CCI NG 3.7 Product: ETMumbaiBS PubDate: 15-11-2017 Zone: BrandEquity Edition: 1 Page: BEFP User: kailash.korade Time: 11-11-2017 01:03 Color: CMYK

THE SPECIAL ISSUE Pg 1-3

THE ECONOMIC TIMES NOVEMBER 15-21, 2017

INSIDEBE

THE BEST & WORST OF WEDDING BRANDS A CXO-curated list The Return of The Big Fat

for destination has grown lery designers and bridal wear bou- considerably, most of the payments tiques, the sense of optimism is all per- are now made online, families have vasive. Last year, says Anand Shahani increased their budgets and the mood in a lighter vein, even guests could ‘get now is ecstatic. “The mojo is back,” he away’ with giving less gifts because of says. “Band, baaja, baarat will be the lack of cash. The biggest positive Indian Wedding loud as ever,” he adds. for the industry, reckons co- THE WEDDING IS For Deepak Gupta, a busi- founder of wedding planning A year after DeMo, the achin Singhal can still rably acknowledged the impact of his nessman residing in north- por tal Wedmegood, is that it SPONSORED BY... vividly recount the hor- move on the wedding market when he west area of Rohini in Delhi, has bounced back. How ‘Influencers’ are getting brands season for indulgence rors of demonetisation said “Ghar mein shaadi hai…paise na- there’s no holding back According to a an to foot part of the wedding bill and spending like there’s on the wedding industry. hin hai.” the purse strings. “I have Assocham report, the Most of the weddings were Fast forward one year. planned to spend `2 crore on Indian wedding industry is no tomorrow is back with Srescheduled, the budget 3INGHAL THECOFOUNDERAND#%/OF my son’s wedding this month,” about `1,00,000 crore and is a bang.By Rajiv Singh was slashed by 50%-80%, wedding portal Bandbaajaa, reckons he claims. The fat weddings, growing at 25%-30% an- splurging on functions be- things are back on track. Demand he lets on, were not only nually. The report pegged came a cardinal sin, and the jewellery about flaunting black money CASH BACK IN the estimated cost of a and designer wear industry was on life and an ostentatious show CIRCULATION wedding between `3 lakh support. The big fat Indian wedding got of wealth. “I am mak- and `8 crore. This sea- trimmed drastically. Even the Prime ing all payments & VENDORS son, contends Shahani, Minister in a speech in Japan memo- through cheques,” people are spending less he adds. “Last ACCEPTING on showing off and more THE BIG WEDDING year, weddings E-PAYMENTS, on experiences. So guest BRANDS OF BHARAT got killed due lists are shrinking, decor to unavailabil- MEANS THE is getting more person- ity of cash,” he alised, and the amount reckons. But $40 BILLION of spend on photography this season WEDDING IN- and travel is increasing. there are no DUSTRY HAS 4HE*IM#ORBETTPARKAND The regional brands that have such blips. Mussoorie are emerging emerged as the one-stop shop for Dhruv as smaller offbeat wedding wedding shopping Gurwara, chief A NEW LEASE destinations. On XX 3 operating officer OF LIFE Gurwara of Bridal Asia of Bridal Asia, believes that the industry the twitter the biggest exposition for always had an inherent resilience to index premium bridal finery, ap- survive any crisis. Take, for instance, parel and products in Asia, in 2008 when the Indian economy went too resonates the euphoric through a slowdown. In spite of the re- YOUTUBE feeling. There was never a lack of cession, the industry survived. The LEADERBOARD willingness to spend, he reckons. wedding industry, he lets on, is as much “The big fat Indian wedding is back about the status symbol as an opportu- with a bang!” he says. With cash back nity to catch up with family and friends. in circulation and vendors getting used “Demonetisation was a temporary to online payment modes, the present phase,” he says. He believes weddings in season is giving a new lease of India have traditionally been grand and life to an estimated $40 billion will become grander yet in the future. wedding industry. #LEARLY THISWEDDINGSEASON ITSNOT How NOT To F rom wedding planners band baj gaya of the negative kind. handle A Brand to venue owners to jewel- [email protected]

Crisis And How BORA ANIRBAN ILLUSTRATION: To Do It Right On XX 4

SIDETAKE A Wedding Wonderland Mujhse Shaadi Karoge? The Wedding Gallery, a 20,000sq ft space Interestingly, the building, lections from leading brands in the heart of London is being billed as “the Number One Marylebone including Roja Dove and Jo new epicentre of global wedding planning” used to be a church. Now the Malone. A hair, makeup and How is the world’s and the ultimate wedding retail destination. space has been converted beauty studio with treat- into a one-stop shop for all ments available for men largest matrimonial site wedding celebration needs. and women. Other levels convincing next gen At the world’s first exclusive include accessories, a wed- wedding department store, ding gift shop, a jewellery Indians to get married ? visitors are greeted by a Wedding Gallery department, florists, cake designers and Consultant who guides people through the stationers. At the library guests can look at store. Services start with an exclusive look the portfolios of venues and event suppli- BY AMIT BAPNA | MUMBAI at up and coming wedding trends created ers. A screening room showcases the work by the world’s leading event stylists; and go of renowned filmmakers and photogra- Historically, great Indian weddings all the way up to a large area where phers. There’s even a private members club can view gowns from the likes of Oscar de and tasting rooms, a bar and a number of were either made in heaven or in la Renta and Elie Saab. The Perfumery is private meeting rooms. In case one felt the "OLLYWOODBLOCKBUSTERS#LOSER where couples can discover signature col- posh setting is a tad low. to the ground, marriage partners HISTORICAL- were found via family contacts or LY, GREAT INDIAN a ubiquitous panditji-type middle- man who knew family-trees of all WEDDINGS WERE EI- clans and thus was a walking re- ternet access was then a quick pository on all eligible candidates. ubiquitous there as THER MADE IN HEAVEN exit once the NOT YOUR PARENT’S JEWELLER #ULTURALLY MATRIMONYWOULD was the demand for OR IN BOLLYWOOD outcome is seem an unlikely category to be matchmaking with- achieved. As How relatively new inf luenced by digital, unlike many in similar cohorts in BLOCKBUSTER Rakshit says, others. That was exactly what hap- the Indian diaspora. once the roka jewellery brands pened when Anupam Mittal, found- (formal alliance) are taking on the old er of Shaadi.com, hit upon the idea Shaadi Ke Baad happens we fall out of of an online matrimonial site. It was in 2011 that the India story the customer journey. The revenue school merchants started in full-earnest, with the fast model, in this case, largely depends who ruled the roost in From Sagai to Shaadi growth and adoption of the inter- on people opting for premium mem- /NEDAY INTHELATE S-ITTALWAS net. Today the matrimonial service berships. To add to the offerings, the trade at his father’s of fice in Mumbai and claims to have established itself as personalised membership plans ran into a family acquaintance. A the world’s No1 matchmaking site, have been launched: Select Shaadi few minutes into the conversation, backed by a successful business and VIP Shaadi. The USP: interme- BY RAVI BALAKRISHNAN it was clear the gent was a match- model. But then, it’s operating in a diated matchmaking through a ded- MUMBAI maker on a mission. Says Mittal, “I market which is undergoing huge icated relationship advisor along actually got interested in what he changes, culturally and socially. with complete discretion. These For modern jewellery brands, does rather than what he was doing The prospective consumer is inde- launches are to cater to a specific the threat is real and the enemy for me, started asking him ques- pendent, tech savvy and no longer segment of society who are less com- easily identified. It is the tradi- tions, and realised that the number looking at the way pre- fortable directly reaching out to a tional family jeweller, with a of resumes of prospects he carried vious generations did. She prospective match, shares Rakshit. seemingly unrelenting hold on in his briefcase seemed to be refuses to be either the purse strings and perhaps very limiting.” Mittal, who Existing pas- directed by others Brand, Baaja and Ads more critically, the trust of was working in the US at sive paradigms of or hope for seren- love and arranged mar- families across India. Fundamentally, that time was heavily in- dipity to strike. Even as some of these tradi- fluenced by the consum- riage are being replaced by Says Gourav there’s a lot of dif- the concept of active planned tional jewellers embark on ac- slightly less ference between the more – with its re- last 20 months or so. Tanishq er digital wave there, marriage. Online matchmak- 2AKSHIT #%/  quiring a national footprint, opposed to the remarriage film and now. marriage commer- started a bespoke range called and believed that it was ing aligns perfectly with this Shaadi.com, brands of a more recent vin- idea after vis- We are a lot more prod- cial in 2013, for in- Rivah, a portmanteau word a matter of time before brave new world. “As we look uct focused. tage are pulling every trick in iting a show- stance. While these combining rivaaz (tradition) it hit Indian shores. Gourav Rakshit ahead, existing the book to woo away consum- room and try- Deepika Tewari, ads got the brand a lot and vivaah (wedding). It shar p - Matchmaking seemed a CEO, Shaadi.com passive para- The brand voice has undergone a ers. At stake: the wedding jew- ing out some jew- Titan of buzz, they were not ened its focus on bridal jewel- potentially great business digms of love and shift - from previous campaigns ellery market, estimated to be ellery. According to resetting the dial on sales. lery as opposed to more generic opportunity and the idea stayed pivoted around member success anywhere between 60% to 70% senior vice president – re- Kulhalli admits candidly, wedding jewellery, zeroed in with him. A couple of years later are being replaced by the con- stories, following a Dove-like con- of the total jewellery market in tail and marketing, jew- “This was to differenti- on traditional wear favoured he launched what was then cept of active planned marriage. sumer endorsement palette to a India, valued at a staggering `3 ellery division at Titan, ate our brand. But it by 11 large communities across called Sagai.com then. “It /NLINEMATCHMAKINGALIGNS bolder brand thought. Starting in lakh crore. Sandeep Kulhalli the had a limited appeal: the country, with marketing was in 2002, that we became perfectly with this brave new ¬-Y#ONDITIONS!PPLYCAM This has caused brands – even shift made sound busi- a select set of consum- aimed at connecting with these much more serious about world.” paign (created by JWT India) was fairly big ones – to go right back ness sense given people ers who were forward consumers. Says Deepika the business and thus launched which has been carried TOTHEDRAWINGBOARD#ONSIDER spent four times as looking. It didn’t do Sabharwal Tewari, AVP – mar- was born Shaadi. Ek Vivaah Aisa Bhi forward with the just-launched Tanishq which for a large part much on gold as they much for the keting, jewellery division at com,” he shares. The matchmaking industry #ShayadSeShaadiTak (created by of its existence, hadn’t tied it- did on diamonds, business.” Titan, “For the first time, we The US and the has some unique nuances and TBWA India).The core thought: to self to a particular occasion. Its previously the The real fo- have a brand like this. We have UK were the is quite unlike other digital highlight the ‘at odds’ behaviour first salvo in the wedding space brand’s mainstay. cus on the jewellery for every communi- obvious early solutions: marked by a high of the Indian consumer seemingly happened way back in 2010, via Tanishq would category has ty, every occasion pre and post adopters of and often obsessive in- more open, progressive and inde- a commercial featuring a wed- reference wed- happened the wedding.” Shaadi.com, volvement for a pendent in most spheres of life. ding averse girl, becoming dings a few times only over the >Continued on Page2. since in- short time and >Continued on Page2 CCI NG 3.7 Product: ETMumbaiBS PubDate: 15-11-2017 Zone: BrandEquity Edition: 1 Page: BEPER1 User: sandesh.pingale Time: 11-11-2017 01:02 Color: CMYK

