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  • Amul Case Study – History & Present of The Taste of India

    Amul is an Indian dairy cooperative society based out of Anand that lies in Gujarat. The word ‘Amul’ is derived from the Sanskrit word ‘Amulya’ which means priceless or precious. This case study on Amul discusses the history of Amul, its business model, revenue, and the key factors behind Amul’s success.

    Founded in 1946, Amul is managed by the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), a cooperative body that comprises 3.6 million milk producers of Gujarat today.

    Amul started India’s White Revolution that made India the world’s biggest maker of milk and milk products. Amul was founded by Tribhuvandas Patel under the direction of Sardar Vallabhbhai Patel, the first deputy prime minister of India.

    The Kaira District Milk Union Limited was then conceived in 1946. Tribhuvandas headed the organization until his death in the 70s. He spoke to Dr. Verghese Kurien in 1949 and persuaded Dr. Kurien to assist in the mission of the White Revolution. Dr. Verghese Kurien is widely considered the founder of Amul.

    Amul – Latest News
    Amul – About and Company Highlights
    Amul – History and The White Revolution
    Amul – Founders and Owner
    Amul – Business Model and Organization Structure
    Factors that led to Amul’s Success
    Amul – Marketing Strategies
    Amul – Revenue and Growth

    Amul – Latest News

    May 9, 2021 – On the occasion of Mother’s Day, Amul dedicated a new doodle to all the mothers. It features Amul’s mascot feeding milk to a child in a bottle.


    May 7, 2021 – The suspension of  IPL 2021 attracted a series of memes across various platforms. Amul hopped on this trend and shared a topical on this regard that has gone viral all over the internet. The creative topical of Amul reads – India Postpones League!


    April 18, 2021 – Gujarat Co-operative Milk Marketing Federation Ltd (that markets Amul brand) reached out to AAR on the flavored milk taxable under GST. The brand deals with flavored milk products Amul Kool/Amul Kool Café. Thereby, the Gujarat Authority for Advance Ruling (AAR) said – “Flavored milk is basically ‘beverage containing milk’ and will attract 12% GST”

    March 11, 2021 – Amul submitted a plan to The Government of India with an aim to make India a global hub for mozzarella cheese exports that are made from buffalo milk. It is planning to invest around INR 200 crore.

    Amul – About and Company Highlights

    Brand Amul
    Founder Verghese Kurien, Tribhuvandas Kishibhai Patel
    CEO R.S. Sodhi (30 Jun 2010 – Present)
    Founded December 14, 1946
    Headquarters Anand, Gujarat
    Website amul.com
    Amul Full-Form Anand Milk Union Ltd.
    Revenue INR 38,550 crores (US$5.4 billion), 2020
    Managed by Gujarat Co-operative Milk Marketing Federation Ltd.

    Amul Case Study

    Amul – Founders and Owner

    Verghese Kurien and Tribhuvandas Kishibhai Patel founded Amul. R S Sodhi is the CEO of Amul since June 30, 2010.

    Amul is a cooperative brand managed by a cooperative body, the Gujarat Co-operative Milk Marketing Federation Ltd (GCMMF). Today, it is jointly owned by 36 lakh milk producers in Gujarat, and the apex body of 13 District Milk Unions spread across 13,000 villages of Gujarat.

    father of the white revolution
    Amul Founder – Verghese Kurien

    Verghese Kurien – Biography

    Amul Founder Dr Verghese Kurien
    Born 26 November, 1921
    Birthplace Kozhikode, Kerala, India
    Nationality Indian
    Died 9 September, 2012
    Place of Death Nadiad, Gujarat, India
    Life-span 90 years
    Education University of Madras; Michigan State University
    Profession Social Entrepreneur
    Founded Amul, National Dairy Development Board (NDDB), Institute of Rural Management, Anand (IRMA)
    Secured Position General Manager & later Chairman of NDDB and IRMA
    Also known as Milkman of India; Father of the White Revolution of India
    Spouse Molly Kurien
    Daughter Nirmala

    Tribhuvandas Kishibhai Patel – Biography

    Amul Founder Tribhuvandas Kishibhai Patel
    Born 22 October 1903, Bombay Presidency
    Died 3 June 1994, Anand
    Founded Amul, Tribhuvandas Foundation
    Party Indian National Congress
    Awards Ramon Magsaysay Award for Community Leadership, Padma Bhushan

    Verghese Kurien | Founder | Amul Dairy | IRMA | Chairman at NDDB |
    Verghese Kurien was appointed as the Founder-Chairman of National DairyDevelopment Board (NDDB), headquartered at Gujarat, India. NDDB is aninstitution of national importance established by an Act of Parliament of India.He established the dairy coooperative, Kaira District Cooperative MilkProduc…
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    Amul – History and The White Revolution

    Here’s a brief analysis of Amul’s history and how Amul contributed to the White Revolution. Amul cooperative was registered on 19 December 1946 as a reaction to the exploitation of local milk producers by the dealers and the agents of the main dairy of that time, the Polson dairy. The price of milk was randomly determined. The government had given monopolistic rights to Polson to collect milk from Kaira dairy farmers and supply it to the city of Mumbai.

    Agitated by this treatment, the farmers of Kaira approached Sardar Vallabhbhai Patel under the administration of their leader Tribhuvandas K. Patel. Sardar Patel advised them to frame an organization, i.e., Kaira District Co-usable Milk Producers’ Union (KDCMPUL), and supply milk directly to the Bombay Milk Scheme rather than relying on Polson. He sent Morarji Desai to sort out the issues faced by the farmers.

    Milk collection was decentralized as most of the makers were minor farmers who could provide 1–2 liters of milk each day. Cooperatives were framed for every town.

    By June 1948, KDCMPUL had begun pasteurizing milk for the ‘Bombay Milk Scheme’. Under the leadership of Tribhuvandas Patel, Amul celebrated its 25th Anniversary in 1973 with Morarji Desai, Maniben Patel, and Verghese Kurien.

    Amul Case Study - Amul's First Milk Plant in Anand (Amul History)
    Amul’s First Milk Plant in Anand

    The cooperative was additionally created and headed by Dr. Verghese Kurien with H.M. Dalaya. Dalaya’s innovation of making skimmed milk powder from buffalo milk for the first time in the world and then making it on a commercial scale with Kurien’s help led to the first modern dairy of the cooperative at Anand (Gujarat). It competed against many established market players.

    Within a short period, the success at the cooperative’s dairy spread to Anand’s neighborhood in Gujarat. Thus, five unions in other districts like Mehsana, Banaskantha, Baroda, Sabarkantha, and Surat were set up by following the approach sometimes referred to as the ‘Anand pattern’.

    In 1970, the White Revolution of India began. In 1973, the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), an apex marketing body of these district cooperatives, was set up to combine forces and expand the market while saving on advertising and avoiding internal competition. The Kaira Union, which had the brand name Amul with it since 1955, transferred the name to GCMMF.

    Since then, GCMMF has become the largest food products marketing organization in India. It is the leading organization of dairy cooperatives in Gujarat. GCMMF is responsible for the exclusive marketing of products falling under ‘Amul’ and ‘Sagar’ brands.

    Over the last five and a half decades, dairy cooperatives in Gujarat have created an economic network that links more than 3.1 million village-manufactured milk products with millions of consumers in India.

    On September 30, 2018, Prime Minister Narendra Modi inaugurated Amul’s chocolate plant in Mogar, Anand near its headquarters.

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    Amul – Business Model and Organization Structure

    Amul pursues a unique plan of action in which ‘esteem for cash’ items are given to its purchasers while securing the premiums (as a proprietor) of the milk-producing farmers who are its providers. As milk is a transient item, the rancher could endure a misfortune on the off-chance that it isn’t sold before the part of the bargain.

    Amul’s business model is described below:

    Amul Case Study - Amul Business Model
    Amul Business Model

    Structure of the Organization

    The cooperative model used by Amul came to be known as the “Anand design” cooperative framework. It is a three-level structure that involves town social orders, region-level dairy associations, and a state-level organization. Every level is financially free of the others and involves agents selected from the level below it.

    It is fairly simple to understand. When one person does not have enough funds to generate the required capital for the company, other members with the same intention pool their resources together to make a whole organization that has substantial capital. The cooperative model is highly advantageous as it ensures faith in the brand. Even banks prefer to loan money to cooperative businesses over individual ownership. Today, Amul constitutes 30 Lakh farmers from all over India.

    Situated in the town of Anand, the Kaira District Milk Cooperative Union (Amul) has grown exponentially. It held hands with other milk cooperatives in Gujarat and now covers 2.12 million farmers, supporting 10,411 towns’ milk. It focuses on fourteen area-level plants (associations) under the general supervision of GCMMF.

    Since the beginning, there was an assumption that this activity would directly profit and change poor farmers and add to the improvement of society. Markets, at that point and even today, are crude and poor in the foundation. Amul and GCMMF recognized that improvement and development couldn’t be left to market powers and that proactive intercession was required.

    Two key necessities were distinguished. –

    • First, that continued development for the long haul would rely upon coordinating free market activity. It would require an overwhelming interest in the synchronous advancement of providers and customers.
    • Second, the powerful administration of the system and business feasibility would require proficient administrators and technocrats.

    The Three-tier Model of Amul

    Amul is a brilliant organization that works with simplicity yet perfection. It follows a three-step process where each body functions effectively. The three tiers include:

    • Village Dairy Cooperative Society – Each manufacturer is a part of the village dairy cooperative society that is a community for manufactures.
    • District Milk Unions – Village Dairy Cooperative Society members elect their representatives who together form District Milk Union.
    • State Milk Federation – This federation is responsible for the distribution and selling of products in the market.

    Amul as the Umbrella Brand

    The system pursues an umbrella marking technique. Amul is the basic brand for most item classifications created by different associations: fluid milk, milk powders, margarine, ghee, cheddar, cocoa items, desserts, frozen yogurt, and consolidated milk. Amul’s sub-brands incorporate variations, for example, Amulspray, Amulspree, Amulya, and Nutramul.

    The palatable oil items are assembled around Dhara and Lokdhara, mineral water is sold under the Jal Dhara brand while natural product beverages bear the Safal name. By demanding an umbrella brand, GCMMF skillfully maintained a strategic distance from association clashes and created an open door for the patrons to coordinate in creating items.

    Amul’s Development of Products

    Amul’s item improvement was driven both by the soul of the cooperative framework and productivity. Being a farmers’ cooperative, Amul was focused on purchasing all the milk offered by the former. The transitory idea of milk made it important for Amul to process the surplus milk and enter new item classifications as the generation expanded.

    Margarine and Butter

    Propelled in 1955, margarine was one of the main milk items offered by Amul. It was additionally the first run-through Amul effectively tested on the authority of a built-up brand. Amul uprooted Polson to rise as the undisputed pioneer in margarine advertisement.

    Cheese and Cheddar

    GCMMF propelled cheddar in 1959 followed by cheddar powder in the mid-1970s. The notoriety of cheddar expanded during the 1980s.

    Milk and UHT Milk

    Amul was the market chief in the Gujarat entire milk showcase with a 90% piece of the pie in 2002; aside from providing milk to parts of Maharashtra and Rajasthan.

