MAM
AndBeyond.Media, VidTent, WORD, Localyze & OneLoop come together under the Alchemy Group banner in a strategic collation to deliver solutions that solve for next-gen audiences
MUMBAI: The decision to house both legacy and new businesses under one roof comes after identifying a need in the market to solve for existing internet users as well as for new-age audiences in the digital ecosystem.
AndBeyond.Media, a global On-Demand Native and Programmatic solutions business, along with VidTent & WORD formed a strategic collation under a new parent banner – Alchemy Group. Alchemy Group then launched two new business offerings in the Indian market; Localyze, that offers local language Transcreation & Media solutions and OneLoop that is an end to end Digital Audio Marketplace which together was the coming of five distinct businesses solving for diverse verticals. These brands aim to create a breakthrough in Digital Media, Video Content, Influencer Marketing, Localyzation services and Digital Audio.
“Traditional digital marketing no longer makes the cut when trying to build brand stickiness amongst current & forthcoming audiences. All businesses under the Alchemy Group will have a laser focus towards ensuring offerings that can enable Brands, Publishers & Content Owners to communicate, reach and convince across all digital touchpoints, ensuring a consistent, holistic experience, no matter what digital medium, language, platform or format they interact with,” says Karan Gupta, CEO, Alchemy Group. “We want to take a strong proactive approach in building products and services that are future-ready & scalable to handle more advanced, tech savvy brands and consumers”.
WORD was created with the goal to focus entirely on influencer marketing as a business so as to deliver high-impact, real experiences and campaigns through our private network of 30,000+ influencers.
“Influencer marketing as a category has seen a meteoric rise in the past 2 years and shows no signs of slowing down. We are very bullish about our investment and growth in this category. Being in content is not easy and our aim is to solve that with WORD. Its offerings is the Group’s answer to the content and influencer marketing vertical. Since its launch in early 2018, WORD has carved a niche for itself in the new buzz-word of Marketing within the new-age channel of communication via strong Influencer advocates. We are currently working on expanding our
product offerings from being an Agency to a more platform driven Marketplace model that has proven to be successful in many other Western markets that cater to all types of businesses in order to make Influencer Marketing accessible to brands irrespective of their campaign goal, budgets and a strong Micro / Macro Influencer base”, says Dharika Merchant, COO, Word & Alchemy Group.
Solving for the BIG regional marketing communication need gap, Localyze will concentrate on delivering an end to end solution that will allow local and highly targeted regional messaging across all digital channels within the Indian regional language ecosystem.
“Our focus is targeted specifically towards brands looking to expand into regional markets; it will provide a content-first approach where a team of domain experts and transcreators will work together to deliver the brand’s message across digital properties while making sure that the core message isn’t lost in translation. The localyzation solution along with our legacy of native ads and programmatic business (AndBeyond.Media) are able to deliver marketing communication without losing the tone & dialect with the reach across regional sites where the right audiences are present. This not only makes a customer more susceptible to a marketing message delivered in their local language, but also targets them with highly relevant advertising to break through the media clutter”, said Pankil Mehta, CBO, AndBeyond.Media, Localyze & Alchemy Group.
The Group’s latest venture, OneLoop, recognizes voice and digital audio channels as a rapidly growing market. Its purpose is to bridge the gap in distribution and high performance monetization by offering an all-encompassing platform that offers high quality audio content to publishers and empower brands with an engaging way to deliver Innovative Audio ads to audiences where they are consuming the same.
Alchemy Group will constantly be at work to ideate and launch more innovative technologies in collaboration with domain experts to solve future need gaps in the market. “Alchemy Group was formed with the vision of solving for the next generation of users coming online and our aim is to have Alchemy bring together all of its businesses by Igniting Ideas, Building Bonds and Creating Magic ”, added Gupta.
