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India’s micro-drama boom is rewriting the OTT playbook

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DELHI: At 1 AM, 23-year-old Priya Sharma is glued to her phone, bingeing a revenge thriller in 90-second episodes. She is far from alone. Over 80 million Indians are now hooked on micro-dramas, bite-sized, mobile-first narratives that are turning India’s OTT industry on its head.

Vikrant Khanna, founder and CEO of Mogi I/O, calls it India’s latest entertainment gold rush. In a LinkedIn post, Khanna wrote that a Re 1 trial can quickly turn into Re 300-plus monthly spends, and that the biggest battle for attention is no longer on TV screens but in the palm of the hand.

The market is crowded and fiercely competitive. More than ten platforms are vying for viewers, each with a different strategy. Some are chasing volume, Netflix-style. Others are going cinematic, HBO-style. A few are spending twice the traditional TV budgets on vertical-first content. Talent is following the money, with TV stars and Bollywood actors increasingly headlining micro-dramas, drawn by creative freedom and strong paychecks.

Pricing psychology is driving engagement. Platforms charge Re 1 for a seven-day trial, leveraging cliffhangers, emotional hooks and multiple storylines to convert casual viewers into paying subscribers. Many users come for a single show and stay for months.

China’s micro-drama market offers a blueprint, growing from $500 million in 2021 to $9 billion in 2025. India has the advantage of a larger population, mobile-first behaviour and a deep daily-soap culture. Tier 2 and Tier 3 cities are expected to fuel the next phase of growth.

Content itself is evolving. While early micro-dramas focused on romance, family drama and revenge, high-octane action is now moving vertical, with large casts, real stunts and cinematic ambition. Episodes remain under 60 seconds, dropped daily, but series span 30–45 minutes cumulatively — a new kind of daily soap designed for habit, not appointment viewing.

Khanna stresses that micro-dramas are more than a trend. They are a business model shift — built for mobile, monetised through emotion rather than subscriptions, and increasingly powered by AI and data. For viewers like Priya in Lucknow, scrolling at 1 AM is already normal. For creators, investors and platforms, the micro-drama moment is only just beginning.

Vikrant Khanna is a seasoned P&L leader and entrepreneur with rich experience across FMCG, telecom, virtual retail and Internet businesses. He founded Mogi I/O, a B2B video-tech venture that compresses video size by up to 50 per cent while streaming buffer-free, high-quality content. Mogi leverages these IPs to provide no-code video apps across mobile, web and TV, helping OTTs, broadcasters, publishers and edtech platforms monetise content efficiently.

Before Mogi, Khanna launched BoomAGift, a gifting-on-the-go app for low-ticket items, which has since pivoted into Mogi. He also held leadership roles at Homeshop18 as COO and at Bharti Airtel, where he led youth marketing campaigns, digital strategy and the sponsorship of India’s first Formula 1 Grand Prix.

India’s OTT future, Khanna says, may no longer be written in hours. It could be written in 60-second episodes.

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Food for thought Feeding India serves 23 crore meals and counting

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MUMBAI: Hunger may be stubborn, but Feeding India is proving it is not unbeatable. The not-for-profit has served more than 23 crore meals over the past seven years, turning nourishment into a nationwide movement that now spans over 150 cities, according to its Annual Report for FY 2024–25.

Titled A Year of Nourishing Dreams, the report captures a year in which the organisation sharpened its focus from simply filling plates to shaping futures. At the heart of its work is the fight against child malnutrition, with Feeding India now supporting over 1.4 lakh children every day through its partner network.

Its daily feeding programme has grown into a vast ecosystem, covering 1,097 partner schools and 726 Anganwadi centres. These include 275 formal schools, 720 informal learning centres, 58 schools for children with disabilities, and 32 orphan homes. Menus are tailored to local tastes, from rajma chawal in the North to idli sambhar in the South, ensuring meals are nutritious, culturally familiar and widely accepted. Food is provided through a mix of on-site kitchens and centralised cooking facilities.

Recognising that malnutrition often begins long before children enter classrooms, Feeding India has stepped deeper into early childhood care. Across districts such as Gurugram, Kushinagar and Varanasi, the organisation has worked with 726 Anganwadi centres, impacting around 27,000 children aged 0–6 years. More than 30 Anganwadis have been upgraded using Building as Learning Aid concepts, creating brighter, safer and more child-friendly spaces. In Varanasi, a pilot programme now provides full breakfast and lunch meals, a significant shift from the usual supplementary snacks.

The year also tested the organisation’s ability to respond in crisis. During 2024–25, Feeding India distributed nearly 2,000 ration kits following floods in Assam and landslides in Kerala, and served over 1.9 lakh hot meals after the Uttarakhand cloudburst. Relief operations extended to Bihar, Andhra Pradesh and Tamil Nadu in the wake of Cyclone Fengal.

Community participation remains central to the model. Events such as the Zomato Feeding India Concert, featuring Dua Lipa, brought together 28,000 people in 2024, while initiatives like Poshan Potli nutrition kits supported tuberculosis patients during recovery in Varanasi.

Funding patterns underline the power of platforms. Zomato users contributed nearly 80 per cent of total funds, amounting to Rs 74 crore, while Blinkit customers added 15 per cent, or Rs 14 crore. The remaining around 5 per cent came from institutional donors, employees and direct website contributions. Donors can track their impact directly via the Zomato or Blinkit apps, seeing how many meals they have funded and where those meals were served.

