 So I think consumer loyalty is a difficult topic. It's not an easy topic given the human nature, right? We want to try different things It's it's a difficult emotion to hold basically But at the same time You know when there is a deep loyalty towards a brand we really enjoy it and we really love it, right? so I think I'll start with a question where So for me some of the Tata brands. I'm very loyal, right? So whenever I travel I like to travel on Vistara or I like to stay in Taj I mean given similar hotels, you know, I would prefer a Taj Basically, and we are in Taj. I love the food here. So would love to know One or two brands which you are very loyal to and why So for me from a consumer durable point of view if we ask that since we are born and been using Olegate is a very favorite brand since my birth and if you take about financial sector I as you said that Tata is a good brand But similarly my personal is a public sector brand any public sector brand is a very because the trust element is there So I prefer a public sector brand Yeah, I think more a new age customer now So I think I have a lot of loyalty towards so matter every time I want to order food I always have an option of so matter versus we on the other friend whenever I'm booking a cab I always have an option of Ola versus over and I've seen I've spent a lot of extra money on Uber at times But it's just it's just I don't know in for some reason. It's just yeah I travel a lot Uber is definitely a favorite But the brand I do really like and I find myself keep going back to them is a decade long While, you know, I'm not a big Outdoor or a sports enthusiast or anything of that sort, but whenever I do Need something in that sort of category so to speak For some reason I always keep thinking of decade long, right? I think you know kudos to them for building a brand around that category that mind You know brand recall is there the experience in the stores, of course as if you've been to those stores The associates are very knowledgeable, right? You can try the product out. So lots of great things around it. So I really like them for me One of the brand that I really look forward as a loyalty customer is punished. It's a jewelry brand. I Think it has the true essence of word loyalty has been taken into actual implementation across all touch points of And as a customer Whether it is to do with service transparency communication Whether it is to look from a perspective of it's a status symbol the kind of experience that you get when you are in Versus So One of the brands that I'm extremely loyal to but not for the reasons that probably would I ask the questions that the brand is shopper stop And the reason I'm very loyal to it. The first reason is it was the first company I started working for so it starts from there And therefore it's very close to the heart. So that's how I continue to be a very loyal customer of shopper stop But if I have to answer your question in true spirit is the brand that I keep on going back to again and again is one plus In spite of a lot of things being said about Android versus Apple and this thing so for me It is not Android. It is for me. It's one plus So over a period of time consistently, I've been moving on to the newer models and then moving on to The watch the earbuds and whatever one plus keeps on coming including a one plus TV. So that's Great So What are the key characteristics of consumer loyalty 2.0, right? How you are using technology In your business or in other some other business you would have seen would be great to understand the insight So maybe you can start with you Abhishek on this question So For us and I'll talk about our industry life insurance. I will divide loyalty in two parts First part is loyalty because when a customer takes a product from us the customer has contracted to Be with us for next 15 years 15 years 20 years 10 years depending upon the policy term If the customer decides not to pay us for those period of time the transaction overall is not very profitable to me So the first part of loyalty is when the customer is already have acquired a customer just to ensure that the customer keeps on paying the contracted What was the contract for so that is one part of the loyalty because Customers keep on at writing in this parameter. That's one part The second part of loyalty is when you have acquired a customer but a customer and Research shows that whenever a customer buys a life insurance policy you end up buying six seven life insurance policies throughout your life and These six seven policies are normally spread over three or four life insurers So the second part of loyalty comes in that out of the six seven policies how much what is the maximum share I can get So these are the two parts of loyalty for us third part of loyalty which and I that's a very unfortunate senior nobody talks about is is the distributor loyalty Because insurance is sold through distributors like customers have a choice of choosing one of the 25 life insurance companies So as the distributor to sell any of these companies It's very important that I as an organization Retain my distributors because that they are the bread and butter. So these are the three dimensions of loyalty for us Technology plays a huge role It's plays a huge role because data analytics and ML models actually tell me which customers are likely to at right Which customers are likely to abandon us even after taking a paying the first premium? So once we know about these code of customers we take in extra efforts to retain them similarly Normally insurance is bought whenever there's a change in the life stage So depending on the data we know when the life stage of the consumer is changing That's the most right time to pitch the next product to the consumer So that's where you go to the customer third part is even when the first sale is happening You leave customer with something So what we do is we tell customers that you have wealth protection needs you you have wealth