Tesla’s CEO, Elon Musk, is usually known for his high-profile lawsuits; now, the one with OpenAI (since 2024) is taking a big turn. Elon Musk basically sued OpenAI for going against their original motive, “non-profit mission” (developing AI for humanity, precisely). He claims that the company is restructuring itself to go public. As of August 22, OpenAI still remains a private entity. However, there are reports and discussions supporting Elon’s claims, but nothing is apparently confirmed. Now, what made Elon angry about OpenAI? OpenAI in February 2025 rejected Elon’s offer of $97 billion. In a major twist, OpenAI is dragging Meta into the suit. But why and what for? Learn more.
Why Is OpenAI Pulling in Meta?
After rejecting the offer from Elon Musk, OpenAI lawyers found that Musk spoke to Mark Zuckerberg (Meta’s CEO) about the bid. They suspect the comms include possible financing arrangements or investments. According to OpenAI, Elon is teaming up with Mark to buy out OpenAI.
Timeline OpenAI vs. Elon Musk lawsuit
On February 10, 2025, Musk offered an unsolicited $97 billion bid to acquire OpenAI.
On February 14, 2025, OpenAI rejected the offer.
In June 2025, OpenAI formally requested that Meta provide documents about Musk’s takeover bid.
In July 2025, Meta outright objected to the request.
Now, in August 2025, OpenAI is requesting the court to force Meta to get the relevant documents.
OpenAI specifically wants documents related to communications with Musk and the bid to take over OpenAI
Meta’s Response
In response to the request, Meta’s spokesperson stated that Meta never signed Musk’s letter of intent to buy OpenAI. Additionally, they argued that Musk and AI can directly provide the information themselves. Furthermore, Meta’s internal discussions about OpenAI and its restructuring aren’t related to Musk’s lawsuit.
Why It Matters to OpenAI?
Evidently, Meta is investing heavily in AI. It has already poured $14 billion into scaling its team and research. Mark Zuckerberg hired top OpenAI researchers like Shengjia Zhao, a co-creator of ChatGPT, to build Meta Superintelligence Labs. All of these may indicate if Meta was involved in taking over OpenAI.
Final Thoughts…
The lawsuit is a popular discussion because just a couple of years ago, Musk and Zuckerberg were enemies. The AI boom is bringing them together, setting aside all their differences. OpenAI made its request to the court, and now the court will have to decide what it wants to do.
Mary Ann Davidson stands as an iconic legend in the cybersecurity world. She was the backbone of Oracle’s security framework that led the company’s defense against growing digital threats for nearly four decades.
As Oracle’s Chief Security Officer (CSO) for over two decades, Davidson not only safeguarded one of the world’s largest enterprise software giants but also emerged as the highest-ranking woman in global cybersecurity, a rare feat in a male-dominated industry.
Known for her sharp intellect and unfiltered candour, Davidson built a reputation as someone who never hesitated to call out security flaws, industry shortcomings, or even government policies if she believed they put technology or users at risk.
Davidson’s departure after 40 years at Oracle made global headlines, indicating both the end of an era and the beginning of Oracle’s bold AI-centric restructuring drive in August 2025.
Mary Ann Davidson – Biography
Name
Mary Ann Davidson
Nationality
American
Profession
Cybersecurity Executive, Former Chief Security Officer (Oracle)
Education
BSME in Mechanical Engineering from the University of Virginia MBA in Finance from the Wharton School of Business of the University of Pennsylvania
Military Service
U.S. Navy Civil Engineer Corps Officer
Also Known For
Member of the CSIS Commission on Cyber Security for the 44th Presidency
Mary Ann Davidson – Oracle’s First Chief Security Officer and Cybersecurity Pioneer
Before stepping into the world of enterprise technology, she served as a civil engineer in the United States Navy, where she was recognized with the Navy Achievement Medal for her service. In 1988, she made the transition to Oracle, which is a decision that would define the next 37 years of her professional life. At Oracle, Davidson quickly moved beyond her initial role in product marketing for financial software and found her calling in the company’s secure systems division by 1993. From there, she climbed the ladder to become Oracle’s first-ever Chief Security Officer (CSO) in 2003, a role that cemented her status as one of the most influential figures in cybersecurity.
During her tenure, she was instrumental in shaping Oracle’s industry-leading security systems and processes, ensuring that every line of code was tested for vulnerabilities before reaching customers. For decades, Davidson acted as the company’s guardian against hackers, and her presence became synonymous with Oracle’s “security-first” promise. Her departure in 2025, therefore, came as a shock to both Oracle insiders and the global security community, given how deeply her leadership was woven into the company’s identity.
Her influence wasn’t confined to Oracle alone. Davidson’s work caught the attention of the global press early on. In 2003, Businessweek profiled her rise, charting her journey from a marketing professional to one of the most powerful voices in secure software development. Beyond her corporate role, she also served on the international board of the Information Systems Security Association (ISSA) and was later inducted into their Hall of Fame, which is a recognition reserved for the most impactful figures in the cybersecurity world.
Mary Ann Davidson’s journey at Oracle is marked not just by her pioneering role as the company’s first Chief Security Officer but also by her influential presence in the broader cybersecurity community. According to her official Oracle profile, she represented the company on the board of the Information Technology Information Sharing and Analysis Center, contributing to global efforts in strengthening digital defense.
Beyond Oracle, Davidson has been a respected voice on the international board of the Information Systems Security Association, where her contributions earned her a place in their prestigious Hall of Fame. She also lent her expertise to the Center for Strategic and International Studies, further cementing her reputation as a thought leader in cybersecurity.
Mary Ann Davidson – Larry Ellison’s Go-To Security Expert
Mary Ann Davidson was often regarded as Larry Ellison’s “right hand” when it came to matters of security. In fact, her influence stretched beyond technical oversight; she was the voice ensuring that Oracle’s bold promises on safety were backed by reality. In a 2002 Businessweek interview, Davidson candidly spoke about the pressure of living up to Ellison’s high-profile “unbreakable” marketing campaign. “‘Unbreakable’ gives us something to live up to. It really does concentrate the mind wonderfully.
The general thought is don’t embarrass the company. Nobody wants to be the group that makes us violate it,” she said, highlighting the weight of responsibility her team carried. Not everything in her career was without controversy, though. In 2015, Davidson drew criticism after a personal blog post where she chastised customers for probing Oracle products for vulnerabilities, arguing that such actions wasted her team’s time chasing false positives and breached licensing agreements. The post sparked backlash from cybersecurity researchers and was quickly taken down, with Oracle clarifying that her comments did not reflect the company’s stance or its relationship with customers.
Mary Ann Davidson’s Exit – A Cost-Cutting Move or the Dawn of Oracle’s AI Era?
Mary Ann Davidson’s exit comes at a pivotal moment for Oracle. The company is streamlining costs while ramping up investments in artificial intelligence and cloud infrastructure, and sectors driving its future growth. Though Oracle has not officially commented on her exit, a June filing revealed that Robert Duhart, formerly Chief Information Security Officer at Walmart, has stepped in to oversee day-to-day cybersecurity operations.
Mary Ann Davidson – Legacy and Controversies
Over nearly four decades, Davidson carved out a reputation as one of Oracle’s most influential leaders. She worked hand in hand with co-founder Larry Ellison and played a defining role in the company’s “unbreakable” branding campaign in the early 2000s, underscoring the strength and resilience of its products.
Her tenure, however, wasn’t without bumps. In 2015, she came under fire for a personal blog post that chastised customers probing Oracle software for vulnerabilities and remarks that drew heavy criticism from cybersecurity researchers. The post was swiftly removed by Oracle, which clarified that her views did not represent the company’s official stance.
Despite such controversies, industry watchers agree that Davidson leaves behind a powerful legacy. She not only shaped Oracle’s internal security frameworks but also contributed to shaping broader cybersecurity standards across the tech world.
Oracle Stock and the Road Ahead
Oracle continues to hold steady in the markets. Analysts maintain a Moderate Buy consensus rating on ORCL stock, with 24 Buys and 10 Holds recorded over the past three months. Currently trading at $248.79 per share, the stock is seen as fairly valued, with investors watching closely how Oracle’s renewed AI focus and leadership reshuffle will play out.
Mary Ann Davidson – Awards & Recognitions
ISSA Hall of Fame: Davidson is indeed both an ISSA Fellow and an inductee into the Information Systems Security Association (ISSA) Hall of Fame, confirming her long-standing influence and impact on the cybersecurity profession.
InfoSec’s “Women of Vision” Award: She has been named one of Information Security’s top five “Women of Vision”, a recognition that underscores her leadership and foresight in an industry largely dominated by men.
Federal 100 Award: Davidson is a Federal 100 Award recipient from Federal Computer Week, which is a prestigious honour acknowledging her contributions to government IT and cybersecurity policy.
