Tuesday, August 20, 2024

The Healthy Binge And Zepto Partners With Times Prime To Deliver 'Azadi ka Swad'


Times Prime, India’s premier digital membership program, is excited to announce its special Independence Day campaign, 'Azaadi ka Swaad', in partnership with Zepto and The Healthy Binge. This exclusive initiative promises to deliver the spirit of festivity and health to homes across Bangalore.

The Times Prime 'Azaadi ka Swaad' campaign gives Zepto Pass customers a chance to receive a complimentary pack of snack, exclusively curated by Times Prime and The Healthy Binge, on orders above Rs. 299.

This year’s campaign aims to evoke the nostalgic joy of Independence Day while embracing contemporary health trends. By distributing these specially curated gifts, Times Prime is celebrating the diversity and unity that make India unique.

Harshita Singh, Business Head and Founder of Times Prime, expressed her excitement for the campaign: "As we celebrate India’s 78th Independence Day, we are thrilled to launch Times Prime 'Azaadi ka Swaad' in Bangalore. This campaign showcases our commitment to delivering exceptional experiences and promoting wellness. Partnering with Zepto’s rapid delivery service and The Healthy Binge’s nutritious snacks, we’re offering a festive yet health-conscious experience."

Karan Korke, Co-founder, The Healthy Binge remarked: "We’re delighted to join Times Prime 'Azaadi ka Swaad'. Our commitment to quality and innovation aligns perfectly with this campaign, which celebrates India’s diverse tastes and the spirit of independence. The Healthy Binge is excited to contribute to the happiness and health of families in Bangalore with a range of baked chips made with millets like ragi and jowar"

Devendra Meel, Chief Business Officer of Zepto, commented: At Zepto, we are essentially delivering happiness in 10 minutes. Collaborating with Times Prime on 'Azaadi ka Swaad' allows us to extend that joy nationwide, delivering not just products, but a piece of India’s rich heritage and celebration to millions of homes - in just 10 minutes!

This Independence Day, experience the perfect mix of health and convenience with The Healthy Binge's millet-based snacks delivered by Zepto, courtesy of Times Prime's 'Azadi ka Swad' campaign.

For more information, visit www.TimesPrime.com

About The Healthy Binge: The Healthy Binge is a Bangalore-based snack company known for its innovative, millet-based baked chips that combine taste with nutrition.

About Zepto: Zepto is a leading quick-commerce platform in India, committed to delivering happiness in minutes through its efficient delivery network.

About Times Prime: Times Prime is India's premier digital membership program, offering a range of benefits across shopping, entertainment, and lifestyle categories.

Monday, August 19, 2024

Responsive Appoints IBM, Red Hat, PowerSchool Alumnus As CFO


* Shankha Sen brings 25+ years of experience in managing high growth, global technology organizations

Responsive, the leader in AI-powered Strategic Response Management (SRM), today announced the appointment of Shankha Sen as its first Chief Financial Officer.

Sen brings more than 25 years of experience scaling global finance operations at high-growth, enterprise technology organizations. Prior to Responsive, Sen served as Group Vice President, Finance, for PowerSchool, a leading provider of cloud-based software for K-12 education that was recently acquired by Bain Capital in a $5.6 billion transaction. He also held numerous positions at Red Hat including Vice President, Global Finance, where he led global finance teams during its acquisition by IBM for $34 billion. Earlier in his career, Sen served in a variety of finance positions at EMC/Dell Technologies and Sequent/IBM.

“Shankha’s appointment comes at a critical growth stage for Responsive,” said Ganesh Shankar, CEO, Responsive. “We are excited to have him on board and are confident that his leadership and expertise will play a pivotal role in helping us achieve our vision to transform how organizations share and exchange information. His deep expertise in driving financial strategy and operational excellence at high-growth private and public companies will be invaluable in shaping our future success.”

Reporting to Shankar, Sen will be responsible for developing and executing financial strategies to help Responsive scale and compete in today’s emerging SaaS category of Strategic Response Management (SRM) – the people, practices, and technology that unlock organizational knowledge for profitable growth. Today, Responsive has nearly 2,000 customers of all sizes, across various industries and geographies, and recently announced that it has enabled customers to respond to more than $500 billion in opportunities via its AI-powered Responsive Platform.

