Category: MAM

  • Birlas and Galeries Lafayette dazzle Mumbai night

    Birlas and Galeries Lafayette dazzle Mumbai night

    MUMBAI: When Paris met Mumbai, it wasn’t on a runway but at a rooftop under the stars. The Birla family, Kumar Mangalam Birla, Neerja Birla, Ananya Birla, and Aryaman Birla, hosted a glittering private soirée with Galeries Lafayette, turning an ordinary evening into a masterclass in culture, couture, and conversation.

    The night unfolded like a love letter to Parisian charm with a Mumbai heartbeat. Guests journeyed floor by floor through immersive spaces, each telling a different story of elegance.

    At La Beauté on the lower ground, beauty and wine mingled to the sound of a live cello. The Ground Floor’s La Coupole shimmered with over 800 designer bags, champagne bubbles, and decadent desserts, indulgence at its most refined. On the first floor, L’Atelier transformed into an art-meets-fashion haven, while L’Édition Femme on the second floor glowed with violin notes, couture, and champagne.

    Style took a suave turn at L’Édition Homme, where whiskey flowed and a live saxophone serenaded guests amid sharp tailoring and timeless sophistication. The energy rose at Flip Side, a denim-fuelled floor pulsing with tequila, laughter, and live guitar, proving that luxury can let its hair down too.

    The evening reached its crescendo at Turner Terrace, the rooftop finale. A breathtaking cross-cultural symphony united harpist Victor Espinola, sitar maestro Purbayan Chatterjee, Japanese violinist Suyaka Kurokichi, percussionist Satyajit Talwalkar, and drummer Shikhar Naad, a harmony of East and West under the night sky.

    The 130-year-old French maison provided the perfect backdrop for a guest list that sparkled as brightly as the chandeliers. Among those in attendance were Anil Kapoor, Juhi Chawla, Aditi Rao Hydari, Arjun Kapoor, Tamannaah Bhatia, Angad Bedi, Neha Dhupia, Armaan Malik, Anuv Jain, Shankar Mahadevan, Tarun Tahiliani, and Ahaan Shetty, all adding their own flair to the soirée’s splendour.

    An evening of Parisian poise and Mumbai magic, it was a night where art, fashion, and music converged, proving that when the Birlas host, luxury takes centre stage.
     

  • Swedish Consul celebrates nobel minds in Mumbai

    Swedish Consul celebrates nobel minds in Mumbai

    MUMBAI: It was a night where intellect met elegance as the Swedish Consul General, Sven Östberg, hosted an exclusive dinner reception in Mumbai to honour Nobel laureates professor James A. Robinson and professor David W.C. MacMillan. The distinguished duo were in the city to attend the Nobel Prize Dialogue, an event celebrating the power of knowledge and collaboration.

    Held at the Swedish Residence, the soirée sparkled with conversations that blended science, diplomacy, and culture. From academia to industry, the guest list featured an impressive mix of leaders who came together to celebrate the laureates’ remarkable contributions, from advancing our understanding of political and economic prosperity to groundbreaking work in chemistry and medicine.

    Adding gravitas to the evening, the Government of Maharashtra’s minister for marketing and protocol Jayakumar Jitendrasinh Rawal, extended a warm welcome to the guests. Nobel Foundation’s executive director Hanna Stjärne, followed with reflections on how scientific dialogue continues to shape solutions to the world’s most urgent challenges.

    The event was also attended by the Swedish Ambassador to India, Jan Thesleff, alongside industry stalwarts and members of the diplomatic corps. Hindi cinema’s swedish-born star, Elli Avram, added a dash of glamour to the intellectually charged gathering.

    Östberg, recalling his own stint as a Nobel attaché in Stockholm 25 years ago, shared how the experience deepened his belief in the values of innovation, fairness, and global cooperation, principles that, he noted, find strong resonance in a city like Mumbai.

    The evening concluded with a lively exchange with the laureates, where guests gained rare insights into their inspirations, journeys, and thoughts on how science continues to shape humanity’s shared future.

    Because when Nobel minds meet Mumbai’s spirit, the result is nothing short of brilliance.
     

