 Well, before we actually move on to our next address, ladies and gentlemen, I'd like to mention that we will refrain from doing a Q&A session just to ensure that we stick to the timeline. So I'm going to request you in case you have any questions, you could please take them offline with our speakers. Well, our next session, ladies and gentlemen, is on the subject of wooing the connected spender. Please help me welcome Chief of Sales and Marketing, Automotive Division Mahindra and Mahindra Limited, Mr Vijay Ram Nakrath. While that comes up, good afternoon, ladies and gentlemen. I think what an appropriate entry for me that the previous speaker handled all the questions as far as automobile purchase was concerned. But it kind of, you know, is a very interesting topic because, you know, it's a high, it's a high involvement category and decisions aren't easy to make. But having said that, I think only time will tell and if I go by my definition of what millennials have to think about the automobile industry, they don't want to own a car. For them, Uber and Ola is their way of life. So guess the amount of threat that we have to face. But anyway, let me take you through a little bit about what's our understanding of the connected spender and especially with related to automotive, which is a high involvement category. You know, the traditional way in which we segment markets, I think the days are over and especially when you look at the connected spender, when you look at the online space, the traditional way in which we segment the market on demographic, psychographic, et cetera, et cetera. I think that those days are kind of over. And hence, when we kind of looked at what is the consumer definition going forward and how is the consumer going to behave in terms of their purchase buying behavior. We clearly shifted the way we looked at these consumers. We went out and re researched the consumer space where, you know, those are some of the data points where we interviewed about 77 customers. We did urban rural, spent a lot of time understanding how they go about buying products across various categories, their purchase behaviors and finally, we actually came up with 10 unique customer personas and I'm not going to spend time covering all 10 of them here today, but let me talk about two because they're extremely relevant and especially with regards to the digital topic that we're all here for today. So the first persona is what we like to call the digital dreamer. I think many of you all would see on WhatsApp the kind of photographs that we get about, you know, people, the way they consume digital these days. And what we are saying is here is a segment in the market who literally live digital. Their life is digital. They don't go beyond this. They don't understand life beyond the digital space. So here's some interesting statistics and I'm not going to talk so much about the income, but 221 times the phone is checked per day by these people literally at an average. Okay. And of course, this is all statistical data through a very renowned agency called BCG. While there are syndicated studies, we engaged with them and BCG have worked with us to do all the consumer inciting and help us arrive at segmenting the digital customer and we've kind of evolved our digital strategy, some of which I'll take you through today, which again is relevant to the topic that I'm talking about. But again, and I'm not going to read everything on the slide, but I think I've highlighted certain points which are very, very interesting and especially from a marketeer's point of view. Continuous discovery mode, continuous discovery mode. Micro moments. I think in marketing, we all talk about moments of truth, but digital brings in something called micro moments. I think it even breaks moment into micro. That's the power of digital. That's the power of analytics and that's the power of the strategy that you need to have in this complex business environment today. I think there are lots of examples, but I really love this particular one and most of us can relate to it, which is Airbnb, how it kind of feeds into the dreaming of the digital dreamer in terms of the hospitality and in terms of the travel space. So what can brands do for these digital dreamers? I think as I mentioned, it's primarily the power of analytics, the power of data. What we call, again, we've been using this phrase in marketing for many, many years, where we say that we want to customize and we talk about n equal to one. But I think the error of actually making n equal to one is now here with the power of the digital tools that we have, because you literally customize, you use prognostics, there are various tools available which you use and you go out and customize your offering to the customer. The second interesting persona, which I'm going to talk about, and I said I'll be talking only about two, because I don't want to spend too much time on the theory, but maybe share with you a little bit about some of the exciting stuff that we are trying to do in the auto space, is what we call the butterfly consumer. And I just love this phrase and I love the definition of this customer. So what is a butterfly customer? I think it's pretty apparent by just the terminology that we've used over here. It's the customer who continuously is fluttering between the virtual world and the real world. And they used to be a time when you went sequentially from the digital world into the real world. But in these days, it's so unpredictable, the customer starts the journey from anywhere and ends up anywhere. So I think what's very, very important over here to understand is the high degree of unpredictability. And hence, for all marketeers, you need to have an insurance to your marketing strategy. Whatever you do in this unpredictable environment, your strategy should ensure that it covers all bases. And again, I'll come to what are some of the things that we're doing over here. Because like I said, you don't know. And Venkat mentioned in his talk that you can do all the homework online, but you end up going to the store. You know, the risk that you run, especially in high involvement products, a lot of your decisions are made by word of mouth. And if you don't have good word of mouth, and all the thumbs ups and the greens in the