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  • The impact of the gig economy on the Indian workforce

    The impact of the gig economy on the Indian workforce

    The gig economy has emerged as a transformative force in India, fundamentally altering the way people work, how businesses operate, and the structure of employment itself. Characterized by short-term contracts, freelance work, and flexible working hours, the gig economy provides an alternative to traditional full-time employment, and it is reshaping the Indian workforce at an unprecedented scale.

    With the proliferation of digital platforms like Uber, Zomato, Swiggy, and Upwork, the gig economy is rapidly expanding, offering a range of opportunities across various industries. While it presents significant advantages like flexibility and income potential for workers, it also raises concerns about job security, benefits, and long-term financial stability. As India positions itself as a major player in the global economy, understanding the impact of the gig economy on its workforce is crucial for the country’s socio-economic development.

    Rise of the gig economy in India

    India, with its large and young labor force, has witnessed an exponential rise in gig work over the past decade. According to a report by the Boston Consulting Group, around 15 million people were engaged in gig work in India as of 2022. This number is expected to grow substantially as more individuals opt for freelance and contract-based work over conventional employment.

    Several factors have contributed to the growth of the gig economy in India. The rapid penetration of smartphones and internet connectivity has made it easier for people to access digital platforms that connect gig workers with employers. Moreover, changing attitudes toward work, especially among millennials and Gen Z, have led to a preference for flexibility, autonomy, and the ability to work on multiple projects rather than committing to a single employer.

    Additionally, the COVID-19 pandemic accelerated the gig economy’s growth, as many traditional businesses were forced to adapt to remote work and embrace a more flexible workforce. Companies, especially in sectors like food delivery, e-commerce, and IT services, turned to gig workers to meet demand surges, further driving the shift towards non-traditional employment.

    Benefits of the gig economy for workers

    One of the primary attractions of the gig economy is the flexibility it offers. Workers have the freedom to choose when, where, and how much they want to work, which is especially appealing to those who value work-life balance. This model also provides opportunities for individuals to explore diverse skill sets, take on multiple roles, and earn income from different sources, all without being tied to a full-time job.

    For many people, the gig economy serves as a means to earn supplemental income, whether they are students, homemakers, or professionals looking for extra work. In regions with limited full-time job opportunities, gig work allows individuals to tap into the global market and secure freelance projects, reducing regional employment disparities.

    Furthermore, the gig economy has been instrumental in promoting entrepreneurship, especially among the youth. Many young workers are now able to start their own businesses, offer specialised services, or work as consultants, thanks to the ease with which they can connect with clients through digital platforms.

    Challenges for gig workers

    Despite its advantages, the gig economy presents several challenges, particularly around income stability and job security. Gig workers often lack access to essential benefits such as health insurance, pensions, and paid leave, which are standard in traditional employment. The absence of a formal employment contract can leave gig workers vulnerable to exploitation, with low pay, irregular hours, and limited bargaining power.

    Income volatility is another significant concern. While some gig workers can earn a substantial income, many face unpredictable earnings due to fluctuations in demand or competition with other freelancers. This uncertainty can make it difficult for workers to plan for long-term financial goals or manage their expenses effectively.

    Additionally, the lack of social security benefits like provident fund contributions or access to unemployment insurance means that gig workers are left unprotected in times of crisis. This was evident during the COVID-19 pandemic, where many gig workers lost their income due to restrictions on movement, with limited government support to fall back on.

    Impact on the broader workforce

    The gig economy’s rise is also influencing traditional employment models in India. Companies are increasingly adopting hybrid workforce models, where they rely on a mix of full-time employees and gig workers to achieve greater operational flexibility. While this may lead to cost savings for businesses, it also raises concerns about the future of full-time jobs and the growing casualisation of labor.

    On a larger scale, the gig economy is contributing to changes in labor policies and regulations in India. The government has recognized the need to provide gig workers with some level of social security and has introduced schemes like the Code on Social Security, 2020, which includes provisions for gig and platform workers. However, the effective implementation of such policies remains a challenge.

