifteen-month regulatory review process for Adobe’s ambitious $20 billion bid to acquire Figma, a renowned design entity. The official termination of this acquisition, acknowledged by Figma’s Co-founder and CEO Dylan Field on December 18th, 2023, carries extensive implications for the design software landscape.
Established in 2012 by Evan Wallace and Dylan Field, Figma stands out as a highly efficient collaborative design tool with an expandable developer ecosystem. Known for its user-friendly interface and an array of essential design tools for developers, Figma facilitates seamless collaboration for remote teams.
The platform is versatile, running on any computer and enabling users to collaborate effortlessly across different operating systems, including PC, Mac, and Windows. Its browser-based interface resembles real-time collaboration in Google Docs, complete with clickable avatars that illuminate ongoing contributions by team members. This feature serves to prevent design discrepancies and ensures that teams stay synchronized both figuratively and literally.
Figma witnessed a substantial surge in popularity during the Covid-19 pandemic, owing to the rise of remote and hybrid work models. Presently, the platform boasts over 4 million users worldwide. Prior to the acquisition bid, Figma successfully secured nearly $333 million in funding from various investors, including noteworthy names like Index Ventures, Founders Fund, Andreessen Horowitz, and Fuel Capital.
In its last funding round, led by Durable Capital Partners, Figma achieved a valuation of $10 billion—a valuation notably lower than the $20 billion offered by Adobe in their acquisition proposal. Adobe’s pursuit of Figma can be attributed to a slowdown in the growth of its core business, compounded by the saturation of the market with new generations of design tools. Recognizing Figma as an up-and-coming player, Adobe aimed to tap into new avenues for growth through the acquisition.
Notably, Adobe XD, Adobe’s existing design product, has struggled to match Figma’s popularity. Adobe’s comparatively limited investment in the development of Adobe XD, in contrast to their other tools, underscored the need for a strategic move. Figma’s collaborative design tools for UI/UX offer a more shareable experience, addressing a specific area where Adobe currently falls short. The proposed acquisition thus aimed to bridge this gap in Adobe’s product portfolio and leverage Figma’s success in the rapidly evolving landscape of design software.
Regulatory Hurdles and Antitrust Concerns
The honeymoon phase was abruptly cut short as regulators in the UK and EU raised red flags over concerns of market dominance and potential stifling of innovation. The prospect of Adobe, an industry giant, absorbing the nimble Figma sparked antitrust concerns, particularly regarding the impact on competition and consumer choice.
Adobe is set to pay a termination fee amounting to $1 billion to Figma, a San Francisco-based company that has significantly expanded its workforce from 800 to 1300 employees over the past year. According to reports by Rauters, Figma anticipates a robust annual recurring revenue growth of 40%, reaching over $600 million this year. Notably, the company has maintained a positive cash flow, a key metric valued by potential IPO investors.
The concerns raised by Britain’s Competition and Markets Authority (CMA) last month emphasized the potential harm to innovation in software widely utilized by the majority of UK digital designers. Parallel concerns were echoed by the European Union regarding the possible decrease in competition within the industry.
The deal was bound to attract regulatory scrutiny given its substantial size and the consequential removal of one of Adobe’s major competitors from the market. Throughout the better part of 2023, the U.S. Department of Justice (DOJ) closely monitored the transaction but had not formally filed any lawsuit to impede its progress. Recent reports revealed that both Adobe and Figma engaged in discussions with the DOJ in a final attempt to prevent legal action before the weekend.
Data Highlights Market Dynamics
A study by the UK Competition and Markets Authority (CMA) shed light on Adobe’s dominant position, holding a staggering 70% share in the graphic design software market and an 85% share in the UX/UI design software market. Figma, with a 48% share in the latter, was perceived as a rising force that the CMA feared would be extinguished by the proposed merger.
In response to the regulatory hurdles, Shantanu Narayen, CEO of Adobe, expressed the companies’ strong disagreement with the recent regulatory findings. However, he emphasized the decision to move forward independently, stating, “Adobe and Figma shared a vision to jointly redefine the future of creativity and productivity.” Narayen added that both companies remain well positioned to capitalize on their substantial market opportunities and continue their mission to change the world through personalized digital experiences.
Figma’s rapid ascent, especially among web and mobile app designers, posed a direct threat to Adobe’s established market presence. Regulators worried that the merger could eliminate Figma’s independent drive, leading to adverse consequences such as price hikes, reduced options for consumers, and a negative impact on the broader design ecosystem.
Market Reaction and Future Prospects
As Adobe shares experienced a marginal increase in response to the termination news, the market is now closely watching how both companies will navigate their paths independently. Adobe, a heavyweight in the creative suite domain, faces the challenge of evolving to meet the needs of the next generation of designers. On the other hand, Figma, a rising star in design software, must chart its course for continued growth under heightened regulatory scrutiny.
A Broader Implication for Tech Mergers
Beyond the specific companies involved, this saga reflects a global wariness towards mega-mergers, particularly in the tech sector where healthy competition fuels innovation. The Adobe-Figma case underscores the increasing role of regulators in safeguarding fair competition and consumer welfare in the dynamic realm of software.
The Road Ahead for Adobe and Figma
The termination of the acquisition deal leaves both Adobe and Figma at a crossroads. Adobe now faces the challenge of charting a new course to attract the next generation of designers, while Figma must navigate its continued independent growth under heightened scrutiny.
Dylan Field emphasized the commitment to independence, stating, While we leave that future behind and continue on as an independent company, we are excited to find ways to partner for our users.
Shantanu Narayen’s statement underscores Adobe’s commitment to its “massive market opportunity” and the overarching goal of transforming the world through personalized digital experiences. While the merger may have faltered, both companies express confidence in their ability to pursue their respective missions independently.
The Future of Design Software: Collaboration or Consolidation?
The demise of the Adobe-Figma deal raises questions about the future of design software. Will the industry witness increased collaboration between established players and nimble startups, or will consolidation remain the dominant narrative? Only time will reveal the trajectory of the design software landscape.
The echoes of this abandoned acquisition will reverberate for years, serving as both a cautionary tale for future mergers and a rallying call for a diverse and dynamic design ecosystem where innovation can flourish. As the industry grapples with the aftermath, the design software landscape has been permanently altered, shaping the narrative of collaboration, competition, and consumer choice.
India holds a dominant position in the global whisky market, representing nearly half of its share. Surpassing France, India has emerged as the largest consumer of Scotch whisky globally. Noteworthy is the fact that seven out of the top ten whisky brands globally, in terms of volume, originate from India, including well-known names like Officer’s Choice, Royal Stag, and McDowell’s, enjoying substantial popularity domestically. Alongside these, established international labels such as Glenlivet and Talisker compete for shelf space with local contenders like Indri, Amrut, and Radico Khaitan’s Rampur.
Despite the prevalence of affordable molasses-based spirits referred to as “whisky” locally, the focus shifts to the remarkable growth and recognition of Indian single malts. These premium offerings, produced with local barley, distilled, and matured within the country, have made significant strides in the global market, garnering praise from a widening circle of whisky connoisseurs.
Vinod Giri, Director General of the Confederation of Indian Alcoholic Beverage Companies, notes a significant shift wherein Indian malt whiskies now command nearly half of the market share for premium single malt whiskies in the country, poised to surpass competitors in the coming year. Globally renowned, Indian whiskies consistently receive acclaim as some of the world’s finest spirits, with malt whiskies being exported to over 60 countries within a relatively short timeframe.
The evolution of Indian whiskies, often overlooked globally, has been noteworthy in recent decades. Initially overshadowed by Western counterparts, Indian whiskies have gained international recognition for their innovative approaches and exceptional craftsmanship. The roots of Indian whisky production trace back to the colonial era when British distillation techniques were introduced to the Indian subcontinent. Distilleries established in the mid-19th century, such as Mohan Meakin founded in 1855, played a pivotal role in shaping the trajectory of Indian whiskey.
Indian six-rowed barley, offering a distinct flavor compared to Scottish two-rowed barley, and an accelerated maturation process in India’s warm climate, up to five times faster than in Scotland, contribute to the uniqueness of Indian whiskies. This results in a three-year-old whisky in India achieving a maturation effect equivalent to a Scotch whisky aged 9–15 years.
India’s demand for hard liquor, with spirits and ready-to-drink beverages constituting 40% of the country’s alcoholic beverage market by volume, is driven by a growing economy. India, already the fifth-largest alcohol market globally, accounted for a third of the industry’s global growth in 2021-22. Premium drink consumption, including Scottish single malts, doubled between 2020 and 2022, and India has become the largest export market for Scotch, despite a hefty 150% import duty.
Size of Whiskey Market in India From Financial Year 2015 to 2021, With an Estimate for 2025
This rising demand, coupled with import costs, has led to the emergence of Indian premium products. Pioneering distilleries, through experimentation with grains, aging techniques, and flavor profiles, are at the forefront, with the global whiskey community eagerly anticipating the next innovations from India. The surge in Indian premium whiskies spans all price categories, outpacing Scotch whiskies in growth rates.
Data from the International Wine & Spirit Research indicate that 93% of all whisky traded in India falls into the “value” segment, leaving room for the development of higher-end segments. Jason Holway, a market analyst at IWSR, attributes this growth to strong consumption and growing premiumization in India, driven by higher middle-class disposable incomes, the lifting of pandemic restrictions, and improved quality, variety, and availability in retail.
The introduction of the first Indian single malt, Amrut, in 2004 marked a significant turning point. Competitors like Paul John from Goa and Indri from Haryana have entered the scene, gaining international recognition and awards. Indian single malts, often priced higher than imported Scotch, are gaining traction globally.
Three key factors propel this boom: India’s overall economic growth, the prosperity of the educated middle class, and the increasing social acceptance of alcohol. Additionally, a growing confidence in homegrown products aligns with India’s “self-reliance” policy, restricting imported liquor sales in certain outlets. Responding to escalating demand, distilleries like Paul John plan to expand production capacity, while global giants like Diageo have entered the Indian single malt market with Godawan. As the industry gears up for heightened competition, the future of Indian whiskies appears promising. Recognizing the significance of the Indian whisky market, Holway emphasizes its crucial role in the global well-being of the whisky category.
