ITV

Tag: Radio

  • Quo Vadis ZEEL-RBNL

    Quo Vadis ZEEL-RBNL

    MUMBAI: It was hardly a month or so ago that ZEEL MD Punit Goenka had issued a denial, saying that it was not interested in acquiring the radio and TV business of the Anil Ambani-owned Reliance Broadcast Networks Ltd (RBNL) because radio regulations do not permit FDI equity beyond 49 per cent.

    But, the media was awash once again with the news that it had restarted negotiations with RBNL just two days ago. When Indiantelevision.com got in touch with the ZEEL corporate spokesperson whether this was true, this is the response, we got: “From time to time, we keep exploring strategic opportunities for entering new businesses or in our existing businesses. However, as a matter of policy, we do not comment on media speculations,” the response said.

    To us, this sounds ominously familiar. This is the exact response ZEEL and Essel had issued when news reports appeared about the sale of its TEN Sports business to Sony Pictures Networks India. When speculation about Siticable buying DEN Networks gathered steam, a similar line was thrown.

    Ditto was the response with Dish TV’s ongoing discussions to acquire Videocon d2h from the debt-laden-and struggling Videocon group. Dish TV is a part of the Essel group as well.

    And, we all know what happened with Ten Networks. After denying it for a few months, SPNI bought it over for a cool Rs 2,600 crore.

    The DEN Networks talks turned out to be just talks. Now, the Sameer Manchanda-promoted cable company has got an infusion of cash and the rumour mills state that it will be acquired by Star India at some stage.

    As far as Dish TV is concerned, the company recently moved its registered corporate office from Noida to a Mumbai address of Marathon Futurex, which also houses other Essel group ventures. Observers believe this move could help facilitate its Videocon d2h acquisition. The two groups will have to approach only one court – the Bombay High Court — for approvals. Whether this is true or not, only time will tell.

    Overall, the media industry is ripe for consolidation. And, the hungry to grow, Zee (Essel) group is scouting around for opportunities, chatting with almost everyone who could be a potential good addition to its portfolio. Analysts feel the prospective RBNL deal will be a win-win for Ambani as well as for the Essel group, of which ZEEL is a part.

    The Essel group is present in television, films, print, music, events and live, and digital. What’s missing is radio. The acquisition, when and if that does happen, will herald the group’s entry into that segment as well. It recently announced its diversification into that segment in the UAE by leasing the frequency, which was operated by the radio channel Hum. The lease becomes active cum January 2017.

    RBNL will also add a Bhojpuri regional channel BIG Ganga and a comedy-centric national channel Big Magic to the Zee TV bouquet. Both these genres are strikingly absent in the ZEEL bouquet. In July 2015, ZEEL gobbled up Odia channel Sarthak TV for Rs 115 crore.

    Anil Ambani has been attempting to find buyers for his media and entertainment assets for some time now. Lured by the sector, he rushed into it in the previous decade setting up a DTH venture, poured investments in DreamWorks, in his Bollywood studio, in a VFX studio and in shooting floors, a TV production company, and in radio and TV broadcasting.

    The oodles of cash he kept on pumping into the sector have not got the return he expected. One bright spark has been his radio and TV venture, especially the FM station and the regional channels. Recently, the group announced that it was carving out its DTH venture Reliance Digital TV into a separate company from Reliance Communications.

    Observers say that the Zee group and RBNL are examining ways of slicing and dicing the RBNL business to facilitate a buyout. Among the options being considered is ingesting FM radio into Zee Media, and incorporating the Big Magic channels into ZEEL. According to BSE filings, Zee Media does not have any significant foreign holding. Hence, the foreign investment cap will not come in its way of digesting Big FM. And ZEEL’s acquisition of the Big channels is but a shoo-in.

    Of course, pricing has to be agreed between the two parties. Figures of Rs 2,000 crore-Rs 2,500 crore that are being bandied about seem far too inflated considering the scale of RBNL’s radio and TV business. The acquisition tag could more likely be at half of that. Or, if one stretches ones pockets, at a discount of Rs 500 crore to that.

    We, as media observers, can only wait and watch to see which way the pendulum swings.