    Conclusion

    The gig economy offers both opportunities and challenges for the Indian workforce. While it provides workers with flexibility, autonomy, and access to new income streams, it also raises concerns about job security, benefits, and income stability. As the gig economy continues to expand, it will be essential for policymakers, businesses, and workers to find a balance that ensures both flexibility and protection for gig workers. By addressing these challenges, India can harness the potential of the gig economy while safeguarding the rights and well-being of its workforce.

    The article has been authored by Judge India president and Judge Group, global delivery, Abhishek Agarwal.

  • Malignant work culture: A universal struggle

    Malignant work culture: A universal struggle

    Mumbai: Monday mornings often carry a heavy weight, especially for salaried and general working class people. They rise early and navigate through the chaotic crowd to catch a train, spend the day at the office and return home in the evening, often with little time left for relaxation or enjoyment. The cycle repeats day after day, leaving little room for anything beyond the grind of work.

    Many people feel that after years of education, studying for 13 to 15 years and landing a job that pays only a meagre salary feels like a scam. Adding more insult to injury is the expectation to give 100% in a pernicious work culture that often normalises late nights and overwork. As working conditions worsen, employees find themselves grappling with alienation and a sense of nihilism, as their efforts contribute to tasks that offer little real satisfaction.

    In our digital age, social media has become a platform for venting frustrations about corporate life. Office memes and comments on these posts reveal a collective discontent, with many individuals sharing their experiences of challenging manager-worker relationships and the anxiety surrounding salary increments. The normalisation of poor working conditions elicits both laughter and anger, reflecting the heartbreak of doing mundane tasks that feel devoid of meaning.

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Sneha Bhowmik (@who.z_she_)

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Jesse Pinkman (@tittyverse)

     

    The recent tragic case of Anna Sebastian Perayil, an employee at Ernst & Young, highlights the serious toll of work-related stress, raising important questions about workplace culture. Companies claiming to be the “best places to work” have faced scrutiny,  as a Gallup report from 2024 found that only 14 per cent of surveyed Indian employees reported thriving in their roles, compared to 34 per cent globally. Employment conditions in India remain troubling, marked by stagnant wages, increasing self-employment among women, and a higher proportion of unpaid family labour among youth.

    Marching Sheep founder Sonica Aron says, “Work related stress and burnout are a symptom and it’s time we address the root cause. High tolerance for toxic work culture, poor managerial capability, carewashing are issues that need to be addressed systematically. And these are issues not specific to any one industry or geography, they pervade the entire corporate culture. Companies forget that it is people who drive performance, productivity, innovation and growth, and not taking care of people is not an option.”

    Sonica rightfully mentioned that identifying the root cause is a highly trivial aspect since topics such as these only highlights the problems, the data, statistics which is indeed pretty much important, but doesn’t really emphasis on why such a situation is in the first place. In this article, we will explore the root causes of these dismal working conditions.

    The push for better working environments seems logical, but it deludes us into thinking that companies genuinely care about their employees’ well-being. In reality, the premature deaths of workers under harsh conditions can be seen as beneficial for corporations. If the capitalist society is truly rewarding for employees, the working class would not be facing the dire situations they currently endure.

    From a materialist perspective, the production and reproduction of life are the ultimate determinants of history. Under capitalism, companies extract profit from this life until it no longer produces value. From the moment we enter this system, we face vulnerabilities related to housing, food and health. Without selling our labour, we risk falling into crises.

    For instance, a factory owner can only profit if they pay labourers less than the true value of their work. The surplus value (extra money created by the workers/employees during their working hours) generated is retained by the owner, who reinvests it in the business to increase efficiency and further exploit workers. As a result, employees receive less than what is necessary for a decent quality of life, leading to exhaustion and health issues. This decline renders them less useful to their employers, who view them as replaceable resources.

