Category business

14 February, 2024: Vedanta Aluminium, India’s largest producer of aluminium, announces the launch of Vedanta Metal Bazaar, an innovative new e-superstore for primary aluminium that promises to transform the wayit is bought and sold in India. At launch, the superstore offers over750-plus product variants, encompassing the extensive range of offerings from the stable of Vedanta Aluminium. It also features AI-based price discovery, offering customers unmatched value even in the face of fluctuating commodity prices.

Vedanta Metal Bazaar can be accessed directly via the following portal link: https://browse.vedantametalbazaar.moglix.com/catalog/aluminium. It is alsoavailable as a mobile app, ‘Vedanta Metal Bazaar’, which is downloadable through the Google Play Store and Apple App Store.Products on offer include ingots, billets, primary foundry alloy (PFA), wire rods,rolled products, flip coils, hot metal and Restora (India’s first low-carbon aluminium). In addition, the superstore also offerscustomized solutions tailored to the needs of the company’s wide customer base.

Aluminium is a critical raw material forkey sectors such as aerospace, automotive,building & construction,energy distribution, defence and many more. Identified as a vital metal for the global energy transition, it is alsocrucial to emerging sectors such as renewable energy, electric vehicles,green infrastructure and hi-tech manufacturing, earning it the sobriquet ofthe ‘metal of the future’.However, sourcing aluminium was hitherto a complex, resource-intensive process. Buyers must keep track of price movement, negotiate on multiple parameters which is often complex and time consuming, plan logistics andfollow-up for financial reconciliation,often with no visibility of order delivery. Unforeseen disruptions could result in severe production and financial losses at the buyer’s end and tieup significant resources.

With a view to enhance ease of doing business for customers, Vedanta Aluminium has launchedVedanta Metal Bazaar, an innovativee-commerce platform poised to revolutionize the aluminium buying experience.It promises to simplify the entire procurement process, enabling buyers to focus on their business growth rather than wasting time on transactional follow-upsand tracking vagaries of commodity prices and order fulfilment.Aluminium is the second-most consumed metal in the world today, next only to steel.Vedanta Metal Bazaar empowers buyers with just-in-time delivery, real-time AI-based price discoveryand end-to-end visibility of their purchase, right from order placement to delivery. Thisallows for robust production planning and frees up their capital for more strategic investments. It also enables customers to make informed purchase decisions based on order history, dynamic market scenarios, and competitive rates in just a few clicks.

A pioneering new platform, Vedanta Metal Bazaar has been designed from the ground up,taking into account customer expectations towardsensuring a transformative experience. Several global-first features are integrated into the platform, including product availability, online price discovery,long-term contracts,on-the-spot orders, live shipment tracking, financial reconciliation, all critical documentation (such as test certificates, bank guarantees, letters of credit)and a selection of channel finance and logistics providers for customers to choose from to aid their procurement journey.This entire experience issupported by Vedanta Aluminium’spanel of in-house experts, who will be on-hand to guide first-time users and discuss specific customization requirements. The platform has been successfully beta-tested with select clients for a year and is now being rolled out widelyfor all domestic buyers.

Mr. John Slaven, CEO, Vedanta Aluminium said, “As one of the fastest growing economies in the world, aluminium is essential to India’s continued rise. At Vedanta Aluminium, we aredriven by a customer-first obsession to constantly innovate solutions that not only ensure business success for our customers but also contribute to the overall growth of the country. Vedanta Metal Bazaar thus comes as a truly great reflection of what India stands for today: a potent blend of engineering prowess and digital innovation. It offers a world-class experience to a rapidly progressing nation, democratising access to top-quality aluminium by making it readily available to all sections.”

The key features of Vedanta Metal Bazaar include:

• Added access through mobile devices witha user-friendly interface – first in the non-ferrous industry
• Innovative‘Agreement Tool’for streamlining complex negotiations
• AI-powered Spot Orders and Live Shipment Tracking,the first in the metal industry
• No limiton quantity of material purchase
• Unique QR-based product authenticity verification and seamless feedbacksystems
• Reliable panel of channel finance and logistics providers for seamless procurement
• Direct access and simplified, smooth workflows forall customers- large and MSMEs
• Quick access to India’s first-ever low carbon ‘green’ aluminium range, Restora
• Single window to interact with Vedanta’s quality, technical support, product application, engineering, and innovation teams through a dedicated module
• Technical upskilling with access to the company’s Centre of Excellence, comprising a wide community of research institutes, industry associations, and global experts

Sharing his experience, Mr. Manoj Kumar Jain, Senior General Manager, KEI Industries, said, “I am truly impressed by Vedanta Metal Bazaar’s user-friendly platform. It provides all the necessary information, including test certificates, real-time credit balance, order history, as well as live location for dispatches – which is incredibly helpful. The online negotiation and MoU system build trust. I’m excited about upcoming features like live hedging and WhatsApp integration, which showcases their commitment to innovation.”

