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India's wearable device market has declined again in the third quarter driven by few product launches and cautious inventory management as per a report by Entrackr, citing IDC's report.

The wearable device market declined by 20.7 percent year-on-year to 38 million units in Q3 2024, Entrackr reported.

The shipment of wristbands saw a 48 percent decline to 56,000 units in Q3 2024 while smartwatches and earwear saw a 44.8 percent and 7.5 percent drop. The total shipment of smartwatches stood at 9.3 million and earwear at 28.5 million in Q3 2024.

However, the average selling price (ASP) for wearables increased for the first time since Q2 2019, rising 1.3 percent to $21.3 in Q3 2024.

boAt remained the top smart wearable company in the country with a 32 percent market share, followed by Noise (11 percent), Boult (9.7 percent), Realme (5.8 percent), and Oppo ( 5.5 percent), respectively.

However, boAt's growth declined 14.5 percent in Q3 while Noise faced a 19.2 percent decline in the same period.

Both BoAt and Noise growth declined last year as well. The revenue of boAt declined by 5 percent to Rs 3,122 crore in FY 24, and NOise's revenue from operations grew a modest 0.4 percent to Rs 1,431 crore in the last fiscal year.

BoAt led in the true wireless stereo (TWS) category with 36.8 percent market share while Noise stood top in the smartwatch category with 27.4 percent market share.

Boult and Realme registered a growth of 32.5 percent and 56.5 percent, respectively.

Additionally, the smart ring segment saw a shipment above 92,000 units and a 16.2 percent in the average selling price to $162.1. In this segment, Ultrahuman led the market with a 36.8 percent share, followed by boAt (Imagine Marketing) at 20.5 percent, and Pi Ring at 16.3 percent.

India's wearable device market sees 20.7% decline in Q3 2024: Report

The Board of Directors of Hindustan Unilever Limited (HUL) has announced its decision to separate the Ice Cream business. As per the company, the Board had constituted a committee of Independent Directors of the Company to evaluate the way forward for the Business. 

With the aim of maximising value for all shareholders, the Board, based on the recommendations of the Independent Committee, will determine the mode of separation by the end of this year.

The Board’s decision to separate is in line with the recommendation made by the Independent Committee following a comprehensive review of the Business. The Independent Committee considered some key aspects in arriving at its decision to separate the Business. 

Read More: <a href="https://www.storyboard18.com/how-it-works/piracy-paces-up-in-india-indias-piracy-economy-stood-rs-224-billion-in-2023-reveals-ey-iamai-report-45825.htm">Piracy paces up in India! India’s piracy economy stood Rs 224 billion in 2023, reveals EY-IAMAI Report</a>

According to the board, Ice Cream is a high-growth category that needs significant investments to realise its full potential. The board further added that given Unilever owns the trademarks and know-how, local capabilities will need to be developed to continue running the Business. Ice Cream has a different operating model including cold chain infrastructure and a distinct channel landscape, which limits synergies with rest of HUL.

Moreover, the portfolio restructuring will enable HUL to sharpen focus on the core business and further strengthen its play in trending demand spaces such as Beauty, Foods, Health and Wellbeing. It will also enable the Ice Cream business to operate with greater flexibility and focus. 

The Company shall make necessary disclosures in accordance with the SEBI Listing Regulations and other applicable laws, post consideration of the matter by the Board.

HUL separates its Ice Cream business; mode of separation to be decided by end of 2024

Jochen Sengpiehl, Volkswagen's chief marketing officer and head of product strategy in China, has reportedly been deported back to Germany after being detained for about 10 days. According to the Financial Times, he allegedly tested positive for drugs following a holiday abroad. 

Volkswagen is currently conducting an internal review of the situation. This incident has occurred amidst Volkswagen's challenges in the Chinese market, where demand for its core passenger car brand has weakened. 

In the third quarter, Volkswagen's deliveries to China, the world's largest car market, dropped by 15%, totaling 7,11,500 vehicles.

As per Financial Times, Germany's Federal Foreign Office confirmed that its embassy in Beijing provided consular assistance to Jochen Sengpiehl and maintained regular contact with him and his family, as well as local authorities. 

Who is Jochen Sengpiehl?

Jochen Sengpiehl has had a diverse career in the automotive and marketing sectors. He started at Nissan in the 1990s and moved on to roles at BBDO and Daimler. He served as senior vice president and chief marketing officer at Volkswagen AG, had a brief stint at WPP, and founded his own company focused on automotive brand management. 

