Arindam Paul
@arindam___paul
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Building @atomberg_tech | Tweets around D2C, consumer brands, health, books, sports, fitness & startups | Take my work seriously, not too much myself
Joined November 2013
Updated thread collating my tweets that deep dives into multiple aspects of scaling digital first consumer brands. Written primarily from first hand experience of growing a brand from 0 to 1000 cr ARR in 8 years in a capital efficient manner. Read & RT if you find it useful đ.
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In Mumbai, every real estate project will show. 30 mins to Airport .20 mins to BKC.20 mins to Nariman Point. Etc etc. They forget to mention these are time taken to reach these locations at 3 AM in the morning.
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One of my friends joked that selling extremely affordable products from expensive looking places/malls is a recipe for success. Zudio and Decathlon are examples.
People are going crazy on Zudio sale. Long lines for billing. When apparently there no discount as such on most productsđ¤Şđ¤Şđ¤Ş
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The same people who are lauding Carey today for presence of mind were blasting @ashwinravi99 for running out non strikers for leaving the crease. Double standards? .
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This is exactly why. Mumbai >>>>>>> anything else. Mala basic Marathi bolata yete ( and I am trying to improve). But never in the last decade even for a second I have ever felt like an outsider in Mumbai because I donât know the language/not a localite.
To, .Everyone Coming to Bengaluru . You will be treated as OUTSIDERS in Bengaluru if you don't speak Kannada or make an effort to speak Kannada. Write it down, Share it around. We ain't Joking. BENGALURU BELONGS TO KANNADIGAS PERIOD.
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Make in India :). Lots of exciting launches coming up
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There is a famous saying in football. Leave football before football leaves you. Holds true for all sports. Other than MSD, donât remember any other Indian cricket superstar who actually left on/before time.
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@vijayshekhar Doesnât mean anything sir. Random metric. If you switch off and on 10 times during the match, it will count 10 views. The hotstar metric of concurrent users was much better.
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The guy who sold WhiteHat to Byjus for 300 mn $ says Hi :).
nobody has won at life more in recent history than the guy who sold wordle to the nytimes for seven figures.
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Mixer Grinders in India have always been sold on parameters like how quickly they grind, how powerful they are( wattage anyone? ) and how many jars and attachments they give(most of which you never use). And somewhere down the line, we started forgetting the main reason of using
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Saw this video circulating . Please do not try something like this ever on a running fan. The blades of a fan are designed for a certain output ( speed and air spread). Any additional weight will adversely impact air delivery and will also harm the motor.
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McGrath like accuracy. Wasim Akram like swing. Malinga like awkward action. Pollock like seam movement . If we combine everything and add an average speed of 140kmph, we get Jasprit Bumrah. Cherish him till he plays. We wonât get another.
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Atomberg mixer when used in coarse mode gives exactly silbhatta like taste and texture. But while it can solve for texture and taste, it canât solve for misogyny unfortunately.
@arindam___paul good spot for @atomberg_tech Zenova placement?. Will surely help Mrs and maybe her FIL will understand too.
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âAgar tujhe andar se lag raha h yeh sahi h, toh yeh sahi h bc. Katei tension mat le ki main ya koi aur chutia kya sochegaâ. Hathiram is magnificent again. What acting đđťđđť
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Some people are weird . On normal days, they will work very hard and make the days as productive as possible. And not waste any time. And on some days, they will lie down and watch test cricket from 7.50 am to 3.20 pm without moving an inch. I am some people.
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Recently discovered one brand which made eating healthy so much convenient . Brand is called Killr. They sell powdered marinades. Mind blowing flavours. You take the sachet. Put few spoons of water, one spoon of oil. Make a paste. Marinate the chicken/paneer. Air fry for 15 mins.
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The team got a cake to celebrate crossing the 1000 cr milestone in office and when they asked me how it felt, for a while went blank and felt emotional. Still remember 31st March 2016, our first financial year closing where we ended with 70 lakhs, partied all night in the office
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Indians really have a scarcity mindset. Seen so many people cheering PayTMâs current RBI crisis with the smug âI told you soâ vibes. These are the same people who also cheered when Edtech faced issues or GST hit the gaming industry or when Zomato shares tanked. We as a society
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Water Purifier industry is almost a semi scam. Mis-selling, fear mongering by both trade and brands. And looting in the name of service . Aquaguard, Kent, Pureit are all the same. In Mumbai, you donât need a RO. UV is more than enough. RO is needed only when TDS is high in water.
