Category Archives: News

Maaya makes title clash, Senthil exits with semifinal defeat

NEW DELHI, JANUARY 11, 2025: The talented Maaya Rajeshwaran Revathi remained on course for her first singles title in more than a year with yet another upset win but top seed Senthil Kumar’s impressive run at the ITF J300 event ended with a semifinal defeat on Friday.

Maaya has been in red-hot form which she utilised to knock out the second seed Eleejah Inisan from France in the fiercely-fourth girls singles semifinal at DLTA Complex.

Passing the test of nerves with flying colours, the 15-year-old Maaya eked out a 6-4 6-7(4) 6-2 win to set up the title clash with Ekaterina Tupitsyna, who too had to fight hard against Polina Berezina.

Tupitsyna emerged a 6-3 4-6 6-1 winner in the tight semifinal.

Maaya had won a singles title back in December 2023 when she triumphed in Pune in a J100 event.

Senhtil has been in a superb touch but his run was finally stalled by Korean fourth seed Donghyun Hwang, who came out winner with a 6-4 6-1 scoreline. Once Senthil lost the opening set, the Korean raced away to the finish line with a double break.

Hwang will clash with unseeded American of Indian origin Roshan Santhosh, who prevented an all-Korean boys singles final with his 6-4 6-0 win over Hyeon Seok Seo in the other semifinal.

The boys doubles title was grabbed by the fourth-seeded pair of Artem Bogomlov and Roman Kharlamov, who bounced back in the final against equally formidable combination of Alan Aiukhanov and Alexey Shibaev, winning 5-7 7-6(6) 10-1.
The girls trophy went to the top seeds Konstantinova Yoana and Rada Zolotareva, who emerged winner against the Korean-Taipei team of Yesung Lin Choo and Yu-Chen with a 6-3 6-2 scoreline.

FedEx International Connect Plus Expands Global Reach, Enhancing Access for India’s e-tailers

Jan 10, 2025, Mumbai, India

Federal Express Corporation (“FedEx”), the world’s largest express transportation company, has further expanded the reach of FedEx® International Connect Plus (FICP) in India, now connecting customers to a wide range of destinations across the Asia, Americas and Europe. This cost-effective, day-definite international shipping solution is designed to deliver cross-border e-commerce shipments within 3-4 business days*.

FedEx International Connect Plus Expands Global Reach, Enhancing access for India’s e-tailers

FedEx aims to empower India’s growing e-commerce sector, projected to reach USD 325 billion(1) by 2030. With third-party logistics anticipated to manage nearly 17 billion(2) shipments over the next seven years, dependable, flexible, and affordable international shipping has never been more essential. FICP meets this demand by simplifying cross-border logistics and enhancing customer satisfaction with flexible delivery options.

“E-commerce is accelerating cross-border trade, and businesses need smart, cost-effective solutions that expand reach without compromising speed and flexibility,” said Nitin Navneet Tatiwala, Vice President of Marketing and Air Network, MEISA, FedEx. “Our focus is on creating efficient, agile supply chain solutions for India’s evolving e-commerce landscape. By combining our advanced physical and digital networks, we aim to better serve our customers—especially the small- and mid-sized businesses that drive growth in today’s competitive economy.”

Other benefits of FICP for E-Commerce

• Seamless E-commerce Integration: Easy integration with major e-commerce platforms ensures a smooth, paperless shipping process for businesses and customers.
• Enhanced Customer Control and Visibility: Through FedEx Delivery Manager®, customers can track shipments and adjust delivery schedules in real-time. Additionally, Picture Proof of Delivery (PPoD)* provides visual confirmation of delivery and reassure recipients that their package has been delivered, boosting convenience and satisfaction.
• Flexible Delivery Options: Customers can select from multiple delivery choices, including residential delivery or pick-up at a nearby retail location or locker.
• Weekend and Evening Delivery~: Enables delivery at times that best suit customer schedules, avoiding delays.
• Added Savings^: Includes waivers on the ‘Residential Delivery surcharge’ and the ‘Remote Area Delivery’ surcharge, providing additional cost savings for businesses.

FedEx also supports global commerce with a suite of digital solutions designed to streamline logistics. Tools like FedEx Delivery Manager, FedEx One Stop Shop, and the FedEx Import Tool simplify processes with centralized documentation, online payment options, and customized delivery preferences, further enhancing the value and convenience for businesses looking to expand their international reach.

