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  • Shura Games unveils ‘Spice Secrets’ in early access

    Shura Games unveils ‘Spice Secrets’ in early access

    Mumbai: Bengaluru-based Shura Games, a proud member of the Krafton India Gaming Incubator (KIGI), has released early access for its debut title, Spice Secrets: A Culinary Adventure. This innovative puzzle game blends interactive storytelling with authentic culinary education, allowing players to solve puzzles, master mini-games, and recreate classic Indian dishes such as dosa, idli, vada, and holige.

    Guided by the charming narrator, Nani, players will uncover hidden culinary secrets while restoring her kitchen. As part of KIGI, the development team received extensive mentorship, refining key aspects of the game, including design, engineering, playtesting, and market strategy. This structured support has ensured a polished, immersive experience for players.

    Spice Secrets: A Culinary Adventure is now available in early access, inviting players to embark on a unique gastronomic journey.

  • Myntra launches Mynshakti to support Women entrepreneurs in e-commerce

    Myntra launches Mynshakti to support Women entrepreneurs in e-commerce

    MUMBAI : As International Women’s day approaches, Myntra has launched ‘Mynshakti’, a dedicated programme aimed at supporting women entrepreneurs in the e-commerce sector. The initiative seeks to equip women-led businesses in fashion, beauty, and home categories with essential resources, mentorship, and operational guidance to help them scale.

    In its pilot phase, ‘Mynshakti’ will onboard around 100 women sellers, offering personalised support for seamless integration into Myntra’s platform. Participants will gain access to training on catalogue optimisation, pricing strategies, and marketing insights, along with expert-led webinars on business growth and platform navigation.

    The initiative builds on Myntra’s ‘Shecommerce’ programme, launched in August 2024, which has already fostered a thriving community of over 6,000 women entrepreneurs. Shecommerce has facilitated industry discussions, mentorship programmes, and career-building opportunities, particularly targeting women in tier two and three cities.

    Myntra chief human resources officer Govindraj MK described ‘Mynshakti’ as a natural extension of these efforts, aimed at fostering financial independence and entrepreneurial growth among women in e-commerce.

    With initiatives like ‘Mynshakti’ and ‘Shecommerce, Myntra continues its focus on bridging gender gaps and creating opportunities for women-led businesses in India’s digital marketplace.

  • JioHotstar to live stream Mahashivratri: The Divine Night

    JioHotstar to live stream Mahashivratri: The Divine Night

    MUMBAI: JioHotstar is accelerating its live event offerings following the success of the Coldplay,  concert stream. On 26 March at 6 pm, the platform will launch ‘Mahashivratri: The Divine Night’ – a first-of-its-kind, multi-format, multi-location live event delivering an immersive experience of the festival.

    Combining storytelling and technology, the platform will make Lord Shiva celebrations accessible to millions of users. Viewers can witness over 20 aartis from all Jyotirlingas in real time across multiple streams.
    JioHotstar has partnered with Isha Foundation to broadcast their rituals and musical performances, including meditations and teachings by Sadhguru. Popular singer-composer Sona Mohapatra will lead performances spanning different genres.

    The event will also feature live meditations from The Art of Living, led by spiritual leader Sri Sri Ravi Shankar, who commented: “Mahashivratri is an occasion to align with the cosmos to connect with the Divinity within.”

    Additionally, viewers can enjoy a special three-hour episode of ‘Devo Ke Dev… Mahadev’ showcasing the union of Lord Shiva and Goddess Parvati.

    Sadhguru added: “Through JioHotstar, this powerful night becomes even more accessible, where technology bridges distances and spirituality unites us all.”

  • JioHotstar SvoD has unmatched local and global content – Ampere Analysis research

    JioHotstar SvoD has unmatched local and global content – Ampere Analysis research

    MUMBAI: Now, it’s got an endorsement from leading research and data anslysis firm Ampere Analysis.  JioHotstar formed through the merger of Disney+ Hotstar and JioCinema, has been given the stamp  of the largest subscription video-on-demand (SVoD) services in the market, boasting over 14,000 movies and TV seasons at launch.