enhancement needs you have protection needs Today that product you are taking with us will only take care of this need This need will still remain unfulfilled. Just leave that thought with the customer or even the protection need that you have taken It's not 100% fulfilled. It's probably 60% fulfilled that 40% gap is still there Leave that thought with the customer so that next time when you are initiating a conversation with the customer You don't start from scratch. You start from the where you left off earlier. So these are the things we use Day in and day out to get loyalties from our customers and distributors Bobby can your business? so I'll give you a little different perspective from loyalty from a segment industry, which is The biggest financial and emotional decision that a human being can buy which is his home. Yeah, and You may go for an FMCG product Which may you you will be using every day versus you can look at luxury like cars Which you can change after every three four years or you could have something which is ultra luxury or watch Which is like a legacy but there is always a way or a choice a customer takes to say, okay I would like to move on or I have not like my decision was wrong. I can go back But when you buy a home You don't take a decision for yourself, but the entire family Right and in our business how we look at it is from a perspective of one customer who buys with us at Ashwin Shade we are analytics says that we have some five to seven percent Population of our customers who three generations have bought with us. It shows three things one Prosperity for that customer loyalty third more trust and faith in our brand So using technology coming back to is why it is so important in in the segment that we are operating which is real estate is We use multiple cues to understand how the person is moving up in his life for example Let's take an example Shreedhar is a friend and he has moved from an X organization has become the CEO of a Y organization Right his income has changed his status has changed his lifestyle has changed his head office now is in BKC The first thing that analytic our software will do is identify and first congratulate Shreedhar and say Congratulation Shreedhar for the next big leap in your life Right time for you to look at a different lifestyle Your office is in BKC a great product of ours is in Bandar West Why would you like to look at it now when Shreedhar has a Emotional connect because the brand recognizes him He is also connected because he now knows that yes I'm anyways I should look for contemplating because his initial office was in Andheri So he was staying somewhere for travel is the key and time third He is getting through his Facebook. We are aware that his son is getting married Then it's a right time for him to upgrade a bigger house So we use technology at every single spear of the person's touch point once he is a customer of ours Or has come visited our product whether online or offline We then track him and identify the cohorts that we could create out of it and based on that Intelligent list propose a product for example is not looking for himself But as is an investor his roots are from Bangalore and we are coming up in Bangalore as a farmhouse project You would he would be the first one to know That you know we are coming up Would you be interested being part of the inner circle you would like to do a personalized presentation to you So our technology is evolving with the customer the way he is today touch base We realized initially that 60% of our consumers were basically the ones who are using laptop So we created our design or conversation related to those but in the recent last year when we did our whole analysis 93% people are using mobile handset. So our entire communication or touch and feel our experience The touch points to him shifted from an X to completely to mobile So those are the technological stuff that we are using with Salesforce some of the AI analytics to predict a customer that based on His last five years pet and when can he buy or we should prod him for the next buy is also something that we work around Thanks, so first of all Bobby guy. Hope all your predictions come true that I become a CEO soon No, thanks for that And you know, I think that's a great segue and I work for a technology company sales force We obviously, you know, we are a B to B company, right? So loyalty again, you know from our perspective when we are dealing with our own customers and you know Ashwin shade group is a is a fantastic customer of ours. He just you know talked about us a little bit One thing is of course, you know, we have to continuously innovate on the product Right. In fact, just when we were sitting in the lounge. He was talking about what are we doing in the genitive AI space, right? And and that's a often asked question, you know So what I'm trying to say here is that we have to continuously innovate so that we make the life of our customers You know easier better so that they're able to reach to their, you know consumers In in you know, his case, you know, the home buyers and so forth, right? So that is one way of ensuring that at least, you know, the product that they've invested in is something that You know continues to deliver value, you know or time, right? It's not something that is gonna just sit on the shelf and you know, nobody's using it Right. So that's a very basic level of thing that is a table stakes for us The other aspects are of course, you know, ensuring that he also realizes, you know value from it, right? And value realization is something that has become more and more important to ensuring, you know loyalty because you know, everybody is operating in a very Tough economic, you know environment I would say and you really have to stretch that, you know, rupee to the last mile and even beyond So everybody is is getting asked those questions, right? Where is my investment going? What is the ROI on this and how am I, you know gaining benefit out of