STAGE OTT Unveils the Rohidi Music Festival: A Symphony of Rajasthan’s Cultural Legacy

Jan 10, 2025  Barmer, India

Rajasthan’s rich cultural heritage takes center stage as STAGE OTT proudly presents the Rohidi Music Festival—a grand celebration of the state’s vibrant musical traditions. Scheduled for January 12, 2025, this one-of-a-kind event will transform the enchanting sand dunes of Rohidi in the Sheo region of Barmer into a pulsating arena of soulful rhythms and melodies. Timed to coincide with Swami Vivekananda’s birth anniversary and National Youth Day, the festival promises a day of unforgettable performances and cultural immersion, starting at 2:00 PM.

STAGE OTT Presents the Rohidi Music Festival – A Celebration of Rajasthan’s Musical Heritage

The festival brings together over 350 Manganiyar artists, revered worldwide for their electrifying performances and their unique ability to preserve Rajasthan’s folklore, history, and traditions through music. Known for their appearances on international platforms like Coke Studio, the Manganiyars will captivate audiences with their powerful vocals and intricate rhythms, using traditional instruments such as the khartal and dholak.

The event will feature prominent dignitaries and chief guests, further amplifying its significance. Speaking about the festival’s purpose, Vinay Singhal – CEO & Co-Founder, shared, “The Rohidi Music Festival is our tribute to Rajasthan’s timeless musical legacy. Through this initiative, we aim to bring the Manganiyars’ artistry to a larger audience, while fostering a deeper appreciation for traditional art forms. Visitors can look forward to an immersive cultural experience, complete with mesmerizing performances and the majestic beauty of Barmer’s desert landscape.”

Beyond music, the Rohidi Music Festival serves as a movement to uplift and empower Rajasthan’s border communities. By providing a platform for local talent, creating employment opportunities, and fostering cultural pride, the festival contributes to the social and economic development of the region.

Celebrating the Spirit of Youth: National Youth Day 2025

National Youth Day, celebrated annually on January 12, commemorates the birth anniversary of Swami Vivekananda, one of India’s most influential philosophers and spiritual leaders. His teachings on self-reliance, unity, and the power of youth have inspired generations. In 2025, the day offers an opportunity to reflect on the potential of young minds and their critical role in shaping a progressive society. Swami Vivekananda’s message of empowering youth to contribute to the nation resonates more than ever in today’s fast-paced world, where young people are at the forefront of innovation, social change, and global leadership.

As Mr. Sony Thomas, Executive Director of CBM India, aptly put it: “Young people are architects of change, building inclusion with every action. Their energy, ideas, and resilience hold the key to transforming societies and shaping a world where everyone can thrive. Inspired by the timeless vision of Swami Vivekananda, we at CBM India, are dedicated to empowering young people, with and without disabilities, to develop their capabilities and lead with confidence.”

 This vision underscores the importance of nurturing young talents through access to education, skill development, and opportunities for growth. On this National Youth Day, we honor the courage and determination of the youth and reaffirm our commitment to creating an inclusive society where every young person’s potential is recognized and celebrated, ensuring they can lead transformative progress for the future.

GEF India Adopts Kotha Cheruvu for Environmental Sustainability

Hyderabad: 10th January, 2025: Gemini Edible & Fats India Limited (GEF India) makers of Freedom Healthy Cooking Oils, in association with HMDA & Telangana Social impact Group/T-SIG (CSR Wing, Telangana Government) and related government bodies along with the representatives of Dhruvansh organisation (NGO) who are implementing this significant environmental initiative to restore and rejuvenate the Kotha Cheruvu, a critical water body located in the Kokapet area. As part of its corporate social responsibility (CSR) efforts, GEF India is committed to preserve and develop the natural resources for the benefit of the neighbouring communities. The company has contributed ₹1.20 crores towards the restoration and rejuvenation project. This initiative was unveiled by Mr. Sarfaraz Ahmad, I.A.S – Commissioner, HMDA in the presence of Mr Sreevatsa Kota, I.A.S, Joint Metropolitan Commissioner, HMDA, Ms. Mailaram Nagapurna, Chairman, Narsingi Municipality, Mr. T. Krishna Mohan Reddy, Commissioner, Narsingi municipality, Ms. Archana Suresh, Director, T-SIG, along with Mr. Akshay Chowdhry, Group Vice President, GEF India, Mr. G. Prathap, Director, GEF India and Ms Madhulika Choudhary of Dhruvansh Organization.

