 really happy to be here to talk about clearly what is a topic of interest to everybody, which is Gen Z. We've heard a panel sometime back also talking about the same thing, and I'm going to kind of share our learnings and thoughts of talking to this target audience itself. For us, interestingly enough, Gen Z is not just a word that we want to talk about from a future perspective. We already have 10 million customers who are Gen Z. So it's a very, very real audience and a cohort that we go after because they drive business for us. So just to start talking about some of the numbers from a Gen Z perspective, anywhere between 250 to 300 million Gen Z in the country is what estimates are. We know that over 100 million of them are shoppers across the spectrum. And we know that there are 50 million of them who are actually e-com shoppers. So again, as an audience, as a cohort, when we talk about them from a future perspective, we also have to realize that even today they are a very strong business-building cohort. So today, 50 million, as far as we are concerned, e-com shoppers. Tomorrow it's the same, which will become 250 million plus. So for any brand, I don't think this is a cohort that you can ever ignore. And of course, the cohort does is do everything online. As the slide says, they live online, they connect online, and they entertain themselves online. So whether it's the amount number of hours they spend over seven hours a day digitally, 50% of them like to share things online, 70% of them are active on OTT. So huge online consumers, huge content consumers is who they are, and therefore it's important to understand how we can talk to them. As we were building things around for this cohort and audience, and because we see their behavior on the app, we've learned a few things about what they seek, and therefore sharpened our strategy towards that. The three things, one is they seek an immersive shopping experience. They see themselves as a cohort which is different from anybody else. We've all had cohorts right from Gen X to Millennials to Gen Z. Gen Z are the most differentiated cohort. They think of themselves as the most differentiated cohort. So they want brands to give them space and an architecture that's designed for Gen Z. So that was very important for us to create. Second is just from an insight into what they seek from a fashion perspective, they seek trends. For them, what is happening today right now, latest, is very important, because that helps craft for them their sense of identity. If there's one thing this cohort is very, very strong at and very good at, it is understanding what their sense of identity is and very clear on how they want to portray it to the world. From a fashion lens, that's about trends, and I think that's where the second insight came from. And the third one is, which was spoken about even in the earlier panel, is a sense of community building. For them to feel like they are part of a group of similarish cohort, because they believe in that kind of interpersonal acknowledgement itself. So these were the three pillars. I'll break down into how we kind of brought it to life. So the first one is about building immersive experience itself. So one thing that we did just as getting into the app itself is the first part, which is we created an app and app specifically for Gen Z. So anybody comes into the Mintra app, they kind of got this first screen, which said, if you are Gen Z and you want forward, you click on it and you just go to a forward experience directly. You don't see the rest of Mintra. You see Forward, which is the brand that we've created for Gen Z. Even if they go to the regular Mintra on the bottom nav, we had a very clear forward call out to make sure that if that's what you seek, we will take you there. And then, of course, the third one is the forward app and app itself. For us, again, the insight from an immersive perspective was they are social media first. So therefore, how do you build a shopping experience also, which is like social media first? So the use of just these white graphics and the visual treatment, for example, is one starting point of how we made it immersive. The next part of it was how do you really create a video-led first, even from a shopping experience perspective? So through the forward app and app, you will see a lot of video content that gets interspersed with the standard catalog that you would see in any shopping app. And these are videos that are across three verticals, which are important, again, from a Gen Z perspective. One was about discovery, which is how do I discover new trends and what's happening? Second is how to, which is, I want to know how to style A with B, what kind of beauty tips work for me for going to a party versus going out somewhere else, et cetera, so the education part of it. And the third part of it, which is important for them is inspiration. They take inspiration from influencers, creators. They take inspiration, of course, from the regular, what you would call, celebrities in India today across both movies and cricket. So we had video content across all through our app that does this. We have over 500 creators that we work with who are Gen Z creators, whom we work with who put out content, and this content is put out on their social media, whether it is Instagram, Snapchat, et cetera, and also on our app. So that's the second part of how we made it a little bit more immersive for Gen Z. And the third part was, I mean, we are a tech fashion platform. How do you use technology and make it more relevant and immersive for them? So we created features that help them in their purchase journey. So the first one is an AI fashion assistant called Maya. What she allows you to do is you can converse with Maya on a real-time basis on what you're looking for and she will help and guide you on your shopping as you go through the shopping journey itself. The second one is what we call my fashion GPT because again, the world is moved from doing just specific search terms to doing much more conversational search. So that's what my fashion GPT does. So you're not just searching for a pink sari, but what you can search for is a pink sari that I'm wearing for tour wedding in Chennai and it will contextualize that and show you results for that. That's really what my fashion GPT is about. The third part of it is the AI stylist, as we call it, which is everybody goes in to buy one article type. I'm looking for a jeans, I'm looking for a top, I'm looking for a dress, et cetera. But what's important for them to kind of showcase their identity is the full look. So as they're looking for one article type and as they make that choice, what we also ought to recommend to them is this is the rest of the look that you can potentially buy in Vintra to complete the whole look. So the first three are kind of on the fashion side. On the fourth one is on the beauty side where we have a skin analyzer, which again starts with taking a selfie and again the back end engine of that rec basis kind of analyzes your skin texture, et cetera, gives results and makes recommendations on the products and the kind of regimen that you need to follow. So this again