this and then they're looking for actually black-and-white numbers So it might not seem very Intuitive that house is related to loyalty But I can tell you that, you know, nine out of ten conversations that I have with my customers If they if we are able to help them, you know with the business case and help them understand The ROI on the on that investment that they made They're very likely to renew with Salesforce, you know in the following year and so on and so forth, right? So to me that again is a sign of loyalty. I would probably just stop with those two There are a lot of other reasons But also at the same time, you know from a B2C perspective It is also constantly keeping in touch with the trends and the the pulse of what consumers are doing Again, you know, it varies by industry whether it's retail or consumer goods or, you know banking and so on and so forth So it really requires you to have a pulse on the ground Understand market trends. Of course, we look at what competitors are doing and you know Ensure that the latest in technology that has to offer is something that we are able to infuse in the product That ultimately helps you to deliver a better experience personalize that You know ensure that, you know, you're getting a lot more value out of the data insights that you're gathering I think that's what ultimately is the secret sauce to ensuring You know loyal customers. I don't think there's one Formula that works for everybody But our job is to simply to make sure that the technology is something that is benefiting our customers. Thanks Okay, so I'll put the answer in two parts, right? The first part is more to do with B2C of what we do as to like what we help with our customers And what we've seen across, right? I think the biggest part of Consumer loyalty in B2C companies is probably to do with two factors. The first one is building on aspiration I mean, I'll just take an example of something like a Nike I mean people are loyal back and back again to Nike because once you have worn a Nike People don't want to be seen again in a shoes lower than that basically. So that's the first part The second part is to build it on a On on the front of convenience in that case now when I say convenience It's it's as simple as you have a paytm versus a what's the phone pay versus a Google pay for that matter People have found their own convenience in different apps like today for example for me Even if I close my eyes, I open a paytm I can scan a QR code and pay to someone without even seeing the screen for that matter today So either it's on the brand front or it's on the convenience front majorly how customer royalty in B2C companies are built up At least for all the new age customer that are coming up, honestly Earlier what used to happen is the loyalty used to be built on the group brand like we all are saying here that we are great Loyalists of Tata as a company now any product that Tata will bring in our loyalty from day zero will start from hundred percent And only if the brand screws up really bad I will go down from there But I think the new age way of like the new age trend of how this is built is day zero that is zero Like like on day one that loyalty is zero actually and now brands have to build it upwards Basically, and I think that's been a big shift because the amount of consumerism that's happening across the country today It's a Western trend that's coming out in India that that will always be there because now there's an option There's a choice of many that's coming in right when it comes to B2B companies Particularly especially in how we look at customs you my loyalty and I think it's very close to what she there also mentioned for Salesforce Right. See honestly, we provide an entire content stack to our customers, right? No customer would ever want to change their content stack unless we screw up really really bad Because there's so much amount of context so much amount of data that we already have with the customer I think the same is for Salesforce as well I mean, it's difficult to move to a different stack than to remove us In that case and and over a period of time you ought to build that but I'll tell you what there's something That's also called as customer delight that you need to offer to the customer in order to make them more loyalist for you That is to do more with how do you consult the customer? Like we've seen in the most of the cases where B2B product companies have come up, right? They are very very transactional I mean when you have bought it after that a customer success manager is just there for you when you need them And it's more support than success and there's a vast difference in our B2B companies I'm pretty sure people in the room have had used one or two B2B products particularly that support versus success is the entire key of How loyalists are built through we've realized for the longest time We never called our customers unless they had a problem as soon as we started calling them up sell cross sell up So we've seen that loyalist because the demand is infinite at the customer's end The only the only ways is that person considering me versus someone else? I think one big factor we have changed in the way we run our business in B2B companies is meeting people face to face Do they think of pepper when they are not thinking of content? Do they respect in us as individuals versus respecting us as a company particularly? I think these are all smaller factors which are very personal relationships We have realized either it's a B2B company, but we are actually selling it to an individual It's it's it's probably the CMO or the CDO or the chief content officer's Consideration that the work is either coming to me or going to someone else. I think that's how I put in customer royalty in B2B and B2C So customer loyalty and retention is fundamental for any brand I'll just go back During my maybe 30 years back how a customer loyalty used to be just an example I remember during my maybe 10 year old I