Category Archives: News

Messe Frankfurt India Inks MoU with Tamil Nadu Govt to Launch Techtextil India Summit

Messe Frankfurt Trade Fairs India Signs Landmark MoU with Government of Tamil Nadu to Launch Techtextil India Summit in Coimbatore

Mumbai, Maharashtra, Jan 12: In a significant move to strengthen Tamil Nadu’s position in the global technical textiles value chain, Messe Frankfurt Trade Fairs India Pvt Ltd has signed a Memorandum of Understanding (MoU) with the Department of Textiles and Guidance Tamil Nadu, Government of Tamil Nadu, to launch the Techtextil India Summit in Coimbatore. The Summit is scheduled to be held from 26–27 November 2026 at CODISSIA, Coimbatore, Tamil Nadu.

The MoU, signed on 25 November 2025 in Coimbatore, formalises the launch of the Tamil Nadu edition of the Techtextil India Summit, which will be organised every alternate year starting 2026. The partnership aims to establish a dedicated knowledge-sharing platform for the rapidly growing technical textiles sector, facilitating expert exchange, innovation, and global collaboration.

Under this long-term association, Messe Frankfurt Trade Fairs India will conceptualise, curate, and deliver five editions of the Techtextil India Summit in Tamil Nadu over the coming decades. As India’s leading B2B platform for technical textiles, nonwovens, and composites, and part of the globally renowned Techtextil brand, the initiative brings one of the world’s most influential textile platforms closer to India’s largest textile and apparel hub.

The MoU was signed in the august presence of Thiru. M K Stalin, Honourable Chief Minister of Tamil Nadu, during the Tamil Nadu Rising Investment Summit.

Sharing her views on the collaboration, Smt R. Lalitha, IAS, Director of Textiles, Department of Textiles, Government of Tamil Nadu, said,

“Tamil Nadu has a strong and well-established textile ecosystem. This collaboration with Messe Frankfurt India will further enable the State to assume a leadership role in the technical textiles sector by strengthening industry linkages. Through structured knowledge exchange and exposure to global best practices, entrepreneurs and manufacturers will be better equipped to adopt advanced innovations and reinforce Tamil Nadu’s position as a hub for high-value, functional textile solutions.”

Commenting on the milestone, Mr Winston Pereira, Executive Director, Messe Frankfurt Trade Fairs India Pvt Ltd, said,

“We are honoured by the trust placed in us by the Department of Textiles, Government of Tamil Nadu. The State’s proactive approach, supported by progressive policies and infrastructure development, provides a strong foundation for the growth of technical textiles. With global knowledge platforms like Techtextil, Tamil Nadu has the potential to evolve beyond its traditional strengths in spinning and knitwear into high-value technical textiles, creating a robust pipeline for future investments. Launching Techtextil in Coimbatore will position the State as a focal point for global industry dialogue.”

Backed by strong policy-level support from the Government of Tamil Nadu, the initiative is expected to strengthen industry–academia linkages, attract international stakeholders, unlock new opportunities for Micro, Small and Medium Enterprises (MSMEs), and accelerate the State’s leadership in the high-growth technical textiles segment.

The first two editions of the Techtextil India Summit will be hosted in a high-level confex format in Coimbatore, laying the groundwork for a full-scale trade fair from the third edition onwards. The Summit will actively engage key textile stakeholders across the State, including MSMEs, research institutions, universities, and sectoral agencies such as SIDCO, TIDCO, TANSIDCO, SITRA, PSG Tech, and Anna University.

Techtextil India and Techtextil India Summit are part of Messe Frankfurt’s Texpertise Network, which spans the entire textile value chain—from research and development, yarns and fabrics, to apparel, home textiles, and technical textiles, along with processing and cleaning technologies. With over 60 international textile trade fairs across 13 countries, Messe Frankfurt connects more than 500,000 industry participants worldwide, reinforcing its position as the global market leader in textile trade fairs.

