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concentrate on creating eco-friendly products which  ESPANYS harm less the environment. What is Brand’s Business? Brand business is the primary operations of an organization which may be commercial, industrial, or professional activities that are clearly visible to the outside in order to make profit and wealth maximization. Every company can deliberately choose either side as their wish or have a moderate stand in between them. PRIORITIZING BRAND’S BUSINESS Profit and wealth are bloodline or backbone of every business organization. In order to create it, it is essential to stay on the line of business and cut down the unnecessary ooze outs. In the time of pandemic, when most of the ways of income generation are on critical conditions or in halt, management have to take crucial decisions regarding employees, remunerations, suppliers, out of business activities etc. companies may lay off their employees or cut down their salary packages in order to

survive in crisis as income generation becomes  ESPANYS questionable.Organizations had many challenges to overcome like disturbed logistics and supply chain systems, less demand of products and supply of raw materials, lockdown of department stores, maintaining the excess workforce, switching into digital, lack of personal interactions, maintaining work life balance and establishing work from home facility etc. amidst of these taking care of social values and purposes of organizations is tough. So they had to close their eyes towards brand purpose and move on to survive in the pandemic. Several organizations had to give pink slips to their dedicated workforces unconditionally and the other half got cut in their monthly salary. Million dollar companies like Marriot International, the world’s largest hotel business organization; Ola, India’s cab service provider ; Swiggy, food delivery business; Scandinavian Airlines (SAS), Norwegian Airlines, GE, Cognizant, TripAdvisor, Oyo Rooms, BookMyShow, Raymond, shareChat, Zomato and Uber laid off numerous employees temporarily or permanently due to drastic reduction in revenues and frozen operations. Even Trump’s white house has laid certain percentage of their staff. Companies like Walt Disney, general motors, yelp inc, occidental petroleum corporations, Reliance industries,

Sentara healthcare and We Work etc. cut down the  ESPANYS salary of their employees in all levels of management. BRAND PURPOSE IS BIGGER Corona virus is test of the real brand purpose of all corporate that talks much about their values and care towards their employees and customers (society). Many large companies talk about their social purpose and values, public only believe it when companies take sacrificing decision by incurring or not incurring short term losses for upholding their purpose and values. Businesses like Mc Donald’s, coco-cola, Audi and Volkswagen had given clear and significant contributions for social awareness. Logo of Audi separated into four rings, ‘m’ of Mc Donald’s cut into two parts ‘n n’. The automobile giant Volkswagen made a gap in between V and W. Apart from mere logo redesigning, companies like Nike, Amul, Tata Motors, Pizza Hut, and Hindustan Unilever Limited etc. changed their advertising slogans to promote public awareness on

 ESPANYScoronavirus pandemic. Nike’s slogan was “If you ever dreamed of playing for Millions around the World, Now is your Chance. “Play Inside, Play for the World”. While Pizza Hut pointed to Pizza Home. India’s largest dairy product brand published series of comic ads promoting washing of hands and usage of sanitizer. In the same script, corporates like Infosys, ITC, SBI, LIC and Reliance contributed in various ways like contributing to PM Care fund, special discounts on sanitizers and masks for hospitals and frontline warriors, and free fuel to emergency vehicles (ambulances) to survive from common crisis. But all these financial contributions was in follow of announcement of ministry of corporate affairs that all contribution or expenditure made related to coronavirus pandemic will come under CSR activities, which is a compulsory expenses for certain companies having net worth of 500 crores. Measures taken by companies to promote ‘work from home’ can also considered as a positive measure rather than firing them.

 ESPANYSIT companies like Amazon, Face book, Google, cognizant, Microsoft has given work from home facility to their employees to promote social distancing while working. Companies like Lulu Group of Companies maintained same employees with same remuneration even most of them were staying back in home. MD of Lulu says that “their employees were with them in their good time, so they are upholding them in their bad time”this is a pure gesture of brand purpose. In the same time, Walmart, apple, and Microsoft continued to pay in full for their work from home employees. Wellbeing of the workforce is another concern during covid pandemic. People were bothered about different mental and physical retardations due to lockdown and unbalanced work life. Companies help up different motivational and yoga sessions to their employees to restore them. Some of the companies organized outdoor trips after easing of lockdown measures to cheer them up. BRAND PURPOSE IS CORE As brand purpose is the reason behind existence of any organizations, it is mandatory to keep the word. When a pandemic hits, which equally affects everyone for a certain period, it is the duty of these organization to backup the society.