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THE ECONOMIC TIMES NOVEMBER 15-21, 2017 The Best And Worst Of Wedding Brands The concept of weddings has been largely defined by Bollywood in India: which is why you may be fooled into believing ‘sangeets’ and making a run for the groom’s shoes are common practice around the country. But like many other things, weddings – at least of the traditional variety – change every 100 km or so. Brand Equity got a bunch of CXOs to share their idea of the ‘must-have’ and ‘can-do without’ wedding brands and sure enough, they THINKSTOCK all had widely varying choices. By Amit Bapna

Head- Marketing and PR, Audi India CEO, Azva Marketing Head, Treebo Hotels VP & Head of Marketing, NestAway Head - Marketing, Skore Condoms Founder and CEO, Quikr Must-have Must-have Must-have Must-have Must-have Must-have ‘BTW’ (Bittoo Tikki I believe a gorgeous I got married two Facebook. FB is the One brand Indian Definitely Jivaana Wala). More famous is right at centre of years ago and cannot medium of choice for weddings should not do which Tina, my better in Delhi but let’s admit and apart imagine having been every milestone leading without is condoms. To half, has launched Aloo Tikki is somehow tastier in from outfit and jewellery, a must- able to do without this website up to the D day - In a relationship think of it, no couple would like to specifically for Indian weddings weddings than if you have to buy have in that context is her close-up WedMeGood. It is truly responsible to engaged to save the date take up responsibilities in just nine and other festive occasions. It it. You don’t need market research for democratising the information to bachelorette to sangeet to months of their marriage but would offers products for not just the to know what’s most popular; the which was otherwise privy to a like to plan their married life and go bride, but also the mother, the queues do the job. Another brand few wedding planners. My wife for it as and when they are ready. It’s that Indian weddings can’t do and me used it extensively for one of the most important products. without is designer wear especially everything from deciding the attire Skore’s “Book of Secrets” is ideally by the likes of ‘Shantanu & Nikhil’. to finding the photographers. The the best gift that anyone could give Their Indian couture collection is other brand is Manyavar. 70% of to the newly married couple. It’s a not only suitable for the bride and my family’s wedding clothes were groom but also for the guests. from Manyavar, and I could not help

picture with perfect hair and make- up. I would call out Ambika Pillai as candid by the go-to brand for a contemporary some guy who used to be your sister in law, and the . Indian bridal look. dentist to pics - FB She wants to fill the trousseau of Can-do without is the one constant in the great every bride in the country! Indian wedding rollercoaster. I think a trend that can condom pack which looks like a book Can-do without probably be nipped in the Can-do without but it is not a book, a one of its kind If you ask the guests bud for weddings in India is the ‘The Mega Punjabi discreet packaging. We are working but be impressed by the variety at my wedding, they’ll use of drone cameras - apologies DJI wedding circus’ out a program to gift this book to this brand offers. The convenience say real bow ties - those Can-do without Phantom. It is just a gimmick and one brand: 7 cuisines married couples from Skore as a of being able to go to a one-stop- things that have to be tied ‘La Opala’ - No doubt that can be quite irritating, let alone with 10 starters with gift. shop and pick everything instead of manually - should just be banned. the products are good the threat that it poses to beautifully Label. Everything OTT. Fake spending hours walking the crowded Can-do without I had decided to go for the real but too many people end done hair or perfectly layered outfits Sabyasachi from Chandni streets of old markets cannot be A brand that a thing instead of a clip-on bow tie up giving the same gift. I got six or the balancing act of plate loaded Chowk and also real Sabyasachi compared to any other joy. should do without is any of at my wedding. And so, it took dinner sets at my own wedding! with sumptuous food during the with personal loans. Ad film these deodorant brands which me about 500 valiant replays There is always a risk of the reception! Also, we can do without Can-do without guys doing wedding videos. claim to make you super-magnetic of a YouTube video on how to gift returning to the family the overdose of candid photography Tanishq (and other Family music videos on the toward the opposite sex. It can make tie a real bow tie. The wedding which gave it during some other that looks anything but candid. I really jewellery brands) because I latest wedding hits. Stressed things complicated especially at the reception started about an hour wedding in their family. I think think here is a great opportunity to don’t believe in people parents and an even more time of one’s wedding! The other late and everyone had hit the it’s high time India adopts the set a tone that portrays fresh and real spending from the depths of their stressed bride/groom. Guest brand is Tinder which hopefully the stratosphere with all the empty system so that imagery of beautiful moments that pockets in the name of rituals. While I DJ Wale Babu and the non-stop couple ensures is removed from stomach champagne-drinking in the newly married couple can look less produced or staged than am not opposed to the idea of gifting, give and take of gifts. Wastage. their respective phones. the meantime. choose what they want to buy. they currently do. I think that is a very superficial way All this versus a simpler, greener of celebrating any occasion. and happier wedding.