Kotha Cheruvu has suffered from rapid urbanization and pollution. The lake, which is vital for the local ecosystem, has seen its water quality deteriorate due to sewage inflow and the growth of aquatic weeds. The restoration project focuses on cleaning the lake, improving water quality, and preserving local biodiversity using latest sustainable and cost-effective technology. Furthermore, the initiative aims to raise awareness in the local community about the importance of sustainable water resource management and ecological conservation.

GEF India is working closely with the Dhruvansh Organization to implement long-term ecological restoration techniques such as water management, waste reduction, and habitat preservation. These measures will not only restore the lake’s natural beauty but will also contribute to a healthier, more sustainable ecosystem, benefitting both aquatic and terrestrial life.

Mr. Sarfaraz Ahmad, I.A.S – Commissioner, HMDA and Ms. Mailaram Nagapurna, Chairman, Narsingi Municipality appreciated the contribution of GEF India and Dhruvansh towards restoration and rejuvenation of Kotha Cheruvu, Kokapet. They highlighted that the initiative will enhance the local ecosystem and provide a valuable resource for the community, fostering a healthier and more sustainable environment for all. They also urged the people in the neighbourhood to ensure that they take up the role of protecting the lake from pollution after the restoration of the lake, and preserve it for the coming generations.

Mr. Akshay Chowdhry, Group Vice President, Gemini Edibles & Fats India Limited, said “Through the adoption of Kotha Cheruvu, Kokapet we are taking meaningful steps toward restoring a vital water body for the community. We are happy to associate with the initiative of the state government to restore and rejuvenate the vital resources like lake for the future generations and encourage sustainable growth of the state. We are proud to support such initiatives that not only preserve nature but also improve the quality of life for the people in this region.”

Adding to this Mr. G. Prathap, Director, Gemini Edibles & Fats India Limited, said “At GEF India, sustainable practices and concern for the environment are ingrained in our corporate philosophy. Our manufacturing units in Kakinada & Krishnapatnam are zero liquid discharge plants. As an extension of this philosophy, we are delighted to associate with the initiative to restore and rejuvenate Kotha Cheruvu, Kokapet, that will help conserve the bio-diversity and sustainable ecosystem for the future generations.”

Ms. Archana Suresh, Director of T-SIG, said, “We are very pleased that GEF India has lent it’s support to conserve the ecological landscape in Hyderabad through the Kotha Cheruvu project in Kokapet. We are thrilled with this partnership that also serves as a testimony to successful CSR collaborations with the Telangana Government.”

GEF India remains deeply committed to sustainability and community welfare through its ongoing CSR initiatives. The recent launch of the Freedom Park initiative, focused on promoting green spaces and environmental stewardship, exemplifies the company’s dedication to ecological well-being. Looking ahead, GEF India will continue to develop and support impactful projects that nurture the environment and benefit the society. These efforts are not only designed to create lasting change today but also to ensure a healthier, more sustainable ecosystem for the future generations.

Jaipur Literature Festival 2025 hosts a glittering Delhi Preview

January 10th, New Delhi: The Jaipur Literature Festival, celebrated as the “greatest literary show on earth,” is set to return for its 18th edition from 30th January to 5th February 2025, at Hotel Clarks Amer, Jaipur. Ahead of the main Festival, Teamwork Arts hosted an exclusive Delhi preview at The Leela Palace, New Delhi, offering a glimpse into the detailed, nuanced and meticulous programming that defines this global literary extravaganza.

This year, the Festival’s themes reflect narratives that shape our world and books that have triggered our imagination with a variety of sessions.

Sessions that focus on themes such as Democracy and Equality will examine the timeless quest for justice and the truths behind constitutional ideals. The ever-popular Crime Fiction segment will bring thrilling narratives of mystery and suspense, while the Biographies and Memoirs section promises to offer intimate insights into extraordinary lives. For food enthusiasts, the Gastronomy theme will celebrate culinary traditions and flavours that unite cultures across borders. Additionally, sessions on theatre adaptations, cinema, history, and culture will present an array of perspectives, celebrating the diverse narratives that shape our collective heritage.