  • Designing a Warm & Inviting Home: Interior Design Tips for Winters

    Designing a Warm & Inviting Home: Interior Design Tips for Winters

    As temperatures drop and daylight shortens, the home naturally becomes the centre of activity and comfort. Winter is the season of gatherings, introspection, and slowing down — a time when design plays a crucial role in shaping our emotional connection to the spaces we inhabit. The interiors that genuinely stand out this season are those that combine texture, colour, and light to create warmth without excess.

    Here’s a closer look at key design elements and styling cues that can help you curate a home that feels both elegant and inviting this winter.

    Embrace Rich, Warm Colour Palettes

    This winter, colour trends are leaning towards grounding hues that evoke comfort and calm. Shades such as deep navy, olive green, terracotta, rust, and mustard add richness and depth to interiors while maintaining a sense of restraint. When paired with soft, warm lighting, these tones create a cocooning effect perfect for the cooler months.

    Homeowners can introduce these colours through an accent wall, upholstery, drapery, or even artwork. Even small additions, such as a rust-toned throw or mustard cushion covers, can transform the visual temperature of a space. The goal is to move away from stark, monochromatic palettes and embrace tones that feel inherently nurturing.

    Introduce Textures and Fabrics

    While an abundance of layers can feel suffocating in the summer, it has the opposite effect during the winter. It not only adds visual depth but also enhances warmth. Incorporate a mix of wool, velvet, cotton, and faux fur through throws, cushions, carpets, and rugs. A well-layered living room or bedroom can instantly feel more welcoming, particularly when textures are thoughtfully balanced.

    Designers suggest that mixing contrasting materials, such as pairing linen with velvet or cotton with wool, can yield interesting results. Throws from IKEA, textured cushions from H&M Home, or thick wool rugs from Rugberry can be excellent additions. For a touch of sophistication, introduce quilted or faux fur blankets from Jaypore.

    Warm Wood and Rattan Finishes

    Wood, with its natural grain and warmth, is a timeless choice for adding character during the winter months. Whether through flooring, furniture, or accents, wood tones such as oak, teak, or walnut bring depth and grounding energy into interiors. For those who prefer lighter alternatives, rattan and cane offer a similar warmth with a breezier appeal.

    Consider integrating wooden trays, rattan lamps, or wicker baskets to add texture and natural contrast. When positioned near sunlight, these materials accentuate the yellows and browns within a room. Collections from Urban Ladder and The Wicker Story offer handcrafted pieces that can elevate the seasonal aesthetic without overwhelming the space.

    The Rise of the Sunlit Kitchen

    The kitchen, traditionally the heart of the home, takes on an even more central role during winter. Bright, sunlit kitchens are emerging as a key design trend, as they infuse interiors with a sense of optimism and energy. Warm colour palettes such as ochre, butterscotch, and muted mustard help achieve this effect while maintaining a sophisticated tone.

    For instance, Specta’s Butterscotch Yellow quartz surface can be used on countertops or kitchen islands to introduce warmth without sacrificing durability. Quartz surfaces are particularly well-suited for Indian homes due to their stain resistance, ease of maintenance, and ability to reflect light beautifully. Paired with brass fittings, open wood shelving, and soft yellow lighting, such a kitchen creates an inviting backdrop for family gatherings or quiet mornings.

    Creating Comfort Corners

    Small design interventions can make a big difference in how a home feels during winter. Consider curating intimate corners that encourage relaxation — a window seat layered with cushions and a throw, a reading nook with a lamp and side table, or a sunny breakfast spot with winter plants like poinsettias or money plants. These pockets of comfort enhance the aesthetic appeal of your home, transforming interiors into spaces of refuge and rest.

    Conclusion

    Designing a winter-ready home is less about a dramatic overhaul and more about intentional layering of colour, texture, and light. The interplay of rich hues, natural materials, soft lighting, and tactile fabrics can turn even minimalist spaces into welcoming retreats. As the season unfolds, a home designed with warmth and care becomes more than a physical space — it becomes an experience. A place where comfort meets design, and every corner invites you to slow down, stay in, and enjoy the season’s quiet charm.

  • Cashless For Celebrities, Chaos For The Rest: What Saif Ali Khan’s Case Reveals About India’s Insurance Divide

    Cashless For Celebrities, Chaos For The Rest: What Saif Ali Khan’s Case Reveals About India’s Insurance Divide

    A high-profile hospital visit can make cashless treatment look effortless. The reality for most people, however, is far messier, especially when navigating policy wording, network rules, and on-the-spot documentation. This article looks at why the experience feels unequal and how to approach health insurance with clear-eyed expectations.

