Going easy during these tough times was the best resort when all the domestic and international brands throughout the world were setting up their digital operations to enable sales. Herein, her expertise in the nutraceutical category came as a saviour for their organisation. At Power Gummies, they believe good health is the foundation of happiness. Ankita personally believes, covid 19 situation hauled everything wherein more than any other thing, people have been stocking up daily need essentials, confectionery items, medicines and immunity building nutraceutical resorts through the lockdown, wherein bringing awareness about Power Gummies has been a cumbersome task between a plethora of products being marketed yet exciting.
Work from home to establish their digital sales when global demands were rising and marketing investments were dipping was a task which they accomplished along with their team. As a COO, She believes in gauging things in advance and making use of it before it becomes just another marketing gimmick and henceforth, they started with picking influencer marketing as their core strategy and e-commerce expansion just in between the first lockdown itself. While the other competitor brands were building on the same term ‘immunity’ as any other pharmaceutical brand, power gummies tried to shift the focus towards hair nutrition, wellness and daily recommended nutritional intake of our body to create awareness and set the demand right for our Gorgeous hair & nail vitamins. They collaborated with 1200+ influencers so far to spread awareness, engagement, and conversion for their brand via giveaways, customer-generated content reels/challenges, and recommendation videos under her supervision. She directed the same planner and presented the same accumulated efforts while their second variant launched post lockdown in October 2020 when the stigma behind going out started going out however the competition became dense. Secondly, She took up their availability on all major e-commerce marketplaces ensuring 100% availability of the product with the least delivery time to enable the customer to make decisions at their convenience. Continued with e-commerce platform led online advertising, platform-based promotions for banner ads, and optimized search results apart from social media advertising. Step by step, She suggested dividing their customer segmentation for each variant and contributed towards achieving an ARR of 21.6 cr. All in all, everything is usually done by a brand to establish an online presence yet they strategically devised the process to ensure consumers make a buying decision. As a brand, they empower their brand philosophy of health powered by happiness & backed by science which remains the bible behind their every move in marketing ensuring customer interest with proven results, right awareness, and product efficacy.
On the personal front, her tackling work with collaborative efforts of the team within a new environment was strenuous initially but within 2 weeks she got the cycle moving with smooth communication, regular google e-meets, open interactions through the working hours ensuring optimum utilisation also giving enough space to maintain self-health with eating healthy, proper sleep and encourage one another for exercise sessions. As a company, She tried to keep the work environment a bit of refuge for every employee by engaging them in online game activities within the team like ludo, tambola, creating anonymous memes. All in good spirit but worked quite well for them to come along like a bunch of friends cum colleagues. Domestically, work from home seemed a challenge for them but when work and personal life were in the perfect gear then everything seemed possible. Covid times have taught them to be utmost productive with even fewer resources and options. For a working woman like her, it has taught a way of life and even helped society to develop an understanding of how working women can balance both work and home seamlessly.