Sengpiehl was also the SVP/CMO at Hyundai Motor Europe before returning to Volkswagen in 2017 as global chief marketing officer, where he is known for the slogan 'Das Auto'. His tenure included a controversial moment in 2020 involving a racist ad for the Golf 8, which led to an apology and an internal investigation. 

Also Read: <a href="https://www.storyboard18.com/brand-marketing/tupperware-scraps-open-market-auction-plan-opts-for-23-5-million-sale-to-lenders-45760.htm">Tupperware scraps open-market auction plan; opts for $23.5 million sale to lenders</a>
In 2022, he became Volkswagen's China CMO, a vital market for the company, especially as BYD surpassed Volkswagen as the best-selling car brand in China in 2023.

Volkswagen's China CMO Jochen Sengpiehl deported after drug allegations amidst market challenges

Unilever has sold its Russian business to a local manufacturer, Arnest Group, Reuters reported. The sale includes all of the Unilever's business and four factories in Russia. In addition to this, it has also sold the business in Belarus. 

As per the report, Arnest Group manufactures perfumes, cosmetics and household products. Arnest had acquired Ball Corp's beverage packaging division for $530 million, as well as the Russian operations of Swedish cosmetics firm Oriflame in 2022.

Notedly, the company has yet not disclosed the selling value of the business. Unilever is expected to publish its third quarter results on October 24, suggests the report. 

Last month, the RBC business daily reported that Unilever had obtained approval from the Russian government to sell assets estimated to be worth approximately 35-40 billion roubles ($359.5-$410.9 million).

In his first year as CEO, Hein Schumacher has initiated plans to divest the ice cream division, implement layoffs affecting up to 7,500 employees and concentrate efforts on 30 core brands to address years of underperformance at Unilever. "This work has been very complex, and has involved separating IT platforms and supply chains, as well as migrating brands to Cyrillic," Unilever CEO Hein Schumacher stated. 

Unilever exits from Russia; sells its Russian business to local manufacturer

Kolkata-based FMCG major Emami anticipates a substantial increase in sales through quick commerce channels, projecting growth of four to five times over the next two years, according to Vice Chairman and Managing Director Harsha V Agarwal. As per a PTI report, the company is also exploring acquisition opportunities within the direct-to-consumer (D2C) space, particularly in sectors such as nutrition, pet care and health foods. 

Agarwal said that Emami remains optimistic about strong sales during the upcoming festive period, including in rural markets that have previously underperformed.

Recently, the company has completed the acquisition of the remaining 49.6% stake in Helios Lifestyle, the parent company of the men's grooming brand 'The Man Company'. Additionally, it has acquired 26% stake in Axiom Ayurveda, marking its entry into the packaged juice sector, and has increased its investment in Cannis Lupus, a manufacturer of pet care products. "We have been very aggressive in the acquisition and even going forward, we are looking for acquisitions, be it full acquisitions or partnering with D2C companies in their growth journey and grow together," Agarwal told PTI.

As per the company's most recent annual report, Emami indicated that 45% of its revenue in FY24 was generated from acquired brands, while non-seasonal brands accounted for 56% of total sales. For the financial year ending in March 2024, Emami reported operational revenue of Rs 3,578 crore.

While discussing quick commerce, Agarwal noted that FMCG companies are experiencing extremely rapid growth in this channel. "We also anticipate a four to five-fold increase in our quick commerce segment over the next two years," he stated, emphasising that this rapid expansion is driven by the convenience and flexibility it offers to consumers.

Emami anticipates 4-5x sales growth through quick commerce in 2 years

Bharti Airtel and Nokia has announced a collaboration on 'Green 5G'. As per the company, the initiative is aimed at introducing energy-efficient solutions and practices to Airtel’s mobile network. 

The project will focus on enhancing energy efficiency across Airtel's extensive 4G/5G Radio Access Network (RAN) by leveraging state-of-the-art technologies like AI/ML, as well as a suite of advanced software features and innovative solutions. It is expected to enhance energy efficiency during peak and off-peak hours 
and is projected to reduce Airtel’s carbon emissions by an estimated 143,413 metric tons of CO2 
annually. 

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Randeep Sekhon, CTO, Bharti Airtel, said, “In response to the surging demand for data, mobile networks across India have rapidly expanded, particularly with the rollout of 5G technology. At Bharti Airtel, our commitment to sustainability has led us to collaborate with Nokia. This partnership allows us to leverage innovative solutions that deliver substantial energy savings, enabling us to significantly reduce our carbon footprint and further our environmental objectives in alignment with our business strategy.” 
 