  • Quo Vadis ZEEL-RBNL

    Quo Vadis ZEEL-RBNL

    MUMBAI: It was hardly a month or so ago that ZEEL MD Punit Goenka had issued a denial, saying that it was not interested in acquiring the radio and TV business of the Anil Ambani-owned Reliance Broadcast Networks Ltd (RBNL) because radio regulations do not permit FDI equity beyond 49 per cent.

    But, the media was awash once again with the news that it had restarted negotiations with RBNL just two days ago. When Indiantelevision.com got in touch with the ZEEL corporate spokesperson whether this was true, this is the response, we got: “From time to time, we keep exploring strategic opportunities for entering new businesses or in our existing businesses. However, as a matter of policy, we do not comment on media speculations,” the response said.

    To us, this sounds ominously familiar. This is the exact response ZEEL and Essel had issued when news reports appeared about the sale of its TEN Sports business to Sony Pictures Networks India. When speculation about Siticable buying DEN Networks gathered steam, a similar line was thrown.

    Ditto was the response with Dish TV’s ongoing discussions to acquire Videocon d2h from the debt-laden-and struggling Videocon group. Dish TV is a part of the Essel group as well.

    And, we all know what happened with Ten Networks. After denying it for a few months, SPNI bought it over for a cool Rs 2,600 crore.

    The DEN Networks talks turned out to be just talks. Now, the Sameer Manchanda-promoted cable company has got an infusion of cash and the rumour mills state that it will be acquired by Star India at some stage.

    As far as Dish TV is concerned, the company recently moved its registered corporate office from Noida to a Mumbai address of Marathon Futurex, which also houses other Essel group ventures. Observers believe this move could help facilitate its Videocon d2h acquisition. The two groups will have to approach only one court – the Bombay High Court — for approvals. Whether this is true or not, only time will tell.

    Overall, the media industry is ripe for consolidation. And, the hungry to grow, Zee (Essel) group is scouting around for opportunities, chatting with almost everyone who could be a potential good addition to its portfolio. Analysts feel the prospective RBNL deal will be a win-win for Ambani as well as for the Essel group, of which ZEEL is a part.

    The Essel group is present in television, films, print, music, events and live, and digital. What’s missing is radio. The acquisition, when and if that does happen, will herald the group’s entry into that segment as well. It recently announced its diversification into that segment in the UAE by leasing the frequency, which was operated by the radio channel Hum. The lease becomes active cum January 2017.

    RBNL will also add a Bhojpuri regional channel BIG Ganga and a comedy-centric national channel Big Magic to the Zee TV bouquet. Both these genres are strikingly absent in the ZEEL bouquet. In July 2015, ZEEL gobbled up Odia channel Sarthak TV for Rs 115 crore.

    Anil Ambani has been attempting to find buyers for his media and entertainment assets for some time now. Lured by the sector, he rushed into it in the previous decade setting up a DTH venture, poured investments in DreamWorks, in his Bollywood studio, in a VFX studio and in shooting floors, a TV production company, and in radio and TV broadcasting.

    The oodles of cash he kept on pumping into the sector have not got the return he expected. One bright spark has been his radio and TV venture, especially the FM station and the regional channels. Recently, the group announced that it was carving out its DTH venture Reliance Digital TV into a separate company from Reliance Communications.

    Observers say that the Zee group and RBNL are examining ways of slicing and dicing the RBNL business to facilitate a buyout. Among the options being considered is ingesting FM radio into Zee Media, and incorporating the Big Magic channels into ZEEL. According to BSE filings, Zee Media does not have any significant foreign holding. Hence, the foreign investment cap will not come in its way of digesting Big FM. And ZEEL’s acquisition of the Big channels is but a shoo-in.

    Of course, pricing has to be agreed between the two parties. Figures of Rs 2,000 crore-Rs 2,500 crore that are being bandied about seem far too inflated considering the scale of RBNL’s radio and TV business. The acquisition tag could more likely be at half of that. Or, if one stretches ones pockets, at a discount of Rs 500 crore to that.

    We, as media observers, can only wait and watch to see which way the pendulum swings.

  • European trust in media: radio outshines social networks, TV falls steeply

    European trust in media: radio outshines social networks, TV falls steeply

    NEW DELHI: This one will make radio fans go ga-ga with delight.

    Radio still remains the number one trusted source of news for European citizens even as the overall perception of the trustworthiness of the media has decreased over the last five years.

    The European Broadcasting Union (EBU) also found that social media, increasingly the primary source of news, is the least trusted, and even a distrusted medium in Europe.

