5, Aug 2024
ISACA Research: Amidst Uncertainty Around AI, 23 Percent Say Their Organization Is Considering Increasing AI Jobs
Bangalore, India (5th August 2024)—Sixty percent of respondents to ISACA’s recent 2024 AI Pulse Poll believe AI will have a positive impact on audit/assurance in the next year—the highest number compared to other domains like risk, compliance, security, IT strategy/governance, and privacy. With AI holding significant potential for the IT audit profession, ISACA has launched an introductory course to AI for auditors, alongside other new online, self-paced AI courses on ethics and machine learning for business enablement, as part of its expanding AI education offerings.
The research also revealed some uncertainties around AI. Thirty-nine percent of respondents believe that AI will have a negative impact on privacy as a professional domain in the next year. Additionally, 20 percent of respondents indicate they are not at all confident in their ability to detect AI-powered misinformation; the same percent echoed this lack of confidence in their organizations’ abilities. When asked who is responsible for or oversees the usage of AI within their organization, one in five say they are not sure.
However, with 23 percent of respondents saying their organization is considering increasing those AI jobs and 5 percent saying they will need AI training within two years to help them retain their roles or advance their careers, education and training will be essential for professionals to keep pace.
The new courses, which can be accessed through ISACA’s online portal at the learner’s convenience and offer CPE, include:
• Introduction to AI for Auditors—Instills essential AI concepts relevant to auditing, delving into specific AI techniques, AI-powered tools and systems, and ethical considerations as they relate to audit.
• Ethical Perspectives in AI: Implications, Principles, and Social Dynamic: Examines the ethical consequences associated with AI use, the ethical principles that should be considered in the development and adoption of AI, and the impacts AI could have on society.
• Machine Learning for Business Enablement—Explores how to effectively evaluate machine learning solutions, better assess risk, and aid responsible adoption, preparing professionals to better support enterprise adoption and use.
“As AI continues to impact professions across many fields in a rapid and unprecedented way, those from auditors and cybersecurity managers, to risk analysts and privacy professionals will need to understand the technology, as well as its applications and impact as it pertains to their work,” said Shannon Donahue, ISACA Chief Content and Publishing Officer. “Digital trust professionals at all career stages should explore the range of tools at their disposal to stay informed and relevant when it comes to emerging technologies, to both expand their knowledge and futureproof their careers.”
These follow the recent launches of additional courses AI Essentials, Auditing Generative AI: Strategy, Analysis and Risk Mitigation, and AI Governance: Principles, Strategies and Business Alignment.
They join additional AI-focused resources from ISACA, including:
• Artificial Intelligence: A Primer on Machine Learning, Deep Learning, and Neural Networks
• Artificial Intelligence Audit Toolkit
• Using the Digital Trust Ecosystem Framework to Achieve Trustworthy AI
• An AI acceptable use policy template (one of 15 IS/IT policies available in ISACA’s Policy Template Library)
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- By Rabindra
5, Aug 2024
AWS can help Indian organisations reduce carbon emissions of AI workloads
INDIA – August 5, 2024 – A new study commissioned by Amazon Web Services (AWS) and completed by Accenture shows that an effective way to minimise the environmental footprint of leveraging Artificial Intelligence (AI) is by moving IT workloads from on-premises infrastructure to AWS cloud data centres in India and around the globe. Accenture estimates that AWS’s global infrastructure is up to 4.1 times more efficient than on-premises. For Indian organisations, the total potential carbon reduction opportunity for AI workloads optimised on AWS is up to 99% compared to on-premises data centres.
The research states that simply utilizing AWS data centres for compute-heavy, or AI, workloads in India yields a 98% reduction in carbon emissions compared to on-premises data centres. This is credited to AWS’s utilisation of more efficient hardware (32%), improvements in power and cooling efficiency (35%), and additional carbon-free energy procurement (31%). Further optimising on AWS by leveraging purpose-built silicon can increase the total carbon reduction potential of AI workloads to up to 99% for Indian organisations that migrate to and optimise on AWS.