Transcend Goa 2026: India’s First-Ever Transmedia Conclave Set to Debut in Goa

Goa is set to host a landmark moment for India’s creative industries with the launch of Transcend Goa 2026, a premier Transmedia Conclave. Organized by the Entertainment Society of Goa (ESG) and Goa Future proof, with the supportof the Government of Goa, the pilot summit will take place on 15 and 16 January 2026 at the historic Marquinez Palace in Panjim.

Envisioned, as a future-facing platform by the Chief Minister of Goa, Dr. Pramod Sawant, Transcend Goa 2026 aims to bring together the brightest creative minds from Cinema, Publishing, Gaming, and Artificial Intelligence to explore how stories can evolve beyond a single medium.

The conclave aimed at converging stakeholders across the board, will spotlight conversations on taking cinema beyond the screen, developing Indian-origin Transmedia intellectual properties (IPs), and presenting case studies on how Indian content can successfully transform across formats, from the written word to immersive, multi-platform experiences.

At its core, Transcend Goa 2026 is designed to champion homegrown content and spark dialogue on taking Indian stories to global audiences, fostering collaboration across industries that shape contemporary storytelling. With each subsequent edition evolving into making it more grand and forward focused, Transcend Goa has been crafted to put Goa on the global creative economy map.

The two-day conclave will feature keynote sessions, panels, and case studies led by an influential lineup of speakers, including Sajan Raj Kurup, Chairman of the Creativeland Asia Group; producer and Partner at Emmay Entertainment, Monisha Advani, Veerendra Patil, Founder and Creative Director at Zebu Animation, Rajiv Chilaka, Founder of Green Gold Animation; acclaimed filmmakers Raja Krishna Menon, Reema Maya and Q; along with industry veterans Afsar Zaidi and Caleb Franklin, among other prominent speakers. The conclave will also feature special presentations including those by Vipul Agrawal, Founder of India’s leading AI driven content company and production house, Vignesh Raja, Co-Founder of AR Rahman’s mega META project and Sanjay and Vasu Gupta, Founders of Raj Comics among others.

Speaking about the vision behind the conclave, Harish Rao, organiser of Transcend Goa 2026, said

“Indian stories have always had the power to travel across cultures. With Transcend Goa, we want to create a platform where creators, technologists, and industry leaders can come together to re-imagine how our stories are told, experienced, and scaled globally, across cinema, books, games, and emerging technologies

Vivekanand Education Society Polytechnic (VESP) Hosts Anvesh 2026, Celebrating “Virasat: From Heritage to Horizon

Mumbai, Jan 12:  Vivekanand Education Society Polytechnic (VESP) successfully hosted Anvesh 2026, its annual cultural and talent festival, bringing together over 400 students under the inspiring theme “Virasat: From Heritage to Horizon.” The two-day festival celebrated India’s cultural legacy while showcasing the creativity, talent, and aspirations of the next generation.

 The event commenced with a grand inauguration ceremony, marked by a traditional Lazim welcome, setting a powerful cultural tone. The Chief Guest, Dr. Dipti Joshi, Managing Partner & Advisory of HEVIX FusionTech LLP addressed the students and emphasized the importance of cultural rootedness alongside social responsibility and youth-led nation building. The inaugural session was graced by VES leadership including Shri Suresh Malkani, President, Vivekanand Education Society, Shri Vishu Lalla, Managing Trustee, VES, Shri Sunil Kishanchandani, Associate Trustee, VES and Santosh Mulye, Incharge of Anvesh 2026.

 A key highlight of Day 1 was “Dance Ka Mahasangram,” an inter-departmental competition celebrating Indian folk and heritage forms such as Lavani, Koli, and historical themes, judged by renowned performers Aruna Panchal and Shradha Bhuwad. The day also featured the felicitation of academic toppers across departments, alongside E-Sports knockouts and Talent Hunt preliminaries, driving strong student participation and engagement. Day 2 featured high-energy performances by the college band and a powerful Powada by Yuva Shahir Swapnil Dumbre, celebrating the legacy of Chhatrapati Shivaji Maharaj. The Talent Hunt Finale, judged by Abhishek Shastri and Sanjay Kuril, along with the Mr. & Miss VESP pageant judged by Sonali Vardam and Parag jain, drew strong audience engagement. The festival concluded with the E-Sports Finals, prize distribution across cultural, academic, and sports categories, and a vibrant closing ceremony led by the student core team.