was 10 year old I used to go with my mother to a Kirna shop where every month we used to buy the Grocery that those times there was not multiple grocery shop and only to one grocery shop We used to go and every time we buy the grocery for the month He used to give some sugar candy something small four four or five So it so happened that I really remember that kind of a gratification The Kirna store was giving because that every there was a motivation for us to go to that shop again and again Because he's just giving that and he's I'm I'm that kind I was an influencer kind of a person in in Motivating my mother to why not we go to the shop to buy grocery. So that was customer loyalty then So why because there was only one point of sale During that time but right now the point of sale and the customer touch points have increased Multi-fold and with digital and communication being extensively Distributed it's not one place where the brands need to contact or connect with the customer There are multiple channels in which the Touch base is there and accordingly the Brands are positioning their customer retention or loyalty or whatever second is the segmentation Segmentation if you see from a bank's perspective, we are a public sector bank We are on 15 crore customers of which I can say 30 percent or less than 28 years old 30 percent And we also have nearly 15 percent over 60 years and above. So once you fits all Loyalty program weren't work here in our case So we need to really understand what segment of customers we are dealing with and what kind of a loyalty or Retention we are going to bring in that for that segment and that's where the technology has really played a very strong role in Identifying the different segments and positioning the suitable products Like for example the IIT guy will be more interested in getting his 45 subscription But my senior citizen will not know what is part if I need to really explain I can't send them a sort of a description that you increase your balance and we'll send you a subscription So certainly segmentation is another very significant element, which is playing a very a critical role in This loyalty program in the second phase now third thing is Previously in banking if you want to say some consumer Characteristic it's only the balance which used to determine. He's having 10 10 lag balance He's having 50 lag balance. He's having 100 1000 rupees balance the balance used to be the characteristic But we did with digital going extensively and cash literally out We all have in from the finance sector. We have a lot of transactional behavior of the customer So today I can see that which customer is not only having balance But where he is actually spending water is brand affinity water is product affinity so that I can really offer the right kind of loyalty or reach Reach reach to the right customer with the right product and technology is really playing a strong role here again third thing Sorry, I think fourth point. I wanted to say is that earlier it was used to be gratification like customer loyalty and Retention was always used to be gratification buy one get one free use your Shop with us and get some offer or something now. It's more not more more. It's going to be gratification It's kind of expectation from the customer. It's not that what you give I want It's what I want you I expect the brand to give so there's a lot of AI the technology the consumer behavior understanding a lot of things going to play and Literally determining that what exactly the consumer want from that particular brand and which type of customer what you want from the brand so these Co-ords or these kind of consumer behavior is very strongly supported by the latest Technology or digital and also the consumer awareness on this is playing a lot of Role in this so I think that these were the fundamentals of customer loyalty Which brand should look at going forward particularly in financial sector great, I think sugar candy is a great technology as well to you know Obviously You know I have sweet memories of going to a particular shop and so I really resonated with that example and You know Santil you talked about segmentation so You know probably going deeper into that personalization obviously can help right and we are now in an era where there is data There is technology. There's a lot of data analytics as well. So In your business You know what role does data analytics play you have talked about it a bit But if you can elaborate it in more detail, that will be fantastic Yeah data analytics play a very critical role as I said see I'll tell you for example the number of Customers is a very high and transactions what particularly financial transact because digital has really Increase the number of transactions data analytics play a very critical role in identifying the consumer behavior particularly and also the what we call the After segmentation from the from segmentation then we come to transactional beer then consumer behavior and then They're positioning of the products to them. So in in our our field data analytics play a very very strong role great Christian in your business or any other example? Yeah, so I think I'll tell you about one this one of these companies called as notion how many of you've heard of notion basically Yeah, it's one of my favorite products basically the way I use it It's almost I use it almost like I open a notion would almost four to five times a day or you're writing on notion board. Yeah, so I Someone at notion told me one thing right and I think that's always stuck with me The process of consumer loyalty or a post sales behavior of a customer doesn't start after it's a customer It start when it was a prospect Basically, and I think a lot of times when we do these segmentation data analytical holds We always put it as sales and post sales and that's because the nature of the organizations the way we are structured all of us Is that one person owns it from demand generation to lead the other person