With this initiative, Airtel has set ambitious emissions reduction targets across its operations and is implementing a range of key initiatives to achieve these commitments. These include promoting energy efficiency, utilizing open-access green energy and adopting renewable energy solutions throughout its network. 

The company is also building a climate-resilient infrastructure, improving resource efficiency and enhancing waste management practices. Notably, Airtel has deployed solar-powered systems at around 25,000 sites upto now and substantially increased the renewable energy usage at its data centers, sourced 220,541 MWh through green power wheeling agreements and captive solar rooftop plants in FY2024.

Read More: <a href="https://www.storyboard18.com/how-it-works/bharti-airtel-in-advanced-talks-to-acquire-tata-play-44424.htm">Bharti Airtel in advanced talks to acquire Tata Play</a>

“Nokia has committed to reaching net zero greenhouse gas emissions globally by 2040. Our innovative technologies will not only enhance the overall performance of communications networks but also significantly help reduce their energy consumption, contributing to the energy efficiency targets of our customers,” Tarun Chhabra, Head of Mobile Networks at Nokia, India, added.

Bharti Airtel and Nokia collaborate to launch 'Green 5G'

Asian Paints consolidated net profit decreased by 24.5% in Q1 FY2025 to Rs 1,170 crore from Rs 1,550.4 crore in the same period last year. The net sales also dipped by 2.3% to Rs 8,943 crore from Rs 9,153 crore. In a stock exchange filing, the paint and coating manufacturing company said that demand conditions for the paint industry were tough, impacted by the severe heatwave and general elections in the quarter. 

The paint giant's standalone profits also fell nearly 21% to Rs 1,192 crore in the first quarter of FY2025 from Rs 1,508 crore in the corresponding quarter of the previous financial year.

The company's Profit (before depreciation, interest, tax, other income, and exceptional items) decreased by 20.2% to Rs 1,693.8 crore between April-June 2024 as compared to Rs 2,212.3 crore in the same period in 2023.

Asian Paints also witnessed a dip in its consolidated net sales by 2.3% to Rs 8,943 crore in Q1 FY 2025 from Rs 9,154 crore in Q1 FY 2024.

<a href="https://www.storyboard18.com/brand-marketing/wont-take-any-new-competition-for-granted-asian-paints-chairman-r-seshasayee-36183.htm">‘Won’t take any new competition for granted’: Asian Paints chairman R Seshasayee</a>

The sales of its international business dipped by 2.4% to Rs 679 crore in the Q1 of the current fiscal year as compared to Rs 695 crore in the same period in FY2024 due to economic uncertainty, forex crisis and liquidity issues in Asia and Egypt markets.

"Geographies like Ethiopia and Sri Lanka grew well in Q1 on the back of a gradual recovery in these economies, however key macroeconomic issues persisted in markets like Nepal, Bangladesh, and Egypt impacting the overall performance for the International business," Asian Paints said.

However, the company's home decor business saw a marginal uptick in Q1 FY2025. The sales of Asian Paints' 'bath fitting business' up by 10.3% to Rs 93.4 crore in Q1 FY2025 as against Rs 84.7 crore in Q1 FY 2024. The sales of its kitchen business increased by Rs 4.6% to Rs 100.4 crore in Q1 FY2025 from Rs 96 crore in Q1 FY2024, and sales of White Teak saw a gain of 14.3% to Rs 29.7 crore in the first quarter of current fiscal year from Rs 26 crore in Q1 FY2024.

The bath and fitting business PBIT (Profit before depreciation, interest, tax, other income, and exceptional items) declined to rs 1.4 crore in Q1 this fiscal year.

Asian Paints said that its industrial business did relatively better and grew by 5.8% by value backed by good growth in the Auto OEM and powder coatings segment.

The stock of Asian Paints was down by 0.92% to Rs 2,947 on Thursday at 11 am.

In the near term, Asian Paints expects that demand conditions will be improved on the back of improving rural sentiment and monsoon season.

Asian Paints Q1 FY2025 result: Net profit declines by 24.5% to Rs 1,170 cr, demand hit due to 'heatwave, election'

French luxury giant LVMH's subsidiary has been placed under court administration in Italy over labour law exploitation. 

According to a report by Reuters, a probe alleged that LVMH's Italian unit had sub-contracted work to Chinese-owned firms that exploited workers.

The probe has emerged amid the increased consumer and investor scrutiny of luxury goods companies' supply chains.