The report also highlights tangible outcomes. At the Malvi Educational and Charitable Trust in Gujarat, students recorded an average BMI improvement of 9.50 per cent after daily nutritious meals were introduced.

“Every meal represents hope, dignity and opportunity for a child who might otherwise go hungry,” a Feeding India spokesperson said, adding that the focus remains on nourishing potential through nutrition, infrastructure and care.

As the numbers grow, the message is simple but powerful, feeding a child today is an investment in tomorrow, and Feeding India is determined to keep that promise alive, one meal at a time.

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AI goes to class as MSDE, Google Cloud pilot smart skills framework

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MUMBAI: If skills are the engine of Viksit Bharat, artificial intelligence is being fitted firmly under the bonnet. The Ministry of Skill Development and Entrepreneurship has announced a collaboration with Google Cloud and Chaudhary Charan Singh University to build a national framework for modernising India’s vocational and higher education ecosystem using cloud and AI technologies.

Unveiled at Google’s AI for Learning Forum in Delhi, the initiative positions CCSU, Meerut as a national pilot institution that will test how AI can be embedded into everyday teaching, administration and skill development. The announcement was made in the presence of Jayant Chaudhary, alongside senior officials from the Ministries of Skill Development and Education.

At the heart of the pilot is the use of Google Cloud’s Gemini Enterprise platform to address real-world challenges faced by universities. These include automating administrative workflows, improving staff efficiency, supporting research, and enabling personalised learning through AI tutors and skill-gap analysis. The aim is to make learning more adaptive, efficient and aligned with evolving workforce needs.

The programme is designed to act as an equaliser. By enabling vernacular language support and personalised AI-driven mentorship, it seeks to extend access to high-quality learning tools to students in regional institutions who are often constrained by geography, language or resources. Faculty members will also be supported with AI tools to design curriculum content, simulations and multilingual teaching aids tailored to different learning speeds.

Beyond classrooms, the initiative focuses on operational reform. Intelligent document processing and automated workflows are expected to reduce administrative load, allowing institutions to function more efficiently while improving service delivery to students.

Crucially, the CCSU pilot will feed into a larger ambition. Insights from the project will be used by MSDE to develop a National Best Practice Framework that can guide more than 50,000 colleges and over 1,200 universities in adopting AI responsibly and self-certifying as “AI-enabled universities”.

As a designated Centre of Excellence, CCSU will also host knowledge-sharing sessions to demonstrate how AI can be scaled across India’s diverse education landscape. The goal is clear: ensure that future-ready skills are not confined to elite campuses, but become part of the everyday learning experience for students across the country.

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Stop feeding the machine: Why Data Privacy Day 2026 is your wake-up call

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MUMBAI: It is January 28, 2026. Today, the world observes Data Privacy Day. But let’s be honest: for the other 364 days of the year, we are usually too busy scrolling to care. We click “Accept All Cookies” to read an article. We trade our email addresses for 10% off a pair of sneakers. We spill our deepest thoughts to AI chatbots without wondering where that data goes.

The result? You are leaving a trail of “digital exhaust” that is being vacuumed up, packaged, and sold to the highest bidder.

Today is the day we hit the brakes. Privacy is no longer a luxury for the paranoid; it is a necessity for the free. Here is why this matters right now, and how you can fix it fast.

The New Threat: It’s not just hackers anymore
In the past, we worried about criminals stealing our credit card numbers. In 2026, the game has changed. The entity hungry for your data isn’t just a hoodie-wearing hacker in a basement—it’s the legitimate apps on your phone and the algorithms training on your behavior.

• The AI Mirror: Every prompt you type into a public AI model can theoretically become part of its brain. Your distinct writing style, your problems, and your ideas are the fuel.
• Biometric Overload: We pay with our faces and unlock doors with our fingerprints. If a password gets stolen, you change it. If your biometric data gets stolen, you can’t change your face.
• The “Free” Trap: If an app is free, you aren’t the customer; you are the product. Your location history, health stats, and spending habits are the inventory.

The 15-minute privacy sprint
You don’t need to go off the grid or move to a cabin in the woods. You just need to tighten the bolts. Here is your rapid-fire action plan for today:

1. Kill the zombies
We all have “zombie accounts”—old logins for fitness apps we used once in 2021 or shopping sites we forgot about. These are security holes waiting to happen.

The Fix: If you haven’t logged in for 12 months, delete the account. Not the app—the account.

2. Starve the chatbot
AI is useful, but it doesn’t need to know your secrets.

The Fix: Turn off “Chat History” in your AI settings where possible. Never enter financial details, legal documents, or medical info into a public Generative AI tool.

3. The “location” audit
Does your flashlight app need to know you are in a coffee shop? Does your calculator need your contact list? Absolutely not.

The Fix: Go to Settings > Privacy > Location Services (on iOS or Android). Change permissions from “Always Allow” to “While Using” or, even better, “Never” for non-essential apps.

4. Ditch the SMS two-factor
Hackers can swap SIM cards easier than they can crack passwords. Receiving your 2FA codes via text message is the weak link in 2026.

The Fix: Switch to an Authenticator App or use a physical security key (like a YubiKey). It takes five minutes to set up and multiplies your security by ten.

The bottom line
Data Privacy Day isn’t about fear; it’s about agency.

Your data is an extension of your physical self. It is your identity, your history, and your future. By taking control of it, you aren’t just securing a device; you are reclaiming your right to be a person, rather than a data point.

Don’t wait for next January. Make privacy a habit, starting now.

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