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    Factors that led to Amul’s Success

    The Amul Girl (The Amul Advertising Campaign)

    In 1966, Amul hired Sylvester da Cunha, the managing director of an advertising agency, to design an ad campaign for Amul Butter. DaCunha designed the campaign as a series of hoardings with topical ads that related to day-to-day issues. It was popular and earned a Guinness World Record for the longest-running ad campaign in the world.

    In the 1980s, cartoon artist Kumar Morey and scriptwriter Bharat Dabholkar were roped in for sketching Amul’s ads. But Dabholka rejected the trend of using celebrities in advertisement campaigns. Dabholkar credited chairman Verghese Kurien for creating a free atmosphere that encouraged the development of the ads.

    The Amul girl is the advertising mascot used by the company to promote the brand. The brand has been cleverly using the cartoon figure in its longest-running ad campaign. The Amul girl is used to insert an element of humor into its print ads.

    Indians have liked Amul’s advertisements and the brand has seen higher customer engagement. The brand recall value for Amul increased. The Amul girl advertising campaign is often described as one of the best Indian advertising concepts.

    Amul’s Innovation

    Amul has constantly been innovating, be it launching new products, creative marketing campaigns, or challenging traditional societal trends to come up with better ones. As mentioned, Amul in the 1960s became the first brand in the world to make skimmed milk powder from buffalo milk.

    Also with its three-tiered cooperative structure, Amul transitioned from traditional operations to a more cost-efficient and effective structure. For its continuous innovation, Amul won the “CNN-IBN Innovating for Better Tomorrow Award” and “World Dairy Innovation Award” in the year 2014.

    Efficient Supply Chain of Amul

    Amul follows a three-tier cooperative structure. It consists of a dairy cooperative society at the village level that is affiliated with milk unions at the district level which in turn get federated to a milk federation at the state level. Milk is collected at the village dairy society, obtained and processed at the district milk union, and marketed at the state milk federation.

    The greatness of this model lies in the fact that Amul was the first company to follow this model. It was reciprocated all over the country under ‘Operation Flood’ in the 1970s. The model ensures that there is efficiency and swiftness in operations. With this, the Amul model has helped India become the largest milk producer in the world.

    Coordinating Nature of Amul

    Amul follows the ‘branded house architecture’ way wherein whatever it promotes is done under a common brand name – Amul. The prime focus is on promoting the parent brand rather than individual products; this helps Amul gain more brand visibility and spend lesser on marketing and advertising costs.

    Given the enormous number of associations and substances in the inventory network and decentralized duty regarding different exercises, successful coordination is basic for effectiveness and cost control. GCMMF has understood this procedure well and accomplishes the level of control.

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    Amul – Marketing Strategies

    The first time I came across Amul was when the catchy tune of ‘Amul Doodh Peetha Hai India’ rang from the television. I was, maybe 6 years old. Thirteen years later, I still encounter some variation or the other and it evoked memories as always. Some brands are, for a long time successful, but few managed to touch our hearts. Let’s take a look at the various Marketing Strategies of Amul –

    Amul Case Study
    Amul Marketing Strategies

    Amul – Revenue and Growth

    Amul’s revenue stood at INR 38,550 crores (US$5.4 billion) in 2020. The Gujarat Cooperative Milk Marketing Federation Ltd., responsible for marketing Amul milk and dairy items, revealed a 13% expansion in its turnover to Rs 33,150 crores in the year finished March 31, 2020. The Amul gathering’s turnover surpassed Rs 45,000 crores which are 13% higher than a year ago, i.e., in 2019.

    The Amul Federation has accomplished a compound yearly development pace of over 17.5% for as long as nine years because of higher milk obtainment, extension in business sectors, and the dispatch of new items.

    FAQs

    What is Amul’s Full form?

    It stands for Anand Milk Union Limited. Amul is an Indian dairy cooperative society based in Anand (Gujarat). The word ‘Amul’ is derived from the Sanskrit word ‘Amulya’ which means priceless or precious.

    What is White Revolution and who started it?

    The white revolution was the initiative responsible for the growth of milk production in India and encouraged the production and use of Indian dairy products. Amul started India’s White Revolution, which made India the world’s biggest maker of milk and milk products. Dr. Verghese Kurien is known as the ‘Father of the White Revolution’ in India.

    What was the effect of the White Revolution?

    White Revolution made India the biggest manufacturer of milk and milk items. It additionally diminished the acts of fraud and malpractices by milk dealers and traders.

    How was Amul founded or when did Amul start?

    Amul cooperative was registered on 19 December 1946 as a reaction to the exploitation of local milk producers by the dealers and the agents of Polson dairy.

    Who is Amul’s Owner?

    Amul is owned by Gujarat Cooperative Milk Marketing Federation, Ministry of Cooperation, Government of Gujarat

    Who is the founder of the Amul brand?

    Dr. Verghese Kurien and Tribhuvandas Kishibhai Patel are considered as the Founders of Amul. Tribhuvandas headed the organization until his death in the 1970s. He got in touch with Dr. Verghese Kurien in 1949 and persuaded Dr. Kurien to help with the mission.

    What does Amul mean?

    It stands for Anand Milk Union Limited. The word ‘Amul’ is derived from the Sanskrit word ‘Amulya’ which means priceless or precious.

    What is the mission statement of Amul?

    The mission statement of Amul revolves around the company’s aim of providing remunerative returns to the farmers. It also serves the interest of the consumers by providing quality products, which offer good value for money.

    Where is the headquarters of Amul?

    The headquarters of Amul is in the Anand district of Gujarat.

    What is the Amul product life cycle?

    The Amul product life cycle consists of 4 stages, which are Introduction, Maturity, Growth and Decline.

  • Top 13 OTT Platforms In India | Best Video Streaming Platforms

    Gone are the days when TV or movie theatres were the only way to absorb video content. India has seen a tremendous rise in the consumption of video content on various online platforms in the last couple of years. The major reason behind this exponential growth is often attested to deeper internet penetration and ever-increasing smartphone usage. Today, there are many articles on OTT platforms which justify why such mediums are better than cable TV. OTT (over-the-top) platform subscription is pocket-friendly, and then there’s the comfort of using such platforms anytime, anywhere.

    Low cost and efficient mobile recharge packages along with good internet connectivity have permitted both rural and urban populations to consume video content at an alarming rate.

    OTT platforms provide online content in different genres. Netflix, Amazon Prime, and ALT Balaji are some extremely popular OTTs.

    With so many streaming platforms to choose from these days, it can be difficult and tedious to choose the appropriate one. The one that not only broadcasts all of your favorite series and movies, but also all of the documentaries that are currently trending. However, with so many alternatives to pick from, it might become a little daunting.

    Hundreds of streaming platforms flooded the Indian market during the pandemic. The market is becoming increasingly saturated as every corporation develops its own streaming platform. But which streaming services are most popular in India? What companies have unlocked the streaming market’s code of dominance? Now that you’re interested, we’ve compiled a list of the Top 10 Streaming Platforms in India, which are both popular and well-liked.

    Reasons For Tremendous Growth In OTT Platform Usage
    Growth And Future Of OTT Platforms In India
    Top OTT Platforms In India
    Disney+ Hotstar
    Amazon Prime
    Netflix
    Voot
    ZEE5
    SonyLIV
    ALTBalaji
    MX Player
    JioCinema
    Eros Now
    Airtel Xstream
    Viu
    TVFPlay
    Conclusion
    FAQs

    Reasons For Tremendous Growth In OTT Platform Usage

    Freshly Brewed Content

    OTT platforms provide brand new and freshly brewed content in different genres and languages. These OTT platforms consider unique and risky concepts to create video content. The topics are a breeze of fresh air for Indians and deviate significantly from the video content people are used to. And such content doesn’t fail to entice the audience. Language is no longer a barrier as there is video content for almost every language, making OTTs universally accessible.

    Affordable And Cheap

    Providers charge nominal rates thereby making video streaming affordable for most of the economic sections in India.

    Screening Movies Before Television Screening

    Movies are now being released on these platforms way before their television screening. Hence, people don’t need to wait for movie ticket bookings and stand in long queues. Moreover, the concept of first-day, first-show is slowly losing its charm due to OTT platforms.

    Free Subscriptions on OTT Platforms

    Top OTT platforms lure the audience through the freemium subscription policy or by providing a free trial for a month. For example, Disney+ Hotstar allows users to access some shows for free whereas the premium shows are paid. On the other hand, APV and Netflix allow users to try their services for free during the initial months of subscription.

    No Interruptions

    The shows on such platforms are usually ad-free, making it a pleasant experience for the viewers. Users don’t have to see the same advertisement again and again and can enjoy the show without any interruption.

    Video On Demand

    Unlike TV, you don’t have to carry a remote and set-top box to enjoy your favorite video content. With the help of these OTT services, you can watch your favorite shows anytime and anywhere.

    Limited And Quality Video Content

    Unlike the Indian video content, these OTT platform services have shows restricted to a limited number of episodes rather than going on for several years. The content keeps the youth addicted to such platforms. Also, the content is not based on cliche storylines and abstains from the repetition of themes, something that’s often witnessed in TV-based video content.

    Download And Watch Later

    OTT services don’t maintain any particular time slot for shows and series, unlike TV. This permits people to have their own schedule for watching on such platforms. The option of downloading from OTT providers allows the audience to not sit idle in case of poor internet connectivity.

    Other smaller (yet expanding) OTT platforms in India are Voot and TVF Play. YouTube is also planning to launch an original content platform.

    Growth And Future Of OTT Platforms In India

    OTT subscriber base in India
    OTT subscriber base in India

    According to a recent PWC report, smartphone penetration in India is expected to reach around 99% by 2022. And at the same time, OTT platforms are expected to grow at a CAGR of 22% by 2022 to around INR 6000 crores. With such a huge user base comprising a large number of smartphone consumers under the age of 35, OTT platforms will focus more on youth-friendly content. Another factor helping in the tremendous growth of OTT platforms in India is the rising level of disposable incomes, i.e., an average Indian consumer can spend more amount on his enjoyment today as compared to a few years back. Shows and movies in local languages (Tamil and Telugu are some examples) have attracted people from various fronts to these platforms; the reason being unlimited movies and shows in their mother tongue at dirt cheap rates.

    It’s not that such platforms have content only for the youth; they offer something for the kids, the elderly, and every other age group.

    Internet data consumption per minute has also come down. Sometime back, streaming a two and a half hour movie required 1GB of data for 360p quality. Nowadays 800MB is sufficient for the same movie in 480p quality. Thus, the streaming quality has improved with the decrease in data consumption. People can now watch two movies by consuming just 1 GB or 1.5 GB of data.

    Price also plays a dominant factor; Amazon Prime saw a larger user base than Netflix in 2016 because of this factor. Amazon Prime charges INR 129 per month for unlimited access while Netflix charges INR 800 for its premium quality content. So, OTT platforms must work on a framework to provide maximum benefits at minimum cost, a tough nut to crack but a necessary one to lure the Indian audience.

