24, May 2024
Five Startups Helping India To Revolutionize the EV Sector

India’s pursuit of sustainable mobility is gaining momentum, with the electrification of vehicles emerging as a focal point for both businesses and policymakers. In 2023, a significant surge in hybrid and electric vehicle (EV) sales underscored a shift towards eco-friendly transportation solutions, reflecting evolving consumer preferences. While India’s journey towards EV adoption commenced later than some global counterparts, the nation has witnessed exponential growth, fueled by a burgeoning ecosystem of startups and supportive government policies.

As India’s EV market continues to expand, projected to reach $110.74 billion by 2029, let’s explore five pioneering Indian startups driving the country’s EV revolution and contributing to a greener future.

1. Vidyuta

Vidyuta leads the charge in energy storage innovation, spearheading the development of cutting-edge battery materials for a variety of applications including energy storage systems, electric vehicles, mobile devices, and laptops. Specializing in the manufacturing of cathode active materials (CAM) for lithium-ion cells, Vidyuta embodies a commitment to sustainability and technological advancement. Founded in 2023, their vision extends beyond India, aiming to revolutionize the global energy storage industry through the creation of a closed-loop battery ecosystem.

By focusing on minimizing battery waste, Vidyuta plays a crucial role in addressing a looming environmental concern spurred by the rapid growth of the EV sector worldwide.

2. Statiq

Statiq, India’s premier EV charging network provider, is rapidly expanding its infrastructure nationwide, offering convenient access to charging points through its advanced technology-driven solutions. With tie-ups with government bodies, automakers, and major hospitality players covering 65+ cities and comprising 7000+ chargers, Statiq aims to install 20,000 charging points by 2025 to meet the surging demand for e-vehicle charging services.

Operating under the brand Statiq, their Gurgaon-based Sharify Services offers a comprehensive network catering to electric cars, buses, trucks, and three-wheelers. Users locate charging stations via Statiq’s app, which also enables prebooking and remote charge control. Recently, Statiq also featured in Forbes Asia’s 30 Under 30.

3. Ather Energy

Headquartered in Bengaluru, the startup specializes in sustainable mobility and energy infrastructure. It leads India’s electric two-wheeler sector, championing sustainable mobility through its flagship offering, the Ather 450 electric scooter. The introduction of Ather Grid not only tackles range anxiety but also enhances India’s position in the global EV market. Established in 2013, the startup has garnered over $400 million in funding from prominent investors.

Ather has installed over 1,000 charging stations across 80 cities in India, with plans to expand to 2,500+ stations by the end of 2023. Notably, the company’s second manufacturing plant in Hosur is geared towards meeting the increasing demand for electric scooters.

4. Yulu

Headquartered in Bengaluru, Yulu specializes in sustainable mobility solutions and charging infrastructure, operating in cities like Bengaluru, Mumbai, and Delhi NCR. It offers AI-enabled battery-as-a-service (BaaS) through Yuma Energy battery swapping stations, catering to electric vehicle users. Yulu provides Yulu Miracle for urban commuters, YuluDeX for last-mile delivery, and recently launched Yulu Wynn for bike ownership experience.

Established in 2017, the startup has raised over $125 million in funding from investors. Notably, in 2022, Yulu raised $82 million in its Series B funding, followed by an additional $19.25 million in February 2024 from the same strategic investors.

5. BluSmart

Headquartered in Gurugram, BluSmart offers electric ride-hailing mobility services through its mobile app, focusing on providing sustainable mobility solutions to urban customers.
Established in 2019, the startup has raised over $110 million in funding from investors.

In May 2022, BluSmart secured $25 million in equity and debt financing in its Series A funding round. In 2023, it raised over $66 million in two rounds. BluSmart boasts completing over 10 million rides and operates more than 4,000 EV chargers across its 34 EV charging superhubs as of the end of 2023.

24, May 2024
Noise Unveils Next-Gen EN 1 Processor and Nebula UI with NoiseFit Origin Smartwatch

India, 24th May 2024: Noise, India’s leading smartwatch and connected lifestyle brand, today took a step ahead in introducing consumer-centric innovation with the launch of the new Noise EN 1 processor and Nebula UI. The announcement marks a significant milestone in Noise’s commitment to delivering premium and superior user experiences through industry-forward technology. This new processor and UI will debut with the brand’s upcoming smartwatch, NoiseFit Origin, hinting at a new era of performance and design excellence.

