 Thank you so much. Very good morning to everyone. I'll try my best being the new kid on the block With the recently launched our beauty business beauty app, which is start a click palette What I will try and sort of Spend my time on in the next 10 to 15 minutes is mostly focused on What we are trying to do Basis what we are seeing as new way of shopping new way of buying from the consumers Yeah, so First I'll just sort of try and establish. This is very sharply focused on beauty as a category But some of the elements are common across multiple categories So the idea is when we thought of entering into beauty as a space as a group we Looked at various aspect and what was changing in the buying behavior of consumers. There are three or four very large callout large problem statements we were trying to address and Which is where I'll sort of spend some time on terms of what kind of solution that we are providing first and foremost after having Some of the vertical players in the beauty segment who have solved the problem of Authenticity availability selection and beauty and personal care space The biggest problem consumers were facing was around What is it for me and what is best suited for me, which is all pointing towards Personalization the question she was asking was I know that there are multiple products available. There are multiple content available in the Digital ecosystem, but she wasn't sure of what is best suited for her and this was also sort of pointing towards The intrinsic nature of beauty as a category, which is very high on trial and error It's like an unrewarding cycle of experimentation. I know you don't know what is best suited You try out multiple products and then one fine day you hit ureca. Yeah This is the product that works for me and then all of a sudden you hear now the world is moving from Are you ready to certain type of ceramides and higher ceramide and then Then brands start launching products with snail musin Which is a continuous advancement in either on the scientific side or on the research side We are trying to Uncomplicate this for consumers. That's at the core of what we're trying to solve also Second very very critical and I'm sure that all of us are seeing this in our business the importance of Content in the buying journey. This is based on some of the data points that we were working on almost 30% plus of all beauty buying in the financial year 21-22 initiated through a content consumption and this is People like you and me following YouTube for YouTube influencers Instagram and various other medium and almost 90% of all buying in the beauty space had at least one Touchpoint Which which could be pre-buying while buying post buying it could be how to use video. What is best suited for me? What does a particular celebrity follow which brand she uses and so on and so forth? Which is the second sort of big sort of change that we saw in terms of buying behavior? This this is the second problem. We are trying to solve for what was currently the various solutions that were available for consumers where We started creating a lot of content. It is available through various platform But it was left to consumer to sift through search through and find the best content for her So you have all of it is available, but it was not Personalized to every single individual not for my type of skin my type of hair and so on and so forth and second is There was no way in which we could classify the brands into different category based on What do they offer in terms of what ingredients the products sort of have? and what efficacy Claim each of these brands have what is the genesis of this brand whether it's a sustainable brand green brand and so on and so forth because consumers were looking for those options those led to a lot of Sifting through various option the selection was becoming more and more tough and And the final one is there is no Straight linear journey in buying anymore. It is across the board especially for beauty. It is extremely non-linear Not in not just in digital Beauty being a category which is very high on touch and feel Very high on education customer also expects to have some bit of offline experience where they can visit the store Touch and feel the product also get to learn how to apply some product what works for the skin, etc So this whole complexity Is what was the core of the problem that we tried to solve with some of the latest Digital technologies that were available at the time and some bets that we are taking how we will position this as a differentiated offering to consumers So basis the current sort of Requirement from customers we said there are three large areas that we will be focusing on One is on personalization, which is what I talked about here. What we are doing is We are going very deep in understanding the consumers To know about what is their hair type? What is their skin type? What Region geography they belong to what brand affinity they have what preferences in beauty buying they have this is all captured With various different interactive tools we use some amount of AR we are to capture this Some on-boarding survey based questionnaire, which is highly gamified and some are Slightly implicit which is based on her browsing behavior on the platform what she is buying what she is browsing What content is she connecting with what she is liking and how she is commenting? Which influencers and brands she is following these are all taken as input based on which We have built the algo to recommend the right products and write content to the consumers Which is highly focused on personalization second is content and I'll tell you why this is Extremely critical for consumers to take decision on and how we have sort of looked at it We have sort of created this into a hierarchical structure At the lowest level we are providing the capability for consumers. It's a