Arindam Paul
@arindam___paul
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Building @atomberg_tech | Tweets around D2C, consumer brands, health, books, sports, fitness & startups | Take my work seriously, not too much myself
Mumbai, India
Joined November 2013
Updated thread collating my tweets that deep dives into multiple aspects of scaling digital first consumer brands. Written primarily from first hand experience of growing a brand from 0 to 1000 cr ARR in 8 years in a capital efficient manner. Read & RT if you find it useful 👇.
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In Mumbai, every real estate project will show. 30 mins to Airport .20 mins to BKC.20 mins to Nariman Point. Etc etc. They forget to mention these are time taken to reach these locations at 3 AM in the morning.
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One of my friends joked that selling extremely affordable products from expensive looking places/malls is a recipe for success. Zudio and Decathlon are examples.
People are going crazy on Zudio sale. Long lines for billing. When apparently there no discount as such on most products🤪🤪🤪
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The same people who are lauding Carey today for presence of mind were blasting @ashwinravi99 for running out non strikers for leaving the crease. Double standards? .
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This is exactly why. Mumbai >>>>>>> anything else. Mala basic Marathi bolata yete ( and I am trying to improve). But never in the last decade even for a second I have ever felt like an outsider in Mumbai because I don’t know the language/not a localite.
To, .Everyone Coming to Bengaluru . You will be treated as OUTSIDERS in Bengaluru if you don't speak Kannada or make an effort to speak Kannada. Write it down, Share it around. We ain't Joking. BENGALURU BELONGS TO KANNADIGAS PERIOD.
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There is a famous saying in football. Leave football before football leaves you. Holds true for all sports. Other than MSD, don’t remember any other Indian cricket superstar who actually left on/before time.
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The guy who sold WhiteHat to Byjus for 300 mn $ says Hi :).
nobody has won at life more in recent history than the guy who sold wordle to the nytimes for seven figures.
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Mixer Grinders in India have always been sold on parameters like how quickly they grind, how powerful they are( wattage anyone? ) and how many jars and attachments they give(most of which you never use). And somewhere down the line, we started forgetting the main reason of using
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Saw this video circulating . Please do not try something like this ever on a running fan. The blades of a fan are designed for a certain output ( speed and air spread). Any additional weight will adversely impact air delivery and will also harm the motor.
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McGrath like accuracy. Wasim Akram like swing. Malinga like awkward action. Pollock like seam movement . If we combine everything and add an average speed of 140kmph, we get Jasprit Bumrah. Cherish him till he plays. We won’t get another.
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“Agar tujhe andar se lag raha h yeh sahi h, toh yeh sahi h bc. Katei tension mat le ki main ya koi aur chutia kya sochega”. Hathiram is magnificent again. What acting 🙏🏻🙏🏻
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Some people are weird . On normal days, they will work very hard and make the days as productive as possible. And not waste any time. And on some days, they will lie down and watch test cricket from 7.50 am to 3.20 pm without moving an inch. I am some people.
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Recently discovered one brand which made eating healthy so much convenient . Brand is called Killr. They sell powdered marinades. Mind blowing flavours. You take the sachet. Put few spoons of water, one spoon of oil. Make a paste. Marinate the chicken/paneer. Air fry for 15 mins.
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Indians really have a scarcity mindset. Seen so many people cheering PayTM’s current RBI crisis with the smug “I told you so” vibes. These are the same people who also cheered when Edtech faced issues or GST hit the gaming industry or when Zomato shares tanked. We as a society
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Water Purifier industry is almost a semi scam. Mis-selling, fear mongering by both trade and brands. And looting in the name of service . Aquaguard, Kent, Pureit are all the same. In Mumbai, you don’t need a RO. UV is more than enough. RO is needed only when TDS is high in water.
Is it just my luck or is the Kent RO water system actually very bad?. The candle needs to be fixed faster than a road done by a BMC contractor.
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Was very sad to see what is happening at Byjus today. Byjus was the flagbearer of Indian edtech and one of the most well known Indian startups globally . If they fail, the India startup story in the eyes of global investors will have an impact . Also, I feel extremely sad that so.
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People buy flats looking at gyms/clubhouse/amenities( as one of the criteria ) which they rarely use. People buy mixer grinders looking at the number of attachments/jars( as one of the criteria )which they rarely use. People buy cars looking at features like sunroof etc ( as one.
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I was shocked to hear that comment live from Sanjay Manjrekar. His comment was “All Ranji pitches had so much grass that bowlers like Vinay Kumar bowling 120kmph were leading wicket taking charts”. So utterly disgraceful.