The EN 1 processor will enhance the smartwatch experience by offering a 30% faster performance. The advancement will expedite response time and improve processing power for the smartwatch. The inclusion of a linear motor and haptic feedback on the scroll will further offer smooth navigation, elevating the overall journey for users and making interactions with the smartwatch more intuitive, engaging, and satisfying. In addition to better performance, Noise’s EN 1 processor also brings enhanced graphics providing better transitions, animations, and background colors to the users.

Complementing the powerful EN 1 processor is the Nebula UI, an intuitive and user-friendly interface designed to improve user engagement. The refreshed UI features new menu layouts, updated icons, and sophisticated gradients, all meticulously crafted to boost the smartwatch experience. Nebula UI also adds an improved UX experience that clubs notifications and workout screens precisely for an organized placement. Additionally, it adds smart widgets that will offer quick access to essential information in a user-friendly interface.

The launch of the refreshed UI underscores the brand’s dedication to continuously innovate for its endeavor to serve its consumers better. Driven to offer a superior and aspirational smartwatch experience laced with performance, quality, aesthetics, and functionality, the new EN 1 processor and Nebula UI, will profoundly elevate the performance of the entire smartwatch and add a meaningful upgrade to users’ lifestyle by allowing them to interact with their fitness and lifestyle companion even more effectively.

These advancements are a direct result of Noise’s commitment to keep reinventing while staying intact to the path of consumer-centricity. The upcoming NoiseFit Origin smartwatch is a testament to this approach. With its powerful processor and intuitive interface, NoiseFit Origin will be set to elevate the standard of premium smartwatches.

24, May 2024
U-Kaffee Plus by Hafele

U-Kaffee Plus

Today’s fast-paced world has our mornings rushed, and days filled with endless tasks. A steaming cup of coffee has now become more than a casual beverage – it has become a ritual, a moment of tranquility and a catalyst for productivity. From the rich aromas to the comforting warmth that envelopes your senses, coffee, for most, proves to be a loyal companion through your daily routine and the special moments of life.

Getting you through the day, giving you the daily coffee fix with rich flavors and aroma is Hafele’s new U-Kaffee Plus! This coffee machine brews the most delectable coffee at the comfort of your home. With its sleek design and unparalleled convenience, Hafele’s U-Kaffee Plus integrates into any lifestyle, offering the perfect cup of coffee at the push of a button.

Whether it is a quick latte to kick start the morning a cup of cappuccino to make your breakfast complete or an espresso to push through those lazy afternoons, U-Kaffee Plus can do it all, thanks to the removable milk tank and the adjustable milk frothing system which lets you make your coffee as per your liking. The 15-bar pump pressure ensures optimal extraction by exposing every grind of coffee to precise pressure and temperature conditions creating intense and flavourful espresso shots.

Adding a touch of luxury is its sublime matte black finish and offering an unparalleled coffee experience is the classic analog temperature dial and soft tactile buttons that take your coffee brewing experience to a whole new level.

24, May 2024
India Inc are Optimistic About Promotions, Career Changes or Salary Hikes in 2024: Simplilearn’s Survey

Pune, India, 24th May 2024: Simplilearn, the world’s leading online boot camp for digital skills, has unveiled key insights from its 2024 State of Upskilling consumer survey. The survey highlights the dynamic landscape of upskilling and professional development for working professionals and CXOs across industries. It explores shifting perspectives on career advancement, upskilling priorities, and the evolving landscape of the digital economy.

The survey has been conducted among professionals from diverse industries, geographical locations, and career stages. The 2024 Consumer Survey reveals significant changes in learner attitudes compared to 2023. In 2024, 65% of professionals preferred part-time or online certifications, significantly increasing from 51% in 2023. Conversely, the percentage of professionals opting for self-study increased marginally to 25% in 2024 (compared to 23% in 2023). Similarly, the inclination towards full-time college enrollment declined significantly, dropping 2% in 2024 from 7% in 2023. This shift highlights a declining dependence on traditional educational routes among professionals, indicative of a broader trend favoring upskilling platforms.