user-generated content consumers who have used a certain products And also are consuming some content. They share their input I bought this product and this product works really well for my skin and also explaining a little bit more about Her skin type or hair type, which is the lowest level one level higher And which is where our previous speaker also talking about is the importance of Bharat India is not like one homogeneous country and Especially on the beauty space. We've realized there are really highly valued Micro-influencers in this space across the country and they create content which is highly Useful relevant for consumers for that small geography that small cohort and she could be based sort of silly goody in a certain language She'll create that content. How do you showcase that content to customer? Which is most relevant for her and which is the second level what we do is we bring all these Influencer created content on to the platform. We have a method of sourcing it and we create Multiple tags, which tells us what language what region what kind of content and then map it with the consumers So that so that we're able to showcase the right content to the right consumers One level higher is our brand partners and our in-house content creators These are all the beauty brands who are creating some wonderful content. It is about their brands and also beyond About the study on different ingredients that are currently working Where the world is progressing towards? What are the new launches? How to use when to use and so on so forth Which is the third level of our content and the highest level is the Authority in the space. We have a few cosmetologists dermatologists Country and world-renowned make-up artists who then shared their way of doing things This is like how we have created the content and this also sort of helps us in Establishing the authority in the space. We know how to help and guide consumers towards their journey of beauty And which is the whole thought that we have is we want to fulfill and be that Beauty obsession partner for the consumers This is just going a little deeper giving you an understanding of how we are utilizing this data The all the data points that we are collecting from consumers explicitly Implicitly through tools and lot of input mechanism at a product level when we onboard a new product Our product cataloging is almost like 3x of any other platform Only because we go way deep into the contents ingredients of each product Which helps us in showcasing the right product to write consumers and we use this information in two fashion one is on platform where we use all the Customer attribute level information and showcase the right content right product at all points in time and Bases this also we create certain demography and cohorts This is highly personalized very structured which helps us in Creating the right Media campaign right messaging choice of target audience choice region choice and targeting on the off platform whether it is meta Google or any other place we use this information on both the sites So just to sort of going little deeper on this is this is how we sort of translate I'm just focusing here on off platform What we do is once we know what are the different types of cohorts that I created Then we break down by category then by region and in that each block that you see 24 blocks Each block then has about anything between seven to eight different either customer level age them age base Product base need base solution based different creatives are done And then we use that information to showcase the right information right content right product to the consumers So this is our overall thought process of how We are moving towards using some of the digital trends experiences capability that exists today to reach the right customers be more efficient and also be more relevant to what you're showcasing giving us The right reason to be present here With and sort of that what it translates to is Completely seamless journey. So in the previous slide where I was showing you in terms of how you create the cohorts And when the cohort is created for acquiring new customers, how does that translate into when she lands onto the platform? It is all tied in so we already know that she came in through this particular campaign Which was based on a particular cohort so the personalization on the feed page is done Exactly, we know where she is landing from what products she has seen which cohort she belongs to Everything in the journey is adjusted to that whether it is our home Which we call it as a feed page then the search get personalized basis the brand preferences that she has And then the recommendation everything is based on that particular cohort that we have created if we have Say for example, we have used a Mac Consumer consumer who loves Mac products and specifically on makeup belonging to a certain region and certain age group That will completely follow through which will also help us in sort of Understanding what are the associated adjacent brands that we can showcase to her let her know that these are the brands also work really well if you're using this product and Showcasing the content created by that brand at right point right relevant point which helps us in Ensuring the customer comes to the platform even without commerce as a reason so being a platform of both content and commerce That's a huge advantage Customer need not come to you even if beauty is a high Frequency purchase in a year Even if she purchases six to ten times We would want her to come to the platform every day because we'll have a reason for her to come to the platform every day And that's how the whole journey is designed whether it is a discovery stage or consideration stage buying stage or post buying So that's our take on what we are doing and Thank you. Happy to take in any questions Thank you so much