    Top OTT Platforms In India

    Disney+ Hotstar

    Users Worldwide: 103.6 Million
    Users In India: 25 Million
    Price: Starts at Rs 399/Year

    Disney Hotstar - Top OTT Platform In India
    Disney Hotstar – Top OTT Platform In India

    Disney+ Hotstar launched in India in April 2020. It’s a partnership between Disney and Hotstar, Star India’s streaming service. As a result, it includes all of the Disney+ content as well as the original Hotstar content. In India, it presently has 28.5 million members, making it the most popular streaming service. The exclusive Disney material and inexpensive pricing of Rs 399/year for the lower-tier subscription plan appeal to younger people looking for a less expensive source of entertainment, especially during the pandemic.

    Disney+ Hotstar is another over-the-top media service in India. It is a Star Network product that was launched in February 2015. Disney+ Hotstar has swiftly become one of the largest video-on-demand platforms in the country. Disney+ Hotstar is the only platform where the best TV shows from around the world, movie premieres, live sports, and events are consolidated. It has several user-friendly features such as an adaptive video playback experience which automatically adjusts according to the available bandwidth, the creation of playlists, and the availability of content for download. Users can consume Disney+ Hotstar content on the go with the best viewing experience.

    Amazon Prime

    Users Worldwide: 200 Million
    Users In India: 38 Million
    Price: Starts at Rs 329 for Three Months

    Amazon Prime Video - Top OTT Platform In India
    Amazon Prime Video – Top OTT Platform In India

    Amazon Prime Video was first introduced in India in 2016. It now has over 38 million unique users in India, demonstrating its widespread popularity. The streaming service has a lot of great shows and movies, like The Boys, Mirzapur, The Family Man and so on. Around 200 million people use Amazon Prime Video worldwide, and the figure is growing every day. What makes it even better received is the low pricing of Rs 329 for a three-month subscription and Rs 164 for those aged 18 to 24.

    A year after the launch of Netflix in India, Amazon Prime Video also made its entry in the country. According to the director of content at Amazon Prime Video (India), India accounts for the highest number of Prime members in the debut year, growing fastest among the 16 countries that the platform is present in. India is a price-sensitive country and at Amazon Prime’s low-priced subscription fee, it gives the users great value for money.

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    Netflix

    Users Worldwide: 203.66 Million
    Users In India: 3 Million
    Price: Starts at Rs 199/Month

    Netflix - Top OTT Platform In India
    Netflix – Top OTT Platform In India

    When it comes to Netflix, there isn’t much that has to be said. It’s something that everyone has heard about. With over 203.66 million customers globally, it is one of the largest streaming platforms in the world. Netflix first arrived in India in 2016 and has since released several of the ‘Netflix India Originals.’ Sacred Games, Mismatched, Masaba Masaba, and many others are among the most popular. In India, Netflix now has over 3 million members, and this figure is steadily increasing.

    It is a US-based video streaming company that is now available in India at a starting subscription price of INR 199 per month (goes up to INR 800 per month) after a free month of trial. While most of the OTT service platforms follow a mix of advertising-led and subscription fee-based business models, Netflix, in keeping with its global strategy, is free of advertising in India.

    Voot

    Users In India: 100 Million
    Price: Starts at Rs 99/Month

    Voot - Top OTT Platform In India
    Voot – Top OTT Platform In India

    Voot was introduced by Viacom 18 in 2016 to showcase all of its TV series as well as the most latest episodes. It was totally free, and there was no need to subscribe or pay to view the content. In March of last year, Viacom 18 launched Voot Select, an online service that, unlike the previous platform, Voot, required a membership. Some episodes and movies are still available for free, but some exclusive series and movies are only available to subscribers. Voot Select has around 1 million paying subscribers. It charges Rs 99 for a one-month subscription and Rs 999 for an annual subscription.

    Voot is a video-on-demand platform that is a part of the digital arm of Viacom18. Viacom18 is one of India’s largest growing media networks. The platform provides its audience with a vast range of content choices and preferences. It has a pool of 45,000 hours of content which includes COLORS (Hindi), Viacom18 Motion Pictures, MTV, Nickelodeon, and MTV Indies. It offers the biggest TV Shows, Blockbuster movies, Toons, and VOOT originals.

    Voot’s aim is to capture the digital video landscape with its fresh and new-age content without any premium cost. One of the major attractions of the platform is its original content while it covers a plethora of categories like dramas, comedies, spoofs, and everything else.

    ZEE5

    Users Worldwide: 310 Million
    Users In India: 100 Million
    Price: Starts at Rs 42/month

    ZEE5 - Top OTT Platform In India
    ZEE5 – Top OTT Platform In India

    ZEE5 is an online streaming service owned by Zee Entertainment Enterprises. It went into effect in February 2018. Although it is a free service, there is now a ZEE5 Premium option that allows you to watch many exclusive movies and series for Rs 299 for three months. ZEE5 has content in 12 different languages that make it worth the money. And it claims to have 32 million paid subscribers and around 100 million active users. ZEE5 has recently partnered with TVF for streaming movies and shows.

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    SonyLIV

    Users Worldwide: 98 Million
    Users In India: 80 Million
    Price: Starts at Rs 99/Month

    SonyLIV - Top OTT Platform In India
    SonyLIV- Top OTT Platform In India

    Sony Pictures Networks India launched SonyLiv in January 2013. It is a free service but also has a premium version and the subscription starts at Rs 99 per month. It has a ton of shows and movies to choose from with no disturbance from ads. SonyLIV currently has around 5.5 million subscribers. It offers many popular shows, like Girls Hostel, Welcome Home, Maharani, and many others.

    SonyLIV is bound to be present in the list of the top OTT media services. It has been developed by Multi-Screen Media. It has a mix of both free and premium content and has partnered with SPI International to showcase seven more international television channels across different genres (in addition to the existing five channels). SonyLIV’s premium content comes at a subscription cost of INR 99 per month. It offers viewers shows from the Sony stable – SONY, MAX, and SAB. Apart from enabling viewers to watch the latest shows, Sony LIV also allows subscribers to watch the re-runs of old episodes, movies, and special events.

    ALTBalaji

    Users In India: 76 Million
    Price: Starts at Rs 100 for Three Months

    ALTBalaji - Top OTT Platform In India
    ALTBalaji – Top OTT Platform In India

    ALTBalaji was launched in April 2017 and is owned by Balaji Telefilms Ltd. It is well-known for catering to an Indian audience in particular, with daily soaps and exclusive movies and series. It has around 76 million active monthly users and around 5 million paid subscribers. It is a paid service, but you can get a free trial of seven days and can watch all the content on the platform. And the subscription starts at Rs 100 for three months. That’s a great price if you are looking for a cheap service platform.

    ALT Balaji is an ad-free subscription-based service which is the product of film and television production house, Balaji Telefilms Ltd. It provides 32 original shows in Hindi, Bengali, Tamil, and Gujarati at a subscription price of INR 300 per year. With this platform, Balaji wants to venture into clutter-breaking content and offer something for everyone. It is offering entertaining video content to both Indian residents and those living abroad.

    Top OTT Platforms in India

    MX Player

    Users Worldwide: 280 Million
    Users In India: 148.8 Million
    Price: Rs 370

    MX Player- Top OTT Platform In India
    MX Player- Top OTT Platform In India

    The MX Player started in India as a video player. It was launched in 2011 but was re-launched in 2019 as the streaming platform. It began in India, but in 2020, it expanded its service and is now available in many countries, including New Zealand, Nepal, the United States, the United Kingdom, Bangladesh, Canada, Australia, and Pakistan. It has around 280 million users worldwide. And it contains shows like Aashram, Bullets, Dangerous, and many others. It is a free service, but MX Player Pro is a paid version that offers exclusive content without any ads and is priced at Rs 370.

    JioCinema

    Users In India: 100 Million
    Price: Free

    JioCinema- Top OTT Platform In India
    JioCinema- Top OTT Platform In India

    JioCinema is a streaming service from Jio Platforms, which was launched in 2016. It is free for Jio sim users and contains a great number of shows, films, web series, and documentaries. It has about 100 million users in India and the number keeps growing every day.

    Eros Now

    Users Worldwide: 221.5 Million
    Users In India: 148 Million
    Price: Starts at Rs 49

    EROS Now- Top OTT Platform In India
    EROS Now- Top OTT Platform In India

    Eros Now is a streaming platform launched in 2012 and is owned by Eros Digital. It has plenty of Indian movies and web series for its viewers. And the best thing is that the streaming service begins at Rs 49 in India. Eros has about 180 million users worldwide and 30 million paid viewers.

    Airtel Xstream

    Users in India:
    Price: Rs 49/Month

    Airtel- Xstream- Top OTT Platform In India
    Airtel- Xstream- Top OTT Platform In India

    It is a streaming service provided by Bharti Airtel. It was released in September of 2020. It’s a free service for Airtel Sim users, but you need to sign up for a plan if you want to watch the content as a non-Airtel user. The price is Rs 49 per month for non-Airtel users.

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    Viu

    Users Worldwide: 36 Million
    Users In India: 5 Million
    Price: Starts at Rs 99/Month

    VIu- Top OTT Platform In India
    VIu- Top OTT Platform In India

    Viu is a streaming service provided by Hong Kong-based Viu International Ltd. It features many films, shows, and series, mostly Korean and Indian. It is offered throughout Asia, Africa, and the Middle East. It has about 36 million users worldwide and 5 million users in India. The price starts at Rs 99 a month and is quite popular among the Indian audience.

    TVFPlay

    Users In India: 9.8 Million
    Price: Free

    TVF- Top OTT Platform
    TVF- Top OTT Platform In India

    ‘The Viral Fever’ also known as TVF is an online streaming platform that provides tons of original content for free. Its shows like ‘Permanent Roommates’ and ‘TVF Pitchers’ have pushed a lot of fans towards the platform and are a big hit among the fans. And the best part is that it’s free.

    In India, there is no scarcity of streaming options these days. There is something for everyone as more and more companies develop their streaming platforms. You can make your selection based on price and the type of series and movies you wish to watch.

    Conclusion

    India is a huge market for OTT platforms, so offering different plans to satisfy a diverse user base with different income levels is the only solution for faster absorption and growth. Focusing more on Indian-friendly content would be another plus point for OTT providers. For now, it can be said that Indians will continue to drift towards these platforms, though television would still remain an important commodity in India. There still exists a section of the population that doesn’t have access to smartphones and internet. Moreover, the older generation prefers the television over OTT platforms for entertainment.

    FAQs

    What is a Streaming Platform?

    A streaming platform is an online entertainment service that provides on-demand access to TV series, movies, and other streaming material.

    What is the meaning of OTT?

    OTT stand for over-the-top. It is a means of providing television and film content over the internet on request.

    What is an OTT Service?

    Over the top, or OTT, refers to any streaming service that transmits content over the internet.

    Is Netflix an OTT?

    Netflix is a popular OTT (over-the-top) service that provides users with content such as movies and TV series.

    How many streaming platforms are there in India?

    In India, there are around 40 suppliers of over–the–top media services (OTT).

    What is the future of OTT in India?

    Future of OTT in India: A rise of OTT platforms in India is expected to grow at a CAGR of 22% by 2022 to around INR 6000 crores. With such a huge user base comprising a large number of smartphone consumers under the age of 35, OTT platforms will focus more on youth-friendly content.