Sanjay bhai with due respect, your speed gun requires urgent servicing. 120KMPH 🥹 Seriously?.With God’s grace I take pride in my achievements, I am contented, satisfied and happy with my life. Medium pacer like Vinay Kumar has worked really hard to become the 1st Indian fast.
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The Indian E-com and consumption story continues to amaze . Both Amazon and Flipkart started their annual festive sales last Saturday . Within 1.5 days of sale, we crossed our entire e-com revenue of FY 18-19. Within 5 days, crossed e-com revenue of FY 19-20. And most likely
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A very common question asked is “Are Atomberg products made in India”. The answer is yes. 99 percent of our products are designed and developed in India. 95 percent of our products are manufactured in India. We have one of the largest manufacturing setups of our industry in
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Myth: The Indian consumer is price conscious. Reality: The Indian consumer is value conscious :)
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Now live on Blinkit. Same price as other e-com platforms . Delivery in 12 minutes . Lets see how many we sell this summer. @letsblinkit @albinder
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Wow. first time someone saying this loud and clear. If we want to build generational companies, the hunger and drive that goes beyond money is very important for founders and leaders.
#Watch: #ETSA2024 | Had to clear out senior Zomato executives who lost the drive post-IPO: @deepigoyal . Read more at:.
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If you were aware of Atomberg and purchased a fan priced > Rs 3000 in the last 12-18 months from a different brand, why did you do so?. You can DM/share in comment . As our awareness levels are slowly increasing, figuring out if there is anything common amongst aware non buyers.
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In many industries( fashion, electronics etc ) the MRP has absolutely no sense. The concept of MRP existed in India to prevent customers from being cheated by charging extra. And ironically, it is the same MRP today which is being used by brands to fool customers by using it as a.
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A lot of people say a lot of things about IPL- too much cricket, money, more of entertainment than sport etc etc. But stories like this and what Rinku Singh did today far outweighs all the cons. IPL enables this.
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I used to do a lot of B2B sales for the first couple of years at Atomberg. And we cracked many big corporate accounts, and got them to replace fans/ask for our fans in new projects . When we started, we tried reaching out through the procurement way( reach to the buying manager,.
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Over the last 8 years, I have interacted with more than 3000 Indian consumers with HHI greater than 5 LPA through a mix of POS interactions, home visits, pre-sales and service calls. 12 observations/trends which could be relevant for founders building in consumer brands/tech👇👇.
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Good day to relook at this . 5000 Swiggy employees made around 9000 crores in the IPO. Some would have made 100 cr plus. Many many more would have made 10 cr plus. Life changing money for most people and will enable risk taking and another 100 plus startups from this set.
Wealth creation through ESOPs is a major reason why people join startups. But most people struggle to correctly evaluate job offers that also includes ESOPs. Here is how I would think evaluate offers with significant ESOP component. For an employee to make meaningful money.
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A common thing we used to hear when we started 8 years back. “Itna mehenga pankha kaun lega, itne me toh 3 branded pankhe aa jayenge”. Translating to, “Who will buy these expensive fans when you can buy 3 branded fans at same price?”. On Amazon Prime Day today, this is the Amazon
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While folks plan to spend summers in Paris, I am doing so at Parrys (biggest electrical market of Tamil Nadu) 😂😂. But jokes apart, all my learnings about Sales and Distribution have come with countless hours and visits to Loharchawl, Budhwarpeth, Parrys, Chickpet, Troop Bazar,
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The best 1500 Rs you can spend annually is Buying a Youtube Premium Subscription. I have stayed for months when Netflix/Amazon Prime/Hotstar etc had previously expired. But even 24 hours without YT premium was difficult. P.S. We use YT a lot for advertising and I would hate it if.
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Silicon Valley the TV show was 10 years ahead of its time :).
“At Dreamforce, the exploration of the possibilities of AI is incredible. At the same time, it's important that we understand that policies never move at the same speed as technology. So having a grasp over what is happening and how the negative aspects of AI don't proliferate
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This India Map is not the one by NASA that is shared on WhatsApp every year. It is the one showing lakhs of Atomberg smart fans connected to the internet . When we launched smart connected IOT fans sometime back, a lot of us were sceptical. Do consumers really need a smart fan?
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The 2 best brands to have been built in last 5-6 years are undoubtedly WholeTruth and Minimalist. Clearly defined, stuck to the core promise and can easily extend to adjacent categories . No wonder they are valued at 7-8x of revenue, often higher than peers.
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@Samridh46305468 @ashwinravi99 Totally. But when have Australia ever been known for spirit of cricket.
