Archives June 2025

This Father’s Day, Zeeba Basmati Rice, a premium basmati brand from the house of Supple Tek, Zeeba aims to spark heartfelt conversations & realizations about the role Fathers play in our everyday life. Conceptualised and executed by Maximus Collabs, the film aims to evoke an emotion and open up difficult yet beautiful conversations.

The campaign strikes a powerful emotional chord, sparking meaningful conversations around the often-unspoken love and gratitude we feel for our fathers. It will serve as a bridge across the emotional gap that many of us experience when trying to express affection, reminding people that showing love, even if it feels awkward, is always worthwhile.

While we all adore our fathers, we often take their silent presence and everyday sacrifices for granted. This campaign will bring that truth into sharp focus. It will encourage people to pause, reflect, and appreciate the unwavering support, guidance, and strength that fathers provide, often without seeking recognition.

Through this film, we aim to push those quiet emotions into the spotlight to move people to pick up the phone, call their dads, and say what they’ve perhaps never said out loud: “Thank you dad , I love you, and I see everything you’ve done for me.

By Prof PB Sharma and Sanskrit Sharma

As India moves forward on the pathways of rapid track sustainable development as the largest democracy of the world, it needs to effectively capitalise its “Advantage India” that lies in its over 660 million youth between the age group of 15-29 years. It is this vast pool of Young India that needs both the technology skills as well as the character skills of integrity, responsibility, and accountability akin to the clarion calls of Viksit Bharat of our dreams.

 Skilling Youth with AI and Digital Skills:

Young India needs to be empowered with digital skills in a hyper-connected world, of which India is one of the most promising leaders in the age of Artificial Intelligence, AI. These AI and Digital skills are required all across the board for all sectors of the economy.

New Skill Infrastructure Urgently Needed:

The current level of skilling infrastructure and the skilling ecosystem in India requires a paradigm shift both in respect of content as well as in the delivery systems being adopted at present.

The mass scale skilling by organising workshops or seminars or even skill camps is no answer to the skilling needs of AI and digital skills, nor is a solution to seriously align the conduct and character of Young India to the needs of integrity, responsibility and sustainability, the ‘holy trinity’ of the New Age.

Skill Universities need a Redesign:

The initiative of the state governments in India to establish skill universities in public and private domains, though sounds good at the first instant, may end up with unemployable skill degree holders unless these skill universities change their approach of imparting skills to the inspired young minds who come to these skill universities to get the experience and exposure to the hi-tech digital skills and their practice for the most modern manufacturing and service applications.

 The design and delivery system for skill programs must necessarily differ from the traditional knowledge-based degree programs of today’s forward-looking universities and institutions of higher learning.

Future Readiness to be the Mantra:

The primary goal of a Skill University should be to produce graduates who are immediately employable, job-ready, and possess the higher-end digital skills so much needed in the workplace today by employers. These universities should necessarily emphasize fostering internships in industry, on learning by doing, and activity-based learning a lot more than ‘learning to know’ and know deeply, as the conventional universities usually are accustomed to providing.

The outcome of a skill university has to necessarily be a ready-to-run a kind of industry or service sector workforce that not only has the skills of today but is also capable of self-empowerment with the skill sets of the future in the industry or a service organisation.

Catch them Young from School Onward:

Ideally, the interest in skills of the new age should be cultivated from the school level onward. There was a time when India had technical schools which focused at that time on skill-based learning of engineering and technology. These students, after passing their technical schools, became highly successful engineering and technology graduates once they joined their degree programs.

Skilling Youth Should Be a National Priority:

Today, when we are in an era that requires competency, calibre and character to work alongside smart and intelligent machines, robots and humanoids, the importance of skilling  Young India cannot be overemphasised.

It would be highly desirable for the universities and colleges in India to establish multifunctional, multi-sectoral skill centres and high-tech skill towers to empower the youth of India with skill sets for the future-ready workforce that the Viskit Bharat@2047 mission so well requires.

