Anand Siva, ex-principal consultant, Kantar, and Nikita Bhargav, formerly category marketing manager, Amazon, have joined hands to launch Nittygritti. The company was conceived during the lockdown as the duo looked to enhance the online presence of brands.
Nittygritti is a tech company aimed at sellers who use platforms such as Amazon. It audits, analyses and changes content for catalogues on Amazon to capture the interest of the audience.
The company offers three different solutions for brands to work with through its proprietary tool Texmatix. It looks to empower marketers to overcome hurdles in maintaining, updating and creating new catalogues. The tool analyses micro-elements to provide dynamic scores and category-wise image references in real-time.
Siva is head, business excellence at the company while Bhargav is head, brand success. The duo are part of a team of 10 to begin with.
Speaking with Campaign India, Siva said, “We found two narratives coming from the market. Brands struggling to come to terms with the offline-online divide – the harder they strived to make up for the shut down in the traditional retail system, the more they realised how ill-equipped they were to deliver better content and a better shopping experience to buyers. And with buyers, the realisation that shopping was never to be the same again, the more worried they were of having to buy more things online than they’d have ever imagined or loved to."
He added, "We didn’t see the problem, we saw the opportunity of enabling better control over content that helped brands give a more confidence-boosting experience to shoppers! And as more shoppers come online, their expectations of brands will only increase – and thus brands will now be under constant pressure to keep upping the play, especially since the price wars can’t run any of these businesses for long – it has to come down to the better among equals.”