“Considering 85% of global IT spend by organisations remains on-premises, a carbon reduction of up to 99% for AI workloads optimised on AWS in India is a meaningful sustainability opportunity for Indian organisations,” said Jenna Leiner, Head of Environment Social Governance (ESG) and External Engagement, AWS Global. “As India accelerates towards its US$1 trillion-dollar digital opportunity and encourages investments into digital infrastructure, sustainability innovations and minimising IT related carbon emissions will be critical in also helping India meet its net-zero emissions by 2070 goal. This is particularly important given the rising adoption of AI. AWS is constantly innovating for sustainability across our data centres —optimising our data centre design, investing in purpose-built chips, and innovating with new cooling technologies – so that we continuously increase energy efficiency to serve customer compute demands.”
“This research shows that AWS’s focus on hardware and cooling efficiency, carbon-free energy, purpose-built silicon, and optimized storage can help organizations reduce the carbon footprint of AI and machine learning workloads,” said Sanjay Podder, global lead for Technology Sustainability Innovation at Accenture. “As the demand for AI continues to grow, sustainability through technology can play a crucial role in helping businesses meet environmental goals while driving innovation.”
Sustainable chip technology innovation – purpose-built silicon
One of the most visible ways AWS is innovating for energy efficiency is through the company’s investment in AWS chips. Launched in 2018, the custom AWS-engineered general purpose processor, Graviton, was the first-of-its-kind to be deployed at scale by a major cloud provider. The latest Graviton4 offers four times the performance of Graviton, and while Graviton3 uses 60% less energy for the same performance as comparable Amazon EC2 instances (where the compute happens in a data centre), Graviton4 is even more energy efficient.
AWS customers are also benefiting from the carbon reduction potential of Graviton. Paytm, India’s leading payments and financial services distribution platform, witnessed a reduction in workload carbon intensity by adopting Graviton processors, reporting up to 47% estimated decrease in carbon emissions per transaction. Similarly, IBS Software, a leading SaaS solutions provider to the global travel industry, reported that other than improving performance and reducing cost by adopting Graviton processors, the company saw a 40% reduction in carbon emissions per instance hour.
Running generative AI applications in a more sustainable way requires innovation at the silicon level with energy efficient hardware. To optimise performance and energy consumption, AWS developed purpose-built silicon like the AWS Trainium chip and AWS Inferentia chip to achieve significantly higher throughput than comparable accelerated compute instances. AWS Trainium cuts the time taken to train generative AI models—in some cases from months to hours. This means building new models requires less money and power, with energy-consumption reductions of almost one third/up to 29%. AWS Inferentia is AWS’s most power-efficient machine learning inference chip. AWS Inferentia2 machine learning accelerator delivers up to 50% higher performance per watt and can reduce costs by up to 40% against comparable instances. These purpose-built accelerators enable AWS to efficiently execute AI models at scale. This translates to a reduced infrastructure footprint for similar workloads, resulting in enhanced performance per watt of power consumption.
Improving energy efficiency across AWS infrastructure
Through innovations in engineering—from electrical distribution to cooling techniques, AWS’s infrastructure is able to operate closer to peak energy efficiency. AWS optimises resource utilisation to minimise idle capacity, and continuously improves the efficiency of its infrastructure. For example, AWS removed the large central Uninterruptible Power Supply (UPS) from its data centre design to instead use small battery packs and custom power supplies that AWS integrates into every rack, which has improved power efficiency and has further increased availability. Every time power is converted from one voltage to another, or from AC to DC and vice versa, some power is lost in the process. By eliminating the central UPS, AWS are able to reduce these conversions. Additionally, AWS have optimised rack power supplies to reduce energy loss in that final conversion. Combined, these changes reduce energy conversion loss by about 35%.