World Youth Skills Day 2025:

 The UN  World Youth Skills Day 2025,  celebrated throughout the world each year on July 15, has given a call to “Youth empowerment through AI and Digital Skills” as its theme for this year. This is in line with the needs of Industry 4.0 and Service Sector 5.0 that require empowerment of youth with next-generation AI and digital skills embedded with the character skills of sustainability, integrity, and responsibility that the new age so much requires to create a green and blissful future for the world community.

Let skilling Youth be a matter of great national priority and let India take a lead in redesigning it’s skill infrastructure for the New Age learners.

Authors Prof PB Sharma is a renowned academician, past President of AIU, Founder Vice Chancellor of DTU, and currently Vice Chancellor of Amity University Gurugram, and Sanskrit Sharma is an 11th class student at Amity International School.

Thoughtful gifts, unforgettable memories, and a whole lot of love.

From teaching you how to ride a bike to always showing up when it matters, dads have a way of making time count. This Father’s Day, honour him with something as meaningful as his presence — from timeless watches to skincare upgrades and stylish day-outs.

A Gift That Keeps Time

Whether he’s a classic gentleman, a creative thinker, or a modern trailblazer, a great timepiece never goes out of style.

The Classic Connoisseur- Titan Nebula Lustre 18k Gold Analog Leather Strap Watch

Crafted in solid gold and available in Black, Tan, and Green leather options, this heritage piece is for the dad who values legacy and quiet luxury.

The Creative Thinker Titan Edge Murals Quartz Analog Watch

Inspired by Indian murals and available in vibrant Pistachio Green, Amber, and Mint Blue — for the father who sees beauty in details.

The Style Trailblazer Xylys Quartz Analog Black Dial Watch

Minimalist and bold, this black-on-black design is for the style-savvy dad who redefines cool.

For The Pookie Father with OG Style

Bring out his inner sneakerhead with the PUMA Palermo — a retro icon reimagined. Cool, classic, and full of charm — just like him.

For the Fitness-Freak Father

Support his wellness journey with high-performance gymwear from PUMA — breathable, functional, and sleek, it matches his unstoppable energy.

For the Skincare Rookie Dad

Skincare doesn’t have to be complicated. Help him get started with a thoughtful edit:

Sulwhasoo First Care Activating Serum – The gateway to luxury skincare; hydrates and preps skin for anything that follows

Dr.Jart+ Vital Hydra Solution Hydro Plump Water Cream – Multi-tasking and barrier-boosting, perfect for daily use

Embryolisse Sun Stick – Easy, fuss-free sun protection for every day

For the Dad Who Deserves a Day Out

This Father’s Day, skip the usual gifts and make it a day to remember. Head to Jio World Drive—where style meets experience. From luxe grooming finds to his favourite brands and a special meal at Foo featuring a limited-edition cocktail menu available from 12th–22nd June 2025, there’s something memorable in every moment.

Make Time for Him — in every way that matters.
Because he deserves more than a gift — he deserves a moment to shine.

Noida, 13 June 2025: Heartfulness Education Trust (HET) and Galgotias University have signed a strategic Memorandum of Understanding (MoU) to jointly establish the Centre of Indian Knowledge Systems (CIKS) at the Galgotias University campus in Greater Noida. This is the first-of-its-kind integration of Indian Knowledge Systems (IKS) into a leading university’s mainstream curriculum. The centre envisioned as Bharatiya Gyan Parampara Kendra was inaugurated by Chief Guest Rev. Daaji – Guide of Heartfulness and President of Shri Ram Chandra Mission through a ribbon cutting ceremony at the Heartfulness Lounge at the campus. Other dignitaries included the top management and faculty of the university. The inauguration was followed by MoU signing and CIKS plaque unveiling. Rev. Daaji also led the participants through a guided meditation session followed by interaction with students and faculty.

The purpose of the HET and Galgotias university collaboration is to bring knowledge transfer of ancient Indian wisdom, consciousness studies, meditation practices, and holistic wellness programs to modern higher education, empowering students with values, emotional well-being, leadership skills, and purpose-driven living. The collaboration is purely non-commercial and solely intended for the well-being and holistic education. All the wellness programmes and Heartfulness Meditation sittings will be offered free of charge. The centre will serve as an example for collaborative research and faculty development platform advancing consciousness studies globally.

