Day: May 2, 2023

Dealing with the growing competition in the grocery delivery space, Smrithi Ravichandran, vice president, head of grocery at Flipkart says, “We are working towards strengthening the market through technology and innovations leveraging deep consumer insights, sustained growth across categories, and strategic investments in new avenues.”In an exclusive interaction with ETRetail, Ravichandran shares her insights on the rising online grocery demand across India, and utilisation of technology in scaling the Flipkart’s grocery business in real Bharat which includes small cities and remote areas.

Edited Excerpts:

Q) How do you see the increasing demand for online grocery services? In what way, pandemic helped Flipkart’s grocery business grow?

continued below

Demand for grocery services online has gained immense momentum in the last couple of years. The pandemic acted as a catalyst that gave rise to lifestyle changes and compelled consumers to become more conscious of their choices.

Our Flipkart Supermart (Flipkart Grocery), which we started in 2018, have been a significant contributor to the overall growth of the platform. Last year during the festive season, grocery witnessed a 2.3 times increase in new customers using the platform.

Flipkart Grocery currently serves more than 1,800 cities and over 10,000 serviceable pin codes across all 28 Indian states. It has ramped up its operations in the past couple of years by establishing over 23 fulfilment centres spread over an area of 27.5 lakh square feet.

Q) How has consumer behaviour changed in last 2-3 years? Did you see any demand uptick from tier 2,3 and beyond regions for online grocery shopping?

The Indian online grocery market is estimated to reach US$ 26.93 billion in 2027 from US$ 3.95 billion in FY21, expanding at a CAGR of 33% (Ibef). Interestingly, only the top 10 million households that earn over 20 lakh yearly, and spend around 20-25% of the total earnings on grocery items, contribute less than 12% to the overall growth of the grocery market in India, however, this segment still has the highest focus and competition, currently.

The true potential lies in the 277 million households in smaller areas of the nation that earn below 10 lakh, but cumulatively spend over 400 million annually on groceries. Smaller pockets and towns are severely under tapped, although the paradigm is changing and we witness consumers from non-metros are also entering the online space.

Last year, nearly 70% of the grocery demand on Flipkart was recorded from tier-II and -III cities.

To ensure consumers from smaller cities and towns find a perfect platform for all their daily essentials, we have designed an interactive and an inclusive platform as part of our homepage revamp efforts last year. As part of the new design, there is a separate and more visible tab available for Grocery on the homepage. Additionally, to enable greater inclusivity and reach out to the heterogeneous consumers, Flipkart has made its app available in 11 Indian languages so far.

Technological capabilities like regional language interface and voice assistant have been game changing in creating a more sustainable e-commerce ecosystem which is both empowering and inclusive for customers from across different regions.Smrithi Ravichandran

It is estimated that three out of five shoppers belong to tier-2 or smaller cities, one in three shoppers belong to low-to-middle income segments, and one in three shoppers is Gen Z (younger than age 25). Each of these micro-segments exhibits distinct shopping behavior. For instance, shoppers in tier-2 or smaller cities have higher salience of voice and vernacular search, whereas low-to-middle income households rely more on image-based search.

Q) Can you put some light on the growth drivers in the e-grocery market?

Some significant drivers of the e-grocery market that we witness today beyond convenience include higher internet penetration in smaller cities, secure mode of transaction, access to expansive and quality selection of regional products, strengthened supply chain, access to product comparison, personalization and importantly, seamless shopping experience enabled through innovation.

Disposable income is another significant driver. The Indian consumer’s household expenditure on groceries increases as one goes deeper into the smaller cities. The idea with this category should be to get consumers to transact every month, make it a regular task and not just once in six months or once a year.

In parallel, digital platforms like ours will need to optimize channel mix, design a tailored assortment, drive high visibility, and build differentiated capabilities around the supply chain, especially for fresh groceries.

Q) Do you see any effect on your business from the competition increasing in this space?

The vision to make digital commerce accessible and to enable a seamless online shopping experience for consumers in India is being shared by many brands in the country. The problem we have set out to address is quite large and has room for everyone to collaborate and work towards accomplishing the mutual goal.

We are boosting entrepreneurship by building an ecosystem for sellers and working towards uplifting the socio-economic opportunities for everyone we work with.