    The annual Eurobarometer survey showed that although trust has decreased for radio as well, it remains by far the most trusted source of information. Most countries show a positive attitude towards radio and it came out as the primary trusted source in 20 countries, with an average of 55% positive response. Particularly high scores came from Sweden (74%), Finland (66%) and Denmark (57%).

    Television, the second most trusted medium, is still the number one source in 11 countries but trust in television has decreased much more rapidly over the last year than the other media – with 10 points as opposed to radio, which only fell by three points, and the written press, the internet, and social media which decreased by only one point.

    In only one out of 33 countries surveyed, Albania, the number of people who trusted social media as a source of news outweighed those who tended not to. In all other countries people “tend not to trust” social networks, with those in Sweden, Luxembourg, and Britain having the least trust in social networks as a source of information.

    The internet also scored particularly low, as in the majority of countries, people “tend not to trust” it. Only 12 countries had positive results, most of which are in Southeast Europe.

    The written press is not perceived to be much more trustworthy than the internet.

    Only 13 countries showed positive results, mostly in Nordic and Benelux regions where people have more trust in the press. In 14 countries it is regarded as the least trusted medium.

    Roberto Suárez Candel, head of Media Intelligence Service at EBU, told The Guardian that the results did not come as a surprise: “People maintain a strong relationship with radio and TV, which are still their primary sources of information and entertainment.”

    “It is also not surprising that in countries with a high level of funding for public service TV and radio there tends to be more trust in the media in general – they produce good quality content and provide valuable information for society,” he told The Guardian.

  • European trust in media: radio outshines social networks, TV falls steeply

    European trust in media: radio outshines social networks, TV falls steeply

    NEW DELHI: This one will make radio fans go ga-ga with delight.

    Radio still remains the number one trusted source of news for European citizens even as the overall perception of the trustworthiness of the media has decreased over the last five years.

    The European Broadcasting Union (EBU) also found that social media, increasingly the primary source of news, is the least trusted, and even a distrusted medium in Europe.

    The annual Eurobarometer survey showed that although trust has decreased for radio as well, it remains by far the most trusted source of information. Most countries show a positive attitude towards radio and it came out as the primary trusted source in 20 countries, with an average of 55% positive response. Particularly high scores came from Sweden (74%), Finland (66%) and Denmark (57%).

    Television, the second most trusted medium, is still the number one source in 11 countries but trust in television has decreased much more rapidly over the last year than the other media – with 10 points as opposed to radio, which only fell by three points, and the written press, the internet, and social media which decreased by only one point.

    In only one out of 33 countries surveyed, Albania, the number of people who trusted social media as a source of news outweighed those who tended not to. In all other countries people “tend not to trust” social networks, with those in Sweden, Luxembourg, and Britain having the least trust in social networks as a source of information.

    The internet also scored particularly low, as in the majority of countries, people “tend not to trust” it. Only 12 countries had positive results, most of which are in Southeast Europe.

    The written press is not perceived to be much more trustworthy than the internet.

    Only 13 countries showed positive results, mostly in Nordic and Benelux regions where people have more trust in the press. In 14 countries it is regarded as the least trusted medium.

    Roberto Suárez Candel, head of Media Intelligence Service at EBU, told The Guardian that the results did not come as a surprise: “People maintain a strong relationship with radio and TV, which are still their primary sources of information and entertainment.”

    “It is also not surprising that in countries with a high level of funding for public service TV and radio there tends to be more trust in the media in general – they produce good quality content and provide valuable information for society,” he told The Guardian.

  • Communication is critical tool to ensure last mile connectivity: Naidu

    Communication is critical tool to ensure last mile connectivity: Naidu

    NEW DELHI: Information and Broadcasting Minister M Venkaiah Naidu said today that the Government had placed communication as a critical cog in the wheel of change and it had been woven into a policy matrix which aims at maximum governance, minimum government.

    Speaking at the valedictory function of Mid Career Training Programme for Senior Indian Information Service officers (IIS) at Indian School of Business, in Hyderabad today, Naidu said,“Today, we live in an age of instant communication, the images and tools of the media landscape influence our thought process on a continuous basis. The need to constantly re-invent our understanding and perception through an institutionalised skill upgradation program which includes a re-examination of our approach towards the communication process”, he stated.