Navy Achievement Medal: Before her corporate career, she served as a commissioned officer in the U.S. Navy Civil Engineer Corps, during which she earned the Navy Achievement Medal for her distinguished service.
FAQs
Who is Mary Ann Davidson in cybersecurity?
Mary Ann Davidson is a renowned cybersecurity executive best known as Oracle’s first Chief Security Officer (CSO). She spent nearly four decades at Oracle, building its security framework and becoming one of the most influential women in global cybersecurity.
How long did Mary Ann Davidson work at Oracle?
Davidson worked at Oracle for 37 years, from 1988 to 2025, with over 20 years as the company’s Chief Security Officer.
What is Mary Ann Davidson’s educational background?
Mary Ann Davidson’s a Bachelor of Science in Mechanical Engineering (BSME) from the University of Virginia and an MBA in Finance from the Wharton School, University of Pennsylvania.
Shortly after the Indian government’s online gaming bill was approved by both Houses of Parliament, India’s leading real money gaming (RMG) companies, including Dream11 parent company Dream Sports, Gameskraft, Mobile Premier League (MPL), Zupee, and Nazara-backed PokerBaazi, started to stop holding money-related competitions and games on their platforms.
The measure forbids online money games, which are those in which players deposit money either directly or indirectly in the hopes of winning.
All ‘Pay to Play’ competitions on Dream Picks, a newly released fantasy sports app that allows users to create four-player teams and compete in both innings, have been suspended by Dream Sports. Additionally, Dream Play, the company’s casual RMG app, is being discontinued.
Dream11 Suspends Real Money Fantasy Competitions
A notification on the app states that Dream11is suspending all “pay to play” fantasy sports competitions on its platform due to the current developments surrounding “The Promotion and Regulation of Online Gaming Bill, 2025”. The Dream11 app allows users to safely access and withdraw their account balance.
According various media reports, Dream Sports also intends to halt sponsored competitions on its main Dream11 app after the law is notified after the President’s approval. In FY23, the business reported a net profit of INR 188 crore on INR 6,384 crore in operational sales. Dream Sports chose not to respond.
MPL Shuts Down Money-Based Games
The Mobile Premier League (MPL), an RMG platform, announced that it has closed all of its money-related gaming options.
“While new deposits will no longer be accepted, customers will be able to withdraw their balances seamlessly,” stated a spokeswoman. “Regardless of the revenue model, our goal has always been to become the biggest competitive gaming platform globally, and we are still dedicated to giving our Indian users competitive, free-to-play, non-money-based gaming experiences. As we finish the process of shutting down online money games, we will update our community on the following steps,” the representative stated.
On its iOS and Android apps, MPL provides more than 60 games in categories such as board games, puzzles, daily fantasy sports, quizzes, and casual games.
Gameskraft Halts RummyCulture Cash Services
In a stock market announcement on August 22, Nazara Technologies said that Moonshine Technology, the parent company of the online poker platform PokerBaazi, has “ceased offering real money online gaming operations.”
“Moonshine, an affiliate firm in which Nazara owns a 46.07% share, has stopped providing real money online gambling operations out of extreme caution and in accordance with the government’s mandate. After the bill is passed, the corporation will assess its next steps,” the multifaceted gaming and sports media organisation stated.
Additionally, Gameskraft, a Bengaluru-based company, is suspending “Add Cash” and “Gameplay services” on its rummy applications, such as RummyCulture. “In compliance with platform policies, the withdrawal services are still accessible. We wish to reassure users that their money is still secure with us. In order to guarantee complete compliance with the changing legislative framework, this is a preventative action,” a business representative stated in a statement.
Quick
Shots
•India passes Online Gaming Bill 2025,
banning money-based online games.
•Dream Sports suspends ‘Pay to Play’
competitions on Dream Picks & shuts down Dream Play RMG app.
•Mobile Premier League halts all
money-gaming; users can withdraw balances but no new deposits allowed.
•Bengaluru-based Gameskraft suspends
Add Cash & gameplay services on RummyCulture; withdrawals still open.
In the most recent setback to Europe’s attempts to gain market share in the electric vehicle industry, a union spokeswoman told AFP on 21 August that Porsche’s battery manufacturing company would lay off the majority of its employees. According to IG Metall spokesman Kai Lamparter, the Cellforce Group subsidiary would lay off about 200 of its 286 employees.
Union Confirms Layoffs Amid Market Struggles
Official notification has been sent to the authorities, Lamparter added. He went on to say that it is reasonable to believe that notices will be sent out on August 25. A Porsche spokesman declined to comment on claims of layoffs, and Cellforce did not reply to AFP’s request for comment. Typically the most costly component of an electric vehicle, batteries have emerged as a major point of contention for automakers and the larger automotive industry.
China’s Dominance in EV Batteries
However, Chinese battery giants like CATL and BYD have made it difficult for European companies to establish themselves, which has raised concerns about the long-term viability of the continent’s auto industry.
European Battery Industry Under Pressure
Typically the most costly component of an electric vehicle, batteries have emerged as a major point of contention for automakers and the larger automotive industry. However, Chinese battery giants like CATL and BYD have made it difficult for European companies to establish themselves, which has raised concerns about the long-term viability of the continent’s auto industry.
The most well-known battery manufacturer in Europe, Northvolt of Sweden, declared bankruptcy in March. US competitor Lyten is currently purchasing the majority of its assets. In April, Porsche announced it will scrap plans to increase battery production at Cellforce, citing lower-than-expected demand for EVs.
The Stuttgart-based sports car manufacturer itself warned workers in July that its business model “no longer works in its current form” due to intense competition in China, a crucial market, after announcing 1,900 job losses in February.
Layoffs Across the Tech and Auto Industry in 2025
With big companies like Google, Microsoft, and others continuing to reduce their workforces, layoffs in the tech sector are not expected to halt in 2025.
Companies are still cutting employees in an effort to simplify operations, save money, and emphasise automation and artificial intelligence, even though these figures are much lower than the major layoffs that occurred between 2022 and 2023.
Layoffs.fyi, a website that tracks layoffs in the industry, reports that 93 organisations have laid off nearly 23,500 tech workers so far this year, and the number is still growing. Google and Microsoft are apparently contemplating a new round of layoffs, according to the most recent job reduction reports.
According to reports, AI-led restructuring and performance-based terminations are part of the corporations’ goals to increase the effectiveness of their personnel.
Quick
Shots
•Union confirms Porsche’s Cellforce
Group will lay off ~200 of its 286 employees.
•IG Metall spokesperson Kai Lamparter
said notices are expected to go out by August 25.
•Company declined to comment, while
Cellforce did not respond to AFP’s request.
•EU automakers face challenges
competing with China’s CATL & BYD, raising doubts about Europe’s battery
sector.
A rebellious spirit emerged from the sunny shores of Costa Mesa, California, in a society where conformity ruled the streets. In 1966, Paul Van Doren, Gordon Lee, and James Van Doren came together to spark a cultural revolution through the creation of Vans. They had no idea that their bold move would help them establish themselves as one of the most recognizable footwear and clothing companies of all time.
Vans quickly expanded from its modest beginnings in a small storefront, winning the hearts and souls of skaters, musicians, artists, and fans of the counterculture. As the years passed, Vans solidified its legacy with numerous victories and significant turning points.
Driven by unwavering passion and innovation, Vans forged a path of unrivaled success. In 2024 alone, the brand reached an astonishing peak revenue of $2.79 billion, a testament to its enduring appeal and market dominance. With an illustrious history spanning over half a century, Vans has cemented its position as a trendsetter, boasting a significant market share in the footwear and apparel industries.
But Vans’ triumph extends beyond financial figures. The brand’s achievements are etched in the annals of popular culture, as it revolutionized skateboarding footwear, created iconic silhouettes such as the Authentic and the Old Skool, and fostered a vibrant community of enthusiasts.
The key to Vans’ triumph is its clever marketing strategy. By embracing alternative sports and music subcultures, Vans effectively tapped into the pulse of youth culture. Its collaborations with influential artists, sponsorship of extreme sports events, and strategic partnerships catapulted the brand into the limelight, fueling its meteoric rise.
Vans stands as an unstoppable force, combining heritage, authenticity, and creativity to capture the hearts and feet of millions worldwide. Vans continues to push the boundaries of fashion and cultural influence, leaving a lasting impression on future generations with its daring designs, uncompromising quality, and unwavering dedication to the spirit of individual expression.
Vans has captivated a diverse audience with its rebellious spirit and authentic ethos. Its target market includes people of all ages, with a strong emphasis on young people, who account for 75% of its clientele. However, Vans’ appeal extends beyond age, attracting individuals of all backgrounds who share a passion for self-expression and individuality.
With more than 1400 retail locations across 97 nations, Vans has a significant presence internationally. It has a magnetic pull that transcends borders, drawing people from both urban and suburban areas to it.
