MAM
Ipsos India launches TrueFace
MUMBAI: Ipsos India has launched TrueFace, an indigenously developed recruitment screening app, for Qualitative research.
Developed by the Ipsos India Mobile First team,the app uses face recognition technology in real time which helps identify repeat respondents. This is of utmost importance to field and research teams when they are recruiting respondents across categories.
“As a part of our Mobile First initiatives, we are focusing on developing propositions in the digital space – TrueFace is a step in that direction,” says Raja Bunet, Executive Director, Mobile First & New Initiatives, Ipsos India.
Ashwini Sirsikar, Country Service Line Leader, Ipsos UU, India said, “Repeat respondent is a big issue which all market research agencies are dealing with. In qualitative research,it is criticalto get the right respondent – someone who is not a professional, is of a correct profile and not a repeat respondent. After all, the quality of the insight hinges on the quality of the respondent. Given this challenge, Ipsos decided to lean on technology to address this issue of repeat respondents.”
Bunet feels it’s a game changer: “Apart from the Face Recognition functionality, which is a part of the app, with real time results, the proposition also includes multimedia capabilities and an interactive dashboard, which will deliver status of recruitments, question-wise responses and outcome of face recognition, to be used by Ipsos UU (qualitative research team) and field teams.”
Sirsikar added: “We have the first mover advantage as this app is unique to Ipsos. It will free up a lot of researchers’ time.”
Technology firm, Crownit, has partnered with Ipsos India, in this initiative.
Brands
Mother’s Recipe launches Summerwala Sharbat range
Five nostalgic flavours priced at Rs 215 aim to tap summer refreshment demand.
MUMBAI: Call it a sip of summer nostalgia, Mother’s Recipe is bottling childhood memories and pouring them back into the present. The homegrown ethnic food brand has introduced its Summerwala Sharbat range, a five-flavour line-up designed to recreate the familiar tastes and rituals of Indian summers, while catering to modern consumption habits. The range features Mango Panna, Rose Syrup, Jeera Masala Syrup, Khus Syrup and Lemon Ginger Squash, each rooted in flavours that have long defined seasonal refreshment across Indian households. From the tang of raw mango to the cooling comfort of khus, the portfolio leans heavily into recall, not reinvention.
At a time when brands are increasingly leaning on nostalgia as a strategic lever, Mother’s Recipe is positioning Summerwala Sharbat as both a functional beverage and an emotional cue. The idea is simple: revive the small, everyday rituals post-play drinks, family gatherings, the clink of ice in a glass that once defined summer afternoons.
The products are packaged in 750 ml PET bottles and priced at Rs 215, targeting both routine household consumption and social occasions. Distribution spans leading e-commerce platforms as well as select offline retail outlets.
Mother’s Recipe executive director Sanjana Desai said the intent was to bring back flavours tied to “taste, routine and home”, while making them relevant for today’s consumers.
The move reflects a broader shift in the beverages market, where heritage-led storytelling and familiarity are increasingly being used to stand out in a crowded, innovation-heavy category.
With Summerwala Sharbat, Mother’s Recipe isn’t just selling a drink, it’s selling a season, one glass at a time.