Mr. Abhishek Aggarwal, owner of Sant Aluminium, an enterprise from Alwar, adds, “As a business owner seeking a hassle-free way to buy aluminium, Vedanta Metal Bazaar exceeded my expectations. The platform is easy to use and there is no limit on purchase quantity. The feedback system contributes to better planning, and the mobile app is a handy tool for on-the-go order tracking. I highly recommend Vedanta Metal Bazaar for a simple and reliable metal procurement experience.”

Vedanta Aluminium, a business of Vedanta Limited, is India’s largest producer of aluminium, manufacturing more than half of India’s aluminium i.e., 2.29 million tonnes in FY23. It is a leader in value-added aluminium products that find critical applications in core industries. Vedanta Aluminium ranks 1st in the S&P Global Corporate Sustainability Assessment 2023 world rankings for the aluminium industry, a reflection of its sustainable development practices. With its world-class aluminium smelters, alumina refinery and power plants in India, the company fulfils its mission of spurring emerging applications of aluminium as the ‘Metal of the Future’ for a greener tomorrow. www.vedantaaluminium.com

February 14, 2024: “The school of schools for the country of countries.” That’s how USC President Carol Folt framed her first visit to India last month in an effort to ramp up the university’s long-standing and multifaceted relationship with the country.

Folt led a delegation composed of deans, faculty researchers and senior administrators on a three-city tour touting the strengths and advantages of USC as a university and research partner of choice for Indian students, businesses and government organizations. Branded “USC–India: Partner the Future,” the trip built on an educational and professional relationship with the country that is more than 50 years in the making.

During the tour that featured an innovation summit, panel discussions and alumni events, Folt and her delegation met with dignitaries, business and academic leaders, hundreds of university alumni, and Indian journalists in Mumbai, Bengaluru and Delhi.

“The time is right now to supercharge the USC–India global partnership,” Folt said to reporters, Indian officials and USC community members. “Through this partnership, our students can develop specialized knowledge and a network of support necessary for launching new products or new businesses, for shaping policy or inventing solutions to challenges in health care, sustainability, science and technology.”

In expressing her desire to create the West Coast hub for a two-way, American-Indian collaboration, Folt stressed that USC intends to continue to find ways to build partnerships with entities based in India. USC, offering a major global research center in the heart of one of the world’s most dynamic intersections of tech, art and culture, provides Indian students and partners with opportunities unparalleled by any other university.

During the trip’s Innovation Summit in Mumbai on Jan. 16, attendees joined Folt, U.S. Ambassador to India Eric Garcetti and industry leaders for presentations and panel discussions. Topics included the role of higher education in supporting India’s initiatives, the importance of an innovative mindset for early-career success, and how the collaboration between India and the USC School of Cinematic Arts is creating future media makers.

USC deans turn momentum into action 

Several USC deans and faculty who have already been conducting research and collaborations with partners in India joined Folt to share specific actions their schools are planning or implementing to fulfill the goals of the Partner the Future mission.

This included the announcement that Gaurav Sukhatme — who has been the executive vice dean of USC Viterbi — will now serve as the inaugural director of the School of Advanced Computing, USC’s newest school. Sukhatme, who was born and raised in India, aims to position USC as one of the leading sources of tech talent on the West Coast. Meanwhile, USC Marshall School of Business Dean Geoffrey Garrett announced a new memorandum of understanding (MOU) with one of India’s premier business schools, BITS School of Management in Mumbai. In addition, USC Viterbi Dean Yannis Yortsos announced an MOU with Indian Institute of Science, Bengaluru.

A top choice among Indian students

In remarks throughout her trip, Folt emphasized similarities between Los Angeles and Mumbai, which have been sister cities since 1972. USC routinely ranks as a top choice among Indian students and draws the third-largest group of students from the country among the 71 public and private U.S. universities that are members of the Association of American Universities.

This fall semester was no exception. Nearly 2,700 students from India are enrolled at USC — marking a 36% increase in Indian enrollment since fall 2019 (pre-pandemic). Indian students now represent 16% of the university’s international enrollment, which exceeded 17,000 this year.

