MAM
Make a Choice this World Health Day – Flamingo range of Active Lifestyle aids for a stress free life Flamingo awarded as ‘Best Brand in Healthcare Category’
MUMBAI: Ascent Meditech Limited, a leading player in Orthopedic Soft Goods, Mobility, Wound-care and Healthcare products, celebrates World Health Day with Flamingo range of Active Lifestyle products that can be used by people across all age-groups for regular day-to-day activities; and especially during hot summertime. Flamingo has received an award for ‘Best Brand in Healthcare Category’ by Economic Times under the umbrella of ‘The Economic Times Best Brands 2019’. This was basis a study conducted by Nielsen under the following parameters: Innovative, Unique, Engaging, Heritage and Trust Worthy.
Flamingo Cool Therapy range comprises products such as Hot & Cold Eyes Mask, Cool Eyes and Cool Pack. Hot & Cold Eyes Mask: When used as Hot Mask, it eases sinus congestion and provides relief. When used as Cold Mask, it provides relief from tired, puffy eyes and headaches. Cool Eyes provides relief to strained eyes due to prolonged exposure towards computer screen, television etc. Cool pack not only reduces stress but also provides relief from pain post injury. It retains chill for long duration. It is available in 2 sizes. All these products can be used by individuals and in clinics.
Mr. Rajiv Mistry, Founder & MD, Ascent Meditech Ltd., said, On the occasion of World Health Day, make Flamingo your brand of Choice and pledge to live an active lifestyle. While our Cool Therapy range is directed towards providing relief from stress and injury our Premium range of products has application across the human musculoskeletal structure. Our premium Exercise Band and Waist Trimmer helps to enhance fitness and reduce excessive weight respectively’.
Flamingo also offers Premium Thigh Support, Premium Calf Support, Premium Elbow Support, Premium Exercise Band, Waist Trimmer, Exercise Cycle and Premium Anklet amongst others. Premium Thigh Support is recommended in arthritis, sports injury & post-surgical rehabilitation care. It offers relief in pain and inflammation. With pull on application it not only offers relief in pain and inflammation but also allows easy knee movement. Premium Calf Support is designed for injured or weak shin and calf. It provides compression & support over calf muscles & shin as well as increases blood circulation. Premium Elbow Support provides relief from pain associated with old age, arthritis, sports injury, etc. It retains heat & uniform compression that helps to reduce pain. It has a specially knit design at joint region for better flexibility. It has easy elbow movement and better comfort. Premium Exercise Band is used to strengthen, tone, shape muscles. They offer easy & affordable aid to increase strength, stamina and coordination. They are light in weight, compact and portable. They come in 5 different resistance levels identified by colours.
Waist Trimmer helps to reduce excess weight and reduces unwanted inches. It supports abdomen & captures body heat produced during exercise & increases perspiration around waistline. An easy to wear product, it is an economical way to reduce excessive weight over the abdominal region. Exercise Cycle helps to strengthen, tone arm & leg muscles as well as for coordination & rehabilitation purposes. It is easy to assemble and disassemble. It can be stored anywhere at home/ clinic. It has anti-skid rubber bottom; top-adjusting tension knob to change pedal resistance. It is light in weight. Premium Anklet is recommended in edema, sports injury, mild to moderate sprains & strains and old age. It reduces travelling & provides comfort and snugly fits to the ankle and has a simple pull on application.
The Company has appointed Bollywood superstar Hrithik Roshan as the brand ambassador for their flagship brand ‘Flamingo’. Adhering to international certification standards for medical products, the Flamingo range of 320+ products, are accepted by consumers in 47 countries globally. The epitome of super-human fitness and dancer par excellence, Hrithik Roshan unveiled the teaser of a new consumer awareness campaign titled ‘An Aid for a New Life’ marking his brand endorsement of Flamingo Orthopedic Soft Goods, Mobility, Wound-care and Healthcare products.