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And this is the reason why blinkit/zepto/swiggy is bullish on making money by selling fruits/veg.
A good chunk of my generation from urban areas do not know the price of 1 kg of tomato.
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In the next 2 weeks, either of these 2 will happen. a) This Indian cricket team will be remembered as one of the greatest ODI teams in history. b) This Indian cricket team will be remembered as one of the biggest chokers in history of cricket . No middle ground. #WorldCup2023.
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March 2023: The first ever 100 cr revenue month at Atomberg. Few years back, we were having a tough time convincing people that this could be a 100 cr Annual Rev Biz. To do it in a month was beyond our wildest dreams. The India consumer story is unfolding right in front of us.
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Over the last 12 months, we have increased our business on Flipkart by almost 150% and are one of the market leaders on the platform. Today, 2 out of 5 fans on the bestseller list on Flipkart are Atomberg fans. Without compromising on any of our brand fundamentals. Here is how👇
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100 percent . Flipkart is way bigger than Amazon in most categories. I say this as an e-com seller for a decade. E-com in India is way bigger than just gated societies in Bombay, Blore, Gurgaon . We sell premium fans. And even at our price point, Flipkart numbers are close to.
@championswimmer @Pranavenstein @shobhitic Yah my bad. This dau chart doesn’t fit with my theory too but I certainly believe FK does more numbers from users we don’t intersect with.
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Anyone who shouts at colleagues/team members has no business being a leader. And no business being in a corporate set up. Do not normalise shouting in organisations. If you get shouted at, call it out. Just because 20 years back, it was glorified in many orgs by many leaders.
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Why do Forbes 30 under 30 have 300 people?. By definition only it should be 30 no?.
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Seeing so many deadlift videos, mostly from folks in their 20s. As someone in my mid 30s and lifting weights for a decade, I strongly think that the risks of doing deadlifts with heavy weights far outweigh the benefits . Unless you lift weights for a living.
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Everyone is data driven as long as the data confirms what they believe :).
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@karan_1302 Have stayed in Gujarat for 4 years. Of course there is no linguistic chauvinism . But it is not close to Mumbai when it comes to embracing everyone.
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Bumrah definitely a contender for the greatest cricketer in the world today. 2/6.3/14.0/25.3/7.2/13.1/29.2/12.2/18. Figures in the world cup. Truly a cheat code.
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First assembly line was just few tables joined together 😀😀. Pic from almost 10 years back. I am the one fitting the ball bearings in the fan. Building physical products felt amazing a decade back. Feels amazing today as well
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Baby steps in the new category :). First month where we sold 6000 plus units across channels . Early reviews indicate most customers are loving the product . And consistently amongst top 20 mixers in best seller list on Amazon despite having a significantly higher price point
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My Fitness Journey of a decade. All while working 50-60 hrs most weeks and a fair bit of travel in work. Few hacks/info which busy professionals can use. The first pic is from 2014. This was just when i was completing my post grad. Was weighing mid 80s, blood markers for many
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@kolakke I am a Bengali born and brought up in Assam( Assamese speaking state) staying in Maharashtra ( Marathi speaking state).
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Another gem by Bhidu. He might come across as just being happy go lucky, but conveys so many things in his unique way.
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An IPL team is looking for a CEO’s office -Growth Associate . The ideal person will have 2-3 years of experience in FMCG/consulting/high growth startups. Starting Compensation around 25 LPA. Will be directly reporting to the CEO and working at the forefront of sports and.
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Everytime there is a ODI world cup coming up, I remember the “Britannia khao world cup jao” campaign before the 1999 world cup in England. I was 10 then. And it was a rage at least in my age group. Each biscuit( Tiger, Milkbikis etc) wrapper had some points. You had to collect
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Here is a list of 12 observations/trends which could be relevant for founders building in consumer brands/tech in 2024. Slightly long read, and comes primarily from 1000s of consumer interactions and observations at retail counters & home visits over the years across all parts of.
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Amazon Ads was one of the biggest growth drivers for us in our journey of building an annual 100 cr + profitable business on Amazon. For D2C founders, CMOs and growth folks, here’s a detailed step-by-step process to start/scale/optimize/audit and ultimately win with Amazon Ads.
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With increasing competition, the 0 to 1 growth playbook for digital first consumer brands is broken. It is no longer ( and one may argue never was) only about running amazon ads/fb ads/influencer collabs, and watching sales grow. Instead, depending on the category that you
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If I take a long term ( 5 plus years) view, the sector which I am most bearish about is FMCG. a) The top 2-3 percent of India will move to new age premium brands, which give genuinely better products. These consumers consumed all the products which typically were high gross.