After powering AWS’s server equipment, cooling is one of the largest sources of energy use in AWS data centres. To increase efficiency, AWS uses different cooling techniques, including free air cooling depending on the location and time of year, as well as real-time data to adapt to weather conditions. Implementing these innovative cooling strategies is more challenging on a smaller scale at a typical on-premises data centre. AWS’s latest data centre design seamlessly integrates optimised air-cooling solutions alongside liquid cooling capabilities for the most powerful AI chipsets, like the NVIDIA Grace Blackwell Superchips. This flexible, multimodal cooling design allows AWS to extract maximum performance and efficiency whether running traditional workloads or AI models.
According to the study, AWS’s additional carbon-free energy procurement in India contributes 31% in carbon emissions reduction for compute-heavy workloads and 44% for storage-heavy workloads. Aligning with Amazon’s commitment to achieving net-zero carbon emissions across all operations by 2040, AWS is rapidly transitioning its global infrastructure to match electricity use with 100% carbon-free energy.
5, Aug 2024
CFBP Holistic Health Summit 2.0 to Redefine Global Holistic Health & Wellness
Mumbai, India – August 5, 2024 – In line with the vision to empower holistic health and wellness, Mr. Swapnil Kothari President CFBP, & Dr. Mickey Mehta Chairman – Wellness Committee CFBP, are delighted to present CFBP Holistic Health Summit 2.0, a landmark event that promises to redefine holistic health globally!
CFBP was the brainchild of leading industrialists like Mr. J.R.D Tata, Mr. Ram Krishna Bajaj, Mr. S.P Godrej and many such industry stalwarts.
This date is particularly even more special as it marks the 44th career anniversary of Dr. Mickey Mehta, celebrating his incredible contributions as the pioneer of the holistic health and wellness industry.
Under the patronage of CFBP, this landmark event will take place on August 10, 2024, at the Taj Lands End, Bandra, Mumbai, gathering the brightest minds in the health and wellness sector. More than 30 prominent speakers, including Padma Shri awardee Dr. Mukesh Batra, Padma Bhushan awardees Dr. Hemant P. Thacker and Dr. Ashwin B. Mehta, will share insights on the multi-dimensions of health – physical, mental, and spiritual well-being.
According to Dr. Mickey Mehta, Chairman of the Wellness Committee at CFBP :
“Health is not just the absence of disease; it is a state of complete physical, mental, and social well-being. This summit is an opportunity to embrace this holistic approach and inspire transformation.”Mr. Swapnil Kothari, President of CFBP , adds:
“The summit is not just another conference; it is a celebration of wellness aimed at inspiring individuals and communities towards healthier lifestyles.”
The summit will also feature an elite expo showcasing various quality products and services related to holistic health.
Captains of the industry who are set to grace the event include – Padma Shri awardee Dr. Mukesh Batra – Founder of Batra’s group of companies, a chain of homeopathy clinics in 6 countries and an FMCG brand, Padma Bhushan awardee Dr. Hemant P. Thacker – M.D., M.R.S.H., F.A.C.P., F.A.C.E., F.I.S.H. F.R.C.P. Consultant Physician & Cardio-Metabolic Specialist, Padma Bhushan awardee Dr. Ashwin B. Mehta – Director Cardiology, Jaslok Hospital, Maa Dr. Hansaji Yogendra – Director, The Yoga Institute, Vivek B Singh – Joint Managing Director, Procam International, Mr. Subodh Dixit – CEO, Kaivalyadhama, Mr. Kumaar Bagrodia – Founder, Nero Leap, Mr. Anand Narasimhan – Managing Editor, CNN News 18, Swami Nityanand Charan Das, Dr. Shreyans Daga, with grand finale graced by Mrs. Yasmin Karachiwala – The Diva of the Fitness Industry.
This event is powered by Dr. Sameera Gupta and Curated by Mrs. Leena Gupta. The curator of the event will be there to take care of all the guests. Towards the end, healthy hampers will be given away to heal your life.
