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 has listed over 40 lifestyle brands including Godrej as well as external non-competing one’s. Started on February 14, the brands are 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.”