As the purpose of organizations changes, actions can  ESPANYS also be different. Business organizations can help their community in various ways. · Keeping current workforce without lay off · Remuneration payment with or without cut. · Mobilizing funds for public services, · Promote public awareness on the crisis · Create brand communities for social services. · Setup NGOs under organizations or backup any other NGOs. In case of employees, whatever organizations do to them will be remembered for a longer period. It could result in better organizational performance, higher productivity and increased loyalty. Companies can also decide to continue the pay even if at relatively lesser pay. Covering of medical expenses or providing medical insurance is another option. All these actions could reduce cost of rehiring and training when the situation returns back to normal. Brand loyalty and brand purpose are two sides of a coin. Customers will remember their organization’s actions and reactions in the time of pandemic to public. Customers feel proud when their brands do something good for their community and the same customers will feel offended if brand stands idle. As every crisis is a matter of time, it is better to do something for the community for a better tomorrow.

A survey after covid 19 first waves says that, there were ESPANYS huge reductions in company loyalty of specific brands in US because of their negative stand in the time of pandemic lockdown. People don’t expect extra ordinary measures to help their community, but the bold and immediate steps taken to provide their assistance will be remembered. Covid 19 pandemic gave a great opportunity to build their brand image and customer loyalty. Customers would feel proud of their brands helping their community, employees, donating necessities to front line workers and hospitals etc. large corporations can use their online or offline communities in distributing food packets and necessities, setting up free vaccinations camps and other clinics, distributions of PPE kits, masks and sanitizers where they have operations. Companies can use this time to strengthen their bond meaningfully between customers.

 ESPANYSAs several international borders were closed, supply chain of several foreign brands was disturbed and the market was under shortage of those branded products. It gives an opportunity to domestic brands to gather attention of customers to their brands. If a domestic company stands in front of rehabilitation services the public will think about their past decision. Fairoos Mukan [email protected] https://www.linkedin.com/in/fairoos-mukkan-12966aaa

ESPANYS HOW IMPORTANT IS OMNICHANNEL MARKETING? Sometimes, you search for a product on an e- commerce website but due to some reasons, you put a hold on buying it and leave the site abruptly. But after a few hours when you log onto your Facebook account, you will see an ad about the same product that you searched, reminding you to complete the process. The first question that comes to your mind is “HOW”. To know the answer, you must try to understand the meaning and importance of an effective marketing technique called “Omnichannel marketing”. It’s not complicated to understand the term. The first half gives away the entire meaning. “Omni means in all ways and places”. We use this often when we describe god. In this modern world, technology is omnipresent and so is marketing. Omnichannel marketing is the technique of using the digital and/or conventional channels of marketing to send a convincing message and communicate with the customer. Speaking in sales lingo, it is the process of confirming and closing a lead or a prospect, but here, it is referred to as retargeting. You should not confuse it with multichannel marketing, because Omnichannel marketing offers a more personalized customer experience by adapting to the reaction of each customer to other channels.

The importance of ESPANYS Omnichannel marketing is widespread and the technique benefits various businesses in one way or the other. In this article, I will list out five major reasons to that establish the importance of Omnichannel marketing in this modern world. Integration is the best solution: Today, customers make their purchase decisions not only through a single channel. They analyze and decide the best for them, influenced by the communication done by the brand through these channels. That is the main reason for companies to do Omnichannel marketing. Integrating every channel to appeal to customers and convincing them to buy is the best solution for converting half-processed leads. For example, if a regular customer of a brick and mortar store temporarily stops goingto the store, issuing some coupons at their doorstep won’t help. It’s important to communicate with them in the optimal way possible. That’s when the customer membership number registered with the store comes into play. Sending a message to that customer regarding the latest offers provided by the store will motivate the customer to visit

the store again. This happened to my mother who was a ESPANYS regular customer of reliance supermarket. I was amazed at how Reliance was able to pull her back to the store by a text message stating the offer on groceries that they provide. But the point is not about the message that is sent, it is about the technique of integrating the traditional and digital channels. The doctor for doubtful minds: We live in a postmodern society and hence we are bound to be confused. Making a purchase decision is tough. But Omnichannel marketing helps to eradicate the doubts that prevail in the minds of the customers. Through this, the brand can follow the customer and tag along. Whatever sites they visit, the brand comes in the form of an ad. While they switch off the internet, there is a text message that says “please finish placing your order”. At the same time, it shouldn’t trouble the customer. Slowly, the doubt changes into an answer that’s been derived from the efforts made through Omnichannel marketing. Hence, this method can push the customers to leap. Psychological magnet: It is difficult to grab the attention of people nowadays.In the fast-moving world, it’s not an easy task to pull the

the collar of a person to make them stop. This ESPANYS technique will allow having the attention of the brand’s target customer. For example, when you receive a notification from the amazon app, you may not consider it. But when you see an ad for “big billion days” on the newspaper’s front page, you will be curious to open the app and look at the products. That’s the power of Omnichannel marketing. It’s a magnet that attracts you from all sides and a major pillar of strength to a business. The brand becomes unforgettable: After watching TVF’s “Aspirants” or “Kota factory”, whether you remember the story or not, I am sure that you will remember a word- “Unacademy”. Throughout the series, wherever they get a chance, they establish the name of their sponsor.