 Speaking on the occasion, Mr. Vikrant Joshi, Principal, Vivekanand Education Society Polytechnic (VESP), said:

“Anvesh 2026 reflects our commitment to nurturing holistic education where technical learning coexists with cultural awareness, creativity, and leadership. Through this platform, students not only showcase talent but also develop confidence, teamwork, and pride in our heritage.”

 Shri Suresh Malkani, President, Vivekanand Education Society, added,

“Our vision at VES has always been to create institutions that balance tradition with progress. Anvesh 2026 beautifully embodies this philosophy by connecting India’s rich cultural roots with the aspirations of young minds who will shape the nation’s future.

 Anvesh 2026 was supported by a diverse group of sponsors including McDonald’s, GaamUP Infra Pvt. Ltd., Orientbell Tiles, Hindustan Associates, Hevix Fusiontech LLP, Arihant Industries, The Knot Nest (by Vedika), Baubles, Aradhya, Isha Celebrations, and Darkest Fantasy, reflecting strong industry and community participation in the festival.

Chief Minister Prem Singh Tamang attended Pre-Budget meeting chaired by Union Finance Minister

New Delhi, Jan 12: Chief Minister Shri Prem Singh Tamang attended the Pre-Budget meeting chaired by the Union Finance Minister, Smt. Nirmala Sitharaman on Saturday, in the presence of the Union Minister of State for Finance, Shri Pankaj Chaudhary, along with Chief Ministers and Finance Ministers from various States.

During the deliberations, the Chief Minister presented Sikkim’s perspective as a small border State with distinct geographical and strategic challenges. He highlighted the State’s key development priorities and fiscal sensitivities, underlining the need for sustained support for capital investment, stability in devolution, and greater flexibility for smaller States.

The Chief Minister also raised important issues relating to connectivity, infrastructure resilience, employment-generating sectors, and the smooth transition of welfare programmes. Emphasis was laid on the strategic importance of strengthening border infrastructure, with particular focus on continued assistance for critical road networks and improved logistical connectivity.

The interaction was described as constructive and forward-looking, with assurances that the concerns raised would be given due consideration. Reaffirming Sikkim’s commitment to inclusive growth and sustainable development, the Chief Minister reiterated the State’s resolve to contribute meaningfully to the national vision of Viksit Bharat 2047.

The Secretary, Department of Economic Affairs, as well as senior officers of the Central and State Governments, were also present during the meeting.

NAVIG8 Returns with Its Second Edition: Redefining India’s Built Environment Dialogue

Hyderabad, Jan 10: Following a highly successful debut in Bengaluru, NAVIG8 returns with its Second Edition, reaffirming its position as one of India’s most curated and influential platforms for the architecture, design, real estate, hospitality, and building materials ecosystem. Designed as a focused industry forum rather than a conventional exhibition, the two-day event will bring together 500+ eminent architects, interior designers, builders, developers, industry leaders, global experts, and top decision-makers from across the country. NAVIG8 creates a high-impact environment for collaboration, innovation, and meaningful business exchange across the built environment value chain.

“NAVIG8 was conceived as a curated ecosystem rather than a conventional exhibition,” said Sandhya Warrior- chief Visionary Strategist, NAVIG8. “The Hyderabad edition reflects the evolution of India’s building materials and construction landscape—where meaningful conversations, global perspectives, and decision-makers come together to create long-term value for the industry.”