    The Cashless Spotlight and the Everyday Reality

    Celebrity admissions tend to run on rails: fast authorisations, dedicated liaison teams, and seamless discharge. For regular households, the same pathway may involve multiple checks and a longer approval loop.

    That perception gap fuels frustration. Understanding why it exists helps you choose and operate a plan more confidently.

    How Cashless Actually Works Behind the Scenes

    Cashless is a contract between the insurer, the hospital network, and you. Pre-authorisation rests on your policy terms, the hospital’s tie-up, and how precisely the treatment maps to the wording.

    When any one of those pieces is shaky, unclear documents, a non-network facility, or a mismatch in definitions, cashless can stall or convert to reimbursement.

    Where the Divide Shows up Most Clearly

    Inequity isn’t only about fame; it’s about familiarity with the system and the resources available at admission.

    ●  Policy Wording Versus Reality: Clauses on room eligibility, sub-limits, and day-care can trim admissible bills.

    ●  Network Negotiations: Hospitals may prioritise known coordinators or established channels that move faster.

    ●  Document Readiness: Missing prescriptions, IDs, or reports can delay authorisation, even when the treatment itself is straightforward.

    ●  Communication Gaps: Jargon-heavy updates confuse families, leading to avoidable escalations at the billing desk.

    The Role of Networks, Rooms, and Rates

    Network choice shapes whether cashless is even possible. Within a network, room category rules influence how much of each line item is admissible under the mediclaim policy.

    If the chosen room exceeds what the policy allows, proportionate deductions may follow, turning a “cashless” expectation into a part-cash, part-out-of-pocket reality.

    Documentation, Pre-Authorisation, and Timelines

    Hospitals usually submit a treatment estimate, past records, and a proposed plan. The authorisation team checks eligibility under your medical insurance, seeks clarifications, and issues approvals with conditions.

    Tidy paperwork speeds this cycle. Sloppy paperwork slows it. Celebrities often have handlers who keep files pristine; most families don’t.

    Why Senior Citizens Face a Steeper Slope

    Older members can have longer medical histories, multiple prescriptions, and prior procedures. That raises the paperwork burden and the number of queries during cashless approval.

    When exploring health insurance for senior citizens look closely at pre-existing disease terms, waiting periods, co-pay language, and the clarity of day-care and OPD provisions.

    Digital Convenience is Real, But not a Magic Wand

    It’s easier than ever to compare, propose, verify, and receive an e-policy. Yet the hospital floor still runs on documents, definitions, and processes.

    If you plan to buy health insurance online, use the digital journey to prepare your claim kit in advance, not just to finish payment.

    What to Look for in a Workable Policy

    A workable policy is one you can run without panic on a busy day. Read the wording slowly and focus on operability, not hype.

    ●  Network Fit: Facilities you will actually use, across specialities you rely on.

    ●  Room Eligibility: Clear rules that won’t surprise you at discharge.

    ●  Cost Sharing: Co-pay or deductibles you can handle without stress.

    ●  Definitions and Limits: Disease-wise clauses that mirror real care patterns.

    ●  Claims Pathway: Step-by-step instructions for cashless and reimbursement, with contact points you can reach.

    Navigating The “Best” Label Without Getting Misled

    Lists of the best health insurance often ignore how families really seek care. A plan that shines on paper may wobble at the admission desk if its rules don’t match your hospital choices.

    Treat rankings as conversation starters. The real test is whether your preferred hospitals are in-network and whether the policy language fits your routine healthcare usage.

    Preparing Your Paperwork Like a Pro

    What feels like “celebrity privilege” is often disciplined preparation. You can replicate the method, if not the entourage.

    ●  Keep ID proofs, past reports, prescriptions, and scans in a single, backed-up folder.

    ●  Store the e-policy, endorsements, and premium receipts with clear file names.

    ●  Maintain a one-page claim checklist, pre-authorisation steps, helplines, and the documents each step requires.

    ●  After every health event, update your folder so nothing is missing at the next admission.

    Mind The Fine Print on Add-Ons and Exclusions

    Add-ons can be helpful, but not all are worth keeping year after year. Choose riders you’ll genuinely use and avoid stacking features that complicate authorisations.

