MAM
95% of consumers demand eco-friendly packaging: Havas Group prosumer report
Mumbai: A whopping 95 per cent of Indian consumers demand eco-friendly packaging and 69 per cent want to see e-commerce organisations commit to sustainable practices across the value chain, according to the latest study by Havas Group decoding the ‘future of e-commerce.’ 68 per cent of consumers expect their e-commerce shopping experience to be tailored through personalisation and AI. An over-arching theme that is evident through the research is that the e-commerce industry still has a long way to go to address the gap in consumer expectations.
Havas Group announced the launch of its prosumer report through structural research. The report is a global perspective on the future of e-commerce that captures information and insights on the sector, done through the network’s proprietary research tool. Drawing on responses from 3,000 consumers from Brazil, China, France, India, the United Kingdom, and the United States, the survey examines the upcoming trends in the e-commerce experience.
The prosumer report throws light on some interesting India-specific trends that will go a long way in making the industry shine. Contrary to popular euphemism, consumers are not averse to data sharing, provided there is transparency regarding what data is being collected. In this context, 97 per cent of the prosumers rate privacy as the key attribute, and 83 per cent are ready to boycott brands that do not have a transparent data collection policy.
Post-pandemic, the desire to replicate in-store/mall experiences has led prosumers to seek community shopping experiences from the e-commerce industry. In this context, the study saw a 66 per cent spike in demand for services such as the ability to shop on social media and 68 per cent rise in the ability to interact with fellow shoppers, respectively.
The Covid-19 led economic slowdown has been catastrophic for most sectors, barring a few. The e-commerce industry belongs to the latter. The pandemic and its aftereffects led to a complete transformation and a massive surge in the e-commerce industry. If there is one aspect that the younger generation demands, it is a better consumer experience despite acknowledging the convenience that e-commerce has to offer.
“Prosumer is Havas Group’s global report that is released 3 to 4 times every year, each one covering a specific topic. It is one of the longest-running thought leadership properties of Havas Group that has become instrumental in predicting emerging trends in consumer behaviour,” Havas Group India CMO Pritha Dasgupta said.
She further added, “Over the last two years, digital adoption has been extremely fast and has become a way of life. If we specifically look at the e-commerce sector, it has become a breeding ground of innovation and in the last two years every leading company in this sector has grown aggressively. Our latest Prosumer Report gives a clear direction to the industry of where this e-commerce sector is headed, and also identifies trends of the sector.”
Prosumers are the leading-edge 15-20 per cent of consumers, who are first to the market (usually 6-18 months ahead of the mainstream), forward-thinking, influential, proactive and socially and/or environmentally conscious. It is this key section of consumers that our research studies.
Throughout the pandemic, e-commerce has clearly established itself as the new retail norm as more than eight in 10 prosumers revealed that they prefer the online shopping experience over the traditional format of in-store purchasing. However, one out of three respondents claimed that their e-commerce experiences are quite boring. Havas Group’s Prosumer report deep dived into the e-commerce industry and came up with a few ways to upgrade the e-commerce experience by:
Focusing on new rules of e-commerce including free shipping & returns, seamless & fast delivery, customer ratings, loyalty discounts, and purchase recommendations.
Having a purpose beyond clicks: e-commerce must be about more than just access, it is about curating products that are good for society.
Being on the right side of data history as privacy is gaining momentum, so data education should be mandatory. As e-commerce is becoming more human and is moving to social, making the experience more community-driven will bring results.
The Havas Group prosumer report makes it evidently clear that e-commerce is no longer just about business transactions; it’s about customer empowerment and with the e-commerce market touching $84 billion in July, this is an industry one just can’t ignore.
Brands
Malaika Arora launches Maejoy accessories brand with Myntra partnership
New label debuts with 250 plus handbags and lab grown diamond jewellery.
MUMBAI: When style meets sparkle, a new brand is ready to take centre stage. Actor and entrepreneur Malaika Arora has launched a lifestyle accessories label called Maejoy, developed in collaboration with Exceed Entertainment and Myntra Jabong India Private Limited (MJIPL), the B2B wholesale arm of Myntra. The brand enters the market with a debut collection of more than 250 styles spanning handbags and lab grown diamond jewellery, two categories that continue to define everyday personal style for modern consumers.
The handbag lineup includes crossbody bags, structured shoulder bags, bucket bags, totes, backpacks, clutches and workwear inspired designs. The pieces are crafted using materials such as synthetic leather, raffia, braids, satin, rhinestones and metallic finishes.
Alongside the bags, Maejoy has introduced a jewellery range featuring lab grown diamond rings, earrings, pendants, bracelets and tennis bracelets. The pieces are set in 925 sterling silver bases with gold, silver and rose gold tones, and include diamonds certified by IGI and GCI.
Positioned as a premium yet accessible accessories label, Maejoy is built around the philosophy “The Joy of Being Me”, aiming to blend aspirational fashion with everyday usability. The brand’s positioning centres on three pillars: authenticity, empowerment and accessibility.
Arora described the venture as a natural extension of her long association with fashion and personal style.
“Maejoy is a labour of love. Throughout my career, whether on screen, in business or through personal style, I have always believed fashion should feel empowering yet effortless. The Joy of Being Me celebrates individuality while making global fashion trends more accessible,” she said.
MJIPL, CXO and head of house of brands Suman Saha said the brand brings together Arora’s style perspective with a strong opportunity in the accessible premium accessories segment.
“Maejoy combines Malaika Arora’s distinctive style sensibility with fashion forward designs that we believe will resonate strongly with consumers looking for elevated yet wearable accessories,” he said.
Exceed Entertainment CEO Afsar Zaidi added that building celebrity led brands requires balancing authenticity with market viability.
“Malaika commands respect both as a fashion icon and a businesswoman. Bringing her creative vision together with Myntra’s brand building expertise creates a strong foundation for Maejoy,” he said.
The collection is available exclusively on Myntra through its website and mobile app, making the brand accessible to millions of shoppers across India as it steps into the competitive lifestyle accessories space.