    JioHotstar has a significant advantage in the Indian SVoD market by combining extensive local content with premium Hollywood titles, says the research and data analysis firm in an insight post released on its portal yesterday.   Over 60 per cent of its library consists of locally-produced content, including hit TV shows from Star and Colors TV networks. 

    This aligns with Indian viewers’ strong preference for domestic entertainment, with 62 per cent of surveyed audiences reporting they watch locally-produced movies “very often.” Notable titles in its library include Hanu-Man, the Baahubali films, and reality TV favorite Bigg Boss.

    However, JioHotstar also addresses India’s growing demand for Hollywood movies, a key battleground against Netflix, says Ampere. 

     

    Inda tv shows

    While 41 per cent of surveyed Indian viewers watch Hollywood films “very often,” JioHotstar delivers a vast selection, leveraging Disney’s franchises such as Marvel, Pixar, and Star Wars, alongside exclusive content from Universal (Oppenheimer, Despicable Me 4), Warner Bros. (Harry Potter, The Dark Knight), and Paramount (Mission: Impossible, Transformers). Additionally, the platform offers popular US TV shows from HBO, Showtime, and Nickelodeon.

    Beyond movies and TV, JioHotstar is set to dominate India’s sports streaming space. The platform holds exclusive rights to three of the country’s most-followed sports events: the Indian Premier League (IPL), Premier League soccer, and Wimbledon. 

    Cricket, India’s most popular sport, is a crucial driver for subscriptions—43  per cent of surveyed respondents follow it avidly. The IPL, in particular, was pivotal to Disney+ Hotstar’s previous subscriber growth, and its loss in 2023 led to a significant decline in subscriptions.

    With a well-balanced mix of local productions, Hollywood blockbusters, and top-tier sports content, JioHotstar emerges as a formidable force in India’s competitive SVoD market.

  • India’s Competition Commission Investigates Google’s Real-Money Gaming Policies

    India’s Competition Commission Investigates Google’s Real-Money Gaming Policies

    With the Competition Commission of India (CCI) launching an investigation into Google’s restrictive policies on real-money gaming (RMG) applications, India’s digital gaming industry is witnessing a regulatory showdown. The incident came to light when a leading Indian gaming platform, WinZO, accused Google of discriminatory policies favoring a few gaming apps while excluding others.

    These developments have added to the regulatory challenges Google has faced in India. Earlier, the company was penalized for abusing its dominance in the Android ecosystem by enforcing restrictive policies that favored its own services over competitors.

    . In 2022, the European Commission fined Google €4.34 billion ($5 billion) for favoring its search engine and Play Store ecosystem.

    . In 2021, South Korea’s Fair Trade Commission fined Google $177 million for anti-competitive Play Store policies.

    All About Google’s Gaming App Policy and WinZO’s Complaint

    The controversy traces its roots to 2022 when Google revised its gaming app policy and permitted a few RMG apps, mainly fantasy sports and rummy, on its Play Store. However, WinZO’s app, which offers a wide range of games like carrom, puzzles, and racing, was excluded. As a result, the company argued how Google’s selective acceptance has generated a two-tier system that favors some developers while disapproving others.

    As per the CCI order, “By granting preferential treatment to select app categories, Google effectively creates a two-tier market where some developers are accorded superior access and visibility while others are discriminated against and thus, left with a competitive disadvantage.” The regulator also stated that Google may have violated Sections 4(2)(a)(i), 4(2)(b), and 4(2)(c) of India’s Competition Act and a detailed investigation was required to look through the issue.

    Moreover, WinZO went on to criticize Google for what it calls an “unreasonable and restrictive” approach due to which developers are forced to distribute their apps outside the Play Store through direct downloads via the sideloading method. The company further alleged that when users attempt to make payments, Google begins flagging the platform as risky, thereby warding off potential players. 

    Regulatory and Market Implications

    India’s online gaming industry is at a critical juncture as regulatory uncertainty has clouded its rapid expansion. Despite the Indian government actively working on new regulations introduced in 2023 and 2024, challenges remain.