    Exclusions and sub-limits deserve a slow read. They decide whether cashless is smooth, partial, or denied at the window.

    Conclusion

    A star’s smooth cashless experience may spotlight what the system can do at its best. For everyone else, the same result depends on wording, networks, documents, and discipline. Read slowly, prepare thoroughly, and choose a health insurance plan you can operate without second-guessing. When you finally buy health insurance or buy medical insurance, let fit and clarity, not headlines, decide the winner.  
     

  • Experian rolls out Grameen Score for rural India

    Experian rolls out Grameen Score for rural India

    MUMBAI: Scoring big in Bharat! Experian Credit Information Company of India has unveiled the Grameen Score, a fresh credit scoring model designed to make borrowing easier and fairer for India’s rural population. The move aims to bridge the gap between financial institutions and millions of rural consumers who have long remained outside the formal credit net.

    Aligned with the Government of India’s push for financial inclusion and the Reserve Bank of India’s efforts to widen access to credit, the Grameen Score helps lenders assess rural borrowers more accurately and responsibly.

    Developed with a deep understanding of India’s villages, the model considers unique rural financial patterns such as repayment behaviour on small loans, the types of credit typically used in villages and even migration trends between towns and cities. The score ranges from 300 to 900, making it simple for lenders and borrowers alike to understand.

    The Grameen Score particularly shines a spotlight on women entrepreneurs and self-help groups, helping them secure fairer loans and build stronger financial identities. For lenders, it translates into faster, data-driven decisions and a clearer picture of repayment capability.

    Commenting on the launch, Experian Credit Information Company of India  chairman Manish Jain said, “The Experian Grameen Score aligns with India’s agenda of inclusive growth. By helping institutions assess credit risk more effectively in rural areas, we are improving access to finance and building a more resilient and transparent credit ecosystem.”

    He added that the score reflects Experian’s philosophy of “innovation with purpose”, using data and analytics to enable responsible rural lending and sustainable growth.

    With this initiative, Experian aims to turn financial dreams in India’s heartlands into reality, one score at a time.

  • LTIMindtree, IFFI script India’s first AI film fest

    LTIMindtree, IFFI script India’s first AI film fest

    MUMBAI: Cinema is getting a digital rewrite. LTIMindtree has partnered with the International Film Festival of India (IFFI) and the National Film Development Corporation (NFDC) to launch India’s first-ever AI Film Festival and Hackathon, set to take place during IFFI 2025 in Goa from November 20 to 28.

    The initiative, powered by LTIMindtree’s Blueverse Craftstudio, aims to explore how artificial intelligence can reshape the way stories are written, filmed, and experienced. From AI-generated films to creative tech experiments, the festival promises to be a melting pot of imagination and innovation.

    Speaking about the initiative, festival director of IFFI and jury chair of the IFFI AI film festival Shekhar Kapur said, “Cinema has always reflected the power of human imagination. Today, AI gives us a new lens that expands our ability to dream, design, and express.”

    Adding to that, LTIMindtree executive vice president and global head of interactive services Sujay Sen said, “The future of storytelling lies at the confluence of human creativity and AI. We’re proud to help bring that future to life.”

    NFDC managing director Prakash Magdum noted that this partnership extends IFFI’s legacy of celebrating emerging voices and technologies into “the world of AI: responsibly, inclusively, and with global collaboration.”

    The event will feature an AI film showcase, a 48-hour hackathon, and workshops on creative technology, offering filmmakers, developers, and dreamers alike a front-row seat to the next big evolution in storytelling.

    As cinema meets code in Goa, IFFI 2025 might just prove that the next great filmmaker could be part human, part algorithm.

     

  • Going Nuts Over Coffee as Barista Brews a Pistachio Winter Treat

    Going Nuts Over Coffee as Barista Brews a Pistachio Winter Treat

    MUMBAI: If winter had a flavour, Barista Coffee Company has just bottled it or rather, brewed it. This festive season, India’s largest homegrown café chain is going green (and not just environmentally) with a campaign that’s as indulgent as it is inventive. Titled ‘Barista Stars’, the new menu is a celebration of pistachio, that little nut that packs a big punch of flavour and warmth, perfect for the nip in the air.