owns it from lead to customer the third person Owns it from customer to a loyal customer the fourth owns it from a loyal customer to an advocate Basically because the nature of these four things are different after a point in time in larger organization They all start operating in silos basically the biggest one and the right use of data and I see hyper personalization is something We all know of it. I mean, there's no one in the room I don't think would not know of hyper personalization But I think hyper personalization is beyond the fact by using their first name and their account number and all of these things I think that's that's done in dusted. It's it's almost it's a 2020 thing. That's their right Today, I'll tell you hyper personalization actually should start with a customer when the demand is generated Because since then that customer loyalty process starts right from there itself. I'll just give you a small example I was just seeing the Bajaj Fincer website recently the way the website is seen to me is very different from what it would be seen to you or you in that case and It's it's probably because whatever amount of data they have today the way they have segmented their cohorts If not the exact individual but the way I have segmented the cohorts My needs are put in extremely differently than yours and yours in fact our navigation bars are very different altogether I mean, that's a that's a good level of hyper personalization I've seen at the first level basically so what I what I mean by this is use data analytics cohort segmented I think there are a ton of tools from your clever taps of the world to more engages of the world to have Engages of the world that there are tons of tools. Honestly, there's sales force. There's Adobe There's there's there's a kind of tools already that exists But the way you're using it to hyper personalize information is critical the second part I would say is hyper personalizations on e-mailers is also old a lot of players when they say we have Personalized information and given that's the only channel. We have as a medium I've seen that that brands are moving ahead of that probably more shorter formats of communication hyper personalization With some use of generative AI of course in that case I'm pretty sure you all have seen some of the campaigns of a celebrity coming in taking your first names and probably a Shah Rukh Khan Mondele's campaign that came up, right? I mean those are all fine But in fact beyond first name and last name even if you are giving the customer the information that they want and that's what I call Is unassisted sales basically like you're selling to the customer without taking their first name But what they're exactly wanting would be the ideal case So the key takeaway from what I wanted to say was just hyper personalization using data analytics on personal information of a customer is not enough Even if that's not there that's okay There are brands who are doing much greater or not doing this job But actually giving sales to a customer or actually telling them what they are looking for is more critical and important So the courtization has to happen as per needs and not as per information or the Psychography and demography only of a consumer. So that's that's the key take I wanted to mention Yeah, some great points being made here and you know again from my perspective Maybe you know I'm already a convert but I believe that you know every company is going to be a technology company Right and then some way or the other it doesn't matter whether you're making cookies or biscuits or making cement Or selling software at the end of the day You are going to be you know so dependent on technology to run your you know business on a day-to-day basis, right? But I think at the heart of it is again What has been touched upon already is data and you know We've all heard the statements about data as a new oil Let's et cetera et cetera right and I think you know We are really seeing that you know being played out in the market every single day Right and especially with the hype around genitive AI and again, of course, you know I say it high because I think we are still in a very nascent stage There's a long way to go but obviously the initial results are very promising and Companies are investing in it because they they feel that this can deliver result real results But I think what they're also finding out very quickly is that you know unless the data foundation is there Your genitive AI can only go so far, right? So one of the fundamental things that we are doing for our own purpose within Salesforce is to really emphasize the collection of data and Collecting it at a very granular level and making sense out of it is something that again, you know We have a booth outside Please stop by you know We'll be able to tell you more about it is this you know product called data cloud right and at the end of the day What it really means is a is a way for you to store customer data from across the entire Enterprise all your interactions whether it's on the web or store point of sale et cetera et cetera social media Everything comes into that. We are able to harmonize it You know create a a very rich profile or a 360 degree view of the customer as we like to say and Once that foundation is created you can do a lot of things with it, right including segmentation which hopefully leads to hyper personalization Use it for customer service and and simply understand what our customers looking for and that can feed back into your product Innovation and so on and so forth, right? So there is enormous value in it But at the end of the day if you don't get that basic stuff, right? Then a lot of the you know upstream stuff will not make a lot of sense And I think your investments will not go, you know very far So again, you know just emphasizing that point. Yeah, thanks so for Importantly for us when we look at data and we look at tech It's like for us. It's like in a dark tunnel a ray of light Which