online and social media space, you run a huge risk on your brand. So again, coming back to the point, in the unpredictable environment, you need to make sure you cover all your bases. And I think here is a fantastic example, you know, who's at least from the automotive space, who've really done justice to what we call the butterfly customer. And I think while they did only one such store, which is the Audi store in London, and I'm sure many of you all would already be aware of it, would have read about it, seen it online. But I think they very beautifully integrate this whole strategy of the customer can start their journey at home. You pick up the information on the online space. But when you come to the store, they already know who you are. They already know the information that you've researched. And the best part is your journey begins from where you left it off at home. So no longer do you walk into a store, and you meet a sales consultant who boards you to death with a six point demo sale story, and then tells you this is the scheme, this is the offer, this is the test drive, gone are those days. So it's kind of an omnichannel experience. And I think if I had to go back and just kind of compliment or add to what Wencurt said, I think that's the future, at least for now, in high involvement category brands and products, where omnichannels the strategy, you can't say I'm only going to be online, you can't say online is going to happen five years from now. You've got to cover your basis, you've got to ensure your business, and you've got to move on. You need to have your strategies running on both tracks. I kind of already covered this one, let me not spend too much time, but this is what you typically need to do for these customers and kind of already walked you through that. So now let me bring this back to what are some of the things that we are doing in this high involvement category where you've got digital dreamers, you've got unpredictable customers. You don't know whether customers want to buy automobiles in the future, here's an organization which makes SUVs and says we want to create objects of desire, and that's what we want to position our brand as. So how do you kind of work in this in this VUCA environment, the VUCA world that we live in. Just going to throw a little bit more statistics for you guys just so that you'll be able to appreciate some of the points that I'll cover later, which is the whole, as I mentioned earlier, the decision in the past used to be family and friends. Now in terms of hierarchy, it's the internet that helps you decide your brand, because you have all people writing about their experiences and all experts who have opinions which are available online. This is very, very interesting. High involvement category product, we're talking about customers coming to the showroom. There was a time when you used to have 2.3 test rides before a purchase that's down to 1.1. So you just go in probably once or you get a test drive done at your house and you made your decision. So if you don't catch that customer at the right time and you've not fed the right information for the decision, you're not in the consideration set anymore. And of course customers are looking for a seamless service experience, they buy the brand, they don't want to be going to your workshops, talking to your technicians, they want everything to be seamless and they want everything to be convenient. So if I was to kind of summarize what we are doing in three buckets of pre-sales, sales and post-sales, we've created an integrated digital strategy and I'm going to kind of very quickly try and cover the first and the third, not so much the second in the interest of time that that's there. We've actually created a digital platform and I'm not calling this specifically, it's a platform, it's not an app, it's not a website, it's a platform. Why do I say it's a platform? Because there is, I can guarantee you this, there is no other automobile manufacturer that gives you what this platform gives you on the automobile space. We are talking about, again the previous speaker spoke about goods at the store, there is no other automobile manufacturer that gives access to dealer stock available at the showroom. So you don't even, so you don't go hunting for the vehicle, you say okay I want a XUV white W10 automatic transmission, you look it up, you know at which dealership it's available, you can specifically call that dealer, not that you know you go around in circles trying to find where you can buy the vehicle you're looking for. Collaborative exploration, this is again an industry first, you create your vehicle on Facebook, on social media with your friends. So you like a vehicle, you can start accessorizing it, invite your friend, co-create the vehicle with yourself, book the product online. So I'm not going to get into each one of them but these are some of the things that we are talking about and hence I'm calling it a platform and it's not just an app. Let me just quickly, you know, can we just have the two short commercials that we've created for SUV as a platform and you'll understand what I'm talking about. Aarti has rescheduled for Sunday, which means ponam goes Saturday and sulochna goes Friday after lunch. Hi Yavit. Hi. We can plan. Aren't you a happily married man? Yeah, of course. So? Aarti motors have rescheduled their test drive time once again, which means it'll affect this motors and that. Yavit, stop this. I'm saying stop this whole thing and start this. Pick a convenient slot, test drive for a block, track till they come and knock, book your test drive slot now, visit MahindraSUV.com and start exploring. Can I have this variant in that color? Sir, we have the best offers for you. What we don't have is this color and that model. Can you come back in a week, please? Morning. Oh, hello, Mr. Chafrey. Looking for this model? You have come to the right place. This color? Oh, sorry. It's not available. But you must check out these 12 other colors. You know, equally smashing. Javed, stop this and start this. Check available schemes and stock. Find only what you need and no extra talk. Book your SUV now, visit MahindraSUV.com and get set to rock. So there's a whole series of these ads and I just wanted to give you a flavor of what this platform is all