The shared interests of Vans’ target market include alternative music, sports, and art. The company’s recognizable footwear and clothing are popular with skaters, surfers, musicians, artists, and streetwear enthusiasts. Through collaborations, sponsorships, and partnerships, Vans has built a vibrant community around these subcultures, fostering strong loyalty among its customers. Vans brand positioning focuses on youth culture, creativity, and self-expression, making it a symbol of individuality and lifestyle.
With its universal appeal and cultural impact, Vans has successfully brought together a diverse global audience under the banner of self-expression and individuality.
Vans has become a trailblazer thanks to both its clever marketing techniques and its rebellious spirit. Vans has successfully used the marketing mix to solidify its status as a global force by taking a risky and creative approach. Let’s dive into the components of Vans’ marketing mix and explore how they have contributed to its unrivaled success.
Vans Marketing Mix
Vans Product Strategy
Vans’ extensive line of footwear, clothing, and accessories exemplifies the brand’s gritty aesthetic and skateboarding heritage.Vans consistently pushes the limits of fashion and innovation with its timeless silhouettes, like the Authentic and Old Skool, and its collaborative collections with renowned artists and designers. Vans makes sure that its product portfolio is varied and appealing by catering to the constantly changing tastes of its target market.
💡
Footwear contributes around 60% of Vans’ total revenue, showing its strong dominance in the category.
Vans Price Strategy
Vans adopts a strategic pricing approach that strikes a balance between accessibility and perceived value. The brand offers products at various price points, catering to both budget-conscious consumers and those seeking premium offerings. Vans’ ability to maintain competitive pricing while retaining a sense of exclusivity has been instrumental in attracting a wide range of customers.
Vans Promotion Strategy
Vans has built its brand on the foundation of strategic and captivating promotion. The brand embraces alternative sports, music, and art, aligning itself with influential subcultures. By sponsoring major sporting events, collaborating with artists, and engaging in grassroots marketing initiatives, Vans connects directly with its target audience. Moreover, Vans leverages the power of social media and digital marketing, engaging with millions of followers and fostering a sense of community and brand loyalty.
Vans Distribution and Place Strategy
Vans’ distribution strategy encompasses a combination of retail stores, e-commerce, and strategic partnerships. With over 2,000 retail locations worldwide, Vans ensures widespread accessibility for its customers. Additionally, its robust e-commerce platform enables seamless online shopping experiences. By strategically selecting locations for its retail outlets and forging partnerships with select retailers, Vans maximizes its reach and enhances brand visibility.
Vans’ marketing mix is an excellent example of how to successfully combine high-quality products, clever pricing, alluring advertising, and ease of delivery. Vans’ marketing mix is still a powerful factor in determining the brand’s direction and sustaining its cultural relevance as it continues to develop and innovate.
Vans’ marketing campaigns have made a lasting impact on fashion and youth culture.
The Off the Wall campaign in the late 1970s solidified Vans’ connection with skateboarding culture, showcasing their durable footwear.
The Story of Vans | Vans Marketing Strategy
The Checkerboard campaign in the 1980s established the brand’s visual identity and made the Checkerboard pattern iconic.
More recently, Vans pioneered immersive experiential marketing with House of Vans, creating vibrant spaces for skateboarding, music, art, and street culture. Collaborations with artists and brands like Takashi Murakami and Supreme have expanded Vans’ reach and resulted in highly sought-after products.
Vans and Takashi Murakami | Vans Marketing Strategy
These campaigns demonstrate Vans’ ability to tap into subcultures, foster creativity, and create authentic connections with its audience. By staying true to its roots while innovating and engaging with diverse communities, Vans remains a leader in youth culture and continues to redefine marketing boundaries.
Vans Marketing Strategy
Vans has made a name for itself in the footwear and clothing industries thanks to clever marketing tactics that have connected with consumers around the world. Vans has carved out a distinctive niche in the market by embracing alternative subcultures, encouraging creativity, and adhering to its genuine roots. Let’s delve into Vans’ top marketing strategies:
Embracing Alternative Subcultures
By supporting alternative sports, music, and art, Vans has expertly caught the pulse of teenage culture. Vans has developed a devoted following among lovers of various subcultures by embracing streetwear, skateboarding, and surfing. For instance, the business was able to reach out to its target demographic by sponsoring the Vans Warped Tour, a music event known for its punk and rock-oriented artists.
Collaborations
Vans has had success working with well-known designers, artists, and companies to produce limited-edition collections that spark interest and buzz. Collaborations with artists like Vincent Van Gogh and influential streetwear brand Supreme have resulted in highly coveted products and propelled Vans into the mainstream while maintaining its street credibility.
Vans x Van Gogh Museum – launch | Vans Marketing Strategy
Grassroots Marketing
Vans has a rich history of grassroots marketing, organizing local skateboarding competitions and events that engage with communities directly. By supporting and sponsoring local talent, Vans establishes a genuine connection with its audience while nurturing emerging stars.
Vans Marketing Strategy
Social Media Engagement
Vans has tapped into the potential of social media to interact with its audience, sharing user-generated material on platforms like Instagram and TikTok, showcasing new product launches, and inspiring community involvement. For instance, Vans’ Custom Culture campaign sparked a creative wave and promoted brand loyalty by encouraging fans to create their own Vans shoes and post them on social media.
Authentic Brand Storytelling
Vans has effectively communicated its brand story through compelling storytelling. By highlighting the brand’s heritage, connection to skateboarding, and support for individuality and self-expression, Vans creates a powerful narrative that resonates with its audience. The This Is Off The Wall campaign, featuring real stories of individuals defying norms and pursuing their passions, showcases Vans’ commitment to authenticity and inspires its audience to embrace their unique identities.
This is Off the Wall | Vans Marketing Strategy
Sponsorships and Events
Vans strategically sponsors major sporting events, music festivals, and art exhibitions that align with its brand values. For example, the Vans US Open of Surfing attracts top surfers from around the world and provides Vans with a prominent presence in the surfing community.
Vans US Open of Surfing | Vans Marketing Strategy
Retail Store Experience
Vans’ retail stores offer immersive experiences that go beyond mere shopping. The stores often feature interactive elements, skate parks, and in-store events, creating a vibrant and engaging environment that reflects the brand’s lifestyle. The House of Vans, a series of event spaces worldwide, further enhances the retail experience by providing platforms for live music, art exhibitions, and skateboarding workshops.
Vans also gives back to the community through different social responsibility programs. One example is the Vans Custom Culture Art Competition, started in 2010, which inspires high school students to be creative. Over the years, it has contributed more than $1 million to support art education in the U.S.
Another initiative is Vans Checkerboard Day, which focuses on mental health and well-being. Along with spreading awareness, Vans donated $1 million to 10 charities around the world that use creativity to help people with mental health challenges.
💡
Through initiatives like Custom Culture and Checkerboard Day, Vans has invested over $2 million in social causes.
Influencer Marketing
Vans collaborates with influencers who embody the brand’s values and aesthetics, allowing them to authentically showcase Vans products to their dedicated followers. This strategy expands Vans’ reach and taps into niche communities, such as skateboarding influencers who showcase their skills while wearing Vans.
Vans and Breana Geering, Canadian Professional Skateboarder | Vans Marketing Strategy
Conclusion
Vans is a prime example of successful marketing in a world overrun with companies vying for consumers’ attention. Their bold and innovative strategies, from embracing alternative subcultures to fostering creativity through collaborations, have propelled the brand to global success. From Vans’ strategy, marketers and startups can learn important lessons about the value of authenticity, the significance of connecting with niche communities, and the significance of immersive experiences. By adopting these strategies and infusing your unique twist, you can carve your path to success and create a lasting connection with your target audience. Embrace the rebellious spirit of Vans and dare to disrupt the marketing landscape. Embrace the rebellious spirit of Vans and dare to disrupt the marketing landscape.
Vans’ target market includes people of all ages, with a strong emphasis on young people, who account for 75% of its clientele. However, its appeal extends beyond age, attracting individuals of all backgrounds who share a passion for self-expression and individuality.
What are the top marketing strategies employed by Vans?
Below are the top marketing strategies employed by Vans –
Embracing Alternative Subcultures
Collaborations
Grassroots Marketing
Social Media Engagement
Authentic Brand Storytelling
Sponsorships and Events
Retail Store Experience
Influencer Marketing
How does Vans promote their products?
Vans promotes its products through events, artist collaborations, social media, sponsorships, and ties with youth culture in sports, music, and art.
Japan International Cooperation Agency (JICA), Japan’s governmental agency for official development assistance, announced an investment of $40 million into Aavishkaar Capital’s ‘Global Supply Chain Support Fund’ to support enterprises across Asia and Africa to unlock inclusive and sustainable growth.
The decision was announced in a speech by Japanese Prime Minister Shigeru Ishiba at the “Economic Partnership in Indian Ocean – Africa Forum.” The forum was convened in conjunction with the TICAD 9 (Tokyo International Conference on African Development), which is being held in Yokohama, Japan, throughout the week. The fund is being managed by Aavishkaar Capital, a leading impact investment group which is headquartered in Mumbai, India.