    What are the top 10 OTT platforms in India?

    Here are the Top 10 OTT platforms in India:

    • Amazon Prime Video
    • Netflix
    • Disney+ Hotstar
    • Voot
    • ZEE5
    • Sony LIV
    • MX Player
    • ALT Balaji
    • Eros Now
    • JioCinema

  • Zee5 Partnership with TVF: Changing The OTT Landscape

    Punit Goenka, MD, and CEO of Zee Entertainment Enterprises Ltd (ZEEL) are in charge of growing the company’s foreign footprint to 173 countries and 1.3 billion viewers. His foresight and expertise in the field of new media have propelled the organization to worldwide prominence today.

    Punit Goenka examines the media conglomerate’s progress in FY2019, the development of digital video viewership, ZEE5’s good performance, and much more in his address to ZEEL’s shareholders.

    The following is a copy of his address:

    “FY19 was another year of outstanding overall performance. In a short period, ZEE5 had amazing growth, and our Domestic Broadcast company solidified its leading position. The film and music industries have grown in size thanks to the solid foundation they’ve laid. International and live enterprises have taken steps to prepare for a new growth phase. The company’s operating success resulted in a positive financial outcome. We’ve had phenomenal growth over the previous few years, but we’re aware of the changes taking place around us and the opportunities they bring. We’re putting in the work to stay on track and flourish in this changing environment.”

    ZEE5- Evolution and Growing Stage
    ZEE5- Building New Competencies to Maintain Growth
    ZEE5- Adapting in New Digital World
    ZEE5- Emerging as Fastest Growing OTT
    Conclusion
    FAQs

    ZEE5- Evolution and Growing Stage

    By continually increasing its content offering, ZEEL has evolved from a single-channel network to a multi-faceted entertainment content firm. Until recently, television was the primary means of disseminating fresh content to the general public. Our growing industries, such as digital, movies and music, and live events, present us with new touchpoints for reaching consumers as well as access to previously untapped audiences. This has given content consumption new dimensions, allowing us to experiment with new genres of material and build formats tailored to smaller audiences.

    To take advantage of this new potential, we have dramatically increased our content efforts. The distribution landscape is developing in tandem with the increasing content repertoire, as audiences consume information across different devices and platforms. We’re forming collaborations with new-age content distributors, gadget manufacturers, and other digital actors to expand the reach and engagement of our goods.

    ZEE5 Partners with TVF

    ZEE5- Building New Competencies to Maintain Growth

    In this changing environment, we must adapt our procedures and build new competencies to maintain growth and capitalize on new opportunities. Changes in the television distribution landscape, as well as an increase in the share of direct to consumer firms, particularly digital, provide us more insight into customer favorites. While consumers have always been at the centre of content development, these insights will help us provide better service to them. To harness consumer insights for content production and product design, we’re investing in data and analytics capabilities.

    Even conventional tasks like marketing and customer service are changing dramatically, and we are preparing our workers to succeed in this new environment.

    ZEE5- Adapting in New Digital World

    As the internet’s reach expands and consumers spend more time-consuming information, digital video viewership continues to soar. User-generated and TV content, which is funded through advertising, have been the main drivers of development thus far. I believe that the material created by digital platforms will fuel the next phase of growth. The subjects, talent ensembles, and production value of these series set them apart and have piqued the interest of a group of viewers who previously found TV shows to be too slow. Digital platforms will be able to drive subscription models as they scale up their production of original content. Younger audiences, mainly from urban regions, were among the first to adopt SVOD, and digital material reflects their preferences. As more people pay for content, the number of options available will grow to meet the needs of a wide range of users. Bundling of SVOD with telecom and other services, tiered pricing, and payment innovation would be crucial to growing the paid subscriber base in a market with low ARPU and resistance to online payments. Though advertising is presently the primary source of digital money, I believe subscription will become a long-term revenue generator.

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    ZEE5- Emerging as Fastest Growing OTT

    ZEE5- Fastest growing OTT
    ZEE5- Fastest growing OTT

    In a saturated Indian industry, It is thrilling to see ZEE5 emerge as one of the fastest-growing OTT platforms, with 61 million monthly users within a year of introduction. The strength of ZEE5’s content inventory has been the key driver of its growth. The website, which is powered by India’s largest television network, is used by millions of people to catch up on their favourite web series and movies. ZEE5 is committed to investing in content to establish SVOD leadership, and it has already established itself as India’s largest producer of digital content with over 60 original episodes and movies. Consumers have an additional reason to visit ZEE5, regularly thanks to our growing library of commercial and specialized films in 12 languages. ZEE5 has established itself as the go-to entertainment destination thanks to a vast and differentiated content collection. The significant connections that ZEE5 has with significant participants in the digital ecosystem will help it improve its position even more.

    In India, television is the primary source of entertainment and continues to expand in terms of reach and engagement. Although 50 million families have purchased a television set in the last four years, a third of Indians (100 million households) have not, providing an expanded runway for growth. Constantly improving material selections and quality across languages has resulted in an increase in time spent. The new tariff regulation has increased the value proposition of television for customers by allowing them to choose and pay for the programming they want. It also permits broadcasters to set their prices for their material, which encourages innovation. The significant shift in content distribution dynamics posed several difficulties, making the transition to the new regime unequal. However, once the change is complete, all stakeholders will benefit.

    The digitization of the distribution space resulted in proper accounting of the subscriber base, and this tariff order ensures that revenue is distributed fairly across the value chain. This increase in transparency will hasten the growth of India’s subscription business.

    Conclusion

    ZEE5- TVF Shows

    Pitchers Season 2, Tripling Season 3, Humorously Yours Season 3, and other popular titles like Engineering Girls Season 2, The Aam Aadmi Family Season 4 are among ZEE5’s exciting and exclusive news seasons of hugely popular and critically renowned TVF shows. ZEE5 will add 13 fascinating TVF series to its AVOD platform, adding to the platform’s bouquet of content offers of authentic, relevant, and poignant stories. In addition to the current seasons of the mentioned shows, classics such as Permanent Roommates, Tech Conversations with Dad, Awkward Conversations, PA-Gals, Inmates, Weekends, The Insiders, and Zeroes will be available to anyone.

    FAQs

    Which TVF shows will stream over ZEE5?

    • Permanent Roommates
    • Tech Conversations with Dad
    • Awkward Conversations
    • Pitchers Season 2
    • Tripling Season 3
    • Humorously Yours Season 3
    • Engineering Girls Season 2
    • The Aam Aadmi Family Season 4
    • PA-Gals
    • Inmates
    • Weekends
    • The Insiders
    • Zeroes

    Who is Punit Goenka?

    Punit Goenka is the CEO and MD of Zee Entertainment Enterprises Limited (ZEEL).

    Who is the founder of TVF?

    Arunabh Kumar is the founder of TVF (The Viral Fever).

  • How To Start A Media Company In India

    Though there isn’t a textbook definition of a media company, it generally refers to platforms or entities that aggregate, package, and distribute content across mediums such as the internet, television, radio, etc. The successful brands we see today invest heavily in premium quality content to attract new customers and retain the existing ones. Media companies have a significant role to play in the prosperity of such brands.

    With the passage of time, people have gradually shifted from the traditional forms of media to the digital ones. Consequently, media and everything related to it has become more widespread and fragmented. Consumers are now entitled to limitless content on the device of their choice rather than relying on newspapers and television. Websites, blogs, apps, and social media have opened up unforeseen avenues. It’s safe to say that now is the best time to run a media company.

    At the same time, the quest for consumer’s attention has become brutal and requires new strategies and capabilities. Hence, starting a media company is no piece of cake and requires intensive preparation and planning. This StartupTalky post discusses everything you need to know about launching a media company of your own.

    The Indian Media Industry
    How To Start A Media Company
    Registration And Licensing
    Legal Procedure Before Launching
    Conlusion
    FAQs

    The Indian Media Industry

    Indian Media Industry
    Indian Media Industry

    The Indian media industry is an emanating sector for the economy and is making great strides. Backed by rising consumer demand and improved advertising earnings, the sector is at an all-time high. The growth in the media segment can be attributed to widespread digitization and increased internet usage over the last decade.

    The Indian advertising industry is estimated to be the second-fastest growing advertising market in Asia after China. At present, advertising revenue accounts for around 0.38 per cent of India’s GDP. Growing at a CAGR of 10.90 per cent since FY17-18, the media industry is projected to grow at a CAGR of 13.10 per cent and touch INR 2,660.20 billion (US$ 39.68 billion) by FY 2023. That’s a significant jump from its valuation at INR 1,436.00 billion (US$ 22.28 billion) in FY18.

    Consumption of media by India grew at a CAGR of 9 per cent during 2012-18, almost nine times that of the US and two times that of China. The industry provided employment to 3.5-4 million people (both direct and indirect employment considered) in the year 2017.

    Revenue through advertising is projected to reach INR 1,232.70 billion (US$ 18.39 billion) in FY23. It was INR 608.30 billion (US$ 9.44 billion) in FY18.

    How to start a media company

    How To Start A Media Company

    Media
    Media

    With so much content everywhere, it’s a cumbersome task to start a media company that stands out among the rest. There is a no dearth of creators and platforms. But the sunny side to the story is that content is worth so much more than it ever was, and the umpteen number of platforms add to the advantage. Here are some key points you need to be aware of if you plan to start a media company.

    • Recognize your audience. It’s crucial to know who are you focusing on and why. The passion of the crowd, its views on issues, the topics that bring out strong reactions…you need to know a bit of everything about them.
    • Understand your value. Figure out what makes you and your service unique. Convey that message to your audience. Your core values should be propagated through your services .
    • Be ambitious and let people know about it. Big projects grab attention. Staying in the news helps raise your stakes.
    • Offer a membership model. An audience which feels you speak for them ought to support you. Get them involved in the editorial policy or equity crowdfunding. Make them a part of your company by offering memberships.
    • Use third party services to bring high value adverts to your base. You now know about the products your audience likes and wants to buy. Collaborate with a third party native advertising company and have it create content for you while you get paid for hosting that content.
    • Leverage affiliate marketing. When you’re promoting someone’s product or service, be direct and tell your audience to buy it through a special “affiliate link”. Affiliate marketing is a great way to generate income.
    • Start a YouTube channel. Re-purpose your article into a video. Publicize your video content across video-sharing platforms like YouTube. You won’t immediately rake in money from YouTube; give it some time. As people discover your videos, you will gain popularity as well as monetary success.
    • Ensure your content is unambiguous and meaningful. Cringe content won’t take you far. Your audience will leave as soon as you start compromising on quality. Give the reader a reason to click on the next article of yours.

    Registration And Licensing

    1. Single-man firm with unlimited liabilities.

    The simplest way to start a business is to open a current bank account and have your service tax registration done. Sole proprietorship is preferred for startups with lower budgets.

    2. Partnership firm.

    At least two individuals are required to start a partnership firm. You need a registered partnership deed along with a current bank account and service tax registration. A partnership firm is appropriate when the partners have a common vision and are willing to share profits.