The Jaipur Literature Festival 2025 will feature an impressive lineup of speakers, including Abhijit Banerjee, Andrew O’Hagan, Anita Anand, Anna Funder, Amol Palekar, Anirudh Kanisetti, Barnaby Rogerson, Benjamin Moser, Cauvery Madhavan, Claire Messud, Claudia De Rham, David Hare, David Nicholls, Esther Duflo, Fiona Carnarvon, Geetanjali Shree, Ghaith Abdul-Ahad, Gideon Levy, Gopalkrishna Gandhi, Ijeoma Oluo, Imtiaz Ali, Ira Mukhoty, Irenosen Okojie, James Wood, Javed Akhtar, Jenny Erpenbeck, Joe Boyd, John Vaillant, Kallol Bhattacherjee, Katy Hessel, Lamorna Ash, Lindsey Hilsum, Maithree Wickramasinghe, Manav Kaul, Manu S. Pillai, Matt Preston, Miriam Margolyes, Nathan Thrall, Pankaj Mishra, Peter Sarris, Philip Marsden, Philippe Sands, Prayaag Akbar, Priyanka Mattoo, Rahul Bose, Ranjit Hoskote, Robert Service, Shahu Patole, Sophy Roberts, Stephen Greenblatt, Stephen R. Platt, Sunil Amrith, Susan Jung, Tarun Khanna, Tina Brown, Tim Mackintosh-Smith, V. V. Ganeshananthan, Venki Ramakrishnan, Yaroslav Trofimov, and Yuvan Aves.

A commitment to inclusivity remains at the heart of the Festival with the return of the Sign Language Interpretation Sessions in collaboration with Nupur Sansthan. This initiative, widely appreciated in previous editions, ensures that the Festival is accessible to everyone, fostering a space where stories and ideas can truly reach everyone.

The Festival will host over 300 luminaries, including Nobel laureates, Booker Prize-winners, journalists, policymakers, and acclaimed writers. The concurrent Jaipur BookMark (JBM), South Asia’s leading publishing conclave, will celebrate its 12th year with a focus on translations, storytelling innovations, and the role of AI in shaping the future of publishing.

William Dalrymple, award-winning historian and Festival Co-Director, said, “The Jaipur Literature Festival, the biggest literary festival in the world, returns with a spectacular lineup, featuring a range of award-winning writers. The Festival continues to serve as a global platform where some of the world’s most influential voices come together to engage, inspire, and exchange ideas. It fosters meaningful dialogue across a wide range of topics, bridging perspectives from diverse cultural and intellectual backgrounds. It not only celebrates literature but also acts as a beacon for understanding and collaboration in an increasingly interconnected yet divided world. We hope to see you all there, where the greatest writers on the planet come together for an extraordinary celebration of literature, ideas, and dialogue, with accessibility at its finest.”

Namita Gokhale, award-winning writer and Festival Co-Director, said, “The Jaipur Literature Festival returns to cast its web of magical enchantment over the world of books and ideas, poetry, and music. Our stellar programme covers a rich diversity of themes, across continents and cultures. This edition weaves a dynamic mosaic of books, ideas, arguments, and epiphanies. With 26 languages—13 international and 13 Indian—it opens windows to many worlds, celebrating a unique linguistic landscape of ‘Many Languages, One Literature.’ A vintage edition awaits!”

Sanjoy K. Roy, Managing Director of Teamwork Arts, said, “This year’s edition exemplifies the transformative power of books and ideas, building bridges across cultural and intellectual divides to celebrate our universal love for literature. The Festival creates a space for thoughtful exchange, where stories and ideas come to life, fostering empathy, understanding, and collective growth. It is more than a celebration of the written word; it is a movement that connects individuals and communities through shared narratives and informed discourse.”

Preeta Singh, President, Teamwork Arts, said, “Celebrating 18 incredible years of the Jaipur Literature Festival, we express deep gratitude to our partners—brands, ambassadors, foundations, and media—for their invaluable support and cooperation. Together, we’ve built an enduring experience, reaching over 400 million people globally. Even during the challenges of COVID, partners stood steadfast, with platforms like YouTube and Hotstar ensuring accessibility and media partnerships taking our stories to places like Jammu & Kashmir and Nagaland. We extend our heartfelt gratitude to Nand Ghar, Hawthornden Foundation, The U.S. Embassy, UN Women, Embassy of Ireland, Culture Ireland Grant, EU, Vedica, Mukesh Bansal, The Holberg Prize, Embassy of Netherlands, Embassy of Austria, BluSmart, Fratelli, Banyan School Tree, Rajasthan Tourism, Delhi Tourism, Harper Collins, and HUP MCLI. We also acknowledge our Media Partners—ABP News, Tv9, Daily Hunt, and The Print, along with our Print Media Partners—New Indian Express, Rajasthan Patrika, Malayala Manorama, Business Standard, Amar Ujala, Dainik Bhaskar, and Sakal. To our Radio Partner, Red FM, for their invaluable support in amplifying the festival’s spirit and message. With the support of JBM, the Norwegian Embassy, and Tamil publications, Jaipur Literature Festival has truly become the ‘Kumbh of Literature,’ a beacon of ideas and inspiration for the world.”

