MUMBAI: Poonawalla Fincorp Limited (PFL), a Cyrus Poonawalla Group-promoted NBFC focused on Consumer and MSME lending, today announced the deployment of AI-powered solutions in its marketing and compliance functions, reshaping the way it engages with customers digitally and responds to regulatory requirements with greater agility.

As part of its marketing transformation, PFL is developing a suite of AI-powered solutions to build a robust and scalable data-driven ecosystem, redefining customer engagement and marketing strategies. These solutions aim to enhance customer targeting precision, optimize acquisition costs, and deliver personalized experiences, driving efficiency and growth.

PFL has deployed an AI-driven customer targeting solution to identify and engage high-quality borrowers with precision. Through an AI-driven tool, the company has created over 100 cohorts and personas, continuously enhancing them with each iteration to sharpen its focus on attracting high-quality borrowers across various digital platforms. This targeted approach has strengthened performance marketing efforts and enhanced organic conversion efficiencies, driving better engagement and sustainable growth.

To drive efficiency at scale, PFL is using AI for performance marketing optimization and has launched 80-100 automated retargeting campaigns across its web and app platforms. By using real-time data and insights, the company is developing multiple communication strategies tailored to specific customers, locations, languages, and other factors.

PFL has undertaken a website transformation, revamping its digital presence to offer seamless experiences. New features such as a self-serve customer portal, QR-code-based referral journeys, and credit score checks provide customers with greater control and convenience. In phase 2, the company plans to introduce 24-hour support powered by conversational-AI and integrate a multilingual interface with 5 new languages for broader inclusivity. Additionally, the company will leverage Gen AI based content creation platforms to support a 10X increase in generating high impact customized content for customer engagement across website and app.

Simultaneously, the company has unveiled an AI-powered compliance solution built fully in-house to modernize its regulatory response infrastructure. The solution analyzes new advisories issued by the Reserve Bank of India (RBI), maps them to internal company policies, and identifies areas requiring immediate action. It works by scanning regulatory inputs, flagging impacted policy clauses, and offering actionable recommendations to the compliance and business functions for swift closure. In the initial phase, PFL will combine human review of full documents with AI-generated output to ensure accuracy and quality.

In its next phase, the compliance AI platform will be able to auto-generate comprehensive compliance notes — a process that previously took two to three days. The system is designed to work in tandem with the compliance team, providing insights and recommendations while ensuring human oversight and control at every stage.

Commenting on the developments, Arvind Kapil, Managing Director & CEO of Poonawalla Fincorp, said, “At Poonawalla Fincorp, we view AI as a catalyst for responsible innovation. We aim to develop an accurate, future-ready model that delivers unbiased and consistent output. We are anticipating customer needs and moving with agility in a fast-changing environment. This is not just digital transformation—we are making a deliberate effort to strengthen our marketing and compliance functions by combining predictive technology with human oversight. We have laid the foundation for future-ready models with human oversight to increase speed and transparency.”

PFL’s dual-track investment in front-end personalization and back-end governance reaffirms its commitment to becoming a future-ready lender that delivers both experience and integrity at scale. The company has already deployed AI-powered solutions across key functions, including debt management, HR, underwriting, audit, and governance.

Through its risk-first approach, PFL continues to focus on simplifying lending, creating customer delight, and enhancing experiences, which remain its top priorities.

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NEW DELHI:  Shiprocket, India’s 4th largest eCommerce enablement platform, today announced the launch of Engage 360 World’s First Data-Powered Marketing Automation Platform. To empower over 1.5 lakh merchants across India, Engage 360 offers an unprecedented level of marketing automation and intelligence, helping merchants drive growth, increase customer loyalty, and optimize marketing spend. The launch is in line with Shiprocket’s mission of enabling business growth for MSMEs by providing them with the right tech stack solution.

Marketing automation has become a cornerstone of modern marketing strategies. Salesforce reports that a staggering 67% of marketing leaders leverage these platforms to enhance customer experiences. Shiprocket Engage 360 aligns perfectly with this trend by offering a suite of tools designed to deliver unparalleled personalization and customer engagement. With features like anonymous user identification, Shiprocket’s extensive network enables businesses to tailor marketing efforts without compromising privacy. AI-powered smart segments allow for precise targeting based on customer behavior, while RTO prediction helps optimize delivery strategies and reduce costs. For instance- Shiprocket Engage 360’s RTO suite powered by WhatsApp can reduce RTO rates by up to 40% and merchants using it have reported a 10x return on investment. 