Utilizing JICA’s upcoming contribution to the Fund, Aavishkaar Capital, as a fund manager, provides credits to private corporates operating in Africa, India and other parts of emerging Asia. These investees are involved in a variety of international business supply chains, including those in agriculture, food processing and manufacturing. JICA’s commitment aims to support small and medium-sized enterprises (SMEs) whose businesses have a significant social and environmental impact.
By investing in the Global Supply Chain Support Fund, JICA will help the Aavishkaar Capital expand into the emerging markets of Africa and Asia, after India, thereby contributing to the development of the wider Indian Ocean region and the global supply chain.
The Global Supply Chain Support Fund (GSC Support Fund) was set up in partnership with KfW, a German state-owned development bank, and is the 8th Fund of Aavishkaar Capital that aims to invest in emerging corporates across the global south, driving them toward global success through bespoke non-dilutive capital solutions. The fund invests in businesses that operate across global supply chains and in sectors that have a significant climate and social impact. The GSC Support Fund has already made 8 investments across Asia and Africa.
Speaking at the event, Mikio Hataeda, Senior Vice President, JICA, said, “We are honoured to invest in the Aavishkaar Fund, with which JICA has a long-standing relationship and has achieved significant impact in India. By investing in the fund and entering a new chapter of collaboration with the Aavishkaar Group, we hope to elevate the well-established India-Japan partnership and further strengthen our commitment to impact investment in Africa and Asia.”
Talking about the investment, Vineet Rai, Founder, Aavishkaar Group and Managing Partner, Aavishkaar Capital who also delivered a short speech at TICAD, said, “We are honoured to welcome JICA’s strategic investment in our Global Supply Chain Support Fund targeting the global south. This collaboration builds upon a decade of our relationship and reflects the long-standing tradition of Indo-Japan economic cooperation. Together, we are committed to advancing shared values of sustainable growth and transformative opportunities for SMEs across the African & Asian continent and look forward to a long and an impactful alliance.”
Monu Jain, Partner, Aavishkaar Capital, said, “With JICA’s catalytic support, we aim to scale the Global Supply Chain Support Fund’s reach across Asia and Africa, empowering SMEs with growth capital to build resilient-, climate & social Impact aligned – supply chains that can thrive in global markets.”
The investment by JICA will accelerate Aavishkaar Capital’s vision in supporting ambitious and innovative enterprises to generate livelihoods, create climate impact, and empower communities across emerging markets.
About JICA
Established, by a specific law, as an incorporated administrative institution under the Government of Japan, the Japan International Cooperation Agency (JICA) aims to contribute to the promotion of international development cooperation, as a sole Japanese governmental agency in charge of ODA implementation, the world’s largest bilateral development agency, works as a bridge between Japan and emerging countries, and provides assistance in forms of loan, equity investment, grant and technical cooperation so that the emerging countries can strengthen their capabilities.
About Aavishkaar Capital
Aavishkaar Capital is an impact fund manager focused on the Global South. A pioneer in adopting an entrepreneurship-based approach to scaling businesses for impact, Aavishkaar Capital’s strategy has enabled its investee companies to impact over 136 million lives. The firm invests in sectors such as Sustainable Agriculture, Financial Inclusion, and Essential Services across India, Emerging Asia, and Sub-Saharan Africa.
Aligned with 13 out of the 17 Sustainable Development Goals, Aavishkaar Capital has raised eight funds, delivering commercial returns with approximately USD 550 million in assets under management. It serves as the impact investing arm of the Aavishkaar Group, a broader impact platform with operations in Microfinance, MSME Lending, and ecosystem development across India, Emerging Asia, and Sub-Saharan Africa. Aavishkaar Group, with its mission to bridge the opportunity gap for the emerging 3 billion, currently manages over USD 1.3 billion in impact assets.
Counterfeiting is a growing threat across the FMCG, pharma, and automotive industries, and traditional safeguards are no longer enough. In this exclusive interaction with StartupTalky, Mr. Padmakumar Nair, Founder and CEO of Ennoventure, discusses how smart, tech-driven packaging is reshaping brand protection. He shares insights on invisible signatures, consumer behavior trends, and the role of AI in detecting anomalies. He also talks about market expansion strategies, data privacy, and the future impact of blockchain and quantum computing. Above all, he highlights how Ennoventure is creating a secure, connected ecosystem that goes beyond authentication to build consumer trust.
StartupTalky: With counterfeiting continuing to challenge industries like FMCG, pharma, and auto parts, how do you see the demand for smart, tech-driven brand protection evolving over the next few years?
The market has witnessed a significant rise in counterfeit products, particularly across sectors like FMCG, pharmaceuticals, and automotive spare parts. Brands are increasingly recognizing that traditional anti-counterfeiting measures such as holograms, barcodes, watermarks, and serial numbers are no longer foolproof, as they can be easily replicated.
In response, a notable shift is underway: brands are moving from conventional to intelligent packaging solutions. These next-generation packaging systems safeguard product authenticity, build consumer trust, strengthen brand loyalty, and drive repeat purchases. The future of brand protection lies in tech-enabled smart packaging, solutions that go beyond security to serve as dynamic platforms for data-driven decision-making. By enabling real-time tracking of counterfeit hotspots and facilitating consumer engagement at the point of authentication, these solutions empower brands to be proactive.
Looking ahead, the goal goes beyond merely detecting counterfeit products and aims to establish a connected, intelligent ecosystem that eliminates them at the source.
StartupTalky: Your patented technology offers invisible signatures embedded within packaging artwork. How has the adoption rate across industries like FMCG and automotive evolved over the past year, and what usage metrics or KPIs best capture this impact?
Over the years, we have witnessed a growth in brands across the FMCG and automotive industry adapting to our invisible signature technology, as the brands are cautious about how counterfeited products can cause economic and reputational risks. However, the needs of FMCG and automotive manufacturers remain different. The FMCG space is focusing on real-time consumer-level verification, and in the automotive industry, OEMs are adopting our solutions to ensure the authenticity of their aftermarket spare parts to maintain safety standards. We track KPIs by tracking the number of scans conducted, user engagement, and the reduction in counterfeit cases.
StartupTalky: With Ennteract offering detailed analytics on scan behaviour, what are some of the most surprising consumer patterns or geographic insights you’ve uncovered from product scans?
With thousands of product scans across markets, Ennteract, our consumer intelligence platform, has revealed some truly eye-opening insights. One of the most surprising patterns we have witnessed is the high volume of scans coming from Tier 2 and Tier 3 cities, where consumers are actively verifying product authenticity even more than in some urban centers. This challenges the assumption that tech-enabled engagement is largely limited to metro audiences.
Geographically, we have observed unexpected counterfeit hotspots emerging in regions previously considered low-risk. For example, certain areas and transit hubs show disproportionately high scan activity, often correlating with unauthorized distribution channels or grey market movement. These insights are invaluable for brands, helping them realign their logistics and enforcement strategies.
From a consumer behavior standpoint, the data has shown a growing demand for transparency, not just on authenticity, but also on product origins, certifications, and usage instructions. Consumers are engaging with packaging as an information gateway, not just a protection layer.
Ennteract doesn’t just expose counterfeits, it empowers brands to deeply understand where their products are being scanned, how consumers interact with them, and what motivates that interaction. This intelligence helps brands make smarter decisions around market expansion, targeted campaigns, and even packaging design.
StartupTalky: Your authentication solution requires no capital investment or process overhaul. Can you share a recent case where this ease of deployment influenced a brand’s decision to onboard Ennoventure, possibly with before-and-after data?
One of the leading global mobility giants recently signed up for our covert brand protection technology as it was seeing a 20-30% hit in topline revenue in certain markets, which was a direct result of counterfeiting. In an attempt to tackle counterfeiting, the brand had previously adopted a few legacy anti-counterfeit solutions, but they did not work because they were visible and easily manipulated. That’s when it chose to go with our disruptive new approach to anti-counterfeiting, our invisible signatures, which could be seamlessly integrated on product packaging with no process changes, and no capital expenditure. Moreover, these signatures enabled an easy authentication process for all the stakeholders via a simple smartphone scan.
StartupTalky: Are you focusing more on growing in the US and Europe right now, or are there upcoming plans to expand faster in places like India and the Middle East? What market factors are guiding this?
Yes, we are focusing more on growing in the US and Europe currently. We are guided by multiple factors:
Our expansion strategy is shaped by a combination of market readiness, regulatory environments, consumer behavior, and the urgency of counterfeiting threats.
In developed markets like the US and Europe, stringent regulations around product authentication, serialization, and supply chain integrity, especially in pharmaceuticals and consumer goods, are strong drivers. These regions also have higher digital maturity, with brands actively seeking advanced, data-driven solutions that integrate seamlessly without disrupting manufacturing processes.
