Brands become creative with the customer’s commitment to remain relevant in the midst of a crisis

From application-oriented taxi companies to hotel chains and consumer goods, the brands on the list of insignificant brands have a hard time when the world around them closes its doors. If consumers lose their lives, they also run the risk of being forgotten when they turn away from their previous lifestyle and move towards a more frugal existence. In order to manage the resulting disruption, the group – from Uber and Ola to Swiggy, Zomato and five-star hotel chains – comes into contact with products and services that directly alleviate the current crisis in consumers’ lives or link them to brands that do. While all this helps to maintain the relevance of brands in times of crisis, the Nielsen-India report notes that it also reflects the growing global trend towards a more technologically advanced consumer system.

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Think of the way Uber and Ola found a way to be part of the basic service network. Uber Essential was introduced to facilitate basic travel for the inhabitants of Mumbai and is now being extended to other cities. Prabhijit Singh, Managing Director and Head of Cities, Uber India & South Asia, said In light of the current Covid-19 crisis, we are using our technology and our network of partners to help citizens access basic health services while helping government agencies curb the spread of Covid-19.

Swiggy has updated Swiggy Go with the introduction of the Genie hyper local delivery service in more than 15 cities. It has expanded its activities, supplying food and essential goods to more than 125 cities. The service is offered by local shops and distribution centres of major brands. While the food and commodities category has always been part of our long-term strategy to provide hyperlocal convenience, we have accelerated our growth for the benefit of our customers, said Vivek Sunder, Chief Operating Officer of Swiggy.

Mahindra Logistics also went far beyond its core business by announcing that Alyte, a commercial mobility company, would provide emergency taxi services to people affected by the Covida 19 pandemic. The spokesperson said that a special fleet has been formed to target the elderly, disabled, pregnant women and doctors, nurses and others involved in providing basic services.

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For e-commerce, it was a time when the links between small and new operators and the old Majorca

prosperous. Zypp, a complete application for the rental of electric scooters, cooperates with BigBasket to guarantee the delivery of important articles and food to your home. Zoomcar’s self-propelled mobility platform uses selected vehicles for emergency mobility for front-line staff, including bank staff, healthcare workers and delivery managers. The company has established partnerships with online retailers

such as BigBasket, Grofers, Milkbasket and Apollo Pharmacy for the last mile delivery. In many cities, guest networks and hospitals have joined forces to combat the crisis. Apollo Hospital has about 5000 rooms combined with lemon, ginger, oyo and has also linked them to Zomato to supply food. Pratthap S. Reddy, CEO of Apollo Hospitals Group, said the Kawach project uses technology and innovation to create non-standard solutions to help people. Ritesh Agarwal, founder and CEO of Oyo Rooms, said that the company’s partnership with Apollo Hospitals is designed to ensure that the company exploits its potential to create quarantine facilities with a high level of disinfection per application wherever possible. This is an unprecedented situation that requires all of us to find new ways to work together and seize the opportunity, Mr. Agarwal said.

For all brands that want to remain relevant and contribute to the current crisis, technology is a major asset. A recent report by Nielsen India on the impact of Covid-19 on consumption patterns and brand partnerships also showed that online services and technology tools will become increasingly important. She believes this will be the norm as more and more people are looking for technical solutions to problems or needs that were previously addressed offline.