Insights From the Simplilearn 2024 Consumer Survey Report:

  • Career Expectations: 85% of the respondents actively seek career changes after upskilling, reflecting a dynamic job market.
  • Upskilling Trends: A staggering 45% of respondents cite the need to upskill to leverage new opportunities in their company or desired field.
  • Preferred Upskilling Methods: Among those seeking to upskill, 65% prefer enrolling in part-time online programs or courses, emphasizing the importance of flexible learning options.
  • Top Digital Economy Skills: Data science and business analytics, artificial intelligence and machine learning, program and project management, cloud computing and DevOps, cyber security, product management, and software development emerged as the most sought-after skills among respondents, highlighting the demand for expertise in cutting-edge technologies.

Insights on Respondents:

  • Gender Breakdown: Male respondents constitute 67%, while female respondents comprise 31% of the survey population, with 1% prefer not to disclose.
  • Job Levels: Most respondents (53%) identify as individual contributors, followed by managers (28%) and students (15%).
  • Industry Distribution: Technology and computers lead with 39% representation, followed by banking, financial services, insurance (11%), and healthcare & life sciences (8%).

Sharing thoughts on the survey, Mr. Kashyap Dalal, Co-founder and Chief Operating Officer of Simplilearn, said, “In the dynamic and ever-changing landscape of the IT industry, characterized by market deceleration and frequent disruptions, it is imperative for professionals to upskill for the future. A staggering 65% of respondents are engaged in online certification courses, with 97% affirming that upskilling will significantly augment their career prospects by 2024. These statistics underscore the criticality of upskilling, particularly in burgeoning fields such as data science, AI, and cybersecurity, which are poised to flourish in today’s digital economy.”

As technology reshapes industries and job roles, professionals prioritize continuous learning and skill enhancement to succeed in the digital economy. Simplilearn remains committed to empowering professionals with the skills they need to succeed in today’s rapidly evolving job market.

24, May 2024
Indian Dietetic Association (Gujrat Chapter) Presents Townhall on Pistachios: Exploring the Green Fuel

Indian Dietetic Association

American Pistachios Growers (APG) in association with the Indian Dietetic Association (Gujrat Chapter) organized a town hall on Pistachios to discuss “Exploring the Green Fuel”.

The session was addressed by Dr. Rucha Mehta, Sr Consultant Endocrinologist & Diabetologist; Ms. Niti Desai, Consultant Nutritionist; Ms. Shiny Surendran, Sports Dietitian and Preventive Health Nutritionist; Ms. Rima Rao, Registered Dietitian and Nutritionist, Convenor, NetProFaN Gujarat and Mr. Sumit Saran, In Country Market Representative of American pistachios.

The session was attended by clinical nutritionists, dietician,s and members of the Indian Dietetic Association (IDA) from across India.

Speaking on the occasion, Ms. Rima Rao, Registered Dietitian and Nutritionist, Convenor, NetProFaN Gujarat “I recommend incorporating antioxidant-rich foods to help protect healthy cells from free radical damage in the body. Pistachios are an excellent choice, as they are among the few foods high in antioxidants that also qualify as a complete protein. This means they contain all nine essential amino acids typically found in animal-based proteins, making them perfect for those seeking a more plant-based diet. This is particularly beneficial for vegetarians, who might otherwise need supplements to achieve a balanced intake of these amino acids.”

“Moreover, pistachios are a fantastic source of prebiotics, which support the growth of beneficial gut bacteria. They are also an excellent source of healthy fats, making them a valuable addition to a balanced diet”, she added.

Speaking on the India market Mr. Sumit Saran, In-Country Market Representative of American Pistachios Growers remarked. “We have seen tremendous demand for American pistachios, as people are getting more aware. They are great as a snack or as an ingredient. American pistachios are available on all major e-commerce platforms or with major dry fruit retailers. All consumers have to do is search for California pistachios.”

24, May 2024
TPV Technology Expands to Meet Rising Demand for Next-Gen Professional and Gaming Monitors

TPV Technology

24th May 2024: TPV Technology Limited, the world’s largest LCD manufacturer, has announced that it is strategically expanding its foothold, to meet the growing demand for next-generation professional and gaming monitors. As part of its growth strategy, the company plans to extensively scale and capitalize on Rashi Peripherals Limited’s strong and established network spread across the key metros, TIER 1 and TIER 2 cities. Rashi Peripherals is the authorized distributor for AOC’s complete range of professional and gaming monitors in the Indian market.