On the other hand, markets like India and the Middle East are witnessing a sharp rise in counterfeiting incidents alongside rapid digital adoption. In India, growing consumer awareness, government initiatives promoting digital verification, and the ubiquity of smartphones make the ecosystem ideal for our non-intrusive, smartphone-enabled authentication. Similarly, in the Middle East, a strong focus on brand reputation, regulatory modernization, and cross-border trade dynamics is opening doors for secure, tech-enabled packaging solutions.
Ultimately, we are guided by the intersection of regulatory push, consumer demand for authenticity, and the need for scalable solutions that deliver both security and business intelligence. These are the indicators we track as we scale across geographies.
StartupTalky: Vyu, your consumer-facing app, is configurable and brand-aligned. How are brands leveraging this to drive post-scan engagement or loyalty, and what percentage of your client base has opted for such customisation?
With our Vyu app, brands can drive post-scan engagement at the point of authentication in several ways, including:
Personalized content: Brands use Vyu to share relevant information such as how-to videos, usage instructions, or sustainability messaging, enhancing consumer trust and product value.
Loyalty programs and rewards: Verified scans can trigger discounts or exclusive offers, encouraging repeat purchases and long-term loyalty.
Localized campaigns: Based on scan data, brands can launch region-specific campaigns or offers, adding a personalized layer to every interaction.
Vyu goes beyond authentication, it helps brands turn every scan into a touchpoint for building deeper, more loyal customer relationships. Some of our clients have opted for this customisation.
StartupTalky: How do your clients typically measure ROI from using Ennoventure’s platform, and what do you believe sets your solution apart in a space crowded with QR codes and visible authentication tools?
In a space saturated with QR codes, holograms, and other visible authentication tools, what sets Ennoventure apart is our invisible, non-intrusive, and cloud-based approach to brand protection.
Unlike QR codes or overt markers that can be duplicated or tampered with, our patented technology embeds a cryptographic signature directly into the packaging artwork—without altering the design or requiring any changes to the manufacturing process. This signature is invisible to the naked eye and can be authenticated instantly using any smartphone, making it secure, discreet, and easy to scale across geographies and product lines.
Another key differentiator is the intelligence layer we provide through our Ennteract dashboard, which is our analytics platform. Every scan feeds into a real-time dashboard that offers brands actionable insights on consumer behavior, grey market activity, and potential counterfeit threats.
Moreover, our configurable front-end app, Vyu, allows brands to customize the post-scan experience, turning authentication into a powerful engagement tool that drives loyalty, education, and feedback loops. Hence, with our platform, clients not just get access to real-time actionable insights around counterfeit activity but are also able to drive post-scan engagement.
We are not just providing a tool to detect counterfeits, we are offering a smart, connected ecosystem that helps brands protect, engage, and grow in a digitally empowered marketplace.
StartupTalky: What role does AI play beyond just encryption in your platform, for example, in anomaly detection, counterfeit tracking, or real-time market feedback loops?
AI plays a foundational role across our platform, far beyond just encryption. While our patented encryption secures product authenticity, it’s AI that brings intelligence, adaptability, and strategic value to the entire ecosystem.
For instance, in anomaly detection, our AI algorithms analyze scan data points to identify unusual patterns, such as unexpected scan volumes in low-distribution regions, sudden spikes in verification failures, or geographically dispersed activity that doesn’t align with official supply chains. This enables brands to spot and act on counterfeit activity or grey market distribution in real time.
AI also powers real-time market feedback loops. By analyzing consumer interactions, such as frequency, location, and content engagement post-scan, brands gain granular insights into what’s resonating with customers and where trust gaps may exist. This intelligence can then be used to refine marketing campaigns and product positioning.
AI transforms Ennoventure’s platform from a passive authentication tool into a dynamic intelligence engine, one that continuously evolves to help brands protect, engage, and grow smarter.
StartupTalky: As a SaaS company operating in the brand protection domain, how do you foresee emerging technologies like blockchain or quantum computing intersecting with your roadmap in the next 3–5 years?
As a SaaS company focused on securing brands and supply chains, we see emerging technologies like blockchain and quantum computing playing an increasingly critical role in shaping the future of brand protection in the coming future. As global regulations evolve and demand for transparent supply chains intensifies, we foresee a broader integration of blockchain to build immutable e-pedigrees, strengthen audit trails, and support compliance in sectors like pharmaceuticals, FMCG, and automotive. This will allow brands to track every touchpoint in the product journey with full confidence, while also offering consumers proof of authenticity in a decentralized, tamper-proof format.
Quantum computing, while still nascent, presents both a challenge and an opportunity. On one hand, it will eventually redefine security standards by potentially breaking conventional encryption. On the other hand, it opens the door to far more advanced cryptographic algorithms and faster data processing. At Ennoventure, we are closely monitoring developments in quantum-resilient cryptography and plan to future-proof our encryption methodologies as this technology matures.
Ultimately, our focus remains on delivering scalable, non-intrusive, and intelligent brand protection. Emerging technologies like blockchain and quantum computing will serve as powerful enablers, helping us build more transparent, secure, and responsive platforms for the brands of tomorrow.
StartupTalky: From a leadership perspective, how have you navigated the challenges of scaling a deep-tech solution across culturally and operationally diverse markets like the US, India, and the Middle East?
Scaling Ennoventure across such diverse markets has been a balancing act between standardizing our deep-tech platform and deeply localizing our engagement approach. The core tech—encrypted, invisible signatures embedded into products —remains globally consistent. But how we position and deploy it changes.
From a leadership standpoint, we built the company on four key principles:
zero disruption to packaging lines
invisible & highly secure solution
smartphone-powered & exponentially scalable
real-time, scan-level analytics
These made adoption easier across operationally diverse environments.
We’ve invested in local teams who understand the cultural and regulatory nuances because deep-tech may be global, but trust is always local.
After making headlines as SpaceX’s youngest engineer, a 16-year-old youngster is now entering the banking industry. After joining SpaceX shortly after graduating with a degree in computer science and engineering at the age of 14, Kairan Quazi has chosen to accept a new position with Citadel Securities in New York City.
He contributed to production-critical systems that managed how satellites directed their beams to deliver internet access throughout his two years of employment on the Starlink project. His efforts helped to increase Starlink services’ dependability and speed.
From SpaceX to Wall Street
Quazi made the decision to depart SpaceX and pursue a career in financial technology in 2025. He will now work as a quantitative developer for Citadel Securities, a worldwide trading company that handles roughly 35% of US retail stock trades.
After two years at SpaceX, Quazi told Business Insider that he felt prepared to take on new challenges and broaden his skill set in a different high-performance setting. Citadel’s “ambitious culture” and access to a “completely new domain” were what drew him in, he continued. Quazi turned down offers from large tech businesses and AI research laboratories in favour of financing.
Why He Chose Finance Over Big Tech?
He gave Business Insider an explanation for his choice, saying that quantum finance offers a unique blend of intricacy and intellectual challenge that AI research also delivers, but at a far faster rate. Instead of months or years, as is the case in many study settings, he will be able to observe quantifiable impact in a matter of days. He will be working on creating technologies at Citadel that facilitate rapid international trade.
Early Career & Academic Achievements
Before graduating from college, Quazi started his career early by working as an intern at Intel Labs when he was ten years old. In 2022, he was also employed at Blackbird.AI. His interest in finance was influenced by his mother’s job in mergers and acquisitions.
Challenges at a Young Age
Quazi’s age has presented difficulties despite his accomplishments. He attacked LinkedIn’s 2023 decision to ban his account for being underage as “illogical, primitive nonsense,” pointing out the difference between being permitted to work at SpaceX and being denied access to a professional networking site.
Family & Influences
Kairan Quazi was raised in a tech- and finance-related family in the San Francisco Bay Area. His father, Mustahid Quazi, is a chemical engineer, and his mother, Jullia Quazi, is employed on Wall Street. Early academic exposure sparked Quazi’s interest in technology, computer science, and mathematics.
He graduated from Las Positas College with an Associate of Science in Mathematics at the age of eleven. He earned a degree in computer science and engineering at the age of 14, making him the youngest graduate in Santa Clara University’s 170-year history.
Quick
Shots
•Kairan Quazi, a 16-year-old
Bengali-American, became the youngest engineer at Elon Musk’s SpaceX.
•Worked on Starlink systems to boost
satellite internet speed and reliability.
•He has now joined Citadel Securities
in New York as a Quantitative Developer.
•Chose finance over Big Tech & AI
labs for faster real-world impact and new challenges.
When it comes to the cosmetic industry, consumers are always concerned about the process that is followed while manufacturing the products. This is why the world is seeing a new era of cosmetic products that are organic, produced in a natural way, and free of toxins and other chemicals.
