Brands
Transforming e-commerce: Two99’s winning formula for FMCG, Apparel, and skincare brands in the Gen Z Era
Mumbai: In a remarkable showcase of digital marketing expertise, Team Two99 has once again demonstrated its unparalleled ability to connect with the dynamic and ever-evolving Gen Z audience. Over the last two quarters, the agency has masterfully curated content engines and reshaped brand perceptions for its clients in the FMCG, clothing, and skincare categories. Leveraging their deep understanding of Gen Z, cutting-edge technology, and vertical storytelling, Two99 has propelled each of its clients to new heights of success.
The impact of Two99’s innovative strategies is evident in the impressive results achieved by their clients in Q3 and Q4. Over a dozen brands experienced a significant increase in brand searches, leading to a reduction in Customer Acquisition Cost (CAC) on their websites. Moreover, these brands enjoyed a multiplication of Return on Ad Spend (ROAS) on popular marketplaces like Amazon and Myntra, a testament to Two99’s ability to optimize digital presence and drive sales across multiple platforms.
The FMCG industry in India, valued at approximately $110 billion in 2020, is expected to grow at a CAGR of 14.9% to reach $220 billion by 2025. In this competitive landscape, Two99’s clients have managed to stand out and capture the attention of the coveted Gen Z demographic, known for its discerning tastes and preference for authentic, relatable content.
Similarly, the Indian clothing and apparel market, expected to reach $350 billion by 2030, has seen a shift towards online shopping, with consumers seeking unique and personalized experiences. Two99’s clients in this sector have successfully tapped into this trend, offering exclusive online product ranges that resonate with the younger audience’s desire for individuality and style.
The skincare industry in India is not far behind, with a projected growth rate of 8.22% between 2021 and 2025, reaching a market volume of $2.7 billion. Two99’s expertise in understanding consumer behavior and preferences has enabled its skincare clients to tailor their offerings and marketing strategies, resulting in increased brand visibility and customer engagement.
Additionally, Team Two99’s strategic interventions have not only boosted short-term metrics but have also laid the foundation for long-term brand growth and loyalty. By aligning with the values and aspirations of Gen Z, these brands have positioned themselves as frontrunners in their respective industries, poised for continued success in the digital age.
The author of this article is Two99 CEO Agham Chaudhary.
Brands
Ather Energy doubles service network to 500 centres nationwide
EV maker scales support alongside growth to keep riders on the road
MUMBAI: Ather Energy is quietly building more than just scooters. It is building the backbone to keep them running.
The electric two-wheeler maker has expanded its service network to 500 authorised centres across India, nearly doubling its footprint in a year from 277. The move mirrors its growing retail presence and signals a clear focus on one often overlooked part of EV ownership, what happens after the purchase.
From the outset, Ather has prioritised service support in every city it enters, aiming to make ownership as smooth as the ride itself. Its Gold Service Centres bring in upgraded customer lounges, modern equipment and processes designed to make servicing more transparent and reliable.
Speed, too, is part of the pitch. Through its ExpressCare initiative, riders can get periodic maintenance done in about an hour, now available across 82 centres, turning what used to be a chore into a quick pit stop.
Ather Energy chief business officer Ravneet Singh Phokela said, “Crossing 500 service centres is an important milestone as we scale across the country. Reliable after-sales support is central to the ownership experience, and our focus remains on consistent service quality and accessibility.”
The expansion comes as demand grows for models like the Ather 450 and the Rizta, which have helped the company reach a broader set of riders across metros and emerging cities alike.
Alongside servicing, Ather continues to power up infrastructure through the Ather Grid, now one of the largest fast-charging networks for two-wheelers, with over 4,300 charging points.
With plans to scale further and deepen its presence, Ather’s approach is clear. Selling the scooter may start the journey, but keeping it running smoothly is what sustains it.