Currently, the monitor industry is experiencing notable growth in the Indian market, with the gaming monitor industry projected to increase to USD 7.5 billion by FY28. TPV Technology is poised to capitalize on this opportunity and aims to increase its presence across all the key retail chains in India. The company has recently revised its distribution model, under which it will be utilizing the well-rooted channel network of Rashi Peripherals Limited for distributing AOC’s complete range of monitors including AOC Gaming 24G2Z – 24 Inch FHD Monitor, AOC – G2590Px, 24.5 Inch (Gaming Monitor, AOC – C24G1,24 Inch (60.96 Cm) curved Gaming Led Monitor with Vga Port, AOC 31.5′ Curved 1ms 165Hz Full HD FreeSync Ultra Narrow Border Gaming Monitor, amongst others, in the Indian market.

Commenting on the development, Carol Anne Dias, Managing Director, TPV Technology – AOC & Philips Monitors said, “Currently TPV Technologies have over 100 existing models in our gaming monitor portfolio. Our products are known to be the best in the segment, defined by the use of the most advanced technologies. Therefore, as a part of our expansion strategy we want to increase our penetration and presence across all retail chains in India. Rashi Peripherals Limited is our authorized distributor and is responsible for distributing our complete range of premium and futuristic gaming range of monitors. Rashi has a growing strong network across key cities, and we want to capitalize on this and expand our foothold in the Indian market. Our new distribution model changes will not minimize the role of our regional distributors. We will ensure that our channel ecosystem will grow together.”

Rashi Peripherals Limited has been appointed as an authorized distributor for West India and South India – extending AOC monitor distribution in key cities like Bangalore, Chennai, Hyderabad, Kochi, Vizag, Vijayawada, Goa, Pune, Bhopal and Raipur markets. Thereby expanding the TPV technologies reach of AOC professional and gaming monitors range across India.

Some of the advanced technologies that come with AOC’s complete array of pure monitor and gaming monitor ranges include:

● Sharp Resolutions: Options range from Full HD (crisp details) to ultra-high resolutions (stunning clarity) for a truly immersive viewing experience.

● Fast Refresh Rates & Response Times: Delivering smooth visuals and minimal blurring, ideal for fast-paced content and gaming.

● Adaptive Sync to ensure seamless visuals by synchronizing the monitor’s refresh rate with your graphics card (select models).

● Low Blue Light Modes to reduce eye strain for extended viewing sessions.

● Flicker-Free Technology: Minimizes screen flicker for a more comfortable viewing experience.

● Ergonomic Stands: Allow for adjustments in tilt, swivel, and height, promoting a comfortable posture.

24, May 2024
Honda Motorcycle and Scooter India conducts a successful Road Safety Awareness Campaign in Mangalore, Karnataka

Mangalore, 24th May 2024: Honda Motorcycle and Scooter India reaffirms its dedication to road safety with another impactful awareness campaign in the city of Mangalore. On the grounds of St. Aloysius ITI College and MRP ITI College, HMSI achieved one of its milestones where it saw an active participation of more than 1800 college students and staff members. The road safety campaign featured interactive activities such as a safety riding theory session, danger prediction training, road safety quiz, helmet awareness, and Riding Trainer session that kept the participants engaged throughout the campaign.

HMSI believes that the Safety of every individual is a topmost priority. In line with this commitment, HSMI has been actively conducting road safety awareness campaigns across various regions of the country, reaching out to people with vital information and guidance on safe driving practices. Mangalore is the latest stop in this initiative, where HMSI aims to empower the community with essential knowledge and skills to navigate.

HMSI extends its gratitude to the authorities of St. Aloysius ITI College and MRP ITI College for their support in organizing this important initiative. Together, we can make a significant difference in creating safer road environments and reducing incidents of accidents and injuries.

Since its inception, HMSI has imparted education to nearly 4 lakh adults and children in the state of Karnataka, focusing on promoting responsible road usage and cultivating safe riding habits.

Honda Motorcycle & Scooter India’s CSR Commitment towards Road Safety:

In 2021, Honda globally made a vision statement for the year 2050 where it will strive for zero traffic collision fatalities involving Honda motorcycles and automobiles. In India, HMSI is working in line with this vision and the Government of India’s direction of reducing fatalities to half by 2030.