The Centre of Indian Knowledge Systems (CIKS) is first-of-its-kind institution integrating ancient Indian wisdom into higher education. The curriculum will be driving by equipping students with practical life skills to handle modern challenges such as stress, relationships, digital dependence, and substance abuse. Education will be based on building emotional intelligence, resilience, leadership, and a sense of purpose among students and faculty and creating a harmonious academic environment, enhancing both personal and academic performance.

Dr. Dhruv Galgotia, CEO of Galgotias University said regarding the MoU, “This collaboration is a milestone in what such a strategic partnership can achieve in research and implementation of evolution of human consciousness to nurture not just skilled professionals, but also responsible citizens rooted in values, balance, and purpose.”

Rev. Daaji – Guide of Heartfulness and President of Shri Mission said about the collaboration, “This partnership enables us to raise a generation of future citizens and professional who have inner resilience deeply ingrained in them to handle the challenges with 21^st century with timeless ancient wisdom and evolution of collective consciousness as the core value.”

The IKS-based curriculum will be tailor-made and elective credit courses under the Bharatiya Gyan Parampara Kendra. All the research output will be under the agreed IPR norms with all the Heartfulness IP being solely with HET; while Galgotias University would provide the space and infrastructure for Heartfulness meditation and initiatives.  Free access to digital and learning platforms including Heartfulness App, Udemy courses, and self-learning platforms will be provided. Introductory and advanced wellness programs like “Wellness at Work”, HHH (Health, Happiness & Heartfulness), and in-depth teacher training for faculty is also being offered through the MoU. A comprehensive 16-week life-skills and leadership development curriculum called HELM (Heartfulness Enabled Leadership Mastery) Program is also included. Leadership Conclaves and Workshops for senior leadership programs for university administrators; Internship Opportunities & Research Projects on Ethical and contemplative projects for students with faculty mentorship; Mental Health Support through ‘Voice That Cares’ mental health helpline for students and staff will be made available.

Hyderabad – June 13, 2025: Flipkart, India’s homegrown ecommerce marketplace, collaborated with WE Hub, a Government of Telangana initiative hosted a dedicated workshop to empower the women entrepreneurs with the insights and tools needed to scale their business through e-commerce.

The workshop was graced by Ms. Uha Sajja, Associate Director, WE Hub and Dr. Tafeem Siddiqui, Head Public Policy, Flipkart Group.

The workshop focused on women entrepreneurs by enhancing awareness on the e-commerce opportunities  and providing them with the tools needed to scale their businesses. With a strong emphasis on Flipkart’s marketplace offerings, the session focused on key areas such as product listing, pricing strategies, and platform-specific insights, enabling the participants to tap into national markets effectively. Organized in collaboration with WE Hub, a Government of Telangana initiative, the orientation session held in Hyderabad witnessed the participation from over women entrepreneurs, further reinforcing the commitment to support women-led micro-enterprises in their growth journey and unlocking market access at scale.

Rajneesh Kumar, Chief Corporate Affairs Officer, Flipkart Group, commented on the collaboration, saying, “At Flipkart group, we believe in the power of inclusive entrepreneurship and the role technology can play in amplifying it. This belief is the foundation of our partnership with WE-Hub, which gives women entrepreneurs access to digital marketplaces and knowledge resources to help them realize their full potential. The purpose of this workshop was to give WE-Hub entrepreneurs practical assistance in important areas like platform tools, pricing, and product listing. The WE-Hub community’s robust participation reaffirmed the significance of these capacity-building programs. Our goal is to create an ecosystem that gives business owners, particularly MSMEs, women & rural entrepreneurs the tools they need to succeed in the e-commerce industry.”