ESPANYSAfter creating impact through the series, they don’t stop. Then you start seeing about Unacademy throughevery channel (Facebook, Instagram, Newspaper ads) possible. At one stage, you even forget their nemesis (Byju’s). You may not be thinking ofpreparing for competitive exams, but there will be someone you know who will be willing to prepare, to whom you will suggest the app as if you have personally tried using it. Impacting the customer through a virtual platform like Youtube and blendingit with contentpeople love is one of the best channels in the currentworld. Many online and offline brands try to do it through Youtube, FB, and Instagram pages, and even through newspapers, brochures, etc… to make the customer rememberthem forever. The three E’s: Omnichannel marketing is important in many ways to a business. But to be precise, it is Effective, Efficient, and Economical. Due to the synergy that it provides, it can help the company or a business firm, or a brand to

ESPANYSeffectively communicate with the right message and channel. It brings in required results by being efficient and using some software like Bigcommerce, cin7, etc. it will be easy to track the inventory, prices, and the customer’s cart, understand their buying behavior and send them personalized messages. Lastly, it is more economical compared to a single-channel marketing strategy which is less successful. The ROI that this technique provides is higher, and hence it is very significant for many companies. Although the above-mentioned reasons for explaining the importance of Omnichannel marketing are from the perspective of the business, it also benefits the customer by making their buying decisions easier. Nowadays, smartphones and the internet have become an integral part of everyone’s life. Marketers need to try from every platform to attract customers rather than just following traditional methods. At the same time, it doesn’t mean that the conventional techniques are not useful. They help to penetrate the market where people are prepared to avoid any kind of sales communication through the digital medium.

“It’s better to control the technology than to be complaining about it”. Therefore, the synchronization of various channels of marketing will always be a boon to any kind of business or brand. Mageshwar S [email protected] ESPANYS

ESPANYS “VIDEO MARKETING IS KING” If a photo worth a thousand words, then how much more valuable is the video? That’s the basis of video marketing. 87% of online marketers use video content in their digital marketing strategies. If you’re among the remaining 13%, this article is for you. But even if you’re among the 87%, this article will break down the basis and importance of video marketing. What is video marketing? Video marketing is a forward-facing marketing strategy that integrates engaging video into your marketing campaigns to raise awareness, build customer rapport (friendly relationship), promote your brand, services, or products, and boost sales.

Statistics: ESPANYS A.89% of video marketers say video gives them a good ROI. B.83% of video marketers say video helps them with lead generation. C.87% of video marketers say video has increased traffic to their website. D.80% of video marketers say video has helped to boost sales. Consumers response towards video marketing: So, how do consumers respond to video marketing? The online video stats show that they love it. Wyzowl’s research shows that people watch an average of 16 hours of online video per week. And, 84% of people say they’ve been convinced to buy a product or service by watching a brand’s video. According to Google, YouTube reaches more 18- to 49- years age group in an average week than all cable TVnetworks combined. According to Wyzowl, 93% of marketers who use video say that it’s an important part of their marketing strategy. This was 92% in 2020,91% in 2019, 85% in 2018, 82% in 2017,88% in 2016 and 78% in 2015.

Reasons why you need to use video marketing? ESPANYS Why is it effective? A. Businesses believe that video content helps to boost sales. B.It shows great ROI as per the leading marketers. C.Video builds trust. D.Video engages even the laziest buyers. Video vs images: which drives more engagement? As per Statista survey on video content. The results were (almost) evenly split, as 82% of the marketers who responded say they leverage video more so than images, and the remaining18% said the opposite.

Secrets for effective video marketing: ESPANYS A. Focus on stories,not on sales B. Use the first few secondswisely C. Create a catchy way to grab attention D. Upload an interesting thumbnail E. Use humor in video rather than boring content! Conclusion: Video marketing is getting both more affordable and popular these days and is one of the driving forces of content strategy. It can help grow your business regardless of its nature, but creating visual content requires a lot of knowledgeand creativity for engagingwith your target audience.