Moreover, Shiprocket Engage 360’s omni-channel capabilities, including WhatsApp, SMS, Email, and RCS, ensure that businesses can reach customers across their preferred channels, providing a unified and seamless experience. By leveraging these intelligent segments and AI-powered content, merchants are not only improving engagement but are also seeing a direct contribution to their top line, with sales increases as high as 15%. As part of our ongoing commitment to innovation, we are sunsetting Wigzo to consolidate more features and enhance the Shiprocket Engage 360 platform, ensuring it remains at the forefront of marketing automation and customer engagement.

Saahil Goel, MD & CEO, Shiprocket said, “With the launch of Shiprocket Engage 360, we are taking a giant leap forward in enabling eCommerce merchants to not only survive but thrive in the digital age by delivering personalized customer experiences at scale by harnessing the power of data-driven marketing. Shiprocket Engage360 is not just a platform; it’s a game-changer that leverages data to drive real results. With the Indian eCommerce industry moving towards growing into a $300 billion industry by 2030, marketing automation is going to play an important role in bolstering this growth. By combining advanced data analytics with comprehensive marketing tools, we’re helping merchants compete in today’s fast-paced landscape. Our commitment to ensuring that every merchant, regardless of size, can achieve sustainable growth and unparalleled success remains as strong as ever.” 

“With Shiprocket Engage 360, we are redefining the future of eCommerce marketing,” said Praful Poddar, Chief Product Officer at Shiprocket. “By harnessing the power of data and automation, we are empowering merchants to make informed decisions, deliver personalized experiences, and ultimately achieve greater success. In today’s digital landscape, data is the new oil, and Shiprocket Engage 360 is the refinery that turns that data into tangible business growth. ”

While platforms like Contlo and WebEngage specialize in marketing solutions, and others such as KwikChat, AI Sensi, BusinessOnBot, BikAI, Pragma, Bitespeed, and Limechat focus on WhatsApp marketing; Shiprocket Engage 360 brings out the best of both worlds and stands out as a comprehensive suite of Omnichannel Marketing solutions for eCommerce. These platforms, combined with Shiprocket Engage 360, create a robust ecosystem that addresses the diverse needs of eCommerce businesses. By providing a unified platform with advanced features like anonymous user identification, smart segmentation, and omni-channel marketing capabilities, Shiprocket is setting a new benchmark for the industry. Shiprocket Engage 360 empowers merchants to unlock the full potential of their businesses and achieve sustainable growth.

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Social media has become an integral part of the way we connect, communicate, and collaborate with audiences. As it grows, the content creation has expanded and everyone is in the race to earn a significant following. ‘Influencer’ is the term we use to refer to someone on digital platforms who is driving a new wave of content creation. They are a sort of internet celebrity.

As these creators gain millions of followers, digital marketing opens up new and natural routes. As a result, influencer marketing has become increasingly popular.

Influencer marketing is a powerful strategy that can amplify your brand’s presence and engagement. Statistically speaking, 78% of marketers concluded that influencer marketing effectively increases brand awareness. Moreover, 41% of online audiences buy products after getting a review from an influencer weekly. So, there are higher chances of attracting potential audiences and converting them into potential buyers through influencer marketing.

Today, social media platforms—Instagram, LinkedIn, and Facebook—are more than an office space for any business. From real estate developers to e-commerce portals, these applications enable brands to engage with their audience and make real-time connections. Influencers have extensive knowledge in different niches and the talent for telling great stories. They not only bring about high levels of interactions but as well influence consumer behavior and buying choices. However, it’s not just one way around the corner.

The brand needs to formulate a robust marketing strategy that aligns with the influencer and products or awareness it wants to convey across digital platforms. Strategies vary depending on geography, industry, and target audiences. Hence, conducting research before creating an influential marketing strategy is essential

Here is a five-step-by-step guide recommended to others before creating an influential marketing strategy.

1. Identifying the Right Influencers

A successful influencer marketing campaign begins with identifying and choosing suitable influencers to work with. Selecting the right match requires a deep dive into your target audience, their preferred social media channels, and the most influential people among them.

Some of the aspects to look at when selecting an influencer include relevance, audience size and engagement rate, authenticity, credibility and how well they resonate with your brand’s values.

As a marketer, it’s important to invest enough time in choosing the best-fit influencers who will ensure that your campaign speaks to your intended audience and drives real results.

2. Strategic Influencer Campaign Planning and Execution

Successful influencer marketing campaigns should be guided by well-thought-out strategies formulated in line with overall marketing objectives. Specific goals for campaigns like enhancing customer engagement, increasing brand awareness, or driving sales ought to be outlined clearly.

More so, a content plan that clearly states what type of content will be developed, along with messaging and cadence, within the campaign period is necessary.