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ploding in their usage and almost Not Your Parent’s Jeweller Mujhse Shaadi Karoge? 35% of members for the wedding site are outside the main metros. Tanishq has been talking to both the ident in a recent film for Tanishq which marketer like us brings.” With new challenges, of course. parents and the bride, selling the latter was low on sweeping social commentary Also looking to shake things up in this Avers Rakshit, as we make in- on design and the former on rational and high on portfolio shots of various field is Gitanjali Jewels. Says Saurav roads, we will have to alter com- and emotional appeals, one where the wedding kits across India and emotional Bhattacharya, president – sales and munications to meet the sen- promise of Tata holds the brand in good father-daughter relationships. marketing, Nakshatra World, “We de- sibilities of these consumers. stead. Even the campaign approach has Giving the brand a distinct edge is a scribe the fundamentals of our point of Linguistic alterations and inte- changed. Says Tewari, “Earlier, our cam- design philosophy that goes all the way difference from others as ROTI: Reach; grating it with our overall brand paigns were constrained to being on air from creation to crafting the product, Opportunity Mapping and Tapping; is going to be one of our biggest four weeks in a year during the wedding presenting traditional elements with a Technology Edge and Innovation.” The challenges. Alongside the need to season.” Now, there’s a multi-pronged modern touch and a more customer-cen- model involves 3000 points of sale from develop monetisation solutions strategy using old and new media and tric approach. As Kulhalli puts it, “The exclusive outlets to MBOs, and an ex- that suit the need of the even branded content via a collaboration family jewellers including the regional tensive deployment of ecommerce. It’s tier II & tier III users in with NDTV Good Times. Says Tewari, chains, are traditional in a model created to meet the WITH THE AD- terms of payment solu- “Fundamentally, there’s a lot of differ- mind set and management. changing dimensions of tions such as UPI, wal- ence between the remarriage film and That does not include cer- DESIGN IS NOW weddings where gifts and as- VENT OF CHEAP lets etc. now. We are a lot more product focused, tain management and mar- FRONT AND sorted gewgaws for the bride ACCESS TO DATA, we do wedding shoots, and are for all oc- keting capabilities that an and her friends are now be- Rab Ne Bana Di Jodi. casions; not just the reception.” This is ev- outside player, a corporate CENTRE AS JEW- coming part of tradition. THE SMALLER No more? ELLERY STARTS Helping the new players are Parixit Bhattacharya, managing sequences. Yet, when TOWNS ARE Even as the wedding different purchase drivers. partner – creative, TBWA India it comes to finding market continues BEING VIEWED As Bhattacharya puts it, explains the rationale behind the the right life partner, EXPLODING IN growing at firm clip, “Investment is less important campagn for Shaadi.com: “People there is a hesitation to THEIR USAGE OF the big challenge for LESS AS AN IN- and people go for designs and are tech savvy and mostly wired sign up on a Shaadi. the online matrimony VESTMENT AND fashions as per the current towards taking matters in their com.” It is this dichot- WEDDING SITES category and the play- trends.” hands to find solutions. And yet omy of thought and ac- ers like Shaadi.com, MORE AS AN Gitanjali Jewels has several this behaviour doesn’t show as tion in the matchmak- Bharatmatrimony. INDULGENCE brands targeted at various sharply when it is about their own ing context that we’re looking to com, Jeevansathi.com continues segments within the wedding wedding.” Adds Rakshit, “We eliminate, he adds. to be around tackling the hesi- market such as Nakshatra, Parineeta, are comfortable making our own With the advent of cheap access tation and discomfort of people Nizam and Sangini. Bhattacharya says, choices and living with the con- to data, the smaller towns are ex- going online, says Aditya Save, “There is an element of convenience for cofounder of digital transforma- Stills from Tanishq TVCs the consumer in being able to meet all The big chal- The current-gen- tion firm, Agilio and former CMO, her needs for the Grand Indian Wedding eration is tech Shaadi.com. In his view, the next more or less at one go.” lenge for the big inflection for the category Luxury jewellery brand Nirav Modi, online matri- savvy & takes will happen when the current while present across the entire bridal/ mony category matters in their mobile-native generation reaches wedding spectrum has a flagship in its continues to be hands to find the marriageable age and would diamond solitaire rings. What the brand around tackling solutions. Yet look towards the obvious choice, offers besides a hefty price tag and a lux- the hesitation this behaviour the internet, to solve the problem. ury in store experience is a story — some- Unlike their predecessors who thing the older jewellery brands typically and discomfort doesn’t show as have been believing in the power lack the time and patience for. Says Nirav of people going sharply when it is of god, destiny and parents in fix- Modi, founder, “It takes 150 hours to craft online. about their own ing their shaadi, this gen would one of the Embrace jewels, and that dedica- Aditya Save, wedding. be much clearer about what they tion, time and attention to detail are what a Cofounder, Agilio and want for themselves and from ex-CMO, Parixit Bhattacharya, luxury jewel is about.” Shaadi.com Managing Partner – their potential partners. [email protected] Creative, TBWA India [email protected] CCI NG 3.7 Product: ETMumbaiBS PubDate: 15-11-2017 Zone: BrandEquity Edition: 1 Page: BEPER2 User: sandesh.pingale Time: 11-11-2017 01:02 Color: CMYK

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THE ECONOMIC TIMES NOVEMBER 15-21, 2017 THE WEDDING IS SPONSORED BY... How ‘Influencers’ are getting brands to foot part of the wedding bill