“I am thrilled to join Responsive and look forward to working closely with the team to build on successes to-date and accelerate the company’s growth trajectory,” said Sen. “I believe Responsive is well positioned to become the breakout category leader in Strategic Response Management — the next ‘must have’ go-to-market SaaS solution for companies focused on driving growth via compelling responses including RFPs and tenders. I’ve been involved in over 1,000 RFP responses over the course of my career and know first hand the tremendous value that Responsive can deliver to today’s enterprises.”

In addition to Sen, Responsive recently hired:

Meera Raman, Vice President of Operations — Raman brings extensive experience in driving operational excellence and change management at leading companies such as Meta, Amazon, and IBM. Her deep experience in transformation initiatives, process innovation, global process ownership, and implementation of operational methodologies will enhance overall productivity within the organization.

Ben Stokes, Regional Vice President of Sales — Stokes is an accomplished sales leader with experience in scaling revenue at high-growth companies, such as Proofpoint, Whistic, and ListReports. Coming to Responsive as a power user of the platform and with deep experience in the information security space, Stokes will play an integral role in expanding Responsive’s footprint within enterprises to include security questionnaires and more.

About Responsive

Responsive (formerly RFPIO) is the global leader in Strategic Response Management software, transforming how organizations share and exchange critical information. The AI-powered Responsive Platform is purpose-built to manage responses at scale, empowering companies across the world to accelerate growth, mitigate risk and improve employee experiences. Nearly 2,000 customers have standardized on Responsive to respond to RFPs, RFIs, DDQs, ESGs, security questionnaires, ad hoc information requests and more. Responsive is headquartered in Portland, OR, with additional offices in Kansas City, MO and Coimbatore, India. Learn more at responsive.io.

International Research Symposium in Service Management (IRSSM 12) Concludes With Inspiring Discussions And Award Ceremonies


The 12th International Research Symposium in Service Management (IRSSM 12) commenced on August 6th, 2024, at the Fortune Valley View Hotel, offering a platform for scholars and industry experts to exchange ideas and insights. The event opened with a dynamic panel discussion featuring esteemed academics such as Dr. Jay Kandampully from The Ohio State University, USA, Dr. Allard van Riel from Hasselt University, Belgium, and Dr. Christian Kowalkowski from Linköping University, Sweden. Other notable participants included Dr. David Solnet from the University of Queensland, Australia, Dr. Linda Alkire from Texas State University, USA, Dr. Srikanth Beldona from the University of Delaware, USA, and Werner H. Kunz from the University of Massachusetts Boston, USA. The discussion delved into the nuances of research writing, particularly emphasizing the introduction, methodology, analysis, and potential future impact of studies.

On the first day, a workshop provided hands-on mentorship to aspiring research scholars. This interactive session was organized as round table discussions, where mentors addressed participants' queries and guided them toward achieving their research goals.

The second day, August 7th, marked the formal inauguration of IRSSM 12. The event was graced by the presence of Lt. Gen. Dr. M D Venkatesh, Vice Chancellor of Manipal Academy of Higher Education, Dr. Chef K Thiru, Principal of WGSHA, and Dr. Rajeev Kumra, Director of TAPMI. A round table plenary discussion on bridging the academia-industry gap in service management followed, with international mentors, Dr. Chef K Thiru, and Dr. Kumra participating. The discussion highlighted key issues such as the need for specialized roles for academicians, the importance of lifelong learning and executive education, and the challenges and opportunities in faculty hiring and alumni involvement.

The day's keynote address by Dr. Rishikesh T. Krishnan, Director of IIM Bangalore, focused on contemporary challenges in service management, with a strong emphasis on innovation from a strategic perspective. He provided valuable insights from healthcare innovations and technological advancements and outlined steps to foster systematic innovation capabilities. The keynote address by Mr. Sharman Jha, CEO of Hindustan Unilever Foundation, brought attention to the critical issues of the water crisis and climate change, with compelling images illustrating the severe impact on communities, agriculture, and service delivery. The day's events concluded with parallel track presentations, where research scholars showcased their work.

Day three, August 8th, began with a summary of the previous day's discussions. Mr. Vikram Cotah, CEO of GRT Hotels and Resorts, delivered a keynote address on the transformation of the hospitality industry. He articulated the equation of "People + Technology + Compassion + Sustainability = Soul of Hospitality," emphasizing the importance of balancing human touch with technological advancements. Mr. Prashant Rao Aroor, Founder of Avatar Hotels, addressed the issue of standardization in hotels, stressing the need for brands to focus on localization and immersive guest experiences that embrace local heritage.