Content marketing is a highly effective marketing strategy that involves creating and sharing invaluable, relevant, and consistent content. It can be in various formats, such as articles, videos, podcasts, and other media. The goal of content marketing is to attract, engage, and retain a clearly defined audience and ultimately drive profitable customer action.
Did you know that these days, most businesses are using content marketing as part of their overall marketing strategy? Around 73% of B2B and 70% of B2C marketers are making it a priority to create valuable content that connects with their target audience.
In today’s digital era, where everything is just a click away, the demand for engaging and informative online content has skyrocketed, especially after the onset of the COVID-19 pandemic. In response to this trend, businesses have rapidly adopted content marketing and are investing more in it than ever before.
When it comes to content marketing, knowledge truly is power, and delving into publications written by experts is the best approach to acquiring insight into this field.
Top 10 Books to Learn Content Marketing – Everybody Writes
One of the best resources for creating and disseminating the kind of content that can propel your company forward is ‘Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content.’ It is brimming with helpful guidance, real-world examples, and practical suggestions that can be used with any kind of writing. Regardless of your background—marketer, blogger, entrepreneur, or just someone trying to improve communication skills—this book provides the direction and motivation you need to produce unbelievably fantastic content.
Epic Content Marketing
Book
Epic Content Marketing
Author
Joe Pulizzi
Goodreads Rating
4.45 out of 5
Top 10 Books to Learn Content Marketing – Epic Content Marketing
Joe Pulizzi’s book ‘Epic Content Marketing‘, one of the best books to learn content marketing, is a comprehensive guide that elaborates on how to create targeted content that keeps readers engaged. The book offers valuable insights on social media engagement and search engine discoverability, along with a step-by-step approach to crafting compelling content that resonates with the audience. It is an outstanding resource for anyone looking to improve their content marketing strategy and achieve efficient results.”
Conversation Marketing
Book
Conversation Marketing: How to Be Relevant and Engage Your Customer by Speaking Human
Author
Kevin Lund
Goodreads Rating
3.17 out of 5
Top 10 Books to Learn Content Marketing – Conversation Marketing
Amidst the deluge of marketing messages flooding the digital marketplace, brands are now compelled to weave meaningful stories into their material to engage their audience and earn their admiration. The book “Conversation Marketing“, one of the top books to learn content marketing, emphasizes how important it is to devote time to listening to customers rather than merely talking to them; this increases their sense of value and involves them in the decision-making process of a business.
Hook Point
Book
Hook Point: How to Stand Out in a 3-Second World
Author
Brendan Kane
Goodreads Rating
3.46 out of 5
Top 10 Books to Learn Content Marketing – Hook Point
In today’s fast-paced world, where people’s attention spans are getting shorter by the day, the art of capturing an audience’s interest within seconds has become increasingly crucial. This literature “Hook Point“, one of the best books to learn content marketing, serves as a reminder that being able to engage an audience instantly is of utmost importance in today’s society. It is a wake-up call that emphasizes the significance of having the ability to connect with your audience immediately and keep them hooked throughout your interaction.
Content Machine
Book
Content Machine
Author
Dan Norris
Goodreads Rating
3.98 out of 5
Top 10 Books to Learn Content Marketing – Content Machine
Dan Norris, the author of “Content Machine,” reveals his winning strategy for building a successful company through content marketing without relying on advertising. In his book, Norris shares his experience of establishing a WordPress support company with a meager budget of $181.23 for advertising. He successfully turned it into an annual revenue of over AUD 1 million within two years. “Content Machine” provides a detailed guide for anyone interested in leveraging content marketing to scale their business and achieve comparable success.
F#ck Content Marketing
Book
F#ck Content Marketing
Author
Randy Frisch
Goodreads Rating
3.76 out of 5
Top 10 Books to Learn Content Marketing – F#ck Content Marketing
This book being in the top books to learn content marketing, serves as a helpful guide for those seeking to enhance demand and increase their overall revenue. It pertains to a broader audience rather than just content marketers. The author, Randy Frisch, emphasizes the importance of reassessing your content creation strategy to cater to complex customer journeys in his book.
Top 10 Books to Learn Content Marketing – The Content Fuel Framework
We are consuming more content than ever before in more ways, spaces, and forms. This implies that there is more urgency than ever for marketers, content producers, and anybody else who constantly interacts with an audience to deliver innovative material. Deziel, in ‘The Content Fuel Framework,’ one of the top content marketing books, demonstrates how to best utilize your creativity by systematizing it, making idea generation relatively simple and practically automatic
The Content Marketing Handbook
Book
The Content Marketing Handbook
Author
Robert W. Bly
Goodreads Rating
3.81 out of 5
Top 10 Books to Learn Content Marketing – The Content Marketing Handbook
The manual serves as a comprehensive reference that teaches you every aspect of content marketing – A to Z, starting from the fundamentals to the most intricate and well-crafted tactics. It will help you improve your ability to create material that attracts attention, is extensively read, and eliminates the problem of “content pollution.”
Marketing 4.0
Book
Marketing 4.0
Author
Phillip Kotler
Goodreads Rating
–
Top 10 Books to Learn Content Marketing – Marketing 4.0
This is a must-read for new-world marketers in light of the shifting landscape towards digital techniques and a shift away from conventional approaches. With the advent of the internet, customers are far more concerned with the quality of products and firms before doing business. Marketing 4.0, one of the best books to learn content marketing, demonstrates how to leverage this new trend and utilize it to your advantage to connect more successfully with the forthcoming audience.
All Marketers Are Liars
Book
All Marketers Are Liars
Author
Seth Godin
Goodreads Rating
3.88 out of 5
Top 10 Books to Learn Content Marketing – All Marketers Are Liars
All Marketers Are Liars is one of the top content marketing books. In his insightful analysis, Seth Gordon sheds light on the current landscape of marketing. He emphasizes that the traditional approach of creating unforgettable commercial jingles is now more practical than it once was. Instead, Godin underscores the importance of forging genuine customer connections through engaging storytelling. He explains how, in today’s world, marketing is less about pushing products and services onto people and more about creating meaningful narratives that resonate with audiences and inspire them to share with others.
Conclusion
As we arrive at the close of our literary analysis, it’s clear that the right books can act as a guiding light. Within their pages, there are ample opportunities to captivate your audience and challenge the status quo of the industry. All you have to do is choose.
FAQs
What is content marketing?
Content marketing is a highly effective marketing strategy that involves creating and sharing invaluable, relevant, and consistent content. It can be in various formats, such as articles, videos, podcasts, and other media.
What is the goal of content marketing?
The goal of content marketing is to attract, engage, and retain a clearly defined audience and ultimately drive profitable customer action.
Which is the best book to learn content marketing?
Some of the best books to learn content marketing are as follows:
Versace, a renowned international fashion design firm and a symbol of Italian luxury, was founded in Milan in 1978. Gianni Versace started with a clothing line dedicated to women’s wear. This line was characterized by the boldness that no other brand had dared to pursue. With a commitment to exquisite tailoring, ornate craftsmanship, and opulent materials, Versace truly represents the height of fashion and luxury.
Versace’s heritage is deeply rooted in its use of Medusa as a symbol, representing robust and fearless designs that captivate a modern, global audience. With Medusa’s mythological power to make people fall in love and never turn back, the brand continues to solidify its place in contemporary culture. By embracing Medusa, Versace has created a timeless legacy, inspiring generations with its bold, daring approach to fashion. This has been proven with its global revenue of approximately 1.1 billion US dollars in the fiscal year ending April 1st, 2023, as per reports from Statista.
During the 1980s and 1990s, the brand gained immense popularity by creating stunning outfits for some of the most prominent names in the American film industry. These included Lady Gaga, Elton John, and Jennifer Lopez.
Versace, a prominent brand in the retail industry, is renowned for embodying glamour and sophistication. Its appeal transcends age groups and lifestyles, capturing the essence of the “Carpe Diems” aged 18-30 who embrace dynamic trends regularly. Additionally, Versace designs pieces tailored for millennials, particularly women aged from their early 20s to their mid-40s. Beyond these demographics, the brand’s primary target market comprises urban high-end consumers, celebrities, influencers, and passionate fashion enthusiasts.
Versace Revenue From 2019 to 2023
Versace – Marketing Mix
The marketing mix of Versace refers to the 4Ps of Marketing- Product, Price, Place, and Promotion which encompasses the key elements that it uses to promote and sell products to its audience.
Product
Versace is a retailer of high-end goods and an exclusive collection as a whole. To preserve its entire brand image, the organization makes sure that unique styles and designs are provided. The product line includes articles for youngsters, adults, and men and women alike. It consists of high-end clothing, furnishings, accessories, and fragrances.
Price
Versace targets individuals with a taste for the finer things in life – those who appreciate innovation and luxury. It uses the premium pricing strategy, which means that the prices are set to be high from the point of initial release itself. This approach is justified by the exceptional quality and unique features offered, differentiating Versace from its competitors and reinforcing its commitment to delivering exclusive and premium experiences.
Place
Versace is a global brand that illuminates its presence in several countries. To effectively sustain its commercial footprint, Versace oversees sales operations through its dedicated retail, distribution, and sales departments.
The company has several tie-ups that help it sell and market its products via its outlets. Meticulously crafted, Versace’s physical stores mirror the brand’s aesthetic, creating a lavish atmosphere for shoppers. The brand also extends its reach through an official website, offering distribution and purchasing services in countries where dedicated outlets may not be present.
Promotion
Versace doesn’t miss a single detail when it comes to capturing the essence of luxury. From their striking Medusa logo to the custom-designed extravagant pieces reserved for celebrities, every bold choice leaves a memorable mark on its audience. Moreover, Versace leverages social media platforms like YouTube, Instagram, and Facebook to actively promote and enhance its image in the digital landscape.