    A disturbing implication of this system is that the sooner a worker is unable to perform, the quicker they can be replaced. Companies show little interest in enhancing the lifespan or well-being of their employees, as this would require investing in their needs rather than maximising profits. Thus, the argument for better working conditions contradicts the very foundations of this system.

    This is the reason why we are unable to witness any empathy shown by the companies when such unfortunate incidents happen. The case of Anna Sebastian Perayil at Ernst & Young is not an isolated incident; such tragedies are becoming increasingly common and is a global phenomenon. Even those who glorify “hustle culture” are often kept in a delusion that primarily benefits companies. In these critical times, workers should advocate for stricter labour laws to reduce working hours, form unions, and improve their overall conditions. It’s essential to challenge the exploitative dynamics at play and fight for a workplace that values human life and dignity over mere profit.

  • Apple’s success in India shows manufacturing as key to employment: Ashish Dhawan

    Apple’s success in India shows manufacturing as key to employment: Ashish Dhawan

    Mumbai: The Convergence Foundation (TCF) founder-CEO Ashish Dhawan emphasised India’s success in electronics manufacturing as a clear sign of the country’s potential to boost job creation. Dhawan highlighted Apple’s rapid expansion in India, with its 29th factory being established in the country in just two to three years.

    “Many doubted India’s capability in manufacturing, questioning our productivity. But Apple’s success shows we can make it happen. This should instill confidence in India’s capacity for large-scale electronics production,” Dhawan stated.

    He urged stakeholders to view this success as a step toward addressing India’s labour-intensive exports gap, stressing the country’s demographic advantages and lower labour costs compared to China. However, he cautioned that significant reforms are still needed, particularly around reducing regulatory hurdles, improving ease of doing business, and investing in infrastructure.

    Dhawan stressed the importance of tying manufacturing growth to job creation. In a conversation with Foundation for Economic Development (FED) founder-director Rahul Ahluwalia, he pointed out that while sectors like automobile manufacturing have become more capital-intensive, industries like electronics assembly and apparel can create more jobs, which is critical for India today.

    “The government’s role in enhancing competitiveness has been vital,” Dhawan said, crediting both central and state governments for their efforts to improve labour and land policies. “Business leaders are calling for competitiveness, and the government is responding.”

    Dhawan also urged India to set its sights on matching the success of East Asian economies like South Korea, Taiwan, and Vietnam. He cited Uttar Pradesh as an example, pointing out the stark difference in exports between the state and Vietnam, despite UP’s much larger population. Dhawan called for a strategic push to capture the world market in labour-intensive sectors, comparing India’s performance with East Asian benchmarks.

    Dhawan further advocated for India to become the world’s skills hub. He pointed out that India already leads in global remittances, receiving $120 billion annually, and projected this could grow to $300 billion if India strategically sends more skilled workers abroad.

    He also called for government-to-government arrangements to facilitate temporary work visas in OECD countries, where 50 million jobs are expected to open up over the next two decades. India, Dhawan argued, is well-positioned to supply skilled labour in sectors like healthcare, domestic services, and more.

  • Team Satyug advocates for stringent perjury law

    Team Satyug advocates for stringent perjury law

    Mumbai: Team Satyug, a volunteer-driven organisation dedicated to eliminating the backlog of court cases in India and promoting justice within the judicial system, hosted a press conference titled “Justice for All, Justice Within a Year” which was themed around the need for stringent perjury law. The press conference took place at the Press Club of India, New Delhi, on 3 August 2024 at 11:30 am. The event was addressed by renowned Supreme Court advocate Ashwini Upadhyay and Delhi Bar Council co-chairman Vishnu Sharma.

    Perjury, the act of lying under oath, is a grave offense that undermines the integrity of the judicial system. Despite repeated concerns raised by the High Courts and the Supreme Court, the issue of perjury has remained inadequately addressed and not given the seriousness it warrants. Team Satyug believes that addressing perjury is not a matter of technological limitation but one of political will. Team Satyug is committed to fostering a just society through collective volunteer efforts and innovative solutions.