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What an amazing news to wake up to. Rohan Bopanna at the age of 43 becomes the World No 1 for the first time in doubles tennis. Age is indeed just a number.
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ESOP taxation in India is not employee friendly. It has been a long-standing request of the Indian start up ecosystem to correct it. This is what happens currently, why is it wrong, and what needs to change. A thread.
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Many digital first consumer brands reach the 40-50 cr annual revenue scaling primarily through a mix of performance marketing on Google/FB/Amazon etc. But very soon brands realize that performance marketing alone won’t scale and top of funnel/awareness spends are necessary to
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Bestsellers on E-com marketplaces are fine, but the thrill of becoming one of the largest fan brands in one of India’s largest independent fan selling counter- Rathna Fan House in Chennai within 1 year of placement hits different . So much so, that we inaugurated a second display
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I was suffering from very bad neck and lower back pain for years. Caused by years of bad posture and a sports injury. Went down the rabbit hole of spinal health and posture. Read many books. Found a very good physiotherapist who worked on the fundamental issues of strength
Is there anyone who is solving for spinal health holistically in India?. I have 2 major slipped discs- 1 in cervical spine and 1 in lumbar spine. Primarily because of wrong postures for years. Seen many ortho doctors and physios over last few years, but struggled to find a proper.
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Wealth creation through ESOPs is a major reason why people join startups. But most people struggle to correctly evaluate job offers that also includes ESOPs. Here is how I would think evaluate offers with significant ESOP component. For an employee to make meaningful money.
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Print ads can be incredibly creative/impactful and make you take notice . I often look up print ads for creative inspiration. Here are few that i really liked( will keep adding in the thread). 1: Sugar Free Lollypops
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If you are spending more than 5 Lakhs/month on Amazon Ads, strongly recommend you to do this basic monthly audit. Takes less than 30 mins and will make your ad spends at least 10-15% more efficient. Go to the Amazon Ads portal and download these 2 reports for both Sponsored.
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“Kaam karne wale log chahiye, kaam karwane wale nahi”. Overheard in office . Very important in my opinion that at every level ( including senior level) people retain the ability to do good work themselves. And not just delegate and man manage.
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@deepigoyal All that is fine, but will banks give a 20 lakh education loan for a zomato offer letter?.
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The Caratlane success story is so unique in the startup ecosystem . When Titan first acquired majority stake in Caratlane, it was valued at around 600 crores. Now, when they completed the acquisition by acquiring the founder’s remaining stake, the founder’s stake was worth
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Timeline is full of how ONDC is going to disrupt food delivery, quick commerce, e-commerce etc. Its not that companies like Swiggy/Zomato/Amazon/Flipkart are drowning in profits. When despite their delivery fees/commission they aren’t able to make money, how will ONDC give a.
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I know this is an undisclosed ad for the noodles brand. The marketer/social-influencer agency involved will get brownie points and tell “see how many impressions we got for so little money”. Hope someone doing budget allocation asks them 2 words, “So what?”.
Married life is crazy bro 🤣 🤣. My colleague’s wife sent him these instant cup noodles and EMPTY TIFFIN in lunch bcoz he forgot to book the gas cylinder on time 💀
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David Ogilvy: You can’t bore someone into buying your product. Hema Malini: Hold my Kent RO.
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Which AC brands are good?. Have faced the same problem myself. Installation, gas leak ( no way to even verify what technician is saying), poor service etc. And why aren’t there new age consumer centric AC brands?.
People buying ACs in the sale for upcoming summer. just sharing some thoughts. - VOLTAS ACs are probably the worst .- Samsung ACs dont last long.- Hitachi lacks service . #Shopping.
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Ya toh ego rakh lo, ya phir business kar lo. One lesson that sales teaches you everyday.
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Have never been one to celebrate fundraising milestones a lot( instead di it for revenue) but getting backed by some great funds who have historically partnered with iconic Indian consumer brands means we are in the right direction . But it also means a lot of responsibility to
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When we started selling offline 7 years back, this was a dream. Got this message today from one of India’s largest electrical retailer/wholesaler. It used to take multiple visits to even get them to stock 4 fans. Many weekends i used to go and stand in these counters all evening
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We look forward to this association and leverage the power of cricket to take the brand to the next level.
🚨 NEWS 🚨. BCCI announces Campa and Atomberg Technologies as official partners for India Home Cricket Season 2024-26. Details 🔽.
