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Adfactors PR, Vikas Khemani Acquire Stake in Creator Marketing Firm WLDD

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Adfactors PR, Vikas Khemani Acquire Stake in Creator Marketing Firm WLDD

Adfactors PR and Vikas Khemani, Founder and CIO of Carnelian Asset Management & Advisors, have acquired a stake in creator-led marketing company WLDD. The financial terms and size of the stake have not been disclosed. As part of the transaction, Adfactors PR CEO Nijay N Nair, who also oversees the consultancy’s mergers and acquisitions and global initiatives, will join WLDD’s board. Khemani has made the investment in his personal capacity.

WLDD Expands Beyond Influencer Marketing

The investment comes as WLDD broadens its business beyond meme and influencer marketing into creator platforms, content, distribution, production and brand solutions.

Founded in 2018 by Arihant Jain, Jaidev Kesti and Vivekanand Kilari, WLDD initially operated as a meme-marketing company before expanding its portfolio to address a wider range of digital and creator-led marketing requirements.

The company said it has recorded a 55% compound annual growth rate (CAGR) over the past three years and currently employs more than 350 people across Bengaluru, Mumbai and Delhi.

Its businesses include Solo, a creator platform; Meme’d, a short-form content unit; Crunch Studios, its production arm; and Imagined Studio, which focuses on brand and product design.

WLDD has worked with brands including Amazon, Coca-Cola, OpenAI, Spotify, Netflix, Tata Motors, Philips, Rapido, Tinder and Audible.

Investment Follows 2023 Seed Funding

The transaction follows WLDD’s $1.25 million seed funding round in 2023, which was led by Negen Capital.

In 2025, the company also acquired select intellectual property of ScoopWhoop from The Good Glamm Group. The transaction was valued at around Rs 20 crore, according to reports.

The latest investment brings a communications consultancy and an investment professional into WLDD’s shareholder base as the company seeks to expand its presence across the broader creator and digital marketing ecosystem.

Strategic Interest in the Creator Economy

For Adfactors PR, the investment provides an opportunity to strengthen its capabilities around creator-led marketing, digital culture and online communities.

The communications industry has increasingly expanded beyond traditional media relations as brands seek to reach audiences through creators, social platforms and digital communities. WLDD’s existing operations give Adfactors PR exposure to these segments while potentially creating opportunities for collaboration between communications and creator-led marketing.

Madan Bahal, Co-founder and Managing Director of Adfactors PR, said digital culture, creator communities and the speed at which narratives travel are reshaping reputation and influence.

He added that communications consultancies need to invest in capabilities spanning media, markets, technology and earned influence.

Khemani Bets on WLDD’s Growth

For Vikas Khemani, the investment represents a personal bet on WLDD’s founders and the company’s position in the evolving attention economy.

Khemani said India’s attention economy is reaching an inflexion point, with spending shifting from traditional media towards creator-led distribution.

The investment also reflects the growing interest in businesses that operate at the intersection of creators, content, brands and digital distribution.

WLDD Co-founder and CEO Arihant Jain said the company was founded on the view that memes, creators and internet communities were becoming an important form of communication and attention.

The company now aims to build a broader platform for brands seeking capabilities across cultural understanding, content creation, distribution and creator-led engagement.

What the Investment Means for WLDD

The investment gives WLDD strategic backing from both a major communications consultancy and an investment professional, while the board appointment adds senior corporate and M&A experience to its leadership structure.

With its expansion into creator platforms, production, content and brand solutions, WLDD is positioning itself beyond a traditional influencer-marketing agency.

The company’s ability to sustain its reported growth rate and convert its expanded portfolio into larger and recurring client relationships will be key factors in determining the next phase of its growth.

The investment comes as WLDD expands beyond meme and influencer marketing into creator platforms, content, production and brand solutions.

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SIP Built Your Corpus. SWP Decides How Long It Lasts

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SIP Built Your Corpus. SWP Decides How Long It Lasts

Retirement planning is usually about one big question: How much money do I need to retire?

