 Now, ladies and gentlemen, moving ahead with the next session. Our next session is with Mr. Bimal Reba. His passion for cultures, languages and making information accessible led him to kickstart Trell as COO and co-founder. Since the age of 18, he has been a part of the Telugu film industry, taking up both the roles of cast and crew during his due to his passion for content. Be it films, TV shows and now on the move content. Along with content, he shares the love for data being a gold medalist in ECE engineering from JNTU. He will now join us and present on tapping into the video and vernacular social content to scale up your businesses. Ladies and gentlemen, please welcome Mr. Bimal Reba, COO and co-founder for Trell. Thanks, Reba, for the kind introduction. Since we have 10 minutes on the clock, it's a very interesting subject where we together here at the organization are what we are building from the past three years and how we look at e-commerce evolving the next three to five years. But without much delay, let me quickly share some screens if that's possible and then take you through what we are building. So just quick introduction about Trell. We are a video commerce platform. We are an influencer led e-commerce platform where users on the platform discover content under various lifestyle categories such as beauty, fashion, home decor, DIY in more than 10 languages. That means most of the users have access to these content interest categories in their own language, but most importantly in a mobile-first format and in a very snackable format, which is not beyond two minutes on the platform. Users also get an ability to discover products and services through this content from their favorite influencers and are able to purchase these products and services from the video within itself with a single click-up button. This is where we envision e-commerce evolving into as one of its key wings where it enables people to quickly not only discover products in their own language, but also educate themselves in terms of how to use a product from the influencers, trust them because they see the influencers using it on themselves and also buy them through a very simplistic user interface. That's what we call a social commerce platform. But most importantly, we are going a bit wider here where I want to talk about how you brands of tomorrow and today can leverage both video and vernacular and social content to scale up and penetrate deeper into the markets. So just to talk about why it is very important as we, you know, there's one of the key service that was done by me. If you look at, you know, the entire landscape of India, even though there are 800 million or internet users, you would see the bottom funnel. The number of users who are actually shopping online being only 170 million. That means there's a huge drop off between the number of users who are actually online and the number of users who are actually shopping. Now when we went with the survey and also did our own internal survey, we understood that one of the key factors of why it's not happening is people are not able to trust or are not able to find relevant products. And most importantly, understand the usage of these products where they're coming online to purchase. Now, because of this whole reason, we are actually seeing this gap not reducing. And thereby we need video and vernacular to ensure that e-commerce experience becomes more inclusive and diverse as we move forward. But who are these users and why does it make? Why is it very important for us? If you look at it, right? This is one of very personalized way of understanding how e-commerce is divided, Indian users are divided when it comes to mobile infrastructure in India. So we call it India 1, India 2, India 3. So India 1 is a highly monetizable base, which is already existing, which we call the first 50 million who are accustomed to how to purchase online. But what is most important is to understand that India 2 is now upcoming and they are ready to buy online. But if you see the size of this indicator in the market, it is in terms of volume itself, when it comes to number of people, it is four times that is you have 210 million users with an average per capita income of $1,400 and above. And if you see the total spending power is twice as that of India 1. That means by simply tapping into spaces such as video vernacular and making it more relatable and localizing, you are able to tap into market that is twice in terms of spending power. Now, the other important aspect to it is if you also look into it, not only these users are coming online, but the internet penetration or adoption is still low. That means the potential for the future growth is also immense. If you look at some of the key markets where we also focus upon like TTMK markets or Bengal markets, the penetration is still around 18 to 21%. That means there's an immense scope of growth, but at the same time if you look at the users who are already online is also huge. That means if you look at people today consuming content, there are 500 million users who actually watch video content in vernacular languages in India at least once on a monthly basis. But if you look at the number of shoppers is again 170 million. So that's the kind of a divide between people consuming content and people purchasing online. So that is where video and vernacular would help brands to leverage and reach out to these audiences. Now, as I talked about one of the key stats is if you look at 18 plus Indians who watch video content online this 325 million. That means every two out of three people who are online today watch video content. Now that's the size of the market. And this is the summary of what I've been talking about out of the 750 odd million. Only 110 are shopping but if you look at 450 are using social and 500 million people are actually watching a video online. That means by having these two levers, you would ensure that the brand is reaching out to 5x more audience base that you're directly reaching out to. Now, as we move forward and double tap on it beyond video and vernacular though it helps for the reach, what are the users actually looking forward to? If you look at them, we see that they have a very limited purchase clarity. That means they do not know what they're looking for by being in their own language and not only able to address to them but you're also able to create relatable and educational content to them. Second is they have very high experimentative in nature. That means they want to try multiple brands. They are open to try out your brands if they have access provided they have access to that. I mean, one of the key evidences that we have from a platform itself is when we talk about categories such as beauty and personal care here to market or India to market for us. Actually, they have higher average order value that is 20% more than TN1 audiences. And secondly, they have more frequency of purchases that in a year. They at least come back 1.5 times more than TN1 or India 1 audiences to purchase these brands. And most importantly, they've been highly experimentative. If there's a new brand or a new product or a service that they see, which is not available in the local markets, they are happy to spend that additional rupee to buy them and try it out. But having said that they are sometimes price conscious. That means customizing your services