    The festive spread, launched across 485 outlets in 165 cities, is an ode to indulgence meeting mindfulness. Think Pistachio Affogato, Pistachio Latte, Pistachio Cream Croissant, and even a Pistachio Kunafa Cheesecake, a Middle Eastern twist that’s as photogenic as it is decadent. And just when you thought that was nutty enough, there’s also a Valencia Orange Hot Chocolate in the mix, bringing a citrusy zing to the otherwise cosy affair.

    The menu isn’t just a creative experiment, it’s a full-bodied experience designed around taste, texture, and balance. Each dish reflects Barista’s knack for blending international café aesthetics with Indian palates, marrying creamy indulgence with a hint of wellness.

    Speaking on the campaign, Barista Coffee Company CEO Rajat Agrawal said the winter menu symbolises Barista’s evolving philosophy premium coffee culture with a conscience. “With the onset of winter, we’re delighted to launch our new festive campaign ‘Barista Stars’. Pistachio’s distinctive richness and warmth perfectly complement the season,” he said. “Our goal is to offer customers a wholesome yet indulgent experience, a celebration of flavour without compromising on quality or well-being.”

    The menu, available across all cafés from 20 October 2025, extends beyond the cup, it’s a nod to craftsmanship and café culture as an experience rather than a pit stop.

    Founded in 2000, Barista Coffee Company has long been synonymous with India’s early tryst with coffeehouse culture. Before latte art became Instagram gold, Barista was already pouring stories in ceramic mugs. Over two decades later, it remains the country’s most prominent indigenous chain, one that’s expanded across India and Sri Lanka, carving a niche between global giants and local favourites.

    Today, Barista isn’t just selling coffee, it’s selling conversations, comfort, and community. Its cafés are as much about creative ambience as they are about caffeine fixes. With every menu refresh, the brand continues to redefine what “homegrown” can mean in an industry once dominated by imported tastes.

    The new menu underlines a shift in consumer trends from pure indulgence to mindful luxury. Pistachio, often hailed as the “wellness nut”, fits right in. It brings a guilt-free edge to desserts and beverages, a theme that Barista has consciously leaned into as it strengthens its “premium yet health-conscious” positioning.

    Every offering, from the buttery croissant to the velvety affogato, reflects an obsessive attention to detail not just in flavour profiles but in ingredient sourcing, presentation, and consistency across outlets. That consistency is what’s fuelled Barista’s expansion and made it a comfort brand for café-goers who crave familiarity with a twist.

    In many ways, the ‘Barista Stars’ campaign is more than a festive menu, it’s a brand statement. As India’s café culture matures, Barista seems intent on proving that creativity need not come with a foreign accent.

    The brand’s steady reinvention, whether through curated menus or customer-centric design, has kept it relevant in a crowded market where novelty often burns out faster than a coffee machine at rush hour.

    And while pistachio may be the flavour of the season, the real takeaway is Barista’s ability to balance indulgence with intent, a blend as satisfying as a perfectly poured latte.

    So, if you’re looking to sip something that tastes like winter wrapped in a velvet blanket, you know where to head. Because this season, Barista isn’t just brewing coffee, it’s brewing a mood.

     

  • Making sense of success, one click at a time

    Making sense of success, one click at a time

    MUMBAI: If taste had a strategy and smell could sell, brands would already be halfway to market glory. At a Mumbai session titled “Winning With The Senses: How Sensory Science Drives Market Success”, industry experts dived nose-first into the subtle science of sight, sound, touch, taste, and smell, and how these sensations can turn ordinary products into emotional experiences.

    The panel brought together Supriya Dang, independent consultant and ex-Unilever strategist; Sandeep Budhiraja, director and promoter of Spark Sensory; and Nirmala Metwal, consumer sensory insights leader at Mondelez International. Moderated by Sunder, the discussion explored how brands can quite literally strike the right chord, or scent, with consumers.

    Supriya opened the floor by showing how sensory design acts as a bridge between product and perception. She cited Surf Excel’s packaging “click,” the lid’s sound mimicking a washing machine shutting, as a clever cue for reliability and completion. Touch also took the spotlight, with tactile beads in handwash formulations creating a more interactive, premium experience. And who could ignore the irresistible pull of freshly baked cookies? Their aroma, Supriya said, doesn’t just smell good, it sells.