For the last 15 years, Flipkart has made major infrastructure investments to build an inclusive platform that delivers value across India and Bharat as well as serves consumers even in the most remote regions through the power of technology and innovation.

Since inception we have invested extensively to ease onboarding of customers, particularly those from outside metro areas which accounts for more than 60% of the total consumer base on our platform.

Flipkart’s supply chain is also one of our competitive strengths. Currently, we deliver over 100 million shipments per month.

Q) How do you use technology to onboard sellers and enhance their digital experience on your platform?

Business owners need just 3 things to become a Flipkart Seller, at least one product they plan to sell, supporting details about the business and pickup address to help us pick their products for delivery.

We are assisting thousands of MSMEs take the first step and digitalize their business to reach a pan-India market of over 450 million online shoppers through e-commerce over the past decade.

We introduced several industry-first marketplace policies last year that focused on making the onboarding process easier for the sellers. This includes 10-minute onboarding; ease of listing and cataloging – an AI-led automated solution which converts any product image to Flipkart-standard quality; payment/return policies – with this, Flipkart processes seller payments within 7-10 days from dispatch. A few more are integrated group travel benefits for sellers with Cleartrip integration.

A host of enhancing tech capabilities on the marketplace for both existing and new sellers were introduced as well to help sellers enter into the digital space.

This includes easy settlements and simplified costs. Flipkart also leverages data insights to make the mapping of product commissions more predictable, reduce cost and democratize e-commerce for MSMEs. We further provide reduced and flat return costs for product listings that reduces the cost for sellers and enables them to earn more.

Catalog cost reduction is a step towards democratizing e-commerce for all. In fact, catalog creation through an AI-led image editing solution has resulted in significant cost reduction for all sellers across the verticals.Smrithi Ravichandran

Flipkart registered over 11 lakh businesses including Shopsy and achieved a milestone growth of 220% in its seller base over 2021, during the last festive season.

Q) How do you assess the online grocery market growth in the upcoming years?

India has robust fundamentals supporting a continued boom in e-grocery services. Grocery, along with other categories such as fashion, general merchandise including personal care, have the highest penetration headroom and will therefore fuel growth of the overall market.

Q) What kind of strategies do you plan to implement to scale this business?

India is essentially a value-centric market and more so in grocery. On an average, consumers across Indian households spend around Rs 6,000 to 8,000 every month. Annually, the cumulative expenditure on groceries is probably the largest compared to any other category. Naturally, consumers are constantly on the lookout for value in the grocery segment. Even with the penetration of modern retail, the largest players are actually pivoting on value. The offering here is good quality products at a great price.

Similarly, we will be playing on selection which is core to a customer’s basket. For instance, in any given city, the total number of available grocery products is about 25,000 to 30,000, but the biggest chunk, i.e. 90% of what customers want is between 5,000 to 7,000. Our aim is to provide consumers immense value on every purchase paired with great quality and wide selection.

In the coming years, we will be expanding our presence across more towns and cities in India.

Q) Do you manage the complete supply chain and support the farmers to bring their products from farm to fork?

For us, fresh groceries have been an important prerogative and through our strategic partnership with Ninjacart’s made-for-India business-to-business (B2B) supply chain infrastructure and technology solutions, we are ensuring delivery of high quality fresh produces to our consumers’ doorstep across the country. Ninjacart powers our backend since they are directly facing the farmers for procurements.

Currently, Flipkart Grocery has trained and built capacity for over 10,000 farmers, the platform has an extensive partnership with over 300 FPOs in India. Last year, Flipkart Grocery collaborated with The Spice Board of India to assist farmers in Idukki, Kerala with procurement of spices, provide timely training and access to the pan-India market.

Most Read in E-tailing

Summer is almost here, and you know what that means: so many trips to the playground to soak up the sun and run out all that pent-up energy from your kiddos. Fortunately, there are tons of things to do together at the playground. You can give swing pushes (or swing beside them), hold their hands as they balance on beams, help them cross the monkey bars, or just stand at the ready — cringing in anxiety — when they’re adamant they can do the zipline without help. One thing you shouldn’t do at the park or playground? Slide down the slide with your kid.

While it seems like a fun memory to make and almost a rite of passage in parenthood, one TikToker wants to gently remind parents that doing so can actually do a lot of damage. Pediatric emergency medicine doctor (and mom of four) @Beachgem10 recently shared a video with a straightforward message: This seemingly harmless activity is a common cause of broken legs in infants and toddlers.