“As a global leader in both education and research, we believe that the bridge between USC and India will provide thousands more students from India with opportunities to pursue their dreams, positioning them to influence development, economic growth, policy and innovation at home and worldwide,” Folt said.

The growing Trojan Family

When students from India first arrive at USC, they have a network waiting for them. They can join the university’s largest student organization, the Association of Indian Students, whose roots go back to the early 1970s. The Trojan Cricket Club, established in 1992, is one of the top five sports clubs at USC, consistently attracting around 200 new members annually.

Folt described the energy of the fast-paced trip as “kinetic” during a meeting with alumni and industry leaders in Mumbai.

“When we ‘Partner the Future,’ we will create new opportunities and unite humanity to take on some of the most pressing global challenges of our time,” she said. “We’re grateful for your support, energy and dedication in bringing the USC spirit to India.”

Bengaluru, February 14, 2024:  Tata Passenger Electric Mobility Ltd (TPEM), a subsidiary of Tata Motors and the pioneer of India’s EV revolution, today announced an exciting reduction in prices of its bestselling EVs – Nexon.ev and Tiago.ev, with the objective of making EVs more accessible to Indian customers.

Key highlights of the price reduction:

India’s most feature rich EV, the Nexon.ev gets a price reduction of up to Rs. 1.2 Lakh
India’s fastest selling Tiago.ev gets a price reduction of up to Rs. 70,000, base model starts at Rs. 7.99 Lakh
Inaugural prices of the recently launched Punch.ev remain unchanged as they already factor in reduction in battery price in the foreseeable future.

Speaking about this price reduction, Mr. Vivek Srivatsa, Chief Commercial Officer, TPEM, said, “Battery costs constitute a substantial part of the overall cost of an EV. With battery cell prices having softened in the recent past and considering their potential reduction in the foreseeable future, we have chosen to proactively pass on the resulting benefits directly to customers.

While EVs have grown rapidly over the last few years, our mission is to accelerate the mainstream adoption of EVs by making them more accessible nationwide. Our portfolio already offers a wide choice of body styles, range and price points for our smart, feature rich EVs. We believe that at these accessible prices, the best-selling Nexon. ev and Tiago.ev become an even more compelling proposition to attract a larger pool of customers.”

EV have shown a strong growth momentum and are substantially outperforming the overall passenger vehicle industry growth. In CY2023, the EV segment grew by over 90% against the 8% growth recorded by the PV industry. This growth momentum has continued in CY2024 with EV sales registering 100% YoY growth in January 2024. TPEM with over 70% market share is the market leader in this fast-growing segment.

As Season 3 of Shark Tank India unfolds, it showcases a plethora of innovative and captivating business ideas. Entrepreneurs hailing from various regions, including Tier-2 and Tier-3 cities, are seizing the spotlight. The show’s influence in fostering and championing the entrepreneurial spirit continues to grow steadily, resonating across the country.

Amit Jain, the founder and CEO of CarDekho, continues his role as a Shark from Season 2 to Season 3, advocating for the growing Indian startup ecosystem by nurturing and guiding the new generation of entrepreneurs. Season 3 has already seen some sustainable and innovative ideas aligned with Amit’s investment philosophy. Till now, he has invested in two companies – The Honest Home Company and Tiggle.

While episode 12 of Season 3 didn’t see Amit closing any deals, it was a compelling experience observing the innovative ideas presented before him. One of the standout pitches from the latest episode came from Amey Desai, the brains behind Lifespark Technologies and their groundbreaking product, WALK. Utilizing haptic technology to combat the freezing of gait, WALK not only impressed the Sharks but also resonated deeply with Amit.

Amit, known for his affinity towards tech-driven solutions with a social impact, found WALK to be a perfect fit for his investment philosophy. He expressed his admiration for the innovation and purpose behind WALK, recognizing its immense potential to make a positive difference in the lives of those in need.

Read about Amit Jain’s learnings from the latest episode in the three pitches below:

WALK:

Amey Desai’s pitch for WALK, India’s first mobility aid for Parkinson’s patients addressed a critical need. I have always been a fan of tech that creates social impact and makes people’s lives better. And WALK does just that. Using haptic tech to combat the freezing of gait was an innovation with a purpose. No doubt, it has huge potential. In Amey, I saw a very sorted and passionate founder with great clarity of thought. WALK ticked all the boxes of my investment philosophy, which is why I made them an offer. I’m really excited to see WALK’s journey and watch them create an impact in lives that need it. Congrats to Amey for securing a deal!