Is it just my luck or is the Kent RO water system actually very bad?. The candle needs to be fixed faster than a road done by a BMC contractor.
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Was very sad to see what is happening at Byjus today. Byjus was the flagbearer of Indian edtech and one of the most well known Indian startups globally . If they fail, the India startup story in the eyes of global investors will have an impact . Also, I feel extremely sad that so.
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People buy flats looking at gyms/clubhouse/amenities( as one of the criteria ) which they rarely use. People buy mixer grinders looking at the number of attachments/jars( as one of the criteria )which they rarely use. People buy cars looking at features like sunroof etc ( as one.
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I was shocked to hear that comment live from Sanjay Manjrekar. His comment was âAll Ranji pitches had so much grass that bowlers like Vinay Kumar bowling 120kmph were leading wicket taking chartsâ. So utterly disgraceful.
Sanjay bhai with due respect, your speed gun requires urgent servicing. 120KMPH 𼚠Seriously?.With Godâs grace I take pride in my achievements, I am contented, satisfied and happy with my life. Medium pacer like Vinay Kumar has worked really hard to become the 1st Indian fast.
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Need to buy a smart TV. Budget around 30-35k. Which one should i get?. Also need to get one headphone for office calls. Any recos?. P.S. i think an honest website which can make buying electronics/consumer durables easy is a clear gap. Currently its info overload.
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The Indian E-com and consumption story continues to amaze . Both Amazon and Flipkart started their annual festive sales last Saturday . Within 1.5 days of sale, we crossed our entire e-com revenue of FY 18-19. Within 5 days, crossed e-com revenue of FY 19-20. And most likely
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Ever wondered how our BLDC fans are manufactured. Have a look. Made in India, Made for India. Happy Republic Day
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A very common question asked is âAre Atomberg products made in Indiaâ. The answer is yes. 99 percent of our products are designed and developed in India. 95 percent of our products are manufactured in India. We have one of the largest manufacturing setups of our industry in
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Myth: The Indian consumer is price conscious. Reality: The Indian consumer is value conscious :)
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Now live on Blinkit. Same price as other e-com platforms . Delivery in 12 minutes . Lets see how many we sell this summer. @letsblinkit @albinder
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Wow. first time someone saying this loud and clear. If we want to build generational companies, the hunger and drive that goes beyond money is very important for founders and leaders.
#Watch: #ETSA2024 | Had to clear out senior Zomato executives who lost the drive post-IPO: @deepigoyal . Read more at:.
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Spent most of the evening yesterday in Sanjay Bhaiâs shop working as a salesman on the floor. Sanjay Bhai is the owner of Raj Electrical, one of the most trusted electrical counters in Thane and one of our earliest supporters. This was the first counter who let me work as a floor
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If you were aware of Atomberg and purchased a fan priced > Rs 3000 in the last 12-18 months from a different brand, why did you do so?. You can DM/share in comment . As our awareness levels are slowly increasing, figuring out if there is anything common amongst aware non buyers.
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In many industries( fashion, electronics etc ) the MRP has absolutely no sense. The concept of MRP existed in India to prevent customers from being cheated by charging extra. And ironically, it is the same MRP today which is being used by brands to fool customers by using it as a.
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A lot of people say a lot of things about IPL- too much cricket, money, more of entertainment than sport etc etc. But stories like this and what Rinku Singh did today far outweighs all the cons. IPL enables this.
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I used to do a lot of B2B sales for the first couple of years at Atomberg. And we cracked many big corporate accounts, and got them to replace fans/ask for our fans in new projects . When we started, we tried reaching out through the procurement way( reach to the buying manager,.
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There need to be stricter punishments and definite jail time for corporate frauds. Siphoning off investor money( private or public) is a fraud of the highest order. Zero sympathy.
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If you look and dress a certain way in India, people stereotype you. Recently an elderly lady in my society asked me if i am a gym trainer . Sometime back, an uncle at Prithvi theatre asked me if i was part of the crew and can help them sit. While browsing products at a Decathlon.