5, Aug 2024
Robotics Workforce to Skyrocket by 2032-Huge Demand for STEM and Robotics Master’s
The robotics industry is undergoing a transformative revolution, and qualified professionals are in high demand. Robotics is a dynamic field that combines engineering, computer science, mathematics, and design technology.
By studying for a master’s degree in robotics abroad, you will gain a deep understanding of robotics principles, from design and development to programming and control. This comprehensive knowledge empowers you to pursue a fulfilling career as a robotics engineer, design engineer, data scientist, machine learning engineer, algorithm engineer, and more. These exciting roles offer a competitive average salary of around $93,000 annually, allowing you to turn your passion into a rewarding profession.

Those who wish to pursue their master’s in the robotics field can make their way to their desired course by getting funding from Prodigy Finance. The company is making it easy to pursue the master’s program in robotics by providing international student loans.
Sonal Kapoor, Chief Financial Officer at Prodigy Finance, said, “According to recent projections, STEM occupations are expected to grow 10.8% by 2032. This projects a growing demand for skilled professionals in related fields. Prodigy Finance has expanded its offerings to include more STEM programs, including robotics. A master’s degree in robotics positions you at the forefront of this dynamic field, equipping you with the skills and knowledge to thrive in a rapidly evolving landscape.”
Some popular programs in Robotics are Master of Science (MS) and Master of Engineering (M.Eng). To find the best course, you must dive into the course content and curriculum to understand if the program aligns with your expectations and career plans. The duration may range between 1 and 2 years, depending on the university and specialisation.
Whether you wish to study in the USA, UK, Germany, Canada, or many other supported countries, Prodigy Finance can help you finance your Master’s in Robotics program at supported international universities. You can commence your journey of learning robotics with the privilege of learning from many esteemed institutions like the University of Pennsylvania, Northeastern University, Arizona State University, Bournemouth University, and many other prestigious names.
Studying a Master’s in Robotics abroad can be a transformative experience, opening doors to a world of opportunities. With Prodigy Finance’s support, you can focus on your academic and personal growth, knowing that your finances are in order. You do not require any collateral or co-signer to get an education loan from the company. Also, they offer a simplified online loan application process, making it more accessible.
5, Aug 2024
Concert for Bimal De (Biju Da) Featuring Fakira
Fakira band of Bengal is coming together for a heartfelt tribute to Bimal De, affectionately known as Biju Da, whose sudden demise has left his family and the entire music community in shock. Biju Da, a revered sound engineer, balanced the sounds of all famous artists from Bengal over the last two decades and was the key sound engineer for the renowned band Fakira for the past ten years.

Event: Biju da r Jonno Ekok Fakira
Venue: Uttam Mancha
Date: 8th August, Thursday
Time: 5:30 pm onwards
The fundraising concert will feature a three-hour performance by Fakira, showcasing both unplugged and plugged contemporary folk arrangements. This event aims to support the bereaved family of Biju Da, with the entire collected fund from ticket sales being donated to them.
Biju Da was not just a sound engineer but a cherished family member and a well-known face in the Bengal music industry. His contributions have shaped the sound of numerous artists, leaving an indelible mark on the music scene.
Guest:
• Anupam Roy
• Shilajit
• Lopamudra
• Rupam Islam
• And other popular musicians
These esteemed artists will join Fakira on stage to celebrate the life and legacy of Biju Da, ensuring an evening filled with soul-stirring music and heartfelt tributes.
5, Aug 2024
I haven’t watched Gully Boy even once, reveals Siddhant Chaturvedi on ‘In the Ring with Filmfare’
Tune in to an unfiltered and heartfelt conversation with the charismatic and talented Siddhant Chaturvedi on the latest episode of In the Ring with Filmfare, now streaming on Filmfare’s YouTube channel. Hosted by Jitesh Pillai, the Editor-in-Chief of Filmfare, this insightful talk show delves beneath the surface of the lives and careers of the brightest stars from the film industry and OTT world, all before a live audience that adds to the unique and immersive experience.