Flipkart Samarth has played a pivotal role in promoting underserved communities across India. Launched in 2019, Flipkart Samarth is a nationwide initiative to open new growth opportunities for MSMEs, artisans, and underserved communities through e-commerce by providing an inclusive, nationwide digital platform to help them develop the capabilities for earning a better living. The program has seen significant growth through strategic engagements and partnerships with State and Central Ministries, Government Departments, and other entities across India.

Hyderabad, 13 June 2025:  In a move to broaden available, women-focused healthcare, Fernandez Hospital has opened its latest addition — the Fernandez Outpatient Clinic at Bogulkunta. Conveniently located near its flagship hospital’s annexe, the outpatient clinic will provide respectful, expert treatment to women, infants, and children in the heart of the city.

The new addition houses specialist outpatient facilities in one convenient location without sacrificing quality. The Gynaecology department offers specialised consultations and high-tech ultrasonography-guided interventions for ailments such as PCOD, fibroids, infertility, cutting down on stay in hospitals and medical expenses.

The facility also provides Neonatology and Paediatric services, with newborn and child consultations, growth monitoring, and a centralised vaccination service complete with immunisation schedules guided by our experts.

Comprehensive Physiotherapy services offered are antenatal and postnatal recovery care, pelvic floor and post-operative rehabilitation.

Other services include in-house diagnostic services using ultrasonography, sample procurement, in-house pharmacy, private milk expression facilities, and certified lactation counsellors.

“Compassion is the core of everything that we do,” said Dr Evita Fernandez, Chairperson and MD, Fernandez Foundation. “This new clinic is an example of our unbroken vow — to deliver healthcare with dignity, empathy, and clinical excellence.”

New Delhi, June 13, 2025: India’s leading executive search and recruitment firm, Scrabble, has unveiled its Hiring & Compensation Insights Report for the year 2024-25. The report highlights key trends in hiring, compensation benchmarks, and the emerging demand from India’s high-growth industries for seasoned leadership. The report shows a favourable upswing in leadership hiring and compensation trends, while laying out the macro hiring trends for the current and upcoming financial years.

While announcing the annual report, Naveen Tiwari, Co-Founder, Scrabble said, “It’s favourable news that India’s leadership hiring market shows promise and resilience. There has been a clear and strategic shift towards outcome-based, equity-led compensation models. Additionally, we have also seen the job market tilt towards mid to senior leadership talent that can help organisations unlock greater value in certain market cycles. As trusted specialist hiring partners, we foresee a greater demand for critical functions in Finance, Digital Tech, and D2C business leadership roles.”

#1 Key Finding: Resilience in Leadership Hiring across Mid to CXO Levels

The report shows strong momentum in the hiring of mid to CXO-level roles, especially in sectors such as Finance, Enterprise Tech, D2C & Consumer Tech, and BFSI functions. In fact, Scrabble executed more than 500 mandates in the Finance vertical alone, thus signalling a surge of opportunity, especially for roles like CFO, Financial Controllers, and Business Finance. Sectors like Asset Management and Enterprise Tech mirrored the same trend, with a higher proclivity towards 10-20 years of rich industry experience.

Key Highlights:

1. Specialist hiring takes precedence, with a 75% repeat client retention rate.
2. As many as 65% of leadership mandates came from Finance, Enterprise Tech, and D2C/ Consumer Tech firms.
3. Within asset management, Sales Risk, Product and Actuary roles remain in high demand.

#2 Key Finding: Performance + Equity-Led Packages gains tractions

There has been a significant upward shift in leadership salaries, as per the report. In sectors like BFSI, Consumer & Enterprise Tech, the offered compensation has reached stellar levels. Here are some key trends:

1. Start-ups, right from Seed to Series C funded, are offering highly competitive pay packages, closing in on the gap with legacy enterprises.
2. Accountability & long-term retention is driving the trend towards Performance-Linked and Equity-driven compensation models.
3. Tech verticals have a huge demand for talent in emerging technologies like AI/ML and Product Leaders.

Sector-specific & Macro Hiring Trends:

The report further highlights how different sectors like FinTech, SaaS, Manufacturing, Retail & Health Tech, etc., are investing in leadership roles, driving India’s economic momentum.

