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I am a member of the Mulund Kvo education committee. Kvo Stands for Kutchi Visha Oswal. Since I did digital marketing the authorises gave me the responsibility to make the above flyer. The above flyer is made for the registration of students for career seminars and aptitude tests. The first flyer which I made is live on the community website. There-after there were a lot of changes for marketing on WhatsApp and the result is the above website.

Brand - Nescafe Event- Mother's day Description- This was the group activity assigned to us at IIDE. We were a team of 7 people and each one of us contributed to the making of this presentation. My role- I conveyed this idea to the team and made the whole presentation. I coordinated with the team members to get the resources and place them in the presentation. Though some changes were made by some other members, 90% of the work of the presentation was done by me. Here, is the video. Please watch till the end: Concluding speech which I spoke- Thank you, Sweta for your wonderful explanation. We have developed a website for you all. Scan this QR code and order your fav coffee from our website. Heading towards the conclusion part, 11-12 years ago, when I was in secondary school, Nescafe cup was so popular that I used to buy coffee from Kirana shop for that cup. Today, though such a craze is not there, the craze for Nescafe coffee is increasing. Even today, if I see out, from my window, I can see the stall of Nescafé, “the free trial coffee?” How many of us have tried it at least once? Almost everyone. Do you remember Disha Patni’s advertisement, for the school uniform once? Everyone does it. The recent one, For the Moments that Matters. It was an emotional ad, it focused on family. That’s what is Nescafe’s marketing strategy. Today, Nescafe is available on the big basket, Amazon, etc. But we also created one e-commerce website, where you have the option to order Nescafe coffee. We made the campaign for our Instagram and Facebook page for lead generation, of course we did not really campaign by adding budget and bid. We also made poems, we used songs and videos which are really heart touching and enough to connect everyone, emotionally, with the brand. Each one of us respects our mom, isn’t it? So, share your experience and photo of having coffee with your mom with us, and we will post it on our Instagram handle. Last but not least, On the behalf of the team, I would like to thank IIDE for this wonderful topic and emotional event. Special mentions, to all team members for their hard work, dedication and keeping motivation throughout. Thank you!

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In this blog, we will elaborate on the marketing strategy of Flyrobe, which is India's first and largest fashion rental service store chain. The objective of this blog is to drive you through insights into how Flyrobe became India's largest fashion rental service store. For the company to acquire customers, digital marketing is a key focus area. As users across the world go digital, marketing has followed them into the digital realm as well. Flyrobe's marketing strategy will be fully covered in this blog. But before we begin our deep study, let us start by learning the company’s story, STP, marketing campaign, social media marketing, etc. About Flyrobe Flyrobe is like a wardrobe for you. It allows you to purchase designer clothes on rent for any occasion of your choice. This start-up was founded by three IIT Bombay colleagues: Shreya Mishra, Pranay Surana (Co-founder and COO), and Tushar Saxena (Co-founder and CTO) in 2015. Tushar Saxena had expertise in the IT domain, and hence, he developed an app that was launched in September 2015, followed by the launch of the website in October 2015. As mentioned earlier, Flyrobe was incorporated in 2015. But after that, it went through a Series B fundraising round on September 7, 2018, where it raised $3.71 million from Sequoia Capital. It was discovered by them that consumers pay heavily for branded apparel, which they are going to use only once or at most twice. Hence, they came up with the idea of Flyrobe- your on-demand wardrobe. As of December 2021, the customer base of Flyrobe had reached 1 million. Have you observed one thing in common between both companies? The founder and current CEO of the company are both females. This shows the empowerment of 'women entrepreneurship in India.' It also shows that it was originally launched to dress women in India and make them more beautiful. Given below are some quick stats about the company: Marketing Strategy of Flyrobe: 1. STP- Segmentation, Targeting, and Positioning ● Segmentation: ➔ Flyrobe offers various types of apparel on rent, like western wear and ethnic wear. It also offers various accessories like bags, watches, jewellery, and sunglasses for rent. ➔ It has huge and different