Feeling attacked? You’re not alone. But knowing the truth can help keep your little safe(r).

“So now we’re not supposed to slide down slides with our kids or play at the park with our kids,” TikTok user Caley Carroll posted, responding to a commenter who shared the dangers of sliding down the slide with your child. “No, really. I would love to hear everybody chime in on this: What’s your opinion about sliding with your children?”

Enter @Beachgem10, who chimed in to share their expert advice and gentle warning to parents looking to play on the playground this summer.

“I’m a pediatric emergency medicine doctor and we commonly see infants and toddlers breaking their legs because they’re sliding down a slide on the lap of an adult or an older sibling,” the doc explains. “Their little foot usually gets caught against the slide or sometimes underneath the bigger person’s leg. The inertia of the bigger person is propelling them down the slide and it’s too much pressure and it breaks the bone.”

Yikes! Ain’t nobody got time for an emergency room visit or the subsequent medical bills, and that’s exactly what you could be looking at if you slide down the slide with your toddler and end up catching their leg under you.

In fact, 2017 research by the American Academy of Pediatrics showed that hundreds of thousands of children were injured on slides in the U.S. between 2002 and 2015. According to researchers, toddlers ages 12 to 23 months had the highest percentile of injuries in kids under 6 years old.

However, that doesn’t mean you can’t still play and engage with your kiddo at the park.

“The safest thing is one person sliding at a time. But you can still play in the park with your kids,” she reminds parents and those who are quick to feel overwhelmed by this “new rule.” “They love that kind of stuff, when their parents are engaged in playing with them and catching them at the bottom of the slide. Just don’t slide down with them… unless you wanna meet me in the ER.”

A couple of commenters even shared how they do slides “together.”

“Yes! I hold his hands and slowly guide his hands down the slide!” commented Sarah Jackson.

“When my toddler wants to go ‘together’ I go first and she goes right behind me. She enjoys it just as much,” said another commenter, Montessori Explained.

And, of course, as @BeachGem10 points out, you can always wait at the bottom to catch your sliding child.

Read also: Revised World Bank forecast slashes Ukraine’s economic growth expectations

BAEI went up from 49.5 in March to 51.5 in April, crossing the neutral level of 50 points, indicating positive expectations for production growth.

These expectations were attributed to improvements in energy supply, increased food and fuel supply, improved inflation and exchange rate expectations, and increased consumer confidence.

Retailers provided the most optimistic ratings of their performance and prospects for the second consecutive month, given the slowdown in inflationary pressure, a resurgence in consumer demand, and increased supply of goods. The sectoral index in April rose to 57.6, from 53.6 in March. Respondents improved their expectations for sales volume, while also expecting an increase in trade margins for the first time since July 2019.

Read also: S&P upgrades Ukrzaliznytsia rating amid wartime conditions

Manufacturing companies have been expecting economic growth for two months in a row, due to improved logistics, reduced production costs after the energy crisis has subsided, and stabilizing fuel prices. The sectoral index in April was at 50.5, down from 51.2 in March.

The service sector has continued to soften negative assessments of its economic prospects due to the gradual recovery of demand, improved energy supply, and seasonal factors. The sectoral index in April was at 48.8 – compared to 45.7 in March. Respondents significantly softened their negative assessments of incoming orders, while expecting an increase in the volume of services provided.

Read also: Ukraine’s central bank proposes capping consumer loan rates

The construction sector provided the most restrained assessments of its economic performance due to low consumer financial capacity, lack of investment, and unfavorable weather conditions: the sectoral index in April was 44.9 (45.9 in March). Unlike the previous month, respondents expected a decrease in construction volumes and also increased negative assessments of new order volumes.

Story continues

Despite some softening of forecasts, the majority of participating companies expect operational costs and tariffs for their products to increase.

Respondents’ assessments of employment have softened: retailers are expecting an increase in the number of employees for the first time since January 2022, while the rest of the surveyed sectors predict a slower pace of personnel reduction than in previous months.

Read also: Ukrainians still committed to victory, staying in Ukraine — new survey

The survey was conducted from April 4 to 21, with 481 companies participating. Among the respondents, 46.6% were industrial companies, 28.7% were service sector companies, 20.8% were retailers, and 4% were construction businesses; 33.1% of respondents were large companies, 30.6% were medium-sized, and 36.4% – small businesses.