The day's highlight was the Director's Round Table Discussion on the administrative challenges of fostering industry-academia connections. The panel included Dr. Pawan Kumar Singh, Director of IIM Trichy, Dr. Vinita Sahay, Director of IIM Bodhgaya, Dr. Chef K Thiru, and Dr. Rajeev Kumra as the moderator. The discussion covered critical topics such as cross-pollination of research ideas, policies encouraging industry-aligned research, and practical advice for young researchers. The day concluded with another set of parallel track presentations.

The symposium's final day, August 9th, featured a valedictory function that celebrated excellence with various awards. International mentors engaged in a thought-provoking discussion on the philosophy of research, focusing on the essence of selfless giving and the true soul of academic inquiry. The Pro Chancellor of Manipal Academy of Higher Education, Dr. H S Ballal, graced the occasion, offering inspirational words on the significance of organizing research symposiums and commending the efforts of Dr. Chef K Thiru, Dr. Kumra, and the IRSSM team. The event concluded with vibrant cultural performances by students, followed by a gala dinner, bringing the symposium to a memorable close.

The 12th International Research Symposium in Service Management successfully fostered collaboration, innovation, and knowledge sharing, leaving a lasting impact on all participants.

Saturday, August 17, 2024

Goodknight Survey Uncovers Year-Round Mosquito-Borne Diseases Concerns Among Indians


·         80% of South India Believe malaria and dengue Can happen Anytime, Not Just During Monsoons

·         East India agrees with this revelation the most (86%), followed by West (81%), North (80%) regions

·         Factors like climate change and urbanization, the mosquito population and its ability to transmit diseases are no longer restricted to monsoon

Majority of Indians fear threat of mosquito-borne disease year-round. Nearly 81% of Indians believe mosquito-borne diseases like malaria and dengue can strike any time of the year, not just during the monsoons. This surprising insight was revealed in a recent pan-India survey, titled ‘One Mosquito, Countless Threats’ by Goodknight, India's leading household insecticide brand from Godrej Consumer Products Ltd (GCPL). The survey was conducted by market research firm YouGov.

India reported more than 94000 dengue cases alone last year, as per a report by National Center for Vector Borne Diseases Control (NCVBDC). With World Mosquito Day approaching on August 20th, this serves as a timely reminder. It's a call to action for continued vigilance with Goodknight, highlighting the importance of prioritizing year-round protection against mosquito-borne diseases.

The Goodknight survey was based on a representative size of 1011 respondents with shared concern among both males and females regarding the year-round threat of malaria and dengue. 83% of male respondents and 79% of female respondents resonated with the apprehension. Moreover, according to various third-party research, the economic toll of mosquito-borne illnesses like malaria and dengue in India is high. 

In terms of geographic clusters, the survey data underscores similar level of concerns about mosquito-borne diseases. The East comprising states such as Bihar, Odisha, West Bengal, and Assam stands out as the most vigilant, with a staggering 86% of respondents believing that malaria and dengue can happen any time of the year. Following closely, the West comprising states such as Maharashtra, Gujarat, Rajasthan, Madhya Pradesh and Chhattisgarh registers at 81%, while both the North comprising states such Delhi, Punjab, Uttar Pradesh and South regions comprising states such Tamil Nadu, Karnataka, Andhra Pradesh, Kerala, & Telangana show similar levels of concern at 80%. These regional insights highlight the importance of year-long prevention strategies to combat malaria and dengue.

Shekhar Saurabh, Category Head – Home Care, Godrej Consumer Products Limited (GCPL), says, “Approximately one-third of the survey respondents have reported either themselves or their family members being affected by malaria and dengue. This escalating threat of dengue and malaria profoundly impacts over 40 million Indians annually, a figure that is deeply concerning. Mosquito-borne diseases isn't just limited to a health concern; it disrupts education, workforces, and weakens our economy. A healthy nation is a productive nation, and a robust GDP relies on a healthy workforce.  Goodknight is committed to empowering families with affordable, innovative solutions. By working together, we can combat the rise of dengue and ensure a safer, healthier tomorrow for India.”