    The press conference garnered significant attention from the media and the public, bringing the urgent need for a stringent perjury law to the forefront of national discourse. The event successfully highlighted the critical issues within the judicial system and the necessity for political will to address perjury effectively. As a result, there was an increase in volunteer sign-ups, with many individuals committing their time to support Team Satyug’s mission. Furthermore, the conference sparked discussions among policymakers, leading to the consideration of legislative changes to strengthen laws against perjury.

    Commenting on the same belief, Supreme Court lawyer Ashwini Upadhyay addressed the attendees stating, “Perjury is a significant threat to the sanctity of our judicial system. By not addressing it with the seriousness it deserves, we allow the integrity of our courts to be compromised. Team Satyug’s initiative to create a stringent perjury law is a crucial step towards ensuring justice for all. Our goal is to see justice delivered within a year, and with the collective efforts of our volunteers, we can make this vision a reality.”

    Delhi Bar Council co-chairman Vishnu Sharma added, “Implementing a stringent perjury law is essential to restore the credibility of our judicial system. It is not just about punishment but about creating an environment where truth prevails. By tackling perjury head-on, we can ensure faster and fairer justice for everyone.”

    Team Satyug’s initiative encourages individuals to come forward and rectify false testimonies without fear of punishment, thereby streamlining judicial processes. Team Satyug’s philosophy of “Absolute Satvik Karm” emphasized selfless actions performed for the greater good, without seeking personal or reputational gain.

    “Our mission is to empower citizens to contribute to a fair and just society. The one-time amnesty program is a groundbreaking approach to dealing with perjury, which not only helps in reducing the backlog of cases but also restores faith in our legal system.” Team Satyug founding member Vishal Gupta stated. “We urge everyone to join us in this noble cause, dedicating just an hour a day to bring about a substantial change.”

    The press conference hosted by Team Satyug on the need for a stringent perjury law marked a crucial step in addressing the integrity of India’s judicial system. With insights from Ashwini Upadhyay and Vishnu Sharma, the event emphasised the urgency of implementing the need for stringent laws, gaining widespread support for the cause.

  • Collective Artists Network announces partnership with Parallel Studios

    Collective Artists Network announces partnership with Parallel Studios

    Mumbai: Collective Artists Network is proud to announce a partnership with Parallel Studios, a visionary gaming studio that blends art and technology to create cutting-edge gaming experiences. This strategic alliance will see Collective represent Parallel Studios, providing comprehensive support in building brand awareness, audience and consumer research, brand, media and Content partnerships, social media-led storytelling around the game, talent partnerships (celebrities and influencers), and IP creation– all aimed at gaining ground towards the acquisition of new players to build a community around Parallel.

    Parallel Studios has already made significant strides in the gaming industry, and this partnership marks an exciting new chapter in its journey. With a team comprising veterans from Blizzard, Epic Games, Ubisoft, Riot Games, and Xbox Game Studios, Parallel Studios is poised to redefine the trading card game (TCG) landscape with its award-winning digital trading card game, Parallel. Parallel Studios is leveraging blockchain and NFT tech to build games, movies & more. Parallel Studios is developing the next AAA sci-fi franchise and leveraging blockchain/NFT tech to deploy IP as cards, games, comics, movies, & more. They aim to continue breaking ground as they merge blockchain tech with traditional entertainment to create a new paradigm in which the users own parts of the digital worlds they grow to love.

    Collective Artists Network founder and group CEO Vijay Subramaniam commented on the partnership, saying, “Our collaboration with Parallel Studios represents a significant milestone in our journey to blend technology with creativity. By joining forces, we are setting a new standard for what is possible in the media industry. We have the potential to work together to develop revolutionary approaches that push the limits in this realm.”

    Dhruv Chitgopekar, co-founder of Collective Artists Network added, “We are thrilled to join forces with Parallel Studios to charter their India market entry. We intend to build community and content around Parallel’s unique approach to gaming experiences through our robust flywheel.