Key Highlights:

1. While D2C & Consumer Tech have a greater pull for mid-level roles, CXO hiring is gaining momentum in Growth, Marketplace, and Marketing roles.
2. Enterprise Tech seems to be favourably predisposed towards seasoned talent, with 10-15+ experience, and with prior scale-up experience.
3. BFSI witnessed a resurgence in leadership hiring for Finance & Compliance, driven by regulatory changes & renewed emphasis on operational regiour.

Macro Hiring Signals for FY26:

1. Digital-First is the way, highlighting an expected surge in demand for AI/ML specialist roles, FinTech Engineers, and Product Managers
2. Firms backed by private equity or venture capital are seeking CFOs & Controllership heads to navigate funding winters and potential IPOs.
3. In Asset Management, there is a growing need for roles like Institutional Sales & Thematic Fund Managers.
4. Growing demand for D2C business heads and category leaders, with the mushrooming and acceleration of consumer brands and their scale-up, both online and offline.

Scrabble’s Annual Report has been developed after meticulously analysing over 3000 mandates. This offers a peek into the evolving landscape of leadership hiring, especially in a job market that is volatile and rich with opportunities.

India, 13 June 2025 – This Father’s Day, De Beers Group, the world’s leading diamond company, brings to light the evolving dynamics of the father-daughter bond through a heartfelt moment shared between Arjun Rampal and his daughter Myra Rampal — celebrating not only the love between parent and child, but the personal milestones they grow through together.

 In a warm, candid visual, Myra is seen wearing a natural diamond solitaire in her second ear piercing, symbolising a new-age ritual of self-expression and independence — one that her father encouraged and embraced. For both, it marked a moment of trust, mutual respect, and evolving roles.

“She’s always been her own person,” shares Arjun Rampal. “But what’s beautiful is how she lets me be part of her journey — not just as a dad, but as a friend, a student, and sometimes, a little lost until she shows me the way.”

This intimate portrayal highlights how the second ear piercing, once considered a symbol of youthful rebellion, is now a meaningful expression of individuality — often supported and celebrated by fathers who understand that love also means letting go, listening, and learning.

“My second piercing was something I chose for myself,” says Myra. “But it meant so much more when Dad stood by me. It became our moment — a memory I’ll always treasure.”

To capture this dynamic in a modern, light-hearted way, Arjun and Myra have created a delightful reel on Instagram titled “Raising Dads”, where the two playfully explore how daughters shape their fathers — from knowing the top three shades of nude lipstick to understanding the unspoken signs of needing space. The reel beautifully balances humour and emotion, culminating in a tender moment where Arjun gifts Myra natural diamonds for her second ear piercing. You can watch it on @HeeraHaiSadaKeLiye on Sunday, 15th June 2025.

De Beers Group has long stood for timeless elegance, but it also honours personal stories — of legacy, expression, and moments that define us. Because when the bond is this real, love is so natural that only a natural diamond will do.

This Father’s Day, celebrate the quiet beauty of growing together — with shared laughter, sparkle and love that evolves with time.

New Delhi, 13 June 2025: Adani Cement and CREDAI (Confederation of Real Estate Developers’ Associations of India) have entered an exclusive preferred partnership to advance sustainable and high-quality construction in India. The signing took place in the presence of Hon’ble Chief Minister of Goa, Shri Pramod Sawant, during the CREDAI Governing Council Meeting held in Panjim, attended by industry body office bearers and leading developers from across the country.

This strategic alliance brings together Adani Cement and the country’s apex body of private real estate developers, aiming to benefit both organisations and the broader construction industry. Under this collaboration, Adani Cement will leverage CREDAI’s nationwide network of 13,000+ developers to strengthen its B2B outreach, while CREDAI members benefit from Adani Cement’s industry-leading solutions.

