MAM
Nielsen acquires Marketing Analytics
MUMBAI: Nielsen, a global provider of information and analytics around what consumers watch and buy, has acquired Marketing Analytics, Inc, one of the pioneers of marketing mix modeling and a recognised leader in analytics and advanced planning software.
Nielsen will acquire all the assets of Marketing Analytics, including 52 employees, software and ongoing client projects.
The acquisition enables Nielsen to provide marketers of fast moving consumer goods with the most complete and timely view of the impact of media and marketing – a distinct advantage when developing marketing plans across multiple channels, such as online and offline advertising, in-store promotions and consumer promotions..
Nielsen president, CEO Consumer US John Lewis said,”We are committed to providing insights and innovative solutions to help our clients drive effective marketing programs with quantifiable returns on investment. Fast moving consumer goods marketers require advanced, real-time, predictive analytic insight. By combining Nielsen’s global reach with Marketing Analytics’ expertise and advanced modeling and scenario planning applications, we can drive increased value for our global clients seeking the optimal marketing mix and spending level to maximize their sales.”
Marketing Analytics founder and CEO Ross Link said,”Huge possibilities open up with the integration of our people, expertise and industry-leading software with Nielsen’s vast data assets and broad professional services footprint. We’re joining a great team I am proud to be part of at Nielsen. Together, we can set the standard for helping clients examine what’s possible and what’s best for their marketing mix.”
Brands
Hocco crosses Rs 530cr revenue in two years
Sauce.vc-led Rs 100cr raise values ice cream brand at Rs 2,500cr pre-money as quick commerce hits 20 per cent of sales.
MUMBAI: Hocco has just scooped a seriously sweet milestone crossing the Rs 530 crore revenue mark in just two full years of operations. The fast-growing Indian ice cream and indulgence brand announced it has raised Rs 100 crore in fresh capital led by Sauce.vc. The round values the company at Rs 2,500 crore pre-money and underscores investor confidence in its rapid scale and distinctive India-first approach.
Founder Ankit Chona said the brand’s success stems from solving real Indian challenges extreme summer heat, fragmented cold chains and culturally rooted tastes. “In India, product development doesn’t end in the lab. It only ends when it survives the street,” he noted. This philosophy has produced viral hits such as Aamchi mango ice cream, BIX cake-sponge sandwiches, the Oh cone and culturally relevant collaborations like Haldiram’s Barfi and festive Modak specials.
Hocco currently operates manufacturing facilities in Ahmedabad and Panipat with a production capacity of approximately 3 lakh litres per day, running near full capacity in peak season. The fresh capital will help expand this to around 4.5 lakh litres per day.
Quick commerce has emerged as a major growth engine, now contributing ~20 per cent of overall business and growing nearly 2x year-on-year. The channel has boosted product discovery, increased consumption frequency and helped extend ice cream beyond its traditional seasonal limits.
Sauce.vc founder Manu Chandra said, “At Sauce, we believe that when you chance upon an outlier business, you double down with stronger conviction. We see Hocco as just that.”
With a strong innovation pipeline, deeper distribution and continued focus on cultural relevance, Hocco is entering its third year aiming to capture even more mind space and market share. In a category long dominated by legacy players, this young brand is proving that the coolest way to win is to build for India’s realities, one scoop, one street and one satisfied craving at a time.