Strong Industry & Institutional Support

The second edition of NAVIG8 is supported by leading national and regional industry bodies, underscoring its credibility and relevance within the sector. These include:

• Indian Institute of Architects (IIA)
• Indian Society of Landscape Architects (ISOLA)
• Malabar Association of Architects & Allied Professionals (MALABAR A2Z)
• Confederation of Real Estate Developers’ Associations of India – Telangana (CREDAI Telangana)
• National Real Estate Development Council – Telangana (NAREDCO Telangana)
• Association of Consulting Civil Engineers (India) – ACCE (I)
• Federation of Telangana Chambers of Commerce and Industry (FTCCI)
• Telangana Valuers Association (TVA)
• Indian Association of Structural Engineers (IASTRUCTE)
• Forum of Civil Engineering Organizations & Users Committee (FOCUS)
• Indian Concrete Institute (ICI), along with several other prominent professional associations.

NAVIG8 is also strengthened by government participation, reinforcing its role as a credible, future-facing forum shaping conversations around India’s built environment.

Global Voices & National Visionaries

Adding a strong international perspective, NAVIG8 will host distinguished global speakers including:

• Ar. Kasun C. Perera – Sri Lanka
• Parpis Lee – Thailand
• Darryl Custer – Dubai
• Kimberly Tryba – New York
• Nadia Ibrahim – Surbana Jurong, Dubai

These voices will be joined by 50+ leading visionaries from across India, creating a powerful exchange of global insight and local expertise.

A Curated Platform for Decision Makers

NAVIG8 attracts a highly targeted and influential audience comprising:

• Leading Architects & Interior Designers
• Top Builders & Developers
• Valuers & Procurement Consultants
• Engineers & Project Management Experts
• Hospitality Leaders & Hotel Chains
• Policymakers, regulators, and institutional representatives
• Educational institutions, colleges, students, and faculty members

The platform is curated to ensure direct engagement between brands and stakeholders who influence specification, procurement, and project execution.

Knowledge, Dialogue & Innovation

The second edition of NAVIG8 will feature:

• High-impact keynote addresses and panel discussions
• Participation from international speakers and global design voices
• Insight-led conversations on architecture, materials, technology, and evolving market dynamics
• Association-led sessions fostering professional exchange and collaboration
• A dedicated College Installation Program, showcasing student innovation, creativity, and emerging design thinking

A Growing Industry Movement

With an overwhelming response from industry-leading brands, professional bodies, and practitioners, NAVIG8 continues to evolve as a purpose-driven industry movement—bridging design intent, material innovation, and real-world execution.The Second Edition of NAVIG8 promises a more refined, focused, and influential experience, setting new benchmarks for installations, knowledge exchange, and industry engagement in India’s built environment landscape.

Audible Celebrates World Hindi Day with Stories by Bestselling Authors

On World Hindi Day, the spotlight turns to a language that has always carried stories across generations, now finding renewed resonance in how India listens. As audio becomes an increasingly intimate way to consume stories, Hindi is emerging as a powerful bridge between global stories and the audiences here. From epic Indian histories to internationally loved classics on purpose, ambition and self-growth, familiar stories are taking on fresh depth when heard in Hindi. Reflecting this shift, Audible expanded its Hindi catalogue over the past year, bringing together bestselling Indian and international authors across genres mythology, fiction, leadership and self-help so that stories don’t just travel across borders, but land closer to home. We’ve picked some, for you to experience and commemorate this World Hindi Day!

The Naga Warriors: Battle of Gokul Vol. 1 

Author: Akshat Gupta 

The Naga Warriors chronicles the epic tale of the Naga sadhus, warriors and monks, who dedicated their lives solely to defending their faith and people. Set against the backdrop of 1757, the fiction piece follows a small band of 111 Nagas who stand their ground in Gokul against a massive invasive Afghan force. Led by the fierce Ajaa, their fight is not about victory or survival but about honour, belief and standing up for what they hold sacred. Combining elements of mythology, history and emotion, this story shows how devotion can turn ordinary men into legends. The Hindi audiobook is narrated by Ashish Vidyarthi, whose commanding voice adds weight, density and intensity into the soul of warriors and their sacrifice.