Commenting on the insights from the Goodknight Report, Dr. Kirti Sabnis, Infectious Disease Specialist, Fortis Hospital, Mulund said, “I am increasingly concerned about the growing threat posed by mosquito-borne diseases like Dengue and Malaria. These illnesses not only endanger individual lives but also burden healthcare systems and communities. What's particularly alarming is the shift towards year-round transmission, a trend exacerbated by climate change, urbanization, and increased global travel. The recent surge in Dengue cases in India serves as a stark reminder of the urgency to address this issue. With cases rising , it's evident that traditional seasonal precautions are no longer sufficient. We must remain vigilant and adopt comprehensive strategies to protect ourselves and our communities from mosquito-borne diseases throughout the year”

Goodknight, with its legacy of pioneering mosquito repellent solutions like the Flash vapouriser, incense sticks, and the Advanced Fast Card, remains steadfast in its commitment to safeguarding families from mosquito-borne diseases. In response to the recent health hazards associated with illegal, unregulated, and Chinese molecules entering and usage of repellents with such ingredients, Scientists at Godrej Consumer Products Ltd (GCPL), along with its partner, has developed 'Renofluthrin' – India’s first indigenously developed and patented molecule which makes the most efficacious liquid vapouriser formulation for mosquito control.  GCPL, which is the leader in household insecticides category, has introduced the Renofluthrin formulation in its new Goodknight Flash liquid vapouriser which is India’s most efficacious liquid vapouriser. This new Goodknight Flash liquid vapouriser formulation made of Renofluthrin is 2X more effective against mosquitoes, compared to any other registered formulation in liquid vapouriser format currently available in India.

About Godrej Consumer Products Ltd: 

Godrej Consumer Products is a leading emerging markets company. As part of the 125-year-young Godrej Group, we are fortunate to have a proud legacy built on the strong values of trust, integrity, and respect for others. At the same time, we are growing fast and have exciting, ambitious aspirations.

Today, our Group enjoys the patronage of 1.2 billion consumers globally, across different businesses. GCPL ranks among the largest Household Insecticides, Air Care and Hair Care players in emerging markets of India, Indonesia, and Africa. In Household Insecticides, we are the leader in India, the second largest player in Indonesia, and are expanding our footprint in Africa. We are at the forefront of serving the hair care needs of women of African descent, the number one player in Hair Colour in India and Sub-Saharan Africa, and among the leading players in Latin America. We rank number two in Soaps in India and are the number one player in Air Fresheners and Wet Tissues in Indonesia.

But for us, it is very important that besides our strong financial performance and innovative, much- loved products, we remain a good company. Approximately 23 per cent of the promoter holding in our Group is held in trusts that invest in the environment, health, and education. We are also bringing together our passion and purpose to make a difference through our 'Good & Green' approach to create a more inclusive and greener India.

At the heart of all of this, is our talented team. We take much pride in fostering an inspiring workplace, with an agile and high-performance culture. We are also deeply committed to recognising and valuing diversity across our teams.

www.godrejcp.com

This Independence Day, A Pledge To Free India From The Menace Of illicit Tobacco Trade


 ·       As per Euromonitor International’s 2023 report, Illicit cigarette volumes in India reached 30.2 billion sticks in 2022, trailing only behind China and Brazil

·       As per the reports, the total loss to the Govt. of India estimated for 2022 on account of illicit tobacco trade is ?13,331 crore, up from ?6,240 crore in 2012 an increase by 46%

This Independence Day, Philip Morris International’s (PMI) India affiliate, IPM India, reinforces its commitment towards illicit tobacco trade prevention to safeguard India’s economic interest & protect consumers.

Illicit tobacco trade is a major threat and growing challenge worldwide. India has witnessed a significant rise in illicit in recent years and it only seems to rise with time. As per 2022 FICCI Cascade study, the overall market for illegal cigarettes in India is estimated to be at ?22,930 crore. As per the reports, the total loss to the Govt. of India estimated for 2022, on account of the illicit markets in the tobacco industry is ?13,331 crore, up from ?6,240 crore in 2012, an increase by 46%. According to the Tobacco Institute of India (TII), the illegal cigarette trade comprising internationally smuggled and locally manufactured tax-evaded cigarettes account for as much as  one-fourth of the cigarette industry in India.