mentions. “When people asked “who/what are BY DELSHAD IRANI | MUMBAI you wearing” I’m not going to say I bought it. It was gift from the brand and I want to give credit When a 30-year-old woman from Mumbai where it’s due,” she tells us. was planning her fairytale destination wed- Chashmawala’s counterpart Masoom ding, during discussions with vendors she Minawala aka Miss Style Fiesta went a step let slip the fact she is an ‘Influencer’ to get the further when she decided to live stream her en- best deal for a coveted venue. A few photos tire wedding to provide her readers with a real of the nuptial on her Instagram, with poten- and immersive experience. The event held ear- tial of these being shared by her influencer lier this year was appropriately hashtagged, PHOTO USED WITH PERMISSION FROM YASH RAJ FILMS YASH FROM USED WITH PERMISSION PHOTO friends, was enough to get the bride the venue of course. #MissSFVirtualWedding had all of her dreams. At a price that wouldn’t cause the makings of a great story – two young and a nose-bleed. successful leads, an inter-continental rela- In a country where weddings are generally tionship, an elaborate proposal, all-conquer- sponsored by parents, ing love. Minawala says an elite breed of com- when she shared the pro- moners also known as posal with her followers The Big Wedding Brands ‘Influencers’, have dis- on a whim, “they loved covered new ways to being attached to our sto- make their dream wed- ry” and the love quickly A look at some of the regional brands that have dings an Instagram/ spread. She was on to emerged as the one-stop shop for wedding shopping in Snapchat-worthy real- something. From then India. By Shephali Bhatt ity. Without breaking on every moment was Of Bharat the bank, that is. The broadcast in real time key is to get brands to and the whole world was -year-old Sanjay “In 1987, my father hired three work- genuine is that they treat you equally cessories for Bengali and Punjabi offset some of the cost invited to her wedding. Sahni has given ers to help him. They are still with respectfully whether you buy one grooms. “The place is almost synony- through “creative col- “Blogging is about trying 30 years of his us, handling important roles in the ring, one set, or several,” she says. mous with sentiments,” says Soumya laborations”, effectively to influence people’s life life to Beauty shops now. We have a staff of 70-80 Shah sounds particularly im- Sinha (32), a Kolkata-born software turning the event into an with your opinion and 51 Palace — a jew- people at present, and nobody has left pressed with the owner Pratik professional working in Delhi. “The alternative marketing with your life. That’s not ellery company us since joining. They treat Beauty Motilal Gada’s knowledge of wed- price, the authenticity, and most im- vehicle. Usually these always a lipstick you use spread across two three-storeyed Palace as their shop and ensure the ding jewellery and ambitious expan- portantly the traditional variety you come as “gifts”. Like be- or an outfit you wear.” It shops in the same lane of Ambala customer leaves the store happy and sion plans. “He wants to turn Magic get here is hard to find what with all spoke lehengas or gowns could be a life changing City’s Dashmesh Market. Founded satisfied.” Sahni is planning to ex- Mirror into an experiential brand, the Manyavars around,” he adds. from celebrated fash- experience like mar- by his father Kundan Lal Sahni in pand and set up another store on the convert the terrace into a coffee shop ion designers like Abu riage. And why shouldn’t 1987, Beauty Palace specialises in Ambala-Chandigarh highway. and build a play area for kids so that Beyond Chennai Silk Sandeep and Manish brands see opportunity all kinds of artificial jewellery in- The Indian wedding market, es- parents can shop easily. He showed Malhotra. Jewellery for in that, she adds. “There cluding special items for Punjabi timated to be over `100,000 crore, is us pictures of celebs who are closet the bride and her maids wasn’t a pitch for this, weddings like Chooda, Kaliren, and largely unorganised. Most players shoppers of imitation jewellery and from Swarovski and it wasn’t like a business Mukhabba. Clocking a gross turn- either don’t have the budgets or the have visited his store to shop for sev- Jaipur Jewels for bride idea or media deck made over of over `10 crore, Sahni gets inclination to become national play- eral high-society weddings.” and maa. A bridal mas- about it. If a brand is in- customers from Haryana, Punjab, ers so they create a stronghold in a terclass from cosmetics Masoom Minawala terested they would get Himachal Pradesh, Chandigarh, small region. Even in metros, high- Oh! Calcutta’s major MAC. Shoes from in touch with me. It was Uttaranchal, and even a few NRIs end jewellery and apparel stores co- weddingwallahs Tres Mode. Custom bach- a creative collaboration — all finding their way to his shop exist with small shops. The latter pull elorette trip hampers and the entire process in Ambala for their wedding-related in SEC B customers in urban areas for bridesmaids cour- was organic. Unlike an shopping. “Women who grew up looking for wedding jewellery and For the Anglo-Indian population tesy startups like The email with deliverables.” in Ambala but have now settled in clothes. living in the Purasawalkam area Wedding Brigade. Her goal was to make Delhi, Mumbai or even abroad, come of Chennai, London Stores is a go- readers feel like they to Beauty Palace once a year and The wedding pros of to place for buying wedding gowns, Save The Date “belonged”. To make it shop for items in bulk. Earlier we Mumbai veils, wreaths, and other acces- A brand’s walk down the even more inclusive, would be wary of getting really ex- sories for Christian weddings. aisle begins with a date. Minawala worked with pensive jewellery, thinking it won’t “People know that even if London As soon as word of an vendors across a price sell in such a small town. But you’d Stores doesn’t have a particular impending influencer range so brides on bud- be surprised at the number of inter- There are stores that have at- design, they’ll make an effort to nuptial hits the street, Anan Chashmawala gets were not alienated. ested buyers,” he says. tained ‘celeb status’ in a city: Adi find it out for you. And it’s not brands come calling. Dhakeswari Bastralaya (ADB) — a even a wedding shop as such, yet As blogger Aanam AS SOON AS WORD OF AN Brands RSVP The star of Haryana’s multi-storeyed saree shop headquar- the Anglo-Indian community has Chasmawala (What IMPENDING INFLUENCER Weddings in India are wedding district tered in the Gariahat area of South been relying on them since 1995,” When Wear) recalls, rarely a short and small Kolkata is one of them. The USP of says Karen Souza, who got married “When we put the word NUPTIAL HITS THE STREET, affair, the number of ADB, we hear, is its promise that in Chennai and works as an opera- out, brands started get- guests is typically in the Magic Mirror, a store headquartered you’ll find every type of saree for a tions head at a consulting company ting in touch with us BRANDS COME CALLING, hundreds if not thou- in the western suburbs of Mumbai’s wedding or any other occasion, un- in Bengaluru now. about different ways GOODIES IN TOW sands. In most coun- Santa Cruz area, is a name often rec- der one roof. The popularity of this These and many such small-time they could be involved. tries, that’s not a wed- ommended for imitation jewellery shop that heavily advertises on re- shops are making it big in their re- These are things I didn’t foresee. Of course ding, it’s a football match. Now add influenc- shopping. 31-year-old Vallari Shah gional TV channels, print, and maga- gion, almost reminding us of ‘Shaadi these are perks of the job that I’m going to ers with armies of loyal followers to the mix is an NGO trustee, a writer and a zines, has prompted competition to Mubarak’ of YRF’s Band Baaja accept.” Brands integrated in her wedding and what might be an intimate affair with, communications professional, who adopt part of the legendary store’s Baaraat fame. Now to see whether ranged from Monisha Jaisingh and Monsieur say, 500 people, suddenly has eyeballs in the shopped from Magic Mirror for her name to ride on its popularity band- they’d be able to emulate the latter’s M to MAC, Forest Essentials and Kama thousands. Naturally, that’s just too big an Sahni buys jewellery from manu- budget wedding in Mumbai’s Arya wagon. But the connoisseurs can eas- fictional upward trajectory in the Ayurveda. In Chashmawala’s case, there were opportunity to miss for some early adopters, facturers based in Mumbai and Samaj Mandir. “We know it’s a part ily distinguish between the original real world, especially with the advent some brands she worked with on a monetary brands and bloggers. According to digital Kolkata, and claims his team keeps of customer service when they say ADB and those trying to cash in. of dozens of startups trying to make basis depending on the kind of coverage they agency Schbang’s founder Harshil Karia, itself abreast of the latest designs. But ‘your daughter is like our daughter so Located in Gariahat is yet another inroads into this huge and prosper- expected. The gifts she accepted graciously the value for brands lies in the fact that you the real reason behind his success, this is like our own daughter’s wed- old shop — Kimbadanti — this one ing unorganised business. with a ‘thank you’ and social are seeing it being used in a real setting. he says, is the healthy atmosphere. ding...’ but what makes them seem famous for wedding apparel and ac- [email protected] And for consumers, to see the brand perme- ate in the everyday life of that particular in- fluencer. It helps of course that Indian wed- dings usually have high production value An Affair To Remember several brands in- and the right aesthetics. “For the brand it’s tegrations, weighs like a paid advertisement but one where the A few months ago, Singaporean have given her an ang pow in. “At the end of person who they are associating with are Instagram influencer Mellissa Koh (gift of money) in any case, but the day, whether going to make absolutely sure the brand is was criticised online for her heavily changed the amount I put in my parents are shown in the best light.” Because it’s after brand-sponsored wedding. The list of it.” We asked Koh how she felt spending the all the biggest day of somebody’s life, apart, brands included Tiffany, Swarovski, about the backlash. “I’d say to money on buy- of course, from the birth of their children, if Fujifilm and the Ritz-Carlton Millenia each his/her own. I decided to ing me the things that’s on the cards. Brand sponsored baby Singapore, among others. She mostly share so much about my wed- or I’m spending showers or births, anyone? worked with brands she has existing ding with my followers with that money or Although a collaboration for the birth of ju- partnerships with and brands she hopes that it will be of some I happen to get nior influencers might be a hard sell, brands genuinely loves, she tells BE. value and inspiration to fellow it for free, it’s are however keen on gatecrashing other Some wedding guests, however, brides-to-be. Featuring brands irrelevant to important life events. Jeweller Nirav Modi didn’t feel that love. Instead they felt came naturally as a part of it, anybody else. My friends and fam- wants to shift some of the focus from wed- “cheated”. They told The Strait Times, whether or not I got sponsored for there for all of my vendors involved ily were happy I was getting these dings to marriage proposals, and is actively “The sponsorships cheapened the it or whether I had paid for it from as they truly deserve that recogni- gifts from brands and appreciated looking for opportunities with influencers. wedding, made it insincere, and I felt my pocket. I am so blessed to have tion for their hard work and talent.” the fact I’ve come to a point in my We’re not sure about all marriages, but dia- as though she had made money off worked with such an amazing team, Popular Indian blogger Aanam life where I had that privilege.” monds are forever. So if you like it, then you me through her wedding.” “I would I really hope to get the word out Chashmawala, whose wedding had [email protected] better put a ring on it. [email protected]

BY INVITATION Karthik Nagarajan of GroupM on solving a problem called “content marketing” A ‘Branded Content’ Shaped Elephant In The Room