In the highly competitive landscape of luxury fashion, Versace utilizes a diverse range of marketing strategies to uphold its iconic status and establish meaningful connections with its target audience.
Positioning and Brand Identity
Versace’s primary marketing approach is its consistent and cohesive brand identification. The company has concentrated on establishing itself as the epitome of elegance and excellence. This positioning stems from its commitment to producing exquisite products for the elite. Every detail of the Versace brand, from its logo to its product lines, exudes a sense of elegance and excellence that has become synonymous with the brand.
Revolutionary Collection
Pioneering in fashion, Versace has established its place as one of the globe’s most iconic brands. All of Gianni’s designs were inspired by his love of art and his desire to create fashion that was both beautiful and unique. These designs have been the brand’s hallmark since the very beginning and have maintained the core structure of bold, distinctive designs to make a statement. Continuing this legacy, Versace unveils new collections and limited-edition items, sparking desire among its audience. These collections are also presented in fashion shows, unveiling the groundbreaking talent and showcasing Versace’s ability to be a trendsetter.
Celebrity Connections
Versace has a long, splendid history of associating itself with iconic names like Lady Gaga, Beyonce, Madonna, and even the Princess of Wales. Even today, Versace continues to partner with contemporary celebrities and musicians like Dua Lipa, Gigi Hadid, and Justin Timberlake. It even collaborated with Cher to launch the “Cher X Versace For Pride” collection in 2022. These partnerships not only maintain the brand’s relevance but also amplify its appeal to the upcoming generations, ensuring that Versace remains synonymous with celebrity allure across eras.
Lady Gaga for Versace
Digital and Social Media Marketing
With the current world turning more digital at every step, Versace has also developed its social media marketing strategy to remain at the top of its game and continue to reach a vast audience.
First, let’s have a look at the official website of the brand. Versace’s website is a visually stunning showcase of the brand’s products, lifestyle, and history. It offers a wide range of pictures, videos, and articles that provide users with a comprehensive look into the brand.
The company has also established a notable presence on Instagram, with over 30 million followers and 5.3 million on X. Versace uses these platforms to present its most recent collections, as well as behind-the-scenes looks at the idea and creation process and celebrity partnerships.
In August of this year, Versace deleted all posts from its Instagram handle and declared that it will be releasing its fall collection on a new and fresh slate. Through its various social media tactics, Versace has managed to create a buzz and build a loyal fan base constantly.
A Screenshot from the Versace Website
Events and Sponsorships
Versace supports and takes part in several high-profile events, such as art exhibitions, film festivals, and award ceremonies. Its principal attractions are its fashion shows, which are renowned occasions on the fashion calendar. Exclusive events are also held by the brand to introduce new products or to mark the opening of a new flagship store in any global location.
Corporate Social Responsibility
Versace has incorporated sustainability into its key development strategies over the last ten years. They have improved their purchasing practices to be more ethical and ecologically conscious while also minimizing waste production, water use, and carbon footprint.
The brand has initiated campaigns to raise awareness and money for significant causes, worked on charitable initiatives, and supported several nonprofit organizations. By creating an overall favorable impact, this strategy has enabled them to connect with socially conscious customers.
Versace- Marketing Campaigns
The “Fendi x Versace” Campaign
The collaboration between Fendi and Versace became a highly anticipated and talked-about event. This partnership of the two most influential fashion giants created a collection that brilliantly showcased the dynamic fusion of Versace’s bold glamour and Fendi’s refined craftsmanship, resulting in an iconic and groundbreaking fashion collaboration.
The “Versus Versace” Campaign
In the “Versus Versace” campaign, there was a notable shift toward targeting a younger and more diverse audience. This strategic move involved featuring a fresh generation of models and influencers, effectively revitalizing the brand’s image. While embracing modernity, the campaign remained true to Versace’s fundamental values of daring design and individuality.
Versus Versace Fall Winter 2018 Advertising Campaign
Versace’s Super-Family Campaign
Versace’s Super-Family campaign placed a spotlight on the tight-knit community established by Gianni Versace around his brand. This campaign not only featured iconic 90’s supermodels such as Cindy Crawford, Naomi Campbell, and Claudia Schiffer but also introduced emerging talents like Kaia Gerber and Gigi Hadid, alongside Donatella Versace’s influential presence. The campaign celebrated a multigenerational representation of the Versace legacy, showcasing continuity and evolution within the brand’s storied history.
Conclusion
Versace’s brilliant marketing strategies have propelled it to the forefront of elegance in the fashion industry. With its zeal for constant innovation, it has established a permanent position despite the existence of dynamic trends. Versace’s journey over the past four decades highlights its commitment to its roots while also evolving to stay relevant in the current generation.
FAQs
When was Versace founded?
Versace, a symbol of Italian luxury, was founded in Milan in 1978. Gianni Versace started with a clothing line dedicated to women’s wear.
What is the pricing strategy of Versace?
Versace targets individuals who appreciate innovation and luxury. It uses the premium pricing strategy, which means that the prices are set to be high from the point of initial release itself.
What is the target audience of Versace?
Versace targets customers aged 18-30 who embrace dynamic trends regularly. It designs pieces tailored for millennials, particularly women aged from their early 20s to their mid-40s. The brand’s primary target market also comprises urban high-end consumers, celebrities, influencers, and passionate fashion enthusiasts.
Seeing may be believing, but not so in the cyberworld.
If you think deepfake is an issue that affects only celebrities like Alia Bhatt and Rashmika Mandanna, it’s time for a rethink. Deepfake is being used to target commoners as well.
Deepfake is a human impersonation of voice, images, or videos carried out through artificial intelligence. Already, several cases have surfaced where common citizens have been duped using fake videos and phone calls.
Take the instance of an ex-Coal India executive in Kerela who was cheated off 40,000 INR when his ‘deepfake’ ex-colleague requested money over a WhatsApp video call. Similarly, a senior citizen was being extorted money by using the face and voice of a retired UP police officer.
Not just common citizens, around 91% of US companies found deepfake to be a rising threat. A survey carried out by global cyber security solutions firm Regula found almost 37% of companies worldwide were affected by deepfake voice frauds, while 29% fell victim to deepfake videos.
Saurabh Lal, President of Customer Engagement and Cyber Research, CYFIRMA, feels this is just “the tip of an iceberg,” and there is a lot more going on in the cyber world as far as stolen identities are concerned.
StartupTalky takes a deep dive into the deepfake issue and sees if any probable solutions are in sight.
The rising number of internet users in India has meant a proportional rise in cyber crimes in India.
Data released by the National Crimes Records Bureau earlier this week showed a 24% rise in cyber crimes in India in 2022 over the previous year.
Bangalore-based digital threat-identifying company Cloudsek shares some astounding statistics: Between July 2023 and September 2023, 40,000 people were duped to the tune of 37 lakh INR, which flowed into the accounts of cybercriminals.
Cyber crimes have assumed various forms, with hacking and defacing Indian websites becoming common practices, in addition to leaking sensitive data.
Last year, in a reply to the Rajya Sabha, Minister of Information and Technology Rajeev Chandrasekhar said five servers and approximately 1.3 terabytes of data were affected when hackers infiltrated the All India Institute of Medical Sciences a year ago.
“It’s a very globally connected economy. We Indians are very well poised in terms of the young population, the population that is connected, the population that is internet savvy, English literate, and the IT back office of the world. We are the largest pharmaceutical manufacturer in the world. In such a scenario, various forces are trying to derail us,” said Lal from Cyfirma.
Earlier this year, in June, a group of Indonesian hackers were said to have defaced several Indian websites. Israeli cyber security firm Radware’s H1 2023 Threat Report claimed that hacktivist campaigns against India have been on the rise in the first half of 2023.
It’s not surprising then that Coudsek names India as the most targeted country by hacktivists or hacker activists.
Deepfake is soon becoming another potent weapon in the arsenal of cybercriminals and one that cannot be taken lightly.
Number of Cyber Crimes Reported Across India From 2012 to 2022
A deepfake takes form in the artificial neural network. This network of neural connections and nodes carries tons of information and data. The developer of the deepfake video puts in a huge amount of data in the form of videos, images, and voices of the person that needs to be simulated. Once this data is fed, the application improves on it through machine learning and can even cross-check for fakeness until it deems fit. The outcome is a near-perfect depiction of the person whose identity has been morphed, including minute details such as skin tone, voice, and facial features, to name a few.
While such a process could make for a great VFX motion picture, certain anti-social elements use it to tarnish the image of a person or organization. In extreme cases, these deepfake videos also end up being a threat to a nation.
Mitigating Deepfake
If an individual or organization finds himself or herself dragged into a deepfake issue, Techno Companion’s founder, Sahil Jain, recommends reporting the video on the social media platform, followed by reporting to the cyber crime cell.
Soon after the Rashmika Mandanna deepfake video went viral, the Indian government asked all social media platforms to take down deepfake videos circulating on social media. The government also said it would announce draft guidelines to address the deepfake issue.
Sahil feels such filters should become a routine practice among social media platforms in a way where each video is vetted before it makes it online.
But wouldn’t this be a huge burden in terms of time, money, and manpower? Jain disagrees.
The cost of implementation, the server cost, and the coding fees are there, but that is almost minimal. There won’t be any real people involved. in it. You just have to put the technology in place, and the technology will do it by itself, said Sahil from Techno Companion.
KPMG recommends a “zero-trust” and “multi-factor authentication” process to mitigate cyber security threats.
“The average cost of a cyber security breach was $1.76 million less for an organization with a mature zero-trust methodology relative to those who don’t employ zero trust,” said KPMG in its note on Deepfakes.
As precautions against identity theft, Regula prescribes thorough ID verification and biometric verification.
“To ensure that fraudsters cannot reuse users’ liveness sessions for tampering, the enrollment process for every company’s requirements should be set up with unique parameters,” Regula said.
Digital Laws
Although the government has asked affected individuals to file a First Information Report with their nearest police station and avail remedies as per the IT rules, India lacks specific laws to deal with the deepfake per se.
