Mumbai, 11 February: Godrej
L’Affaire, a lifestyle experiential platform from conglomerate Godrej Group, forays
into social commerce, through which lifestyle brands will be plugged in content
on its social media assets enabling consumers to make direct purchases from
brands. For this, L’Affaire will list over 40 lifestyle brands including Godrej
as well as external non-competing one’s. Starting February 14, the brands will
be featured under #LiveItUp sale as part of a larger digital lifestyle
experiential by L’Affaire on social media platforms like Facebook and
Instagram. The #LiveItUp sale ends on February 28.
The
social commerce initiative by Godrej is a pilot project where Godrej L’Affaire is
set to become an enabler platform for lifestyle brands. It will facilitate
meaningful engagement of Godrej and external lifestyle brands with consumers
through live streaming sessions, exclusive web content featuring prominent
personalities, user-generated content (UGC) through unboxing experience, flash
contest and sales. In doing so, the brands will offer the most exclusive
digital deals to patrons across categories of food, fashion, beauty, retail,
footwear, home décor and interiors, appliances, baby care, personal care, hair
care, health and hygiene, wellness, jewellery, among others.
Commenting
on this move, Tanya Dubash, Executive
Director & Chief Brand Officer, Godrej Group, said, “While at a nascent
stage, India’s social commerce market is expected to grow exponentially in the
coming years. We are leveraging Godrej L’Affaire to facilitate a
direct-to-consumer exposure for lifestyle brands on social media along with brand
awareness and engagement. It is our attempt to understand the potential of this
next frontier of e-commerce. The learnings from this pilot will be valuable and
enriching for all 40 brands including the complimenting external brands."
Godrej
aer, Godrej Professional, Goodness Me, Godrej Security Solutions (EVE Home
Camera, Home Lockers, UV case), Godrej Locks (Advantis, Pentabolt), Godrej
Appliances, Script, Godrej Interio, India Circus, BBLUNT, Godrej Expert,
Cinthol, Godrej Protekt, Godrej HIT, Godrej Yummiez, Godrej Real Good Chicken,
Godrej Jersey, Godrej Veg Oils, Godrej Interio Kitchen, SKIDO by Godrej, Goodknight,
Godrej Properties and Godrej Housing Finance, are some of the Godrej brands
which will be featured during #LiveItUp sale.
Godrej
Group has decided to support homegrown Indian brands with the #LiveItUp sale.
These lifestyle brands include Park Avenue, handpainted designer bags Paul
Adams, luxury pret brand MxS, Vikram Phadnis Clothing India, online
retailer Redesyn, footwear etailer MY|RA, handcrafted apparel & accessories
brand Okhai, Isharya Jewellery, Reneé Cosmetics, organic nutrition brand
Wellbeing Nutrition, Fantasie Chocolate, Bombay Island Coffee, Storia
Foods & Beverages, takeaway restaurant Varun Inamdar’s Mumbai Local
Tawa, South Street - South Indian Comfort Food and Shuk Bombay -From the
streets of Tel-Aviv to Bombay! among others
Commenting
on the association with Godrej L’Affaire, Shweta
Bachchan Nanda, Founder and Designer, MxS, said, "The design sensibilities
of MxS is aimed to appeal to everyone who is fashion forward. This is in line
with what Godrej L’Affaire represents and is an ideal lifestyle partner for us.
Social commerce is a crucial area for fashion brands like us to engage
customers effectively. Godrej L'Affaire's social commerce feature will further
reinforce its position as a social hub for brands to integrate content along
with the best deals on premium lifestyle brands."
"We're ecstatic about the association
with Godrej L'Affaire for its fifth edition as this platform has carved out a
niche for itself in the space of lifestyle and luxury. We would like to take
this opportunity to introduce to the audience our 100% Natural Tender Coconut
Water and recently added immunity booster beverage, Turmeric Latte in the
portfolio. With Storia, we want to bring people together to build a
nutritionally stronger nation by inspiring a healthier lifestyle through
innovative drinks and foods in a disruptive yet sustainable way” said, Vishal Shah, Founder and
MD, Storia Foods & Beverages Pvt Ltd.
Aashka
Goradia Goble, Co-Founder, RENEE Cosmetics, said, “We are glad
to have a chance to showcase the innovations of RENEE Cosmetics with Godrej L'Affaire.
The unique experiential platform is ideal for paving a way for new ideas &
startups, and it's wonderful to be able to tap into a host of consumers looking
for trend-breaking experiences.”
"Godrej L'Affaire is a confluence of
several cosmos of food, fashion and lifestyle. This year it aims to re-frame
brand agnostics retail with the lens of social commerce. I am humbled and
honoured to partner for its fifth season to tickle all your senses of taste
with Varun Inamdar's Mumbai Local Tawa." added two national award winning chef and chocolatier Varun Inamdar.
Godrej
L’Affaire was created by Godrej Group in 2017 as lifestyle platform, having an
annual onground experiential event supported by year-long digital
amplification. Instead of an onground event, this year, Godrej L’Affaire is
going digital to celebrate the spirit of lifestyle over a fifteen-day period on
platforms like Facebook and Instagram. #LiveItUp sale is one of the key
highlight of this India’s coolest lifestyle affair. Visit Godrej L’Affaire by
clicking https://bit.ly/3r8llIB
About
Godrej Group
Established in 1897, the Godrej
Group has its roots in India's Independence and Swadeshi movement. Our founder,
Ardeshir Godrej, lawyer-turned-serial entrepreneur failed with a few ventures,
before he struck gold with a locks business. Today, we enjoy the patronage of
1.15 billion consumers globally across consumer goods, real estate, appliances,
agriculture and many other businesses. In fact, our geographical footprint
extends beyond Earth, with our engines now powering many of India's space
missions. With revenues of over USD 5 billion we are growing fast, and have
exciting, ambitious aspirations. For us, it is most important that besides our
strong financial performance and innovative, much-loved products, we remain a
good company. About 23 per cent of the promoters’ holding in the Godrej Group
is held in trusts that invest in the environment, health and education. We are
also bringing together our passion and purpose to make a difference through our
Good & Green strategy of 'shared value' to create a more inclusive and greener
India. At the heart of all of this, are our people. We take much pride in
fostering an inspiring workplace, with an agile and high performance culture.
We are deeply committed to recognizing and valuing diversity across our teams.
For more information on the
Company, please log onto www.godrej.com
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