    Parallel Studios has seen remarkable success since its founding in 2021, with its TCG already in open beta and winning several games of the year awards. Parallel Studios CEO Sascha Mojtahedi,  expressed enthusiasm for the partnership “India represents a big opportunity for Parallel and our studio’s goal to grow a game that truly redefines the TCG space. Partnering with Collective made sense given they are at the epicentre of culture in India and have relationships with many partners that can help us bring our game to the masses.”

    As Collective Artists Network and Parallel Studios embark on this exciting new venture, their shared commitment to innovation and quality storytelling promises to deliver exceptional experiences for gaming enthusiasts.

  • Dori Media sets up Mumbai office; to be led by Devdatta Potnis

    Dori Media sets up Mumbai office; to be led by Devdatta Potnis

    Mumbai: Multinational studio Dori Media has set its eyes on India. Led by CEO & president Nadav Palti and held in Israel, the firm has set up a sales outpost in Mumbai. (This is in addition to the offices it has in Spain, Switzerland and Argentina.) And it has hired former Cosmos Maya exec Devdatta Potnis to head it.

    With more than 20 years of experience, Potnis is well-suited for the job. His last assignment was with Animeta as its CEO – an influencer-driven firm spawned by his former boss at Cosmos Maya, Anish Mehta. Prior to Cosmos Maya, Potnis served as chief manager, marketing & communications, for Reliance MediaWorks. He has had stints as associate vice president, marketing at Balaji Motion Pictures and head of sales & marketing for Maya Digital Studios.

    “We’re thrilled to have someone with Devdatta’s tremendous industry experience joining our team at Dori Media and helping us further expand our global sales reach,” said Palti. “We’ve been successfully selling content in India for years now and the dynamic growth that we’ve seen in that marketplace recently made it a no-brainer for us to open an office in Mumbai.”

    Agreed Potnis: “Dori Media has a world-class catalogue of programming and produces and distributes many of the top hits in our industry, series often filled with powerful human emotions that resonate with audiences and win hearts globally, including here in India. So, I am really excited to be joining the team to help the company further grow its presence in India.”

    The Dori Media library carries approximately 7,500 TV hours including international hits such as Rebelde Way, Lalola, Split, Ciega a Citas, Be Tipul (In Treatment), Power Couple, The New Black, Losing Alice, Dumb, Normal and more. The group’s production arms in Israel produce top-end series, daily dramas as well as feature films for the Israeli and international markets.

    Dori Media Contenidos produces fiction in Argentina for local and international markets.

    Dori Media International produces fiction globally, in Turkey, Colombia, Mexico, Uruguay, Canada and Argentina.

    The company also offers production services to foreign production companies who seek co-productions in the Middle East.

  • Hyundai India creates jobs for 403 ITI and polytechnic students across 9 states

    Hyundai India creates jobs for 403 ITI and polytechnic students across 9 states

    Mumbai: Hyundai Motor India Ltd (HMIL) announced employment opportunities for 403 students from ITIs and polytechnic institutes across nine Indian states, at its dealer network. HMIL offers a special skill development program at ITIs and polytechnic institutes and further helps students get meaningful employment opportunities in its wide network of dealers. The recent recruitment drive was conducted across Assam, Arunachal  Pradesh, Tamil Nadu, Maharashtra, Telangana, West Bengal, Uttar Pradesh, Uttarakhand and Gujarat.

    Committed to Hyundai’s global vision of ‘Progress for Humanity’, HMIL aims to enrich lives empower the dreams of India’s youth and build a better Bharat. Through this initiative, HMIL  helps create an ecosystem for students ensuring industry-ready skill development, exposure to the latest technologies, on-the-job training, and employment opportunities after the course.