The problem that I see at the moment is that there are not very solid, effective laws to deal with this. Because technology is evolving at the same pace, or at least to cope with it, the laws have to be put in place so that anyone can do it, said Jain from Techno Companion.
The situation is no different in other countries.
Currently, in the US, different states have different sets of laws governing deepfakes and their usage, although no federal law is in place yet. The UK has funded several research projects and programs that create awareness surrounding the deepfake issue. The UK recently enacted the Online Safety Act, which puts the onus on technology firms to monitor the content on the respective platforms.
South Korea has made it illegal to distribute deepfake videos that could cause harm to national interests, accompanied by a heavy fine and imprisonment.
Back in India, policymakers are probably in a huddle over the intricacies of digital law. Meanwhile, Google India has already collaborated with various stakeholders to make responsible use of AI. It has invested around $1 million in the Indian Institute of Madras to set up a multidisciplinary center for responsible AI and is holding discussions with policymakers and researchers on the same.
“In this world, enforcement is possible with compliance and fines,” observes Lal from Cyfirma.
Conclusion
India, along with the rest of the world, is treading through uncharted cyberspace when it comes to artificial intelligence and machine learning. Hence, playing catch and mouse for law enforcers could be a bit more tricky as far as cyber crimes are concerned. For the time being, the government, organizations, and firms can try to create more awareness amongst people on how to deal with cyber crimes and provide easier access to cyber law enforcers. And more importantly, for internet users, an awareness that the eyes too may lie may save trouble to some extent.
This article has been contributed by Shreya Sharma,Founder and CEO,Rest The Case.
NDAs are Non-Disclosure Agreements according to which anything mentioned in the agreement cannot be disclosed to anyone else apart from the permissions, and upon signing the NDA, the individual is bound to follow it. This way, your intellectual property and confidential information remain safe, and you can trust the employee with your data. Moreover, this way you get to prevent unfair competition from your competitors as well as a competitive edge for you to perform better.
Since NDAs play such a crucial role, there mustn’t be any loops in it. Let’s take a look at how you can safeguard your tech companies from NDA blunders.
When it comes to Non-Disclosure Agreements (NDAs), precision is critical. In an NDA, imprecise wording may cause misunderstandings, disagreements, and uncertainty. It’s critical to avoid using vague language or making generalizations that might be interpreted differently to prevent NDA errors. Instead, while writing your NDA, utilize clear and concise wording. Give the terms and conditions a precise definition that eliminates any opportunity for doubt. This lessens the possibility of disagreements resulting from ambiguous language by ensuring that all parties are aware of each other’s roles and responsibilities.
2. Write Very Specific Definitions
Including precise definitions for all words used in the agreement is essential to a strong NDA. Confidential information, authorized disclosures, and other important words are all defined, so you avoid any misunderstandings. A lack of clarity in terminology might result in misconceptions and disagreements over the NDA’s parameters. Make sure there is no opportunity for interpretation, for example, by precisely defining what material is considered secret. Specific definitions improve the agreement’s enforceability and foster more openness and understanding between the parties.
3. Specify What Information is Covered Under NDA
The more you specify the information in NDA the safer it gets. This sort of precision helps the tech companies more, guarantees that everyone is aware of the protected information, and helps prevent inadvertent breaches. Trade secrets, proprietary algorithms, and customer data are just a few examples of the kinds of information that should be clearly defined as private in a well-written NDA. To preserve trust and safeguard the intellectual property of your business, this clarity is crucial.
4. Specify How and When the Disputes Will Be Resolved
Conflicts are an unpleasant reality, and hence it is important to know how and when you will resolve the dispute. Give explicit details about the dispute resolution procedures. This includes specifying whether arbitration, mediation, or litigation will be used to settle disputes. Specify the governing legislation and the dispute resolution forum. By taking a proactive stance, the settlement process is streamlined, and less time and money are wasted on legal disputes. All parties involved benefit from clarity and a faster settlement process when this information is included in the NDA.
5. Clarify the Duration and Jurisdiction
The NDA is applicable for a certain duration, and specifying that makes it clearer to the other party. Give a clear description of the NDA’s duration, including whether it applies to a particular project, a certain number of years, or until a particular milestone is met. If there is any sort of lack of clarity on the term, this may result in ongoing commitments that aren’t the most favorable, and might even become an issue in terms of the reliability of NDA in case litigation comes up. Define the jurisdiction that the NDA functions under as well, which would talk about where all the NDA is applicable and under which laws is it governed. For the NDA to operate effectively and be enforceable, its length and jurisdiction must be clear.
6. Avoid Excessive and Unreasonable Restrictions
Even if protecting sensitive information is an NDA’s main goal, it’s crucial to find a balance. Sometimes too many restrictions that are excessive or inappropriate can backfire and might impede regular business operations. This can further affect the professional development of the employees. So, the unduly restrictive NDAs may cause employee unhappiness. Further, it is important to make sure the limitations are appropriate for the level of sensitivity of the information; otherwise, the agreement can become unreasonable, and the agreement needs to be reasonable to strike a balance and for the agreement to be considered by the legal system.
7. Do Not Make Clerical Loopholes
Clerical problems, even though the most “boring” or most overlooked ones can unintentionally make an NDA useless. These are document mistakes or inconsistencies that might be misused or misunderstood. For example, a simple error or imprecise wording might raise questions about the intended meaning. A 6-month confidential period might become 60 months due to a missing decimal point inside the allotted time. To guarantee an NDA that is loophole-free, such little things are to be checked because you never know when it might become the main issue for you.
8. Retain the Electronic Copy of the NDA
Since the world is going digital, and being a tech company, it is important to know that even law has its digital side. Even though electronic documents aren’t entirely necessary, having an electronic copy of an NDA and proof of its signature is important to keep. By keeping electronic copies, you can make sure you can access the agreement quickly and refer to it as required. This procedure is quite helpful, as it reduces the possibility of physical document loss or damage in addition to being effective.
Conclusion
Since it is quite clear that there are a lot of things that require to be taken care of and abided by in an NDA, it is advised to seek the legal consultation of a law firm or a lawyer. This way, you could prevent any future mishaps and save money that otherwise would’ve been lost, and this is surely something a smart tech company wouldn’t like for themselves.
One of the most important business sectors in the circuit is movies. With movies, one could earn millions. However, this is a very difficult line to proceed as a businessman. Well, Ronnie Screwvala is one of the biggest personalities in the Bollywood circuit. He is the founder and CEO of the famous UTV Group. His companies include UTV Software, Bloomberg UTV, UTV Motion Pictures, and many more to name. Read this article to learn about the story of Ronnie Screwvala.
Rohinton Soli Screwvala Quick Facts
Name
Rohinton Soli Screwvala
Born
8 September 1962 – Bombay, Maharashtra, India
Education
Sydenham College of Commerce & Economics
Citizenship
Indian
Title
Founder of UTV Group (Now Walt Disney India), Founder Trustee of Swades Foundation, Founder of Unilazer Ventures, Board of Advisor AIESEC India, Founder of RSVP Movies, Co-Founder of UpGrad
Ronnie is Parsi by blood. He had completed his studies at Cathedral and John Connon School. His father was an employee of British firms J L Morrison and Smith. He is married to Zarina Mehta. Ronnie met her during his initial days at the theatre with Pearl Padamsee.
From childhood, he had a keen interest in theatre and has been a part of the acting crew in a few professional plays with Bombay theatre. He has worked with some big names like Pearl and Alyque Padamsee. He has produced over 70 films, and some of his famous works include Rang De Basanti, The Namesake, Khosla Ka Ghosla, Jodhaa Akbar, and many more iconic movies.
Ronnie Screwvala – Initial Days
His actual entrepreneurial journey started way before UTV came into the circuit. During his initial days, his father wanted him to become a Chartered Accountant. But, he was sure that business was the field that attracted him. Hence, to achieve that, he was looking for business opportunities. Later on, while he was on a trip to England, he got a chance to visit a hairbrush factory. He came across two discarded fully functional automatic toothbrush-making machines. Hence, to open up the doors of business, he purchased it. As soon as he returned to India, he started a business. The business was concerned with making toothbrushes. Many years later, the business became one of the largest producers of toothbrushes and was supplying goods to mega-brands like Colgate.
Apart from the toothbrush business, he had started his own cable network company by the name of Network. During those days, he used to go door to door and ask the residents to sign up for the network. This was a good business idea because, at the time when Doordarshan was the only channel available, this network provided a three-hour video channel providing movies. Initially, this business started with just 30 houses. Later on, it expanded to popular places like Cuffe Parade, Colaba, NApeansea Road, Breach Candy, and Hanging Gardens within a short period.
Ronnie’s idea was way ahead of the time. Well, it is very surprising to see that at a young age, Ronnie understood the importance of good service. He made sure that his services were for the betterment of the entertainment sector as he provided his customers with family-oriented content with good picture quality.
Ronnie Screwvala – UTV Group
Ronnie and Zarina founded the UTV Group, now a country’s household name. This company was founded in 1990 to provide television content to broadcasters. Also, this company was the first independent producer in India, and the company started working by taking up advertisements and movies. Later on, the company started producing quiz shows. One of the company’s biggest hits was the Mashoor Mahal.
Within two decades, UTV expanded into broadcasting, gaming, film, and various other businesses. For the company, the biggest leap to success came during the time of incorporation. The team was engaged in the production of television content for Doordarshan. During this time, Subhash Chandra, who owned Zee TV, had just started to take small steps in the television circuit. Hence, they offered UTV a 550-episode contract. This was the golden opportunity for the team to shine on the big stage.
Ronnie Screwvala – Change of Events That Transformed UTV Into a Mega-Brand
The Success Story of Ronnie Screwvala’s UTV
The very first thing that changed the fortunes of the company was the introduction of flight entertainment by Air India. They hired UTV to provide flight entertainment for their customers. In 1993, the team started to accept programs from external customers and began marketing airtime on their programs. Apart from that, it launched a daily soap named Shanti. The team acquired a 54.60% stake in Lazer Production. Later on, in the same year, the company ventured into the movie distribution business.