    3. Private limited company.

    A private limited company needs to at least two directors with a minimum investment of INR 1 lakh. It’s best for startups seeking funds from investors.

    4. Limited liability partnership.

    It is the combination of private limited company and partnership firm. You need at least 2 partners. A limited liability partnership has more agreement requirements when compared to an ordinary partnership firm. This setup is ideal when your budget is less than INR 10,000 and you want to enjoy the perks of setting up a company.

    5. One person company.

    It is similar to a private limited company but comprises only one person.

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    1. Register the domain name.
      Get a unique domain name for the media company by paying the registration fee. One needs to submit valid address and ID proofs for the registration process.
    2. Get the federal tax ID number.
      This process distinguishes your media company as a separate legal entity. You need to get a federal tax ID number from the Indian Revenue Services (IRS). IRS keeps a track of your business transactions using this ID.
    3. VAT/Service tax.
      A company must apply VAT to its products and pay taxes to the government for services.
    4. Memorandum of understanding with vendors/contractors.
      Be precise when drafting the ‘memorandum of understanding’ with your vendors/contractors so as to prevent forged services. The process may give rise to legal issues so you need to be careful while contracting. Add a disclaimer to your services/products to protect yourself from legal liabilities.
    5. Investment in cyber security.
      Invest in cyber security to safeguard your customers’ financial transactions. Failure to protect customers’ data can cost you up to INR 5 crores in penalty.
    6. Trade mark registration.
      Registration of trademark is important for web-based/online businesses.
    7. Website terms & conditions.
      Set up the website’s legal terms and conditions such as the privacy policy, disclaimer, and third party data-sharing rules.
    8. Vendor agreement.
      Draft an agreement by enlisting requirements such as payment policy, refund, and the taxes applied to the services/products from vendors.

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    Conlusion

    According to KPMG India’s 11th edition of its Media and Entertainment (M&E) report:

    • The media industry in India has marked a size of INR 1,63,100 crores in FY19.
    • It posted a growth of 13% as well as a stunning CAGR of 11.5% cent over the period FY15-FY19.
    • The media segment is expected to post a CAGR of 13.5% over FY19-FY24 to reach a size of INR 3,07,000 crores in FY24.

    The Indian media industry is on an impressive growth trajectory. It is expected to grow at a much faster rate than the global average rate. Now is the right time to leverage the prospects of the media segment and launch your media company.

    FAQs

    What are the top media companies in India?

    • Eros International Media.
    • PVR.
    • TV 18.
    • Balaji Telefilms Ltd.
    • HT Media.
    • Sun Tv Networks.
    • Sony Pictures Network
    • Zee Entertainment Enterprises

    Which is the largest media company in India?

    Zee Entertainment Enterprises is India’s leading media and entertainment company in terms of net sales.

    What do media companies do?

    Media companies advise to advertise, and to present a positive picture of themselves to the public. Their work include advertising, public relations and other forms of media management.

  • Grappling With the Indian Problem of Unemployment

    Since India got independence, unemployment has been one of the biggest banes of India. Unlike many factors that affect the economy, the impact of unemployment on a nation is holistic.

    It is because unemployment not only affects one particular person and their family but will also impact the supply and demand of all forms of businesses, inflation, logistics, overall development, health, and whatnot. It is because of all these reasons that the Indian government, like any other economy, has put in a lot of effort to mitigate the issue of unemployment.

    However one needs to understand that unemployment can never be completely erased. There will always be at least a small proportion of unemployment prevalent in any kind of society and all that we can do is to ensure that this rate of unemployment is always below a certain point so that it does not adversely affect the economy.

    History of Employment
    Pandemic and Unemployment in India
    The Problem of Informal Sector
    Implications of Unemployment
    Types of Unemployment
    Causes of Unemployment
    Government Initiative to Control Unemployment
    FAQ

    History of Employment

    We have all know that employment has evolved as a significant part of human society. In the olden days, things were different. Human settlements were largely for security from external threats. This is because a group of food gatherers can protect themselves against wild animals rather than solitary ones.

    As society evolved to be more complex and wide, the nature of society also changed. From food gathering and hunting, it reached into agriculture. However, agriculture was only for subsistence for a large period. One can trace the expansion of agriculture to the later Vedic phase. From agriculture, employment expanded to trade, artworks, metallurgy, defense, administration, and so on.

    As kingdoms flourished, the job opportunities created by them also increased significantly. The fact that taxes were introduced was in itself indicative of the health and nature of employment in the respective kingdoms. In earlier times, a lot depended on employment. We have evidence from various instances of history where kingdoms collapsed when their tax revenue decreased due to unemployment and how the population withdrew to rural areas as employment opportunities became skewed in the city.

    Clear evidence of the presence of unemployment can be seen during the reign of Firuz Shah Tughlaq who reigned the Delhi Sultanate in the 14th century. It was the time when the Delhi Sultanate was on the verge of collapsing. However, the king made arrangements to take account of the unemployed people in the kingdom and tried to devise state policies to help them.

    An unforgettable blow to employment in the history of humanity was the Great Depression of 1929. Spreading across the USA and Europe it crippled the world economy. It resulted in large-scale unemployment, discrepancies in economic activities, demand, and large-scale shutdown of industries.

    It was a time when the world realized the extent to which things can go wrong in the face of depression. Rather than abetting employment, one must say that all economies have been trying their level best to avoid another economic depression.

    Pandemic and Unemployment in India

    Although not a surprise, the pandemic has aggravated the situation of unemployment in India significantly. The Indian economy continues to wriggle out of the hands of unemployment since March 2020 when all economic activities came to a standstill.

    According to the Centre for Monitoring Indian Economy (CMIE), the unemployment rate in India as of June 2021 stands at 12.8%. In March 2021 the unemployment rates were at 6.5% from where they rose to 8% by April 2021.

    To understand the graveness of the issue one must understand that the rate of unemployment in India during 2018 was only 6.1%. India’s economy was already slowing down before the pandemic and the worst came along with the lockdown.

    Youth unemployment rate in India
    Youth unemployment rate in India

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    The Problem of Informal Sector

    One of the main reasons for the booming rates of unemployment in India even without the pandemic was the large population that is dependent on the informal sector for employment.

    Apart from all sorts of uncertainties and disguised unemployment that is rampant here, the worst part is that there is no proper data regarding the number of people, the kind of job, and the implications of such jobs with the government.

    Even as the productivity of India grew over time the rate of employment generation was inadequate. This means that a very small population contributes to the growth of the Indian economy while more than 75 percent of the working population is confined to the informal sectors like agriculture, small enterprises, construction, etc.

    Implications of Unemployment

    Unemployment as we all know is a state where a person who is actively searching for a job with all necessary qualifications is still unable to get a proper job. It is an indicator of the health of an economy.

    As mentioned earlier unemployment will result in lower demand for goods and will lead to a decrease in purchasing power of citizens. These inadvertently affected the overall business and employment generation of the Indian economy. It further stresses the necessity of the government to be watchful of the rate of unemployment in their respective nations.

    Types of Unemployment

    There are different kinds of unemployment and each one of them is equally dangerous and requires the supervision of an independent organization to prevent the numbers from going out of hand. A few of them are mentioned below

    Disguised Unemployment

    This form of unemployment as the name suggests is in disguise and almost invisible to the eyes of the observer. Disguised unemployment refers to a situation where an excess number of people are employed for a particular task. In this case, they look employed but in fact, it is a form of unemployment.

    Technological Unemployment

    Technological unemployment refers to those forms of unemployment that are a result of technological advances that humanity achieves. According to certain surveys, job losses due to technological advances are increasing by 30% every year.

    Seasonal Unemployment

    It refers to those kinds of unemployment where the labourers are unemployed for a certain period of the year while they find work during the rest of the year.

    Vulnerable Unemployment

    A person is said to be under vulnerable unemployment when they have a job but they are appointed without any job contracts or securities. It is one of the most prevalent forms of unemployment in India.

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    Causes of Unemployment

    Various factors cause unemployment. Although a small amount of unemployment is inevitable, a large fraction of it can be avoided through careful planning and efficient implementation. Here are a few causes of unemployment in India.

    Lack of Skilled Population

    Due to the lackadaisical state of most of the educational institutions in India, there is a significant deficit in the number of skilled population for doing a particular job.

    Most of the companies share their experience where they have to additionally train the employees to make them understand and adjust to the job that they are supposed to do. India can mitigate this problem only if the quality of education right from school to higher education is improved.

    Large population

    The population in India is the second-largest in the world. And it is anticipated that in a few years they will surpass the population of China. The population is a boon to a nation. But in India, the problem is that this valuable resource is not properly used.

    We must not forget that India has the biggest working population in the world. And imagine the impact that India could have had over the world economy if it actually put enough effort to develop each individual in the best way possible. Since that is not happening, the large population continues to be a burden that worsens the situation of unemployment in India.

    Low Productivity

    India is an economy whose prime moving force in agriculture. Ideally, India was supposed to slowly switch from an agricultural economy to an industrial economy or a service sector economy. However, India is caught in a unique situation where more than half of the population is dependent on agriculture but with only a minuscule contribution to the economy.

    The lack of productivity in the agricultural sector and the unavailability of enough alternatives have also resulted in rampant unemployment especially in rural India.

    Improper Infrastructure

    Proper infrastructure and adequate investments in the manufacturing and service sectors are integral parts of generating employment in any nation. But things were grim for India in this regard and the situation had contributed its part in increasing unemployment in India.

    It is mainly because of the lack of proper infrastructure and investment that the growth of industries in secondary sectors especially is restricted.

    Regressive Social Norms

    Social norms that deter Women and marginalized groups from taking decisions regarding employment and access to education have kept a large part of the Indian population in the darkness of unemployment.

    Although a lot of changes are coming up in this regard, there is still a lot to be done to improve the situation of women and other marginalized communities in society.

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    Government Initiative to Control Unemployment

    • TRYSEM – Training of Rural Youth for Self-Employment – 1979
    • IRDP – Integrated Rural Development Programme (IRDP) – 1980
    • RUDSETI — Rural Development And Self Employment Training Institute – 1982
    • MNREGA – Mahatma Gandhi National Rural Employment Guarantee Act – 2005
    • PMKVY – Pradhan Mantri Kaushal Vikas Yojana – 2005
    • National Skill Development Mission – 2014
    • Start-Up India Scheme – 2016
    • Stand Up India Scheme – 2016
    • PMGKY – Pradhan Mantri Garib Kalyan Yojana – 2016

    FAQ

    What is the cause of unemployment in India?

    The major causes of unemployment in India are Large population, low educational levels of the working population, Inadequate growth of infrastructure and low investments in the manufacturing sector.

    Which state in India has highest unemployment?

    With a 26.4% unemployment rate, Haryana has recorded the highest unemployment rate in the country, as per the data released by the Centre for Monitoring Indian Economy for February 2021.

    What is the unemployment rate in India?

    India’s unemployment rate sharply rose to 7.11 per cent in 2020 from 5.27 per cent in 2019.

  • Pinkvilla Startup Story: One-stop source for Bollywood news!

    Company Profile is an initiative by StartupTalky to publish verified information on different startups and organizations. The content in this post has been approved by Pinkvilla.

