e-commerce
Twinings partners with Interactive Avenues
Mumbai: Interactive Avenues, the digital arm of IPG Mediabrands India, has been awarded the e-commerce mandate for Twinings, one of the oldest tea companies in the world. The account will be serviced by the agency’s Gurugram office.
With an incredible heritage of 300+ years, Twinings is well known for its vibrant range of premium teas and wellbeing drinks. Interactive Avenues will focus on expanding the brand’s e-commerce sales and driving growth across India’s biggest marketplaces. The agency will handle their end-to-end e-commerce business, including strategy, content creation, media activation, catalogue management, and more. They will leverage their proprietary e-commerce solution, Carter, to deliver data-driven insights, optimise the brand’s media campaigns, and drive profitability.
“Interactive Avenues has a proven track record of executing successful e-commerce campaigns and delivering significant business results for leading brands. We are confident that their deep digital expertise will help us amplify our online presence and strengthen our reach in India. We look forward to collaborating with their dynamic team,” said Twinings head of marketing – India Jonathan Ellis.
Interactive Avenues VP — e-commerce Shashank Rathore added, “We are delighted to announce our collaboration with Twinings, a household name in India and across the globe. To facilitate their leadership on e-commerce platforms, we will deploy best-in-class strategy frameworks and automation-led tools, with a sharp focus on the end-to-end customer journey. We will also leverage the capabilities of our in-house production studio, Echo to build visually stunning content for the brand.”
e-commerce
Amazon unveils first Trustworthy Shopping Experience Report
32,000 bad actors targeted, 15 million fake products removed in 2025.
MUMBAI: In a marketplace where trust is the real currency, Amazon is showing its receipts. Amazon has released its first-ever Trustworthy Shopping Experience Report, offering a detailed look at how it polices its vast digital shelves from counterfeit crackdowns to scam detection and review authenticity. At the heart of the report is a four-pronged strategy, proactive controls, risk anticipation, enforcement against bad actors, and consumer protection. The scale is staggering. Since 2020, Amazon’s Counterfeit Crimes Unit has pursued over 32,000 bad actors globally through litigation and criminal referrals spanning 14 countries.
The clean-up drive accelerated in 2025, with the company identifying and disposing of more than 15 million counterfeit products worldwide. Legal action also led to the takedown of over 100 websites linked to fake reviews and scams, an ongoing battle in the age of algorithmic manipulation.
Behind the scenes, artificial intelligence and machine learning are doing the heavy lifting. Amazon says it monitors billions of daily interactions across listings, reviews, and seller activity to spot trouble before it surfaces. Its predictive systems can even flag potentially infringing listings for trending products before brands raise the alarm.
Tools like Omniscan, which verifies product safety information at scale, and SENTRIX, designed to detect and eliminate phishing websites, are part of this expanding tech arsenal. Together, they aim to reduce risk while keeping the platform usable for legitimate sellers.
That balance between protection and friction is a tightrope Amazon acknowledges. Rohan Oommen, Vice President of Worldwide Customer and Partner Trust, noted that while safeguards are critical, they must not stifle genuine businesses. Features like the Account Health Dashboard are meant to give sellers clearer visibility into compliance and performance.
Consumer-facing measures are also getting sharper. From direct safety alerts to recall notifications and refund guidance, Amazon is leaning into transparency, backed by partnerships with consumer organisations to raise awareness.
The report’s release follows the expansion of Amazon’s Counterfeit Crimes Unit into India, signalling a deeper push into one of its fastest-growing markets, with closer coordination planned between brands, sellers, and law enforcement.
In short, as online shopping grows more complex, Amazon is betting that trust built through data, enforcement, and a fair bit of algorithmic vigilance will be its most valuable product yet.