collections of wearables and accessories for women, men, and kids. ➔ This business follows a B2B and B2C model. ➔ The price range of the products offered by the company varies from low to mid-priced to premium, depending on the budget of the consumer. ● Targeting: ➔ Flyrobe targets those populations who are at the early stage of their career and desire to wear formal wear and those who attend semi-formal and informal events but don't have the budget to purchase new & expensive clothes for every occasion. ➔ Normally, the age group ranges from 17-26 years old and 20-40 years old. ● Positioning: ➔ Flyrobe is well-positioned in the market to cater to the demand of customers as it offers unique services to its customers. ● Designer clothing. ● It helps to develop a personal style for both men and women. ● It offers branded western wear, which is not readily available to the masses. ● A large collection of different sizes and styles. ● It meets the emotional needs of targeted customers. 2. Marketing Campaign One of the marketing campaigns that you will find on their website is "Refer and Earn". It says that if we refer someone, they will get 25% off on their first offer, and in return, we will also get 25% off if we purchase anything from their website. They have even mentioned some testimonials on their websites where you get an answer to the question, 'Why Choose Rent It Bea' has been given. They are even the wardrobe partners for the Pavitra Rishta series, a famous and the most loved series in every Indian house. One of the marketing campaigns on Twitter, dated July 24, 2019: Thereafter, there were no more posts from the company on Twitter. Here is the video of their video marketing on YouTube. Rent It Bae! We love to dress you! Another Marketing Campaign in 2018. Flyrobe has organised a wedding show from August 29th, 2018 to September 2nd, 2018. 3. Social Media Marketing Flyrobe can be found on Facebook, Instagram, Twitter, Pinterest, and YouTube. You can even contact them on WhatsApp (+91 959 959 5513). Given below is the table showing the number of followers on each of their social media handles. Flyrobe's social media marketing strategy is very poor, as we can see from the follower and subscriber counts. They are mostly active on Instagram, where they have 12.5k followers. If you see their Facebook, you will hardly find their posts above 3 likes. A screenshot of Flyrobe’s Facebook post: A screenshot of Flyrobe’s Instagram page. Observations: With the colour combination, i.e., red and pink, used on their Instagram handle, one can see that the brand is trying to target women. The images of products shown on their Instagram page are related to wedding outfits. But again, this is not organic, i.e., though they have 12.5k followers, they hardly have likes and comments on their posts. They are using inorganic ways to increase their reach. This shows how poor the social media marketing of the brand is. On YouTube, you will find 12 videos, and the rest are YouTube shorts. They have uploaded BTS of the scenes from their photoshoots, a type of boomerang, on their YouTube channel. You won't find it interesting. A screenshot of Flyrobe’s Youtube channel: 4. SEO Strategies From the above image, we can see that the number of organic keywords for the website Flyrobe has is 9,629. That means that the SEO strategy of the company is decent, i.e., it is neither bad nor good. The company has to work more on its SEO strategy to increase its organic keywords. If we see the traffic trend on the website, the traffic was higher in December 2021 and January 2022, i.e., over 1,70,000, which is normally a marriage season. But on average, it is 1,10,000. Hence, we can conclude that Flyrobe's tariff is mostly driven only during marriage occasions. It also has 4,358 backlinks. The more backlinks it has, the more traffic it can get. 5. Influencer Marketing Influencers can be a person who has many followers on Instagram, a celebrity, or the head of the company itself. Some of them in the past, i.e., in 2019, were Priyanka Chopra, Deepika Gwalani, and Daisy Shah. Some other celebs whose photos are mentioned on their website are Kareena Kapoor, Alia Bhatt, and Sonam Kapoor. We are not aware of whether they are still in the contract with the company or not. One interesting thing to note here is that you will find the face of the CEO, Aanchal Saini, herself. 6. E-Commerce Strategies According to a report published by Future Market, global online clothing rental sales are expected to grow by 11% CAGR over the next 10 years, i.e., by 2031. Flyrobe plans to meet these growth expectations by offering its products through its website. The website is well designed and looks attractive. You will find two categories in each of the options seen in the menu. They are "Rent by Category" and "Rent by Brand." Flyrobe is always betting on technological integration. Almost 80% of the customers who walk into its stores first discover it online. Flyrobe's business model is that they don’t sell clothes online but provide branded traditional outfits to customers at a rate of rent that middle-class people can afford. 