Godrej L'Affaire Goes Digital
Godrej L’Affaire, a lifestyle experiential platform from 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.
The social commerce initiative 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.
“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," comments Tanya Dubash, Executive Director & Chief Brand Officer, Godrej Group.
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, among others.