ESPANYSOpinion: I'm guessing you're feeling a little overwhelmed right now. Don't worry, you're not alone. Video editing and marketing can seem daunting at first, but with a little practice and patience, you can easily produce high- quality content that is unique to your brand. Nishant [email protected] https://www.linkedin.com/mwlite/in/nishu-jain-8a9252196

 ESPANYS IMPORTANCE OF INFLUENCER MARKETING IN DIGITAL AGE The rise of Social Media is to be seen as a tectonic shift in the context of Marketing products to prospects and consumers. The 20th Century’s most commonly used tool for Marketing and PR was the Tele-Vision, which still stands as a strong contender to Social Media Marketing. Though there are many legendary campaigns that TV Marketing has given to us and the nostalgia surrounding it (TVs), Gen Z still seems to prefer Social Media Marketing because it has a “cool factor” and is seen as a successor of TV Marketing. The term “Influencer” came into use in recent years in which many Gen Z joined Social Media platforms (most predominantly Instagram) and also some Baby- boomers too. An Influencer is any person who has expert-level knowledge about a particular product market and can influence his/her followers to buy into the ideas they promote. The Influencers commonly use “Testimony” style endorsements to avail some amount of credibility from their followers.

The main area wherein SocialMedia marketing has an  ESPANYS edge over TVs is the ability to get crystal-clear insights about the target audience, who will buy, and who might just need a nudge. And the people who are just in need of a nudge are the prime targets of these Influencers. The dilemma some still have to buy things online is a real hurdle for the online-only startups that are emerging to compete with the brick and mortar stores. An endorsement by a credible influencer with a strong follower-base makes all the difference. The Case of Selling Mattresses Online Imagine if selling mattresses online might be a lucrative business…… Seems like a hoax? Well, that’s what a few companies in the US have successfully made. Companies like Casper, Leesa, etc., sell premium quality mattresses online with the help of Influencers who have a high rate of engagement. They set out to get endorsements with some bloggers in personal wellness(particularly sleeping) spaceand asked them to write unbiased articlesreviewing their product. The touch-and-feel factor plays a key role in selling mattresses and the millennials who wanted to try out something new and out-of-the-box (pun intended) pushed that to the backseat and jumped all-inon the online mattress bandwagon.

That made all the  ESPANYS sense to these companies which gained considerable market share and has seen revenue growth year after year. Casper even went public and is valued at approximately about $500 Million. The CSO of the company says the surprising Instagram post by Celebrity TV sensation Kylie Jenner drove thousands of clicks to their website. The Kardashian Effect While we are discussing Social Media it is imperative to mention the “Kardashian Effect” a term that I have coined myself.

Well is there anybody who is “famous for being  ESPANYS famous”? Yes…… the Kardashian family is known for the phenomenon, with some of the family members touted as ‘famous person by some media agencies. Vogue even called the family the “Biggest Influencers of the 2010s”. Kim Kardashian and Kylie Jenner (the most well-known members of the family) have about 219 Million followers and 231 Million followers on Instagram respectively. In the context of Social Media Marketing and Influencing, it is important to mention the success of Kylie Jenner and her company Kylie Cosmetics. The company’s rise to fame was ‘meteoric’, the cosmetics (primarily lip-stick kits) were selling like hotcakes because it was promoted by the promoter (Kylie Jenner) herself, and her lavish lifestyle and instagramable look made people buy-in to the hype. The product had a huge demand, even some were reported to be stolen while on shipping.

 ESPANYSThe company had a steady revenue growth and that put the limelight on the founder Kylie, who was announced by Forbes as the “Youngest self-made Billionaire” in 2019 at age 21. Later Forbes released a statement accusing Kylie of forging her financials to claim the title. A Guy and a Can of Cran-Raspberry Nobody, even Nathan himself would not have thought that him skateboarding with a Can of Cran-Raspberry juice might just break the Internet. But that’s what happened exactly, the Tik Tok video posted by Nathan Apodaca who skateboarded to his work because his car broke down on a highway just catapulted him to fame. His “Vibe” was the prime reason the video got so much attention and the video was posted in September when the Covid-19 curve started to flatten in the US. Some even argued that Mr.Nathan’s “lit” attitude worked magic in building some morale among netizens and shifting the

 ESPANYSfocus away from the severity of the pandemic to some extent in a positive sidenote. Ocean Spray the company that made the Cran- Raspberry juice also saw their product getting all the limelight which was just out of the blue and offered Mr. Nathan a Chevy truck as a gesture of amicability. Keep up with the Trend To close this article I want to make some suggestions to businesspeople out there who are hesitant to go online. Be it a medium-sized business operating online or a family-owned business with a strong heritage, it is important to have some degree of endorsements with Social Media Influencers to stay relevant in the rapidly changing business landscape. It is also advisable to consider developing an Omni-Channel presence and appeal to young prospects. Use Social Media tools such as short video tours, collabs, Tik Toks, Unboxingvideos, in-depth review articles to gain some sort of following which really would be a competitive advantage that can save the day. Pravesh [email protected] https://www.linkedin.com/in/pravesh-vijayakumar-36b32520a