We’re bringing the voice of Ukraine to the world. Support us with a one-time donation, or become a Patron!

Read the original article on The New Voice of Ukraine

If you grew up with relatives like mine, a red meat sauce pasta such as spaghetti and meatballs (or, in my grandpa’s case, Italian sausage) was the quarterback of last-minute and large gathering meals. As an adult now, I get it. Pantry staples for the win, right?

However, I ate spaghetti so much as a kid that it’s become one of those meals I tend to steer away from now. Since I do my grocery shopping at Trader Joe’s, I’ve gotten into the habit of using the store’s digital recipe database for new pasta lunch and dinner ideas — and I’ve had a lot of delicious luck.

Tired of red sauce? TJ’s has Alfredo and other creamy white sauce recipes up its sleeve. For those with sensitive tummies or who prefer pasta noodles tossed in olive oil (team no sauce, I see you), Trader Joe’s has several recipes that call for the latter.

Inside this TJ’s recipe guide, you’ll find a broad spectrum of both easy and more decadent pasta recipes. Some can be made in 20 minutes, while others require a little more TLC. There are pasta recipes perfect for kids, at-home date nights, and everything in between. Now, that’s amore.

Find your new favorite pasta below.

1. Easy Bolognese-y

Pasta + meat sauce, you can’t go wrong! TJ’s fool-proof bolognese dinner recipe calls for pantry ingredients, a dash of garlic powder, ground beef (or ground turkey for a healthier alternative), and TJ’s beloved broccoli slaw. Tie the meal together with freshly baked garlic bread and a glass of red wine.

Get the recipe.

2. Turkey-less Pasta Primavera

If you don’t like sauced-based pastas, give this vegetarian dish a go. On a bed of Capellini noodles is a white wine-infused mixture of colorful carrots, leeks, and TJ’s Turkeyless Ground topped with fresh thyme. The ingredient list calls for TJ’s Grower’s Reserve Chardonnay, but any dry white wine will do.

Get the recipe.

3. Cheesy Hot Pepper Pasta

This spicy concoction centers around one secret ingredient: TJ’s Italian Bomba Hot Pepper Sauce. In a large saucepan, sauté oil, lemon zest, and bomba sauce, then fold in pasta and cheese. Pro tip: Set aside a cup of pasta water to “thin” the sauce once everything is combined. Serves six people.

Get the recipe.

4. Fusilli Garden Pasta

Another sauceless recipe, TJ’s Fusilli Garden Pasta is made with TJ’s Gluten Free Organic Brown Rice & Quinoa Fusilli Pasta and a garden of veggies and herbs. Tossed with toasted pine nuts and shaved cheese, this meal is a savory change-up from traditional pasta sauce recipes. Add cubed cheese and cured meats to turn your leftovers into a cold pasta salad.

Get the recipe.

5. Street Corn Pasta Salad

Italian meets Mexican street food in this elote-inspired pasta dish at the hands of TJ’s Mexican Style Roasted Corn with Cotija Cheese. You’ll also find black beans, chopped cilantro, lime juice, and red lentil sedanini. Unless you count boiling noodles, the 15-minute recipe requires no actual cooking and can serve a dinner gathering of eight.

Get the recipe.

6. Creamy Pesto Chicken & Broccoli Bow Tie Pasta

Cooking to impress? TJ’s Creamy Pesto Chicken & Broccoli Bow Tie Pasta will have your guests convinced their dinner came straight from a restaurant takeout container. Between the mascarpone and pesto and salted pecans, your tastebuds will be in flavor heaven. Simply leave out the grilled chicken for a vegetarian-friendly version.

Get the recipe.

7. Linguine Limone Alfredo with Shrimp

TJ’s Linguine Limone Alfredo with Shrimp is a tangy spin on the cult classic. Whereas you typically see fettuccine and chicken paired with Alfredo sauce, TJ’s opts for linguine and medium-sized shrimp instead. It’s all doused in TJ’s show-stopping Limone Alfredo Sauce, whose bright notes of citrus are rounded out with minced garlic and parsley.

Get the recipe.

8. Hot & Smoky Rigatoni Bake

Save yourself the hassle of cooking dinner every night this week by meal-prepping TJ’s Hot & Smoky Rigatoni Bake. The baked pasta is a delicious mosh pit of mozzarella, grated parmesan, whole milk ricotta, smoked paprika, marinara sauce, and fresh basil. Pack in the protein using sweet or hot Italian sausage.