7 Mobile Apps Though there was an option to download an application for Android as well as Apple iOS, when you clicked on the link, the application was not available on the website. 8. Content Marketing Strategies The CEO of Flyrobe, Aanchal Saini, has given interviews in many magazines and newspapers like LiveMint, The Times of India, Indian Retailer, YKA-Youth Ki Awaaz, ANI News, ABP News, Magicpin, The Hindu, Outlook Newspaper, Entrepreneur India, Your Story, The Franchising World, and CEO Insights India. Given below is the screenshot of the magazines/newspapers where Aanchal Saini was in the news: Their blog page is not showing up, so our analysis of it is neutral Conclusion Negative Approach As we saw in the marketing strategy of Flyrobe, the biggest problem plaguing them is their lack of marketing efforts. The company is very interested in working on its other social media platforms. They are not updating their posts. They are not even interactive on Instagram. They should focus more on the use of hashtags, the look of their posts, their engagement with the customers and the content on their websites so that they can get more reach and the people engaged with them. Very few people know about Flyrobe. Marketing is an important function of any company’s existence, and in the current scenario, the field is rapidly digitizing. As per Technavio, the global online clothing rental space is expected to grow by $ 990 million, at a CAGR of almost 10% between the forecasted periods of 2021 and 2025. Since the offset of COVID, digital is gaining momentum. Many companies are spending huge amounts on digital marketing. Gone are those days when people used to visit door-to-door to market their products. If you are not visible in the search results, when people search for you on a search engine, you are out of the market. A positive thing that we should look at is that the company is operated by a woman. This company shows that even women can run an organization along with managing their families. Thank you for taking the time to read this, and do share your thoughts on this case study in the comments section below.

How many of us can not sleep without an air conditioner at home? Or, how many of us drink cold water while travelling in the afternoon? It was way back in the 19th century that scientists from all over the world noticed that ice in Antarctica melted after being present for decades. A portion of the ozone layer over the island got damaged. It resulted in unusual climatic changes. Typically, March, April, and May are the summer months; June, July, and August are the rainy months; and October, November, and December are the winter months. Scientists have observed, however, that the whole system has changed. Besides droughts, floods, and cyclones, there are a lot of other natural disasters that occur, such as a heatwave. This further impacts nature and the whole food ecosystem and affects human beings mentally and physically. The unusual effects on the health of plants and animals broke down the complete food ecosystem. The world woke up and thought about how they could save this plant from getting burned down by the heatwave of the sun, how to conserve the river and save ice from melting so that the sea level does not rise. Hence, there is a need for an hour for us all to turn towards adopting sustainable and eco-friendly ways to save our future generations. WayCool business model: WayCool is India’s largest Agritech and Agricommerce company. It has adopted many sustainability initiatives across its various supply chains that are not harmful to the planet but also deliver profitability in terms of reduced costs and improved productivity. It has adopted technology and merged them with physical and digital activities to create a phygital business model. The whole business process is automated based on machine learning and artificial intelligence. Waycool’s business model showcases excellent and effective utilisation of technology to earn money even by saving the planet. List of Sustainability Initiatives Adopted by WayCool and their Tangible Impact- Adapting the Solar Ecosystem at its Facilities. Since the war has begun between Ukraine and Russia, there has been an extreme shortage of crude oil and coal. People talked about saving non-renewable energy resources like fossil fuels for our future generations during the last decade. Considering this, WayCool has started to solarise its facilities one after the other to use these resources. One such example is the company that has installed solar panels for Chennai Distribution Centre on an Opex model. Tangible impact- The cost of power is reduced by at least 25% compared to a traditional grid