and products to those markets, localizing and having the right price one made great top line addition to some of the brands that we have worked on try less a platform. And just to, since I've talked a bit of a macro as a picture, but let me also give you an anecdotal evidence in terms of how it actually happened on the platform as well too. If you talk about one of the key, you know, learnings, this is one of the case studies, which actually opened up our minds when we were trying to build this platform is we have this user within. She goes by the name of Anvesha and she was newly wed and from a day to city in West Bengal. She never purchased a beauty and a personal care product online before coming on trail as a platform. She always used to make purchases in the local store. The reason was she never understood how to use product. But what happens is when she's on trial, she actually discovers influence around the platform with the name of Panushka Azhar. She watches the content and and she understands that she has a similar skin tonality, similar problem statements when it comes to skincare, and she actively looks at all the videos that are posted on the platform. And then what we see is in the next span of six months, totally she gets introduced and educated about beauty and personal care space, but she was able to purchase 38 products within the span of six months. And every time she came onto the platform she at least purchased with an average order value of 850. So that's that's the power of diversification for you right by simply being in the whole language localizing for the taste and using video and influencer. These brands were able to better communicate the proposition to the end user and then also make sale upwards worth of 850 every time. And we shall use to find anything relatable. Now, this is just one story and but the story would become the household story going forward for India to markets for all the languages across India. Similar was what we've seen with other brands that have leveraged such kind of case studies to their benefits where they've integrated strong content, strong narratives, strong storytelling with certain influences and in certain languages with a major sharp focus in terms of making relatable content and they've seen tremendous results just by one video like some brands have sold close to 1000 plus products through just one video by ensuring that they were creating relatable content to the end user. Now, the next decade, as we speak about even decade is too long come for us because even today as we see the barrier to entry has become substantially lower when it comes to creating new brands online. That means most of the D2C brands are which are not existing. You know, three, four months back today are commanding a substantial chunk of market share by only solely creating products that people love the most, and this is going to only accelerate, but that means by 2025 you would have close to 6000 to 7000 D2C brands only in few months dropping up where they'll be creating this new solutions. That means the competition is going to be very, it's going to be a highly competitive environment. So that means not only launching products would be important but scaling would be very important for most of these brands in a very competitive environment. That's why what we see is whenever someone focuses upon ensuring that they're using video and vernacular and creating relatable content but doing this on a day to day basis by engaging with influencers that is not only doing it while it comes up to our new product launches but doing it on a day to day basis to stay relevant to the end user and educating the end user in terms of that particular category makes them acquire users at a lower cost and also keep them loyal to their loyal customers across the growth journeys. This becomes very important during scaling stages. And that's why I think one of the key things as we see D2C is highly important because even the omnichannel brands as of today as we speak to them, but due to the pandemic in the last two years, digital has become a key strategy for even the offline brands as we speak whether it comes to fashion, beauty, personal care, whatever segments that they thought they were happy with just being offline. Now are started moving digital first or we're making digital as the key channel. But if you see one of the three key pillars are marketplace distribution that means having multiple platforms making your brand ubiquitous for customers whenever they want to shop. Social shopping that means building networks wherever you're present ensure that as a brand you are garnering followership on that particular platform because this has a currency will only compound. It will help you to have direct channels of communication with your fans and customers on a day to day basis. And most importantly, visual studio on one night with me touched upon today. These will be three key for the branch as they move forward to and just to summarize in terms of what I talked about, every time a brand should is there, get into India market ensure that you're focusing on inclusivity and diversity, by ensuring that you create localized and relatable content in all languages in the markets that you're present. Unless until you do not do this, you will not get into that case and you will, you will not be relatable to the end consumers. You're going to have a very tight control over supply chain inventory management, but at the same time you go to have very sharp pricing strategies. It's one short fits all will not work going forward in this digital first environment you need to have different product offerings, different service offerings and different at different price sensitiveness for different markets by only which you could become a market leader or one or two in those specific markets. And obviously you need to have a very good relationship with marketplaces, whenever you are trying to have your digital strategy adopted. So these are some of the key things. And just before I end this. I'll just talk about how this journey happens on trail as I briefly touched upon this is how journey also looks like as I briefly touched upon while I began with you can actually as a brand come get your get yourself listed on the platform. Through influencer get educational content created around your products in more than 12 languages on the platform where users will not only be able to see the educational content if they like what they see, they can quickly add that particular product to the cart. See the reviews if they want to again in their own languages through multiple influences, and then buy from the video within itself. So this is how the future of shopping would look like. It's very inclusive diversive, and it's the most fun way to shop. And this is where social commerce comes in and this is how most of the brand should look to addressing this young population who's coming online. More specifically in lifestyle categories or consumption of categories. So that brings the session to an end. Happy to answer any queries if you have. Thank you so much for taking that session in such a short span of time and explaining us the importance of the vernacular, you know, languages and then the local languages and influencers and the other aspects of digital advertising and how it's going to look like for brands. Thank you so much for joining us.