Get the recipe.

9. Dairy-Free Mac ’n Cheese

This homemade dairy-free sauce will earn you bragging rights in your friend group. It’s a compilation of raw cashews soaked in TJ’s Unsweetened Almond Beverage puréed with nutritional yeast, lemon, yellow mustard, garlic, and a litany of seasonings (turmeric powder, sea salt, black pepper, smoked paprika, and cayenne pepper). Note: You’ll need a blender or food processor.

Get the recipe.

10. Gnocchi with Bacon & Brussel Sprouts

This 40-minute recipe produces cheesy-creamy gnocchi and caramelized Brussels sprouts pairing with crispy bacon. If you love soupy pastas (ya know, when you can get a spoonful of just the sauce), you’ll be excited to know the recipe comes with instructions for how to expand the sauce. The dish does require more hands-on cooking, so be sure to plan ahead and give yourself enough time to prep, cook, and clean up — mopping up bacon grease is no joke.

Get the recipe.

11. Lemon Ricotta Ravioli Salad

Pasta can be heavy on the stomach, but with the right ingredients, you can create a light meal that doesn’t result in unbuttoning your jeans. TJ’s Lemon Ricotta Ravioli Salad forgoes pasta sauce for a bed of crisp arugula. Each sunflower-shaped ravioli is packed with fresh ricotta cheese, real Sicilian lemon zest, salt, butter, and breadcrumbs. Top off the pasta salad with freshly shaved Parmesan and pine nuts — and if you’re feeling thirsty, a glass of white wine.

Get the recipe.

12. Creamy Smoked Salmon Linguine & Capers

This 10-minute recipe marries TJ’s Spinach & Chive Linguine (you’ll never be able to eat regular linguine again) and TJ’s Smoked Salmon Dip with Capers. Once combined, serve with fresh lemon slices. It makes for a special at-home date night dinner, plus you’ll have leftovers.

Get the recipe.

The Reserve Bank is set to keep interest rates on hold at 3.6 per cent amid signs consumer spending is slowing before the board meets tomorrow. 21 of the 30 market economists surveyed by Bloomberg predict the cash rate will remain steady as Commonwealth Bank predicts a rise by 25 basis points. Despite the forecasts, RBA Governor Philip Lowe has not ruled out further increases.

Judo chief executive Joseph Healy on Monday said the bank’s margins – what it earns on loans after costs – would rise to between 3.3 to 3.5 per cent in fiscal 2023, up from a previously expected 3.1 to 3.3 per cent.

The upgrade was driven by better than expected deposit costs and treasury movements. This was even as its “market leading” deposit rates had pushed funding costs higher in the past month.

Mr Healy’s confidence in Judo’s high margins comes as the big four have been vocal about their focus on capturing the higher margins available in the business lending market.

Challenged on his plans to hold on to high margins, Mr Healy said even though “a loan from Judo, once banked, is no different from a loan from any other bank” businesses were willing to pay half a percentage point more for Judo loans to secure the certainty the bigger banks do not provide.

“The experience on how you get that loan, and the experience that you have once the relationship is established, is where our point of difference is. And we believe, and I know this from deep experience, that customers generally are happy to pay up – our assumptions is up to 50 basis points – for that experience.”

With business customers valuing timely responses to credit applications, and given Judo is aiming to capture only a fraction of the $470bn small and medium- sized lending market in Australia, Mr Healy believed “that we can select the credit and customers that fit our profile”.

In the past month, the cost of new deposits was “at the top end of our through-the-cycle expectation of 80-90 basis points” over benchmark rates.

The neobank – which has no physical branches – expected solid business lending growth in the last quarter of the year.

It was on track to meet the rest of its fiscal 2023 guidance metrics, with unaudited profit before tax for the nine months to March 31 now at $86.7m.

Goldman Sachs said the update implied the business was running up to 25 per cent ahead of its fiscal 2023 forecasts, but would be immaterial to expectations in the 2024 financial year.

Judo shares rose as much as 6.85 per cent before closing 1.21 per cent higher at $1.26.

Sources said Barrenjoey sold a large stake of Judo shares on behalf of UniSuper, one of three substantial shareholders, at about $1.25 per share.

