Mr. Ayush Jhawar, Founder & CEO of Genefied, discussed with The Hans India how QR-based technology is revolutionizing loyalty and traceability within the consumer packaged goods (CPG) sector. He highlighted the platform’s effectiveness in addressing counterfeiting, improving operational efficiency, and providing brands with real-time data from production to end-user consumption. Jhawar shared Genefied’s aspirations for AI integration, global growth, and community-focused brand engagement. Genefied was conceived to fill a noticeable gap in the CPG industry, where brands often lacked visibility from distribution to retail and from retail to consumer. In India, where traditional retail remains prevalent, many kirana shops function without technological infrastructure. This presented an opportunity to supply brands with data and insights from these key touchpoints.
Initially aimed at anti-counterfeiting, digital warranties, and consumer interaction, Genefied has now evolved into a comprehensive QR-based platform. Their technology enables traceability from manufacturing to last-mile delivery, providing leading enterprises with real-time visibility and fostering deeper consumer relationships. Jhawar explained that Genefied’s technology helps combat counterfeiting and enhances trust between brands and consumers through unique QR codes embedded in product packaging, which establish secure identities for each unit. Consumers who scan these codes are instantly assured of authenticity, receive digital warranties, and earn loyalty rewards. This process not only discourages counterfeiters but also bolsters consumer confidence. Brands benefit from immediate data on product verification and consumption locations, enhancing transparency and lessening grey market activities, particularly in regions plagued by counterfeiting.
In a landscape dominated by loyalty programs, Genefied’s QR-based approach distinguishes itself from traditional rewards systems. Unlike app-based loyalty programs that struggle to scale in offline settings, Genefied’s solution integrates directly with products, creating a seamless experience for consumers, retailers, and distributors through a single scan. Their system offers immediate rewards and digital warranties while fostering community through storytelling and influencer collaborations. The same QR codes fulfill multiple functions—tracking, loyalty, and warranty—thus increasing operational efficiency for brands and providing instant gratification for users. Looking ahead, Jhawar anticipates significant trends in loyalty technology and supply chain digitization, emphasizing the importance of convergence.
Genefied is already working on integrating AI through a project named Hybrid Ocean, which aims to utilize both internal brand data and external market indicators to predict trends, optimize distribution, and customize loyalty programs. Jhawar also sees micro-influencers and retailer communities becoming increasingly influential in brand engagement, with features like story-sharing in their app designed to leverage this trend. The demand for real-time, farm-to-fork visibility in supply chains will rise, driven by smart data integration and contextual automation. Genefied is entering an exciting phase of growth, with plans to expand into Southeast Asia, beginning with Indonesia, while also strengthening its presence in Dubai.
Domestically, they aim to enhance their reach in South India, complementing their established positions in the North and West. They are also planning a fundraising round, details of which are confidential. Additionally, Genefied is investing in AI via the Hybrid Ocean initiative and launching LemonTart, a digital voucher platform, alongside new community-building features like Stories to enhance engagement with retailers and influencers.