The Milan court has ordered Manufacturers Dior SRL to be placed under judicial administration for one year, as per Reuters, but the company will continue to operate during this period.

Italy is home to numerous small manufacturers that cover 50% to 55% of the global production of luxury clothing and leather goods as per Bain consultancy.

However, Milan prosecutors have increased probe of the owners of the contracting and subcontracting companies for exploiting workers and employing people off the books.

The current investigation focused on four Chinese suppliers employing 32 workers in the Milan region. The global news agency reported that two of the manufacturers were illegal immigrants while another seven worked without the required documentation.

In the 34-page ruling, the court said that workers were made to stay in the office for 24 hours, including sleeping in the office. Besides, the data mapping electricity consumption showed "seamless day-night production cycles, including during the holidays," Reuters mentioned, citing the judges' statement.

Further, the court document showed that safety devices were removed from the machinery to allow them to operate faster.

This allowed contractors to charge Dior as little as 53 euros to supply a handbag, the document read. The same bag of Dior PO312YKY model retailed in shops at 2,600 euros.

The Dior unit did not adopt "appropriate measures to check the actual working conditions or the technical capabilities of the contracting companies," it added.

Luxury giant LVMH's Italian subsidiary under investigation over labour exploitation

Did you know Rebel Foods, dished out over 10,000 tonnes of rice in 2023 which equals 27 tonnes daily and 1 tonne per hour? Such is the magic of a good plate of Biryani and Behrouz is all set to go bigger with it.


For the first time the brand has onboard a celebrity brand ambassador. Their new Biryani range is being launched by Saif Ali Khan with a 'Feast Like Royalty' campaign.


In an exclusive chat with Storyboard18, Nishant Kedia, CMO and Business Head at Rebel Foods talks about getting Saif on board, strengthening their digital presence with a focus on enhancing the user experience, leveraging data analytics to drive personalised marketing strategies and of course Biryani.



Edited excerpts 



For the first time Behrouz is getting a celebrity endorser on board. What is the ‘FeastLikeRoyalty’ campaign all about and why Saif Ali Khan?



This campaign is rooted in the core essence of the Behrouz brand. As a leader in the premium biryani space, Behrouz has been striving to organise the fragmented biryani market, the largest consumption category in India. While pockets of organised players exist, we've been focused on offering a premium dining experience for the past five to six years.



Building on that foundation, Behrouz wanted to further differentiate itself by elevating the home dining experience. We introduced the Nawabi Handi Dum Biryani, a unique offering delivered in a metal handi along with accompaniments in a premium paper bag. This creates a complete and luxurious experience.



To communicate this experience effectively, we considered how a customer would feel receiving and savouring this biryani. We wanted to portray that feeling through a personality who embodies regality and sophistication. Saif Ali Khan, with his royal lineage and persona, was a natural fit. He perfectly captures the essence of the entire experience, from delivery to enjoyment.


This campaign marks the beginning of a one-year partnership with Saif as our brand ambassador.




What do you expect this campaign and the partnership to do for the brand?



There are two main objectives for this campaign. The first is long-term brand building. Back in 2016-2017, Behrouz pioneered premium biryani delivery, and the market is finally catching up. This new range aims to further differentiate us and elevate the customer experience. We want people who try it to feel good about it, and ideally, it becomes a core Behrouz offering within 18 months. We'll continuously refine it to become the brand's flagship experience, attracting new customers and driving brand loyalty.



The second objective focuses on marketing metrics – driving top-of-mind awareness and spontaneous recall. Partnering with a major celebrity like Saif Ali Khan, along with a 360-degree marketing campaign, leverages Behrouz's existing high sales point awareness. It creates memorability in two ways: organically, through the positive experience of the product itself, and through the impactful marketing campaign featuring Saif.





How would you amplify this campaign?


For this campaign, we're taking a strategic approach to the media mix. It's not your typical one-off TV commercial. We want to reach a broader audience, so we're creating a holistic media blitz.


The campaign will kick off with a pre-tease phase, using targeted placements on popular paparazzi and meme pages to spark curiosity. This will be followed by a digital rollout across various platforms, including collaborations with social media influencers to promote the main campaign film. We'll then amplify the message with additional social content.



While TV remains a relevant channel, for now the core focus of this campaign will be digital and social media.




What are the major focus areas for the brand this year?


First, ensuring its success throughout the year-long partnership with Saif Ali Khan. The campaign will kick off with pre-teasing, digital bursts, and social media engagement. We'll continue promoting the Nawabi Handi Dum Biryani, experiment with the product itself, and enhance the customer experience over time. Social content will be built around the campaign, and Saif will be integrated into all communication channels. This consistent push will cover both communication and experience.