In today’s digital-driven economy, keeping up with the latest technologies and trends is becoming increasingly critical to staying competitive. But what exactly is meant by “digital solutions” and how can they help businesses achieve growth and innovation? Through this blog post, we will uncover the key role of digital solutions in driving business growth, increased productivity, improved customer service, as well as enhanced processes that lead to long-term success.

We will look at how companies are using technology in their operations to gain an edge over competitors while continuing to support a creative environment for happy employees. Furthermore, we will discuss best practices for creating effective workflow systems so you can make sure your business stays ahead of the game!

Digital Solutions for Businesses

In today’s competitive business landscape, there’s no doubt that digital solutions can help give companies the edge they need to succeed. From streamlining processes to increasing efficiency and boosting customer engagement, the benefits of these technologies are vast and varied. As the people from method.com note, for businesses looking to grow, pivot, or incubate new products and services the best bet is to rapidly unblock specific problems that frequently occur across the product lifecycle. The right digital tools can help businesses not only adapt to industry changes but stay ahead of the curve.

Different Types of Digital Solutions Available

In today’s digital age, there are countless types of digital solutions available to meet a wide range of needs. From mobile apps to cloud-based software, these tools make our lives easier and more efficient. They can simplify complex tasks, automate repetitive processes, and even provide entertainment.

If you’re looking for a way to boost your productivity or streamline your workflow, there is surely a digital solution that can help. With so many options to choose from, it can be overwhelming to decide which one is best for you. However, with a bit of research and some trial and error, you are sure to find the perfect digital solution to suit your needs.

How Digital Solutions Can Help Companies Grow

With competition constantly increasing across all industries, companies are constantly searching for ways to grow and innovate. Digital solutions are proving to be a key asset in this pursuit, offering ways to improve efficiency, streamline operations, and reach new audiences.

Whether it’s using data analytics to analyze customer behavior, incorporating artificial intelligence to automate manual processes, or leveraging social media to increase brand awareness, there are a plethora of digital solutions available to companies of all sizes.

By embracing the power of technology, companies can position themselves for long-term growth and success in a fast-paced, ever-changing business landscape.

The Role of Data

Data, automation, and machine learning have become essential components of any successful solution. These innovational tools have transformed the way we work and have altered the course of many industries for the better. Companies are now able to gather and analyze vast amounts of information, automate repetitive tasks, and let machine learning algorithms take over complex decision-making processes.

The result is increased efficiency, cost savings, and better products and services for the end user. Digital solutions that incorporate these elements are poised to lead the way into a new era of innovation and success. Each day, these technologies evolve and continue to push the boundaries of what we once thought was possible.

Google Cloud Platforms

Companies are constantly looking for ways to innovate and grow. Utilizing Google Cloud Platforms can be a game changer for businesses looking for scalable, cost-effective solutions to support their growth. With a wide range of tools and services available, Google Cloud Platforms can help businesses streamline operations, improve collaboration and ultimately drive innovation. From data analytics to machine learning, Google Cloud Platforms offer a vast array of capabilities that can enable businesses to stay agile and keep up with evolving industry demands.

In the coming years, it will be more important than ever for businesses to make digital solutions a part of their core strategy. From understanding the benefits of digital solutions, exploring the different types available, and examining how they can help companies grow and innovate, to leveraging Google Cloud Platforms to support business growth and innovation, digital solutions provide countless opportunities for companies to increase their agility and drive profits. 

Plus, with the added benefit of scalability and cost-effectiveness of these solutions, businesses can be well on their way to success in no time. Keep in mind that digital solutions are constantly evolving, so staying informed and up-to-date on the latest trends is essential to ensure businesses can take full advantage of all the capabilities available. With the right approach, digital solutions have the potential to help companies reach new heights of success.