Earlier this year, Gartner released Before you call me a pessimist, let you if you look different at dif- Hold that smirk! We are actually ative gods than we ever did before. its CMO Strategy Survey on Digital me explain. Unlike our interna- ferent times. Today, a brand that doing something as absurd with That is the only way we will be able Marketing. One of the things I tional counterparts, why do we not looks and sounds stunning on TV, content marketing. In an era where to push the envelope. But this will keenly look forward to as part of have a steady supply of path break- looks bland and uninspiring on a we are expecting branded content to need to be a controlled explosion. this survey every year, is the ‘Hype ing case studies from India? Why Facebook post. One that sounds travel across new horizons with the This is why it is important for com- Cycle’. And this year, ‘content mar- do we continue to see lower brand functional everywhere else, sud- consumer, our metrics and scales munications organisations like keting’ was slotted in the ‘Trough of spends on content, even at the denly becomes an activist for the still have a media hangover. We have GroupM to perform the balancing Disillusionment’, along with ‘social peak of hype? Where are we going downtrodden, through a single to go beyond impressions and reach. act – of data and creativity. Which marketing’ and ‘responsive design’. wrong? The answer could lie in one video! The consumer is confused. This old route already has a casualty is why, even as we explore new fron- This means that the market is done of these three trends. Hence it is essential for us to move – Remember Influencer Marketing? tiers in insights-driven content, we with the hullabaloo around ‘content from an ‘idea’ based industry into That golden goose that we success- continue to curate platforms like marketing’ and things are about to Idea versus journey a ‘journey’ based one, where every fully killed and tossed into gravy? ‘Brew’, an annual content up-front get real. What a bloody relief! In ‘Content’ is not a new entity in communication rendition is ration- event, where creators, platforms a way, I have been waiting impa- marketing. And neither does alised by data. Left versus right brain and brands come together. Because tiently for this and am extremely it denote a specific form fac- If we are moving from an idea into both data and creativity need to happy that we finally got here. Even tor. For the consumer, they The metrics problem a journey of content, does it mean be nurtured at a talent level, with though this means that the prodigal are all merely different meet- Imagine if we were to strip NASA that we replace the creative direc- equal care. ‘content marketing dollar’ will not ing points between herself of all optical equipment and ask tors with platforms and planners? The author leads the content be easy to come by and will have to and the brand. And like people, Karthik Nagarajan them to manage their next mission Absolutely not. In fact, the content practice for GroupM. work harder in the days to come. she will not recognise through 15th century telescopes. industry needs more powerful cre- Views expressed are personal THINKSTOCK CCI NG 3.7 Product: ETMumbaiBS PubDate: 15-11-2017 Zone: BrandEquity Edition: 1 Page: BEPER3 User: sandesh.pingale Time: 11-11-2017 01:03 Color: CMYK

4

THE ECONOMIC TIMES NOVEMBER 15-21, 2017 How NOT To handle A Brand Crisis Inspired by the recent IndiGo fracas, And How To Do It Right Ashok Lalla has a few guidelines. he recent Indigo 1. Put the customer first. And outreach. More is better, in times Airlines incident your business second of crisis. is the inspiration BY INVITATION Do whatever it takes to do the right for this piece. As thing. Remember, if you treat cus- 4. Stay tuned in and listen an avid brand and tomers right, they will treat your The social stream will be over- Tconsumer watch- 3. Hide behind a corporate business right. But if you think of flowing with chatter. Set in place er, I analysed the cloak of anonymity protecting your business interests a robust listening mechanism. events as they unfolded as news Social media today enables peo- before your customers, you will But do not rely just on your social and social media chatter, and ob- ple to connect with others, and soon have no customers, and no media teams to filter the chatter. served how the brand responded. express and share opinions at business. Dive in and listen yourself as the My reading is that there are 6 speed and scale. At the time of a brand custodian. You do not need things a brand must NOT do when crisis, ducking behind responses 2. Respond from the top to respond to everything, but re- faced with a crisis: through a corporate handle or a Real people, real voices. Video is a spond you must. Periodically, to spokesperson is a recipe to flare up great format to respond with a face, address the key issues and angst. 1. Wish for the incident to die already the frayed nerves and hot voice and emotions. It beats bland, Remember, an open door is better a natural death words flying around. Such times textual responses. Ideally have one for brand health than a free-for-all In these hyperconnected, always- call for a real person, a face, a voice or two very senior people doing open internet. on times, remember that there of consequence to step forward and the responses. Not the corporate If only Nestle had this primer are more eyes, ears, cameras and respond. In most cases, this must communications head, ideally the when the Maggi crisis erupted, video recorders on phones, than be the CEO, or even the Chairman CEO. And maybe the operations things might have turned out the biggest airline in the country of the Board. head, if the crisis is operations quite differently! But that is per- has passengers in a year. related. Or the executive chef, if it haps something to talk about over Nothing dies. It just festers and 4. Ignore the voices swelling is a food related crisis in a hotel or a bowl of Maggi noodles sometime then rears an ugly, highly infect- in the stream restaurant. The one next step you must take if ed and toxic head. So act as soon Crisis incidents create a flood of you are a brand owner or custodi- you become aware of an incident. voices, many rants and many real 3. Constantly update an is: Review your current custom- Delay to act can create decay for issues being brought up. Not pay- 5. Attempt to turn crisis into a positive for your brand once it Managing a crisis right takes Announce the frequency of up- er service and brand reputation the brand. ing heed to them and responding marketing opportunity tides over. a preparedness in both mindset dates, and stick to it. Even if there management guidelines, and then is an invitation to an increased ve- Despite what you learned in B and actions. I have come up with nothing to update, say that in an refresh them to strengthen your 2. Be reactive and defensive locity of angst and being perceived School about seeing every crisis 6. Wait the crisis out a list through observing how dif- update. This is very crucial in crisis preparedness. Take the help You lose critical care time by be- as an uncaring and unresponsive. as an oppor tunity, do not plug your Once a crisis has occurred, do- ferent brands have handled cri- order to prevent idle chatter and of experts i f required to get it right. ing reactive rather than taking Not every comment requires a re- marketing story while responding ing nothing is like letting a little ses over the years. And through misinformation from spreading, Because a crisis well managed is a the initiative to address an inci- sponse, but a methodical, periodic in a crisis. Do not highlight how infection in your foot fester with- first-hand experience of having which happens very easily via so- bigger crisis averted. dent before it turns into a crisis. response goes a long way to quell- many million happy customers out treatment. It can grow into a handled the digital footprint of cial media and TRP-hungry news The author is an independent Defensiveness is often seen as a ing the bubbling outrage. And yes, you have. Instead, simply apolo- condition of gangrene, and need the 26/11 crisis at Taj Hotels as channels. Own the flow of the nar- Digital Business Advisor to tactic to cut ones losses and save these responses need to be from real gise to those aggrieved, and you drastic, often very painful treat- it unfolded, as its then Internet rative by being visible and avail- brands and agencies. face. It ends up aggravating mat- people, ideally people at the top. will be seen as a brand with a spine. ment. So, at the first whiff of a Marketing head. My 4 to-dos for able easily, across all your brand’s He tweets at @ ashoklalla. ters rather than serving as a salve . That will itself turn the crisis into crisis, act. better crisis management are: channels, and even wider media Views expressed are personal. LEADER BOARD the The YouTube Ads Leader Board represents the Top 10 ads on YouTube in India that resonated most with audiences over the past month and recognises the brands that performed best through a combination of popularity and promotion. twitterindex 1 Amazon: Amazon Great Indian Festival 2017/09/26 8861103 Publish Date: ; Views: The weekly Twitter Advertiser Index lists Conversion, like charity, begins at home. As this spot the brands which have generated most makes abundantly clear when a father must skip a Diwali with users on the platform