In 1996, UTV and Disney got into a contract. This was about dubbing the content for Disney movies for Indian fans. Also, in the same year, UTV started offering services to international airlines for its in-flight entertainment division. The subsidiary of the company USLl acquired Ram Mohan Biographies. The brand was renamed to UTV Tools.
UTV also took a diverse turn in broadcasting by acquiring a controlling interest in Vijay Television Limited. This company operated as Vijay TV. With over 86% stake, UTV incorporated a group named UTV Net Solutions Ltd. IT was focused on Internet content creation via Indian regional language portals. In 200, the company started broadband content collection under the name sharkstram.com.
Hungama Channel, a household name in the country, is a product of UTV entertainment. This channel became the leading children’s television channel within a few years of its release. The company’s success can be measured by the fact that it got itself listed on the Bombay and National Stock Exchange.
With a deal of $10 Million with US-based BKN New Media, UTV opened up the door for itself as a mega brand. UTV toons expanded to 200 employees and purchased additional Autodesk’s 3D Max 8 software.
Ronnie Screwvala – Life as an Entrepreneur
Ronnie Screwvala – Life as an Entrepreneur
Unilazer Ventures
Screwvala is actively engaged as a venture capitalist/private equity investor through his brand and arm, Unilazer. His investment approach involves making early-stage investments in Indian new economy companies and startups, acquiring significant minority stakes, and leveraging his entrepreneurial experience to support founders. Unilazer’s diverse investment portfolio spans sectors such as e-commerce, leading online eyewear companies, AI and Bots, agriculture, and micro-housing finance.
RSVP Movies
RSVP Movies marks Screwvala’s comeback to the media and entertainment sector but with a renewed focus. At RSVP, the emphasis is on working with fresh storytellers to create bold, inventive narratives across films and digital media. Additionally, RSVP is adopting innovative distribution strategies to take its disruptive content to wider audiences globally across theaters and OTT platforms.
U Sports
Screwvala is a co-founder of U Sports, a venture with a strategic emphasis on three distinct sports. Notably, Kabaddi is a widely popular sport in India and across Asia, where his team, U Mumba, stands out as a top contender in the 12-team ProKabaddi League. U Sports also delves into the realms of E-Sports and Football. In the domain of football, the brand U Dreams is dedicated to nurturing and managing talent across various age groups for extended periods.
upGrad
Screwvala co-founded upGrad, a leading online education company in India specializing in higher education. With a strong focus on areas like Digital Marketing, Data Analytics, and Product Management, upGrad has become a major player. The company has valuable partnerships with colleges, including IIT Madras, IIIT-B, BITS Pilani, MICA, and Cambridge Judge Business School Executive Education.
The Swades Foundation
Screwvala, alongside his wife Zarina, dedicates a quarter of his time to the Swades Foundation, with a shared commitment to empower a million people out of poverty. Swades operates in a 3000 sq km area in Raigad, Maharashtra, focusing on Water, Sanitation, Health, and Education, and primarily on creating livelihood opportunities for half a million people in 2000 villages.
During the early days of UTV, Ronnie formed a society named SHARE (Now The Swades Foundation). This stood for Society to Heal, Aid, Restore, Educate. The objective was to develop rural Maharashtra. Presently, Ronnie has donated a whopping INR 2350 crores to the foundation. By establishing The Swades Foundation, he has taken a bold initiative to empower a million people and help them break free from the shackles of poverty. With his unwavering commitment to this shared cause, he is making a significant impact on the lives of those who need it the most.
Ronnie Screwvala – Shark Tank India
Ronnie Screwvala – Shark Tank India Season 3
Accomplished media entrepreneur Ronnie Screwvala has joined the popular start-up reality show Shark Tank India as a new Shark for its upcoming third season. Known for founding UTV Group and currently heading content studio RSVP Movies, Screwvala brings over 30 years of experience across television, films, and digital platforms. His addition to the panel, comprised of Anupam Mittal, Aman Gupta, Namita Thapar, and others, will provide a more diverse perspective and industry expertise to evaluate budding ventures this season. With his sharp insights into B2C and B2B, everyone eagerly anticipates his funding choices and operational guidance this season.
With a clear vision to change the entertainment sector, Ronnie has worked for the betterment of the circuit. His company, UTV, has changed the way we watch and enjoy movies. Apart from the fact that he is a successful entrepreneur, his work for charity makes him an inspiration for many entrepreneurs!
FAQs
Who is the owner of UTV India?
While publicly traded for a time, UTV India is now ultimately owned by The Walt Disney Company, which acquired a controlling stake in 2012. Disney gained full ownership 2013 and integrated UTV’s operations into their Indian media network.
How much was UTV sold for?
UTV was sold to Walt Disney for ₹2,000 crore ($454 million).
Who is the owner of upGrad?
upGrad is co-founded by Ronnie Screwvala, Phalgun Kompalli, and Mayank Kumar.
Company Profile is an initiative by StartupTalky to publish verified information on different startups and organizations.
In today’s fast-paced world, almost everyone is running a race to learn something new and achieve success in their lives. However, it is a known fact that the very first step towards any journey is the hardest, and oftentimes, people get skeptical about their career options just because they cannot find an appropriate source for their educational research.
Edukhoj is a platform that has come up with a solution for students’ educational search needs. The platform bridges the gap between students and educational institutions, helping them attain the best results.
In this article, you will discover the various aspects of Edukhoj that contributed to its success, like its business and revenue model, founder and team, products and services, and more.
Edukhoj.com is a one-stop, data-driven, and technology-based educational platform which helps connect students to education institutes and make informed decisions. Empowering learners worldwide with community discussions, counseling, and educational blogs on various test preparation, skill-based, distance learning, or college-level courses. An Artificial Intelligence web-based education institute tool for nurturing inquiries to admissions and more.
Edukhoj – Industry
The education market is expected to increase significantly, with total revenue expected to reach US$55.44 million in 2022, according to a Statista analysis. The results point to a noteworthy 14.68% annual growth rate (CAGR 2022–2027), which suggests a significant rise in the industry.
The education market is expected to grow, with a predicted value of US$106.50 million by 2027. This strong development trajectory, which reflects the changing environment of educational technologies and services, highlights the growing importance and investment in the education industry.
Edukhoj – Founders and Team
Abhishek Porwal, Founder of Edukhoj
Abhishek Porwal
Abhishek Porwal, the founder of Edukhoj and a graduate of the Indira Institute of Management, has a diverse professional background. Beginning as a Senior Relationship Manager at Birla Sun Life Asset Management, he later served as an Area Coordinator at Aakash IIT-JEE. His experience includes roles at Resonance Eduventures Limited, where he started as Marketing Senior Business Development and progressed to Branch Manager. Before launching Edukhoj, Abhishek held leadership roles in a startup venture and served as Assistant General Manager at Narayana Educational Society. His dynamic career showcases a strong foundation in education and a commitment to driving positive change in the sector.
The company size is comprised of 11–50 members, as per LinkedIn.
Edukhoj – Startup Story
The idea for Edukhoj originated when Abhishek Porwal answered a pointed question from a biology student during a career counseling event at a prestigious university: “Sir, if not NEET, then what for biology students? And as a student of science, what if IIT wasn’t? Why is science restricted to B.tech or IIT, sir?” This thought-provoking question ultimately led to Abhishek quitting his work, and Edukhoj—a bootstrapped startup with the goal of redefining educational possibilities—was founded as a result.
This pivotal occasion not only marked a change in Abhishek’s professional trajectory, but it also embodied Edukhoj’s dedication to challenging traditional educational standards. By offering a comprehensive platform that transcends conventional trajectories, the firm hopes to empower students by enabling them to explore and select a variety of educational pathways. The origins of Edukhoj are more than just a startup tale; they are a story that stems from the desire to change students’ perceptions of their academic destiny and extend their horizons.
Offer opportunities for cognitive learning and growth by matching aspirants with the most relevant education service provider
Company Vision:
Empower aspirants with an immersive learning experience to help them make an informed choice for a future-ready career
Edukhoj – Name, Tagline and Logo
Edukhoj Logo
The team was looking for a name that should have no limitations to geographical boundaries. Long calls with the core team, meeting on a few occasions at cafes or having tea or coffee and maggie, as both the snacks have maximum geographical acceptability by humans with fixed ingredients. They also thought of the same aspect or pattern as they were targeting only one sector, which was education, and what they were building was an education platform that understands two languages, Hindi as an Indian and English as a global language, so they combined Hindi and English terminology to give it a name, Edukhoj, where Edu is defined as “Education” and khoj means “Search”.
Edukhoj – Products/Services
Edukhoj Website
The platform deals on the basis of a subscription model. The products/services provided by the company are:
Branding & CPL option to educational institutes.
A mix of online advertisements and institute partnerships.
They have a simple working formula, that is: Search-Shortlist-Apply.
Edukhoj’s USP:
First to build an education marketplace.
They have their own CRM for institute partners, which saves their extra costs in CRM.
Verified Leads.
A detailed listing of academic institutions: Coaching, Professional institutes, Colleges and Universities.
Edukhoj is a one-of-a-kind educational marketplace aimed at connecting learners to educational services and product providers across the globe. The platform provides solutions to various problems for both students and educational institutes.
Students Perspective:
Lack of reliable information on global educational institutes and career choices.
Absence of an integrated platform addressing all educational-related queries.
Poor decision-making due to insufficient information on studying in India and studying abroad matters.
Education Institutes and Content Creator Perspective:
Limited market visibility and reach worldwide.
High cost of marketing and CRM.
Unavailability of verified organic leads.
Edukhoj – Business Model
Edukhoj stands out as the leader in building an education marketplace and uses a strong B2B2C business model. Using their in-house developed Customer Relationship Management (CRM) system, which is specifically designed for institute partners, is a major factor in their success. This tactical strategy greatly lowers the needless expenses related to using third-party CRM solutions while also streamlining processes.