But once you actually retire, another question becomes just as important:

How much can I withdraw without running out of money?

This is where a Systematic Withdrawal Plan (SWP) can become an important part of your retirement strategy.

An SWP allows you to withdraw a fixed amount from your mutual fund investments at regular intervals, while the remaining corpus stays invested. But unlike a pension, an SWP does not guarantee income for life. Your money remains exposed to market movements, inflation and other risks.

First, calculate your actual income gap

Don’t start with a random withdrawal number.

Start with your expenses.

Add up your essential monthly costs – household expenses, healthcare, insurance, utilities and other regular needs. Then subtract income you already have from sources such as a pension, rent or other investments.

The gap is what your SWP needs to cover. For example, if your retirement expenses are ₹70,000 a month and you receive ₹30,000 from other reliable sources, your portfolio needs to generate the remaining ₹40,000.

That number should drive your withdrawal strategy – not simply what feels comfortable today.

How much can you withdraw?

Suppose you retire with a ₹1 crore corpus and withdraw ₹40,000 every month.

That is ₹4.8 lakh a year, or an initial withdrawal rate of 4.8%.

Whether that money lasts depends on several factors – investment returns, inflation, how long you need the corpus and whether your withdrawals increase over time. There is no single withdrawal rate that works for every retiree.

The bigger the withdrawal, the greater the pressure on your corpus.

The biggest risk may come early

Imagine you retire and the market falls sharply in your first year.

You still need your monthly income, so you continue withdrawing money while your investments are down.

You may now have to sell more units to generate the same amount of cash.

This is known as sequence-of-returns risk – and it can seriously affect how long your retirement corpus lasts.

One way to manage this is to keep some money in relatively safer or liquid investments for near-term expenses, reducing the need to sell growth-oriented investments during a market downturn.

Inflation doesn’t retire with you

A ₹50,000 monthly expense today won’t necessarily remain ₹50,000 five or ten years from now.

Healthcare, household costs and everyday living expenses can rise with inflation.

That means your retirement plan needs to account for rising expenses, rather than assuming today’s spending will remain unchanged.

Your SWP should therefore be reviewed periodically instead of being treated as a set-it-and-forget-it strategy.

Don’t ignore taxes

An SWP isn’t simply “withdrawing your own money”.

Each withdrawal involves the redemption of mutual fund units. The taxable portion is generally the capital gain arising from the units being redeemed, with the applicable tax depending on the fund type, holding period and prevailing tax rules.

So your retirement strategy isn’t just about how much you withdraw.

It is also about how you structure your investments and withdrawals.

The bigger retirement lesson

Building a ₹1 crore or ₹2 crore corpus may feel like the finish line.

It isn’t. Accumulation is one part of retirement planning. Decumulation – deciding how to use that money – is the other.

A good retirement strategy needs to answer four questions:

How much will I need?
How much can I withdraw?
Where should the remaining money stay invested?
How often should I review the plan?

Because the goal isn’t simply to retire with a large corpus. The goal is to make that corpus last as long as you need it.

Source: Moneycontrol

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The Festive Sale Trap: Are You Really Saving Money or Just Spending More?

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Every year around this time the banners go up. Big Billion Days. Great Indian Festival. Biggest sale of the season. The countdown clocks start ticking on your phone screen before you have even finished your morning chai and somewhere in your head a voice says: this is the week to buy.

These sales are expected to open in the same window this year, right before the festive season starts, just like they have for the last several years. For roughly a week the two platforms will throw everything they have at shoppers: flash deals, bank discounts, exchange bonuses and badges that scream up to 80% off. It is, by most accounts, the best week of the year to buy a phone, a television or a washing machine.

That contradiction sits at the heart of every festive sale season in India. The marketers are winning the game, no question. Whether the consumer is actually winning too is a far messier question and the honest answer is: it depends on how much homework you did before you clicked “buy now.”