shopping trip to City Market for his grown up kids who PRESENTING THE BRAND ENGAGEMENT INDEX show him how it’s done today. Swipe and scroll. All it takes A S ON NOVEMBER 9, 2017 is a good offer to make this self-confessed City Market loyalist switch his allegiances. What a world, eh! The index looks at the live list of all advertisers on the platform and measures the total number of user with all the tweets that they sent out that week - specifically this is a sum of all the replies, retweets and favourites across all tweets that week. 1) @oppomobileindia For days leading up to the launch of its newest smartphone #OPPOF5, @oppomobileindia got followers and fans excited with tweets promoting the event that it was running and live steaming to launch the phone. Oppo used different types of tweets including conver- sational cards to spread the word about the mobile phone that can #CaptureTheRealYou. In one tweet, the company urged fans to retweet 4 Zee TV: Aaj Likhenge Kal the tweet and guess the price of the phone to Publish Date: 2017-10-15; stand a chance to win prizes Views: 3822882 The description reads: “A retired 2) @SamsungMobileIN government employee took a @SamsungMobileIN continued to promote flight for the first time in his life. its much talked about smartphone, the The reason will melt your heart.” #GalaxyNote8 with an interesting activity And it does. Mr Ravindranath #Haveitall. In this activity, @SamsungMobileIN Sharma fights his fear of flying to made use of gifs to display all the special 3 iPhone 8 Plus: 2 Manyavar: Portraits of Her witness his daughter’s first flight features of the phone. In 5 separate tweets, 5 2017-10-16 4523291 Publish Date: 2017-10-20; Views: 5320439 Publish Date: ; Views: as captain. This could have been different gifs were posted which showed fol- While watching their friends’ wedding, Anushka Sharma and The indie-pop soundtrack for the phone’s superior portrait lighting easily stretched to a fempowered lowers the performance, security, camera, SPen Virat Kohli make seven promises to each other. What starts goes “you’ve got a strange effect on me, and I like it”. But would you 4-minuter that would have made and display features of the phone. Followers off as a bit of fun – like when Kohli promises to cook for 15 still ‘like it’ if the effect is falling flat on one’s face on the street? As if us shed tears of pain not joy. had to pause the gif when it showed all the days in the month - quickly turns serious. Love-hold-cherish- selfies weren’t dangerous enough, the ad seems to encourage people We’re glad the agency kept it features and by sharing their screenshot, they till-death serious. Real life celebrity couples in ads can come to do amateur photo shoots while on the move. Well, at least you’ll go short and sweet. stood a chance to win the phone. off as a lazy gimmick. But this spot proves they can do more down looking your Instagram best. than just make pretty brochures for luxury apartments. 3) @GoogleIndia @GoogleIndia released a video promoting its brand new, highly anticipated smart- phone Pixel 2 after the launch of the phone. This tweet with the video was pinned on its Twitter page, to increase the number of viewers, therefore increasing the engage- ment. The video showed viewers and fans the details and special features and functions of the phone - more colour options, better camera and picture quality and unlimited storage. 5 Nykaa: Karvasach of Karvachauth 6 #Disney Princess Koovs: The Real Life Princess 7 #VivoProKabaddi: The Final Panga Publish Date: 2017-10-04; Views: 1306100 Collection Publish Date: 2017-10/15; Views: 842817 4) @MaggiIndia Comedian Malika Dua plays TV reporter, starving “cuppulz” Publish Date: 2017-09-25; Views: 1164885 An earworm of the jumping jhapang jumpak variety, @MaggiIndia came up with a new product – Chuggpreet and Krespy, Sunnsunny Aunty and Chandu the The Disney princess of today is not a simpering, kabaddi teams, the Vivo mascot, various team recently - the Nutri-Licious Oats Noodles. Chand in this 6-minute long video about the North Indian ritual annoying doormat, this ad tells us. These Princesses mascots: all blend to create an anthem for the final of A combination of Maggi and oats, this of fasting for the long-life of loved ones. As the age old saying are edgy, and strike pouty passive aggressive poses the Pro Kabaddi League. It’s kinda catchy. Which, you #MaggiNutrilicious claims to contain fibre goes, “you’re not you when you’re hungry”. So, please, just let to a rap soundtrack. The moral of the story: Be could say, is the entire point of kabaddi. of one bowl of oats and 15% RDA of protein. them eat and pray. Confucius was right. Or was it Snickers? careful what you wish for? The brand made use of Twitter to promote this new product as an alternative breakfast option. The tweet also lets fans know that this new innovation came in different fla- vor options such as Herbs and Spices and Masala.

5) @motorolaindia Ahead of the launch of its newest mobile phone Moto X4, @motorolaindia ran #moto4xheist to spread awareness and create hype around the phone. The activity included the brand using a series of tweets, 8 Dabur Red Ayurvedic Gel: Freshness bhi, Protection bhi 9 Xiaomi: Mi Mix 2 – Coming to India 10 HDFC Home Loans: Ayush Ki Diwali or a thread, to ask questions and for each 2017-10/13 285130 Publish Date: 2017-10/03; Views: 532879 Publish Date: 2017-10/05; Views: 361754 Publish Date: ; Views: question, there were 2 answer options fol- An archetypical cool dude with minty fresh breath is let Most phone companies herald their new release with It starts like one of those presumptuous ads from lowers could click on. If they selected the down by bleeding gums. Cue product windows, graphical spec sheets set to EDM. But the ad averse Xiaomi has mobile handset makers and operators urging us to wrong answer, their mission had gone wrong put our phones down and then muddles its way into a representations of ingredients and the sort of advertising its new flagship show up in intriguing locations like and they would have to go back and select lionising of HDFC Home Loans. But all’s forgiven in the that was considered dated 20 years ago but is probably just the monolith from 2001: A Space Odyssey. Why keep again. If they manage to go through the heist, festive season. as effective now as it was then it real when you can keep it surreal? they stood a chance to win the new phone.

Regn.No.MAHENG/2002/6711Volume 16 Issue No. 46 Published for the Proprietors, Bennett Coleman & Company Ltd. by R. Krishnamurthy at The Times Of India Building, Dr. D.N.Road, Mumbai 400 001Tel. No. (022) 6635 3535, 2273 3535, Fax- (022)-2273 1144 and printed by him at (1) The Times of India Suburban Press, Akurli Road, Western Express Highway, Kandivili (E), Mumbai 400 101. Tel. No. (022) 28872324, 28872930, Fax- (022) 28874230 (2) The Times of India Print City, Plot No. 4, T.T.C. Industrial Area, Thane Belapur Road, Airoli, Navi Mumbai-400708 and (3) TIMES PRESS, Plot No. 5A, Road No. 1, IDA Nacharam Ranga Reddy District, Hyderabad-500076. Editor: Ravi Balakrishnan(Responsible for selection of news under PRB Act). © All rights reserved. Reproduction in whole or in part without the written permission of the Publisher is prohibited. CCI NG 3.7 Product: ETMumbaiBS PubDate: 25-11-2017 Zone: MumbaiCity Edition: 1 Page: ETMCSP10 User: sandesh.pingale Time: 11-24-2017 22:52 Color: CMYK

10 Saturday Feature The Economic Times, Mumbai, Saturday, 25 November 2017 SENSE OF DEFEAT Five Star Hotels New Offering: Stress-Related Disorders Top Quality Air Hotels hope to set new benchmarks, not just in India, but Take Toll On Telecom in the global hospitality industry. Anumeha Chaturvedi reports

New Delhi: Travelling to Delhi/NCR and worried about the worsening air quality and smog? Some res- pite could be underway as leading hotel chains such as Sector Workers ITC, Taj and Hyatt, which often welcome heads of states Turmoil in the industry has seen jobs slashed by an and some of the world’s most renowned dignitaries, said they are adopting new measures and initiatives to make estimated 25% and there is a perceived lack of fresh