The craze for these organic products is palpable simply because they mean no harm to our skin, hair, gut, and ourselves in general. Leveraging this drive for organic products, Mamaearth has catapulted itself into a promising startup in the cosmetics industry that comes with the American Made safe Certification, the first nontoxic seal for the products in use today.
Mamaearth was founded in September 2016 by Ghazal Alagh and Varun Alagh to make skincare routines a little chic but with utmost care. Headquartered in Gurgaon, Haryana, India, Mamaearthis distinguished in the cosmetics industry of India as an online platform that offers natural and toxin-free skin care products.
Here’s diving into the Success Story of Mamaearth, where we will also discover about the Founders and Team of the company, Mamaearth’s Startup Story, History of Mamaearth company, Mission and Vision, Revenue Model, Funding and Investors, Acquisitions, Growth, Partnerships, Challenges, Competitors, Awards, and more.
Through an innovative product line, Mamaearth has tried to solve a common Indian parenting problem. In a country where most of the baby products available do not meet safety regulations, Mamaearth offers products that are safe by international standards and loaded with the goodness of nature.
Mamaearth company is often hailed as the 1st Asian brand with a “MADE SAFE” certification. The products that the company brings to the masses are free of all known toxins that are banned in most countries. More than being just a commercial brand, Mamaearth takes pride in making products out of love and care.
Mamaearth – Industry
According to the report analysis of Statista, the Indian personal care market is predicted to increase significantly in 2024, reaching a value of US $14.31 billion. The news report’s extensive findings suggest a probable annual growth rate of 3.34% (CAGR 2024–2028).
This forecast highlights the tenacity of the sector and the ongoing need for personal hygiene goods in the Indian market. The report sheds light on the expected trends and dynamics that will shape the future landscape of the personal care business in India, offering industry stakeholders useful information.
Mamaearth – Founders and Team
Mamaearth Co-Founders Ghazal Alagh and Varun Alagh incorporated Honasa Consumer Private Limited in 2016 and then went on to launch the Mamaearth range of toxin-free products in December of that year. The couple had made it their mission to make safe, chemical-free products available to all babies in India. The company has now grown to be an organic product manufacturer for babies, moms, dads, grandparents, and everyone else.
Ghazal Alagh (Co-Founder) and Varun Alagh (Co-Founder, CEO, and Chief Dad) of Mamaearth
Varun Alagh
Mamaearth Co-Founder, CEO, and Chief Dad of Mamaearth, Varun Alagh, is from the FMCG industry. Varun Alagh has a BE in Electrical Engineering from Delhi College of Engineering, followed by an MBA in Finance and Marketing from XLRI Jamshedpur. Varun has previously worked in Hindustan Unilever, Smirnoff, and The Coca-Cola Company, where he managed key leadership roles before founding Honasa Consumer Pvt. Ltd., the parent company of Mamaearth. He is known for the brand management expertise he brings to the table.
Ghazal Alagh is another Co-Founder of Mamaearth who is also known as the Chief Innovation Officer. Ghazal has completed her BCA in Information Technology student from Panjab University. She then served as a Corporate Trainer at NIIT and later on founded Dietexpert in February 2012 before founding Mamaearth under Honasa in 2016.
Ghazal has also completed Intensive courses in Modern Art and Applied Arts from the School of Visual Arts and New York Academy of Art and is recognized as one of the top 10 women artists in India, both nationally and internationally. She was also one of the sharks in Shark Tank India Season 1.
“We are a ‘mum-powered’ company and work with a large number of mothers who are involved in the process, right from ideation, conceptualization to the actual product launch. We believe this connection with mothers will continue to be the biggest driver of success. We have more than 200 young moms on board who help us in conceptualizing and formulating the products. The moms then test these products, and only those with great feedback are approved for mass production,” says Ghazal Alagh.
Mamaearth parent company Honasa Consumer shareholding pattern as of October 2023:
Mamaearth Shareholders
Percentage
Varun Alagh
33.5%
Ghazal Alagh
3.2%
Sequoia Capital
23.4%
Fireside Ventures
10.6%
Stellaris Venture Partners
9.3%
Sofina
9.3%
Evolvence
1.4%
Redwood Trust
0.1%
Angel
5.3%
ESOP Pool
3.8%
Other Investors
0.2%
Total
100.0%
Mamaearth Shareholding
Mamaearth – Startup Story
In the US, there is a strong awareness of the harmful chemicals found in the most commonly used personal care and baby care products. During Ghazal’s stay there, she became more conscious of the kind of products she was using and started checking the ingredients list before buying any baby care item.
When Varun and Ghazal were expecting their first child (the couple was in India at the time), they realized that the baby care products they came across contained harmful toxins and safer alternatives weren’t available. Since the husband-wife duo couldn’t find any safe products for babies in India, they stopped using Indian products and imported reliable products manufactured in other countries.
They eventually started ordering products from the US but that turned out to be a costly and inconvenient arrangement. Besides, they also realized that it wasn’t just them, in fact, there are one too many parents in India who struggled with the same concern.
However, finding no solutions at hand, Varun and Ghazal Alagh researched the ways they can turn baby products safer and more affordable They spent sleepless nights over the founding of a new brand, created a dedicated R&D team for it, and applied for appropriate certifications.
All of these ultimately gave rise to Mamaearth, and it soon became Asia’s 1st brand to offer “MADE SAFE” certified products that were toxin-free and loaded with the natural goodness that babies deserve.
“We are on a mission to reduce parental stress & are continually improving and innovating to make the world a safer place for both babies and their parents,” adds Ghazal Alagh.
Mamaearth – Target Market Size
Mamaearth has segmented its products as follows:
Baby
Beauty
Hair
Face
Body
Gift packs
Mamaearth – Startup Launch
The Mamaearth team believes in mum-power and decided to directly target mothers. The founders were confident that once the customers used Mamaearth products, the word-of-mouth publicity would work wonders for the company. The team also leveraged the power of social media through influencer marketing.
The primary strategy was to resonate with like-minded parents who wanted nothing but the best for their babies. The customer acquisition strategy is purely focused on digital content.
“We want consumers to read about the problems that our products solve and why our products are the best in the market. We work with over 500 mom bloggers. We are also innovating constantly to stay relevant and cater to the dynamic market needs,” said Ghazal Alagh.
The most significant project that helped Mamaearth achieve the growth rate was the lean innovation cycle; it was geared to launch, learn, and scale quickly. Lean innovation helped them focus on customer-specific need identification.
Apart from this, rapid experimentation allowed the validation and improvement of many product concepts on a real-time basis. It aided in increased customer satisfaction and reduced the time-to-market.
Mamaearth – Mission and Vision
We aim to build a brand which is your friend, every parent’s friend. A friend who understands you, knows your issues and tries hard to resolve them, well most of them. A brand which every parent like you and me can trust, which intends to make lives of mums & expectant mums better and beautiful. A brand which welcomes all our babies to a healthy and a safe world. We aspire to take care of every parents & baby’s wellbeing from head to toe with safe, toxin free, international standard products which you can choose without having to think twice. Well it’s a lot like love, Awwww, as mentioned on the “What We Want To Achieve?” section of the Mamaearth website.
The brand aims to solve the recurring problems of young parents with safe, toxin-free, and international standard products, which will help them cherish the joy of parenting without any hassles.
Mamaearth company is an online retailer that specializes in organic products that are best for babies, their mothers, grandparents, and others. It operates under the umbrella of its parent organization, Honasa Consumer Pvt Ltd.
Mamaearth – Product/Services
Mamaearth Products
Mamaearth is focused on babies and others with an exclusive product range that caters to baby care, haircare, skincare, and more with over 300 natural products under its umbrella. Some of the most innovative products developed by Mamaearth include India’s first bamboo-based baby wipes, easy tummy roll-on with Hing and Fennel for colic and digestion relief, and 100% natural plant-based toothpaste for children between 0-10 years.
It also has a range of skin and hair care products around popular natural ingredients such as onion, Ubtan, tea tree, vitamin C, argan, coco, and charcoal.
It has expanded not only to cater to babies but their mothers as well with varied products ranging from sunscreen to stretch mark removal serum. It focuses on all aspects of motherhood. A fan favorite is their onion range of products for mothers.
Mamaearth – Business Model
Mamaearth operates on a clear-cut, open business approach. Under the Mamaearth brand, the company conceptualizes items strategically and works with contract manufacturers to bring them to market. The core of Mamaearth’s operations is conducted online, where it primarily uses direct-to-consumer (D2C) channels including Amazon, Flipkart, and numerous other e-commerce sites.
Mamaearth has also expanded its reach by forging a strong presence in physical retail locations. This all-encompassing strategy guarantees that Mamaearth’s products are available and accessible on a variety of platforms, satisfying the tastes of a broad range of customers.
Mamaearth makes revenue from different resources; some of the prominent ones are:
Product Sales:
Mamaearth’s direct sales of a wide variety of skincare, haircare, and wellness items account for a sizeable amount of company earnings.