One critical aspect of achieving this goal is inculcating a positive mindset towards road safety in our children by the year 2030 and continuing to educate them thereafter. Road safety education at schools and colleges is not only to create awareness but to inculcate a safety culture in young minds and turn them into safety ambassadors. It empowers future generations to become responsible and significantly contribute to a safer society.

HMSI wants to be a company that Society wants to exist and is strongly focusing on Road safety awareness to all sections of society with unique ideas catering to each segment from school kids to corporates and society at large.

HMSI’s set of skilled safety instructors conducts daily programs at our 10 adopted traffic training parks (TTP) across India and 6 Safety Driving Education Centers (SDEC) to make road safety education accessible to every part of society, and the initiative has impacted over 5.7 million Indian citizens. HMSI’s National Road Safety Awareness program made learning fun yet scientific through:

SCIENTIFICALLY DEVISED LEARNING MODULE: Honda’s skilled instructors set the foundation with theory sessions on road signs & markings, driver’s duties on the road, riding gear & posture explanation and safe riding etiquette.

1. PRACTICAL LEARNING: A special training activity on Honda’s virtual riding simulator was executed for all to experience over 100 possible dangers on road before actual riding.

2. INTERACTIVE SESSION: Participants were given danger prediction training known as Kiken Yosoku Training (KYT) which helps in enhancing rider/driver’s sensitivity to danger and ensures safe driving behaviour on roads.

3. EXISTING DRIVERS HONING RIDING SKILLS: Students & school staff members who are already existing riders tested & honed their riding skills through slow riding activities and riding on narrow planks.

24, May 2024
A Skoodolous Brother’s Day: 5 Last Minute Gift Ideas for your Little Ones

They may drive us crazy, but they are always there to hold our hands during tough times. No matter how many things you argue over, your bond with your little brothers are always the most special. From holding them in your arms for the first time to cheering them on through every success, and everything in between, the love you have for your little ones only continues to grow. This Brother’s Day, celebrate your munchkins who remind you that no matter where life takes you, you’ll always have each other’s backs!

Skoodle Quest Bridge 4

Share an evening of fun-filled banter and endless laughter with the Skoodle Quest Bridge 4. Quest board games provide a unique blend of entertainment, social interaction, strategic thinking, and immersive storytelling, making them an excellent choice for memorable adventures and blissful times with your little monkeys!

Skoodle Marvel Pull-back Hyper Car – Avengers Series

Unleash the superhero hidden away in every little brother by gifting him the Skoodle Marvel Pull-back Hyper Car. Skoodle’s Hyper Car collection is sturdy and designed to withstand drops, vigorous play and constant use. Crafted with the finest non-toxic plastic, it guarantees 100% safety for children. So, whether your brother is setting the stage for epic showdowns or weaving thrilling stories, these small yet powerful Marvel Hyper Car are prepared to tackle any challenge.

Skoodle Quest 100 Games

The Skoodle Quest 100 set includes 5 board double-sided printed games, Nine-men Morris, Racing game, Goose game, Chinese checkers and so many more. The games are packed in a handy easy to carry travel-friendly box, made with premium quality hard cardboard materials, all inside a stunning gold-foil gift box. The set is also said to help with problem-solving skills, develop motor and movement skills, and more.

Skoodle Stackrr Mini Stacking Tumbling Tower Game

Consisting of 39 Precision cut rounded edges of Beachwood Jenga Blocks, the Skoodle Stackrr mini tumbling tower game is the perfect way to spend a skillful yet fun evening. The blocks are made from Beachwood which are of high quality and heavy for proper balancing, Beachwood not only provides a nice heft to the blocks but also provides a smoother surface when compared to blocks made from pinewood, these blocks are given shape with such a precision which not only provides rounded edges and smoother surface to the blocks but also assist in enhancing the playing experience by providing stability to the tower while playing.

Skoodle Nerf Nanofire Blaster

The Nerf Nanofire Blaster has a compact size for stealth and portability. Load 1 dart into the barrel, pull down the priming handle and pull the trigger to fire. The blaster comes with 3 authentic Nerf Elite darts designed for distance and creates the ideal opportunity for a fantastic at-home warzone between you and your little fighter!