Raja Rani Clothing:

The super cute couple, Mohit and Priya, the sole proprietors of Raja Rani Clothing, presented a pitch with the potential to address the skill gap in the huge tailoring industry in India. Their academy, which has a great student base (20k+ average students in August), was an important aspect of their scalable model. Their online-offline hybrid model was something I admired for flexibility, and their focus on practical skills is also worth highlighting. But in this competitive space, scaling without compromising quality is important.  Such startups will be the foundation of a developed Bharat. Creating profitable sustainable businesses, generating local employment, and creating a new category digitally. When I see such startups I feel super excited and feel Bharat is rising! Wishing the sweet couple all the best, Rise and Shine!

Decode Age:

Rakesh, Parth, and Darshit’s Decode Age, India’s first longevity-focused company, presented a bold vision: 80s being the new 50s. Their 3P approach – Prevent, Predict, and Personalize – sounded promising. This subject of reverse ageing is being globally researched and has a huge potential. I couldn’t find the right to win here, the innovation part of building a 10x better product was missing, to me it seemed importing product/tech and to deploy as a service here. For that reason, I chose to skip an investment in Decode Age at this point. Wishing them all the best!

More than ‘deals’ or ‘no deals’, Shark Tank, for me, is about putting a spotlight on the raw potential of entrepreneurs from every part of the country, the challenges they face, and the decisions we investors have to make in helping these businesses with these challenges. Sometimes the dots connect, and sometimes, there’s a ‘next time’.

Stay tuned for the next episode of Shark Tales!

Mumbai, 14 February 2024:  Thrilling news for parents seeking playful and stylish havens for their little ones! Renowned kids’ furniture brand Smartsters is on a mission to spread even more joy and comfort, expanding its presence with exciting new store openings across India. Their partnership with Crossword and Hamleys extends far beyond, with plans to open up to 10+ Smartsters Shop-in-Shop locations in PAN India across major cities like Delhi, Mumbai, Chennai, Goa, Pune, Ahmedabad, and Noida. This exciting collaboration not only enhances accessibility but also introduces Smartsters to a wider audience of parents and children, fostering a love for quality and style in kids’ furniture. In Ahmedabad, a dedicated standalone store awaits at Palladium, promising a magical space filled with Smartsters’ signature charm.

After the launch of the inaugural Shop-in-Shop concept at Crossword’s flagship retail store at Kemps Corner, followed by expanding its Shop-in-Shop presence partnership with Hamleys to bring its unique designs to DLF Mall, Noida, Delhi NCR, and the recent successful launch of its standalone store at KOPA mall in Pune, Smartsters continues to spread joy and comfort to young ones across India!

Ashni Biyani, the visionary force behind Smartsters, expressed her enthusiasm, stating, “Our journey is guided by the belief that every child deserves a space that sparks creativity and comfort. The recent expansions reflect our commitment to making Smartsters an integral part of homes across India. We look forward to creating magical spaces for children everywhere.”

Building upon its existing 3 stores (1 standalone & 2 Shop-in-Shop), Smartsters is committed to making its delightful creations accessible to families nationwide.

With this strategic move, Smartsters remains unwavering in its dedication to quality, innovation, and child-centric design. The brand strengthens its position as the go-to destination for parents seeking the perfect blend of functionality and style in kids’ furniture. This expansion not only underscores Smartsters’ dedication to nationwide accessibility but also positions them as a frontrunner in the evolving children’s furniture market.

Stay tuned for more exciting updates as Smartsters continues to spread joy and comfort to young ones across India!

New Delhi, 14 February 2024: According to a study conducted by Forrester Consulting, commissioned by Experian, a leading global information services provider, India has recently experienced a significant upswing in fraudulent activities. The study reveals that a staggering 64% of respondents acknowledged experiencing an increase in fraud losses over the past year. This concerning trend is compounded by the fact that 67% of these respondents are currently grappling with the challenges of keeping pace with the rapidly evolving landscape of fraud threats.

The study underscores that the future of effective fraud prevention lies in the realm of artificial intelligence (AI) and machine learning (ML) technologies. These cutting-edge solutions possess the capability to rapidly analyse extensive datasets, promptly identify anomalies, and unveil fraudulent patterns. This proactive approach not only safeguards businesses from substantial losses but also represents a crucial step forward in fortifying the integrity of financial ecosystems.

Notable surge in fraud losses for financial services

The findings reveal that year-on-year fraud losses are increasing for nearly two-thirds (64%) of respondents, with financial services organisations reporting the biggest increase in losses. There are several factors driving this surge in fraud attacks, such as persisting financial pressure on consumers, numerous data breaches leaking sensitive information onto the dark web, and the arrival of publicly accessible Generative AI – which has lowered the technical skills required to conduct fraud.