One of Edukhoj’s primary USPs is its dedication to offering verified leads, which guarantees the accuracy and dependability of the data that reaches academic institutions. This dedication to excellence benefits the institutions as well as improving the general user experience for learners and future professionals.
Edukhoj – Revenue Model
Edukhoj.com sustains its revenue through a dual revenue model. Sponsored advertising and partnerships with educational institutions are combined by Edukhoj to increase the visibility of educational institutions. The Cost Per Lead (CPL) approach, in which institutions pay for the quantity of student inquiries generated via the platform, is a crucial component of its revenue strategy. According to this approach, the reason behind Edukhoj.com’s success is its ability to create a mutually beneficial relationship between educational institutions and potential students.
Edukhoj – Challenges Faced
Abhishek considers the difficult yet fruitful year that Edukhoj had, pointing out the challenges of growing a bootstrapped company in the face of well-funded rivals. The business overcame financial difficulties by developing features quickly in order to support client expansion. With competitors possessing significant marketing and talent acquisition resources, Edukhoj’s strategy focus on innovation and client happiness stood out as a crucial differentiator, allowing the business to prosper in the fast-paced educational technology industry.
Edukhoj – Funding and Investors
As a bootstrapped startup, Edukhoj has not taken outside funding. This self-sufficient strategy demonstrates the business’s capacity to run and expand on its own without the need for outside funding.
Edukhoj – Customer Acquisition Strategy
Building a bootstrapped startup is hard, but in reality, it’s just like searching for life on the moon with limited resources, or, you can say, just like studying a whole year for one examination, and the result is not known unless you appear for the examination. Edukhoj members as a team pinged each other at any point in time to get the task done, working hard day and night to build the smallest of features to their best.
As usual, moving ahead with daily routine, the team, with their superb coordination, just rechecked each aspect placed in the best way as per tech standards or as required and, after almost working for around a year on Edukhoj, they made the website live and waited patiently for the first user on the website, which happened in a couple of days, and the rest is the journey of sustaining in COVID and generating revenue with month on month growth. Closing the first subscription deal through cold calling was the best motivation factor for the entire team.
The following are the prominent strategies that the company used for acquiring the first 100 users:
As of now, the company has not run any marketing campaigns. However, they prioritised and relied on the following strategies for their marketing:
Delivery of commitment to institute partners
Trust
Timely delivery of services
After-sales services
Being bootstrapped, they had a limited budget, so they stuck to the basics of sales and marketing.
All this brought good word of mouth for Edukhoj, which helped them to grow month on month and sustain in the tough times of COVID.
The company started with coaching and professional institutes and, in a span of 1.5 years, they have grown to include Edukhoj in higher education too, and they are soon moving ahead with study abroad and e-learning services.
Edukhoj – Awards and Achievements
Participated in the Entrepreneurship Awareness Drive by IIT Kharagpur.
Sold their services in 11 states as of 2022.
Bootstrapped the build to revenue-generating stage and sustained the COVID period.
Onboarded a few national institutes.
Edukhoj – Competitors
The following are some of the competitors of Edukhoj:
Edukhoj future plan include improving its offerings in skill-based and professional institutes, overseas universities, “Study in India,” e-learning, and online education, with a focus on securing a top-three ranking among its rivals.
The company is growing its staff and looking for investor money to support its expansion. Prioritizing customer feedback, improving product implementation, and strategically extending the company’s reach into rural India and worldwide markets are all part of Edukhoj’s future strategy.
FAQs
What is Edukhoj?
Edukhoj is a one-stop, data-driven and technology-based educational platform which helps in connecting students to educational institutes and making informed decisions.
When was Edukhoj founded?
Edukhoj was founded in the year 2020.
Who is the founder of Edukhoj?
Abhishek Porwal is the founder of Edukhoj, the one-of-a-kind educational marketplace.
How does Edukhoj work?
Edukhoj works on an extremely simple and easy formula which is Search-Shortlist-Apply.
Who are the competitors of Edukhoj?
Some of the prominent competitors of Edukhoj are Shiksha, Collegedunia, CollegeDekho, Careers360, and more.
The born of a new work culture has led to the birth of a slightly modified way of working. Be it Remote Working, work from home, or online classes; video conferencing is the basic tool to operate all this. Although in-person communication can’t be replaced by anything video-conferencing is a substitute for it. It can be observed that visual impact remains the same. The main question is how to dress right for the video call and some video call tips can help you out!
Optimizing video chat setup: from what to wear for a video conference to the best lighting for the video call, to positioning the laptop for the video call, using the right mic for the video call, and just staying comfortable.
What you wear speaks VOLUMES about your personality!
“How to dress up for a video conference?” This is the most frequently asked question received this month. To break down the video conference dressing rules which will provide you with specific tips on what to wear for video conference calls. For the most important rule always be in your safest attire because bold colors over stripes and patterns might be too distressed and too distracting.
Choose an outfit that is for your work environment
Choose clothing that isn’t too tight, too oversized, or too revealing
Wear colors that flatter you
Patterns can be tricky and distracting wear bold colours
Consider accessories carefully which should be simple or medium-sized (if you are a woman)
Shirts/Blouses
If you want to create a professional yet simple impression, wearing light-colored shirts or blouses with modest necklines is advisable. Avoid wearing bold colors or patterns as it can detract from the overall sophistication and polished look. Instead, opt for solid colors or muted prints that work best in such settings. This approach not only creates an air of professionalism but also ensures that your attire is appropriate for any occasion.
Blazer
A blazer is a classic and versatile fashion item that can make a bold statement. With its ability to complement various tops, a blazer can help bring an outfit together seamlessly. Additionally, it adds a layer of sophistication to your attire, making it suitable for formal occasions.
T-shirts
While it may not be a conventional choice, wearing a t-shirt appropriate for modern-day meetings is essential. Select a shirt with formal colors, and ensure that it is in good condition. To achieve a clean and sharp appearance, it is recommended to iron the shirt before wearing it. This will help you create a professional image, leaving an excellent impression on those you meet.
Sweaters and Hoodies
During the colder seasons, it is recommended to wear pullover knits, cardigans, or hoodies as they provide a balance between order and comfort. These garments are designed to maintain a structured appearance while also allowing freedom of movement.
Wide-leg Trousers
When it comes to creating a professional look, it’s important to choose pants that coordinate well with your formal topwear. Instead of opting for the traditional slim-fit style, wide-legged or baggier fits provide greater flexibility in movement, allowing you to move around with ease while maintaining a polished appearance.
Dresses and Jumpsuits
For women who want to create a distinctive appearance, formal dresses or jumpsuits can be a great option. These one-piece garments are both stylish and functional, making them a practical choice for busy women who want to save time in their daily routines. Rather than wasting valuable time trying to match a top with the perfect bottom, women can simply slip on a dress or jumpsuit and focus their energy on more productive tasks. With a wide range of styles and designs available, women can easily find a formal dress or jumpsuit that suits their taste and complements their body type.
Complement Your Outfit
The full picture matters. Adding complementary accessories to your outfits can help tie in the overall look and send a non-verbal message. It makes an impression that you treated this as an important, professional engagement worth dedicating proper attention and effort to.
Jewelry/Accessories
If you decide to wear jewelry or other accessories, remember that minimalism is key. Steer clear of big, distracting bits and keep it basic. These include micro pattern scarves, simple rings and earrings, and delicate necklaces or chains. Choose high-end materials like pearls, silver, gold, or semi-precious stones for a polished look. Costume jewelry should be avoided since it can look gaudy or cheap on camera.
Hairstyle
In the virtual world, grooming is still as important as it is in the real world. Make sure your hair is presentable. Women can opt for hairstyles like a half-up, loose waves, or a tidy braid or ponytail. Stay clear of untidy buns and face-obscuring hairstyles. Control flyaway hair and add a touch of style with a solid-colored headband. Men should have regular haircuts to keep their hair from becoming unruly, as well as trim their facial hair regularly to give it a clean appearance.
Makeup
When wearing makeup, choose the elements that enhance your natural features and make you feel confident. A thin eyeliner and mascara can make your eyes appear brighter and more awake. Consider your outfit before you make your choices. If your outfit is bold, keep the makeup neutral, and vice versa.
Posture
During virtual meetings, having good posture is essential to present confidence to your audience and feel confident in yourself. Additionally, it conveys your degree of interest in the conference. The most appropriate one is to sit upright with a small inclination towards the camera. To avoid slouching, you can also pick a chair that is comfortable and provides adequate back support. Good posture influences not only your physical appearance but also your emotions, energy levels, and overall well-being.
Screen Background
In an online meeting, the background you choose can convey a lot about your demeanor and level of professionalism. A plain, neutral-colored wall is a safe and professional option. Stay clear of bright colors or busy designs that clash with your face. A softly blurred background can conceal distracting elements without appearing exaggerated. If you don’t have a designated workspace and work from home, this is a fantastic alternative. Choose a virtual background that is suitable for your job and presents a professional appearance.
How to look good on video call?
A well-researched fact says that people judge you within milliseconds of seeing you, so it’s a lie if someone says that I don’t judge someone based on looks or what they wear. As if, they are going to offer a street-side rag picker the job of product manager, obviously no. DRESS TO IMPRESS.
A nice outfit can help you boost your confidence, help you make an amazing first impression, get the respect you deserve, show your employer that you pay attention to small details, and therefore give you a billion-dollar look.
How to Dress Up For a Video Conference?
What’s Important is Dressing Appropriately For Your Audience
Big business? You’ll probably want to dress to impress. Wear a collared shirt (nothing says “I mean business” more than a crisp collar!) and consider wearing a jacket and tie as well.
IT company? Consider wearing a simple button-down shirt and a pair of trousers.
You’re part of a creative team? You might consider dressing up more fashionably to connect with the artistic crowd.
How about a small startup? A plain, solid-colored T-shirt and long pants might be more suitable. (you don’t have to look Richy-rich!)