Bharat ka Rakshak Maharaja Suheldev 

Author: Amish Tripathi 

Bharat ka Rakshak Maharaja Suheldev tells the remarkable life of India’s unsung king, Maharaja Suheldev, who resisted foreign invasions in 1025 AD when much of North India was under threat. The audiobook traces how Sueldev, despite ruling a small kingdom, gathers courage and strength to project his land, people and secret sites, choosing strength over surrender. Rooted in history and brought alive through dramatic storytelling, this book highlights themes of bravery, sacrifice and duty, especially during the Battle of Bahraich, where Suheldev emerges as a symbol of hope, patriotism and resilience in the face of adversity. The Hindi audiobook narrated by Neha Gargava, captures the heroic history of India with a clear and emotive voice.

Kane & Abel

Author: Jeffrey Archer 

Kane & Abel is a deeply engaging saga about two men born on the same day but into opposite worlds. With one living a life of wealth and privilege, the other is grinding out of poverty and struggle. In this must-read, William “Kane” Kane is raised as a Boston banking heir with money, status and expectations while Abel Rosnovski is born as an impoverished Polish immigrant who fought to stay alive while creating something out of nothing. Though their paths rarely cross, their ambitions, pride and rivalry draw them into a fierce clash for power, fortune and legacy that spans decades and shapes the course of both their lives. This story is not about business or wealth but the twists of fate, heartbreak, war, betrayal and the unexpected connections across generations.

The Alchemist 

Author: Paulo Coelho 

The Alchemist, is a gentle yet powerful story about Santiago, a young shepherd who leaves his familiar life to follow a recurring dream about hidden treasure near the Egyptian pyramids. Santiago’s journey takes him through deserts and other unfamiliar lands, but on the way he develops self-belief, patience and gains the courage to meet his goal. During his journey, he meets mentors and strangers who team him to trust his instinct, read the signs of life places in front of him and realize that his fear is the greatest obstacle to happiness. At its heart, the book reminds us that pursuing our dreams gives life meaning, and that the real reward often lies in chasing them. In this Hindi edition, the narrator, Babla Kochhar enhances the story’s meditative tone with his calm and reflective voice, providing an opportunity for listeners to find peace and introspect through this work.

Atomic Habits 

Author: James Clear 

Atomic Habits is a practical, self-improvement audiobook that shows how tiny, every day changes can lead to significant life-changing results by reshaping your behaviour and environment to support better routines and break old, unhelpful ones. Rather than relying on willpower or big goals, the author explains how small efforts compound over time, offering clear strategies for building good habits, eliminating bad-ones and designing systems that help you get 1% better every day, backed by psychology and real world examples.

Leader in You 

Author: Dale Carnegie

Leader In You is a practical leadership and self-development audiobook that teaches listeners how to unlock the leader within themselves by strengthening their confidence, communication, decision-making and influence over other people. The author uses the principles of human behaviour and leadership psychology to demonstrate how successful leaders think and communicate their ideas in a way that creates a positive impact on the people around them. The author also stresses on how leadership has nothing to do with a person’s job title but a set of everyday skills that anyone can develop. The audiobook is narrated in Hindi by Anil Datt, who advises listeners how to develop themselves professionally and personally, with a clear and motivating voice.

Ikigai 

Author: Hector Garcia and Francesc Miralles 

The Ikigai Journey offers a practical and uplifting guide to discovering deeper purpose, balance and joy in life. The book offers solutions on how to turn philosophical insights into everyday actions. Through 35 mindful stations and exercises, the author helps you reflect on your past decisions, clarify your future goals and live more in the present, while strengthening your sense of well-being and being. The Hindi audiobook is narrated by Abhishek Sharma, whose clear and thoughtful delivery makes these life-enriching lessons accessible and relatable as listeners explore how their passions, values, experiences and daily choices can shape a purposeful and happier life.