Mr Vinod Bahety, CEO – Cement Business, Adani Group, stated: “Our exclusive partnership with CREDAI is a testament to Adani Cement’s commitment to nation-building through sustainable and innovative construction. By joining hands with CREDAI, we aim to accelerate the adoption of world-class cement products and green concrete solutions in India’s real estate sector. This collaboration aligns perfectly with our vision of building a greener, smarter urban future – one where Adani Cement’s technical expertise and CREDAI’s on-ground experience come together to create stronger, safer, and more sustainable structures. We are excited to work closely with CREDAI members and support them with the best of our materials and R&D capabilities, ultimately delivering superior value to homeowners and contributing to India’s growth story.”

In practice, the industry body members will have the advantage of enhancing their project quality in various parameters, including:

• Availability of Adani Cement’s Innovative Concrete Solutions: Availability of Adani’s diverse Ready-Mix Concrete (RMX) and advanced concrete solutions customised to varied requirements – from standard grades to specialised mixes. Notably, this includes Adani Cement’s green RMX range like ECOMaxX ultra high-performance concrete (UHPC), which offers the industry’s broadest range of green concrete with 30–100% lower embodied carbon content compared to conventional concrete. Self-compacting concrete (SCC), Jetsetcrete – high-strength concrete (HSC) and Coolcrete – thermally controlled concrete (TCC) are also included in the range. Such eco-friendly concrete options allow developers to significantly reduce the carbon footprint of their projects without compromising on strength or performance. Adani RMX will soon announce Environmental Product Declaration (EPD) for all their concrete grades via lifecycle assessment (LCA) carried out recently. Support and ease of availability for Adani’s RMX is rapidly growing with its increasing footprint through 101+ plants across the nation.
• Specialist & Premium Cement Products: Benefit from Adani Cement’s wide range of specialist and premium cement brands, such as the flagship Ambuja Plus and ACC Concrete Plus, known for superior strength and durability. These high-performance products will help developers achieve greater structural quality and durability in their projects. It is noteworthy that around 30% of Adani Cement’s total trade sales come from its premium products.
• GRIHA-certified Green Products: Ambuja’s range of innovative and blended cement products such as Ambuja Cement, Ambuja Plus, Ambuja Compocem, and Ambuja Kawach and ACC’s Suraksha, Concrete Plus, Gold, F2R, and HPC, are listed in GRIHA’s (Green Rating for Integrated Habitat Assessment) green product catalogue. GRIHA is a national green rating system developed by the Ministry of New and Renewable Energy, Government of India.
• Advanced Additives & R&D Support: A broad array of advanced additives and admixtures developed through Adani Cement’s deep technical R&D capabilities will now be available for all CREDAI members. This includes proprietary innovations such as Alccofine – a micro fine mineral additive that enhances concrete strength and durability – among other cutting-edge products. Backed by Adani Cement’s state-of-the-art cement and concrete research facilities, these additives enable customised high-performance concrete solutions for complex construction challenges.
• Technical Services: Adani Cement’s technical services team – part of its Adani Certified Technology (ACT) initiative – will closely engage with CREDAI developers to provide material consultancy, quality assurance, and on-site support. Knowledge Sharing initiatives including Concrete Talks on innovative materials and techniques will help further build the capabilities of CREDAI’s member engineers and construction professionals. By combining Adani Cement’s material expertise with CREDAI’s execution capabilities, the partnership is expected to raise the bar for construction quality, safety, and sustainability in upcoming projects.

This announcement comes at a pivotal time when India’s cement consumption patterns are undergoing a significant shift. Traditionally, individual home builders (IHBs) in the retail segment constituted the largest share of cement usage, accounting for roughly 60% of demand. However, rapid urbanisation and infrastructural growth have fuelled a surge in B2B demand – large real estate developments and public infrastructure projects are now driving cement consumption at an unprecedented pace. Government-led construction of highways, metro systems, and smart cities, alongside private sector high-rise developments, is contributing to the ‘non-trade’ segment’s momentum, gradually balancing the once IHB-dominated market.

