Brands
Purna Gummies products are known for their appealing taste and chewy texture
Mumbai: Revolutionizing healthcare, Purna Gummies, a prominent nutraceutical company based in India, is making wellness irresistibly delightful. Their adorable bear-shaped gummies are not just a treat for the taste buds but a powerhouse of essential vitamins and minerals.
Established in 2021 in New Delhi, Purna Gummies is the only vertically integrated brand in the gummies market. With a commitment to innovation, quality, and customer satisfaction, they are on a mission to make healthcare enjoyable and accessible for all.
Indiantelevision caught up with Purna Gummies founder Dr Archana Gupta. With a distinguished medical background specializing in Gynecology, Dr. Gupta. Supported by her family’s expertise, she pioneers the creation of delicious and nutritious bear-shaped jelly gummies, revolutionizing the nutraceutical industry with her vision for accessible and enjoyable wellness solutions.
On the Purna Gummies officially launching and introducing to the market
Purna Gummies was officially introduced to the market in 2021. Ever since its inception, we have been proud to bring our products to the market to make a positive impact on the well-being of our customers.
On Purna Gummies’ USP
There are a few USPs of our novel manufacturing technology that I would like to highlight.
a. Our new technology of oil coating the gummies gives the product a smooth texture, without any rough coating of starch, sugar, or sour acid.
b. The gummies are manufactured using the Delayed Heating Method which ensures that the gummies have uniform moisture chewiness and softness throughout.
c. Our core competency is taste and presentation. We’re able to achieve bright lively colours and gummies without any bitterness.
On Purna Gummies leveraging AI in the development and formulation of its products
We use the power of artificial intelligence to enhance taste and maximize the effectiveness of our products, differentiating us from other gummy brands. The delicate balance required in formulating nutraceutical gummies is achieved through advanced analytical capabilities provided by AI. By processing vast amounts of data related to ingredient interactions, nutritional science, and consumer preferences, AI enables us to optimise formulations with unprecedented accuracy. This data-driven approach ensures our products are not only scientifically sound but also align with the evolving demands and preferences of our consumers, resulting in a uniquely satisfying and effective gummy experience.
On the Purna Gummies utilising advertising and media strategies to enhance brand visibility and expand its reach to a broader audience
We employ a comprehensive approach to enhance brand visibility and expand our reach to a broader audience. Influencer marketing plays a pivotal role as we collaborate with influencers to showcase the benefits of our products authentically. PR and media coverage further contribute to creating awareness and credibility. Our strong social media presence ensures continuous engagement with our audience, fostering a sense of community. Additionally, product sampling allows us to provide firsthand experiences, building trust. Through these advertising and media strategies, we aim to establish a widespread presence, connecting with diverse consumers and making Purna Gummies a household name.
On the ways the brand adapting its social media strategy to align with evolving trends and changes in the digital landscape
To adapt our social media strategy and align with evolving trends and changes in the digital landscape. Purna Gummies embraces several key approaches, they are as follows:
1. We keep track of the emerging platforms and trends.
2. Staying updated on social media algorithm changes.
3. Encouraging user-generated content.
4. Leveraging influencer marketing trends.
5. Embracing visual and interactive content formats.
6. Using data and analytics to optimize strategies.
7. Experimenting with new features and trends.
8. Maintaining authenticity and transparency.
On observing any notable trends or shifts in consumer preferences toward gummy products
Certainly! There has been a noticeable and positive trend in consumer preferences towards gummy products in recent years. Here are some key observations:
Health and Wellness Focus: Consumers are increasingly prioritising health and wellness, and gummy products often align with this trend. Many consumers perceive gummies as a fun way to incorporate beneficial ingredients like vitamins, minerals, and supplements into their daily routines.
Convenience and Accessibility: Gummy products offer convenience and accessibility, especially for individuals with difficulty swallowing pills or capsules. They provide a convenient alternative that is easy to consume on the go, making them popular among busy lifestyles.
Variety and Customization: Purna Gummies has responded to consumer demand by offering a wide variety of gummy products catering to different dietary needs, preferences, and lifestyles. This includes options for vegan, gluten-free, and sugar-free gummies, as well as formulations targeting specific health concerns.
Taste and Texture: Purna Gummies products are known for their appealing taste and chewy texture, which enhances the overall sensory experience. This makes them enjoyable for both adults and children, contributing to their popularity across diverse demographics.
Social Media Influence: Social media platforms have played a significant role in popularising gummy products, with influencers and wellness enthusiasts often endorsing them as part of their daily routines. This exposure has helped increase awareness and drive consumer interest in gummy supplements and snacks.