 ESPANYS BRAND MARKETING THROUGH THE CORONA-VIRUS CRISIS The havoc created by the coronavirus pandemic has changed the brand marketing strategic framework. The marketing frameworks changed drastically in association with alterations in key performance indicators for brand marketing. The trends changed in a short interval of a few weeks as individuals just transformed into the protection mode which focuses on protecting themselves as well as their family members and team members along with communities and key stakeholders and reducing their vulnerability levels. This is evident from the changes in social media trends via the social media optimization changes vital to brand marketing after the beginning of covid-19 due to government safety guidelines. The brand marketers now do not focus solely on their brand promotion but they focus on promoting safety and hygiene as their brand notion (Balis., 2020).

The social distancing for improving safety is staying  ESPANYS individuals at home to break the covid infection cycle which drastically changed the behavioural trends. This behavioural change is a major aspect that affects marketing channels as the individuals are majorly switching to broadcast systems as well as cable television along with other resources which provided credible information. The shifts in the communication via tech resources is based on seeking more in the way of escapism as well as entertainment as they download gaming apps as well as spend more time surfing social media as well as streaming more movies along with scripted programming. This trend is placing huge pressure on the new marketing channels for transforming the huge market for physical goods to e-commerce platforms (Sobande et al., 2020). Thus the physical goods and supply marketing is being replaced with newer technologies for e-commerce. The cashless behaviour is being encouraged to avoid surface contact and also the inconsistent physical supply of essential goods and groceries as well as medications encourages devising new channels of marketing and focusing more on promotion element of marketing mix element. The behavior changes are majorly temporary due to pandemics but some permanent changes have a huge impact on the buying preferences of consumers. This is because the individuals are moving beyond the current model of survival.

But the trends for digital experience adoption in terms  ESPANYS of brand marketing will not reverse as these people are forced by the circumstances to switch to these newer modes to avoid any chances of infection and no physical medium can be used like pamphlets or newspaper advertisements. Thus, there is a need to immediately help brands to change their marketing trends to keep their consumers safe. The branding trends are now moving towards advertising and promoting the product with empathy as well as transparency without any fraudulent means. The vulnerability status of individuals is now escalating, thus brand marketing strategies must change to reduce their vulnerability which is possible via offering empathy (Sirkeci. 2020). This is being evident from the banking services that have, have waived overdraft fees in recognition of the hardship on their consumers. The expression of brand voice via various marketing companies is meagre and highly delicate. Rational marketing experts determine that the brands

which indulge in exploiting their consumers for huge  ESPANYS money in this crisis will not survive in the long run. Brand marketing must be changed to develop new strategies. This helps in reducing the vulnerability of customers and do not focus on the monetary aspect for business expansion. Also, false claims cannot be put forward in brand marketing as this will ultimately affect the brand value as we as market image and in this vulnerable time. The volatile shifts in market trends are on the peak as consumers immediately shift to options that are based on humanitarian core values to help in reproducing sustainable developmental frameworks for the human population. Another major aspect being analyzed is the utilization of various sources of media in increasingly agile ways. The marketing experts explore innovative ways of delivering creative messages encoded with social distancing and breaking the infection chains which is well suited for the changed circumstances. They devise quick responsive operating models in their internal frameworks as well as associated agencies (Khan., 2020).

 ESPANYSThe marketing channels in the present-day pandemic will have access to remote production as well as creative capacity which will evolve in the time of crisis. This evident from the tag lines of various brands who immediately shifted from explorers to internal reflection which clearly emphasize the fact that social media influencers are now playing inside and working on improving health by internal gym workouts rather than indulging in outdoor activities. Also, brand marketers focus on transforming the media mix due to change in media platforms used by consumers which are creative yet thought-provoking agenda for such quick changes. Also, brand marketing is nowadays associated with the promotion of social wellbeing and more and more brands associating themselves with a social cause.