In particular, the rise of high-rise and skyscraper construction is reshaping urban skylines and construction requirements. With India’s urban population projected to exceed 600 million by 2030, vertical development through tall buildings is becoming essential to meet the demand for urban space. These projects require specialised cement formulations and technical know-how to ensure safety and longevity at greater heights. Adani Cement’s deep knowledge and technical expertise in high-strength concrete and new-age building materials positions it as an ideal partner to support such ambitious vertical developments. From supplying concrete optimised for pumping to great heights, to advising on mix designs for faster setting and higher load-bearing capacity, Adani Cement’s experience will help CREDAI developers confidently undertake taller and more complex projects.

CREDAI’s leadership echoed similar optimism, noting that the partnership will empower its member developers with assured supply and advanced know-how from one of India’s top cement producers. With Adani Cement now contributing nearly 30% of the cement used in India’s housing and infrastructure projects, the tie-up ensures that CREDAI builders can directly tap into this robust supply chain and expertise. Both Adani Cement and the industry body expressed confidence that this synergy will propel quality standards, encourage sustainable practices, and expedite project completion times across the real estate industry.

New Delhi, June 13, 2025:  To mark World Elder Abuse Awareness Day (June 15), HelpAge India launched the ‘Understanding Intergenerational Dynamics & Perceptions on Ageing’ report (India Intergenerational Bonds – INBO Report), a first-of-its-kind national study. Following the release, a panel discussion was held at the India International Centre with government, community, academic, and media stakeholders.

The national study was conducted across 10 metro & non-metro cities (Delhi, Mumbai, Kolkata, Chennai, Bengaluru, Hyderabad, Ahmedabad, Kanpur, Nagpur, and Madurai) covering both the youth & the elderly, belonging to SEC B and C urban households. It combined both the quantitative element along with qualitative Focus Group Discussions (FGDs) to explore perceptions, interactions, and emotional dynamics between youth and elders in urban India.

The study surveyed 5798 respondents, with the proportion of youth (18-30 years) – 70% and elders (60 years & above) – 30%. This study addresses the urgent need to understand emotional, relational, and psychological aspects of intergenerational ties in urban India.

“This report offers both a heartening affirmation and a timely wake-up call. While respect for elders and family ties remain deeply cherished in India—with 86% of elders feeling valued—beneath the surface lies a quieter, more concerning disconnect. Many elders still feel emotionally distant, unheard, or excluded from meaningful engagement. Expressions like ‘We are told the plan, not asked’ reflect a perception-practice gap that must be addressed. Are we truly listening to our elders—or simply assuming we are? As India moves forward with its unique demographic advantage—home to the world’s largest youth population and a rapidly growing elder segment—we must build an age-inclusive society that goes beyond the youth or longevity dividend. The real opportunity lies in unlocking the power of ‘intergenerational value.’ Through intentional collaboration across generations—in caregiving, digital literacy, lifelong learning, and volunteering—we can transform ageing from a phase of isolation into one of shared purpose, where generations are bridged not just in proximity, but in vision and co-creation”, says Rohit Prasad, CEO, HelpAge India.

As of 2025, approximately 12% of the Indian population is aged 60 and above, a figure projected to rise to 19% by 2050. At the same time, India also holds the distinction of being home to the world’s largest youth population, with over 365 million individuals aged 15–29 years.

The report revealed that youth primarily associate elders as being “lonely” (56%), “dependent” (48%), but also “wise” (51%) and “respected” (43%), indicating a mix of empathy and admiration, along with the existence of stereotypical views.

“Young adults, especially those aged 18–24, share strong emotional bonds with their grandparents—particularly in multigenerational households. Interestingly, youth living apart often hold more positive perceptions of ageing, showing that distance doesn’t always mean disconnect. Despite lifestyle differences and digital immersion, youth and elders largely agree on the family’s central role in elder care. Youth acknowledge the generation gap but are willing to bridge it—volunteering to talk to lonely elders, assist with errands, and support digital inclusion. They want educational institutions to help them understand ageing and organize intergenerational activities. And while elders may sometimes feel undervalued, they still want to spend more time with youth, feel uplifted after meeting them, and prefer living in family. That’s the complexity to collectively address —by strengthening the positives and consciously addressing the gaps.” says Ms. Anupama Datta, Policy Research & Advocacy, HelpAge India.