    Gone are the days when people learned about their favorite Bollywood stars’ love affairs, domestic fights, or street fight gossips from magazines or newspapers. Though many Indians love such news and gossips over any other story, the platform or source of this information is no more the same. Since the media and its mediums have now changed a lot, the nature of Bollywood gossips has been overhauled. People now have Facebook, Instagram, Twitter, and 24×7 paparazzi all just on a few clicks.

    While there have been many platforms where Indians are engaged to grab such entertainment, information, and news, there is one platform or a brand, which has won millions of hearts and has become their favorite. It is Pinkvilla, one of the most prominent entertainment websites in India. To know more about the startup story and business model of Pinkvilla read this article.

    Pinkvilla – Company Highlights

    Startup Name Pinkvilla
    Founder Nandini Shenoy
    Industry Entertainment
    Founded 2007
    Website pinkvilla.com

    Pinkvilla – About and How it Works
    Pinkvilla – Founder
    Pinkvilla History – How it Started
    Pinkvilla – Business Model and Revenue Model
    Pinkvilla – Competitors
    Pinkvilla – Growth
    Pinkvilla – Awards and Achievements
    Pinkvilla – FAQs

    Pinkvilla – About and How it Works

    Pinkvilla is a one-stop shop for all Bollywood news, whether it’s about a specific celebrity or a particular film. In the year 2019, the website was one of the most successful entertainment portals. On the web channel, Pinkvilla has over 40 million followers and over 100,000 posts about celebrities, beauty, fashion, Bollywood news, movies, and lifestyles.

    From having movie ratings and learning about all of your favorite celebrities’ latest sassy airport looks, Pinkvilla covered it all.

    Pinkvilla’s content is mostly focused on Bollywood, including celebrity news and movies. Apart from Bollywood, Pinkvilla’s content types include niches such as lifestyle, fashion, and beauty, as well as Indian industries such as Marathi, Punjabi, Telugu, and Kannada.

    Pinkvilla, in partnership with Facebook, launched India’s first live Bollywood game, dubbed “Jhacaaash.” In 2018, Pinkvilla partnered with Hotstar on a number of programs, including Cheat Meals with Stars, Under Cover on the Internet, Primetime Partners, Untold Tale, No More Secrets, and a few others that are only available on Disney Hotstar.

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    Pinkvilla – Founder

    Nandini Shenoy is the founder of Pinkvilla.

    Pinkvilla founder and Owner
    Nandini Shenoy – Founder of Pinkvilla

    She came from a family where all her family members were extremely talented engineers. And to follow the tradition she went on to pursue engineering from the National Institute of Technology, Karnataka. After completing the graduation program, Nandini went on to pursue her Master’s in ECE from Rutgers University, the United States.

    After completing the post-graduation program she joined Microsoft, Seattle in 2004 as a software engineer. Though she admired her work as a software engineer, she always fantasized about the idea of Pinkvilla. She was a Bollywood fanatic and somewhere knew that she could foster her passion at a jiffy.

    Even though Nandini had a plan for Pinkvilla, she did not quit her job at Microsoft right away, since she wasn’t completely sure about her business idea. After humongous hard work and sleepless nights and weekends, her idea or the dream of Pinkvilla came to a beautiful reality.

    Nandini Shenoy Ted Talk – Founder, Pinkvilla

    Pinkvilla History – How it Started

    While Nandini was working in the United States, she was missing the Bollywood fun. In many interviews, she has mentioned that while she was working there with her husband, she couldn’t find any websites that helped her in knowing the latest happenings of Bollywood and its celebrities.

    Since Nandini was missing her daily dose of Bollywood gossips she tried to make an online community of Bollywood fans so that these fanatics come together and have discussions on Bollywood. She made a website that was unusual because all famous websites had blogs related to technical content or news information but Pinkvilla was a website where Nandini started blogging about Bollywood, Fashion, and Beauty gossip. One of the most popular platforms of that time was Orkut. Along with Orkut and word-of-mouth publicity, Pinkvilla got established.

    In the year 2009, Pinkvilla started getting popular after a few pictures of Sonam Kapoor went viral. That was when Hindustan Times contacted Nandini to use the photos and would backlink to Pinkvilla. That is when she realized that this is something big and a lot can be taken out from this platform. She had quit her job and made a team of editors, photographers, PRs and made links with production houses. It was by the year 2011 when Bollywood celebrities themselves wanted to get featured in Pinkvilla as there wasn’t any digital presence for them. Nandini started doing celebrity interviews from the United States and later opened up an office in Mumbai.

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    Pinkvilla – Business Model and Revenue Model

    Pinkvilla earns its revenue from almost all the major movie production houses. These production houses give heavy amounts to Pinkvilla for creating ad sales on their website. Pinkvilla gets more than 50 million new views every month and more than 10 million visitors. Its engagement on portals like Instagram and Facebook also helps them to endorse these Bollywood celebrities. PinkVilla also aims to have its online web store and e-commerce.

    Pinkvilla – Competitors

    Nandini is unconcerned about the proliferation of dedicated Bollywood websites. Instead, she swears by Pinkvilla’s model of becoming a customer-centric hub, claiming to have amassed a dedicated user base that she keeps engaged and committed.

    Similar websites and portals like Pinkvilla are Bollywood Hungama, Zee Entertainment, Rediff, Filmi Beat, Bollywood Life, Santa Banta, First Post, Koi Moi among others.

    Pinkvilla – Growth

    Pinkvilla, which also has a presence in the South of PinkVilla South and PinkVilla Telly with all the small-screen news, has amassed quite a following, as shown by its massively successful social media presence on Instagram (3.9 million followers), Facebook (1.8 million likes), YouTube (60 million+ video views), and Twitter (951K Followers). Pinkvilla has also featured on television and in international markets such as Kollywood.

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    Pinkvilla – Awards and Achievements

    Pinkvilla won two Cosmopolitan awards in the categories of Best Celebrity Blogger and Best Celeb-Spotting Blog in the years 2019 and 2016. Pinkvilla received the Website of the Year award from DigiPub in 2019 and has received many such accolades to date. Pinkvilla has been a successful and one of its kind platform and an Indian startup.

    Pinkvilla – FAQs

    What is Pinkvilla?

    Pinkvilla is a one-stop shop for all Bollywood news, whether it’s about a specific celebrity or a particular film.

    Who is the founder of Pinkvilla?

    Nandini Shenoy is the founder of Pinkvilla.

    How does Pinkvilla make money?

    Pinkvilla earns its revenue from almost all the major movie production houses. These production houses give heavy amounts to Pinkvilla for creating ad sales on their website. And

    If you like reading posts and blogs about fashion, lifestyle, appearance, and, of course, Bollywood celebrities, then visit the Pinkvilla website.

  • How these Top Brands Celebrated the Pride month

    As for the distinguished honour and support of the LGBTQIA+ community, the month of June is stated as the ‘Pride Month’ across the globe. This is basically an initiative movement or rather a gesture to promote equality among people, irrespective of what gender they pursue.

    The month of June is celebrated for the pride of belonging to the LGBTQIA+ community and one supporting it. A dozen parades and events are organised across the globe to celebrate the impact of the LGBTQIA+ community on society.

    Moreover, during this month, we discuss the social and equality issues faced by the LGBTQIA+ community and raise help and support for the charities that can work for the betterment.

    Likewise, several brands show their respect and support towards the LGBTQIA+ community through different measures. Brands across the globe celebrate rainbow euphoria in June.

    Many prominent companies such as Facebook, Instagram and Google change their logo and hashtags in rainbow colours to promote Pride Month. Furthermore, the firm offers a special collection of apparel, mobile phones, watches, footwear and many more to celebrate their devotion and support for the  LGBTQIA+ community.

    In this article, we will be discussing how various brands across the globe celebrate or mark the month of June as Pride Month. Let’s get started!

    Apple
    Nike
    Marks & Spencer
    Ralph Lauren
    Instagram
    Calvin Klein
    Savage x Fenty
    Kenneth Cole
    FAQ

    Apple

    Apple Pride Month Celebration
    Apple Pride Month Celebration

    As the CEO of Apple Tim Cook himself belongs to the LGBTQIA+ community, Apple vigorously supports equality in society. And in such a manner of fact, it participates more promptly in the celebration of Pride Month. For the past few years, Apple has been releasing a new special collection of Rainbow strap Apple watches, that too limited edition. And so it celebrates this year. Hence, the Pride Edition Sport Loop has begun.

    Nike

    Nike Pride Month Celebration
    Nike Pride Month Celebration

    Nike has begun a campaign for celebrating Pride Month. This campaign is about being honest and true for equality. Nike has collaborated with its equality ambassador as well as many athletes belonging to the LGBTQIA+ community. It’d raise funds and offer distinct financial support for the organisations fighting for equality through its Be True campaign.

    This campaign by Nike will be featuring the company’s equality ambassadors pleasantly in a photo mosaic along with distinguished words of support which promotes people to get involved with these.

    Marks & Spencer

    The celebration of Pride Month will be incomplete without the delicious Marks & Spencer’s sandwich, especially for the encouragement of the LGBTQIA+ community.

    It’s quite intriguing to know that Marks & Spencer alone has contributed around £10,000 to the Albert Kennedy Trust along with £1,000 to the BeLong to Youth Services, Ireland.

    Ralph Lauren

    With the moving trend, Ralph Lauren has brought a gender-neutral collection of sweatshirts, shirts, accessories in order to encourage the LGBTQIA+ community and would also benefit the Stonewall Community Foundation.

    It has launched several campaigns as well such as a few years back, it released its first-ever Pride eyewear campaign which also benefits the foundation.

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    Instagram

    Instagram is the platform of the youth and with its growing followers, it is becoming the perfect space for activism and expression. And to acknowledge and celebrate Pride Month, Instagram has brought forward its top 5 young LGBT leaders as a role model to encourage others to speak up for themselves and get a healthy conversation about their lives and work.

    This also encourages people to follow their role models through their activities and work. Moreover, it has transformed the hashtags used by the LGBTQIA+ community into a rainbow gradient to show their support towards them. They are sending positive messages around the growth of the LGBTQIA+ community.

    Calvin Klein

    Calvin Klein has offered a great distinct collection of undergarments, accessories, swimwear and others, named as Calvin Klein’s Pride collection. The income gathered from this collection would directly go to the Trevor Projects along with the Transgender Legal Defence and Education Fund, BlaQ Aboriginal Corporation of Australia and onePULSE Foundation. This is the first time in history when an American brand has donated to these three charity fundings.

    Savage x Fenty

    To honour the LGBTQIA+ community, Savage x Fenty has brought its Pride collection which persuades the likes of Jazzmyne Robbins, Gigi Goode and Noah Carlos. This would celebrate the diversity in society and the important figures of the LGBTQIA+ community.

    This pride collection of Savage x Fenty is available in a range of sizes along with different kinds of bralettes, stockings and boxers to fund and support the charities for the LGBTQIA+ community such as The Caribbean Equality Project, GLAAD, TransLatin@Coalition, and Lorde Project.

    Kenneth Cole

    Kenneth Cole has been the biggest supporter of the LGBTQIA+ community and fighting for equality for the past 25 years. And to show their love and support this year, they did a makeover of Rainbow strapping on their Kam sneakers. Kenneth Cole encourages its customers to show their devotion and support to the LGBTQIA+ community as well.