Secondly, piloting a premium catering service named Mehfil in Mumbai. This service will cater to parties and celebrations, offering a unique Behrouz experience right at your doorstep.The premium catering pilot, Mehfil, is already underway in some locations. We'll be launching a comprehensive communication campaign for it in about a month. If the pilot is successful and provides valuable learnings, we'll expand it to additional cities later this year.



Another key focus area is the South Indian market. Behrouz will prioritise both communication and menu development for this region. The South, being a major rice consumption market, is also the most competitive in India, with a mix of established players and regional competitors.


However, consumer preferences and behaviours differ significantly in the South. Therefore, we'll implement targeted product and communication strategies specifically for this market.




Given there is so much happening at your end-is it safe to assume that the marketing spends have also gone up?



Our approach to brand building is shifting away from a purely budget-driven strategy. We're doubling down on creating organic, shareable content that resonates with consumers on a personal level and goes viral. This complements impactful marketing bursts, like the recent Behrouz campaign.



We're moving beyond the old model of allocating a fixed percentage of sales to marketing and expecting it to automatically build long-term awareness and brand association.


While some budget allocation is still necessary, we're focusing on maximising our impact in terms of reach and impressions with a more cost-effective approach. This isn't just about financial prudence; it's about learning from innovative B2C digital brands that are achieving brand love and recall without extravagant spending.


Our two-pronged strategy involves, ensuring a consistently positive brand experience across all brands and secondly building brand love through creative and differentiated communication.


Currently, our marketing spend across brands falls within the 5-8 percent of sales range, and Behrouz is included in that. We don't intend to adjust this base spend ratio, but we're actively exploring additional ways to foster brand love within this framework.




What is the brand's growth plan?

Since we operate in the premium segment of the market, which we're helping to create alongside other players, we're targeting 15-20 percent growth this year compared to last year. with the same kitchen count. To achieve this, we need to provide compelling reasons for customers to choose a premium online dining experience with us. By delivering exceptional experiences, we'll earn their trust and encourage them to order from us again.




Since you are on an expansion mode, are offline stores also on the cards?

An offline Behrouz experience isn't entirely out of the picture, but it's not a near-term priority. While the concept has been on our minds for some time, we haven't actively conceptualized or designed an offline store yet. We do participate in corporate events, showcasing our offerings in that setting. However, a full-fledged offline store requires further exploration. While it holds merit for the future, it's not on the immediate roadmap.

Rebel Foods' Behrouz Biryani levels up with Saif Ali Khan, targets 20 percent growth with premium and digital push

2023 witnessed 3 percent growth in ad volumes within the music Genre compared to  2022. According to TAM reports, the music genre, which consistently constituted a share of ad volumes ranging from 11 percent to 13 percent over the past five years, showcased resilience.


In 2023, Tamil and Punjabi Music sub-genres maintained their positions in the top spots with Tamil securing an 18 share of ad volumes and Punjabi following closely with a 13 percent share. Joining the top ranks were Marathi, Telugu, and Kannada, rounding up the top five sub-genres. Together, these sub-genres accounted for a substantial 55 percent share of ad volumes.


The Food and Beverage (F&B) sector emerged as the leading contributor to ad volumes within the music genre, commanding a 26 percent share. The other top sectors advertising in music included household products, personal healthcare services, hair care, laundry, personal accessories, auto, and retail.


Moving on to the the top 10 categories, as per TAM reports, they collectively held a 42 percent share of ad volumes in 2023, with toilet soaps leading the list with a 55 percent increase in ad secondages. Eye makeup took the spotlight in terms of growth percentage, experiencing an astounding 8-fold growth compared to the previous year.
Other significant shifts in the top 10 categories were with tea entering the list in 2023 with a 3 percent share of ad volumes. Five out of the top 10 categories belonged to the food and beverages sector, featuring chocolate, biscuit, soft drink, milk products, and tea.


In terms of leading advertisers, Reckitt Benckiser and HUL retained their first and second positions in 2023, commanding 24 percent and 21 percent shares of ad volumes, respectively. ITC emerged as the sole new entrant compared to the previous year.


Exclusive advertising within the music genre saw the participation of 45 plus advertisers in 2023. Juniors Fashion Week claimed the top spot among exclusive advertisers, closely followed by Jay EII Healthcare. In the exclusive advertising landscape, Bacardi Martini India took the lead in 2023, showcasing significant growth compared to the previous year.


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