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Good day to relook at this . 5000 Swiggy employees made around 9000 crores in the IPO. Some would have made 100 cr plus. Many many more would have made 10 cr plus. Life changing money for most people and will enable risk taking and another 100 plus startups from this set.
Wealth creation through ESOPs is a major reason why people join startups. But most people struggle to correctly evaluate job offers that also includes ESOPs. Here is how I would think evaluate offers with significant ESOP component. For an employee to make meaningful money.
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Over the last 8 years, I have interacted with more than 3000 Indian consumers with HHI greater than 5 LPA through a mix of POS interactions, home visits, pre-sales and service calls. 12 observations/trends which could be relevant for founders building in consumer brands/techđđ.
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A common thing we used to hear when we started 8 years back. âItna mehenga pankha kaun lega, itne me toh 3 branded pankhe aa jayengeâ. Translating to, âWho will buy these expensive fans when you can buy 3 branded fans at same price?â. On Amazon Prime Day today, this is the Amazon
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Zomato doing B2B SaaS was definitely not in the Indian Startups in 2025 syllabus :D.
đ Introducing Nuggetâan AI-native, no-code customer support platform. Nugget helps businesses scale support effortlesslyâhighly customizable, low-cost, no dev team needed. No rigid workflows, just seamless automation. â
Resolves up to 80% of queries autonomously.â
Learns &
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While folks plan to spend summers in Paris, I am doing so at Parrys (biggest electrical market of Tamil Nadu) đđ. But jokes apart, all my learnings about Sales and Distribution have come with countless hours and visits to Loharchawl, Budhwarpeth, Parrys, Chickpet, Troop Bazar,
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The best 1500 Rs you can spend annually is Buying a Youtube Premium Subscription. I have stayed for months when Netflix/Amazon Prime/Hotstar etc had previously expired. But even 24 hours without YT premium was difficult. P.S. We use YT a lot for advertising and I would hate it if.
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I have never seen rains so regularly in May in Mumbai. In fact, i donât think it ever rained before 25th May in the last 10 years. May used to be peak heat and humidity and meant eagerly waiting for monsoon to hit in first week of June. What explains this?.
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Been writing it for the last 18 months . Finally have a 22 chapter 25000 word draft ready. Very compact for a book, but i just canât unnecessarily stretch subjects . More on it soon . Anything I missed?. Also what should it be titled
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Silicon Valley the TV show was 10 years ahead of its time :).
âAt Dreamforce, the exploration of the possibilities of AI is incredible. At the same time, it's important that we understand that policies never move at the same speed as technology. So having a grasp over what is happening and how the negative aspects of AI don't proliferate
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The 2 best brands to have been built in last 5-6 years are undoubtedly WholeTruth and Minimalist. Clearly defined, stuck to the core promise and can easily extend to adjacent categories . No wonder they are valued at 7-8x of revenue, often higher than peers.
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This India Map is not the one by NASA that is shared on WhatsApp every year. It is the one showing lakhs of Atomberg smart fans connected to the internet . When we launched smart connected IOT fans sometime back, a lot of us were sceptical. Do consumers really need a smart fan?
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@Samridh46305468 @ashwinravi99 Totally. But when have Australia ever been known for spirit of cricket.
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And this is the reason why blinkit/zepto/swiggy is bullish on making money by selling fruits/veg.
A good chunk of my generation from urban areas do not know the price of 1 kg of tomato.
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I donât think most people including our leaders still understand how big a threat AI could be to our economy. Our manufacturing is no where close to where it should be when it comes to generating jobs that pay 3-6 lakhs per year. Our IT services and BPOs will see big reduction in.
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In the next 2 weeks, either of these 2 will happen. a) This Indian cricket team will be remembered as one of the greatest ODI teams in history. b) This Indian cricket team will be remembered as one of the biggest chokers in history of cricket . No middle ground. #WorldCup2023.
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The fact that one fine day Sunil Narine a proper tailender decided to open the innings and played at least 30 plus impactful knocks in the IPL must go down as one of cricketâs biggest mysteries.
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Need a new laptop/office bag. Had bought this one for about Rs 1700 which lasted for about 20 months. Good value for money. Lots of new options now. Any recommendation that will last for 3 plus years?
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Fall in love with what you do. Not with the company you work for. Or the bosses you work for. And crave perfection in your craft. Find out what excellence looks like in your domain. Try to be the top 1 percent. Try to be functionally better every single day, Doesnât matter.