    Commenting on the graduation day celebration, HMIL whole-time director and  COO Tarun Garg said, “HMIL is committed to India and we take pride in supporting the Government of India’s ‘Skill India’ initiative. The recent program ensures that students are trained in the latest technologies and they are ready to contribute from day one of their jobs. HMIL plans to  train more youth across the country, so as to help them earn a respectable livelihood.”

    HMIL has a tie-up with 76 government ITIs and polytechnic institutes. As part of the program,  Hyundai Motor India Foundation (HMIF), the CSR arm of HMIL has invested in improving the tie-up facilities by fulfilling various needs of the institutes to ensure that students receive the necessary resources, quality education and the much-needed exposure to the latest technology.  Additionally, HMIL has been providing study material on the latest advancements in the automotive industry and automobile technology, alongside on-the-job training to students, intending to upskill and enhance their skillsets.

  • Whoppl Studio celebrates one year of empowering creators

    Whoppl Studio celebrates one year of empowering creators

    Mumbai: Whoppl, a content-to-commerce company, is celebrating the first anniversary of its state-of-the-art Whoppl Studio on 27 July. To mark this milestone, Whoppl Studio is inviting creators to utilize its facilities for content creation at a minimal cost of Rs 99 per hour. This initiative aims to empower creators by providing them with access to high-quality resources at the curated space. The motivation behind this initiative stems from the challenges creators face in accessing high-quality content production resources. Many creators struggle with limited budgets and high costs associated with content creation, which can hinder their ability to produce high quality work.

    Whoppl Studio aims to democratise content creation by offering an affordable solution that allows creators to focus on their craft without the burden of excessive financial constraints. By creating a collaborative environment, Whoppl Studio Network not only supports individual creators but also strengthens community connections among brands and content creators. The next milestone is to take the concept to multiple cities in India.

    Whoppl founder and CEO Ramya Ramachandran expressed her enthusiasm and shared, “As we mark this significant milestone, I’ve witnessed firsthand how Whoppl Studio has grown in response to market demand. We started with a 200 sq ft space and today we’ve a space of 5000 sq ft. Our aim has always been to empower creators by providing them with the resources they need to succeed, and we are thrilled to offer our studio at an incredibly affordable rate on 27 July. This initiative is designed to remove barriers and promote creativity, enabling more individuals to bring their stories to life.” She further added, “At Whoppl, we are passionate about revolutionizing the content creation landscape in India. Our studio is more than just a space; it’s a launchpad for aspiring creators. We are committed to providing an unparalleled platform for creativity to flow.”

  • Maharashtra government set to introduce new hoarding policy for Mumbai metropolitan region

    Maharashtra government set to introduce new hoarding policy for Mumbai metropolitan region

    Mumbai: On 1 July, state minister Uday Samant announced in the legislative assembly that the Maharashtra government is soon to introduce a new policy regarding hoardings in the Mumbai Metropolitan Region (MMR). This development comes just two months after the collapse of an illegal hoarding in Ghatkopar, Mumbai, which resulted in 17 fatalities and left over 75 people injured on May 13.

    Samant stated, “A policy will be unveiled once the code of conduct for the legislative council polls ends, following the declaration of results for the graduates and teachers constituencies.”

    A committee led by former Allahabad high court chief justice Dilip Bhosle is currently investigating the 13 May hoarding collapse in the Ghatkopar area. Additionally, it was revealed that out of the 1,025 hoardings in Mumbai, 306 are situated on railway land.

    During the assembly session, BJP legislator Ram Kadam alleged that Bhavesh Bhinde, whose firm was responsible for erecting the collapsed hoarding, had been photographed with Shiv Sena (UBT) chief Uddhav Thackeray. Kadam insisted that Bhinde’s involvement should also be investigated.

