Swedish start-up Brandie launches in India
today Mar 8, 2019
Brandie, a Swedish start-up that facilitates brands’ social media marketing through micro-influencers, has launched in India and set up an office in Mumbai and Bengaluru. The business has also partnered with a number of Indian brands.
After running operations in the US and Europe for the past six years, Brandie, which was founded by Pranav Kosuri and Douglas Andersson in Stockholm, Sweden in 2013, has opened two Indian offices. The business also partnered with a group of Indian brands for its launch which include Godrej Nature’s Basket, Club Mahindra, Raw Pressery, Bengaluru FC, Pipa Bella, Bhaane, Olive Bar & Kitchen, Yerha, FancyPants, Le 15 Patisserie, and The Bowl Company.
“Before entering the Indian market, we ran isolated tests in closed communities for nearly two years,” the business’ founders told Your Story. “This has been a way for us to evaluate the product-market fit and learn while running live experiments. At the end of 2018, we identified and on-boarded partners with whom we have been working closely.”
The business’ USP is that is focuses on finding “micro-influencers”- social media users with a modest yet engaged following, and pairs them with brands. This allows brands to target their social media marketing to people who would actively engage with the brand instead of using larger influencers for marketing that may have higher numbers but a lower follower-to-customer conversion-rate.
Speaking about the brands they have paired with for the launch, the founders said: “The brands we have partnered with in India are trendsetters and market leaders within their respective verticals. In the process of selecting these companies, our criteria were that partners needed to have a strong digital strategy, a strong brand, and those that we believed could grow their presence on social media. We also looked at brands that have products or services that are photogenic. And, we looked at a variety of verticals: Lifestyle, Food & Beverage, Sports, Fashion, Health.”
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