Country

United States of AmericaUS Virgin IslandsUnited States Minor Outlying IslandsCanadaMexico, United Mexican StatesBahamas, Commonwealth of theCuba, Republic ofDominican RepublicHaiti, Republic ofJamaicaAfghanistanAlbania, People’s Socialist Republic ofAlgeria, People’s Democratic Republic ofAmerican SamoaAndorra, Principality ofAngola, Republic ofAnguillaAntarctica (the territory South of 60 deg S)Antigua and BarbudaArgentina, Argentine RepublicArmeniaArubaAustralia, Commonwealth ofAustria, Republic ofAzerbaijan, Republic ofBahrain, Kingdom ofBangladesh, People’s Republic ofBarbadosBelarusBelgium, Kingdom ofBelizeBenin, People’s Republic ofBermudaBhutan, Kingdom ofBolivia, Republic ofBosnia and HerzegovinaBotswana, Republic ofBouvet Island (Bouvetoya)Brazil, Federative Republic ofBritish Indian Ocean Territory (Chagos Archipelago)British Virgin IslandsBrunei DarussalamBulgaria, People’s Republic ofBurkina FasoBurundi, Republic ofCambodia, Kingdom ofCameroon, United Republic ofCape Verde, Republic ofCayman IslandsCentral African RepublicChad, Republic ofChile, Republic ofChina, People’s Republic ofChristmas IslandCocos (Keeling) IslandsColombia, Republic ofComoros, Union of theCongo, Democratic Republic ofCongo, People’s Republic ofCook IslandsCosta Rica, Republic ofCote D’Ivoire, Ivory Coast, Republic of theCyprus, Republic ofCzech RepublicDenmark, Kingdom ofDjibouti, Republic ofDominica, Commonwealth ofEcuador, Republic ofEgypt, Arab Republic ofEl Salvador, Republic ofEquatorial Guinea, Republic ofEritreaEstoniaEthiopiaFaeroe IslandsFalkland Islands (Malvinas)Fiji, Republic of the Fiji IslandsFinland, Republic ofFrance, French RepublicFrench GuianaFrench PolynesiaFrench Southern TerritoriesGabon, Gabonese RepublicGambia, Republic of theGeorgiaGermanyGhana, Republic ofGibraltarGreece, Hellenic RepublicGreenlandGrenadaGuadaloupeGuamGuatemala, Republic ofGuinea, Revolutionary
People’s Rep’c ofGuinea-Bissau, Republic ofGuyana, Republic ofHeard and McDonald IslandsHoly See (Vatican City State)Honduras, Republic ofHong Kong, Special Administrative Region of ChinaHrvatska (Croatia)Hungary, Hungarian People’s RepublicIceland, Republic ofIndia, Republic ofIndonesia, Republic ofIran, Islamic Republic ofIraq, Republic ofIrelandIsrael, State ofItaly, Italian RepublicJapanJordan, Hashemite Kingdom ofKazakhstan, Republic ofKenya, Republic ofKiribati, Republic ofKorea, Democratic People’s Republic ofKorea, Republic ofKuwait, State ofKyrgyz RepublicLao People’s Democratic RepublicLatviaLebanon, Lebanese RepublicLesotho, Kingdom ofLiberia, Republic ofLibyan Arab JamahiriyaLiechtenstein, Principality ofLithuaniaLuxembourg, Grand Duchy ofMacao, Special Administrative Region of ChinaMacedonia, the former Yugoslav Republic ofMadagascar, Republic ofMalawi, Republic ofMalaysiaMaldives, Republic ofMali, Republic ofMalta, Republic ofMarshall IslandsMartiniqueMauritania, Islamic Republic ofMauritiusMayotteMicronesia, Federated States ofMoldova, Republic ofMonaco, Principality ofMongolia, Mongolian People’s RepublicMontserratMorocco, Kingdom ofMozambique, People’s Republic ofMyanmarNamibiaNauru, Republic ofNepal, Kingdom ofNetherlands AntillesNetherlands, Kingdom of theNew CaledoniaNew ZealandNicaragua, Republic ofNiger, Republic of theNigeria, Federal Republic ofNiue, Republic ofNorfolk IslandNorthern Mariana IslandsNorway, Kingdom ofOman, Sultanate ofPakistan, Islamic Republic ofPalauPalestinian Territory, OccupiedPanama, Republic ofPapua New GuineaParaguay, Republic ofPeru, Republic ofPhilippines, Republic of thePitcairn IslandPoland, Polish People’s RepublicPortugal, Portuguese RepublicPuerto RicoQatar, State ofReunionRomania, Socialist Republic ofRussian FederationRwanda, Rwandese RepublicSamoa, Independent State ofSan Marino, Republic ofSao Tome and Principe, Democratic Republic ofSaudi Arabia, Kingdom ofSenegal, Republic ofSerbia and MontenegroSeychelles, Republic ofSierra Leone, Republic ofSingapore, Republic ofSlovakia (Slovak Republic)SloveniaSolomon IslandsSomalia, Somali RepublicSouth Africa, Republic ofSouth Georgia and the South Sandwich IslandsSpain, Spanish StateSri Lanka, Democratic Socialist Republic ofSt. HelenaSt. Kitts and NevisSt. LuciaSt. Pierre and MiquelonSt. Vincent and the GrenadinesSudan, Democratic Republic of theSuriname, Republic ofSvalbard & Jan Mayen IslandsSwaziland, Kingdom ofSweden, Kingdom ofSwitzerland, Swiss ConfederationSyrian Arab RepublicTaiwan, Province of ChinaTajikistanTanzania, United Republic ofThailand, Kingdom ofTimor-Leste, Democratic Republic ofTogo, Togolese RepublicTokelau (Tokelau Islands)Tonga, Kingdom ofTrinidad and Tobago, Republic ofTunisia, Republic ofTurkey, Republic ofTurkmenistanTurks and Caicos IslandsTuvaluUganda, Republic ofUkraineUnited Arab EmiratesUnited Kingdom of Great Britain & N. IrelandUruguay, Eastern Republic ofUzbekistanVanuatuVenezuela, Bolivarian Republic ofViet Nam, Socialist Republic ofWallis and Futuna IslandsWestern SaharaYemenZambia, Republic ofZimbabwe