In this episode, Siddhant Chaturvedi shares his remarkable journey from leaving a promising career in Chartered Accountancy to making a name in the acting world. He also discusses his breakthrough role in Gully Boy, his on-screen romance with Deepika Padukone in Gehraiyaan, and his preparation for Kho Gaye Hum Kahan. Additionally, Siddhant opens up about his father’s rock-solid support of his dreams, which has been instrumental in his success. The conversation further takes an intriguing turn as he candidly discusses ‘Red Flags’ in relationships and reveals his first love story at the age of 19.
Reflecting on facing rejections almost every day before his breakthrough in Gully Boy, Siddhant Chaturvedi shares, “The hardest time of my life was before I made it as an actor. Despite having a secure career as a Chartered Accountant, facing rejections every day for 5 to 6 years took a toll on my mental health. But I was more than happy when I eventually made it.”
However, Siddhant credits his father’s love for cinema and his support for his dreams for his acting career. He says, “I’m here because of my father’s love for films. He is the one who has always encouraged me to follow my dreams. He was fully aware of the risks associated with it, but he kept using CA as a blanket to protect the entire family from the shame of even talking about our dreams out loud because we could have been outcasted from the community. “
He further speaks about taking on the role of MC Sher in Gully Boy, which catapulted him to overnight fame. Siddhant recalls, “When I first read the script, I fell in love with the character. There was something about MC Sher that compelled me to bring his character to life on screen. As a matter of fact, I wasn’t a part of Gully Boy’s promotions; didn’t even attend the film’s premiere at the Berlin International Film Festival. I still remember, before attending one of Gully Boy’s screenings, Alia told me, ‘Your life is going to change. You know that, right?’ And it was such a surreal moment for me. As soon as I exited the theatre, I was immediately thronged by a wave of journalists. Amidst all of that, Ranveer looked at me and gushed, “Chote… Star Hai, Star Hai Ladka!” That experience was something else!”
He adds, “My dad has watched the film 25 times in different theatres. Surprisingly, I haven’t watched Gully Boy even once. I couldn’t watch it because every time I attempted to, my focus would shift to my parents’ reaction, and that’s what truly mattered to me. Siddhant then jokes, “I only watch my bad films. I enjoy watching the films that didn’t work either. I watched Phone Bhoot, and I loved it.”
Talking about his friendships with peers from the industry, Siddhant shares, “I have more director friends in the industry, but Adarsh Gourav is an exception.He is a wonderful guy; I had a great time working with him (in Kho Gaye Hum Kahan). Besides Adarsh, Ishaan (Khatter) and I have a good equation. He was the one who broke the title of my upcoming film, Dhadak 2, to me. Ananya (Panday) and I, too, have a solid relationship.
Siddhant also got candid about romancing Deepika Padukone in Gehraiyaan, saying, “I was bad during my first intimacy workshop with Deepika Padukone. It was a tricky situation because I not only had to initiate a conversation with Deepika but also had to prove that I could get intimate with her. But when I’d almost given up on the part, my dad motivated me to take on the role.”
5, Aug 2024
Campus Beats Reboot to Premiere Exclusively on Amazon miniTV and Multiple Platforms
Mumbai, 05 August 2024: In a special Friendship Day treat for fans, Amazon miniTV, Amazon’s free video streaming service, announces the return of the beloved series Campus Beats for a brand-new installment, titled Campus Beats Reboot! Timed perfectly to celebrate the spirit of friendship, this announcement comes as a delightful surprise to fans, following the resounding success of the first three seasons. Produced by Banijay Asia and co-powered by Aqualogica, this reboot is set to dazzle audiences with a blend of intense drama, romance, and breath-taking dance sequences. Featuring Shantanu Maheshwari and Shruti Sinha, along with new campus entrants Manasvi Vashisth and Deepankana Das, the reboot promises a season packed with the same passion and madness as it stands for!