Subscription-Based Model:
Mamaearth allows clients to sign up for recurring product deliveries by providing subscription services. As a result, a steady and recurrent revenue stream is produced.
Revenue from advertising:
Mamaearth increases its revenue by making calculated advertising efforts. To promote the company and its products, could involve partnerships, collaborations, online and offline advertising, and sponsored content.
Mamaearth – Challenges Faced
Every organization faces problems in its early years and Mamaearth was no different. Early in its launch, Mamaearth company was hit with a growth hurdle wherein it was not able to expand as desired. The team realized the problem had to do with not being sharp about the target cohort, which lead to futile marketing expenditure coupled with minimal customer acquisition.
The core team did an internal rethinking and arrived at the decision to redefine the target group as well as the communication strategy around the target group. Once the team implements the strategy, significant gains can be seen in a short period.
Another set of problems for Mamaearth was navigating the cosmetics sector, given the intense competition among several prominent players, both Indian and foreign. The operational picture became increasingly complex due to issues like distribution of erroneous items, high cancellation rates, order fulfillment delays, and a lack of inventory tracking.
Notwithstanding these obstacles, Mamaearth showed tenacity and flexibility in confronting difficulties in order to carve out a space for itself in the cutthroat cosmetics industry. Additionally, Momspresso, a parenting news site owned by Mamaearth, faced a significant setback in June 2023 when it reportedly laid off 80 to 100 staff from its brand marketing vertical.
The decision to downsize was attributed to the company’s choice to shut down MyMoney and Momspresso due to escalating losses, as reported by various media sources. Despite these challenges, Mamaearth continues to adapt and navigate the dynamic landscape of the cosmetics industry.
Mamaearth – Funding and Investors
Mamaearth raised a total of $139.2 million in funding over 10 rounds.
Here are the funding details:
Date
Stage
Amount
Investor
December 5, 2023
Post-IPO Secondary
INR 290 crore
Norges Bank
September 15, 2022
Venture Round
INR 6 crore
Shilpa Shetty
December 28, 2021
Venture Round
$37.5 million
Peak XV Partners
July 26, 2021
Series C
$50 million
Sofina Ventures
January 7, 2020
Series B
INR 130 crore
Peak XV Partners
September 10, 2018
Series A
$4 million
Fireside Ventures, Stellaris Venture Partners
April 20, 2018
Venture Round
$250 K
Shilpa Shetty
September 12, 2017
Series B
–
–
December 20, 2016
Seed Round
$125 K
Fireside Ventures
Mamaearth – Acquisitions
Mamaearth has acquired 4 companies to date: Dr. Sheth’s, BBLUNT,Mompresso, and Mompresso MyMoney.
India has six new brick-and-mortar locations of the mother and baby beauty and wellness brand Mamaearth. The brand’s whole line of naturally created products is sold in the new stores, which are spread across a variety of Tier 1 and Tier 2 locales and were launched in June 2023.
Mamaearth Store
The House of Honasa’s Mamaearth range of personal care products opened its first flagship store in August 2023 at Hyderabad’s L&T Metro Mall, Punjagutta. According to the company, the store was designed to display a wide variety of toxin-free personal care items suitable for men, women, and babies.
Mamaearth – Advertisements and Social Media Campaigns
Mamaearth Campaign
In June 2022, Mamaearth released an advertisement for Onion Shampoo featuring Sharmila Tagore and Sara Ali Khan. The commercial, which joins the well-known grandmother and granddaughter, is based on a true story in which Khan, worried about her hair loss, seeks Tagore’s advice from her badi amma.
Mamaearth wants to convey the virtues of the shampoo as well as the brand’s philosophy and product offering through this campaign.
Mamaearth has been awarded the Young Turks Startup of the year category at CNBC-TV18’s India Business Leader Award 2022.
Mamaearth was recognized as “One of the Best Brands” in India at the 2nd edition of The ET Brand Festival in 2019.
Mamaearth – Competitors
Mamaearth faces immense competition, both directly and indirectly from MNCs such as Himalaya andJohnson & Johnson as well as e-commerce portals like Nykaa. There are several companies, including both corporates and startups that boast of several products from the categories like baby apparel, baby toys, and baby accessories, which compete directly with Mamaearth.
On the other hand, the cosmetics industry is dominated by organized players like Johnson & Johnson, Kimberly Clark, Procter & Gamble, and Unilever, which also act as rivals to Mamaearth. Besides, more and more companies are popping up with the toxin-free ideology nowadays and increasing the overall competition of Mamaearth.
Mamaearth’s future plans include significant India expansion into Tier 2 and 3 cities, focusing on broader channel availability and network expansion, introducing new product lines, especially in the INR 99 price category to capture more value-conscious customers, and bolstering R&D through acquisitions like Cosmogenesis Laboratories. The company also aims for global expansion and increasing international exports, creating millions of jobs in the process. Additionally, they are focusing on enhancing their overall profit margins and improving the predictability of their business for faster bottom-line growth
FAQs
Is Mamaearth an Indian Brand?
The Mamaearth company is an Indian unicorn brand and is based out of Gurgaon, Haryana, India. It was founded by Varun and Ghazal Alagh in 2016 to provide toxin-free, natural baby care, skincare, haircare products, and more for babies and everyone else.
Are Mamaearth products good?
Mamaearth proclaims itself as Asia’s first brand to be certified 100% non-toxic by “MADE SAFE”. The ingredients used to manufacture Mamaearth’s products are entirely natural. Thus, they are safe to use.
Is Mamaearth Ayurvedic?
Mamaearth is an innovative brand that uses Ayurveda and science to develop natural, toxin-free products.
Who is the owner of Mamaearth?
Mamaearth founders are Varun Alagh and Ghazal Alagh. However, the majority stakes of the company are with Varun Alagh and Ghazal Alagh, who holds 37.35% of Mamaearth’s stakes.
Is Mamaearth organic?
The products delivered by Mamaearth are 100% natural and manufactured using organic and safe ingredients. Mamaearth takes pride in promoting non-toxic and chemical-free products.
Is Mamaearth vegan?
Mamaearth is certified “cruelty-free” by People for the Ethical Treatment of Animals (PETA). It does not promote or conduct animal testing.
Is Mamaearth Shampoo sulfate-free?
Mamaearth relies on natural ingredients. Its shampoo is sulfate-free and does not harm the user.
Is Mamaearth available in stores?
Mamaearth products can be found in stores. One can also purchase them online at discounted rates.
How do you buy Mamaearth products?
Mamaearth products are sold online at Nykaa, Amazon, and brick-and-mortar medical stores.
Who is Mamaearth manufacturer?
The manufacturer of Mamaearth is Honasa Consumer Limited that also owns other brands: The Derma Co, Aqualogica, Ayuga, BBlunt, and Dr Sheth’s.
The Italian automaker Fiat Automobiles S.p.A., usually referred to as FIAT, is recognized for consistently altering the automotive landscape. The Fiat 4 HP, the company’s first vehicle, came off the assembly line in 1899, and since then, it has grown into a major force in the automotive industry.
Fiat Automobiles became the biggest car manufacturer in Italy after undergoing restructuring in January 2007. It had the honorable title of being the most prominent carmaker in Europe and the third-largest in the world for more than two decades, only being surpassed by General Motors and Ford. But difficulties posed by the crisis in the auto sector in the late 1980s changed the environment.
Fiat Automobiles is a subsidiary of Stellantis, a merger formed in 2021, and operates under Stellantis Italy. Remarkably, Fiat reclaimed the title of the best-selling brand within the Stellantis group in 2022. Globally, it secured the 18th position among the best-selling car brands, with impressive sales figures. Fiat’s success was especially pronounced in Brazil and Italy, its primary markets, where a combined total of 651,000 units were registered, accounting for 56% of its global sales.
The marketing strategies of Fiat played a pivotal role in its triumph. The company’s ability to adapt and cater to the demands of its core markets, coupled with effective brand positioning, propelled its success. Fiat’s growth trajectory is set to continue, with revenue projections reaching an impressive US$164.7 billion in 2024. The market volume is projected to reach US$16,080 million by 2027 with an annual growth rate of 2.15% between 2023 and 2027.
From an international perspective, Brazil, Italy, and Algeria are poised to generate the highest revenue for Fiat in 2024. Fiat sold more than 1.2 million cars worldwide in 2024, making it the top brand of Stellantis. These figures solidify Fiat’s position as a dominant force in the global automotive market, reflecting its commitment to innovation, quality, and customer satisfaction. As Fiat moves forward, it continues to shape the industry, leaving an indomitable imprint on the roads of the world.
Fiat Global Sales Performance Highlights (2024)
The table below highlights Fiat’s year-on-year (YoY) growth, showcasing its performance across key markets and regions.