    To promote pride month in the past the brand did a Tied with Pride campaign, that had a brief profile story on six people from the LGBTQIA+ community.

    Conclusion

    As soon the Pride Month began, Brands across the globe switched majorly towards the rainbow distinct versions to show their support and encouragement towards the LGBTQIA+ community.

    They released their Rainbow themed products and posts for their promotion. But, the chief communicator officer of GLAAD suggested that we need to dig deeper in order to show our actual support towards their community.

    He mentioned that it’s more important to create marketing and promotion techniques focusing on the community year-round and we need to go beyond our reach to stand by their sides and discourage the anti-LGBTQ laws. Meanwhile, brands across the globe are working brilliantly and with great devotion towards the betterment of this community.

    FAQ

    What is pride month?

    LGBT Pride Month occurs in the United States to honor the Stonewall riots, which occurred at the end of June 1969. As a result, many pride events are held during this month to recognize the impact LGBT people have had in the world.

    What do companies do for pride month?

    Many prominent companies such as Facebook, Instagram and Google change their logo and hashtags in rainbow colours to promote Pride Month. Furthermore, many firm offers a special collection of apparel, mobile phones, watches, footwear to show their support for the  LGBTQIA+ community.

    What does LGBTQIA stand for?

    LGBTQIA stands for Lesbian, Gay, Bisexual, Transgender, Queer and/or Questioning, Intersex, and Asexual and/or Ally.

  • A Case Study on America’s Rising Debt and its GDP

    The debt of the United States is the national debt that is controlled and acquired by the federal government of the U.S. to the Treasury security holders. According to the report by March 2021, the United States debt crossed over $28 trillion. This came to be so high that this was more than the economic production of the US calculated annually.

    With the history of so many years, US debt has been increased by the slump that lowered the tax revenue. However, the Congress government has spent a lot more than this to facilitate the economy over time.

    Besides, other services such as the Military have proven to be one of the biggest contributors who have been used for the benefits of medical care and others. And with the world pandemic in  2020-21, the spendings on the counterbalance of the situation has added more to the debt. But the good thing is, all this will be resolved once the pandemic ends.

    Till then, other methods such as increasing taxes and a tight budget could help in reducing the debt. And this wide combination of budget growth, tax cutoff and recessions have brought the national debt-to-GDP ratio to a record level. But when there is a problem, to solve it, we have to face some consequences. And so the United States government would have to face the economic consequences.

    In this article, we will discuss a case study on the U.S. debt and its GDP. Let’s get started.

    United States National debt about GDP
    United States Finances
    The ratio of debt to GDP
    United States Debt History
    America’s debt vs GDP
    FAQ

    United States National debt about GDP

    The relation of the gross domestic production (GDP) with the national debt of the US has been rising since 2016. And the estimated data shows this would continue till 2026. The graph from 2016 to 2019 has been pretty high in the projection. By the record of 2019, the United States national debt was estimated to be around 108.19% of the GDP.

    Total Public Debt as Percent of GDP
    Total Public Debt as Percent of GDP

    United States Finances

    The national debt of the United States has had several ups and downs but since the 90s the graph has kept rising. And so as the public debt, which is known as the total money borrowed by the nation to facilitate and cover up the budget deficits. However, the monthly records of debt have been quite stable.

    Even after the recession of 2008, the national debt of the United States has proven to be pretty steady and progressive. And the estimations have shown, it will keep rising in the upcoming years. Although the budget cuts and the lower employment opportunities have hurt the American economy, which is still recovering from such a crisis. Therefore, the national debt of the US, as well as the national debt of US per capita, has quadrupled since the last 1990s.

    Besides the excessive progress, the national debt of the United States is still not counted among the top 10 highest national debt countries with relation to its GDP. However, countries such as Italy, Japan and Greece have far more figures than the US.

    The ratio of debt to GDP

    The Debt-to-GDP ratio of a country is calculated as the ratio between the country’s national debt and its Gross Domestic Production (GDP). This ratio measures the country’s currency and is calculated every year. When the Debt-to-GDP ratio comes low that shows that the country is sufficient enough for producing and selling different goods and services and it does not require any further debt for this purpose.

    Moreover, many other factors such as wars, interest rates and recessions also affect the debt acquiring and borrowing rates and its choice to incur more debt. However, the countries with the high Debt-to-GDP ratio face different crisis and its recovery takes time. The Debt-to-GDP ratio impacts the country’s economic situation.

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    United States Debt History

    Soon after the revolutionary war of 1790, the united state government initiated its footsteps towards the debt. And after the 1790s, the debt has acted as the major help in times of war or economic recession for the U.S. government over centuries.

    However in the period of deflation which is known for decreasing the debt size. But, actually, the real worth of debt is enhanced during this period. In the deflationary period, the money value is heightened while the access to loads of money becomes tougher.

    According to the record of 2020, estimated by three Congressional Budget Office, the public debt was equal to 98.2% of the GDP. Later, it reached up to 99.4% and 105%. This was the peak of the debt-to-GDP percentage since 1946. In the 1970s, the debt faced several periods, and it stood stable.

    But, from the beginning of the 1980s, the debt rose drastically. This was seen till the early 1990s, When the U.S. was under the presidency of Reagan and Bush. However, the ratio came down to 30.9% in 2001. But under the presidency of George W. Bush, it rose again.

    Later, the U.S. faced several financial crisis and suffered the Great Depression period as well. This brought a major uprise in the debt percentage and during the presidency of Obama, the debt rose to 75.9% of GDP in 2008 and then, in his second term in 2016, it raised 73.3%.

    America’s debt vs GDP

    When a country’s debt is estimated it comes incredibly high. And in a country such as America, the value is quite large. However when the national debt is compared with the annual GDP, then only the financial deficits of a country could be measured.

    The American debt went stable till 2007, but a drastic change was seen during the global financial crisis period. During this time in 2012, the debt rose to 95% of the GDP. After this, the debt kept on rising. And, during the pandemic of 2020 and 2022, the GDP percentage crossed over 100%.

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    Conclusion

    The United States has faced such an economic situation before also in the 1970s. And, now with the debt of over $27 trillion which includes some mandatory spendings such as health care which requires around $2.7 trillion. The total revenue’s 50% comes from the income taxes of an individual.  

    The pandemic has made things more delicate and tough and until it is completely over, the economic crisis will continue along with the rising debt-to-GDP ratio. Well, in this article, we briefly discussed the American debt and its cooperation with the GDP.

    FAQ

    What is the current debt of United States?

    The current U.S. debt is $23.3 trillions as of 2020.

    Which country has no debt?

    Brunei is one of the countries with the lowest debt. It has a debt to GDP ratio of 2.46 percent among a population of 439,000 people.

    How much is the world in debt 2020?

    The global debt total is at all-time high of $281 trillion by the end of 2020.

  • Stupendous Facts You Don’t Know About Red Bull That Will Blow Up Your Mind

    When it comes to an energy drink, the first thing that strikes our mind is ‘Red Bull’ right? Just like the cognomen, the drink also drives us crazy. Red Bull gives wings to people and ideas with its vivacity and piquancy to people. Red Bull built its empire in 1987 and introduced it as an energy drink for those overtime workers to subdue the stress, now ultimately enhancing the most consumed energy drink in the world. Moreover, the company is running a success rate by selling nearly seven billion cans in 2020.

    Red Bull was originated in Thailand by Yoovidhya which is named “Krating Daeng” and later Dietrich co-founded the product and designed it into an international brand. Both the parties accrued to launch Red Bull in Austria in 1987 and expanded the brand worldwide almost covering two-third of countries. In time, Yoovidhya and Dietrich ranked as the 250th richest person in the world in 2008 according to Forbes magazine. The company attained recognition by leading various events and campaigns for brand awareness. In 2021, according to the Global 1000 brands list, Red Bull was ranked 226th.

    On the other hand, every company holds secrets to reach some heights. So here, we disclose some concealed facts about Red Bull which may astound your mind after knowing.

    Origin of Red Bull
    Red Bull- Dolomites conducted the World’s Toughest Team Relay Race
    Red Bull drinkers Health Consequences
    Tinges of Cocaine in cans of Red Bull Cola
    Red Bull’s Social post – Bull semen & Taurine
    Red Bull’s High Altitude Skydiving Project – Risk Advertisement
    Red Bull for introducing Label and music academy
    Red Bull- Slogan Crisis
    Caffeine in a Red Bull is equal to Caffeine in a cup of coffee
    Paid cash for Partying with Red Bull
    Conclusion
    FAQs

    Origin of Red Bull

    As we thought, Red Bull originated in the United States, but surprisingly it was invented by an entrepreneur Chaleo Yoovidhya in Thailand and It is initially called ‘Krating Daeng’ for  truck drivers to stay awake while doing overtime. On a business trip to Thailand, an Austrian businessman Dietrich Mateschitz acquired the brand stating that Krating Daeng has cured his jet lag. This made him procure the business and covet to manifest the drink worldwide and renamed the brand as ‘RED BULL’. Moreover, it is said that the original version of the energy drink-Krating Daeng is sweeter than the modern version- Red Bull.

    Red Bull- Dolomites conducted the World’s Toughest Team Relay Race

    According to the reports, it is said that Red Bull- Dolomites conducted the World’s hardest relay race. The race is held in the Austrian mountains which combines the four most parlous sports events such as Paragliding, Kayaking, Mountain biking and running. The relay race began when the runners, along with their batons, were asked to compete from Lienz main square to Kuhbodentorl, where paragliders were lined up. Then the batons are passed to the paragliders, as they glide down to the Dolomiten stadium. The third level began when the baton was rolled to bikers who raced to drive over 27 kilometers in order to reach Hochstrinkreuz. The final leg depends on the Kayakers, where they dive around seven-meter into the Drava River the accomplish the relay race of Red Bull. The repercussions of the event, it is reported that many participants have been injured severely.

    Red Bull Interesting Facts

    Red Bull drinkers Health Consequences

    Red Bull Energy Drinks
    Red Bull Energy Drinks

    Red Bull contributed health issues to drinkers as they have been hospitalized, reasoning as Rapid heart rate, dizziness, Hallucinations, Insomnia, difficulty in breathing and a woman from Mexico filed a suit against the production of Red Bull as she is going blind after ingesting 28 cans. Additionally, People encounter two types of Diabetes as- aspartame and acesulfame K caused, Even though red bull is a sugar-free drink. Consequently, Drinking more than 260ml of Red Bull per day ultimately leads to death.

    Tinges of Cocaine in cans of Red Bull Cola

    German Food regulators found out the tinges of Cocaine in cans of Red Bull Cola with the amount of 0.4 micrograms per liter in the Can. In 2009, the Government banned the production of Red Bull in some states of Germany as it violated food safety.

    Red Bull’s Social post – Bull semen & Taurine

    Back in 2015 and 2016, a post about Taurine in Red Bull was shared on social media creating a buzz on the brand. Where a picture of a bull with its penis strapped into a contraption with a caption ‘The process of making RED BULL’. In 2020, Red Bul officially clarified on its website about this rumour “The Taurine in Red Bull is not from the bull, as it is produced artificially by Pharmaceutical companies.