The streaming service sparked excitement among audiences by revealing the exhilarating news with a special social media post on Friendship Day, featuring the dynamic duo of Shantanu and Shruti in a high energy dance reel. Campus Beats Reboot will continue to follow the MAD dance group as they navigate the aftermath of the rift between Ishaan and Netra.
Shantanu Maheshwari, on reprising the role as Ishaan, shared his excitement, “I am absolutely grateful to bring Ishaan’s character to life in Campus Beats Reboot. The love and response from audiences for the past three seasons has been truly heartwarming, and it’s a joy to return to such a widely loved and cherished show. Announcing this on Friendship Day makes it even more special, as the show beautifully captures the essence of friendship and connection. The upcoming season will take the excitement to a new level, with more intense drama, romance, and sensational dance face-offs. Honestly, I can’t wait for our fans to witness the next chapter of Campus Beats.”
Building on the outstanding success of its previous seasons, Campus Beats Reboot is poised to capture the hearts of viewers, once again. Stay tuned for more updates on the brand-new season of Campus Beats on Amazon miniTV, available within Amazon’s shopping app, on Prime Video, Fire TV, Smart TVs, and Play Store.
5, Aug 2024
PDxRL Launches First MDR-TB Genome Project in West Bengal with Government Support
Kolkata,5th August 2024: In a significant advancement for healthcare and tuberculosis (TB) management in India, PDx Research Labs (PDxRL) launched the project to create the MDR-TB map of West Bengal, supported by the Government of West Bengal in a Symposium on the Democratization of Multi-Omics, in an event on 3rd August in Kolkata. This initiative, supported by a CSR project of the State Bank of India (SBI) aims to curb the spread of multidrug-resistant tuberculosis (MDR-TB) among patients from economically disadvantaged backgrounds across West Bengal.

The event was graced by eminent Guests of Honour, namely Prof. (Dr.) Partha Pratim, Majumder, National Science Chair, Science and Engineering Board; Dr. Jagadish Mahanta, Distinguished Scientist Chair, ICMR; Dr. U D Gupta, Former Director and Scientist, ICMR; Dr. Viswanathan Mohan, Padmashree, President & Chief of Diabetes Research , Madras Diabetes Research Foundation (Virtually); Sunil Kumar Singh, General Manager, State Bank of India (SBI); Ajeya Bandhopadhyay, Development Advisor & Investor, currently associated with International Finance Corporation, World Bank along with Abhijnan Basu, Chief Operating Officer, PDxRL; and Dr. Suman Kalyan Paine, Chief Scientific Officer, PDxRL.
The MDR-TB project targets saving mass lives by developing India’s first interactive MDR-TB map, categorized by demography and geography. By screening through genome sequencing of TB patients for multi-drug resistance at the point of care (POC) at no cost, the project aims to control TB through early diagnosis and intervention supported by State Bank of India with Feel Green, an NGO coordinating the project. This initiative supports India’s goal of eliminating TB by 2025 by addressing drug resistance challenges directly.
This revolutionary idea of medical research and diagnostics is mooted by eastern India’s first integrated lifescience research company, PDxRL with its state-of-the-art facility offering comprehensive life science research services in molecular biology, genomics, computational biology, biochemistry, hematology, serology, immunology, microbiology, histopathology, and animal experimentation.
Speaking on this occasion, Dr. Suman Kalyan Paine, Chief Scientific Officer, PDxRL, said, ” The current limitations in TB management and TB related mortality delayed diagnosis due to infrastructural constraints and long turnaround times (TAT) for laboratory confirmation, necessitate innovative solutions through genome sequencing of TB bacteria. This tool will assist to formulate the development of medical therapeutic guidelines by government and medical bodies for West Bengal. The pilot project in West Bengal aims to screen the individuals of the socio-economically disadvantaged population. This will aid that even the most vulnerable patients receive timely and effective treatment, thereby preventing the community transmission of MDR-TB.”