The ₹1.2 lakh phone that becomes ₹99,999

Here is a scene that repeats itself on every sale day. A flagship phone is listed with an MRP of ₹1,20,000. During the festive sale it shows up at ₹99,999, a saving that looks like ₹20,000 straight into your pocket. The badge says 17% off. The urgency banner says only a few units left. It feels like a steal.

Except the phone was never really selling at ₹1,20,000 in the first place.

So the “discount” you are celebrating is partly real and partly an illusion built on a number that was inflated to begin with. 

Brands and platforms know this works because human beings are wired to judge value by comparison rather than by an absolute number.

How the discount is actually decided

The math behind a festive sale price rarely starts with the question “what can we take off for the customer.” It usually starts somewhere else entirely.

Brands and platforms sit down months in advance and work backward from a margin target. A phone manufacturer wants to move old inventory before a new model launches. A platform wants to hit a gross merchandise value number that looks good in its next investor update. A bank wants more of its credit cards used during the festive quarter. All three sit at the same table and negotiate who absorbs how much of the “discount.”

Often the brand raises the base price a few weeks before the sale begins, then cuts it back down during the sale so the final number looks dramatic against the newly inflated one. Platforms add their own promotional coupons on top, funded partly by the seller and partly by the platform’s own marketing budget. Banks chip in an instant discount of 5 to 10 percent, capped at a fixed amount, in exchange for pushing their card to millions of shoppers who might not have applied for it otherwise. No cost EMI schemes are dressed up as free financing when in reality the “interest” is usually built quietly into the product price rather than charged separately.

Stack all of that together and the final number on your screen is not really a price. It is the output of a negotiation between four or five parties, none of whom were in the room to represent you.

How consumers end up fooled

None of this works without a few psychological nudges and Indian shoppers have gotten fairly familiar with most of them by now, even if they still fall for them.

Fake urgency is the most common one: “Only 2 left” or a countdown timer that resets the moment the sale extends by another day. Price history erasure is another, since most product pages show only the current price and the so called original one, never the actual trend over the past three months. Bundling dresses up value by throwing in an accessory or a subscription that inflates the perceived worth of the deal without meaningfully cutting the price of the product itself. Confirm shaming shows up in smaller ways too, in the guilt inducing pop up that appears when you try to close a cart or skip an add on, worded to make declining feel like a mistake.

India’s consumer regulator has actually put a name and a rulebook to a lot of this. The Central Consumer Protection Authority notified the Guidelines for Prevention and Regulation of Dark Patterns back in 2023, listing thirteen specific practices as unfair trade practices, including false urgency, drip pricing, basket sneaking and bait and switch. In 2025 the CCPA issued fresh advisories asking platforms to self audit and fined companies including an ed-tech major and a global security software firm for using manipulative design. More than two dozen major platforms have since submitted self declarations claiming to be free of these patterns, though the regulator has made clear that monitoring will continue regardless of what companies declare on paper.

The existence of a rulebook does not mean every seller follows it closely. It just means a shopper today has a name for the trick when they see it, which is more than they had a few years ago.

How to shop the sale without letting the sale shop you

None of this means festive sales are worthless. Genuine price drops do happen, especially on last generation electronics, home appliances nearing a model changeover, and fashion inventory that retailers simply need to clear before the next season. The trick is separating the real cuts from the theatre around them.

A few habits go a long way. Track the actual price of a product over the past two to three months rather than trusting the strikethrough MRP on the page, since several browser extensions and price tracking sites now do this for Indian marketplaces. Compare the same product across platforms and the brand’s own website before deciding, because the “biggest” sale badge does not always mean the lowest price on the internet that day. Read the fine print on no cost EMI offers and work out the flat price if you paid upfront, since the difference tells you how much interest is actually hiding inside the “zero cost.” And resist the countdown clock.

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Copper Hits a Record High. Should You Care?

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Copper Hits a Record High. Should You Care?

Prices are up 16% in 2026. Here’s what’s driving the rally – and what it could mean for your investments.

Copper prices have hit an all-time high of $14,533 per tonne on the London Metal Exchange (LME), taking the metal’s gains to around 16% so far in 2026.