As per the recent reports, throughout 2023-2024, law enforcement agencies have seized illegal cigarettes across many Indian cities. In Guwahati, customs officials and railway authorities confiscated over 11 lakh sticks on multiple occasions, with the Assam Rifles also making seizures. Visakhapatnam saw the police and customs seize over 21 lakh sticks, while in Vijayawada, the tally reached over 103 lakh sticks, including 75 boxes. Hyderabad’s police force seized 267 cartons and 4.5 lakh sticks. Additionally, Lucknow’s customs officials seized over 2.12 lakh sticks and a substantial number of packs and boxes. Furthermore, Calicut Airport, Faridabad, Amritsar, and Indore experienced various seizures by customs, the police, and the DRI. Pune and Silchar, Raipur, Surat, and Ahmedabad saw the DRI seize over 85 lakh sticks.

According to Euromonitor International's 2023 report, illicit cigarette volumes in India reached 30.2 billion sticks in 2022, trailing only behind China and Brazil.

Globally, illicit trade continues to be a growing concern. KPMG 2022 annual study ‘Illicit cigarette consumption in the EU, UK, Norway, Switzerland, Moldova & Ukraine’, commissioned by Philip Morris Products SA, revealed that 35.8 billion illicit cigarettes were consumed across the EU alone, causing governments the loss of an estimated €11.3 billion in tax revenue—8.5% more than in 2021. The growth of the illicit market in the EU was partly driven by the continued rise of counterfeit consumption, which reached its highest level ever recorded. Notably, the vast majority of counterfeits (61.5%) were consumed in France.

Expressing concern over the rise of illicit tobacco trade, Navaneel Kar, Managing Director, IPM India said, “Eliminating illicit trade has been a longstanding priority for us and continues to be an integral part of our efforts to drive operational excellence and build a sustainable future. Globally, PMI's strategy to prevent illicit trade focuses on 5 critical areas- research & intelligence, protecting supply chain, partnerships, cooperation with law enforcement and raising awareness. We support and help law-enforcement agencies by inspecting and authenticating seized products and performing forensic evaluations. Additionally, profile illicit products, share intelligence on emerging routes and trends shaping the black market, and train officials on the innovative authentication and security features we use to protect our products.

In India, we are equally invested in the cause, working with law enforcement agencies to educate and raise awareness about illicit tobacco trade. Public-private partnerships based on an inclusive approach by governments, the private sector, and civil society are vital to helping combat the trade. Interconnected systems and advanced technologies such as digitally verified track-and-trace systems, holograms, QR codes, and RFID tags are essential for monitoring and detecting counterfeit products. As India progresses on its path to become a global economic powerhouse, it is critical to take stricter measures to eradicate illicit and build a safer tomorrow, he added.”

About IPM India

IPM India Wholesale Trading Private Limited is a joint venture between Philip Morris Brands SARL of Switzerland and two Indian entities, Godfrey Phillips India Limited and K.K. Modi Investment & Financial Services Private Limited.

Friday, August 16, 2024

A Week Of Unmissable And Affordable Eyewear Extravaganza At The Great Indian Spectacle By Titan Eye+


Titan Eye+ is set to redefine the eyewear experience with its upcoming extravaganza, "The Great Indian Spectacle." This spectacular event, running from August 14th to 19th, meticulously crafted to bring the latest trends in the eyewear category within everyone's reach. With a focus on providing exceptional value and style, one can enjoy a discount up to 25% on a range of stylish frames and spectacles to choose from.

The Great Indian Spectacle offers a compelling range of deals. From budget-friendly kids' eyewear to cutting-edge progressive lenses, the event caters to a diverse audience. Parents can select stylish and functional eyewear for their children at the affordable price of ?1000. Fashion enthusiasts can acquire luxury eyewear at competitive prices with a 20% discount on two international brands. Customers can expand their Titan eyewear collection with a 25% discount on two spectacles. For budget-conscious individuals, two stylish frames are available for just Rs 2000. Lastly, those requiring vision correction can benefit from high-quality progressive spectacles starting at Rs 2000.

Whether you're looking to upgrade your eyewear collection or simply treat yourself to something new, The Great Indian Spectacle has something for everyone. Don't miss this opportunity to elevate your vision and style with incredible savings! Visit your nearest Titan Eye+ store or browse the extensive online collection at www.titaneyeplus.com to get your hands on a variety of eyeglasses and sunglasses from Titan, Fastrack, and your favorite international brands Carrera, Vogue, Zeiss and many more.