is basically for us and it gives us a direction I'll give you the things that we are using data and how it is important is We are trying to now look at version 2 from the loyalty because they basic personalization Invites and all happen. So we are trying to now understand a little more psycho Graphic personality understanding of a consumer for example why a customer is loyal to a brand What is brand is basically not just product. That's what Second we try to look this is the look alike that we have created through tech. We start understanding. What is his aspiration? What is he looking in the society at larger? So we link his LinkedIn. We link his Facebook meta We link his Instagram. We also look at other forums for example again. She either right a guy is extremely professional in his corporate life, but he's in a he's very nature-loving for a person He likes to be associated with brands, which are environmental friendly Some he is associated with those brands which give back to society So am I that brand which will allow him to constantly not only be loyal but become an advocate for me? Second we also look at stages of people's aspiration. I'll give you an example We were talking to one customer is bought a penthouse with us a 30 crore product And we're trying to understand his aspiration is thought-based is Bhavi. I Want to be seen with certain kind of people? I don't want to be seen with certain kind of people who are not my type Which means brand is also in that segment by taking our brand is his status going up Is he seen that he's with the who's who of the society or he's seen with someone who is just going to arrive So those kind of tech data is extremely important for us to take the loyalty version to next level Where we are able to understand the reasons behind why a customer buys a product and Frankly when I was talking to one of the guy other customers It's not just because of features and advantages because lot of products have I'll give you an example apple The camera quality is in another brand which is half the cost is better than that But still a customer wants to pay premium and want to be with apple is not just because of the product But he wants to get associated in a certain segment where the people say oh this guy has an apple Okay, let me have a perception if I see a guy coming out of may back I will create a perception imagery about that customer in my mind if he's the sports He comes out from a sports car So those are the things that we take from tech and data and then we implement back in our business to come back on the loyalty front So I think enough has been said about tech data analytics and this was so let me give you a very basic view Ultimately we all are humans Selling our products to humans That's the base unfortunately, what has happened Unfortunately that because of the so much of data overlaid these models analytics somehow I feel we keep on forgetting that basic thing that we're humans selling to humans and We have actually forgotten what these interactions between two humans can create wonders Tech can always be an enabler Take can always be the backbone, but tech cannot be everything and that we have to take in mind We're gonna let me just give a very simple example I was in a town called Kholapur day before yesterday and Since I was visiting Kholapur we have a branch over there I also tried to look at some data with us about Kholapur customers and this thing and from the iterator I just realized that on that day We had approved a claim for a customer That means customer had passed away and we had approved a claim for the customer's family That claim was going to be credited into account on the day. I was visiting Kholapur that happened by chance So I thought I should pay a curtsy visit to this customer Just a curtsy visit thanking be with the family at difficult time and just thanking them and just ask that Did they face any problems when they were the family was going through the claim process and I think that was my intention I Went along with our the local branch leadership team. I went and visited the customer's family What we realized over there that customer was staying in one of the most upmarket location of Kholapur The customer was a well-renowned CA who had passed away his Son was now running the CA firm He used to work along with his father and they had very influential very good kind clientele This being a CA and when I spoke to him he told me that when my father was taking this policy I was telling him Kya Zoratya kyu falto mein paise dal raheo. It's not required But then when I realized that for past three years My father had just paid close to two lakh rupees and we are giving and he has got 60 lakh rupees credited into his account He said And I have now become a proponent of life that's customers words. I have now become the proponent of life insurance. I Will offer life insurance to all my clients and I would like to associate with you So that I often your product to my customers because I have seen gone through that entire process The point I'm trying to make over here is you know all being said done data technology and this thing Ultimately, we should never forget is human selling to humans humans dealing with humans So we should endeavor to build the data layers the technology layers the analytics layers around this part not try to Actually replace one with another that should not be the intention Unfortunately, we seem to be going in the direction where tech is everything in personal interactions are everything and The human touch is going out. Yeah, completely agree. I think you know with all the development in AI Humans are developing. Yeah, right. So, you know human factor is the most critical factor So, I think, you know, we have we are probably last 10 minutes. So I will combine two questions in one. So one is, you know Someone talked about the environmental consciousness as well, which I think a very relevant point So, you know, how are you looking at that as a factor