Innovative Formulations: At Purna Gummies we are continually innovating and introducing new formulations and flavours to keep up with consumer preferences and market trends. This includes incorporating trendy ingredients, such as CBD or adaptogens, into gummy products to appeal to health-conscious consumers.
Overall, the positive trend toward gummy products reflects a growing consumer appreciation for convenient, enjoyable, and health-promoting options in the market. As manufacturers continue to innovate and respond to consumer preferences, the popularity of gummy products is expected to further increase in the coming years.
On whether Purna Gummies engaged in influencer marketing on social media If yes, how are influencers selected, and the role that they play in promoting the brand
Yes, at Purna Gummies, we actively engage in influencer marketing on social media as a key component of our strategy. Influencers are selected based on various criteria, including their alignment with our brand values, target audience relevance, engagement metrics, and authenticity. We seek influencers who genuinely resonate with our wellness-focused products. They create engaging content, share personal testimonials, and highlight the unique features of our products. This collaboration helps us reach a wider audience, build trust, and establish a genuine connection with consumers through the influencer’s credibility and reach on social media platforms.
On the ways digital marketing facilitates the integration of Purna Gummies into e-commerce platforms
To seamlessly integrate Purna Gummies into e-commerce platforms, we focus on using digital marketing strategies that embrace technology across various aspects of our business. Our commitment to cutting-edge technologies, including AI-driven solutions, optimizes product formulations with enhanced accuracy and precision. This agility allows us to swiftly respond to emerging health trends and consumer preferences. We harness the power of digital platforms for marketing, employing social media campaigns and forging influencer partnerships to establish a robust online presence. Exploring immersive technologies like augmented reality (AR) or virtual reality (VR) enables us to provide unique and interactive experiences for our customers, enhancing the e-commerce journey and fostering brand loyalty.
Brands
Uber launches hotel bookings feature in partnership with Expedia
From hotel bookings to room service at your door, the ride-hailing giant is making its boldest push yet into everyday life
CALIFORNIA: Uber is done being just a taxi app. At its annual GO-GET product event, the world’s leading mobility and delivery platform unveiled a sweeping set of new features designed to plant itself at the centre of how people travel, eat and shop, hotel bookings included.
The headline move is a partnership with Expedia Group that lets Uber users in the United States book hotels directly within the Uber app, with access to a catalogue that will eventually grow to more than 700,000 properties worldwide. Uber One members get 10 per cent back in Uber One credits on all hotel bookings and savings of at least 20 per cent on a rolling list of more than 10,000 hotels globally. Vacation rentals from Vrbo, Expedia Group’s home-rental brand, will be added later this year. The partnership is expected to expand beyond the United States. From June, Uber rides will also be integrated directly into the Expedia app, with push notifications sent to travellers ahead of hotel check-in to book discounted Uber rides for the duration of their stay.
Dara Khosrowshahi, chief executive of Uber, framed the expansion in terms of the modern condition. “Uber is becoming an app for everything, helping people go, get, and now travel all in one place,” he said. “We’re all living through a moment of real cognitive overload: too many apps, too many decisions, too much noise. At the end of the day, our job is to help people reclaim their time, spending less of it managing the logistics of life and more of it actually living.”
Ariane Gorin, chief executive of Expedia Group, struck a similarly ambitious note. “Travel should feel effortless, and this partnership gets us one step closer to offering a seamless traveller experience,” she said. “By connecting our two-sided marketplace with Uber, we’re bringing Uber rides directly into the Expedia app and Expedia Group’s lodging inventory into the Uber app through our Rapid API technology. Together, we’re helping travellers spend less time planning and more time enjoying the journey.”
Beyond hotels, the product announcements come thick and fast. Travel Mode, available within both the Uber and Uber Eats apps, offers curated recommendations on local favourites, tourist destinations, OpenTable restaurant reservations and on-demand delivery to hotel rooms. Uber One International means the membership programme now works globally, allowing members to earn credits on rides abroad that can be redeemed once back home. A new Shop for Me feature lets users request items from any store, even those not listed on the app. Eats for the Way allows riders in select cities booking an Uber Black or Uber Black SUV to have a drink or snack waiting for them in the car. Voice Bookings, powered by artificial intelligence, lets users book a ride conversationally, without touching their phone. And a redesigned One Search bar consolidates results for places, food and items across the entire Uber platform in a single query.
Uber has now logged more than 72 billion trips since it launched in 2010. The question it is now answering is what comes after the ride. The answer, apparently, is everything else. Whether users want a hotel in Paris, a coffee in the back of a car or a snake plant from the local garden centre, Uber would very much like to be the one to provide it. The app economy’s land grab has a new front-runner.
NOTE: The image used is AI generated and only for representational purposes.