At first glance, this may sound like just another commodities-market story.

But copper is different.

It is used in everything from power grids and electric vehicles to electronics, renewable energy projects and AI data centres. So when copper prices rise sharply, the impact can eventually show up in company profits, product prices and even investment portfolios.

So, why is copper suddenly so expensive?

The biggest reason is a simple one: supply is getting tighter while demand remains strong.

Copper inventories have been falling in key markets. Shanghai Futures Exchange inventories, for instance, have dropped to around 63,000 tonnes – roughly 85% below their mid-March levels. LME inventories are also showing signs of tightness.

At the same time, copper is becoming increasingly important to the global economy.

Think about the growth of:

  • – Electric vehicles
  • – Renewable energy
  • – Power transmission and grids
  • – Electronics
  • – AI data centre

All of these require significant amounts of copper.

There is also a short-term supply issue. Global copper-mine production fell 1.1% in the first half of 2026, while concentrate production declined 2.6%. Production problems in major copper-producing countries such as Chile, Indonesia and the Democratic Republic of Congo have added to supply concerns.

And expectations around possible US tariffs on refined copper have further distorted global supply flows, pulling more metal towards the US and tightening availability elsewhere.

But what does this have to do with your money?

More than you might think.

1. Copper prices can affect the things you buy

Copper is an important input for electrical products, cables, appliances, construction and other industrial goods.

When the cost of a key raw material rises, companies have two choices: absorb the higher cost or pass some of it on to consumers.

That means a prolonged copper rally could eventually put pressure on the prices of some products and services.

Some manufacturers are already looking at alternatives such as aluminium to manage higher copper costs.

For your household budget, this is one reason commodity prices matter even if you never trade commodities.

2. Your investments could already have copper exposure

You don’t necessarily need to buy copper directly to have exposure to the copper cycle.

Companies involved in copper mining, processing, cables and other industrial businesses can benefit when copper prices rise – although their stock prices don’t automatically move in line with copper.

For example, Hindustan Copper gained nearly 5% in early trading on September 8 after copper hit a fresh record.

But this is where investors need to be careful.

A copper rally does not automatically mean every copper-related stock is a good investment.

A company’s profits also depend on production costs, debt, management, competition and valuations.

So buying a stock simply because “copper is going up” can be a very different bet from investing in the copper theme itself.

3. Should you buy copper now?

This is probably the most important question.

Not just because it has hit a record high.

Copper may have a strong long-term story, but commodities can be extremely volatile. After a sharp rally, prices can also see profit-taking and corrections. Analysts quoted by Moneycontrol expect near-term volatility even though the longer-term demand story remains constructive.

And there is another problem for Indian retail investors: directly investing in copper isn’t as straightforward as buying gold or silver.

India currently doesn’t have a domestic copper ETF or mutual fund that gives simple direct copper exposure. Direct participation is primarily through commodity derivatives such as MCX copper futures, but these involve leverage, margin requirements and significant risk. A standard MCX copper futures lot is 2.5 tonnes, making it unsuitable for many small investors.

So if you’re looking at copper today and thinking, “Prices are going up – should I jump in?”, the answer isn’t necessarily yes.

The bigger personal-finance lesson

Copper’s rally is a good reminder of something investors often forget:

A good investment story doesn’t automatically make it a good investment for you.

Copper has a compelling long-term narrative – electrification, AI, EVs and expanding power infrastructure could keep demand strong.

But that doesn’t mean you need to chase the rally.

For most investors, the first priority should still be a diversified portfolio aligned with their goals, time horizon and risk appetite.

If you already have diversified equity exposure, you may already have some indirect exposure to the industrial and infrastructure themes driving copper demand.

And if you’re considering a commodity allocation, understand what you’re buying, how volatile it can be and how much of your portfolio you’re willing to put at risk before making a decision.

Because the real question isn’t:

“Will copper go higher?”

It’s: “Does copper belong in my portfolio – and if yes, how much?”

That’s the question worth asking when any asset hits an all-time high.

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