 ESPANYS The need of the hour is to devise innovative transformation for improving employment related to minimizing coronavirus epidemiology in the existing setups. This is about giving up things for free rather than focusing on commercial upliftment and monetary gains. Also, brand marketing is focusing on promoting positive content and feel healthy and safer via communal integrity will ultimately help in improving brand image. The commercial purposes must be kept aside as the consumers can judge generosity as well as the true spirit of social work done by huge organizations (Boudet et al., 2020). An additional aspect is tracking the changing behavioural trends in humans at regular intervals of time and gain insight into the real-time situation in various communities. Brand marketing must be focused on cultural competence and cultural awareness to reduce the vulnerability of certain minority communal groups. Close observation of consumption via company dashboards and investing in chat boxes are vital for combat the coronavirus crisis and remain compliant with increasing needs in people. Sourabh. K, [email protected] https://www.linkedin.com/in/sourabh-k-196798146/

ESPANYS ALL ABOUT NITI AAYOG’S WOMAN ENTREPRENEURSHIP PLATFORM Entrepreneurship has been considered to be a male- centric activity since long, especially in developing countries. While on one hand, women were subject to continuous oppression in their domestic household, they also suffered from lack of opportunities in setting base for entrepreneurial activities. The toxic patriarchal society combined with the lack of women’s liberation further created a barrier between women and their career aspirations. NITI Aayog has played a revolutionary role in the ensuring the empowerment and liberation of women in the economic sphere through the establishment of their Woman Entrepreneurship Platform. As the name suggests this platform created a niche for budding women who were interested to set up their own business and could not do the same because of various socio- economic issues. While on one hand, the WEP helped in the economic liberation of women by providing them with all the required assistance, it also changed the global discourse on entrepreneurship characterized by the dominance of men in the sphere.

What is WEP ESPANYS WEP, referredto as Women Entrepreneurship platformaimed at resolvingthe various issuesfaced by women in the field of entrepreneurship. Thus, issues related to lack of investment, lack of capital and the like were resolved by this platform. This platform was based on three principle pillars- The ichcha shakti- ichcha in India refers to the interests or the will of doing something. This pillar of thought therefore focuses on maintaining the interests of women and encouraging the same for development of women entrepreneurs. This is one of the key principles of the platform as it pledges to encourage women, especially from the lower income group so that they are able to earn and be self sufficient. The gyan shakti- gyan refers to knowledge. Therefore one of the sole aims of the platform was to provide sufficient assistance and knowledge to women entrepreneurs so that they areable to understand the variouskey concepts of entrepreneurship.This principle is highly beneficial for most budding women entrepreneurs who lack adequate knowledge about setting a venture of their own.

ESPANYS Mentoring women and helping them to understand the key concepts of business not only help them in setting up their venture but also ensures their socio-economic liberation.The karma shakti- karma, or work focuses on providing a helping hand to the women entrepreneurs so that they are able to run their venture efficiently and without any hindrance. Women entrepreneurs might often face acute shortage of workforce or the lack of obedience amongst them owing to the inherently constructed superiority of men in society. as a result having a female boss might often lead to shortage of workers in their venture. Thus, providing them with adequate helping hands help women to run their ventures successfully and without any delay in their projects. Key benefits One of the major issues faced by women entrepreneurs is the lack of investors interested in their ventures. This is because the investors constantly doubt the credibility of women in our society. However, the WEP has provided sufficient solutions to these issues. As a result,as a part of WEP, women are able to get free credit facilities, easy loans, partnering opportunities with private firms and the like. Apart from these the WEP also provides considerable assistance by mentoring women entrepreneurs to refine their business idea and also provides expert advice on the same.

NITI Aayog also makes the platform a healthy place to ESPANYS learn as it urges women entrepreneurs to share their journey with the budding ones as a mode of constant encouragement and inspiration. Eligibility criteria Eligibility to the WEP can take place in two ways. Firstly women who have just begun with their start up or have an idea of a business venture can participate in this platform. Secondly, NGOs or organizations who are willing to provide assistance to these women entrepreneurs can also participate in the platform in order to help the women in receiving adequate assistance. In both these cases, the women or the organizations can fill up a form released by the platform and be a part of the same Conclusion It is evident that NITI Aayog’s initiative in setting up a Women Entrepreneurship Platform has helped in encouraging women to start up their own business ventures. While on one hand this has ensured the economic liberation of women whereby they are able to have an income of their own, it has also changedtheir social positionin their domestichouseholds.

ESPANYS As a result,this initiative has played a key role in ensuring women empowerment and also in supporting the business ideas of women. Additionally the platform has also reduced the gender binary persistent in the sphere of business and entrepreneurship by guaranteeing greater inclusion of women in this sector. Thus, both as an economic policyas well as a social-welfare scheme, the position of women in India has been considerably strengthened with the development of this platform. Sourabh. K, [email protected] https://www.linkedin.com/in/sourabh-k-196798146/

HOW TO BE MORE CONFIDENT Entrepreneurs need the confidence to lead and inspire. Here are some mental hacks that'll boost your confidence and generate greater success. As Entrepreneur, it can be challenging to be confident when there are so many variables that go into making your business a success. You might think that once you’ve achieved business success that it will give you a  ESPANYSconfidence boost. In reality, though, confidence in yourself and what you can accomplish is what will help you become successful in the first place. Considering that the life and work of an entrepreneur are about constantly pushing boundaries and going beyond your comfort zone, staying confident is easier said than done. It's easy for self-doubt to set in the minute something doesn't go as planned or someone tells you \"no\" or \"it can't be done.\" It's your confidence that helps you push forward, say \"yes\" to the opportunity and prove that it can be done.As the leader of your startup or company, working on your self-confidence is a vital part of your personal development and leadership growth.