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23, May 2024
Exploring Japan’s Healthcare Landscape, Opportunities, and Challenges at MEDICAL JAPAN TOKYO

Tokyo, Japan, May 23, 2024 — MEDICAL JAPAN 2024 is set to return from October 9 to 11 at Makuhari Messe, Japan, presenting an exclusive platform tailored for professionals spanning the medical, elderly care, pharmacy, and healthcare sectors while providing exhibitors and visitors access to the Japanese and Asian markets to expand their business footprint.

As a premier medical trade show organized by RX Japan Ltd., it serves as the optimal gateway for healthcare stakeholders looking to forge valuable connections and explore new opportunities in the region.

According to the Business Research Company, the global healthcare market is projected to reach $9,816.85 billion by 2027, with a compound annual growth rate (CAGR) of 5.3%. In the Asia-Pacific region, a CAGR exceeding 4% between 2022 and 2027 is anticipated due to rising demand for consumer health products. The adoption of advanced technology and robotics improves patient care and operational efficiency, with Health Tech solutions playing a vital role in addressing the needs of Japan’s aging population.

While Japan’s healthcare sector offers opportunities, breaking into the market also presents challenges, like Japan’s complex regulatory landscape, fiercely competitive market, and strict compliance to product safety, reliability, and efficacy.

Considering opportunities and challenges, MEDICAL JAPAN TOKYO emerges as a beacon for healthcare exhibitors. This premier exhibition is an invaluable platform for companies to showcase products and services to a targeted audience of professionals, potential clients, and key decision-makers across medical, elderly care, pharmacy, and healthcare sectors. Exhibiting at the event signals credibility and commitment to the market, showing stakeholders dedication to serving healthcare industry needs.

One of the standout features of MEDICAL JAPAN TOKYO is its emphasis on face-to-face interactions, fostering connections, collaborations, and partnerships, where exhibitors gather valuable contacts, explore sales leads, and nurture forged relationships further.

Moreover, the exhibition provides a conducive environment for firsthand market research. Engaging with attendees allows businesses to gain insights into market trends, customer preferences, and competitor offerings, empowering them to fine-tune market entry strategies.

This October 2024, MEDICAL JAPAN TOKYO is poised to welcome a projected 18,000 visitors. The event boasts six dynamic sub-shows: Hospital Expo, Clinics Expo, Elderly Care & Welfare Expo, Pharmacy Solutions Expo, Infection Prevention Expo, and Japan Wellness & Health Expo. Adding to the excitement, this edition will introduce seven new fairs nestled within these sub-shows, catering to various facets of healthcare: Aesthetic Medicine Fair, Health Foods & Supplements Fair, Dental/Oral Care Fair, Nursing Fair, Sleep Fair, Work Style Reform for Doctors Fair, and Patient Acquisition Marketing Fair.

This diverse array of sub-shows and new fairs empowers exhibitors to strategically align their products with the most relevant expo, maximizing visibility and engagement. Similarly, visitors can swiftly discover tailored solutions within this comprehensive framework.

MEDICAL JAPAN TOKYO is still open for exhibitors, including importers, distributors, and proprietors of hospitals, clinics, and elderly care facilities, to showcase their innovative products and solutions. Renowned as a premier event, it offers a seamless platform for connecting with key players in both Japanese and Asian markets.

23, May 2024
Author Don Mahoney’s New Book, Seventh Son of an Irishman

Author Don Mahoney’s New Book, Seventh Son of an Irishman

Hilton Head Island, SC, May 23, 2024 — Don Mahoney, who currently resides on Hilton Head Island where he is enjoying his retirement, has completed his new book, “Seventh Son of an Irishman”: a heartfelt memoir that documents the author’s life growing up in a large Irish American family, including the struggles they face, hilarious stories from his youth, and moments of triumphs as they navigated their journey in America together.

Mahoney begins his tale, “I was born the seventh son of eight siblings. This story is based on true events as I remember them. My mother was Doris Courtney, and my father was John Mahoney. They married and had eight children, seven boys and one girl. Each one has interesting life stories, but growing up together kept us all very close and was an adventure every day.”

Published by Page Publishing, Don Mahoney’s engaging tale will transport readers back in time to a bygone era as he shares moments from his family’s past with equal parts sincerity and humor. Deeply personal and emotionally stirring, Mahoney weaves an intimate self-portrait that is sure to capture the hearts and minds of readers, inviting them to spend time with the author’s family over and over again.