Region / Market
2024 Highlights
Global (Fiat overall)
1.2M units sold; Stellantis’ #1 brand
Brazil
20.9% share; 521K+ sales; Strada sold 144K units
Italy
190K+ sales; ~10.8% share; Panda sold 102K+ units
Turkey
11.2% share; Egea/Tipo sold 84K+ units
Algeria
62% share; Doblò sold 27K+ units
Global H1 2024
660K+ units sold (↑2.2% YoY); strong regional growth & FIAT Professional gains
Fiat’s target audience consists of young urban dwellers, typically between the ages of 25 and 40, who prioritize style, affordability, and performance in their vehicles. The company is well-known in Brazil and other European nations, as well as in Italy, where it was established and has cultural significance. Fiat focuses primarily on urban regions with many young professionals since its small cars, such as the Fiat 500, are well-suited for navigating congested city streets. By continuing to appeal to its target population with stunning, fuel-efficient automobiles that meet their demands, Fiat can maintain its market presence and appeal.
Fiat has captivated the market with its unique designs and commitment to customer satisfaction. Let’s delve into the elements of Fiat’s marketing mix that have contributed to its remarkable success.
Fiat Marketing Mix
Product
Fiat offers a diverse range of vehicles, including SUVs, sedans, hatchbacks, and commercial vehicles. The company’s portfolio boasts twelve renowned brands, such as Fiat, Alfa Romeo, Lancia, and Ferrari. Fiat’s products cater to various customer preferences, from compact city cars to luxurious models like the Ferrari. This extensive product line showcases Fiat’s commitment to delivering high-quality vehicles that appeal to a wide customer base.
Place
Fiat has strategically established its presence in key markets worldwide. It is well-established throughout North America, South America, and Europe. Brazil is the company’s largest production location, although it also has manufacturing facilities in Mexico, Poland, and other nations. Fiat optimizes the effectiveness of its supply chain and assures prompt delivery to its target customers by strategically placing manufacturing facilities.
Price
Fiat adopts a competitive pricing strategy, striking a balance between affordability and value. As an international brand, Fiat understands the need to remain competitive in the market. While its products exude luxury and sophistication, the company offers reasonable prices, making them accessible to a broader customer base. By aligning its prices with the value it offers, Fiat effectively positions itself in the market and strengthens its competitive edge.
Promotion
Fiat’s promotional efforts extend beyond traditional advertising. The brand has a rich motorsport heritage, participating in rally championships and garnering accolades. Fiat’s success in events like the World Rally Championship and European Rally Championship has elevated its brand image and attracted enthusiasts. Fiat has engaged in sponsorship programs, such as supplying vehicles to the British School of Motoring, further increasing its brand visibility. Fiat advertising focuses on showcasing innovation, stylish design, and affordability to connect with customers worldwide.
Fiat’s marketing mix has been instrumental in its enduring success in the automotive industry. By understanding customer preferences and adapting to market dynamics, Fiat continues to thrive in a highly competitive landscape.
Fiat has successfully executed several engaging marketing campaigns that have resonated with different segments of its target audience. One notable campaign focused on capturing customers’ attention, seeking a fast and compact car with a strong emphasis on functionality.
By positioning their vehicles as more than just tiny cars, Fiat introduced slogans such as 139.6 inches. Everyone tells a Story, and Form and Function meet and begin a Torrid Affair. These creative taglines highlighted the unique features and design of Fiat cars, appealing to individuals looking for a practical yet stylish driving experience.
Fiat Slogan | Fiat Tagline
Fiat recognized the growing demand for environmentally friendlyits vehicles. To capture the attention of eco-conscious consumers, Fiat developed content that catered to broader queries related to city cars and compared their Fiat 500 Cinquecento to competitors like the Toyota Prius and Chevy Volt. They strategically placed witty ad copy at the top of Google search results, boldly asserting that Bigger isn’t better. It’s just harder to park and promote the Fiat as Life’s newest simple pleasure. By showcasing the advantages of its compact cars and appealing to a sense of sustainability, Fiat effectively enhanced its brand reputation among this specific customer segment.
Through these targeted marketing campaigns, Fiat was able to differentiate itself from larger competitors and showcase the unique qualities of its vehicles. The success of these campaigns is evident in the positive response and increased brand recognition among their intended audience.
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Fiat achieved over 1.2 million vehicle sales globally in 2024, making it the best-performing brand in the Stellantis group.
Fiat – Marketing Strategies
In order to establish itself as a major participant in the automobile business, Fiat has adopted a variety of successful marketing strategies. With the use of these tactics, the business has been able to effectively connect with its target market, raise brand recognition, and increase sales. By employing innovative and thought-provoking approaches, Fiat has consistently captivated consumers and remained competitive in a challenging market.
Product Differentiation
Fiat has focused on product differentiation by creating unique and stylish designs that stand out from the competition. For example, the Fiat 500, with its iconic retro design, has attracted customers seeking a distinctive and fashionable vehicle.
Fiat – 500
Emotional Branding
Fiat has leveraged emotional branding to connect with consumers on a deeper level. By portraying their vehicles as more than means of transportation, Fiat has tapped into customers’ emotions. The Life is Best When Driven campaign showcased the joy and excitement of driving a Fiat, appealing to customers’ desire for a fun and exhilarating experience. Fiat branding emphasizes its Italian heritage, innovative design, and balance of affordability with style, helping it stay relatable and recognizable worldwide.
Social Media Marketing
Fiat has effectively utilized social media platforms to engage with its target audience. Through captivating content, interactive campaigns, and influencer partnerships, Fiat has fostered a strong online presence. The My Fiat World campaign encouraged users to share their Fiat experiences on social media, generating user-generated content and increasing brand visibility.
Digital and Event Marketing
Fiat promotes its brand through a mix of digital, event, and collaborative marketing. It uses social media, online ads, and digital platforms to showcase its cars, features, and innovations to a global audience. The company also participates in major auto shows, product launches, and interactive events to create excitement and connect with car enthusiasts. Additionally, Fiat partners with popular personalities, artists, and organizations to amplify its message and build a strong sense of community among its customers and fans.
Sponsorships and Partnerships
Fiat has formed strategic partnerships and sponsorships to expand its reach and connect with diverse audiences. For instance, Fiat collaborated with major sporting events such as the UEFA European Championship, leveraging the event’s popularity to promote their vehicles to a wide range of fans and viewers.
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Fiat held a 20.9% market share, selling over 521,000 units. The Fiat Strada alone sold 144,000 units, making it the best-selling vehicle in Brazil for the fourth year running.
Creative Advertising
Fiat has consistently delivered creative and impactful advertising campaigns. The Letters Are Back campaign showcased the versatility of the Fiat 500X through an innovative and visually striking approach. The campaign used letters and symbols to highlight different features and aspects of the vehicle, capturing consumers’ attention and sparking curiosity.
Targeted Marketing
Fiat has implemented targeted marketing strategies to effectively reach specific customer segments. For example, Fiat’s Motherhood by Fiat campaign aimed to connect with mothers by highlighting the family-friendly features and versatility of their vehicles. By addressing the unique needs and desires of this demographic, Fiat successfully engaged with its target audience.
‘The Motherhood’ feat. Fiat 500L | Fiat UK
Interactive Experiences
Fiat has created interactive experiences to allow customers to engage with their vehicles firsthand. The Fiat Live Store provided customers with a virtual showroom experience, allowing them to explore different models, customize their vehicles, and interact with Fiat representatives in real-time. This immersive approach enhanced customer engagement and facilitated informed purchasing decisions. Fiat customization allows customers to personalize their cars with unique designs, features, and accessories that match their style.
Sustainability Focus
Fiat has embraced sustainability and incorporated it into its marketing strategies. The Blue and Me campaign highlighted the eco-friendly features of Fiat vehicles, appealing to environmentally-conscious consumers. By showcasing their commitment to reducing environmental impact, Fiat effectively captured the attention of individuals seeking greener transportation options.
Fiat’s marketing strategies have positioned the brand as a leader in the automotive industry. These strategies have allowed Fiat to connect with diverse audiences, evoke emotions, and highlight the unique features and benefits of their vehicles.
Fiat’s marketing strategies serve as a powerful source of inspiration for marketers and start-ups alike. By studying and learning from Fiat’s marketing strategies, marketers and start-ups can gain valuable insights into how to effectively engage customers, build brand awareness, and drive business growth. So, take a page from Fiat’s playbook and harness the power of creativity, differentiation, and customer-centricity to propel your own marketing endeavors to new heights. Embrace these strategies and watch as your brand captivates audiences and secures a strong position in the market.
FAQs
What is the target audience of Fiat?
Fiat’s target audience consists of young urban dwellers, typically between the ages of 25 and 40, who prioritize style, affordability, and performance in their vehicles.
Name the top famous slogans of Fiat.
139.6 inches. Everyone Tells a Story and Form and Function Meet and Begin a Torrid Affair are two of the most famous slogans of Fiat.