sure that the air their guests breathe is of top quality. FILE PHOTO Luxury chain ITC Hotels, which runs hotels like the opportunities. Psychiatrists say the number of patients ITC Maurya in New Delhi, said that while it has worked continuously on improving indoor air quality in its ho- from this sector has gone up. Devina Sengupta reports Conscious and tels, its new technology under implementation, will set new benchmarks, not just in India, but in the global he shakeout in the telecom sector hospitality industry with third party validation and amid a brutal tariff war and massive Nowhere Men (and Women) Digital Spending At endorsements. The IAQ (indoor air quality) enhance- debt has claimed its fair share of vic- ment technolog y that wil l meet W HO standards is first tims, with companies being forced There has been 50% increase in patients being implemented in New Delhi at the ITC Maurya, to exit or get acquired. What about coming from the sector in the last year and T counsellors expect a similar jump in coming months but the chain plans to roll out this initiative across all the human cost? Psychiatrists and The Not So Big Fat its hotels in a phased manner. psychologists note a spurt in patients from the Employees are suffering Those employed are “As part of our responsible luxury ethos, luxury telecom industry over the past few months, a from DEPRESSION & experiences are delivered through responsible initia- f low that’s likely to increase further. AFRAID OF BEING LAID Indian Wedding tives aimed at guests, associates, community and the “I get eight to 10 patients a month from ANXIETY DISORDERS, OFF & are working in a environment. This is in keeping with our objectives the telecom sector. Even a year ago, barely say doctors frenzy to retain posts of providing our guests with better air quality, mini- one or two would come from this indus- A year after demonetisation, mising air pollutants and creating an environment of try,” said Harish Shetty, psychiatrist at LH MERGERS, TAKEOVERS ARE weddings are smaller and cleaner, healthier air. A dynamic plaque will display Hiranandani Hospital in Mumbai. “Till now, BUILDING INSECURITIES on real time air quality, both inside and outside the ho- most of my patients with work-related depres- what will happen once payments are mostly digital. tel,” said Dipak Haksar, chief executive, ITC Hotels and sion and anxiety disorder were employed in process is completed WelcomHotels. the IT sector but now the telecom industry is Anumeha Chaturvedi reports The alarming levels of smog and pollution in Delhi/ catching up fast, and at this rate, there will Retrenched employees NCR (reaching 30 times the WHO’s safe limits) earlier be a 50% increase in their numbers within feel DEJECTED WITH NO New Delhi: Twenty-six-year-old Sakshi Grover is this month had dented travel plans of the next one year.” VACANCIES in other making every penny count for her upcoming wed- The alarming several domestic and overseas trav- Telecom workers are threatened by layoffs sectors. ding on December 10. She has bad memories from levels of smog ellers in the busiest tourist season and the lack of fresh job opportunities. Those last year when her cousin got married around the and pollution for the Indian capital where winter who’re still employed are under pressure to time of demonetisation. in Delhi/NCR has just set in. Environmental au- grab as many subscribers as they can from “We are being very careful and are not using a lot earlier this thorities had imposed severe plus competition while they work in offices that of cash. It’s mostly cheques, net banking, credit and ANIRBAN BORA ANIRBAN month dented category restrictions earlier this have emptied out after colleagues have been debit cards. We are only dealing with professional travel plans of month while the doctors had de- fired. Then there’s the looming threat of their vendors who are open to digital payments and are several domes- clared it a public health emergency. own terminations if a merger goes through. Patients have complained of palpitations, LOSS OF looking at more budgeted formats. I’m cutting back tic and overseas Taj Hotels Palaces Resorts Safaris, The telecom workforce has been slashed by on spending on things such as wedding lehenga and travellers in the which runs hotels like the Taj Mahal an estimated 75,000 or 25% since Reliance Jio APPETITE AND SLEEP, WORRYING OVER LOAN trying to spend wisely,” she said. busiest tourist Hotel and Taj Diplomatic Enclave in Infocomm’s entry in September last year with 60-year-old Nalini Gupta (name changed) went more season New Delhi, said it is also putting in free voice and rock-bottom data rates. Rivals REPAYMENTS, social stigma in case of job losses or less cashless for her daughter’s wedding last week. additional efforts to monitor and have been forced to make cuts to improve mar- “Most vendors refused to accept cash and we were enhance the air quality in its guest rooms. At the Taj gins, shutting operations and seeking mergers paying predominantly through cheques or using net Mahal Hotel, New Delhi, outdoor air intake is being while constantly letting go of people without psychological welfare, experts said. said P Satish Chandra, former director of banking. Not just the hotel which was the venue, but controlled mechanically. refilling positions. Counsellors say employ- “In sectors like telecom which are under the National Institute of Mental Health and other vendors too. Very unlike my elder daughter’s The air is filtered through high efficiency filters be- ees are worried about loan repayments and stress, companies need to identify their em- Neuro-Sciences (Nimhans), who is now an ad- wedding,” she said. fore being distributed around the building. In addition, are telling them that getting a job elsewhere ployees when they show symptoms like lack of visor at Apollo Hospital, Bengaluru. “Those A year after demonetisation, the big fat Indian carbon dioxide (CO2) levels are being monitored and amid industry churn is tough. Those with sleep, pessimism, poor concentration, loss of who remain are uncertain since they know weddings are being replaced with more muted and maintained at less than 1,000 ppm (parts per million), niche skills in the middle order have been hit appetite,” said Rajesh Sagar, professor of psy- companies retrench to bring down costs and cautious ceremonies with an emphasis on digital while adequate air changes per hour (ACH) 6-15 are the worst, they said. “There could be a rise chiatry, at the All India Institute of Medical they may be next.” transactions and conservative spending. Some of the also maintained throughout the hotel as per ASHRAE in patients who are from the telecom sector Sciences (AIIMS). Rajan Mathews, director One of Shetty’s patients was a 27-year-old country’s renowned wedding planners, caterers, de- guidelines, a ventilation benchmark for acceptable in- as both perceived and environmental stress general of lobby group Cellular Operations man who suffered severe depression when he cor artists said spending is down by 30-40%, and busi- door air quality. “To ensure that guests are comfortable increases,” said Sameer Malhotra, who heads Association of India (COAI) said companies was laid off. Adding to his panic was an ailing ness has taken a knock. High networth individuals at all points of time, the hotel has also placed de-humid- mental health and behavioural science at Max are trying their best to help staff. parent he was caring for and a home loan that have given up on the lavish, carefree spends, and have ifiers on guest floor corridors to ensure humidity levels Hospital in Delhi. “The rise in employees from the telecom sec- needed to be paid off. After months of search- settled for low-key affairs with pruned guest lists. are maintained and an in-house microbiologist con- Environmental stress stems from events such tor heading for help is not surprising,” he said. ing, he got a job at a much lower salary, which “Spends are down 30-40%. There are people who bled ducts random air sample tests within the hotel,” said as retrenchment. Perceived stress refers to a “Although the sector has seen ups and downs, further eroded his self-esteem, leading him to profusely in business: from décor to food to menu, a Taj spokesperson. person experiencing loss of control over cir- the ongoing one is a tsunami of sorts and is doubt his capabilities. everything is included in a consolidated price now. At Taj Diplomatic Enclave, all the treated fresh air cumstances amid rapid change. unprecedented. Telcos are trying to ease out Shetty counselled him over four sessions on Spends are wiser, there are a lot of tailor-made farms and the air handling units, which condition the air in “Although factors like family support, par- the pain of employees as much as possible but how his layoff was not a reflection of this. Now and venues coming all guest rooms and public areas, are installed with allel opportunities and personal predisposi- they have to work within shrink- in a much more positive frame of mind, the man Planners, caterers, out with very sensi- dust-free filters, which weed out the suspended particle tion make a difference, there has been a 20% Telcos are ing revenues. They are trying to remains in touch and continues the hunt for a and decorators ble schemes which PM 2.5 and PM 10 with the efficiency of up to 70%, the increase in patients with work-related dis- trying to reskill employees, working with better job. include décor, rent- spokesperson said. orders in the last few years and turmoil in ease the outplacement firms to help their Some may be forced to accept reassignments say spending is als and food. Initially, Aseem Kapoor, general manager at Hyatt Regency industries like telecom will add to the spurt,” pain of em- workforce.” they’re not keen on. In one instance, this led to down by 30-40%, people had different Delhi, said to address the current needs, the frequency said Malhotra. Apart from telecom workers, ployees but Counselors typically conduct panic attacks as the person felt cornered. But choices of vendors but of the filter cleaning has been increased in the past two his patients are mostly lawyers, doctors and they have to mu ltiple sessions that last 4 0 min- in this case, his doctor at Hiranandani Hospital and business has now it has become a weeks to almost daily/weekly at the hotel. The other- IT professionals. work with utes to an hour in work-related was able to help convince the company to stop little more compact,” wise regular filter cleaning schedule for Hyatt Regency The industry employed 300,000 until shrinking