Ambassador of Norway to India, May-Elin Stener, said, “Norway has been the Country Partner at Jaipur BookMark since its inception more than a decade ago. As founding partners of the event, we are proud of the way the publishers’ forum has developed and its integration into the Jaipur Literature Festival. JBM’s focus on the publishing industry and on translations is an important aspect of literature. We wish JBM all the best and look forward to the event in 2025.”

‘Garudakshi’ Takes Flight: Karnataka Forest Minister Launches New Module of the Wildlife Crime Management System

Bengaluru, 10 January 2025: Taking a major step towards enhancing wildlife crime prevention, the Karnataka Forest Department, in partnership with the Wildlife Trust of India (WTI) and with support from NTT DATA, a leading provider of digital business and IT services, officially launched the ‘Peregrine’ module of the HAWK (Hostile Activity Watch Kernel) software, also known as “Garudakshi.” The launch event, held on 7 January 2025 at Vikasa Soudha, Bengaluru was presided over by Shri Eshwar B Khandre, Hon’ble Minister for Forest, Ecology and Environment.

NTT DATA’s collaboration with WTI began in 2022 with the development of the HAWK system, a specialized software aimed at modernizing the Karnataka Forest Department’s approach to forest and wildlife crime management. The first module, Kestrel,’ of Garudakshi, was introduced the same year with financial backing from NTT DATA, marking a major milestone in digitizing the state’s offence management. The Kestrel Module consolidates details of all pending cases across Karnataka, providing officials with a centralized platform to monitor case progress and tackle backlogs effectively. This streamlined data access empowers the department with timely insights to expedite decision-making and reduce case pendency.

Building on this digital transformation, the department has now launched the ‘Peregrine’ Module, a comprehensive tool for managing wildlife crimes. This advanced module covers the entire lifecycle of crime management—from initial reporting to final court verdicts—and includes features for generating essential case documentation. Designed to make offence management entirely paperless, Peregrine minimizes documentation errors through guided dropdowns and clear instructions, enhancing both accuracy and efficiency in case handling.

To ensure successful adoption, the Wildlife Trust of India, with NTT DATA’s support, has conducted eight training sessions, training close to 1,000 Karnataka Forest Department officers on the Kestrel Module. These sessions provide hands-on guidance, equipping officers to maximize the potential of Garudakshi for enhanced field effectiveness.

The Karnataka Forest Department’s ongoing digital transformation reflects its commitment to creating a robust framework for protecting the state’s invaluable wildlife and forest resources. The launch of the Peregrine Module marks a new chapter in this mission, advancing accountability, precision, and speed in wildlife crime management across Karnataka.

Shri Eshwar B Khandre, Hon’ble Minister for Forest, Ecology and Environment said, “The Forest Department must modernize to address contemporary challenges. In association with the Wildlife Trust of India, the Information Communication Technology Wing of the Karnataka Forest Department has developed this Garudakshi (HAWK) software to streamline the management of forest and wildlife cases. This initiative will enable senior officials to monitor cases more effectively and marks a new beginning in offence management within the department. With this software, we aim to take a significant step toward preventing forest crimes.”

Commenting on the occasion, Jose Louies, CEO, Wildlife Trust of India (WTI) said, “A centralised system to monitor and manage wildlife crime will help the state forest department in many ways as it will be transparent, timesaving and also will increase the efficiency of response. We are extremely happy to partner with the Karnataka state government to launch the HAWK system, a major step in digitising wildlife offence management. Our sincere thanks go to NTT DATA for their invaluable support in making this visionary initiative a reality.”

