MAM
How Samsung helped Flipkart find its missing ‘F’
Last week, Flipkart, a leading online etailer, started tweeting on its official twitter handle without using the alphabet ‘F’. Some of the words in its tweets were like ‘rom’, ‘itness’, ‘irst’, ‘inds’, and others.
Ideally, these words are not part of the English language but if we prefix the alphabet ‘F’ they made proper sense such as ‘from’, ‘fitness’, ‘first’, ‘find’ and others.
After the brand did its first tweet, several users pointed the error and asked ‘Where is the F’.
rom early morning jogs to late-night workouts head to our app or all your itness needs!
— Flipkart (@Flipkart) September 20, 2020
The etailer immediately responded with another tweet with missing ‘F’ and added a hashtag #WheresTheF .
We are still inding the solve. This is the irst time we are acing this problem, but i anyone knows or inds the missing letter, please tell us! #WheresTheF
— Flipkart (@Flipkart) September 20, 2020
It continued with a series of tweets for a few days with the missing word ‘F’ and engaged with the audiences asking them to find the alphabet ‘F’ for the brand while urging them to shop from the etailer across various categories of products present on the platform.
What seemed like un and games beore, has become serious now. Two whole days & we have not been able to type the letter “*”. We again request anyone with any inormation or clue, to come orward. #WheresTheF
— Flipkart (@Flipkart) September 21, 2020
On Sep 22, Samsung came to rescue Flipkart and suggested that it might know where the alphabet ‘F’ is. It tweeted a link in the ongoing twitter thread that took the audiences to the Flipkart store.
Hey @Flipkart, I think we know where your F might be. Click on the link below to see: https://t.co/7b1RJBqhJG #Samsung
— Samsung India (@SamsungIndia) September 22, 2020
Samsung had taken the front page of the Flipkart store to promote its Samsung Galaxy F41 that will be unveiled on 8 October. The page further shared a few details on the new phone and urged people to explore it when it is unveiled.
The idea behind the activation was very clear as Samsung wanted to bring the focused audiences of Flipkart to its page to create buzz and excited about its new phone. The activation became even more exciting as several brands also jumped in to participate in the ongoing trend. This included the likes of Vedantu, Axis Bank, PhonePe, Myntra, Swiggy.
Hey @Flipkart, if the F you're searching for stands for Fashion, then we've got you covered! #WheresTheF https://t.co/63Lgssp0v6
— Myntra (@myntra) September 21, 2020
Interestingly, each of these brands utilized the occasion to talk about their offerings and interact with their audiences. For instance, Vedantu, an online learning platform donned the hat of a teacher; Swiggy, an online food ordering brand, related it with the food. The network brands such as PhonePe and Myntra also participated in the banter communicating their own positioning.
@Flipkart if it's Fs you're looking for, you're at the right place! Would you like a Fast Transfer in Five seconds? #WheresTheF
— PhonePe (@PhonePe_) September 21, 2020
Brands
Kwality Wall’s reports standalone losses following strategic HUL demerger
Ice cream major faces Rs 64 crore Ebitda loss amid commodity inflation and muted Q3 sales
MUMBAI: Kwality Wall’s (India) Limited (KWIL) has released its first set of financial results as a standalone entity, revealing a challenging start to its independent journey. Following its successful demerger from Hindustan Unilever Limited (HUL) on 1st December 2025 and its subsequent listing on 16th February 2026, the company is navigating a transition period marked by structural changes and high input costs.
For the quarter ended 31st December 2025, the company reported revenue of Rs 222 crores. Despite the revenue base, the bottom line was impacted by several factors, resulting in an Ebitda loss of Rs 64.2 crores. When calculated on a Pre-IND AS 116 basis, the Ebitda loss stood at Rs 83.8 crores.
Organic Sales Growth (OSG) declined by 6.5 per cent year-on-year during the quarter. Volume growth, however, saw a marginal increase of 1.2 per cent. The company reported a gross margin of 41.5 per cent. Additionally, exceptional expenses amounting to Rs 94 crores were recorded, primarily linked to non-recurring costs during the transition phase.
Performance across portfolios and channels was mixed. Within the impulse portfolio, brands such as Magnum and Cornetto recorded mid-single digit volume growth, indicating steady demand in on-the-go consumption. However, the in-home portfolio, which includes take-home packs, experienced muted consumption. The company is planning a relaunch of this category with improved offerings ahead of the 2026 season.
Quick commerce (Q-Com) continued to emerge as a strong growth driver, delivering robust double-digit growth during the quarter. Meanwhile, the company also expanded its physical distribution network by increasing the number of company-owned cabinets across markets.
Margin pressure during the quarter was driven by a combination of one-off factors and broader cost inflation. Gross margins were impacted by around 600 basis points due to trade investments made for stock liquidation. Additionally, cocoa price inflation contributed to another 400 basis points of pressure on margins.
Deputy managing director Chitrank Goel attributed the muted performance partly to prolonged monsoons and transitional challenges linked to the GST framework. Operating expenses also increased as the company invested in establishing its standalone supply chain, operational systems and corporate infrastructure following the demerger.
Looking ahead, the management remains focused on a volume-driven growth strategy. To restore profitability, the company has initiated a cost productivity programme aimed at reducing non-consumer-facing costs. It is also working on building regional manufacturing networks to optimise logistics expenses and improve operational efficiency.
The commodity outlook for the near term remains mixed. Dairy prices are expected to remain firm due to tight supply conditions and rising fodder costs. Sugar prices may also move higher following increases in the Minimum Selling Price (MSP). While cocoa prices have moderated recently, currency depreciation has offset some of the potential cost relief for the company.