disorder cases. the transfer. Still, the employee remains un- been hit. The said wedding décor Delhi is monthly for room AC filters, and 7-10 days and about a year ago and is now down to 225,000. revenues While some are angry at their certain of his future in the telco. moneyed have stylist Swati Pandya 15 days for restaurants and fitness centres, respectively. Recruiters ET had earlier spoken to said more employers, most experience a Recruiters say there has been a 35-40% increase Sood. “Four additional air purifiers have been installed in job losses will take place once operators and sense of defeat, even those who still have jobs. in resumes from employees in the telecom sector given up lavish Sood said the cuts the fitness centre to avoid dust, the landscaped grounds tower firms start consolidation of business Some feel the stress to perform better to retain who want to exit the industry as soon as possible. spends, opting are getting reflected are being watered twice a day and fresh air intake to the following approvals. their jobs. Willing to take a pay cut, they’re looking for jobs in smaller guest lists building is being kept down to the minimum.” While companies are busy fighting for sur- “The unavailability of jobs makes it worse in ecommerce, transport, logistics and the fast- instead for low-key and lesser functions. vival, they need to keep an eye on employees’ for those employed in industries like telecom,” moving consumer goods (FMCG) segment. ceremonies with “Earlier, they may have called around pruned guest lists 1000 people, but now it is down to 6 0 0. F rom four to five functions, they might do two today. Things are not back to normal. So, they are downsizing the footfalls,” Sood explained. A Tribute to Two Other Women of Sticking to her budget meant a lot of hard work and Grover traversed all sorts of markets from Shahpur Jat to Chandni Chowk. She had always dreamt of wearing a Sabyasachi lehenga, but settled for a lesser known designer who fitted her budget. Her family is Alauddin Khilji’s Time also cutting the pre-wedding functions and combin- ing them as multiple ceremonies. Deval Devi, a Vaghela princess, was married to Alauddin Khilji’s eldest son while Bibi Nanchari Amma, a “Exploring helped me cut costs. This is very unlike other weddings in my family, but it’s fine,” she said. Khilji princess, journeyed to the south to be with her divine lord Venkateswara Akhil Batra, owner of Event Rental India, a compa- ny that rents out spaces for weddings, rues the lack of work. “Definitely business is affected and there’s less rial for a Bhansali movie. Of course another rea- work. Budgets for weddings have gone down this year, son for Malik Kafur’s mission to retrieve Deval compared to budgets of previous weddings issued to Devi in 1308 was the fact that Deogiri’s ruler had us from families. They have definitely cut down on stopped paying the annual tribute he had com- scale: even if it is an indoor wedding in a banquet or mitted to upon his defeat by A lauddin in 12 9 6. His a hotel, the scale has come down,” he said. kingdom had been the staging point for Kafur’s Food consultant and restaurateur Marut Sikka, who attacks on the Pandyas of the south. And that’s caters to some of the biggest weddings of Bollywood where the story of Bibi Nanchari Amma comes stars and high-flying industrialists, said the very in: a Khilji princess (some aver she was Kafur’s ostentatious and over-the-top show of money was daughter) who fell in love with a looted idol of curtailed because of demonetisation. Lord Venkateswara brought back to Delhi and “There is a course correction and people are not Malik Muhammed Jayasi has become a house- given to her as a toy. spending unnecessarily. That trend has carried on hold name now thanks to the outrage over It was during the reign of Mubarak Shah Khilji throughout the course of this year. They do structured Sanjay Leela Bhansali’s Bollywood depiction of that Bibi Nanchari Amma expressed a wish to spending and are more conscious of the money being Padmavati, his 16th century poetic opus on a 14th marry Lord Venkateshwara – like the legend- spent. They didn’t have a choice but to move to digital century event. Jayasi, whose patron was the then ary 8th century Vishnu devotee Andal and 16th transactions and that’s there to stay,” said Sikka. raja of Amethi (the current raja has joined the century Meerabai. The fratricidal Mubarak was Like Grover, brides and grooms too are cutting chorus against Padmavati!) must have depended actually a rather lax monarch by the standard back on things like wedding attire. “Earlier, lakhs on local lore for his tale of the lustful Alauddin of those times, so maybe that’s why he agreed to and crores might have been spent on expensive trous- Khilji attacking Chittorgarh to obtain Ratan it, not because he saw Lord Venkateswara in a seaus. But today, they are realising they may not wear Singh’s beauteous queen Padmini, who preferred dream as some said later. Interestingly, he also it again, so things are being toned down,” said Sood. jauhar to capture. Yet historians are knocking apparently agreed to return other idols looted by Fashion designer Raghavendra Rathore, often re- heads over his poem. Malik Kafur to the temples of the south. ferred to as the king of bandhgalas, said the perceived But two amazing stories, including one im- So Ramanujacharya, head of the SriVaishnava value of an outfit has become an essential element in mortalised by Amir Khusro, also emerge from BORA ANIRBAN Matha in Melkote in Karnataka (who also sup- the success of designer wear sales. those times, with more evidence of their being posedly dreamt he must go to Delhi to retrieve “The uber luxury segment of the market may not be real than Jayasi’s Padmavat. One is about Deval the idol and bring the princess), headed north open to showing off their wealth publicly. Luckily, our Devi, the Vaghela princess whose father was de- That Alauddin supposedly listened to a cap- to do so. The journey took a toll on the princess, products and price points are based on pricing factor- feated by Khilji and mother taken into his harem, There is no doubt that tured queen is piquant enough; that he sent who died soon after her ‘marriage’ in 1316. But ing in fabric material, cut and the bespoke tailoring but who ended up marrying the Sultan’s beloved Khilji was blood-thirsty, Malik Kafur (whom some historians aver had her samadhi is there at the Chellapillaraya tem- services that we provide and not so much on embel- eldest son Khizr Khan. The other is about Bibi a “special” relationship with the Sultan) to ful- ple in Melkote, where she is worshipped along lishments and ethnic handwork, which sometimes Nanchari Amma, a Khilji princess who became but the story of Deval fil her wish is even more unusual. But the most with Lord Venkateshwara. Interestingly, there can be ambiguous and make the customer anxious for a devotee of Venkateswara and journeyed south remarkable fact of all is that Alauddin allowed is also a story that a Muslim princess travelled a bargain or create a concern because of high price,” to be with her divine lord and died there. There Devi and Khizr Khan is an the Hindu princess Deval to marry his eldest son to the magnificent Ranganathaswamy temple said Rathore. is no doubt that Khilji was blood-thirsty, as con- Khizr, after whom he renamed Chittorgarh fort at Srirangam. Hotelier, caterer and owner of brands like Saltt, temporary accounts list his massacres, many of aberration, which may be (of Padmini fame) Khizrabad in 1303. As no less Kafur’s army did loot the temple so Bibi Shakkar, and Art of Chaat, Sammir S Gogia said cut- them pointless except to cement his reputation as a personage than Amir Khusro was inspired to Nanchari may well have been that royal bhakt backs are explicitly getting reflected in the menu se- a fearful conqueror. But the story of Deval Devi why Amir Khusro decided to write their ‘love story’, shouldn’t Bollywood be especially as a tradition at Srirangam points to lection. “Customers tend to cut down on the number of and Khizr Khan is an aberration, which may be interested? a Muslim connection. Inside the complex there is dishes nowadays. As a solution to this, Saltt Catering why Amir Khusro –who lived through the short immortalise it in a masnavi After Alauddin’s death, Malik Kafur was killed a temple to ‘Thulukka Nachiyar’, a consort of the offers specially-curated menus and packages ena- and gory Khilji era and the start of the Tughlaq in a palace coup, Khizr and other Khilji princes Lord. He is draped in a lungi when he visits her bling customisation according to one’s choices and dynasty—decided to immortalise it in a masnavi often referred to as ‘Ishqiya’ were murdered by their brother Mubarak, who and the prasadam there is of wheat parathas, an budget. There is a considerable cut-down in the wed- often referred to as ‘Ishqiya’ in 1315. Some say reigned briefly before being killed by usurper ode to her northern link. There is also an idol of ding expenditure this year. Guests lists are shrinking he composed it as a local alternative to popular ter Deval to Devagiri) Alauddin married the Khusro Khan, who in turn was vanquished her in Tirumalai and a temple in Kadapa where and customised packages are being preferred more.” Persian love stories of that time like Layla-Majnu. Vaghela queen Kaula Devi. She eventually won by Ghiyasuddin Tughlaq. Tragically, the thousands of Muslims come to worship, as do People like Rathore are a hopeful lot though. Whether Deval and Khizr actually fell in love his trust and a decade later on her plea to bring widowed Deval was apparently passed on to many devotees of Venkateswara before they go “Transparency has been a good byproduct of actions or were pawns in royal realpolitik will never be her daughter Deval back, Alauddin despatched Mubarak and then Khusro. Add to this the fact to Tirupati. taken by the current government. But old habits die known but their story certainly sheds a different his general Malik Kafur, the infamous Gujarati that there are acclaimed Gujarati novels on the Surely the incredible tales of these two women hard. New international destinations will draw them light on Alauddin. The story goes that when he de- Hindu convert to Deogiri (later Daulatabad), to last of the Vaghelas, including Karan Ghelo by deserve to be told as much as their contemporary, away and 5-6% of every father’s (financial) portfolio feated Rai Karna Dev II (who fled with his daugh- do so. Nandshankar Mehta, it should be prime mate- Padmini? will cater to the wedding spend once in their lifetime.”