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Counterfeits are everywhere, but no industry has it tougher than the nutraceutical. With over 53% of the population opting for healthier food consumption, the nutraceutical industry is witnessing a rise. This has also opened the doors for counterfeiters, passing off fakes with wrong ingredients, sub-par quality and zero safety standards. Gainz4Ever, one of India’s popular health supplement brands has been facing the heat for a long time with no end in sight.
Counterfeit Threat for Gainz4Ever
Gainz4Ever has been offering nutraceutical products including protein powder/supplements, and pre and post-workout supplements to customers across the country. The rising popularity of their products also gained the unwanted attention of fraudsters. They witnessed a sudden jump in encounters of fake products since the pandemic hit. The products were infringing the trademark and sold with harmful and low-quality ingredients, receiving numerous complaints from customers who fell for the scam. The offline and online markets were plagued by the brand’s fake products which caused severe damage to their sales and reputation in the market.
Exploring Anti-Counterfeit Solutions
The graveness of the situation nudged Gainz4Ever to explore different anti-counterfeiting solutions available in the market. The requirements: a solution that was unique, impossible to counterfeit, improving customer experience, and enhancing the value of their product. Their search ended by partnering with Acviss. The leading anti-counterfeiting and brand protection solution provider answered all their needs by offering a simplified, user-friendly secure authentication solution.
Acviss Product Authentication Solution for Gainz4Ever
Acviss’s prime product authentication solution offered AI-integrated, unique, non-cloneable labels combined with scratch options for multi-layered security. Each product unit implemented a unique non-replicable label providing an independent identity. This enables brands to pinpoint the exact location and product unit that was tampered with. The AI-powered pattern recognition helps customers simplify their verification process. This allows customers to scan the label and identify the hidden patterns and AI integration preventing errors and increasing authentication accuracy.
Multi-Layered Authentication Support for Enhanced Security
The solution offered by Acviss in contrast with the traditionally available products poses multiple layers of security. This allowed Gainz4Ever to significantly reduce the threat. The authentication solution included the non-cloneable AI-enabled 2d code which held another invisible pattern that can only be verified from the website.
Over the code, a scratch option was embedded to strengthen the security. The customer while verifying the product had to scan the product and input the serial number hidden behind the scratch code. The code and serial number are unique, which makes the same combination repeat impossible. This ensures the product is easily identifiable if tampered with and helps to build customer trust.
This solution is built with the user in mind. Instant pattern recognition in the label notifies customers if they encounter a fake product. This brand protection solution shares the location and product ID with the brands for taking up further enforcement action.
“The intuitive and user-friendly dashboard allows us to easily track and monitor usage, and gain valuable insights.” – Gainz4Ever representative.
Benefits of The Solution
The product authentication solution, effective in deterring counterfeits, also widens the scope of customer engagement. The platform acts as a channel for brands to interact with their customers, notifying them of post-purchase new offers or sharing promotional materials. An added advantage of the solution is that Gainz4Ever can now track post-purchase customer behaviour, customer interactions and counterfeit patterns. This enables the brand to identify hotspots of recurring counterfeit incidents, recognise the trends and implement marketing campaigns focused on awareness building and matching the risk level. A huge boost for the long-term sustained growth of the brand.
A Big Step for The Industry
The severity of counterfeiting in the nutraceutical/protein supplements industry is the result of how unaware customers are of the frauds occurring in the market. Consumers have little to no means to authenticate the product without expert guidance. This has been the advantage counterfeiters have been exploiting for long. However, Gainz4Ever’s initiative to put an end to the threat is the first step towards a revolutionary path. Employing advanced technology-integrated authentication solutions will only ensure that the product and the brand are future-proof. Along with Acviss’s innovation and combined brand protection strategy building will enable Gainz4Ever and more brands to secure their products, customers and the market with trust, confidence and value.