MAM
Ipsos India in overdrive with Mystery Shoppers
MUMBAI: Barely two months since Ipsos launched Mystery Shopping in India, apart from marketers who are capitalizing on the opportunity for securing unbiased feedback from customers to improve products and services, there is also an interesting opportunity emerging from the consumer’s standpoint. The opportunity to experience products and services at first hand, to evaluate every aspect of their experience and instead of sharing on social media for free, to get paid for their honest feedback.
These customers, who are referred to as Mystery Shoppers are redefining the ecosystem.
“Ipsos Mystery Shopping has received an encouraging response to its social media campaigns inviting consumers to become mystery shoppers. Consumers have shown a lot of excitement as there is a whole lot of flexibility in taking up assignments – over weekends or when they have time – and the feedback can be provided in the dedicated iShop app, anywhere and anytime, “says Sonul Verdia, Executive Director, Ipsos Mystery Shopping.
“We are in the process of setting up a huge panel of enthusiastic shoppers who will be keen to share their experience with us and get paid for their effort,” Verdia said.
So, what are the attributes ofmystery shoppers?
Verdia insists that there are no special attributes per se:“Our panel of mystery shoppers has students, housewives, working women, executives, government employees, even retired people – anyone aged 18-70 years can sign up – they only need to be avid, discerning shoppers.”
For enthusiasts to sign up, Ipsos India has created a unique hyperlink:
https://www.ishopforipsos.com/en_IN/
“Ipsos Mystery Shopping is primarily focusing on high involvement categories like Automotive, Consumer Durables, Banking, Organized Retailing, Hospitality, among others, for now.”
Brands
Kwality Wall’s reports standalone losses following strategic HUL demerger
Ice cream major faces Rs 64 crore Ebitda loss amid commodity inflation and muted Q3 sales
MUMBAI: Kwality Wall’s (India) Limited (KWIL) has released its first set of financial results as a standalone entity, revealing a challenging start to its independent journey. Following its successful demerger from Hindustan Unilever Limited (HUL) on 1st December 2025 and its subsequent listing on 16th February 2026, the company is navigating a transition period marked by structural changes and high input costs.
For the quarter ended 31st December 2025, the company reported revenue of Rs 222 crores. Despite the revenue base, the bottom line was impacted by several factors, resulting in an Ebitda loss of Rs 64.2 crores. When calculated on a Pre-IND AS 116 basis, the Ebitda loss stood at Rs 83.8 crores.
Organic Sales Growth (OSG) declined by 6.5 per cent year-on-year during the quarter. Volume growth, however, saw a marginal increase of 1.2 per cent. The company reported a gross margin of 41.5 per cent. Additionally, exceptional expenses amounting to Rs 94 crores were recorded, primarily linked to non-recurring costs during the transition phase.
Performance across portfolios and channels was mixed. Within the impulse portfolio, brands such as Magnum and Cornetto recorded mid-single digit volume growth, indicating steady demand in on-the-go consumption. However, the in-home portfolio, which includes take-home packs, experienced muted consumption. The company is planning a relaunch of this category with improved offerings ahead of the 2026 season.
Quick commerce (Q-Com) continued to emerge as a strong growth driver, delivering robust double-digit growth during the quarter. Meanwhile, the company also expanded its physical distribution network by increasing the number of company-owned cabinets across markets.
Margin pressure during the quarter was driven by a combination of one-off factors and broader cost inflation. Gross margins were impacted by around 600 basis points due to trade investments made for stock liquidation. Additionally, cocoa price inflation contributed to another 400 basis points of pressure on margins.
Deputy managing director Chitrank Goel attributed the muted performance partly to prolonged monsoons and transitional challenges linked to the GST framework. Operating expenses also increased as the company invested in establishing its standalone supply chain, operational systems and corporate infrastructure following the demerger.
Looking ahead, the management remains focused on a volume-driven growth strategy. To restore profitability, the company has initiated a cost productivity programme aimed at reducing non-consumer-facing costs. It is also working on building regional manufacturing networks to optimise logistics expenses and improve operational efficiency.
The commodity outlook for the near term remains mixed. Dairy prices are expected to remain firm due to tight supply conditions and rising fodder costs. Sugar prices may also move higher following increases in the Minimum Selling Price (MSP). While cocoa prices have moderated recently, currency depreciation has offset some of the potential cost relief for the company.