power supply. It helped the company to reduce carbon footprints across its multiple facilities. There was a cost-saving of over Rs. 2,00,000 per annum in power bills just for one DC. Installation of Water and Effluent Treatment Plant. We know that 70% of the earth is water. But out of that only 10% of water is freshwater which we can use for our daily needs. Freshwater is available in the rivers and lakes. But in the past decade, we have faced acute water shortages. The rivers are contaminated because companies release their untreated and contaminated water into these reservoirs. It has led to water crises across the globe. To save the reservoirs, WayCool has installed a water and effluent treatment plant at its facilities. Water used at their facilities is recycled almost seven times. The effluent treatment plant treats wastewater and makes it suitable to pump the water back into the ground through the garden or feed in their rainwater harvesting systems. Tangible impact- The company can avoid the usage of effluent treatment trucks or sewage trucks. There was a cost-saving of over Rs. 40,000 on one sewage truck which equals cost savings for one warehouse. It becomes possible for the company to have a payback period of less than one year in the effluent treatment plant. The company pumps more water into the ground than what they uplift from the ground. They are partnering with Local Farmers to reduce Distance and use Electric Vehicles for Short Distances. Did you know that the carbon emissions generated by vehicles are very harmful to the climate? One of the top reasons for climate change is the high usage of petrol and diesel-based vehicles. To reduce harmful emissions, the company has started to use electric vehicles for transportation. The company ran an experiment on reducing the Food Miles of vegetables like lettuce and broccoli. Banglore is a city where the consumption of exotic vegetables happens on a large scale. These vegetables are grown in Nilgiri hills, 360 km far from Bangalore. The company has partnered with the local farmers in the city’s vicinity, where the climatic conditions are suitable for growing these vegetables. Tangible Impact: The company succeeded in reducing food miles from 360 km to 2 km. It has not led to cost-saving in transportation but reduced CO2 emissions by; Reducing transportation distance which enabled seamless movement in the food supply chain system and; With the adoption of electric vehicles, the company is saving the environment. Conclusion- WayCool is very clear that whatever projects it undertakes do not cause harm to the environment. The company is ahead of the regulations related to ESG, and each project will be ROI driven. The best thing about the company is that they have an eco-friendly business model that is a need for the future. The company aims to help farmers by the effective use of technology and provide last mobility solutions that come under the food supply chain. This company works on the OPEX model, a high ROI business model. It saves a lot of money on fixed assets which makes it profitable. To sum it up, though many businesses nowadays have shifted to adopt ESG standards, this company is in the position of high economies of scale.

Availing education from the famous universities in the USA nowadays has become very costly. Hence, many of them apply for student loans so that they can complete their higher education and pursue the career of their choice. Under Topic 456, the Internal Revenue Service (IRS), an official department of the Government of America, has prescribed a limit. A student can deduct $2,500 or the amount of interest, whichever is lower for the year. You can claim a student loan interest deduction on IRS Form 1040. Eligibility Criteria for Availing Student Loan Interest Deduction: You paid interest on a qualified student loan in the tax year 2021. When you are legally bound to pay interest on a qualified student loan, Your modified adjusted gross income (MAGI) is less than a specified amount, i.e., your MAGI should be between $70,000 - $85,000 (if the return is filled out individually) and $1,40,000 - $1,70,000 (if the return is filed jointly). Qualified Student Loans & Qualified Higher Education Expenses (as defined in IRS Form 1040, Line 21): Qualified Student loan When an individual takes any loan to pay for expenses which are related to a qualified student loan, for any of the people mentioned (yourself or your spouse; person who was dependent on you or any person whom you could have claimed as a dependent for that year when the loan was taken), then such a loan is called a qualified student loan. Exception: If the person who has filed a joint return had gross income that was equal to or more than the exemption amount for that year, or $4,300 for 2021, you, or your spouse if filing jointly, could be claimed as a dependent on someone else's return. Qualified Higher Education