about. But you know, go do go and check out MahindraSUV.com. Just a quick one on sales again online. Very, very important. Yes, today Indian consumers don't physically buy online, but they book vehicles online and testimony is data to that that today almost 13% of our inquiries come from online and 8% of the retail of the personal brands of Mahindra, not the commercial range, gets sold or get booked online. And hence it's a clear indication in terms of, you know, what will emerge going forward. Let me move to the third leg, which is the after sale leg. And this is a very interesting AV that I just want to play for you, which is where is after sale service moving to and this is a glimpse about automobile industry, but I'm sure it will cut across categories. Can we just have that AV please? There's something wrong with the sound. No, no, no, no, it's just it's just construction. That's all. No, no, no, I'm not driving. Are you okay? Yeah, you. I'm good. I'm good. Oh, no, not you. Listen, I'm going to have to call my agent. I'm going to get right back to you. Mr Burton, this is in Shore Corp. We've received sensor data that indicates you were in an accident. Are you injured in any way? I'm not injured. No. Is anyone else injured? I don't believe so. Okay, where's my agent's number? We have pinpointed your location and we are showing your car is not drivable. So we are dispatching an Uber car to take you to your destination. That would be great. I'm pressing one English. E M G L I English. May we give your coordinates to our appraiser drone to perform the appraisal? Absolutely. We have received the photos, assessed the damage, authorized the repair, selected a qualified repair facility and have dispatched a tow truck to take your vehicle to that facility. Perfect. Yes, hi, this is. Yes, I'll hold. We have looked up the other vehicles insurance transmitted the appropriate data to create the claim and filed the California SR one accident report. Can you confirm the information is correct on your phone? Then hit the accept button. I'll check it right now. Well, okay, I think we got the drift. It's slightly long. I think you could Okay, all done. Thank you. Your Uber car is so you know that kind of gives you a flavor of where convenience is heading in the after sale space. So let me just quickly share with you what we are talking about. This is our brand called with you Hameshah, which again is a digital after sales platform. It's an after sales platform. Now here's what you experience on this platform. You are a Mahindra customer and you need to service your vehicle through this platform. All you need to do once you've registered your vehicle is you literally have access to the workshop schedule of the closest workshop to you. You book your service. The person comes to your place picks up the vehicle takes it to the workshop. You can attach voice. You can attach photographs of issues that you may have with the product job card gets opened at the dealership workshop gets sent to you. You approve it digitally. Service gets done. Vehicle gets delivered home and you pay online. That's the new service experience and that's what customers are expecting today. And you can see 10% of such service today of Mahindra Brands happen on this platform. Point again coming to the convenience is what people are looking for. So you buy the product once you've bought it you're totally looking for convenience in the opposite. What's next? Well, I think all sudden done while we are talking digital and while we are talking online purchase of vehicles is still a category where family, wife, children, they are all involved when you buy automobiles and hence and also there are some other challenges that you know when you go to a showroom. You probably don't get to see the color and the variant that you're looking for. They show you a leaflet and a brochure which says, well, you know what? This is the vehicle that's parked here. But the variant that you're looking for is this color and it has these features and that's the price. So there is a lot of impact and again you're not able to. So what are we doing about it? We are now taking the showroom home to the customer. So what are we doing? The customer goes with a virtual reality experience, goes home, explains everything about the product. You get to do it with the family. We give you a test drive at home and hopefully get the booking while the consultant comes to your house. So the whole concept that we, you know, both speakers have been talking about, it's online offline. All right. You don't have the convenience in time to come to the showroom. The showroom comes to your house, including the experience and the test drive and the booking of the vehicle. I'm just skipping a few slides because I've kind of already covered all of this in the interest of time. And the last one that I want to talk about is there are brands that are talking about increasing footprint with larger showrooms. We've kind of turned the strategy on its head and we are saying no more 5,000 square feet showrooms. We're going to go digital. You need thousand square feet, park one vehicle, create a digital experience for the customer in small showrooms and take them across the country. So we're not trying to create an Audi city here because that cost a couple of million dollars. We need to keep viability of our dealers in mind when we do stuff like this. The objective is take this urban and create a light version of it which you can take into rural India. And that's how we are kind of reimagining the dealership of the future. And that, you know, kind of is the experience. It'll be a holistic experience where you've got multi-touch tables, large screens, virtual reality, the works in terms of your ability to buy the product at one of these places. So in a summary, that's what we are doing in terms of redefining the automotive retail space with our brand for the butterfly and the digital dreamer. I think I just about managed my time. Thank you very much. Thank you very much. Well, I'd like to quickly invite Mr. Vishal Desai, associate VP, marketing colors to kindly join me on stage and present a token of our appreciation to Mr. Nakhra. What a fantastic presentation. So thank you very much. Ladies and gentlemen, another round of applause. Thank you once again.