    . India’s gaming market is projected to grow from $3.7 billion in FY24 to $9.8 billion by FY29, reflecting a 20% CAGR, according to a 1Lattice report.

    The introduction of 28% GST on gaming transactions in 2023 has added further strain to the industry, significantly impacting revenue streams for major gaming firms.

    . Reports indicate that leading gaming companies like Dream11 and MPL have experienced revenue declines of 20-30% in FY24-25, driven by the increased tax burden

    With both taxation and Google’s restrictions in play, many RMG platforms now struggle to scale their operations in India, leading to slower innovation, investor uncertainty, and a shift toward offshore markets. 

    Case Study of Alternative Strategies

    As regulatory and platform restrictions tighten, many emerging gaming platforms are adopting alternative distribution strategies to circumvent Google Play’s limitations. Brands like Parimatch and other web-based new casinos bypass these restrictions by offering direct APK downloads while leveraging influencer marketing on platforms like Telegram and YouTube to engage Indian players effectively.

    Following this approach helps gaming companies to maintain user engagement without relying on Google’s ecosystem. These methods involve distributing APK files directly through their websites, which allows them to avoid Play Store commissions and restrictions on payment processing. Additionally, they can also seek influencer-driven marketing that helps build trust and visibility in a market where digital word-of-mouth plays a crucial role.  
    Another emerging trend is the development of web-based gaming platforms. Here, games run directly in browsers without requiring a Play Store listing, providing a seamless user experience while bypassing App Store policies altogether.

    Next Steps to Watch for in the Investigation

    If the CCI enforces regulatory action against Google, it could reshape India’s digital gaming landscape with fair competition and greater accessibility for gaming platforms. Meanwhile, the industry’s swift adaptation to alternative distribution strategies signals that Indian gaming firms are ready to challenge the status quo-whether through legal battles or innovative market approaches.

    Simultaneously, we see several gaming platforms already adapting to the situation by utilizing alternative distribution models, exploiting influencer networks, and investing in direct user acquisition strategies.

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  • Prime Video & Bombay Film Cartel to premiere Dupahiya on 7 March

    Prime Video & Bombay Film Cartel to premiere Dupahiya on 7 March

    MUMBAI: Prime Video has announced the launch of its latest Indian original series Dupahiya marking the production debut of Bombay Film Cartel, the company announced today. The series will premiere on 7 March 2025 on the platform. 

    The first production venture from Bombay Film Cartel, founded by Shubh Shivdasani and Salona Bains Joshi, it has been scripted by writers Chirag and Avinash, who have developed what Prime Video describes as “a fresh, authentic and rooted story.” 

    The trailer kicks off in the fictional village of Dhadakpur—also known as the Belgium of Bihar – that is on the cusp of celebrating being crime-free for 25 years. But chaos strikes when a never-seen-before motorbike, that was purchased as a wedding gift gets stolen seven days before the ceremony! With the fate of the wedding left hanging, the journey the family and the ex-lover of the bride take to find the Dupahiya forms the heart of this comedy that deals with the hopes and aspirations of simple people.

    Sonam Nair has directed the series. With a perfect blend of humour, chaos, and intrigue, the Original series is brought to life by a highly talented and versatile cast, featuring Gajraj Rao, Renuka Shahane, Bhuvan Arora, Sparsh Shrivastava, Shivani Raghuvanshi, and Yashpal Sharma in the lead roles.

    Prime Video India head of Indian originals Nikhil Madhok emphasised the platform’s commitment to nurturing new talent. 

    “At Prime Video, we are constantly looking to back new voices and talent,” said Madhok. “Shubh and Salona have been incredible partners through this journey, and we are proud that ‘Dupahiya’ is their first production.”
    Madhok praised director Sonam Nair’s execution of the series, describing it as “warm and funny.” 