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March 2023: The first ever 100 cr revenue month at Atomberg. Few years back, we were having a tough time convincing people that this could be a 100 cr Annual Rev Biz. To do it in a month was beyond our wildest dreams. The India consumer story is unfolding right in front of us.
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Over the last 12 months, we have increased our business on Flipkart by almost 150% and are one of the market leaders on the platform. Today, 2 out of 5 fans on the bestseller list on Flipkart are Atomberg fans. Without compromising on any of our brand fundamentals. Here is howđ
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100 percent . Flipkart is way bigger than Amazon in most categories. I say this as an e-com seller for a decade. E-com in India is way bigger than just gated societies in Bombay, Blore, Gurgaon . We sell premium fans. And even at our price point, Flipkart numbers are close to.
@championswimmer @Pranavenstein @shobhitic Yah my bad. This dau chart doesnât fit with my theory too but I certainly believe FK does more numbers from users we donât intersect with.
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We are at war. Praying for the safety of all. May God be there with our armed forces in this fight against evil. Jai Hind.
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Seeing so many deadlift videos, mostly from folks in their 20s. As someone in my mid 30s and lifting weights for a decade, I strongly think that the risks of doing deadlifts with heavy weights far outweigh the benefits . Unless you lift weights for a living.
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Why do Forbes 30 under 30 have 300 people?. By definition only it should be 30 no?.
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Anyone who shouts at colleagues/team members has no business being a leader. And no business being in a corporate set up. Do not normalise shouting in organisations. If you get shouted at, call it out. Just because 20 years back, it was glorified in many orgs by many leaders.
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Everyone is data driven as long as the data confirms what they believe :).
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Few brands/products I used and liked in last few months. Senses T Shirt: Best fit T-shirts I have ever used. Clicked on an instagram ad and bought. No idea who runs the brand. Nestasia Travel Mug: Amazing designs. Definitely the best home decor items. Frido Barefoot Shoes: unique.
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@karan_1302 Have stayed in Gujarat for 4 years. Of course there is no linguistic chauvinism . But it is not close to Mumbai when it comes to embracing everyone.
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Bumrah definitely a contender for the greatest cricketer in the world today. 2/6.3/14.0/25.3/7.2/13.1/29.2/12.2/18. Figures in the world cup. Truly a cheat code.
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Playlist for the last 15 years while working and more. Winds of Change.Sweet Child o Mine.Comfortably Numb.Like a Rolling Stone.November Rain.Everything I do i do it for you.A hard rains gonna fall.Hotel California.Bohemian Rhapsody .I want to break free.Stairway to Heaven.
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My Fitness Journey of a decade. All while working 50-60 hrs most weeks and a fair bit of travel in work. Few hacks/info which busy professionals can use. The first pic is from 2014. This was just when i was completing my post grad. Was weighing mid 80s, blood markers for many
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Baby steps in the new category :). First month where we sold 6000 plus units across channels . Early reviews indicate most customers are loving the product . And consistently amongst top 20 mixers in best seller list on Amazon despite having a significantly higher price point
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First assembly line was just few tables joined together đđ. Pic from almost 10 years back. I am the one fitting the ball bearings in the fan. Building physical products felt amazing a decade back. Feels amazing today as well
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@kolakke I am a Bengali born and brought up in Assam( Assamese speaking state) staying in Maharashtra ( Marathi speaking state).
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Another gem by Bhidu. He might come across as just being happy go lucky, but conveys so many things in his unique way.
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An IPL team is looking for a CEOâs office -Growth Associate . The ideal person will have 2-3 years of experience in FMCG/consulting/high growth startups. Starting Compensation around 25 LPA. Will be directly reporting to the CEO and working at the forefront of sports and.
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Everytime there is a ODI world cup coming up, I remember the âBritannia khao world cup jaoâ campaign before the 1999 world cup in England. I was 10 then. And it was a rage at least in my age group. Each biscuit( Tiger, Milkbikis etc) wrapper had some points. You had to collect
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There are 100 reasons to hate the IPL, but the fact that it can take an unknown 14 year old from a small town and make him a superstar overnight makes up for all its flaws. Vaibhav Suryavanshi â¤ď¸â¤ď¸.