Overhead lighting is the worst quiet lighting for video conferences, as a result, it makes shadows underneath your eyes. Sadly, that’s what most of the people have by default. You’ll not care about the lighting if you’re doing a fast snow-day arrival with the team you’ve worked with for four years, except for high-stakes things (like job interviews), once you have to be compelled to look your best. We recommend you 3 natural, soft lightweight sources: 2 behind your digital camera (one on the left, one on the right) and one right behind you.
2. Watch Out Your Angle
Watch out Your Angle
If you are employing a digital camera clipped to the highest of your monitor then the likelihood is that it’s not capturing you from the best perspective. If it’s angular down an excessive amount of, you’ll place your fellow meeting-goers within the position of soaring over you. you would like the lens to be right at eye level. A stand will get you there and hold the camera steady. If you’re exploiting the constitutional camera on your portable computer, it’s going to be too low–and trying up your nose. Whereas it’s not ideal, you’ll place hardcover books underneath your portable computer till the angle’s right. you would like the camera to capture a constellation of your forehead to your left shoulder and right jostle the frame.
3. Look Respectable
Look Respectable on a Video Call
Even if solely your face and shoulders area unit is within the frame, you ne’er grasp if you’ll have to be compelled to rise for a few reasons. Therefore look good from head to toe; Place some ingratiating, solid colors close to your face, similar to what newscast anchors do. Check your teeth for remnants of lunch. Check that the temperature is specified so you won’t be sweating, and won’t have to be compelled to begin popping out layers, that are displeasing for all looks.
4. Look Behind You
The individuals you’re interacting with are treated to the reading no matter what is behind you throughout the whole meeting. Junk and muddle area units are dangerous enough to distress everyone. Your bed with dirty linen thereon is amateurish. Or worse, you’ll have one thing sitting there that’s a part of the scenery to you however jarring to everybody else. We recommend you use “seamless paper” or a clear blank wall, you’ll be doing a great deal of digital interaction.
5. Minimize Distractions
First impressions count once it involves video conferencing. If you’re acting at home and therefore the individuals you’re involved with or concerning people, should know that there should be a minimum of noise. Even Pets can make a great deal out of it because a barking dog or cat running on your table can be a lot of fun with embarrassing moments.
6. Focus On Substance, Than Appearance
What you can bring to the table is more important than your appearance. People might be insecure about how their makeup look or their double chin but do not forget that the outline and goals of the meeting are written well down. A desk organizer can help you out with a great deal. Always know what this conference is going to achieve so, Review, and review, and review… And do it again!
7. Be Ready
Video is nearer to a face-to-face meeting than it is to a phone call, however, most people treat it as a sort of a phone call. Therefore they’re attempting to look at their notes, or area units closed on their laptop screens. this can be very like holding a chunk of paper before your face in a very lively meeting. You bump into not listening so, grasp your details and appearance up, therefore you’ll move commonly and score the advantages of seeing individuals and being seen.
These simple video call tips with the essence of dressing up as a whole individual canboost your charisma.
Many of us might cringe as soon as we hear of video conferencing, or we might fall victim to anxiety, awkwardness, or apathy. But, there’s no need to worry as soon as you’re backed up with our million-dollar tips.
We promise that these tips are worth giving your time to learn exactly how to ace your video conferencing. Video calls are much easier than you think!
What kind of dress is appropriate when attending a video conference?
Dress your best- Choose solid, light colours. Simple jewelry is best. Ladies, avoid earrings that dangle or any accessory that makes noise when you move. For most conference calls, you can wear whatever you want from the waist down – unless you think you might need to stand up for some reason.
What is the best color to wear for video conference?
Wear colours that flatter you. This should probably go without saying, but avoid colours that tend to wash you out or don’t flatter your skin tone. Also, avoid colours that are pale or close to your natural skin tone, as they can wash you out on camera, and you run the risk of looking nekkid.
When attending a video conference what kind of dressing is appropriate?
While it’s not necessary to dress quite as well as you usually do, try not to take it down more than one level from your normal office attire. “If you’re a person who just wears a button-up shirt, you can wear a casual T-shirt kind of thing.” If you’re wearing a tank top, you’ve gone too far and need to dressup a bit.
In the popular snack food industry, banana chips have become a favorite healthy snack for many. Within this industry, Beyond Snack emerges as a standout brand, offering authentic banana chips in a variety of flavors, revolutionizing the traditional snacking experience. Co-founded by Manas Madhu, Gautam Raghuraman, and Jyoti Rajguru, Beyond Snack has not only carved its niche with premium-quality chips but has also witnessed remarkable growth, solidifying its position in the market.
Learn more about Beyond Snack’s diverse products, the visionary founders behind its success, the funding journey that fueled its expansion, and more.
Beyond Snack is a Banana chips brand based in Alappuzha, Kerala. Launched in 2020, the brand gained recognition after appearing on Shark Tank India in 2022and securing investments from industry leaders. Beyond Snack aims to revolutionize Kerala banana chips, aspiring to become the go-to brand for this popular snack. Made with superior raw materials and high-quality bananas, their chips are cholesterol-free, trans-fat-free, and GMO-free. Currently available in multiple flavors, Beyond Snack has a solid retail presence in Maharashtra, and a nationwide online presence. The company also operates in the United States, the United Arab Emirates, the UK, Singapore, Qatar, Nepal, and Mauritius.
Beyond Snack – Industry
The snack food sector is set to grow by 7-8% annually, with potato chips making up a whopping 85% of the salty snack market share. Now, let’s talk about bananas. India tops the charts as the world’s largest banana producer, yet a vast majority of these bananas — around 90% — are eaten fresh within the country. Of that, only a slim 5% make it into the processed snack scene, and a mere 2.5% are turned into banana-based products.
In Kerala, the banana chip production has a homespun charm — it’s mostly done in a scattered, informal way. This leaves the market wide open, with no major brands dominating the scene. It’s a sector sprinkled with local players, each dipping their toes in the water rather than taking the plunge.
Beyond Snack – Founders and Team
Manas Madhu, Gautam Raghuraman, and Jyoti Rajguru (Left to Right) – Co-Founders, Beyond Snack
Manas Madhu, the proud Co-founder of Beyond Snack, is a first-generation entrepreneur with a background in Business Consulting. Before diving into the entrepreneurial world, he honed his skills at IBS Software Services as a Business Consultant and later at Capgemini as a Senior Consultant. Manas holds an MBA in Operations Management from Symbiosis Institute of Business Management, Pune, and a BTech in Electrical & Communications Engineering from the University of Kerala.
Growing up in a quaint village in Kerala, Manas always dreamed of starting his own business. His love for food has been a constant, even during his corporate days, always sparking ideas for a food venture back in his homeland. In 2018, he took the plunge and left his job to focus full-time on Beyond Snack.
Leading Beyond Snack, Manas is all about delivering top-notch banana chips globally, staying true to the promise of authenticity and premium quality. As the Managing Director, he is knee-deep in Marketing and strategy, aiming high to elevate Beyond Snack to a 1,500-crore brand in the next 5 years.
Steering Operations and Supply Chain is Jyoti Rajguru, bringing over a decade of experience from her time at Mondelez, where she worked with household names like Cadbury, Tang, Oreo, and Bournvita.
Guiding the Sales and Distribution department is Gautam Raghuraman, another seasoned professional with over ten years under his belt, formerly with ITC, where he contributed to brands like Bingo and Ashirvad.
There’s a shared history here too—Jyoti, Gautam, and Manas all cut their teeth in business together during their MBA days at the Symbiosis Institute of Business Management in Pune. Their commitment runs deep; before they joined the leadership team, both Jyoti and Gautam were investors who believed in the company’s potential. Now, they’re integral to driving Beyond Snack forward with their experience and insight.
Beyond Snack – Startup Story
Manas, the co-founder of Beyond Snack, started the journey as a typical tech enthusiast in Kerala, growing up in Chennithala, in the Alappuzha district. His academic path took him through a BTech in Electronics and Communications Engineering at Kerala University, and later, an MBA from Symbiosis Institute of Management in Pune. As he dived into the world of business administration, the seed of entrepreneurship took root in his mind. However, like many others with middle-class roots and big ambitions, he decided to gain some solid work experience first. Manas honed his skills as a business consultant at various MNCs.
During his stint as a consultant, Manas became fascinated with the potential of the value-added food industry. Weekends at the company offered him free time, which he spent traveling and connecting with folks in the food business. By 2018, he was ready to chart his own course.
His entrepreneurial debut wasn’t with bananas, though. Manas first launched a mock meat product made from jackfruit under the company now known as Dr. Jackfruit India Pvt Ltd. But that venture faced challenges — the mock meat didn’t quite hit the mark in taste, and sourcing jackfruit consistently proved difficult.
Bananas, on the other hand, were a different story. They’re a beloved staple in Kerala and come with a steady supply chain. Manas’s focus then shifted to perfecting the quality and expanding the variety of banana chips. Beyond Snacks was born out of a desire to offer authentic, premium-quality chips nationwide.
The inspiration for Beyond Snacks struck unexpectedly during one of Manas’s trips when he bought a pack of chips that not only tasted awful but also upset his stomach. This experience highlighted a clear market gap for high-quality banana chips. Manas visited 42 different chip manufacturers and was dismayed to find that not one adhered to the standards of hygiene and cooking practices he expected. Seeing this gap as an opportunity, he set out to create a product that stood for quality and hygiene. Beyond Snacks was launched in January 2020, after months of rigorous research and development.
Getting Beyond Snacks off the ground was made possible with the initial support from 100X.VC, which believed in his vision. Looking back, it’s clear that Manas’s journey from a techie to an entrepreneur has been anything but typical, driven by a desire to innovate and improve upon what’s expected.
