Brands
“Evocus is proactively addressing industry challenges by staying ahead of emerging trends:” Aakash Vaghela
Mumbai: Leading the hydration innovation market, A.V Organics Pvt Ltd stands at the forefront with Evocus, India’s first black alkaline water. Dedicated to advancing health and wellness, Evocus combines 100 per cent natural ingredients with superior alkaline properties, setting a new standard for modern hydration.
Indiantelevision.com’s Suman Baidh had a chat with A.V Organics Pvt Ltd founder and managing director Aakash Vaghela about his ambitious path of growth and expansion. Aakash’s visionary approach drives the company’s strategic focus on innovation, market penetration, and global outreach. As Evocus continues to enhance its competitive edge through advanced technology, strategic partnerships, and quick commerce, the brand is poised to extend its reach both domestically and internationally.
On Evocus managing to maintain its competitive edge as it expands both within India and internationally
Evocus has maintained its competitive edge through a relentless focus on innovation, quality, and customer-centricity. Our unique selling proposition lies in the health benefits of our black alkaline water, which resonates well with health-conscious consumers. By leveraging advanced technology and research, we ensure that our product remains superior in terms of its alkaline properties and mineral content. Additionally, our strategic partnerships and strong distribution networks have enabled us to expand our reach both within India and internationally. We also invest heavily in brand building and digital marketing to create a strong brand presence across diverse markets.
On the key growth and expansion targeting for Evocus in the coming years
Our growth strategy is anchored on three primary pillars: market penetration, product diversification, and geographic expansion. In India, we aim to deepen our market presence in tier-one and tier-two cities. Internationally, our focus is on entering high-potential markets in Asia, the Middle East, and North America. We are also working on expanding our product portfolio to include new variations of innovative health beverages. Our goal is to double our market share in the next three years while maintaining our commitment to quality and customer satisfaction.
On envisioning the role of quick commerce in the future of your distribution strategy
Quick commerce is set to play a pivotal role in our distribution strategy. With the rise of e-commerce and changing consumer behaviour towards instant gratification, we are adapting by strengthening our partnerships with leading quick commerce platforms. This allows us to ensure that our products are available to consumers with minimal delivery times, enhancing their overall shopping experience. We are also investing in our logistics and supply chain infrastructure to support faster and more efficient delivery models.
On measuring the success of your partnerships and metrics is important
The success of our partnerships is measured through a combination of quantitative and qualitative metrics. Key performance indicators include sales growth, market share expansion, customer acquisition rates, and brand visibility. We also assess the strength of our partner relationships through customer feedback and engagement levels. Another critical metric is the return on investment from joint marketing and promotional activities. Ultimately, the success of our partnerships is reflected in the overall growth and health of the Evocus brand.
On Evocus positioning itself to overcome these challenges and capitalize on emerging trends
Evocus is proactively addressing industry challenges by staying ahead of emerging trends. We are investing in research and development to continuously improve our product formulations and introduce new, innovative products that meet the evolving needs of our consumers. Moreover, we are enhancing our digital presence and leveraging data analytics to gain deeper insights into consumer preferences, enabling us to tailor our marketing and product strategies effectively.
On new products or variations of Evocus that you are planning to launch soon
Yes, we are excited about the upcoming launch of several new products and variations. We are exploring the addition of functional beverages that offer specific health benefits, such as enhanced hydration, energy boosts, and immune support. These new products will help us expand our consumer base and strengthen our position in the health beverage market.
On raising funds be utilised to drive the next phase of Evocus’ development
The funds raised will be strategically deployed across several key areas to drive the next phase of Evocus development. A significant portion will be invested in scaling up our production capacity and enhancing our supply chain infrastructure to meet growing demand. We will also allocate funds towards expanding our marketing and brand-building efforts, both domestically and internationally. Additionally, we are committed to investing in research and development to drive product innovation and maintain our competitive edge. Finally, we will use the funds to strengthen our distribution networks, including expanding our presence in quick commerce and fund for global expansion in e-commerce.
Brands
IICT partners with Gativedhi to bring studio production tools to students
New MoU lets students explore AI-driven production pipelines for AVGC-XR
MUMBAI: The Indian Institute of Creative Technologies (IICT) has teamed up with Gativedhi Technologies to give students a front-row seat to modern studio production. The collaboration will integrate Gativedhi’s AI-powered production intelligence platform, Shotrack, into academic programmes, letting students experience the workflow systems used by animation, VFX and gaming studios.
Under the MoU, faculty, students and researchers will get hands-on access to Shotrack through beta programmes, pilot deployments and academic evaluations. This will allow them to explore simulated production pipelines, understand asset management, track tasks and monitor schedules, essentially seeing how complex projects come together behind the scenes.
Shotrack is designed to tackle a key industry challenge: when multiple studios work on the same project, differing internal systems often create bottlenecks, slow approvals and complicate version control. The platform provides a unified production environment, enabling smoother collaboration across distributed teams while generating operational insights and predictive analytics to optimise crew allocation, forecast schedule risks and manage costs.
The collaboration also opens doors to Gativedhi’s wider ecosystem. Upcoming tools include StudioTrack, for studio operations management covering budgeting, recruitment and IT infrastructure, and WorkTrack, which measures workflow efficiency and team productivity across industries.
IICT plans to embed these tools into programmes covering animation pipelines, VFX workflows, gaming production and media project management. Students will also benefit from guest lectures, masterclasses, workshops, internships and research projects that connect academic learning with real-world studio practices.
IICT CEO Vishwas Deoskar, said the partnership provides “An environment where production pipeline tools can be explored, tested and refined while students gain insight into how large-scale productions are organised.”
Gativedhi Technologies founder & CEO Senthil Kumar added, “This collaboration introduces students to real-world studio management tools and helps us improve our platform with academic feedback.”
With Shotrack in classrooms, India’s future animators, VFX artists and gaming producers will get a taste of studio life long before they step into one.