Strategic campaign planning and execution will help maximize the impact of your influencer marketing initiatives.

3. Ongoing Relationship Management

Maintaining strong relationships with your influencer partners is essential for the long-term success of your influencer marketing initiatives.

This involves regular communication, providing clear briefs and guidelines, and offering support and resources to ensure that the influencers can effectively represent your brand.

Additionally, it is important to foster a collaborative environment where influencers feel empowered to contribute their unique perspectives and creative ideas. By nurturing these relationships, you can build a network of trusted brand advocates who can help you reach and engage your target audience more effectively.

4. Measure Performance and Optimize

Effective influencer marketing campaigns require robust performance measurement and optimization strategies. This involves tracking key metrics such as reach, engagement, conversion rates, and return on investment (ROI).

By analyzing these metrics, you can gain valuable insights into the effectiveness of your campaign and identify areas for improvement. Additionally, it is important to continuously test and optimize your campaign elements, such as the content, messaging, and influencer

selections, to ensure that your efforts are driving the desired results.

By adopting a data-driven approach to performance measurement and optimization, you can refine your influencer marketing strategy and maximize the impact of your campaigns.

5. Engagement and Community Building

Influencer marketing is not just about leveraging the reach and credibility of individual influencers; it is also about fostering a sense of community and engaging your target audience. This can be achieved by encouraging influencers to interact with their followers, respond to comments, and foster meaningful conversations.

Additionally, you can leverage user-generated content (UGC) and encourage your audience to share their experiences with your brand, further enhancing the authenticity and trust in your influencer marketing efforts.

By prioritizing engagement and community building, you can create a more loyal and engaged customer base that is more likely to advocate for your brand.

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Before joining DoubleTree by Hilton Pune – Chinchwad, Varun served as the Director of Sales and Marketing at Novotel Pune, where he played a pivotal role in driving sales strategies and enhancing the hotel’s market presence. His illustrious career has seen him associated with renowned brands such as the Taj Group of hotels, Le Méridien, Lalit Suri Hospitality Group, Holiday Inn, Pride Hotels, and Ibis Hotel.

Varun embarked on his journey in the hospitality industry after completing his Bachelor’s degree in Hotel Management. He kick-started his career as a Banquet Sales Assistant with the Taj Group of hotels, laying a solid foundation for his future endeavors.

In his new role at DoubleTree by Hilton Pune – Chinchwad, Varun will be responsible for spearheading the sales and marketing initiatives, driving revenue growth, and fostering strategic partnerships to further elevate the hotel’s position in the market. With his proven track record of success and innovative approach, Varun is poised to lead the team towards achieving new heights of excellence.

Commenting on Varun Marwah’s appointment, the General Manager of DoubleTree by Hilton Pune Chinchwad stated, “We are thrilled to welcome Varun to our team. His extensive experience and profound understanding of the hospitality industry make him an invaluable asset to our organization. We are confident that under his leadership, we will continue to deliver exceptional experiences to our guests and achieve remarkable success.“

Outside of his professional endeavors, Varun is passionate about traveling and exploring nature, finding inspiration in the beauty and diversity of the world around him.

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This accolade serves as a testament to Jerlyn’s outstanding contributions to the marketing and public relations landscape within the hospitality sector. Her innovative ideas, dedication, and unparalleled commitment to excellence have set a benchmark in the industry.

Upon receiving the award, Jerlyn expressed her gratitude, stating, “It is truly an honor to be recognized by the Hotelier India Awards. This award is a testament to the collaborative efforts of our incredible team at Sheraton Grand Pune. I am humbled and inspired to continue pushing the boundaries of creativity and excellence in the realm of marketing and PR within the hospitality industry.”

The Hotelier India Awards are known for identifying and celebrating exceptional talents in the hospitality sector. Jerlyn Dsilva’s recognition as the Marketing & PR Person of the Year exemplifies her dedication to raising the bar and contributing significantly to the success of Sheraton Grand Pune.

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MUMBAI: Building on its international presence in the oncology space, Venus Remedies, a global leader in pharmaceutical innovation, has secured marketing authorization for docetaxel from Israel and cytarabine from Colombia.

While docetaxel, an antineoplastic agent, is beneficial in the treatment of breast, prostate, head, neck, and non-small cell lung cancer, cytarabine is useful in acute non-lymphocytic leukemia, acute lymphocytic leukemia, and chronic myelocytic leukemia.