This past week marked National Infertility Awareness Week (NIAW) — a time to recognize those struggling to build their family, which is about one in eight people across the globe. So many suffer in silence while struggling with infertility, and NIAW helps to empower them to share their story and find a community that can help support them.

One woman decided to share a heart-wrenching and deeply vulnerable moment with the world when she uploaded security footage that captured her and her husband discussing their journey with infertility — in hopes that it would help some feel less alone and help others understand just what it feels like.

Milan Sanchez Cook is being applauded after recounting a moment from her infertility struggle, showing just how heartbreaking, mentally draining, and hopeless the journey can feel at times.

“It’s National Infertility Awareness Week and I’ve been trying to think of something I could share. I made this and immediately hid it away, telling myself ‘it’s too sad’ ‘no one wants to see this’ ‘it’s too real,’” Cook wrote in the caption on the now-viral clip. “But maybe those are all reasons why I need to.”

In the clip, captured by Cook’s home surveillance, Cook approaches her husband to vent about how frustrated she was feeling during a darker time in their fertility journey, noting that she wanted to feel her sadness, but felt concern about hefting that sadness onto others because she felt they did not understand.

“I just want to be sad. I don’t want other people to see me sad. I don’t tell other people because other people don’t understand,” she says to her husband in the clip as she comes in for a hug on the couch.

“Nobody understands. Nobody really knows but you.”

Cook pauses and cries while her husband wraps his arms around her.

“I try really hard to stay hopeful, but all the time, I think, ‘I just wasn’t even meant to be a mom. It’s not gonna happen, not for us.’ It’s not fair,” she says through sobs.

Cook continued on in her caption, explaining that her infertility journey has been filled with so much frustration and devastation, especially watching those around her continue to build their families. However, she powers on and continues to be grateful.

“And all that sadness and happiness, frustrations and gratitude can coexist. So give your friends going through hard times grace. I promise they are happy for you, but they are also sad for themselves. And that’s okay,” she wrote.

Around 17.5% of the adult population – roughly 186 million people – experience infertility. This stat alone shows an urgent need for affordable, high-quality fertility care for those in need.

Besides the obvious, infertility has also been associated with social stigma, relationship instability/divorce, depression, and intimate partner violence. Up to 60% of infertile individuals reported psychiatric symptoms with significantly higher levels of anxiety and depression than fertile individuals.

Almost half of infertile women have depression, and almost 87% of infertile women have anxiety.

Despite the magnitude of the issue, solutions for the prevention, diagnosis and treatment of infertility — including assisted reproductive technology such as in vitro fertilization (IVF) — remain underfunded and inaccessible to many due to high costs, social stigma and limited availability.

The average patient goes through two IVF cycles, bringing the total cost of IVF (including procedures and medications) between $40,000 and $60,000.

Cook’s bravery in sharing her deeply vulnerable moment will hopefully shed more light on a situation that so many people suffer from silently.