  • Industry leaders embrace transparency with new Self-Declaration Certificates in advertising

    Industry leaders embrace transparency with new Self-Declaration Certificates in advertising

    Mumbai: The recent Supreme Court mandate for Self-Declaration Certificates (SDC) in advertisements, effective from 18 June 2024, marks a significant step towards promoting transparency, accountability, and consumer protection in advertising practices. This directive requires advertisers and agencies to submit a certificate ensuring that their advertisements are truthful and comply with relevant regulations. Prominent industry leaders have voiced their support for this initiative, highlighting its potential to foster ethical marketing and build consumer trust.

    Indiantelevision connected with industry experts to share insights on the Supreme Court’s Self-Declaration Certificates (SDCs) mandate, focusing on how advertisers can align their marketing practices with legal requirements such as SDC submissions while genuinely prioritising consumer interests and ethical standards.

    ASCI CEO Manisha Kapoor

    “ASCI’s Advertising Advice service can help advertisers and agencies make confident declarations. To avoid challenges, ASCI urges agencies to familiarize themselves with the portal and its requirements. Prioritizing consumer interests and ethical standards is crucial for maintaining trust and transparency in advertising.”

    Think‘in Birds Communications CEO Bhavik Mehta

    “The recent Supreme Court mandate for Submission of Self-declaration Certificates (SDC) is a significant step towards safeguarding consumer interests and promoting responsible marketing. Advertisers can ensure their practices not only comply with this legal requirement but also genuinely prioritize consumer interests and ethical standards by focusing on several often-overlooked aspects. The ethical use of AI and automation is crucial to avoid discrimination and manipulation of vulnerable consumers, necessitating regular audits and transparent practices. Inclusive marketing that authentically represents diverse demographics promotes social equity and broadens product appeal. Considering the psychological impact of advertising, strategies should avoid exploiting insecurities and instead encourage well-being. Sustainable practices should be adopted not only in product promotion but also in reducing the environmental impact of advertising materials.

    Transparency in sponsorships and influencer partnerships builds trust, as does ensuring all marketing content is accessible to individuals with disabilities. Fair competition practices, cultural sensitivity in global campaigns, and a focus on long-term consumer relationships further enhance ethical standards. Encouraging employee advocacy can also provide authentic promotion and strengthen brand reputation. By integrating these considerations, advertisers can create strategies that are both compliant with the Supreme Court mandate and genuinely ethical, fostering long-term consumer trust and loyalty.”

    Puretech Digital senior vice president: delivery, operations & client engagement Parthiv Majmuda

    “Compliance with the Supreme Court’s mandate for Submission of Self-declaration Certificate (SDC) is essential, but so is prioritising consumer interests and ethical standards. At Puretech Digital, we have incorporated the SDC tracking in our operations SOP. Workflows in our project management tool have been updated to ensure all teams adhere to this before publishing.

    We view the SDC mandate as an opportunity to enhance our marketing practices, fostering accountability and genuinely benefiting consumers. This involves avoiding misleading claims, respecting consumer privacy, and maintaining transparency in our communications.

    By integrating SDC requirements into our workflows and investing in training the people, we aim to build trust and loyalty among our audience. Ultimately, it’s a collaborative effort with our clients to excel in both compliance and ethical marketing.”

    NetSetGo Media global business head Abhishek Tiwari

    “The recent requirement, by the Supreme Court for companies to submit Self-declaration Certificates (SDCs) represents a change in consumer protection and ethical marketing practices. This new rule pushes businesses to take accountability for their claims promoting a culture of transparency and responsibility. By mandating that companies back up their advertising statements the SDC system gives consumers the tools to make informed choices and levels the playing field for enterprises by discouraging deceptive tactics. This mandate is expected to encourage companies to adopt an approach to product development and testing ensuring that their claims can withstand scrutiny. While there may be obstacles in implementation the long-term advantages for consumer confidence and market integrity are considerable. This shift aligns with movements towards advertising regulations and has the potential to enhance India’s reputation, in consumer protection. As businesses adjust to this standard we can look forward to a marketplace defined by increased genuineness and consumer-focused principles.”