    The collaboration between Prime Video and Bombay Film Cartel represents the streaming platform’s ongoing strategy to develop original content with emerging production houses and creative talent in India,

  • Substack expands video capabilities amid Tiktok uncertainty

    Substack expands video capabilities amid Tiktok uncertainty

    MUMBAI: The social media landscape is shifting, and Substack is seizing the moment. With Tiktok’s future in the U.S. hanging in the balance, the San Francisco-based startup is doubling down on video, aiming to lure creators looking for new ways to monetise their content. On 20 February, Substack announced that creators can now post video content directly through its app and place videos behind a paywall.

    “There’s going to be a world of people who are much more focused on videos,” said Substack co-founder Hamish McKenzie. “That is a huge world that Substack is only starting to penetrate.”

    One of those creators is Carla Lalli Music, a food content creator and cookbook author, who made a dramatic switch from Youtube to Substack. After posting nearly 200 videos, amassing hundreds of thousands of followers, and generating millions of views, Music quit Youtube. Why? The numbers didn’t add up. She earned almost $200,000 in revenue in just one year on Substack, a stark contrast to the losses she incurred producing videos for Youtube since 2021.

    “If I published four videos a month on Youtube, I’d earn about $4,000, but each video cost $3,500 to make,” Music said. “I was losing $10,000 a month.” Even with brand deals, the earnings barely covered production costs. Now, with her content behind a paywall, she’s focusing on writing another book, posting exclusive recipes, and selectively producing videos for Substack subscribers.

    Founded in 2017, Substack initially served as a newsletter platform where writers could charge readers a monthly subscription fee. The company raised $100 million, with its most recent valuation exceeding $650 million. Today, more than four million paid subscribers and over 50,000 creators generate income on the platform.

    With the uncertain future of Tiktok, Substack is aggressively expanding its offerings. Following Tiktok’s brief removal from Apple and Google’s app stores in January, Substack launched a $20 million fund to attract creators looking for a stable platform.

    “If Tiktok gets banned for political reasons, there’s nothing to do with the work you’ve done, but it really affects your life,” McKenzie said. “The only and surefire guard against that is if you don’t place your audience in the hands of some other volatile system who doesn’t care about what happens to your livelihood.”

    Now, Substack is courting video-first creators from competing platforms, offering them a place to own their audience without algorithms deciding who sees their content. Already, 82 per cent of Substack’s top 250 revenue-generating creators have integrated audio or video into their content.

    Unlike its previous video feature that only allowed clips in Notes-Substack’s front-facing feed—the new update lets creators monetise videos, track viewership, and measure revenue impact.

    For creators burned by unreliable earnings on other platforms, Substack’s paywalled video model offers a sustainable alternative. The company is betting that in a world where direct-to-fan revenue drives more than half of the $290 billion creator economy, the ability to monetise video will make its platform even more attractive.

  • Airtel appoints new director of marketing & connected homes CEO

    Airtel appoints new director of marketing & connected homes CEO

    MUMBAI:  Bharti Airtel has appointed Siddharth Sharma as director of marketing and CEO of connected homes. Sharma, who assumed the dual role in December 2024, brings nearly two decades of experience in the telecommunications and aviation sectors.

    In his role as director of marketing (CMO), he will spearhead customer-led growth strategy, marketing initiatives, product innovation, brand management, and corporate communications across Airtel’s diverse portfolio. His remit encompasses mobile, broadband, TV, enterprise, and digital services for both B2C and B2B segments.

    Simultaneously, as CEO of connected homes, Sharma will lead what is currently the fastest-growing category in the telecom sector, with full profit and loss accountability. He will oversee strategy development and execution, operational excellence, and innovation to scale the business, whilst managing cross-functional teams across technology, product, and go-to-market initiatives.

    Prior to his current appointment, Sharma served as CEO of Airtel’s DTH Business from October 2023 to December 2024, where he led Airtel Digital TV with full P&L responsibility. He previously held the position of chief marketing officer at Airtel from November 2022 to October 2023.

    His  international experience includes a three-year stint at Singtel in Singapore, where he served as head of mobile marketing & analytics from 2016 to 2019. During his tenure, he managed a P&L exceeding £1.2 billion and led a team of over 75 professionals, including nine directors.