    Sandeep followed with a more technical look at how sensory science replaces guesswork with data. From quantitative descriptive analysis to temporal dominance tests, he explained how trained sensory panels map out taste, texture and aroma, turning subjective preferences into measurable insights. He noted that in a market flooded with “me-too” products, sensory cues are the secret ingredient for differentiation. “When brands blend science with storytelling, loyalty follows,” he said.

    Nirmala brought in the brand perspective, sharing how her Mondelez team cracked what “refreshing” really means for an orange drink. It wasn’t just about flavour, it was about the right hue of orange, a balanced sweet-sour taste, and a smooth mouthfeel that left a clean finish. Aligning sensory cues with consumer expectations, she said, is what keeps products both loved and remembered.

    As the discussion wrapped up, all agreed that in today’s cluttered market, sensory science is no longer just about testing, it’s about translating feelings into formulas. From the satisfying click of a cap to the comfort of a familiar scent, brands that appeal to the senses are the ones that make sense to consumers.

  • Bollywood Hungama sets the stage for OTT Fest 2025

    Bollywood Hungama sets the stage for OTT Fest 2025

    MUMBAI: Lights, camera, streaming! Bollywood Hungama is all set to roll out the third edition of its OTT India Summit & Entertainment Awards 2025, returning on December 3 and 4 to celebrate India’s booming digital entertainment landscape.

    Fresh off the glittering success of the Style Icons Summit & Awards, which saw A-list stars like Akshay Kumar, Aamir Khan, Shahid Kapoor and Malaika Arora lighting up the red carpet, Hungama Digital Media is shifting gears from couture to content. The OTT India Fest will once again bring together creators, disruptors, and dreamers shaping India’s streaming revolution.

    Hungama Digital Entertainment founder and CEO Neeraj Roy said the aim is to keep pushing the boundaries of what Indian entertainment can be. He noted that with more than 100 originals already under its belt, Hungama continues to champion innovation, authenticity, and cultural relevance.

    From thought-provoking panels to glamour-packed celebrations, the two-day summit promises to blend insight with spectacle, reaffirming Hungama’s place as a trailblazer in India’s entertainment ecosystem.

    As co-founder Suleman Mobhani put it, the initiative isn’t just an event but a movement celebrating influence, individuality and innovation. With creators and brands coming together once again under one spotlight, this December, it’s showtime for India’s OTT power players.

  • IIDE Announces Professional Certification in AI Strategy to Bridge Industry AI Skills Gap

    IIDE Announces Professional Certification in AI Strategy to Bridge Industry AI Skills Gap

    IIDE – Digital Business School has launched its latest online AI course, the Professional Certification in AI Strategy. The program is designed to equip professionals and aspiring leaders with practical AI competencies to solve real-world business issues and improve operational efficiency.

    India committed over $1.25 billion to AI projects in 2025, underscoring the country’s seriousness about building an AI-skilled workforce. Companies and workers who want to succeed are focusing on learning AI faster than ever.

    While IIDE is known primarily for its digital marketing courses, the school is now expanding its educational offerings by championing AI training. This evolution showcases their commitment to anticipating industry changes and preparing students for the future of work across numerous domains.

    The AI Course program covers vital topics such as AI fundamentals, generative AI, prompt engineering practices, Agentic AI concepts, and automation through intelligent workflow mechanisms.  
    Throughout the curriculum, learners will work through real-world case studies across business functions like sales, customer support, finance, healthcare, retail, and marketing.

    The program integrates practical learning with strategic knowledge, helping participants to achieve mastery in AI implementation across various business functions, from understanding AI foundations to deploying intelligent automation and building AI-driven strategies.

    Karan Shah, Founder of IIDE, says, “At IIDE, we believe that being future-ready is not an option but a responsibility. Being AI Ready is your 10x advantage in today’s corporate world. Anyone who learns this will have the first-mover advantage.”

    Enrollment for the certification is now open. Interested professionals can visit IIDE’s website for detailed information on the curriculum, fee structure, and admission requirements.

    About IIDE –  The Digital School

    IIDE (Indian Institute of Digital Education) is one of India’s leading digital business schools, offering industry-aligned and comprehensive training programs. IIDE’s cutting-edge curriculum incorporates AI, data-driven strategies, and hands-on learning, equipping students with the skills needed for success in the rapidly evolving landscape. IIDE’s alumni network and its non-conventional teaching style make it a top choice in the industry.