    Globale Media director- performance and acquisitions  Kritika Arora

    Advertisers can adopt a comprehensive and proactive approach to ensure that their marketing strategies comply with legal requirements as well as prioritize consumer interests and ethical standards. Here are some key strategies:

    1. Strict Adherence to Regulations:

    Legal Compliance: Regularly update and audit marketing practices to ensure compliance with all relevant laws and regulations. This includes timely submission of SDCs and adherence to advertising standards.

    Training and Awareness: Educate marketing teams on legal requirements and ethical advertising standards to ensure everyone understands and follows the rules.

    2. Transparency and Honesty:

    Clear Communication: Provide clear and accurate information about products and services. Avoid misleading claims and ensure all advertising content is truthful.

    Disclosures: Make necessary disclosures about product limitations, risks, and any other critical information. This builds trust and helps consumers make informed decisions.

    3. Consumer Privacy and Data Protection:

    Data Security: Implement robust data protection measures to safeguard consumer information. Use encryption, anonymisation, and access controls to prevent data breaches.

    Consent: Obtain explicit consent from consumers before collecting and using their data. Provide easy-to-understand privacy policies and allow consumers to opt out of data collection.

    4. Ethical Advertising Practices:

    Ethical Guidelines: Develop and enforce ethical guidelines for advertising that prioritise honesty, respect, and fairness. Ensure advertisements do not exploit vulnerable populations or promote harmful behaviours.

    Cultural Sensitivity: Be mindful of cultural differences and avoid content that could be offensive or inappropriate in different cultural contexts.

    5. Consumer-Centric Approach:

    Value Proposition: Focus on creating advertisements that genuinely add value to consumers’ lives. Highlight how products and services can solve problems or enhance their well-being.

    Feedback Mechanisms: Establish channels for consumers to provide feedback on advertisements. Use this feedback to improve future marketing practices and address any concerns.

    6. Social Responsibility:

    Community Engagement: Involve the community in marketing campaigns and demonstrate a commitment to social responsibility. Support social causes and ensure that marketing messages reflect positive societal values.

    Sustainable Practices: Incorporate sustainability into marketing strategies. Promote environmentally friendly products and practices, and transparently communicate efforts towards sustainability.

    This holistic approach not only builds consumer trust and loyalty but also strengthens the brand’s reputation and integrity in the marketplace.

    Korra India CEO Saket Vaidya

    “We are very positive about the Supreme Court’s mandate for Self-declaration Certificates (SDC), viewing it as a vital measure to promote responsible advertising and protect consumer interests. Such safeguards have long been in place in mainstream advertising, and now, with this mandate, digital media will also receive these essential guardrails. Digital media has rapidly grown, with platforms like YouTube reaching a larger audience than many traditional TV channels. With 70 per cent of India’s population accessing digital content due to affordable and accessible data, and the advent of 5G facilitating richer communications, the digital sector’s impact is profound. The e-commerce boom has further extended its reach to 99 per cent of India’s pincodes. This mandate is a clear acknowledgement that digital marketing now plays a pivotal role in the industry, ensuring consumer protection as the digital economy continues to thrive.”  

    The InterMentalist founder Shivashish Tarkas

    Shivashish

    The recent Supreme Court mandate for the Submission of Self-declaration Certificates (SDC) is a welcome move to protect consumers from any misleading advertisements. The advertising world has progressed rapidly in the digital era and hence it’s essential to have protocols in place.

    Implementation requires clear regulations, confidentiality measures, and a robust platform infrastructure capable of handling diverse data. The industry will need time to adapt to the proposed system.

    Ambiguity pervades the industry currently, but clarity is anticipated as time progresses.

    Conclusion

    The Supreme Court’s requirement for Self-Declaration Certificates marks a big step in promoting fair advertising and protecting consumers. Advertisers must follow this rule by being clear, accountable, and ethical in their practices. This approach not only builds trust with consumers but also helps create a more honest marketplace. Insights from industry leaders offer practical ways to navigate these new rules and uphold high standards in advertising.