Recharge Like a Champion: Coca-Cola Unveils Limca GlucoCharge


* The Official Hydration Drink of Neeraj Chopra, Men’s India Hockey Team and Satwiksairaj Rankireddy and Chirag Shetty

* Campaign film: https://www.youtube.com/watch?v=pRovmmrr6EM

The Coca-Cola Company unveils a new brand identity for its affordable glucose and electrolyte drink under its home-grown brand Limca - the all-new Limca GlucoCharge. With its unique combination of glucose and electrolytes, Limca GlucoCharge is a go-to beverage for rapid rehydration and energy, perfect for on-ground and everyday sweat moments and challenges to energize those leading an active on- the -go life. Limca GlucoCharge, was introduced during the Olympics with a squad of champions – Neeraj Chopra, Men’s India Hockey Team along with Satwiksairaj Rankireddy and Chirag Shetty. Through a series of brand films, the brand showcased its commitment to support the golden boy with ‘silver' lining (Link), empower the dynamic duo (Link), and back the powerful hockey team and its heroes. (Link)

Being the official hydration partner of the Olympic Games Paris 2024, the refreshing and energy-boosting drink supported champions in their pursuit of excellence. The brand also salutes athletes for their remarkable resilience as biggest international multi-sport event concludes. 

This water-based, no-fizz drink is designed for faster rehydration during physical activities such as sports, travel, exercise, and intense chores. Infused with refreshing real lemon juice, Limca GlucoCharge offers not only functional benefits but also a great taste that revitalizes you instantly.

Ruchira Bhattacharya, Senior Director, Marketing– Hydration, Sports and Tea category, India and South-West Asia, Coca-Cola said, “With Limca GlucoCharge, we're fuelling champions on and off the field, matching the energy of their unyielding spirit. We are proud to have supported our heroes for the Olympic Games Paris 2024, it reflects our commitment to driving excellence and recognize the resilience of our athletes."

With the launch of Limca GlucoCharge comes the badge of honour and excellence of our Olympic campaign. Chirag & Satwik in badminton, Neeraj Chopra in javelin and The Hockey Federation of India are key wins for the brand. Associations like these are testaments to what corporate India needs to bring to the table to support the sport ecosystem and the journey to LA 2028 will be even stronger for us- Namrata Parekh, Director & Co-Founder | Meraki Sport & Entertainment

Limca GlucoCharge is a part of The Coca-Cola Company's ongoing commitment to providing a wide spectrum of beverage choices #BeveragesForLife that cater to both taste and functional benefits. This innovation reflects the company’s endeavour to offer consumers beverages that not only taste great but also meet their hydration and replenishment needs.

About The Coca-Cola Company

Coca-Cola in India is one of the country’s leading beverage companies, offering a range of high-quality and refreshing beverage options to consumers. The company, in line with its vision of ‘Beverages For Life’ offers a wide portfolio of products which includes hydration, sports, sparkling, coffee, tea, nutrition, juice and dairy based products. In India its beverage range includes Coca-Cola, Coca-Cola Zero Sugar, Diet Coke, Thums Up, Charged by Thums Up, Fanta, Limca, Sprite, Maaza, Minute Maid range of juices and Honest Tea. The Company also offers hydration beverages including Limca GlucoCharge, Smartwater, Kinley, Dasani and Bonaqua packaged drinking water and Kinley Club Soda. Premium products constitute Schweppes and Smartwater. In addition, it offers a Costa Coffee range of tea and coffee. The Company is constantly transforming its portfolio, from reducing sugar in its drinks to bringing innovative new products to market.

The Company along with its owned bottling operations and franchise bottling partners has a strong network of close to 4 million retail outlets through which it refreshes millions of consumers across the country. It seeks to positively impact people’s lives, communities and the planet through water replenishment, packaging recycling, sustainable agriculture initiatives and carbon emission reductions across its value chain.

Globally together with its bottling partners, The Coca-Cola Company employs more than 700,000 people, helping to bring economic opportunity to local communities worldwide. Learn more at www.cocacolacompany.com and follow us on Twitter, Instagram, Facebook and LinkedIn.

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