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Here is a list of 12 observations/trends which could be relevant for founders building in consumer brands/tech in 2024. Slightly long read, and comes primarily from 1000s of consumer interactions and observations at retail counters & home visits over the years across all parts of.
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Amazon Ads was one of the biggest growth drivers for us in our journey of building an annual 100 cr + profitable business on Amazon. For D2C founders, CMOs and growth folks, hereâs a detailed step-by-step process to start/scale/optimize/audit and ultimately win with Amazon Ads.
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If I take a long term ( 5 plus years) view, the sector which I am most bearish about is FMCG. a) The top 2-3 percent of India will move to new age premium brands, which give genuinely better products. These consumers consumed all the products which typically were high gross.
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With increasing competition, the 0 to 1 growth playbook for digital first consumer brands is broken. It is no longer ( and one may argue never was) only about running amazon ads/fb ads/influencer collabs, and watching sales grow. Instead, depending on the category that you
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Hereâs a likely way of improving the efficiency of your Amazon ads by at least 10 pc. Say youâre spending âš4â5 lakhs/month on Amazon ads. Your ACoS looks okay. Conversion rate seems fine. But your gut tells youâyouâre wasting some money on irrelevant traffic. Youâre not wrong.
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Hardly got any time during the week to workout, so we gotta complete our workouts in the weekend. Did you workout today? . 3 hours a week is all it takes
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What an amazing news to wake up to. Rohan Bopanna at the age of 43 becomes the World No 1 for the first time in doubles tennis. Age is indeed just a number.
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ESOP taxation in India is not employee friendly. It has been a long-standing request of the Indian start up ecosystem to correct it. This is what happens currently, why is it wrong, and what needs to change. A thread.
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Many digital first consumer brands reach the 40-50 cr annual revenue scaling primarily through a mix of performance marketing on Google/FB/Amazon etc. But very soon brands realize that performance marketing alone wonât scale and top of funnel/awareness spends are necessary to
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Was speaking with arguably Indiaâs best physio, someone who was also the Indian cricket teamâs physio for 4 years. Told something that left me shattered as a sports fan . Every month 100s of careers of promising athletes in many sports in India ends due to injuries which donât.
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If there is one life advice I still remember and follow, it is this. Never take any major life decision when you are either hungry or angry or horny.
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Bestsellers on E-com marketplaces are fine, but the thrill of becoming one of the largest fan brands in one of Indiaâs largest independent fan selling counter- Rathna Fan House in Chennai within 1 year of placement hits different . So much so, that we inaugurated a second display
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Wealth creation through ESOPs is a major reason why people join startups. But most people struggle to correctly evaluate job offers that also includes ESOPs. Here is how I would think evaluate offers with significant ESOP component. For an employee to make meaningful money.
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I was suffering from very bad neck and lower back pain for years. Caused by years of bad posture and a sports injury. Went down the rabbit hole of spinal health and posture. Read many books. Found a very good physiotherapist who worked on the fundamental issues of strength
Is there anyone who is solving for spinal health holistically in India?. I have 2 major slipped discs- 1 in cervical spine and 1 in lumbar spine. Primarily because of wrong postures for years. Seen many ortho doctors and physios over last few years, but struggled to find a proper.
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Print ads can be incredibly creative/impactful and make you take notice . I often look up print ads for creative inspiration. Here are few that i really liked( will keep adding in the thread). 1: Sugar Free Lollypops
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Which are some of the best new age D2C/consumer brands you bought recently and loved?. Looking primarily for hidden gems in food and fashion. But feel free to share recos in other cats too.
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If you are spending more than 5 Lakhs/month on Amazon Ads, strongly recommend you to do this basic monthly audit. Takes less than 30 mins and will make your ad spends at least 10-15% more efficient. Go to the Amazon Ads portal and download these 2 reports for both Sponsored.
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Was in Vadodara market yesterday . And in my market visits, the best thing that happens is whenever I visit any shop and see consumers walking in to buy fans, I ask the retailer for permission to act as a salesman. And then I try to pitch the product . It gives unfiltered
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âKaam karne wale log chahiye, kaam karwane wale nahiâ. Overheard in office . Very important in my opinion that at every level ( including senior level) people retain the ability to do good work themselves. And not just delegate and man manage.
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@deepigoyal All that is fine, but will banks give a 20 lakh education loan for a zomato offer letter?.
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