From IIT Roorkee to the World Stage: A Para Swimmer’s Inspiring Rise

IIT Roorkee Para Athlete Turns Struggles into Strengths, Inspires Generations A Journey from Campus Pool to World Para Swimming Championship

Roorkee, Uttarakhand, Jan 09: Defying odds, breaking barriers, and inspiring generations, Saurav Kumar’s recent B.Tech graduate journey in Engineering Physics from the Indian Institute of Technology Roorkee (IIT Roorkee) is a story of courage, resilience, and hope. Living with a lower-limb disability since childhood, Saurav has turned challenges into opportunities, proving that the body does not define disability, but the mind.

Saurav’s tryst with para sports began in 2024, when a campus event he organised brought national heroes, including Paralympians Md. Shams Aalam and Pramod Bhagat to IIT Roorkee. Inspired by their stories, and even as he coped with the loss of his mother to cancer, he resolved to learn swimming, a sport he had never tried before. Despite initial hesitation from coaches and authorities, Saurav’s determination prevailed.

Within just three months of entering competitive swimming, he won two silver medals at the state level and secured a top-10 position at the National Para Swimming Championships in 2024. Continuing his progress, on 21st and 22nd September 2025, he participated in both the state and district competitions, winning two gold medals at the state level and two gold medals at the district level. He further strengthened his national standing by securing 4th position at the National Championship on 15th November 2025, competing among 17 participants in the 100m butterfly stroke, with a timing of 2 minutes and 43 seconds.

Today, he can swim up to 5 km in a single session and is preparing to represent India and institute in upcoming Asian game and Khelo India, he is also selected the World Para Swimming Championship Series in Italy on March 12, 2026, with full sponsorship and support from IIT Roorkee.

Beyond the pool, Saurav is also the Institute Champion in Snooker (2025), co-founder of IRIS Eco-Tech, a deep-tech startup incubated at IIT Roorkee’s TIDES, and an innovator working on prosthetic leg technology. For his exceptional contributions, he was honoured with the Professional Development and Innovation Award 2025 and the Hari Krishna Mittal Leadership Award 2025.

Speaking on his journey, Prof. Kamal Kishore Pant, Director, IIT Roorkee, said,

 “Saurav’s story is not just about medals or achievements, it is about courage, determination, and the will to rise above challenges. At IIT Roorkee, we are proud to support his journey and remain committed to creating an inclusive ecosystem where every student, irrespective of ability, can thrive and chase their dreams.”

Reflecting on his own journey, Saurav Kumar said,

“You don’t need a perfect body to chase your dreams; what you need is belief, determination, and the courage to begin. If I can do it, so can every student who dares to dream, no matter the challenges. I carry with me the strength of my family, my mentors, and my Institute, and I hope my journey inspires others never to give up.”

Saurav’s story highlights the spirit of inclusivity and resilience at IIT Roorkee. With over 150 students with disabilities on campus, the Institute is working to strengthen support mechanisms to ensure equal participation and opportunities for all. His appeal for a dedicated support channel for students with disabilities serves as a reminder that empowerment begins with access, and true inclusion stems from collective responsibility.

Saurav Kumar’s journey stands as a beacon of hope, proving that limitations are only as real as we allow them to be. His success belongs not only to him, but to everyone who believes in the power of courage, community, and compassion.

The Dean of Students’ Welfare (DoSW), IIT Roorkee, has been a strong pillar of support in Saurav Kumar’s journey, ensuring that students with diverse abilities receive the encouragement and resources they need to excel. Through its inclusive initiatives and mentoring ecosystem, the DoSW office facilitated Saurav’s access to training facilities, travel assistance, and institutional sponsorship for his participation in national and international para swimming events. The office also played a key role in promoting awareness and inclusion across campus, helping foster a culture where determination and talent are celebrated beyond physical limitations. This support reflects IIT Roorkee’s deep commitment to student welfare, empowerment, and equal opportunities for all.