    Naidu said that the government in the past two years had embarked on a programme of communication innovation – adopting methods, seeking spaces to ensure last mile connectivity to the people. “Our approach has attempted to weave different platforms, varied contents through a focussed 360 degree approach. While we have succeeded in adopting a new communication philosophy which incorporates the Citizens concerns, there are areas which still reflect chinks in the armour of government communication”, he said.

    He said the ministry had taken up the initiative of providing Information Service Officers skill upgradation through an institutionalised training policy. The objective is to plug the gaps in the Government’s communication approach in areas of content design, social marketing, branding, impact assessment and weaving technologies in the digital age. To bring about a change always creates a dissonance in the government process. He said that the two weeks training program is aimed to offer a fresh perspective, clarity on the nuances of communication management and gave tools and ideas to keep pace with the digital communication world to the IIS officers. He informed the officers that they would be going to the University of Berkeley for a further one week program training programme on the contemporary changes in the communication discourse.

    Naidu said recent advances in technology and communication space have completely overhauled the way the Government interacts with the citizens. This change being led by Social Media has ushered in a new era of Governance. it is absolutely necessary for constant upgradation of skills of officers in light of development of new technologies, he added.

    He said that in the last two years the present government has taken a lot of Citizen centric initiatives but communicating the benefits remains a challenge. Social and behaviour change communication is a critical factor in the success of Swachh Bharat Abhiyan which is a major flagship scheme of the government. “I am hopeful that the Media Strategy and Planning in the changing scenario of social advertising, a course module taught at ISB during the training of the officers, would benefit in defining the communication roadmap for the government social sector schemes and to ensure last mile reach”, he said.

    As the digital media continues to influence the communication and media landscape, social and digital media planning has to be an integral part of the government’s communication strategy. “I am sure the exposure to the officers about the best practises in digital media planning around various organisations across the world would have provided the required skillset and tools to address the challenges in the public domain”, he said.

    He added that the old mediums of communication have not become irrelevant. Radio still holds its relevance considering the mass outreach it has. Even the Government’s Mann ki baat Programme has become an excellent communication platform where the Prime Minister of our country not only directly communicates his views on diverse topics/ issues but also takes feedback from people through ‘myGov’ platform and Phone in services. In the current scenario, training in specific domains is incomplete without case studies and practical exposure. Case studies have proven to be an excellent way of practicing and applying new concepts. As such, they’re very useful tools in learning and implementation.

    The different phase wise training for the IIS Officers have been designed keeping in mind the broad objective of the Government’s Communications needs as well as changing communication and technology paradigm.

  • Communication is critical tool to ensure last mile connectivity: Naidu

    Communication is critical tool to ensure last mile connectivity: Naidu

    NEW DELHI: Information and Broadcasting Minister M Venkaiah Naidu said today that the Government had placed communication as a critical cog in the wheel of change and it had been woven into a policy matrix which aims at maximum governance, minimum government.

    Speaking at the valedictory function of Mid Career Training Programme for Senior Indian Information Service officers (IIS) at Indian School of Business, in Hyderabad today, Naidu said,“Today, we live in an age of instant communication, the images and tools of the media landscape influence our thought process on a continuous basis. The need to constantly re-invent our understanding and perception through an institutionalised skill upgradation program which includes a re-examination of our approach towards the communication process”, he stated.

    Naidu said that the government in the past two years had embarked on a programme of communication innovation – adopting methods, seeking spaces to ensure last mile connectivity to the people. “Our approach has attempted to weave different platforms, varied contents through a focussed 360 degree approach. While we have succeeded in adopting a new communication philosophy which incorporates the Citizens concerns, there are areas which still reflect chinks in the armour of government communication”, he said.

    He said the ministry had taken up the initiative of providing Information Service Officers skill upgradation through an institutionalised training policy. The objective is to plug the gaps in the Government’s communication approach in areas of content design, social marketing, branding, impact assessment and weaving technologies in the digital age. To bring about a change always creates a dissonance in the government process. He said that the two weeks training program is aimed to offer a fresh perspective, clarity on the nuances of communication management and gave tools and ideas to keep pace with the digital communication world to the IIS officers. He informed the officers that they would be going to the University of Berkeley for a further one week program training programme on the contemporary changes in the communication discourse.