Most business owners treat their working capital limit like a safety net. It sits there, attached to their current account, ready to be drawn on whenever cash gets tight. And for routine operations, that arrangement works fine. But there are specific situations where a lump-sum loan disbursed quickly into your account is the smarter financial move. Knowing when to pick one over the other can save you real money and keep your business from getting stuck.
The Fundamental Difference People Overlook
A working capital limit, often structured as an overdraft or a revolving credit facility, gives you access to funds up to a pre-approved ceiling. You draw what you need, pay interest on what you use, and replenish it as receivables come in. It is designed for short-term, recurring needs like paying suppliers or covering payroll gaps.
A term loan disbursed quickly, on the other hand, drops a fixed amount into your account. You repay it in instalments over a set period, with a clear end date. The interest rate is typically fixed or at least predictable. These two products solve different problems, and treating them as interchangeable is where businesses get into trouble.
When Speed and Certainty Matter More Than Flexibility
Here’s a scenario that plays out constantly. A retailer gets an opportunity to buy inventory at a steep discount, but the supplier wants full payment within 48 hours. The retailer’s working capital limit is already partially drawn. The available balance might cover part of the order, but not all of it. Requesting a limit enhancement takes days, sometimes weeks, because the bank reassesses your financials.
An instant business loan solves this cleanly. You apply, get approval quickly, and the full amount lands in your account. You buy the inventory, sell it at full margin, and repay the loan over the next few months. The cost of interest on that loan is far less than the profit you would have lost by passing on the deal.
This pattern repeats across industries. A logistics company needs to repair a critical vehicle immediately. A restaurant has to replace kitchen equipment before the weekend rush. A manufacturer lands a large order but needs raw materials upfront. In each case, the need is urgent, specific, and finite. A revolving facility wasn’t built for these moments.
The Hidden Cost of Over-Relying on Working Capital Limits
There’s a psychological trap with revolving credit. Because it’s always available, business owners tend to lean on it for everything, including expenses that really should be financed separately. When you use your overdraft to fund a one-time capital purchase, you reduce the buffer available for daily operations. Then, when a genuine cash flow gap appears the following week, you’re scrambling.
Worse, many working capital limits come with annual renewal. If your financials have dipped, the bank can reduce your limit or decline renewal altogether. If you’ve been using the facility for purposes it wasn’t designed for, your utilisation patterns can actually work against you during the review.
A distinct term loan keeps your working capital limit clean. Your revolving facility handles day-to-day operations. Your loan handles the one-off expense. This separation makes your balance sheet easier to read and your banking relationship easier to manage.
Interest Rate Math That Favours Term Loans
Working capital limits often carry floating interest rates pegged to the bank’s benchmark. The rate adjusts, and over time, especially when monetary policy tightens, your cost of borrowing can creep up without you noticing because you’re only looking at the small daily interest debit.
A fixed-rate term loan gives you certainty. You know exactly what each instalment will be, which makes cash flow forecasting more accurate. For a specific expense with a known amount and a defined payback period, this predictability matters. You can map the repayment against the revenue that expense is expected to generate.
A working capital loan structured as a revolving facility makes sense when your borrowing needs fluctuate week to week. But when you know exactly how much you need and roughly how long it will take to pay back, a term product is almost always cheaper in total interest cost. The discipline of fixed repayments also prevents the slow balance creep that plagues overdraft users.
When Your Facility Is Maxed and Opportunity Knocks
Perhaps the most compelling case is the simplest one. Your existing limit is fully utilised. Business is good, money is coming in, but right now the account is stretched. A new opportunity appears. You can either let it pass or find additional funding fast.
Waiting for a limit increase is not a strategy when timing matters. Applying for a separate short-term loan, getting approval the same day or the next, and funding the opportunity directly is a concrete action with a measurable return. You are not adding long-term debt to your balance sheet. You are financing a specific transaction that pays for itself.
The smartest business owners don’t treat all credit as the same. They match the product to the need. Revolving facilities handle rhythm. Term loans handle moments. Getting that distinction right is one of the quieter advantages a well-run business holds over its competitors.