Gauri Bahulkar, Senior Director, Global Corporate Social Responsibility, NTT DATA Services, said, “We are honoured to partner with the Wildlife Trust of India to support the Forest Department’s transformative shift from paper-based to digital reporting. This initiative exemplifies how technology can be leveraged to drive meaningful societal impact in a rapidly evolving world. At NTT DATA, our goal is to use technology to foster sustainable change. We hope to enable this digital transformation across more states in India, streamlining forest operations for frontline teams and enhancing efforts in wildlife and forest conservation.”

The Impact of Global Events on Study Abroad Programs & Policies

By- Mrs. Ritika Gupta, CEO of Aaera Consultants

In recent years, global events have significantly affected overseas education. Political unrest, economic instability, public health crises, and environmental disasters have all shifted how universities and policymakers approach international academic exchanges. Students worldwide wish to study abroad to gain cultural insights and build a global network, with the promise of high-quality education, and career expectations. With some major international events such as COVID-19, the Russian-Ukraine war, and Australian wildfires, the patterns and decisions surrounding overseas education have also shifted.

1. Study Abroad Programs and Health Emergencies: A clear example of how public health emergencies can disrupt international travel is the COVID-19 pandemic. Many colleges were forced to halt study abroad programs while many switched to virtual exchanges due to travel restrictions, campus closures, and health concerns. Institutions responded by enacting strict health and safety regulations, such as vaccination requirements, quarantine guidelines, and improved travel insurance.

2. Visa policies & requirements: Visa policies are a crucial aspect of study abroad programs and are heavily influenced by global events. During health crises, additional requirements such as vaccination certificates and health insurance coverage are often mandated. Economic downturns can also lead to increased visa fees and more rigid financial proof requirements. Educational institutions must assist students in navigating these complexities by providing updated information, visa support services, and resources to meet evolving requirements.

3. Political Instability and Safety Concerns Political events, such as protests, conflicts, or abrupt policy changes, can immediately affect study abroad programs. Students may face safety risks, visa restrictions, or even evacuation orders. For example, political tensions in regions like Hong Kong and Ukraine have caused universities to reassess partner institutions and develop crisis management plans.

4. Economic Challenges and Funding Limitations Global economic downturns also affect study-abroad opportunities. Reduced government funding, increased tuition fees, and economic uncertainty have made it harder for students to afford international education. Scholarship programs and financial aid initiatives have become critical tools in ensuring access to study-abroad opportunities.

5. Policy Adaptations and Institutional Resilience To address these global challenges, universities, and governments are revising policies to build resilience into study abroad programs. This includes diversifying host country options, strengthening risk assessment protocols, and incorporating flexible program designs that allow for hybrid learning alternatives.

 Global events will continue to profoundly shape study abroad programs and policies. Institutions must remain innovative and prepared to address new challenges as they arise. By fostering collaboration, embracing technology, and prioritizing student safety, studying abroad programs can remain a cornerstone of global education in an unpredictable world.

Wonderful Pistachios Celebrates California Pistachios’ First Advertising Campaign in India

Jan 10, 2025 Mumbai, India

Wonderful® Pistachios, the world’s largest grower and processor of pistachios and distributor of California Pistachios, is celebrating the launch of California Pistachios’ first international advertising campaign, “The Better Nut”. This initiative communicates the nutritional benefits of California pistachios, aiming to increase category awareness and position them as a delicious, guilt-free and complete protein snack.

The Better Nut OOH campaign indicating nutritional benefits of California Pistachios

The campaign’s centrepiece is a striking visual featuring an arm flexing its muscles crafted entirely of California pistachios in their vibrant green hue. This imagery will be showcased across billboards, unipoles, newspapers, and in-app promotions on Amazon. The messaging highlights California pistachios as a tasty and guilt-free snack boasting essential vitamins, minerals and other nutrients that promote well-being.

The Better Nut draws insights from a global study conducted by Wonderful Pistachios across ten countries, revealing a rising demand for healthier snacks and plant-based protein among urban Indians. Key findings include:

86% of consumers seek protein in their diets.

58% of India consumers perceive health to be more important than taste

Nuts are the second most popular snack in India, with 86% of shoppers buying them and 66% of urban Indians snacking on pistachios.

The ICMR-National Institute of Nutrition (ICMR-NIN), recommended including nuts like pistachios as a healthy snack and an essential source of plant protein in a balanced diet. A serving of 28 grams of California pistachios contains 6 grams of protein, fibre, and unsaturated fats, making them ideal for mindful snacking.