    Naidu said recent advances in technology and communication space have completely overhauled the way the Government interacts with the citizens. This change being led by Social Media has ushered in a new era of Governance. it is absolutely necessary for constant upgradation of skills of officers in light of development of new technologies, he added.

    He said that in the last two years the present government has taken a lot of Citizen centric initiatives but communicating the benefits remains a challenge. Social and behaviour change communication is a critical factor in the success of Swachh Bharat Abhiyan which is a major flagship scheme of the government. “I am hopeful that the Media Strategy and Planning in the changing scenario of social advertising, a course module taught at ISB during the training of the officers, would benefit in defining the communication roadmap for the government social sector schemes and to ensure last mile reach”, he said.

    As the digital media continues to influence the communication and media landscape, social and digital media planning has to be an integral part of the government’s communication strategy. “I am sure the exposure to the officers about the best practises in digital media planning around various organisations across the world would have provided the required skillset and tools to address the challenges in the public domain”, he said.

    He added that the old mediums of communication have not become irrelevant. Radio still holds its relevance considering the mass outreach it has. Even the Government’s Mann ki baat Programme has become an excellent communication platform where the Prime Minister of our country not only directly communicates his views on diverse topics/ issues but also takes feedback from people through ‘myGov’ platform and Phone in services. In the current scenario, training in specific domains is incomplete without case studies and practical exposure. Case studies have proven to be an excellent way of practicing and applying new concepts. As such, they’re very useful tools in learning and implementation.

    The different phase wise training for the IIS Officers have been designed keeping in mind the broad objective of the Government’s Communications needs as well as changing communication and technology paradigm.

  • China bans K-Pop and K-Dramas?

    China bans K-Pop and K-Dramas?

    MUMBAI: It is one of the biggest markets for south Korean dramas and pop music known to all as K-Pop. China, according to some experts, accounts for more than a few dollar billion in revenues for the K-Pop and K-Drama industry.

    But now the market appears to be shutting down as the Chinese seem to be prone to restricting Korean entertainment’s access to the mainland following Seoul’s plan to deploy the US Terminal High-Altitude Areas Defense (THAAD) anti-missile system.

    Reports from Chinese media state that the media industry’s watchdog State Administration of Press, Publications, Radio, Film, and Television (SAPPRFT) has issued orders to at least two stations in the province of Gaungdong they should not come with new approvals for TV programs featuring South Korean pop stars as they would not be given the approval.

    According to China Film Insider, reports have appeared locally which state that Korean talent will not be allowed to appear in films, television dramas, musical concerts, variety shows, or advertisements in the immediate future. The restrictions will supposedly begin on 1 September.

    Shares of many listed South Korean entertainment companies, such as SM Entertainment (Girls Generation) and YG Entertainment (Psy) have been seen an erosion in their values following the ban murmurings which have been emanating from media outlets such as People’s Daily.

    An official announcement was yet to be made by the Chinese government but apparently verbal instructions had come from the regulator. How the ban will impact several China-South Korean co-productions was yet to be clarified at the time of writing, though observers expect the restrictions to apply to them too.

    “Could this be an opportunity for Indians to swoop in and push Indian content in China?” asks a media observer. “Let the Indian production and broadcasting community give it a closer look see.”

  • China bans K-Pop and K-Dramas?

    China bans K-Pop and K-Dramas?

    MUMBAI: It is one of the biggest markets for south Korean dramas and pop music known to all as K-Pop. China, according to some experts, accounts for more than a few dollar billion in revenues for the K-Pop and K-Drama industry.

    But now the market appears to be shutting down as the Chinese seem to be prone to restricting Korean entertainment’s access to the mainland following Seoul’s plan to deploy the US Terminal High-Altitude Areas Defense (THAAD) anti-missile system.

    Reports from Chinese media state that the media industry’s watchdog State Administration of Press, Publications, Radio, Film, and Television (SAPPRFT) has issued orders to at least two stations in the province of Gaungdong they should not come with new approvals for TV programs featuring South Korean pop stars as they would not be given the approval.

    According to China Film Insider, reports have appeared locally which state that Korean talent will not be allowed to appear in films, television dramas, musical concerts, variety shows, or advertisements in the immediate future. The restrictions will supposedly begin on 1 September.