The Company has launched its e-commerce platform www.flamingohealth.com making its flagship brand Flamingo products available anytime, anywhere across the country. The Company's e-commerce platform flamingohealth.com will initially focus on 110 products (available in multiple SKUs) out of the total portfolio of over 320+ products. The product mix maintained for the e-commerce platform comprises of OTC as well as RX products, with majority being OTC products. The product range is segregated into 6 categories: Comfort Range: For Back, Shoulder, Arm, Leg, Knee, Ankle, Compression Aids and Splints; Premium Range: Regular Premium, Neoprene; Lifestyle Range: For Heat Therapy, Cold Therapy, Back Rest, Cushions, Sports; Pediatric Range: For Kids; Wound-care Range: Bandages for everyday use; Mobility Range: Crutches, Walkers. Products across the 6 categories are available at a discount of 10% to the MRP. Ascent Meditech has tied up with FedEx for product fulfillment across the length and breadth of the country. There is a flat 10% discount for all purchases made on www.flamingohealth.com. On purchase of Rs. 200 and above, consumers need not pay any Delivery Charges.
Digital
GUEST COLUMN: How AI is restructuring distributor and retailer motivation models
From incentives to intelligence, AI is redefining how brands engage channel partners
MUMBAI: Artificial intelligence is rapidly transforming how brands engage with their most critical yet often overlooked stakeholders: distributors, retailers, and last-mile influencers. For Abhinav Jain, co-founder and CEO of Almonds Ai, this shift marks a fundamental departure from traditional, transaction-led incentive models toward behaviour-driven, data-intelligent ecosystems. In this piece, Jain examines how AI is enabling brands to decode partner motivations, predict engagement patterns, and deliver personalised, scalable experiences—ultimately redefining channel relationships from transactional exchanges to long-term growth partnerships.
Across many sectors, there is increasing recognition that motivating those who bring products to market (distributors, retailers, last-mile influencers) poses a growing challenge.
Brands continue to invest significant marketing and digital resources to consumers, yet in many countries and the vast majority of emerging economies, these types of consumer-focused investment areas have had little impact on ultimate product delivery. Rather, it is still the case that traditional retail continues to make up most products sold.
So why is it that the systems built around motivating these channels have yet to evolve?
For decades, distributor and retailer engagement revolved around static schemes – quarterly targets, volume-based rewards, and occasional trade promotions. These programs were designed around transactions, not behaviour. The assumption was simple: if incentives increase, performance will follow.
Now, with the advent of artificial intelligence, the definition of performance is being challenged.
With the development of artificial intelligence, businesses can move beyond simply creating loyalty based on transactional-based models and toward models built on behaviours, the behaviours of channel partners that are intrinsic to their motivations in engaging with particular brands. As a result, the means by which businesses develop relationships within their distribution network are starting to evolve; thus, ultimately changing how brands interact with those within their distribution network.
Assessing engagement: Transitioning from transactional- to behavioural intelligence
Traditional loyalty systems refer to transactional activity (sales data). Although this data is valuable and important, it only provides a partial view of engagement across the channel partner.
For example, a retailer may have a high frequency of sales of a product, but their lack of engagement with the manufacturer would not reflect that they have true loyalty toward that brand. Conversely, a retailer who actively participates in training programmes, acts as brand advocates, and is engaged in learning with the supplier would exhibit more profound levels of loyalty but would have been invisible based on historical incentive programmes.
Artificial intelligence allows for the identification of behaviours that help to address this gap. Brands are able to use a variety of engagement data points, participate in learning programs, respond to communications, redeem behaviour and track platform use behaviour in order to identify motivation through behaviour.
McKinsey has stated that companies that leverage advanced analytics for their sales and distribution functions can achieve as much as a 15-20 per cent increase in productivity due to increased awareness of their behavioural trends throughout their networks.
This visibility of behavioural patterns within channel ecosystems can be transformational to brands as they can now view how partners engage on their path to purchasing products, instead of just measuring the sales revenue generated by those purchases.
Predicting motivations, not just measuring performance
Possibly, the largest contribution of Artificial Intelligence (AI) to helping brands engage with partners via channel ecosystems is its ability to predict future engagement versus simply measuring past performance.
Traditionally, brands only realised that a partner was disengaged (not likely to purchase products) once their sales performance had already declined. By then, the brand would have to use significant amounts of incentives or aggressive promotional activities to recovery their partner’s engagement level.