On this occasion, Abhijnan Basu, Chief Operating Officer, PDxRL, said, “TB remains a formidable public health challenge in India, accounting for 24% of all global TB cases and 34% of all TB deaths. With an incidence rate of 192 cases per 100,000 population, India faces the highest burden of TB worldwide, with two deaths occurring every three minutes due to the disease. We at PDxRL provide a one-stop solution for life science research services, be it for new drug development, translational or pure science research, or new-age diagnostics and therapeutics. Through our comprehensive approach, we aim to support advancements in TB management and ultimately contribute to reducing the disease burden in India.”
Ravi Todi, Industrialist added, “Being part of the initiative, I am honoured to witness this significant milestone in our collective fight against TB. He also assured this is the beginning and we will put our strive to do wider and more such activities in the field of healthcare for the public at large.”
Satyendra K. Singh, CGM, SBI also extended his best wishes for the project’s success, benefiting economically disadvantaged individuals across West Bengal.
5, Aug 2024
Lifelong Marks World Breastfeeding Week 2024 with ‘Close the Gap’ Campaign
New Delhi August 5, 2024… In celebration of World Breastfeeding Week 2024, Lifelong proudly supports this year’s theme, “Closing the Gap: Breastfeeding Support for All.” This theme highlights the critical need to address and overcome the disparities and barriers that prevent mothers and babies from successfully breastfeeding, ensuring every mother has the support she needs to provide her baby with the best start in life.
Breastfeeding is widely recognized for its unparalleled health benefits for both mothers and babies. However, many mothers face significant challenges in initiating and continuing breastfeeding. Lifelong is committed to closing these gaps through comprehensive support and innovative solutions.

Access to accurate, evidence-based information and education is fundamental. All parents, regardless of their background or socioeconomic status, should receive the knowledge they need to make informed decisions about breastfeeding. Lifelong is dedicated to promoting awareness and busting myths around breastfeeding practices, including the safe and effective use of breast pumps.
Healthcare support plays a crucial role in breastfeeding success. Improving training for healthcare providers and lactation consultants ensures that mothers receive consistent, supportive guidance. Making lactation support services accessible and affordable for everyone is essential to overcoming the barriers many mothers face.
Workplace policies that support breastfeeding mothers are vital. Paid maternity leave, flexible working hours, and access to clean, private spaces for pumping milk enable mothers to continue breastfeeding after returning to work. Lifelong advocates for these policies to create a more supportive environment for breastfeeding mothers.
Community and family support are equally important. Strengthening community networks that provide peer support and resources, and encouraging family members to actively support breastfeeding mothers, can significantly impact breastfeeding success. Challenging societal norms and stigmas that discourage breastfeeding, especially in public or for extended periods, promotes cultural acceptance and normalization of breastfeeding.
Economic disparities can hinder breastfeeding efforts, with costs of breastfeeding supplies and lack of paid leave being significant barriers. Reducing these economic barriers is crucial to ensuring all mothers have the resources they need to breastfeed successfully.
In alignment with this year’s theme, Lifelong introduces the Lifelong wearable breast pump, a groundbreaking advancement in breastfeeding technology designed for the modern, active mother. Bharat Kalia, Co-Founder, Lifelong Online Retail Pvt. Ltd. Said, “The Lifelong wearable breast pump offers unmatched convenience and discretion, making it an indispensable tool for mothers with busy lifestyles. Its hands-free electric operation, rechargeable battery, and BPA-free materials ensure both safety and hygiene. With three modes and ten adjustable levels, it provides a customizable pumping experience to suit individual preferences. The user-friendly design of the Lifelong wearable breast pump guarantees efficiency, aiding both working and stay-at-home mothers in seamlessly managing their daily routines while ensuring their babies receive optimal nutrition. Moreover, the advanced features of our breast pump enhance the bonding experience between mother and child, fostering a closer connection.”
Abhishek Agarwal, Category Manager, lifelong Online Retail Pvt. Ltd. said, ” The Lifelong Wearable Breast Pump is a one-stop solution for working mothers. It not only extracts milk efficiently but also includes a massaging function that ensures a painless and comfortable milk extraction experience. Designed to be hands-free, it allows mothers to multitask and use the pump on the go, making it incredibly convenient for their busy lifestyles. This innovative design supports mothers in maintaining their breastfeeding routine without compromising their work or daily activities.”