Diana Salsa, Vice President of Marketing at Wonderful Pistachios, stated, “India is a dynamic and growing market with a deep appreciation for nutritious and versatile foods. With its rich culinary traditions and a rising focus on healthy lifestyles, The Better Nut offers an incredible opportunity for us to connect with consumers who value the quality, taste and benefits of incorporating pistachios into their daily diet. Over the last six years, pistachio consumption in India has doubled, driven by a growing awareness of these nuts’ nutritional benefits.”

The campaign is a collaboration between Wonderful Pistachios’ in-house agency, Wonderful Agency, DDB Mudra for creative adaptation and PHD India, part of the Omnicom Media Group, for media execution.

Michael Perdigao, President of The Wonderful Agency, The Wonderful Company’s in-house agency, commented, “The Better Nut campaign inspires us to see that making a healthy snack choice is simple. This new campaign uses clean and impactful visuals that make it easy to understand why pistachios are a smart snack for any time of day.”

Harshada Menon and Siddhesh Khatavkar, Executive Creative Directors, DDB Mudra added, “We are excited to collaborate with California Pistachios on this campaign. Our strategy blends to adapt global brand consistency with local adaptation to resonate with Indian audience. In addition to the striking imagery created by TWC, our 3D installation of a giant pistachio will draw eyeballs to the powerful health benefits of pistachios.”

The campaign will run for three weeks, targeting high-traffic locations across Mumbai, Delhi, and Bengaluru. Select billboard sites in these cities will feature the 3D installations of a giant pistachio to enhance engagement. The print advertisements will appear in a leading newspaper, while a customized Amazon storefront will elevate category visibility, featuring QR codes on creatives to streamline purchasing from leading brands in India offering California pistachios.

Mrs. Neerja Birla Initiative Mpower Strengthens CISF Mental Health, Driving a Significant Decline in Suicide Incidents

Jan 10, 2025  Mumbai, India

Mpower, an initiative of the Aditya Birla Education Trust, has significantly enhanced the mental well-being of the Central Industrial Security Force (CISF), contributing to a remarkable 40% reduction in suicide rates since 2020. This achievement highlights the success of Project Mann by Mpower, a Public-Private Partnership (PPP) that addresses the unique mental health challenges faced by CISF personnel, including prolonged working hours, loneliness, interpersonal issues, financial stress, and high-pressure living conditions.

Through this partnership over the years, Mpower has developed a comprehensive mental health support system tailored for CISF personnel across India. The comprehensive and holistic program includes a 24/7 counselling helpline that has managed over 24,200 calls since 2020, providing immediate, confidential assistance and sustained well-being checks across 70 airports and 51 non-airport units. In addition to the Tele counselling, the team of psychologists have provided one-to-one therapy sessions. The change to seek help started when we conducted awareness across India for CIS personnel. Our efforts have impacted over 2 Lakh personnel.

These sustained efforts have yielded remarkable results, including a significant reduction in suicides among Central Industrial Security Force (CISF) personnel. In 2024, CISF reported a 40% decline in suicides—the lowest since the partnership began. This highlights the tangible impact of Mpower’s mental health interventions in fostering emotional resilience and cultivating a supportive mental health culture within the organization.

A senior CISF official expressed his views, stating, “Mpower’s consistent support and tailored interventions have normalized help-seeking behavior within the CISF, reducing stigma around mental health and creating a healthier, more resilient environment for our personnel. This cultural shift is critical for those entrusted with safeguarding the nation’s critical infrastructure.”

Mrs. Neerja Birla, Founder and Chairperson of Mpower, ABET emphasized the broader implications of this collaboration, saying “Our partnership with CISF demonstrates how public-private partnerships can institutionalize mental health support not only in the workplace but also in high-stress professions like paramilitary services. By integrating mental health as a core component of resilience-building, we can equip personnel to thrive under pressure while fostering emotional strength. The 40% reduction in suicide rates within the CISF highlights the tangible impact of our initiatives by the Mpower team. Working in a collaborative manner has resulted in a customized step-by-step approach to address the mental health of a large community service workforce and creating stigma-free space for mental health conversations for an audience who were hesitant to seek help.”

Looking ahead, Mpower aims to expand its support with family engagement workshops, movement therapy programs, and specialized stress management training for CISF personnel. Mpower is also driving multiple initiatives across India for a large-scale community service workforce to drive acceptance of recognising and seeking help for mental health. This effort reinforces a growing openness in India toward seeking mental health support, mirroring trends in Western nations.