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This is an ad. The retweets are most likely paid. The first few comments are most likely paid for traction. Undisclosed ads on Twitter is a menace. Community notes anyone?.
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Lala Company to Founder Mode. Might be one of the world’s best rebranding exercise . India’s largest Mcap company has always been in Founder Mode :).
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Tried a new form of media. Fresh media, relatively clutter free. 75 Cityflo buses in Mumbai with Atomberg branding. Fans that are as breezy as Marine Drive, as silent as Wankhede when Sachin got out and as smart as Mumbaikars
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Why is this on moneycontrol? . Are all startup CEO weddings also news? Or all public company ceo weddings?. Or is this news because of “Mexican model”?. Also news mentions second marriage, identity of old wife etc. Why? . Proper page 3 stuff from a biz publication.
Zomato CEO Deepinder Goyal marries Mexican entrepreneur Grecia Munoz. Born in Mexico, Munoz is a former model who is now working on her own startup that deals in luxury consumer products.
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True Story I have seen multiple times. Phase 1: Brand comes across an agency who claims to improve ROI within 3 months without increasing spends. Founder is intrigued and onboards the agency. Phase 2: The agency very smartly starts allocating more budgets to brand search ads and
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Crazy concurrency numbers by Jio. 1.7 crores on a weekday evening at 11.30 pm. These numbers are very close to peak concurrency numbers on prime time for India vs Pak matches. It is one of the following :. a) Jio winning the viewership battle against Star- switching from TV to
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It gives us immense pleasure to share the audited FY 24 numbers for Atomberg. Our revenue from operations increased from 645 cr to 848 cr, which is an increase of 31% YOY. At the same time, the operational EBITDA improved from -49 crores to -22 crores. In Percentage terms, the.
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The first election I have seen where both sides and most Indians are happy with the outcome. A vibrant secular democracy needed a strong opposition and we have that today. And to continue on the development and economic growth path of the last 30 years, we need good governance.
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In fact i had heard that Decathlon recruits only people who have played sports/love sports and has physical fitness tests as part of the hiring process. Also for any industry with a service interface,employee NPS=service partner NPS=customer NPS. You can’t delight customers if.
Companies that treat their employees well always have high customer delight too and each employee becomes a brand ambassador. Shankar from @Decathlon in Gurugram today was a great example of that. Amazing customer service with a smile at all times. Found out he is a professional
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Jaspal bhatti was way ahead of his times
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If you want to understand retail in general, absolutely must go and spend time in TN’s regional retail chains. Many of them do 2000 cr plus annual topline. So much to learn
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When 20 something “life coach” writes threads on leadership and productivity .
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Good Saturday morning. 6 out of top 15 SKUs on Amazon today are Atomberg. Do Look at the prices. Repeating for the umpteenth time, . The Indian consumer is value conscious, not price conscious
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The last time we had seen such a craze with any of our product launch was when we launched Renesa( small motor) in 2018. Constant stream of messages from trade partners across the country mentioning the product getting sold out within days of launch. There was a huge set of
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Hyatt Maldives was our first hotel client . Most good tropical resorts have fans in addition to ACs. Should become a norm in my opinion soon. Using a fan with AC is proven to reduce electricity consumption by 15-20 percent.
I want a fan too in my air conditioned hotel room. Yes we exist.
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Arshad Nadeem. What in the world we just witnessed . 92m, Olympic record. Pakistan’s first medal in 32 years secured.
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When growth on Amazon stalls after a certain scale, it is either a traffic problem or a conversion problem. If you are struggling to grow profitably on Amazon, just go back to basics, log into Brand Analytics, and look at 3 metrics to diagnose the problem. 1. Search Term
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What does Product Market Fit( PMF) mean and look like for consumer brands ? What are the metrics to understand status of PMF?. I have been asked this question frequently by both founders & VCs. Here is how I think about PMF & 10 metrics to measure PMF for consumer brands👇👇.
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Brings a smile. 5 years back when we were starting a program for electricians for our fans, was met with lot of doubts saying electricians never recommend tech savvy/new age products . We just had one insight- electricians think of themselves as engineers and wants to be treated.
My electrician, a man of immense confidence recommended that I buy Atom Bomb ceiling fans. He was stunned that I had never heard of them. 'Sabse Best Hain'. I bought the fans. It is a brand called AtomBerg. However, he must never know now.
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One of the key reasons why we have been able to scale up our Amazon business to a 20 million $ annual sales run rate is our obsessive focus on key metrics. Here are 9 metrics that any founder/CXO/VC should use to evaluate the health of the brand’s business on Amazon 👇.
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