Recent studies show that breast pumps are becoming increasingly popular among breastfeeding mothers, with the global breast pump market expected to reach USD 1.95 billion by 2026, growing at a CAGR of 6.8% from 2019 to 2026. This rise is attributed to the increasing awareness of breastfeeding benefits and the growing number of working mothers.
Priced competitively, the Lifelong wearable breast pump is available on Amazon, providing mothers with convenient access to this top-quality breastfeeding solution. Embrace the future of breastfeeding with the Lifelong wearable breast pump, where convenience meets care for both mother and child.
5, Aug 2024
Groundbreaking Research Unveils Dielectric Elastomer-Based Variable Focal Length Reflector
Roorkee, India – 05 August 2024 – The Indian Institute of Technology Roorkee (IIT Roorkee) proudly announces the groundbreaking achievements of its alumnus Kartik Kashyap and his research colleagues, under the mentorship of Prof. Manish Joglekar, an Associate Professor in the Department of Mechanical and Industrial Engineering. Their innovative work has led to the development of a Dielectric Elastomer-Based Variable Focal Length Reflector, a unique technology revolutionizing the field of adaptive optics.

Kartik Kashyap, who is currently working with the US Air Force Research Laboratory and Ford Motor Company as a PhD student at Ohio State University, has spearheaded this cutting-edge research while being at IIT Roorkee. The research findings are reported in Smart Materials and Structures, a journal of high repute in the area of smart transaction technology. The work has also been granted an Indian patent, showcasing IIT Roorkee’s commitment to fostering innovation and excellence in scientific research.
The Dielectric Elastomer-Based Variable Focal Length Reflector represents a significant advancement in soft adaptive optics. The innovative device demonstrates remarkable structural resilience, allowing for efficient management of applied pressure in both concave and convex reflector configurations. Moreover, its dynamic control over curvature through the adjustment of electric potential enables precise tuning of the focal length, making it ideal for applications requiring dynamic focusing or beam manipulation in optical systems.
A notable aspect of this research lies in the fabrication of the reflective membrane by sputter-depositing silver metal onto the dielectric membrane. This method offers enhanced control and precision in shaping the reflective surface. Prof. Ramesh Chandra at the Institute Instrumentation Center, IIT Roorkee, provided invaluable support in this collaborative research.
Several innovative technologies related to soft minimum energy structures, biomimetic flapping wings, and control surfaces have been investigated and tested successfully at the Active Materials and Ultrasonics Laboratory, led by Prof. Manish Joglekar. The research on variable focal length curvature was financially supported by the Science and Engineering Research Board, Government of India. The other team members involved in this research include Dr. Nitesh Arora, Dr. Ajay Kumar, Dr. Pramod Kumar, Mr. Chinmay Jivani, Mr. Yamnesh Agrawal, and Prof. Atul Sharma (IITJ); all alumni of the Institute and the laboratory.
“At IIT Roorkee, we are committed to fostering a culture of innovation and excellence. The groundbreaking research led by Kartik Kashyap and his team on the Dielectric Elastomer-Based Variable Focal Length Reflector exemplifies our dedication to pushing the boundaries of scientific knowledge. This revolutionary advancement in adaptive optics not only showcases the ingenuity of our researchers but also highlights the collaborative spirit and cutting-edge capabilities of our institution. We are proud of their achievements and confident that their work will have a lasting impact on the field of optics and beyond.” said, Prof. K.K. Pant, Director, IIT Roorkee.
The innovative breakthrough achieved by Kartik Kashyap and the team exemplifies IIT Roorkee’s commitment to pushing the boundaries of scientific knowledge and its impact on society. The institution takes pride in nurturing talent, fostering a culture of innovation, and shaping the future of technology.