and that that also relates to you know, what we as a You know species are doing for sustainability, right and taking care of what we have created here And with that, you know, how can brands move beyond transactional to more emotional connections? Which is where you know again that people to people interactions play a very very important role as well So two points environmental consciousness and emotional connections. I think that Rightly said that more than the product or service or experience now leadership brands are more focusing on Common cause are for the global good. So in it for example in even in our bank bank over at our Recently, we have introduced a product called green deposit the deposit money raised from the deposit will be Used for financing Green initiative projects, which are be as mentioned what all the categories? So this this this is nothing to do with the money is the money the interest rate is the interest rate The product is totally different, but for what cause it's going to be Utilized so that makes the difference and certainly the Affinity to the brand will make a strong impact by we are we are strongly hopeful that this this product will certainly take Bring a lot of affinity to our brand and similarly sometime back also We were doing the initiative like when you take a car loan or a home loan. We planted three for each car and home loan and there are a lot of movement or awareness happening in this direction and Most of the top brands now are moving into not just product sale or not just giving the customer the best experience But moving forward taking a conscious call on how we are going to really Support the future in terms of bringing such kind of a green initiatives and other things. So that's from us Yeah, so I have a very different take on it and I'm wanting to be very honest in this case, right? See this entire Moving towards brands for a purpose kind of a thing is a is a three four year old phenomena that has come up, right? I think the recent Viacom report that it come in people in the age bracket of 18 to 30 Basically would prefer brands Which have more purpose in that case like for example? I would prefer getting a holy color from a brand who is actually recycling the flowers from hotels altogether But I want to be very brutally honest in this case. This is only happening in the opposite 10 15 percent phenomena. That's it India as a market. We are almost almost 120 crore people now I don't think apart from the top eight to 10 percent people the bottom layer of people still Focus on purpose more. They focus on price the more and as a market. We are still educating over there See, this is a very very western culture phenomena that has come in. I've spent a lot of time in the west I can tell you for sure people over there are very concerned about what's the fabric of my clothes I am gonna wear a Birkin stock because oh, that's gonna be the the core of the bark of the tree that I'm using India may that's a bombay may South Bombay chaleja probably what I'm gonna I'm which is mass market. There's a very long tail in India Like it's the longest tail in the world of people that exist and I don't think that purpose thing has come over there Unless the brand is themselves telling ketchup. Do my account call. Okay, so I make jar like it. That is fine Bo brand who's a car right, but the consumer is choosing that Giving an extra premium because of that. I don't think that has happened and I want to be brutally honest in this case With all the fanciness around it This is the truth today that's happening But yes that upper segment of brands that exist absolutely I'll give an example recently. There's a company called as fool who's come up with this entire recycling of flowers I was speaking to the people at Hotel Lila Lila group They have initiated like six different or big initiatives overall But they are even using the bags being made by some Jodhpur Manila group in that case They're taking these initiatives, but I have personally just seen that the top one person I think the brands are doing a phenomenal job by not asking the customers for a premium But still kind of giving back to the society with what brands like Bank of Baroda Every lot of financial services company is doing anything that is very phenomenal because brands have a leverage to do that And they're ideally doing it Nietzsche, I would say it's more convenience So that's that I agree with that point But the other side of it is that you said that still we've got a long way to go I agree, but if you take the anger generation segment if you take India is like less than 30 50% of population is less than 30 years the anger population is more wanting to Attach themselves to not just the product and more into a social purpose or cause maybe we are far away in India But the population if you see in India is that this this generation is looking forward for that kind of Attachment to brands. That's a very scientific study also has been done on that Yeah, and I'll just make a quick comment I think consumers in India are very very smart, right? If a brand is trying to associate and that's a you know, it's not authentic then they don't like it But otherwise, I think you know Indians are in general I would say very environmental conscious all across many and in all it's not just you know I've I've been in villages and will villagers are very Sentimental about their trees and stuff like that, right? So I think As a whole we love our environment and we want to protect our environment, but we want to feel authentic. I Think authentic is a great word. I think you know in this context and again from from my perspective on from my employer's perspective I think you know, it's also important to Establish that emotional connection even though we are a software company I think it's important because at the end of the day the buyers are still you know human beings, right? Not a no-name corporation that buys software automatically or robotically So we do have to appeal to