EXCITEMENT filled the air as the Filipino community eagerly anticipated the edamama Family Expo 2023. In an exclusive interview with Malaya Business Insight, edamama co-founders Bela Gupta and Nish D’Souza delved into their journey, vision, and dedication, shedding light on their commitment to Filipino families.
The Family Expo 2023, which was held at SMX Mall of Asia from September 15 to 17, represented the realization of a dream that originated with a digital platform. Bela and Nish envisioned a platform that seamlessly integrates content, community, and commerce, catering to the unique needs of Filipino families. This vision took root during the challenging days of the COVID-19 pandemic, where virtual connections became a lifeline. However, the desire to foster tangible connections culminated in the inaugural Family Expo in 2022.
The inaugural Family Expo was more than just an event; it was an opportunity for Bela and Nish to bridge the virtual and real worlds. It allowed them to meet their cherished customers, particularly the Filipino community, and gain insights into the demand for offline purchases. This invaluable experience served as a stepping stone for their foray into physical stores.
What initially began as an offline activation during the pandemic has since flourished into a thriving series of events. From pop-up stores to permanent offline locations, The Family Expo has experienced exponential growth. Bela and Nish are setting ambitious goals, aiming to expand to numerous malls and establish over 100 stores in the next five years.
The foundation for this expansion lies in their understanding of customer preferences and needs, garnered during the initial Expo.
The Family Expo 2023 promised to be the most spectacular edition yet, adorned with the enchanting theme of “Christmas Candyland.” This theme reverberated with the deep cultural significance of Christmas in Filipino traditions. It guaranteed surprises and enchanting elements that made the event truly unforgettable. From expertly curated products to engaging interactive activities, Bela and Nish said that The Family Expo 2023 offered something for everyone.
edamama’s online-to-offline parenting platform has played a pivotal role in supporting Filipino families, particularly during times of uncertainty such as the COVID-19 pandemic.
Providing access to safe and reliable essential products was crucial, offering parents peace of mind. Bela and Nish said that the platform’s unwavering commitment to quality and authenticity sets it apart, delivering a trustworthy shopping experience.
Bela and Nish said that Family Expo epitomized the paramount importance of family within Filipino society. Beyond shopping, it stands as a celebration of togetherness, offering incredible deals, and the promise of a memorable experience. The event’s core essence aligned with edamama’s mission to uplift and support Filipino families.
In the face of economic challenges marked by rising inflation, Bela and Nish said that The Family Expo emerged as a haven for families. It provided a one-stop solution, granting access to a diverse array of products, often at discounted prices, irrespective of one’s household budget. The strategic scheduling of quarterly Expos empowers families to plan their purchases in advance, alleviating holiday season stress.
The Family Expo is poised for sustained growth and expansion. Bela and Nish are committed to enhancing the event’s production value, securing even more attractive deals, and expanding its reach beyond Manila. The demand is evident, and edamama’s digital-first approach equips them with the tools to swiftly access customer data and respond effectively.
The Family Expo 2023 transcended being a mere event; it embodied the vision and commitment of Bela and Nish and reflects edamama’s unwavering support for Filipino families. It stood as an occasion for celebrating togetherness, providing access to incredible deals, and promising a memorable experience. As the Expo continues to flourish and reach new horizons, Bela and Nish said that it remains a beacon of hope for Filipino families, offering convenience, quality, and a reason to celebrate throughout the year.
