Protecting Brand Value Through AI, Algorithms

By Namita Shibad
Hindustan Times, New Delhi

WWR Article Summary (tl;dr) Three entrepreneurs who have worked in the Bay area for 18 years decided they wanted to find a solution to battle the counterfeit industry. After watching a documentary on the subject their company “NeuroTags” was born.

Hindustan Times, New Delhi

It is easy to get waylaid by your idea, to get so blinded by it, that you cannot see the ground realities.

Especially if you are a start up, chances are you will get so fascinated and absorbed by your solution, that it is almost impossible to change it. But not so with NeuroTags, a startup that was set up in January 2017.

Nitin Gupta, Yogesh Mihariya and Abhishek Agarwal, co-founders of NeuroTags were watching a documentary on the counterfeit industry. Says Nitin, “The film-maker showed how she made a mistake while purchasing medicines. The chemist asked her to pick out the right pack after showing her three similar packs of the same medicine. She made two choices and she was wrong both the times. This set us thinking, why can’t we find a reliable solution to this?”

The trio, who have worked in the Bay area for 18 years in the IT industry, decided to find a solution.

Says Nitin, “The current solutions are holograms and radio-frequency identification (RFID). Both these technologies could easily be replicated, defeating the purpose of counterfeit prevention.” And what was born after much brainstorming and experiments was NeuroTags. “This is a digital solution to the problem and it cannot be replicated,” adds Nitin.The reason is that the tags are double layered and digital.

“If you choose to buy the product, there will be another tag on the product itself. These tags can be printed on the packaging, stuck on it and embossed on the product itself. So when a person buys say a radiator from Maruti Suzuki, first the packaging will provide him with details and then upon purchase the embossing on the product will certify it.” What these tags do is not only let a buyer know that the product s genuine, but also lets the seller know who is buying what and from where. There is a lot of back end work. When you scan the package or the product you are directed to a webpage. Seems simple but we have a lot of algorithms that help our server to verify the product. Artificial intelligence is also used. Then if you purchase it, the system will note it down. The product can be purchased only once. The tag on the product can be accessed only upon purchase.”

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