    His achievements at Singtel included launching GOMO, a digital-only brand, and establishing a world-class data and intelligence practice.

    His career history also includes various leadership positions at Airtel between 2008 and 2016, including senior vice president of marketing and head of post-paid Business. Sharma began his career in the aviation sector with Jet Airways, before moving to BPL Mobile, where he served as manager of corporate sales.

    The appointment comes as Airtel continues to strengthen its position in the rapidly evolving telecommunications market, with a particular focus on connected homes and digital services. Industry analysts view this dual appointment as a strategic move to integrate marketing excellence with operational leadership in one of the company’s fastest-growing segments.

  • Netflix India appoints Aneesha Mukhopadhaya as consumer insights lead

    Netflix India appoints Aneesha Mukhopadhaya as consumer insights lead

    MUMBAI: Aneesha Mukhopadhaya has joined Netflix India as consumer insights lead in Mumbai. She moves from Amazon, where she served as research and insights lead for Prime Video for nearly three years.

    Prior to Amazon, Mukhopadhaya spent over eight years at Unilever in various roles, most recently as global homecare lead for CMI Hive. She previously worked with Kantar as insights director at IMRB International.

    A consumer insight specialist with over 15 years’ experience, Mukhopadhaya brings expertise in research, analytics and brand strategy across FMCG and entertainment sectors.

     

  • Airtel and Apple join hands to offer exclusive TV+ and Music perks

    Airtel and Apple join hands to offer exclusive TV+ and Music perks

    MUMBAI: Bharti Airtel has locked in an exclusive partnership with Apple, making Apple TV+ and Apple Music available for its home wifi and postpaid customers. The deal unlocks premium entertainment benefits for Airtel users, giving them access to Apple’s acclaimed content across multiple platforms.

    Airtel’s new offer ensures that home wifi users on plans starting at Rs 999 can enjoy Apple TV+, streaming on multiple devices without restrictions. Meanwhile, postpaid customers on plans above Rs 999 gain access to Apple TV+ and six months of free Apple Music—a major win for music and entertainment lovers.

    Bharti Airtel CMO & CEO – connected homes Siddharth Sharma highlighted the significance of this collaboration, “We are excited to join hands with Apple and bring their premium video and music content exclusively to Airtel users. This partnership is a game-changer, offering millions of our home wifi and Postpaid customers access to Apple’s world-class entertainment catalogue. We believe this will redefine how our customers consume content.”

    Apple India director – content and services Shalini Poddar echoed this enthusiasm, “Partnering with Airtel allows us to expand access to Apple TV+ and Apple Music to millions of users. Our goal is to make award-winning stories, music, and entertainment accessible to all, and this collaboration takes us one step closer to that vision.”

    Airtel subscribers can now binge on Apple TV+ originals, including hits like Ted Lasso, Severance, The Morning Show, Slow Horses, Silo, Shrinking, and Disclaimer. Upcoming releases such as Wolfs and The Gorge will also be available. Meanwhile, Apple Music users will experience an ad-free music catalogue, featuring expertly curated playlists, live artist interviews, and exclusive features like spatial audio and Apple Music sing.

    Airtel’s home wifi plans (Rs 999, Rs 1,099, Rs 1,599, and Rs 3,999) offer not just Apple TV+, but also streaming perks across platforms like Amazon Prime, Netflix, Zee5, and JioHotstar. The blazing-fast speeds of up to 1 gbps ensure an uninterrupted viewing and listening experience.

    Postpaid users on Rs 999, Rs 1,199, Rs 1,399, and Rs 1,749 plans can enjoy increasing data limits, multiple SIM add-ons, and access to a bundle of 20+ OTT services along with Apple TV+ and Apple Music.

    With Apple TV+ and Apple Music now exclusively bundled with Airtel, the telecom giant has upped the ante in India’s digital entertainment space. As content consumption continues to surge, Airtel is ensuring its users are at the forefront of the streaming revolution.