that human being That human being ultimately they have you know their own set of beliefs values, etc And we have ours and I think it's ultimately about aligning our values to you know That set of values that exist out there and I think you have to be authentic And I think you have to do it, you know in a very consistent manner over and over again, right? Like he said I think a lot of companies have picked up on this fad or trend But hopefully it stays and we definitely believe that you know the real business of any business is to bring about change In the society and the communities that we live and serve And I think you know hopefully I can say I've been with you know sales force for the last seven years I see that they're very you know religious about it in that sense We we have things like you know giving back to the community we have 56 hours of paid leave to actually go to volunteer work You know I can go to an orphanage or a blind school to spend eight hours and their eight hours You know I don't have to take time off, right? The company actually pays me for that So there are lots of things I think companies can do but you have to figure out what is right for you, right? I Agree see a Fundamental believe at Ashwin shit as a brand is that you know you can't cater to everyone Okay, brands are basically magnets which attract certain kind of people who have a certain kind of a value and the Ecosystem that they would like to be associated People like to be associated with people who have a viewpoint So is if as a brand you have a viewpoint that you would like to give back to society That's a viewpoint in the certain kind of set will like to know more about if you're a transactional brand There are a lot of people in the market who only look at price and they'll say okay I'll join hands with you Emotionally what I see is that if you think that this is the way you want to go be true to it throughout the journey and don't have a Cut short corner where you are showing the reflecting your other side of it, which is a fad and which is not a reality Emotionally when you are having a connect with the consumer on this parameter, which is just sustainability So when you're seeing Implement in the projects like for example in our projects We have been committed by the chairman that for in the next five years two thousand corrodes of worth investment We are going to do only in eco-friendly projects are if we have redesigned our entire design team Who is now specializing with green all our projects has to be lead certified all our project should have solar panel All our project should have electronic vehicle charging stations Yeah, it's a cost but we have identified that when what rightly said by him that if you ask a customer a premium Then you are not doing actually that so what we have done We have re-engineered our model of construction where we have absorbed that cost and not charging the customer Hi, then it becomes a purpose like in today our organization. Everything is paperless We have realized that yes every single day for every reports There is the print and the team member keeps coming back to us So we have done that another thing that I think is very important from a perspective of larger industry As a brand when you are touching to that consumer on an emotional perspective Don't be true for a certain time but keep on graduating and increasing in that level rightly said that today The average age of India is 29 as for Mackenzie Which means this is the population who will become 16 the next 30 40 years If you don't have a viewpoint they don't connect and that's the reason I think Emotionally having a point of view and then standing true to it will make the difference in the loyalty of the brand Okay, I'll quickly wrap up but Whatever I'm going to say there is at least one person in the room who knows what I'm going to talk about We actually as an organization since we are into life insurance we have a purpose purpose is protect dreams and aspirations That's what we as a company do but we were thinking that What how can our customers help? protect dreams and aspiration of other people So we realize there's a huge problem in India and that problem is Lack of organ donation Five years back Gaurav. It was five years back, right? Yeah, the reason I'm saying person who is Gaurav although he's part of Group now me and he worked together when he was part of Edelweiss We started organ donation campaign five years back. We have done a lot of activities to promote the case of organ donation I'll not talk too much about it Three months back three months back one of our customers family is not customers One of the families contacted us and informed us that Their 25 year old son Had got in touch had come in contact with one of the awareness campaigns that we were running for organ donation And he had signed up to become an organ donor through our program Unfortunately this person met with an accident But because he had signed up for an organ donor program and he had actually told his family That he wanted his organs to be donated when he was not there His organs were harvested and it was donated and five people five different people got a new lease of life Only because that person had signed up for that campaign and decided to go through it so You know when you hear these kind of things It's very sad for that particular family But I actually admire and salute the courage of that family to go ahead with that decision It's when you see these kind of incidents happening You realize that you know Kailog as a bull thing key all these CSR things and good for society These are all lip service, but when these things happen You really realize that all the investments that you did I'm not talking about money. I'm talking about Thinking I'm talking about time. I'm talking about efforts All that you do has been really worth it and extremely satisfying to yourself So that is what I wanted to add to your question This was really amazing. Thank you. Thank you so much