Expenses Expenses like tuition, fees, room and board, or expenses included for purchasing books or other stationery items are generally called qualified higher education expenses. These expenses must be used for education in a degree, certificate, or similar program at an eligible educational institution. Worksheet 4-1 for Student Loan Interest Deduction as Per Schedule 1, Line 21 You should also make the following adjustments Qualified Education Expenses - You must reduce certain tax-free items from the total amount paid: The employer has provided any educational assistance for higher education Tax-free distribution of earnings from a Coverdell education savings account (ESA) and a qualified tuition program (QTP). U.S. savings bond interest is excluded from income. The tax-free part of scholarships and fellowship grants. Veterans' educational assistance. Any other nontaxable (tax-free) payments (other than gifts or inheritances) received as educational assistance. Phaseout - If the MAGI is within the range of incomes where the credit must be reduced, you must figure out your reduced deduction. Examples: In 2021, you paid $1,000 interest on a qualified student loan. Your 2021 MAGI is $80,000/$1,65,000. and you are filing a joint return. You must reduce your deduction by $400 (if you are an individual) and $833.33 (if you fill joint return). Case 1: If your MAGI is $80,000, multiply $1,000 by [($80,000-$70,000)/ $15,000] to get $666.67 (rounded off to two decimals). Case 2: If your MAGI is $1,65,000, multiply $1,000 by [($1,65,000-$1,40,000)/$30,000] to get $833.33 (rounded to two decimals). If you paid interest on more than $3,000, you can deduct up to $2,500, and the rest is taxable. What is the effect of modified adjusted gross income on student loan interest deduction? Let’s understand the effect of MAGI in the following tree diagram – You cannot claim double benefits: No deduction is allowed as interest on the student loan amount if Deduction of any interest is allowed under any other provision of the law. The amount paid from the distribution of earnings made from a qualified tuition programme (QTP) after 2018 to the extent the earnings are treated as tax-free. Interest is paid by your employer under an educational assistance programme after March 27, 2020, and before January 1, 2026. Form 1098- E To help one figure out the student loan interest deduction, one should receive a Form 1098-E, Student Loan Interest Statement. Generally, an institution (such as a bank or governmental agency) that received interest payments of $600 or more during 2021 on one or more qualified student loans must send Form 1098-E to each borrower by January 31, 2022. Conclusion In short, one can avail of a student loan deduction if you satisfy the following conditions mentioned above. You must also follow the process as given in the act. For checking your eligibility, you can check the official website of the IRS-Interactive Tax Assistant. Frequently Asked Questions What is pub.970 as referred to in the worksheet 4-1? Ans: There are 11 chapters under publication 970. They are guidelines provided by the IRS for the purpose of return filling. For more details, click here. When should you pay the loan interest? Ans: Until your loan is paid off, the amount of interest you will keep paying every year, is allowed to be deducted. What is the definition of modified adjusted gross income (MAGI)? Ans: There are different definitions of MAGI as per different forms applicable to the taxpayer. If you file Form 1040-NR, MAGI is the AGI, i.e., adjusted gross income, on line 11 of that form figured without taking into account any amount on Schedule 1 (Form 1040), line 21. Which are the forms that I need to fill out before availing of this deduction? Ans: You must complete the filling of Form 1040 or 1040-SR (SR means senior citizen), as applicable, and Schedule 1, lines 11 through 20, 23, and 25. Then you can only avail a deduction on the student loan interest. Which educational institutions are called eligible educational institutions? Ans: An eligible educational institution is generally any accredited public, non-profit, or proprietary (privately owned, profit-making) college, university, vocational school, or other postsecondary educational institution. The institution must be eligible to participate in a student aid program administered by the U.S. Department of Education. When are qualified education expenses considered to have been paid or incurred? Ans: The following requirements are to be met: They are related to specific academic periods. The loan proceeds need to be disbursed within a period that begins 90 days before the start of that academic period and ends 90 days after the end of that academic period. If it is greater, the actual amount charged can be taken into consideration, if the student is residing in housing owned or operated by the eligible educational institution.