MAM
Data analytics & the formula for efficient marketing
MUMBAI: Data increasingly powers every element of the marketing mix – source of growth, consumer performance, content creation, mix optimisation and measurement. A panel discussion on ‘Data Powered Marketing is the new Disruption’ was held at the ‘Data Science Congress’ in Mumbai.
Experts on the panel were V I Tech Ukraine data scientist Dr. Kodliuk Tetiana, Gramener CEO Anand S, Aegis School of Data Science CEO Bhupesh Daheria (moderator) and Mindshare South Asia chief product officer M A Parthasarathy and Hotstar data sciences and analytics leader Santosh Bhat.
Every stage of the marketing loop – starting from defining source of business, through consumer insight, strategic direction, campaign planning, implementation and finally measurement & redeployment of learning – is defined by data. It supplements intuition, strengthens conviction and drives accountability, Mindshare’s M A Parthasarathy said.
At the outset, data drives the definition of the marketing objective. Parthasarathy said, “Consumer understanding has always been powered by a mix of intuition and data. While intuition is critical, the nature of data has changed exponentially. From sample-based studies based on claimed behavior to census-level understanding of actual behavior and intent, we now have a much richer appreciation of the consumer.”
To promote the latest offering by Castrol for mini-truck drivers, for example, Mindshare India commissioned a research and based on the findings developed the campaign. This data allowed them to identify key pockets where their target audience was present and come up with a targeted campaign using them as influencers among their peers. “The team managed to reach out to almost 85% drivers pushing sales by 40% for Castrol India,” Parthasarathy said.
This has translated to a much more agile manner of targeting the consumer in media. There is a marked shift from buying inventory to buying audience. And, customising the messaging to them in real-time
While data-rich categories like BFSI, hospitality, e-commerce and retail have led the adoption of these practices, it is rapidly getting adopted and customised across all major categories.
Brands
Siguler Guff invests $40m in Trimex Foods to fuel India expansion
Private equity bet backs global dining brands as India’s appetite grows
MUMBAI: Siguler Guff has committed $40 million to Trimex Foods Private Limited, marking the company’s first institutional fundraise and signalling fresh momentum in India’s fast-evolving food services sector.
Trimex, which brings global names such as Chili’s Grill & Bar, PAUL and Cinnabon to Indian diners, plans to use the capital to expand its footprint across the country and add new international brands to its portfolio.
Founded in 2010, the company operates more than 50 outlets across 13 cities, employing nearly 1,900 people. It has carved out a niche as a reliable partner for global restaurant chains looking to tap into India’s growing appetite for organised dining experiences.
Siguler Guff, which manages over $18 billion in assets, is betting on that appetite only getting bigger. “India’s food services sector is undergoing a structural shift as consumers increasingly gravitate toward globally recognised dining experiences,” said Siguler Guff partner and co-portfolio manager Shaun Khubchandani.
He added that Trimex’s 15-year track record offers a scalable platform with strong execution and customer loyalty, making it well-placed to grow further with the right backing.
For Trimex, the partnership is as much about expertise as it is about capital. A company spokesperson said the firm is looking to build on its reputation for consistent, high-quality dining while tapping into Siguler Guff’s global network to accelerate growth.
The investment also reflects a broader trend of private equity firms doubling down on India’s consumer story, particularly in sectors where rising incomes and urban lifestyles are reshaping spending habits.
Ernst & Young acted as the exclusive financial advisor to Trimex for the deal.
With fresh capital on the table and global brands waiting in the wings, Trimex now appears ready to turn up the heat in India’s increasingly competitive dining landscape.