Beyond Snack – Vision and Mission
Beyond Snack aspires to redefine snack aisles globally by placing a pack of banana chips next to a pack of potato chips on every retail shelf. At Beyond Snack, the company is passionate about taking Kerala banana chips to the world stage and turning the brand into a go-to snack in every home. Commitment to cleanliness is at the core of Beyond Snack, and the company is all about using top-notch ingredients and the finest bananas to make its chips. Beyond Snack has always aspired to be more than a snack company. The company has been deeply committed to making a positive impact, particularly within the banana farming community.
Beyond Snack’s facilities are strategically placed in rural areas, where the company takes pride in offering employment opportunities and supporting local livelihoods. Looking ahead, Beyond Snack envisions itself becoming integral to daily life nationwide. This vision is deeply rooted in the company’s beginnings and continues to guide its journey.
At Beyond Snack, the company’s mission is to lead the evolution of the banana chips category. Within the next five years, Beyond Snack anticipates a dynamic expansion that will transform banana chips into a mature and sizable market segment. The company expects to see a diverse range of contributors driving growth in market value. As the current frontrunner in this category, Beyond Snack is dedicated to maintaining a significant share of the market and continuing to set the standard as the number one choice for banana chip enthusiasts.
Beyond Snack – Name and Logo
Beyond Snack Kerala Banana Chips Logo
As Beyond Snack developed and refined its product, the company consciously decided to be more than just a snack company. The team saw the vast potential in the Banana value chain to make a real difference. By sourcing directly from farmers, Beyond Snack is in a position to greatly support their livelihoods, and with its factories located in rural regions, the company is helping local communities envision a future with stable, improved incomes.
Beyond Snack is on a path to explore these possibilities and more. The aim is to transcend the typical snack brand image and become something more—something greater. That’s the inspiration behind the name: “Beyond Snack.”
Beyond Snack – Products
Manas has always been drawn to the idea that the right product comes from the right source. That’s why, at Beyond Snack, the company sources its nenthran bananas seasonally, directly from dedicated farmers across Kerala and neighboring southern states. What happens next is a blend of tradition and technology — these bananas are processed in the factory with minimal human touch and then distributed through eCommerce platforms, retail stores, and supermarkets.
Beyond Snack has redefined the cooking process, standardizing each step to reduce the cooking time of sliced bananas to just a tenth of what’s usual for traditional banana chip production. This not only cuts down the oil absorption but also yields chips with 20% less fat than the average banana chip.
But here’s what really sets Beyond Snack apart: bananas are sliced and turned into chips within 24 hours of being plucked from the tree, locking in that unmistakable farm-fresh flavor. Beyond Snack’s chips are lighter on the stomach, with a consistent thinness and crispness that elevate the snacking experience.
Manas Madhu, the Co-founder of Beyond Snack, and his team experienced a pivotal moment at the VAIGA expo, an event organized by Kerala’s Department of Agriculture in Thrissur. Setting up a stall at the expo, they handed out free samples to the crowd. To their delight, many visitors were not just enjoying the samples but were also eager to know if they could buy them then and there. That very night, the call was made to move their stock from Alappuzha to Thrissur to meet the demand. In the span of those five days, they managed to sell products worth Rs 1.2 lakh. It was a real eye-opener for them about the demand for their snacks.
Beyond Snack – Customer Growth and Retention Strategies
Madhu acknowledges that the team was initially cautious about spending on marketing. The priority was to ensure the product had a definite place in the market and a real demand. They focused on validating the product-market fit, aiming for repeat sales, a natural demand, and healthy gross margins. Once evidence of a sustainable and scalable business model was established, the decision was made to invest in marketing. This strategy proved effective in maintaining a low customer acquisition cost (CAC).
In crafting the brand image and consumer perception, Beyond Snack launched its first campaign titled ’24 Carat Taste.’ It’s not just about maintaining visibility; it’s about continuous growth and reaching new customers.
Post ‘Shark Tank,’ a show that significantly increased Beyond Snack’s visibility, more people discovered the brand. It became clear that there was a need to connect with the next tier of customers. This led to the implementation of storytelling campaigns. The goal now is to extend Beyond Snack’s reach beyond the initial audience. Storytelling is considered powerful—it resonates and sticks with people, and that’s what Beyond Snack is leveraging to reach the masses.
Beyond Snack – Challenges Faced
Madhu wanted to shake things up and show that banana chips can be more than just a conventional snack, with innovation in flavor being a key element. The goal behind the newest launch, crinkle-cut Banana Waves available in Cheesy Jalapeno and Sriracha Delight, was to capture the attention of a broader crowd, especially the younger audience who might see traditional banana chips as a tad mundane. Crinkle cuts aren’t just about looks; they offer a more satisfying crunch and hold onto seasonings way better. It’s a simple change that makes a world of difference to the eating experience.
Cheesy Jalapeno and Sriracha Delight – Beyond Snack
Today’s generation loves to experiment, and they’re always on the hunt for the next exciting thing to try. Many brands are dialing into this by offering a myriad of flavors, and the team figured, why not banana chips? Before creating a new product, the R&D team spends a considerable amount of time getting to know the audience and their preferences.
They engage with potential customers to understand their preferences – what draws them in and the kind of flavors they’re chasing after. It’s not just about throwing random new tastes into the mix; the flavor has to hit the right note because taste is the cornerstone of a product’s success.
Previous launches have always been guided by customer insight, and with Banana Waves hitting the shelves, Beyond Snack will be eagerly gathering feedback to ensure they’re on the right track and to see if there’s anything consumers would like them to tweak. While they’ve played around with quite a few flavors, they decided to introduce just these two to start, keen to see how they resonate with the market.
Beyond Snack is testing the waters to see if the audience feels the same buzz about these chips before going big, taking them across India, and eventually, globally. If Cheesy Jalapeno and Sriracha Delight become fan favorites, there are plans to whip up more flavors in the near future.
Beyond Snack – Marketing Campaign
Manas discusses the post-‘Shark Tank’ era, highlighting the launch of their major storytelling venture, the ’24 Carat Taste’ campaign. In this campaign, they play with the idea of comparing their banana chips to 24-carat gold, emphasizing their premium quality. Sterling AG, the creative agency they teamed up with, executed this vision perfectly.
24 Carat Taste | Beyond Snáck
As a burgeoning brand, they were eager to expand their reach. While they could have focused the campaign on the technical aspects—how they ensure the perfect texture, and crunch, and their healthy cooking methods and rigorous quality checks—they recognized that customers are looking for more than just technical details. Customers want to know, at a glance, if the product hits the mark of excellence they’re after.
Opting for brevity and impact, the ’24 carat’ quality of their banana chips became the focal point, aiming to make Beyond Snack synonymous with the gold standard of snacking.
The core message revolves around the idea that, in every category, there’s a gold standard, such as the iPhone in smartphones or Nike in sportswear, and that’s the league Beyond Snack is aiming for in the banana chip game. This idea became the essence they wanted to communicate to their customers.
For this campaign, they decided to stay digital-first but are also setting their sights on OTT platforms for an even broader reach. It’s an exciting time for Beyond Snack, and Manas can’t wait to see how this new chapter in storytelling takes the brand to new heights.
Beyond Snack – Growth
Beyond Snack’s journey has been one of dynamic growth, not just in the range of products but also in reach. Beyond Snack is on the cusp of widening its presence by expanding to over 9,000+ offline retail outlets across 25 cities in 10 states, while also strengthening its online presence.
Reflecting on 2023’s performance, Manas is thrilled to share that Beyond Snack’s revenue has soared, almost doubling since the year’s start. The company is on track to triple last year’s revenue by the end of this fiscal year. It’s an exciting time for the banana chips sector, which is rapidly carving out its niche in the snack world.
A significant part of Beyond Snack’s success is attributed to how the brand has been positioned — as a ‘clean,’ simple, straightforward, and trustworthy choice. While banana chips are familiar to the Indian palate, they have often been lost in the broader category of ethnic snacks. Beyond Snack has managed to give banana chips their own identity, setting them apart from the crowd.
The strategy is straightforward — Beyond Snack is presented as the most reliable and delicious choice for banana chips, adhering to the highest hygiene standards. This resonates with consumers and is shaping the narrative in their favor. The goal is clear: Beyond Snack intends to lead the charge in this burgeoning category, harnessing the full potential of the banana and continuously reimagining this fruit snack in exciting new ways.
Beyond Snack – Funding
Here are the funding details of Beyond Snack:
Date
Stage
Amount
Investors Name
Jul 2023
Pre-series A
$3.5 million
NABVENTURES
Dec 2022
Shark Tank India
₹50 lakh
Aman Gupta and Ashneer Grover
Dec 2020
Seed
$700K
100x.VC + Angel Investors
Beyond Snack – Startup Programs and Grants
The grant provided by the Raftar Agri-Business Incubator has been of significant benefit to Beyond Snack. The company was chosen as one of the startups to participate in the Accelerate program. In the early stages of their engagement, Beyond Snack received a grant amounting to INR 20 lakhs.
Beyond Snack – Competitors
At present, the market is predominantly occupied by unorganized players, accounting for 99% of the sector. However, a gradual transition towards more structured and organized operations is being witnessed. Beyond Snack aims to be at the forefront of this shift, particularly within the banana chips segment.
Banana chips are the primary focus of Beyond Snack, making them the only company in India to specialize in this product line. However, larger brands such as Balaji and Haldiram’s have also included banana chips in their portfolio as a separate category.
Beyond Snack – Future Plans
At Beyond Snack, the company is setting its sights on the coming one to two years to expand distribution, aiming to make products readily accessible in major metropolitan areas and tier 1 cities across India. Additionally, Beyond Snack is on the cusp of introducing a variety of meaningful innovations in its banana chips range to provide consumers with an array of choices. These efforts are strategically designed to enhance household penetration.
FAQs
When was Beyond Snack launched?
Beyond Snack was launched in the year 2020.
Who invested in Beyond Snack in Shark Tank?
Boat Co-founder Aman Gupta and BharatPe Co-founder Ashneer Grover invested in Beyond Snack in Shark Tank.
What was the first campaign of Beyond Snack?
Beyond Snack launched its first campaign titled ’24 Carat Taste.
Sarika Anand