    Red Bull’s High Altitude Skydiving Project – Risk Advertisement

    When it comes to risky advertisements, Red Bull never gives a second thought and takes a part in it. On 14th October 2012, Red Bull Stratos was launched and considered the highest altitude skydiving project. This project was led by an Austrian skydiver Felix Baumgartner who flew 40 km into the stratosphere.

    Red Bull for introducing Label and Music Academy

    If you are a fan of songs like Sail and Megalithic Symphony by AWOL nation, then you should probably thank Red bull for introducing them through their independent record label, Red bull records. It is a subsidiary company of Red Bull founded in 2007 and headquartered in Los Angeles, California. Red Bull also owns a music academy, the Red Bull Music Academy(RMBA) founded in 1998. It is a world travelling music company that conducts workshops and music festivals.

    Red Bull Slogan Crisis

    Red Bull Sloagan
    Red Bull Sloagan

    Calling all Red Bull American consumers who have consumed a Red Bull 12 years before 2015, the brand owes you $10 to $15 worth of Red Bull goods. The company was sued in 2013 for false advertising. The famous tagline “Red Bull gives you wings” cost the company $13 million as the plaintiff claimed that even with regular drinking on the brink for ten years, he didn’t gain any wings or athletic skills as advertised by the company.

    Caffeine in a Red Bull is equal to Caffeine in a cup of coffee

    Back in 2012, Maharashtra Food and Drug Administration(MFDA) seized 1.6 million cans of Red bull stating the reason over caffeine content. The seized cans were supposedly having caffeine content between 250ppm to 300ppm whereas according to the Food Safety and Standards Authority of India(FSSAI) maximum caffeine content in carbonated drinks should be 145ppm. But Red Bull wasn’t registered under carbonated drinks. In light of this event, Red Bull issued a statement saying that it respects local laws and that a 250ml can of Red Bull contains the same amount of caffeine in a cup of coffee e.i.,80mg or 320ppm.

    Who wouldn’t love to party and more so if they paid to do it? Unquestionably not me! Since there was no existing market for Red Bull, Mateschitz intended to create it by promoting the products in different ways. One famous way he did that was by targeting tend-setting students to throw Red bull parties and supplying the drink to them.

    Conclusion

    Red Bull even with a taste that is not favoured by many is a top choice energy drink. Even people who do not need caffeine, drink it, like my friends and I who drank it at night back in school when Red Bull was the rage and gave you a false sense of standing among your peers. But the fact that Red Bull has been received widely among people cannot be neglected as the company has sold 7.9 billion cans of Red Bull worldwide in 2020 alone and this shows that Red Bull is here to stay.

    FAQs

    Is Red Bull a alcohol?

    It is an energy drink.

    Who is the owner of Red Bull energy drink?

    Dietrich Mateschitz and Chaleo Yoovidhya are the co-founders of Red Bull.

    Where did Red Bull originate from?

    Red Bull made its debut in Austria in 1987.

    What was the controversial Red Bull slogan?

    “Red Bull gives you wings”.

    Why Red Bull is banned?

    Some country had banned Red Bull due to the government’s health concern of taurine, an amino acid commonly found in energy drinks.

  • Fascinating Journey of Bisleri: Marketing Strategy | Expansion In India

    If you’re freaking thirsty, we would definitely go either for beverages or water. Moreover, 70 percent of people consider water as palatable. Bisleri is the paragon of purity and remarked as the original mineral water in the world so far. Bisleri extended its unit from Italy to Mumbai and provided ten-process of purification and mineralisation, by adding potassium and magnesium to savour the drink. Therefore, Bisleri is not only about the water, they also tout other drinks- such as Mango Juice, Spicy Cola, Soda, lemonade etc.

    Bisleri – Company Highlights

    Company Name Bisleri International Pvt. Ltd.
    Headquarters Mumbai
    Industry Beverage
    Founder Felice Bisleri
    Founded 1965
    Revenue $210 Million(2018)

    Bisleri – About
    Bisleri – Origin
    Bisleri – Expansion In India
    Bisleri – Net Worth
    Bisleri – Marketing Strategy
    Bisleri – Marketing Updates
    Conclusion
    FAQs

    Bisleri – About

    Bisleri was founded by an Italian businessman, inventor and chemist- Signor Felice Bisleri. He was born on 30 November 1851 in Verolanuova. At first, he developed Bisleri with the intention of an alcohol remedy which is made up of Cinchona, Herbs and iron salts. Factually, Biselri originated from a spring called Angelica in a town known as Nocera Umber.

    After the demise of Felice Bisleri, the brand originated in Mumbai in 1965 which was regulated by the Parle company in 1969 under the Late Shri Jayantilal Chauhan.

    Bisleri – Origin

    The thirst expansion happened after 1969, where Parle and Bisleri concurrently produced various products to the markets such as beverages, soft drinks and Soda. The brand became renowned across India and proposed to expand its brand overseas. The company came up with a different concept of selling Soda in two categories- Carbonated and non-carbonated mineral water, this spiked up the production of mineral water in India. The real shift happened in the 1980s where the company used PVC packaging and later converted it into PET bottles with an aim of an eco-friendly environment. Then, in order to augment the production, the company started providing affordable and convenient water bottles to the customers. This generation of people look for quality water, so without any dubious customers go for BISLERI from the shop. To sum up, the expansion of Bisleri in India began when there was a great need for mineral water. Extracting water is not a big deal for people, but it should be pure as gold.

    Bisleri – Expansion In India

    Over the years Bisleri has introduced a lot of products that have shaped the popularity of the brand and has multiplied its customer base. The company had also changed from blue colour bottle labels to its signature colour green in 2006 to stand out from its competitors.

    YEAR

    PRODUCTS INTRODUCED

    1991

    Bisleri 20 Litre can for homes and offices.

    2000

    Bada Bisleri, a 1.5 Litre bottle.

    2006

    Bisleri Mountain water from the Himalayas.

    2009

    Bisleri Limited Edition Celebration bottles available in 250L & 500L.

    2010

    Bisleri Limited Edition with Cricket labels available in 250L & 500L.

    2011

    Bisleri “Stay Protected” Campaign bottles of 15L.

    2011

    Bisleri Club Soda

    2012

    Bisleri Vedica, natural mountain water.

    2013

    Bisleri “Kiss to drink” campaign 500L bottles.

    2016

    Bisleri Pop soft drinks.

    2016

    Bisleri Rockstar 300L pack.

    2017

    Bisleri “one nation, one water” different language labeled bottles.

    2018

    Bisleri “Har Pani ki bottle Bisleri Nahi” campaign bottles.

    2019

    Bisleri’s Spyci, limonata, fonzo in new avatar.

    2020

    Bisler@doorstep delivery service.

    Bisleri – Net Worth

    Water scarcity has been a great issue in India, furthermore, bucolic struggles regarding water supply especially for cultivating the crops as well as needed water to cook for themselves. On the other hand, millions of people are affected by Water-borne diseases in India each year. This situation was considered by the Bisleri company and worked on. According to the reports, Bisleri company net worth is estimated at 3000 crores in rupees. Now the company has been growing at 40 per cent annually where each day the sales turnover is claimed to be 15 million bottles all over the world.

    Bisleri established 104 branches not only in its home country but also in neighbouring countries. Furthermore, Bisleri implemented its plant in Singapore and Japan and now slated to enter Sri Lanka, Bangladesh and other Middle-east countries to enlarge the business on a large scale. But the expansion of the company held a pause as there is sufficient manpower to enter a global business.

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    Bisleri – Marketing Strategy

    Despite the increasing competition in the packaged drinking water industry, Bisleri holds the largest market share of 36%. Even though Bisleri has diversified its products, it is widely known for its packaged drinking water. The company uses the 4P’s of marketing to keep its consumers satisfied and also increase its customer base.

    Product Strategy:

    Bisleri’s packaged drinking water is the main component in the marketing mix of Bisleri. Packaged drinking water is available in different quantities and return is available only for 20L and 5L packs. The other products offered by Bisleri include soda, which is carbonated water used to make combination drinks; vedica, the natural mountain water that has detoxifying agents; pop, a carbonated soft drink that comes in four flavours and urzza, a caffeine-free power drink that helps overcome fatigue by stimulating the mind.

    Pricing Strategy:

    Bisleri’s products are affordable and offer more quantity with less cost. Bisleri uses location-based pricing strategy. Bisleri’s products sold in restaurants, theatres, etc are costlier compared to retail shops.

    Place & Distribution Strategy:

    Bisleri maintains a solid supply chain with a fast distribution system. Even though the company’s head office is located in Mumbai, Bisleri has 15 plus manufacturing units across the country leading to large scale production and the company’s own distribution network in the manufacturing cities makes access to products easier. Bisleri also owns a large number of trucks that makes smooth and fast transportation possible.

    Promotion Strategy:

    Bisleri has adopted several forms of promotional activities from advertising on television, print forms to personal selling and usage of billboards, posters and hoardings. The brand also has a complete website detailing its various products. The famous one-liner ‘Biasleri is veri veri extraordinari’ in Bisleri’s first advertisement has captured the attention of a substantial number of consumers. The different campaigns Bisleri has initiated have given the brand a great deal of exposure. Notable campaigns include the ‘one nation, one water’ where labelling was done in different languages to connect with people from different regions; ‘Har Pani ki bottle Bisleri Nahi’ where they promote the idea that not all water is pure and hygienic like Bisleri.

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    Bisleri – Marketing Updates

    Bisleri’s latest TVC displays Bisleri’s Badal(the camel) and his thirsty rider seeking a shopkeeper for a bottle of Bisleri water. The shopkeeper gives the rider a local brand bottle of water which the thirsty rider is going to drink when Badal hinders and indicates that the water may not be hygienic and directs him to a shop that sells Bisleri water. Then Badal declares ‘Samajhdaar Bisleri Peete Hai’.

    The ‘Samajhdaar Bisleri Peete Hai’ is a 360 degree integrated campaign initiative by Bisleri to discern Bisleri from other brands in the industry. It also aims to reinforce the trust of the brand. Under the same theme, Bisleri has also introduced a service called Bisleri@doorstep which is convenient for people in these COVID times.

    Conclusion

    Bisleri’s growth from 1969 to 2021 is magnificent. The growing number of its customer base and the brand ability to maintain its lead in the industry speaks for itself in terms of the success of the brand. The unwavering quality and affordability of Bisleri’s products are the main reasons for the brand to defend its place as a key player.

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    FAQs

    Is bisleri owned by Parle?

    Parle and Bisleri concurrently produces various products to the markets such as beverages, soft drinks and Soda.

    Where does bisleri get water from?

    Bisleri extract water from different sources; underground water, rivers, and harvested rainwater. It follows 10-step purification process to provide pure water for their consumers.

    What is the USP of Bisleri?

    The purity of mineral water is the USP of Bisleri.

    Who invented Bisleri?

    Felice Bisleri has invented Bisleri in 1965.

    Who is the CEO of Bisleri?

    Angelo George is the CEO of Bisleri International Pvt. Ltd.