Israel’s pharmaceutical market, valued at about $5 billion, is projected to grow at a five-year compound annual growth rate (CAGR) of 4.2% up to 2026. Israel has a dynamic pharmaceutical expanse known for its innovation and commitment to healthcare excellence. The marketing
authorization for cytarabine from Colombia, on the other hand, marks a significant expansion of Venus Remedies in the Latin American market. Colombia, the third-largest pharmaceutical market in South America projected to grow at a five-year CAGR of 3.1% up to 2026, has emerged as a vital player in the pharmaceutical industry, exhibiting robust growth and fostering innovation. The Colombian market dominated by oncology drugs has witnessed steady expansion.

Saransh Chaudhary, CEO, of Venus Medicine Research Centre (VMRC), said “These dual milestones reflect VMRC’s unwavering dedication to research and development. “Our team’s relentless pursuit of excellence in pharmaceutical innovation is evident in the approvals for docetaxel and cytarabine. We are excited about the prospect of bringing these advanced therapies to patients in Israel and Colombia, and we remain committed to exploring new frontiers in healthcare that align with our vision of a healthier world”.

Hailing the achievement, Aditi K. Chaudhary, President, International Business, Venus Remedies, said, “These marketing approvals mark a significant stride in our global mission to enhance healthcare accessibility. One of the largest exporters of docetaxel, Venus Remedies is proud to include Israel in the list of countries it supplies docetaxel to, including Malaysia, Namibia, Myanmar, Panama, Indonesia, Iraq, Tanzania, Germany, and Zimbabwe. Likewise, the market reach of Venus Remedies for cytarabine extends to Guinea-Bissau, Jordan, Namibia, Oman, Saudi Arabia, Tunisia, and Venezuela, besides Colombia.“

Panchkula-based Venus Remedies Ltd (NSE: VENUSREM, BSE: 526953) is among the 10 leading fixed-dosage injectable manufacturers in the world. Having a commercial presence in 70+ countries with a portfolio of 75 products spread over Europe, Australia, Africa, Asia-Pacific, Commonwealth States, the Middle East, Latin America, and the Caribbean region, the company has nine globally benchmarked facilities in Panchkula, Baddi, and Werne (Germany), apart from 11 overseas marketing offices. Its manufacturing units are certified for ISO 9001, ISO 14001, ISO 18001, and OHSAS. The company has also been approved by European-GMP, WHO-GMP, and Latin American GMP (INVIMA), among others. Ranked 107th in Asia and among the world’s 500 largest pharmaceutical manufacturing companies, Venus Remedies has been granted more than 130 patents worldwide and has more than 125 registered trademarks and 25 copyrights for its innovative research products.

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The new MSP will be effective from October to March and includes wheat, barley, gram, lentil, rapeseed-mustard, and safflower. The MSP for rapeseed-mustard increased by 3.6 percent from INR 5450/quintal (USD 66.4/quintal) to INR 5650/quintal (USD 68.9/quintal). The MSP for safflower increased by 2.6 percent from INR 5650/quintal (USD 68.9/quintal) to INR 5800/quintal (USD 70.7/quintal).

The MSP hike for rapeseed-mustard jumped by 98 percent and 52 percent for safflower. This is by the 2018/19 budget by the Indian government, where the MSPs for Kharif and Rabi crops were announced at a level 1.5 times higher than the total weighted average cost of production sustained by the farmers.

To improve food self-sufficiency and raise farmers’ incomes, the government is encouraging crop diversification towards oilseeds/pulses/millets through initiatives like the National Food Security Mission and the National Mission on Oilseeds and Oil Palm. As food prices are inflated presently, MSP will guarantee remunerative pricing for the farmers and boost crop diversification.

On October 18, 2023, the Ministry of Agriculture and Farmers Welfare released the final production estimate (2022/23) of major crops, including total oilseed production at 41.3 million metric tons (MMT). Groundnuts are estimated at 10.3 MMT, soybeans at 14.9 MMT, and rapeseed-mustard at 12.6 MMT, contrary to the United States Department of Agriculture’s official estimates of 7 MMT, 12.4 MMT, and 11.8 MMT, respectively.

In addition, on November 6, 2023, the Solvent Extractors’ Association of India (SEA) and the Brazilian Association of Vegetable Oil Industries (ABIOVE) signed a memorandum of understanding (MOU) for soybean oil supply to India. The MOU aims to encourage technological collaboration between the two organizations in oil meals and edible vegetable oils and to maximize crop yields through the trade of oilseed planting equipment and materials.

The increase in MSP for Rabi oilseed crops is a positive move by the Indian government to boost farmers’ incomes and crop diversification ahead of the 2024 parliamentary elections. The release of final crop production estimates and the MOU with Brazil’s oilseed industry groups are also significant developments in India’s agriculture sector.

Photo by Alejandro Barrón: https://www.pexels.com/photo/corn-field-during-daytime-96715/

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