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In every crisis, there is a hidden prospect to grow faster: Mahesh Gupta

Shrugging off the disruptions of last year, businesses and agencies are looking for a strong revival in 2021. Adgully – as part of our annual TRENDING NOW endeavour – has been presenting the strategies and views of a cross-section of industry leaders as they go about reclaiming lost time and market opportunities and build for a stronger future, armed with the lessons of 2020.

Although doing business during a pandemic has been challenging, some of the changes taking place may ultimately force businesses to be more adaptable, which is not a bad thing, feels Mahesh Gupta, Chairman & Founder, Kent Ro.

Outlook for 2021

Trends that are likely to be witnessed in 2021 are:

Consumer engagement on digital platforms - The digital adoption and the growing importance of online in the browse-to-buy purchase path of the consumer makes it critical for brands to cater to this space. As people began spending more and more time at home, with families, due to the restrictions in movement, this resulted in spending more time indoors than before. This, in turn, resulted in finding new passions and hobbies – a whole new generation of chefs, interior designers, and more. This resulted in a rise in demand for personalised products like kitchen appliances, decorative lighting, amongst others.

Increasing demand from small towns and rural India.

The need for innovating healthcare features in products - The pandemic has led individuals to shift and choose products with focus on their health first. Products with features such as anti-bacterial filters, UV solutions that eliminate viruses, disinfectant properties, etc. The white good brands have already started to re-invent the wheels and include health specific innovations within their products. 

Great Expectations

Kent has grown from strength to strength in the past 22 years in India. The company is working from day one on a mission to ‘Drink Pure, Eat Pure and Breathe Pure’; and this is what we will continue to do in 2021.

We are planning to double the business over the next three years with new products, enhanced reach, strengthening digital reach and engagement, and the growing network of brand partners. The fact that we have over the years been constantly transforming in terms of technology and adding new product ranges, and that our products have been certified for their quality and efficacy, shows that we have constantly grown and evolved over the years and we will keep up this momentum.

While there is a lot of negativity and slowdown in the market, I believe that in every crisis, there is a hidden prospect to grow faster.

Key learnings from 2020

The last one year has been a roller coaster for our entire country. Our world has been turned upside down and things will likely never be quite the same. Although doing business during a pandemic has been challenging, some of the changes taking place may ultimately force businesses to be more adaptable, which is not a bad thing.

I have learnt three important lessons during the pandemic 2020, which are...

Make relationships - No matter what size the company, the relationship that you have with your customers, employees and suppliers is everything.

Remember that trust is key to any successful business. During a crisis like a pandemic, customers, employees and suppliers are going to value a trusted relationship more than ever.

Embrace innovation - Being flexible and accepting new and different ways to do things is essential, especially during a pandemic. Companies that react and adapt quickly, rather than in terms of weeks or months, will be the successful ones. 


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