Media greatly influences youth perceptions of the elderly, with 80% saying portrayals affect their views—often showing elders as wise and caring, but also dependent or comic.

 “HelpAge is advancing an intergenerational approach through its #GenerationsTogether initiative—connecting youth and seniors via digital empowerment, volunteering, and shared learning. Recognizing media’s influence on youth perceptions of ageing, we will collaborate with media, industry, and stakeholders to promote age-positive narratives.” says Prateep Chakraborty, COO, HelpAge India.

 Key highlights of the report:

• In non-metro cities, youth and elders report stronger traditional values and intergenerational bonds, but also greater fears about aging and wider perceived generation gaps.
• In terms of proximity to elders, a notable difference in score, is seen between metro city youth (62.52) and those in non-metro cities (65.18), with the latter showing stronger expressions of respect, possibly due to more traditional or community-oriented value systems.
• The overall ‘Value and Respect’ score among youth is 63.59 (out of 100), reflecting a broadly positive outlook on older adults and their societal role. Youth in non-metros score higher (65.18) than metro counterparts (62.52), indicating deeper respect, likely linked to community-oriented values.
• Youth mostly interact with grandparents (49%) and parents (45%), while elders connect primarily with sons (50%) and grandsons (40%), underscoring the family’s central role.
• Although 88% of intergenerational communication is face-to-face, the digital divide persists. While 71% of elders use basic phones, only 41% have smartphones. Just 13% use the internet or social media, and only 5% access services like online banking or health apps. Notably, 14% of elders use no digital tools.
• Barriers to digital adoption include 66% of elders finding technology confusing and 51% fearing errors. Youth serve as key enablers, with 54% of children and 52% of grandchildren acting as digital guides. Yet, youth perceive elders as disinterested (78%) or forgetful (66%), while elders cite youth’s lack of patience (71%) and fast explanations (49%).
• Both groups agree that youths’ busy schedules hinder interaction (elders: 76%, youth: 74%). Youth (25%) feel more judged & scrutinized during interactions than elders (22%). A “generation gap” is acknowledged by both (youth: 51%, elders: 45%).
• Disparities exist in perceived support: elders report high youth assistance with ATM withdrawals (55%) and health insurance (40%), while youth underreport their contributions (23% and 18%, respectively). While 29% of youth claim they offer no financial support, only 6% of elders say they receive none.
• On health, there’s strong mutual support: 81% of elders and 82% of youth believe youth should accompany elders to doctors, and 65% from both sides support help with medication and home care.
• Both generations share similar fears for old age: loneliness (youth: 69%, elders: 68%), poor health (67% vs. 61%), and financial insecurity (62% vs. 58%). They agree that financial security (elders: 70%, youth: 72%) and good physical and mental health are key to a fulfilling old age.
• The desire to live with family remains strong: 88% of youth expect to live with family when old, and 83% of elders currently do or plan to — reinforcing the enduring importance of family-based living.

Recommendations by HelpAge India:

• Schools based intervention – Include ‘Age Sensitization’ programmes or curriculum in schools, so the foundation for an age friendly & age inclusive society is set early in life, fostering empathy and age-respect. Government should consider creating a National Intergenerational Engagement Mission for the purpose.
• Intergenerational care – encourage youth-based community care programmes, and the immensely critical role in enabling and facilitating care system and networks for elders. Elder Care Centres in urban and rural areas with youth volunteers. Under its CSR program, corporate to encourage and incentivise young employees to participate in such activities as volunteers and support informal caregivers via HR policies.
• Sensitization awareness drives & campaigns using popular media, to transform mindsets towards being more age sensitive, caring towards elderly and as importantly valuing potential seniors have in productively contributing and co-creating. A public Awareness Campaigns Against Ageism would be very useful
• Digital inclusion through Youth-Led programmes, creating opportunities for connection, bonding & learning between generations, where tech-savvy youth are paired with elders for digital literacy support. Corporates to play a role in organizing training intergenerational workshops, giving digital devices and encouraging their teams to develop elder friendly features in digital devices and apps.