The most critical problem HALA solves is the loss of control and tracking of products after the first sale. This issue lies at the root of several major challenges: ⁠Monetization: Without control over products in the secondary market, brands cannot capitalize on a resale market that often surpasses retail in value. ⁠Counterfeiting: The lack of continuous tracking fuels the proliferation of counterfeit products, damaging brand reputation and eroding revenues. By providing continuous traceability and a direct connection between brands, products, and customers, HALA not only addresses the post-sale control issue but also establishes a solid foundation to tackle monetization and counterfeiting, transforming the product lifecycle into a continuous value generating opportunity.

HALA solves the challenges of authenticity, traceability, and monetization in the resale market through blockchain-powered Digital Product Passports (DPPs). These NFTs store immutable records of a product’s origin, ownership, and lifecycle, ensuring authenticity and preventing counterfeits. By embedding smart contracts, HALA enables brands to earn royalties on secondary market transactions, turning resales into a recurring revenue stream. The platform simplifies blockchain interactions with user-friendly interfaces, while also capturing anonymized data on product usage and resale trends. This data helps companies refine strategies, enhance loyalty, and comply with regulations like ESPR by tracking lifecycle and sustainability metrics. HALA’s dual certification model extends its value to new and vintage products, offering flexible validation from manufacturers or certified retailers. By integrating transparency, monetization, and compliance, HALA transforms the resale ecosystem into a trust-driven marketplace that benefits brands, consumers, and regulators alike.