United Way Bengaluru and Marvell CSR Partner steps-up Rural Development initiatives in Chikkaballapura district under ‘Rural Rising’

Bagepalli, Jan 8: United Way Bengaluru (UWBe), with the CSR support of Marvell, is implementing Rural Rising, an integrated rural development flagship campaign in Bagepalli taluk of Chikkaballapura district. The initiative is guided by a shared vision to strengthen rural communities through focused interventions in education, health and sanitation, livelihoods, and environmental sustainability.

As part of this Rural Rising program, an E-Bike Handover Ceremony was organised to support frontline healthcare delivery in the district. The event witnessed the key handover of 10 E-Bikes to the Primary Healthcare Centres (PHCs), aimed at improving mobility and outreach of healthcare staff in remote and underserved areas.

The District Collector of Chikkaballapura highlighted the practical impact of enhanced mobility on healthcare delivery and the importance of people-public-private partnerships in accelerating rural development outcomes.

The Rural Rising program has improved the quality of early childcare and development services, supported school infrastructure, promoted drinking water, improved the health and sanitation standards and livelihood enhancement resources such as solar lights, and e-bikes for the PHCs. Distinguished delegates and community leaders graced the occasion, including representatives from District Collectorate, Marvell Technology, United Way Bengaluru, and Gram Panchayats, and the local community.

Through Rural Rising, United Way Bengaluru and Marvell continue to demonstrate how collaborative efforts can create sustainable, on-ground impact and contribute meaningfully to holistic rural transformation in Karnataka.

At Marvell, we believe that lasting change in rural India comes from investing in foundational needs that drive sustainability. Our partnership with United Way Bengaluru through Rural Rising is aligned with our vision of greater self-reliance and long-term wellbeing,” said Navin Bishnoi, Associate Vice President and Country Head (India), Marvell Technology.

United Way Bengaluru works as an ecosystem enabler. In Rural Rising, collaboration is not just a principle but a practice, bringing together communities, government systems, and partners to deliver change that is locally anchored and scalable,” said Rajesh Krishnan, CEO, United Way Bengaluru.

Understanding Cost, Turnaround Time, and Accuracy in Coal and Mineral Testing

Uppal Brewers & Distillers’ Soorahi takes a witty swipe at wedding season realities

New Delhi, Jan 06: For many young Indians, wedding season comes with a parallel ritual of awkward questions, comparisons, and unsolicited advice delivered between pheras and photo ops. Tapping into this all-too-familiar reality, Uppal Brewers & Distillers’ (UBD) Soorahi has rolled out an ongoing, humour-led ‘Soorahi Love, Laughter and Shaadi ka Chapter’ campaign that looks at the wedding season the way people actually experience it.

Instead of brushing past wedding-season pressures, Soorahi chose to lean into them the way most guests already do- by laughing it off. Weddings are often where polite hellos turn into life audits, where everyone suddenly has a theory about what you should do next. By responding with wit and cocktail-led storytelling, the brand finds levity in these moments, offering young adults a way to laugh their way through the season rather than explain themselves, without making a big statement out of it.

Anchoring the campaign is a stand-up comedy collaboration with Appurv Gupta, whose first two reels have already crossed over one million views, with more content slated to roll out. The humour spills beyond the screen into a wedding-season cocktail series by mixologist and brand evangelist Ankur Chawla, featuring drinks named after situations guests know too well: The Aunty Dodger, The Ex-Encounter, because sometimes the drink deserves a backstory.

Speaking on this collaboration, Appurv Gupta said,

 “What I liked about working on this was that nothing was forced. The ideas came from conversations we’ve all had at weddings, and the humour landed because it wasn’t trying to sell a punchline, just capturing what really happens when families get together.”

Offline, the brand has also introduced mock wedding invitation cards, designed to look authentic at first glance, before revealing a tongue-in-cheek message, subverting one of the season’s most recognisable symbols to spark conversation.

The campaign will culminate in a live, on-ground comedy and tasting experience on January 17th, bringing together stand-up, themed cocktails, and immersive brand interactions. Running through the ongoing wedding season, the initiative reflects UBD’s approach to building Soorahi as a culturally relevant brand rooted in humour, observation, and moments that audiences recognise as their own.