is helping Gen Z in this journey across inspire, across discover, across education on the journey itself. And what we've seen is across all these, anybody who engages with these features, the ability to convert them, the ability to get more revenue from them, the ability to get repeat just increases dramatically. So this is another tech version of how we did an immersive experience for Gen Z. Moving on to the second part, which is trend first. Trend is super important for them and there are many kinds of trends. This is an audience which is digital first, so they know everything that's happening in Milan or New York real time. They don't depend on someone else to tell them they know it. That's one part of it, so it has to break geography. The second part of it is they look for trends which are not just seasonal, but they look for things which are very, very topical and here and now. A great example of that, which is a trend which lasted probably 45 days, was the Barbie trend. When that came in, it was a trend that took off and everything that was required was required for those 45 days and we had to kind of respond. So trend we identified was very important and we kind of brought that to what we offer them. So we said we would bring in 100,000 trend first styles and more importantly, we would update it really fast real time. So we had over 2,500 weekly drops of the latest trends that they could see every time they came to the app itself. But doing trends is, one part of it is simple which is what you showcase, but the back end part of it is extremely difficult because what you have to do is curate and find out trends globally what's happening on social media everywhere. Again, where tech comes in and plays a role, so the tech team has a trend identification engine which they run, which kind of scouts and scouts, social media platforms across the world, fashion first blocks across the world to identify trends real time, which kind of goes into a curation machine which goes into the feedback loop of the designers for them to produce and then it comes down to actually showing it on the app real time for them. So again, the back end of trends is super interesting and then how do you bring it for to the consumers is the front end of it and we said, Gen Z look for trends everywhere. And the first place they look for it in social media and we kind of said, if you spot a trend anywhere we will allow you to shop that trend on Minthra. So the first image that you see is Instagram. So let's assume you're looking at Viral Viani and you see someone wearing an outfit that you really like, real time you kind of share on Instagram to the Minthra handle and you will get a response back with the clothes which match that image real time, right? So that was done on Instagram. The same thing happens on our app itself also. So within the app we have image search. So you can take a snapshot from a magazine, from social media, search using that image on our app and it will real time show you what are the clothes that match that the most, right? So for everyone it was about not just spotting trends but it was also about closing the loop and buying trends. That was accompanied by a couple of the other widgets which I spoke about which is things that drop daily so that you know it's new. And again, and the fourth one which is as you're searching for anything you have a forward trending filter there which tells you again that not only are you searching for work clothes, party clothes, whatever but very real time what is the trending version of it. So this is the piece related to trends itself and how we showcased it. And then of course the fun part of it is when you really take it to communications and you say it in a fun engaging manner to the audience. So this is a video that we kind of put out to talk to everyone and say what spot the trend and get the trend is all about. I'm guessing I just played. Turn, turn, I'm so excited Take a sip of the style, don't bite it Move to the rhythm of the groove, don't fight it Make me shake it, shake it I love the spotlight But every time I'm stepping out I get snapped on sight It's like, spot it But we're spotted First access to latest trends with just a click Catch the hottest styles now Only on Mintra4 Yeah, so this was the fun little video and in the spirit of talking to the cohort we did two things one is of course whom we used were Gen Z themselves both Khushi and Vedang and in the spirit of trending this is something we launched just before the Archie movie came out so again a lot of those pieces kind of worked out well together so this was on trend the last piece is on building community and I think the best and only way to do this to this cohort is to go to the campuses which is where community formation happens so we have the Mintra Forward Campus Tribe which is our loyalty program where we go to campuses and get students to kind of enroll and get benefits out of it as we speak today we're probably going to about 500 plus campuses we're gonna aim to get 2000 plus campuses by through this year itself so that's one part of it the second part of it is an on the ground event that we do call the forward faces in each campus a key insight that you have about a lot of the Gen Z is whether they're working or not you will realize that they all have side hustles and they want to make money because they're not waiting for that first job and everything later to start spending they're doing it today and right now and one of the key pieces that they look and aspire for is to become a creator themselves so the way forward faces works is in each college we kind of do auditions to figure out who's the most fashionable there what they need to do is put out social media content tagging us we look at the likes and engagement that they get and we kind of every college gets two or three ambassadors and we provide them the Mintra platform to become really creators whether it is using the Mintra social handle where on Insta we are following upwards of three million whether on our app where we have all those creator videos that I spoke about we kind of help them in this journey of becoming creators themselves so that's another aspirational piece for them which is to become a Mintra forward face along with the campus tribe which we kind of build as the larger community piece itself and what we kind of close is just in terms of visual imagery across all communication we do do things which are a lot more trending so the first images of the recent sneaker campaign which was AI enabled that we kind of did the third one is again part of the sneaker campaign where we did an augmented reality piece with Snapchat that kind of went forth and again where all the youth festivals as we speak about kind of participating there the under 25 one is really the last part of it so catching them where they are enabling to build the community where they are is really the key so yeah those were the three pieces that I wanted to share with you which is building an immersive shopping experience was key second was being on trend and really the third is continuing to build community because that's what this audience really looks for thank you very much