Confident people who are leaders can influence others  ESPANYS and get them to believe in the same vision. However, low self-confidence remains a key challenge for many entrepreneurs. Some points to check, 1. Don't listen to self-limiting beliefs Whether they were instilled in us by parents or other adult figures in our lives, our limiting beliefs might have convinced us to focus on what we can’t do or what might never be possible. Remember, though, that at one time we were enthusiastic children who believed we could be or do anything! Wherever possible, it's important to quiet those negative thoughts that are providing reasons why you can't do something. Instead, take on an uncomfortable situation or try something new and see what happens. Should you succeed at it, you can permanently shut down many self-limiting beliefs. 2. Talk yourself out of negative self-talk Negative thoughts do damage to confidence, but you can boost your self-esteem by using positive affirmations to transform your mindset. There is a lot to be said about the power of positive self-talk as a way to work past .

challenges and barriers, including those you put in front  ESPANYS of yourself. You can talk yourself out of fear, self-doubt, and fixation on past mistakes by reminding yourself of your capabilities and accomplishments. These \"pep\" talks can also help you work through a challenge by reflecting on what you can do or how you can find a possible solution. Through proactive discussions with yourself about what can be done, you stop focusing on the fear that you won't be able to solve a problem. 3. Counter negative thoughts with positive ones A lack of confidence often originates from negative thoughts that chip away at us. These thoughts destroy our self-image and self-worth. They are not easy to get rid of, either. To do so, you will need to stifle each negative thought with multiple positive thoughts. Have positive affirmations ready to say to yourself or out loud. Reflect on each positive notion before saying or thinking another one. Don't think of it as ignoring or suppressing negative thoughts, because they will still be there to take a swipe at your self-confidence later on. Instead, acknowledge the bad thoughts and lack of self-confidence before replacing them with an inner dialogue composed of positive ideas, including your accomplishments and capabilities.

4. Confidence starts with you Becoming more confident starts and ends with you, because you can make decisions and choices. Reminding yourself that you can choose to be confident goes a long way toward actually being confident. Once you start believing what you tell yourself, confidence levels can rise along with success, happiness and satisfaction. B. Asish,  ESPANYS 1st year MBA [email protected] LinkedIn: https://www.linkedin.com/in/asish-b-ba52a7137

ESPANYSINSPIRING ENTREPRENEURIAL YOUNG MINDS As per Times of India, \"More than 70% of Startup founders in India are under the age of 35\". Millennials have the entrepreneurial spirit that drives them to make decisions which the previous generation feared to even think about. They are here to break the basic 9 to 5 work schedule or job pattern. They refuse to slog their bodies up the corporate ladder but most importantly they refuse to work under someone while they set ablaze their passions. Being \"lazy\", as dubbed by the generation before them, has come as a boon for some millennials. The orthodoxical would argue otherwise because according to them a 9 to 5 job is what is ideal. They associate these jobs as a symbol of a person's standing in society irrespective of the fact that whether or not there is \"job satisfaction\". The attribute of the millennials to do something different, to fear oblivion is what sets into motion that they always deemed to be settled and at peace emotion of conviction hidden in the brave hearts of these deemed to be slothful individuals!

Finding quick solutions to a problem and the desire to ESPANYS make life a little less complicated serves as a birthing ground for subtle yet innovative ideas. The power of not wanting to strive for something as simple as hailing a cab led to one of the most groundbreaking Startups of all times! Uber and Ola cabs. It is said that if someone is not laughing at your ideas you are probably doing something wrong. A startup faces 1000 rejections before 1 acceptance and that changes everything. A simple idea of online retailing, which came as a nightmare to many progressed to be one of the most successful startups of India, Flipkart. “An idle mind is no longer a devil's workshop but a brewing pot of ideas.” Entrepreneurship is what bridges the distance between a need and how to get it with the least possible effort. The art of maneuvering along with the ever progressive technology is what sparks great ideas in the minds of the millennials, which people who settle for the usual are not capable of doing. \"Today's generation wants everything on the click of a button,\" says Vijay Shekhar Sharma, CEO of Paytm, at the AMFI summit 2018.