    Shares of many listed South Korean entertainment companies, such as SM Entertainment (Girls Generation) and YG Entertainment (Psy) have been seen an erosion in their values following the ban murmurings which have been emanating from media outlets such as People’s Daily.

    An official announcement was yet to be made by the Chinese government but apparently verbal instructions had come from the regulator. How the ban will impact several China-South Korean co-productions was yet to be clarified at the time of writing, though observers expect the restrictions to apply to them too.

    “Could this be an opportunity for Indians to swoop in and push Indian content in China?” asks a media observer. “Let the Indian production and broadcasting community give it a closer look see.”

  • Meru Cabs new campaign ‘True Rupees Per Km’ to demystify fares

    Meru Cabs new campaign ‘True Rupees Per Km’ to demystify fares

    MUMBAI: Meru Cabs (Meru) has launched a new brand campaign ‘True Rupees Per Km’. Meru plans to demystify fares charged for its radio cab services. Through the campaign the brand wishes to announce that its fares will be transparent, with no additional charges such as surge pricing, ride time charge, cancelation charges, etc., that other operators levy.

    Commenting on the launch of the brand campaign Meru Cabs CEO Siddhartha Pahwa said, “Our new campaign ‘NO hidden, NO surge, NO Ride Time or NO Cancellation Charge’ aims to educate customers on hidden costs applied by several taxi aggregators. Through this campaign, we reiterate our commitment to customers that with Meru as their trusted travel partners they pay ‘True rupees per km’ for all transactions promising transparency and open communication.”

    Meru’s new brand campaign (print, radio, OOH) has been conceptualized, created and executed by Enormous Brands with an effective media strategy recommended by OMD India. The campaign will be further amplified through digital media with hashtag #PayTrueRupees on social media, Youtube, online banners, OOH channels.

    Enormous brands managing partner Ashish Khazanchi explains the idea behind True Rupees per km, “Meru prides itself in the extreme transparency with which it services its customers. Under the marketing clamour of discounts, cash backs and offers in the taxi industry, Meru wanted to make a bold move to highlight the fact that most competitors’ prices/fares seem attractive in the forefront but always have unnecessary hidden costs. The idea behind coining the phrase True rupees was to send out a clear message upfront to the customer that Meru operates transparently and honestly unlike other prominent cab aggregators”.

    Focused on providing quality service based on a sustainable business model, Meru recently raised investments of Rs.150 crore (USD 25 million) from Brand Capital, which will be deployed to strengthen its foothold in the Indian market.

  • Meru Cabs new campaign ‘True Rupees Per Km’ to demystify fares

    Meru Cabs new campaign ‘True Rupees Per Km’ to demystify fares

    MUMBAI: Meru Cabs (Meru) has launched a new brand campaign ‘True Rupees Per Km’. Meru plans to demystify fares charged for its radio cab services. Through the campaign the brand wishes to announce that its fares will be transparent, with no additional charges such as surge pricing, ride time charge, cancelation charges, etc., that other operators levy.

    Commenting on the launch of the brand campaign Meru Cabs CEO Siddhartha Pahwa said, “Our new campaign ‘NO hidden, NO surge, NO Ride Time or NO Cancellation Charge’ aims to educate customers on hidden costs applied by several taxi aggregators. Through this campaign, we reiterate our commitment to customers that with Meru as their trusted travel partners they pay ‘True rupees per km’ for all transactions promising transparency and open communication.”

    Meru’s new brand campaign (print, radio, OOH) has been conceptualized, created and executed by Enormous Brands with an effective media strategy recommended by OMD India. The campaign will be further amplified through digital media with hashtag #PayTrueRupees on social media, Youtube, online banners, OOH channels.

    Enormous brands managing partner Ashish Khazanchi explains the idea behind True Rupees per km, “Meru prides itself in the extreme transparency with which it services its customers. Under the marketing clamour of discounts, cash backs and offers in the taxi industry, Meru wanted to make a bold move to highlight the fact that most competitors’ prices/fares seem attractive in the forefront but always have unnecessary hidden costs. The idea behind coining the phrase True rupees was to send out a clear message upfront to the customer that Meru operates transparently and honestly unlike other prominent cab aggregators”.

    Focused on providing quality service based on a sustainable business model, Meru recently raised investments of Rs.150 crore (USD 25 million) from Brand Capital, which will be deployed to strengthen its foothold in the Indian market.