None of us had expected the lockdown to last for over 2 months; the fight against Covid-19 has only united us and in a way has prepped us all to adapt to the many ‘new normals’ that it brought with itself. The nation-wide lockdown is slowly being lifted across orange and green zones and life is crawling back to a new-normalcy.
Businesses and brands are now are making their way back into the business; planning their communication plans for a new world post the covid-19 lockdown, keeping a note of some of the new buzz words such as ‘social distancing’, ‘work from home’ and the latest one; ‘atmanirbhar’.
Well Covid-19 is not over yet, but it’s definitely the start of good. It’s time for Back to Business…
In this story of Medianews4u’s new brand series, Back to Business, we spoke to Raghuvar Seth, Head of Marketing Taneira, Titan Company Limited
How is Taneira coping with the impact of Covid-19?
Our teams have been working seamlessly on the ways in which the Taneira brand can support our Weavers and Artisans and serve our customers in the new normal that will emerge.
The quest for a solution to a particular crisis helps invent new business opportunities and sometimes leads to a revision of existing business models … What sort of innovation has or will the Covid-19 pandemic bring to Taneira?
We connected strongly with our Artisans and Weavers Partners and strengthened our ecommerce presence, worked on new product lines even as we built measures for enhancing the Customer Safety and experience at our Taneira Stores.
We engaged with customers with Social Campaigns such as our #ThreadsOfJoy, small reminders of the small joys around you and #TaneiraCares with handy tips to take care of your textiles & Sarees. We even had our customers chipping in with their own textile care tips! We have also launched a new product line – Masks by Taneira, which are handmade from handwoven natural materials, so we support the community in whatever we do.
What will be your communication strategy post the opening of the lockdown? What will be the objective of the communication/marketing strategy?
These are unusual times and our support rests with our Customers and our Partner communities. Taneira has always stood for Handwoven products from the Weavers of India and we will strengthen our endeavours to bring the best of India under one roof in our stores in a safe, sanitised shopping environment.
How did you keep the morale of the employees during this lockdown period? On a personal note, what kept you positive?
Strong engagement with our Teams, some of whom were working WFH for the first time, spending time with family, reconnecting with our friends and ourselves
What are some of the post-lockdown business strategies that you will use to bring the business back on track or at least get it in the right direction and also create demand for yourself?
Enhanced efforts on sanitization and hygiene such as Deep cleaning the store before opening, sanitising the Store frequently each day, maintaining 6 feet distance, using sanitisers, Masks, regular temperature checks, only 30% staff allowed, compliance with Govt rules, Local permissions taken, Contactless Payment & sanitising credit cards, encouraging other forms of Payment.