Today the millennials have the power to combine their ESPANYS ideas and technology to create a market disrupting product. These slothful individuals may seem like dormant volcanoes but you never know what's broiling in the lava of their brain. Indu Manoj, 1st year MBA LinkedIn:https://www.linkedin.com/in/indu-manoj-1b7098207

 ESPANYS HOME BUSINESS IDEAS YOU CAN START DURING THE LOCKDOWN. Running a business during the Covid pandemic is quite worrying. Many lost jobs and the economy has seen quite a hit. Businesses have suffered huge losses and people have lost their jobs because of the massive economic slump caused by COVID 19. Millions of companies, including startups, entrepreneurs, enterprises, and organizations, bear the coronavirus outbreak’s brunt. Well creating your opportunities is the one way to cope up with the lack of opportunities. As long as you can channel the right profession and invest in a small business idea, you will be able to grow. Now you might start thinking about things like renting commercial real estate, commuting to an office, or managing employees. But with the rise of home businesses, more and more people are discovering ways to use remote work to pursue entrepreneurship, with their business headquartered at home.During the lockdown, a majority of people have indulged in baking. It sure has planted the seed of a new home-based business opportunity that anyone could consider

The investment for this home-based business idea is  ESPANYS quite less and you can promote your business with utmost ease, thanks to social media. It is easily one of the best ways to start something big. Do you have a skill that might benefit someone? Can you tutor someone to learn a new skill that would benefit them? If you're good at what you do, don't hold back your knowledge! Let the world learn from you! From math tutoring to arts and craft classes, there are many courses that you can take up on social media and get paid for it too. Sure, it might be tough to start as getting the number of views and traction could take some time. However, once you have managed to surpass this hurdle, it will be easier for you to get more participants who wish to learn from you. Another business idea is delivery services. There has been a massive spike in the need for delivery services.Manpower to transport essential goods from places to people has become a necessity. There has been a dearth of employees in this sphere as many have returned to their hometown to be with their families while the world tackles the pandemic.

But if you and a bunch of your pals have enough  ESPANYS vehicles and can connect with vendors, it sure seems like a good business idea that wouldn't require a massive investment. All you would need for this small business idea is to get the right vendors and enough manpower for the transportation of goods. If you’re a maker yourself, consider turning that hobby into a business. Even if you have to create your products elsewhere in a studio, commercial kitchen, or workshop you may be able to store and sell them in your own home. When you can control nearly every aspect of the products you sell, you can make them more cost-effective, improve their quality, or cater to a certain audience by targeting demand in the market. A home-based business in today’s world is simply a remote-friendly business where technology can close the gap between you, your suppliers, your employees, and your customers. Altogether, this is a home business opportunity to start small, grow nimbly, and invest conservatively especially when you can cut out the costs of renting an office.

 ESPANYS As you would when starting any type of business, think carefully about your goals, what motivates you, and what you enjoy working on to create a home business that works for you. Arundhathi, 1st year MBA LinkedIn: https://www.linkedin.com/in/arundhathy-pramod-kt-914ba2189

ESPANYS WHY ENTREPRENEURSHIP IS TRENDING ALL OF SUDDEN? Changing Demographics create Entrepreneurial diversity, Entrepreneurship has been growing in importance and awareness for at least the last decade. The big driver for this is the increasing application of technology and data in business which increasingly enables winner take most (if not all) market share in an increasing number of markets. The consequences of this is that Firstly, big establish firms tend to be locked into existing business models and find the preservation of existing revenue streams, and Secondly, these big firms get disrupted by startups who, unencumbered by legacy, are able to move much more nimbly to meet customer needs and then exploit technology to scale. Tech-driven businesses create winners that are extremely good at scaling and creating concentrated wealth. This is newsworthy and hence we are seeing a lot more popular media about entrepreneurship. There are more youngsters who are looking to get rich quick through entrepreneurship. (Starry eyed young looking to change the world)

There are more mature persons than ever looking ESPANYS towards entrepreneurship to build a sustainable career and escape the corporate world. (Middle age career crisis) Some specific trends that are spurring the entrepreneurship appeal - 1- internet and technology is increasing the speed companies are built. Entrepreneurs believe they may build something worthwhile faster than ever. 2- people want to have a life with more satisfaction. Especially true for entrepreneurs. 3- Internet has made the world flat so you may work from anywhere and provide solution to any part of world. 4- The uses of AI and ML are squeezing jobs, so people are looking towards entrepreneurship surely. (AI is eating jobs at least in short term for sure!) Entrepreneurship is all time trending! Because, they create jobs, build products that changed our lives, and they drive our economy. Indu Manoj, 1st year MBA LinkedIn: https://www.linkedin.com/in/indu-manoj-1b7098207