AI models can help organisations to detect early signs that a partner is becoming disengaged, such as declining participation in learning modules, declining interaction via the platform, or slower reward redemption rates. These indicators can help organisations to proactively engage with their partners before their sales performance begins to decline.
The practical application of AI and predictive analytics gives brands the ability to re-engage with their partners prior to their sales performance declines. For example, instead of developing and implementing broad-reaching incentive programs that provide a “one size fits all” incentive to all partners in an ecosystem, brands are able to develop targeted, engaging re-engagement programmes. This is how personalisation can be done on a large scale, such as across global distribution and retail networks.
The vast majority of distributor and retailer channels have thousands, if not millions, of individual channel partners. Historically, providing personalisation to such a large number of businesses has not been feasible.
However, with the advent of AI, personalisation at scale is becoming a reality.
Brands can now create tailored engagement journeys for all their partners, based on their partner profiles, through some combination of machine learning models and behavioural segmentation. For example, high-performing distributors might receive higher levels of leadership-based recognition and greater incentives to continue to grow. Emerging retailers, on the other hand, might be supported with training, onboarding rewards, and measurable performance milestones.
The shift towards personalisation of partner engagement echoes the direction that consumer marketing is already moving towards.
According to Salesforce’s report, over 70 per cent of customers expect personalisation in the way that brands engage with them. As such, there is a growing expectation for B2B ecosystems to have these same types of expectations from their channel partners.
Gamification and continuous engagement
AI is also radically changing how brands will engage with their channel partners through the use of gamification.
Many traditional incentive-based contests and leaderboards would spark temporary engagement among their participants, but they struggled to sustain engagement over time. With the use of AI, gamification mechanics are evolving dynamically based on historical and evolving participation patterns by their channel partners.
Challenges, rewards, and recognition structures can be modified continuously in order to sustain engagement with all of a brand’s partner segments. This will provide a greater opportunity to move away from episodic campaigns towards ongoing, continuous engagement experiences.
When channel partners receive motivation as part of their daily business activities through recognition, learning, and tracking their performance, long-term loyalty will be achieved.
Aligning motivation to broader impact
There is a growing trend within the channel ecosystem to integrate sustainability and socially responsible behaviours into the channel partner programmes of brands.
Increasingly, brands are motivating their partners to use sustainable practices in their operations, participate in sustainable practices like sustainability-related knowledge programmes, or promote products that are in line with their sustainability objectives.
Brands can use AI to monitor and measure these types of behaviours and incorporate them into their incentive frameworks so that brands can align their commercial objectives with broader social and environmental outcomes.
A shift in the way brands view their channel partners
AI is having the most significant impact on the way that brands are now viewing their channel partners, as it relates to the underlying philosophy of those fundamental relationships.
For the past several decades, many brands have viewed their channel partners as intermediaries in the supply chain. More and more brands are now beginning to view their channel partners as key ‘partners-in-growth,’ and their actions can have a direct impact on market performance.
In fact, all the channel ecosystems are using behavioural engagement platforms to design new models that reward not just transactional behaviour, but also create continuous engagement journeys for their partners, where their partners can receive recognition for their participation, learning, and continued engagement, thereby reinforcing long-term loyalty to the brand.
The future: Intelligent channel ecosystems
As we consider what the next phase of channel engagement may look like, many believe that it will be based on intelligent ecosystems, using AI to continuously monitor and adjust the engagement strategies used to engage their channel partners, in real time and based on the behaviours of those partners.
For brands operating in complex distribution networks, the ability to perform well will be determined both by whether products are available to their customers, as well as by the enthusiasm, expertise, and loyalty shown from each channel partner that represents the brand each and every day that they are working on behalf of the brand.
While AI clearly does not eliminate the human aspect of a brand’s relationship with its channel partners, it does allow brands to better understand and nurture that relationship.
In markets where the last mile will determine whether a sale is made, how one leverages the intelligence gained by using AI will ultimately be the difference between gaining a new, sustainable competitive advantage versus losing one.