The volume of fraud attacks has gone up in almost every category. Synthetic identity attacks, where real and fake information are combined to form new identities, are on the rise, particularly in financial services sector. This is closely followed by identity theft attacks and account takeover attacks. In the eCommerce sector, friendly fraud attacks, where customers dispute legitimate charges, have grown the most for merchants, followed by synthetic identity attacks.

Fraud prevention hurdles: fingerprinting and referral surge

According to the study, the biggest challenge limiting businesses’ ability to prevent fraud is a lack of device fingerprinting for fraud identification (62%). The second is an increasing number of referrals, causing increased delays and costs (56%). Recognising the urgency, businesses emphasize the crucial role of device data in passive customer screening.

The top fraud-related priority is improving the explainability of ML models (65%), which shows how important ML has become to fraud prevention. Transparent ML models allow for human oversight so that unintentional bias can be identified. This capability is essential to ensure ethical AI use and to comply with a future AI regulatory framework. 

AI/ML: shaping the future of fraud prevention

Nearly two-thirds (67%) of businesses believe that the future of fraud prevention will be driven by AI/ML-powered solutions. The main benefits of using ML fraud solutions are an increase in acceptance rates, reduced losses through greater fraud detection accuracy and a decrease in the volume of manual reviews and false positives. This is critically important, considering that 73% of businesses find that false positives cost their business more than fraud losses.

The research shows that the most crucial factor when considering AI/ML-based fraud prevention – for 88% of respondents – is continual automatic model retraining to stay at pace with an evolving fraud threat. As Generative AI heightens the fraud risk, this capability is critical for businesses to rapidly respond to changing fraud patterns and stay at the forefront of fraud prevention.

“As technology advances, the landscape of fraud undergoes shifts, creating new complexities. The rise of advanced technology transforms fraud dynamics, challenging established securities, and breaking down barriers. Addressing this challenge requires a potent solution – Artificial Intelligence (AI). Unlike traditional methods, AI excels in swift adaptation and real-time analysis, actively defending against ever-changing threats. Unlocking the power of data and machine learning, AI becomes a custodian at digital gateways, ensuring consumer protection and preventing substantial losses for businesses. It plays a pivotal role in fortifying security, protecting businesses from significant financial risks, and building a robust credit ecosystem.” says Manish Jain, Country Managing Director, Experian India.

Mumbai, 14th February 2024: Attention all K-drama enthusiasts! Mark your calendars and get ready to fall in love this Valentine’s Day with Suspicious Partner, a show that is as thrilling as it is romantic. Premiering on February 14th, Zee Café’s Hallyu Nights will bring you this captivating series every weekday at 7 PM, making it the perfect way to celebrate love with a dash of suspense. So, cozy up with your special someone or gather your gal pals for a viewing party because “Suspicious Partner” is set to steal your hearts with its blend of legal drama, sizzling romance, and hilarious moments.

The show offers a mix of legal drama, suspense, and steamy romance. Prepare for courtroom battles intertwined with a gripping murder mystery, all while Ji Chang Wook and Nam Ji Hyun’s undeniable chemistry ignites the screen. Their characters, a prosecutor, and a lawyer, evolve from bickering foes to true loves, while a quirky supporting cast adds warmth and humour. While the middle dips in pace and some twists might be predictable, the show seamlessly blends thrilling moments, hilarious slapstick, and heartfelt drama. If legal K-dramas with strong female leads and sizzling romance pique your interest, dive into “Suspicious Partner” only on Zee Café.

Will Love Prevail? Unravel a Murder Mystery This Valentine’s Day with Suspicious Partner from 14^thFebruary on weekdays at 7 PM only on Zee Café

ZEE 24 Ghanta, one of the premier 24X7 news sources of Bengal, is thrilled to announce the triumphant return of Ananya Samman, a tribute to the extraordinary resilience and achievements of remarkable individuals. The channel continues its tradition of honoring those who have risen above challenges to achieve greatness.

Driven by Zee 24 Ghanta’s unwavering commitment to enrich and empower our audience, the 15^th edition of Ananya Samman is scheduled to take place on 15^th February 2024. It looks forward to celebrate the unsung heroes who embody the values of courage, integrity, and selflessness. From grassroots activists to community leaders, this prestigious event will pay homage to those who have dedicated their lives to serving others and fostering positive change.

Through captivating storytelling and heartfelt tributes, Ananya Samman shines a spotlight on the remarkable journeys of individuals who have overcome adversity to make a profound impact on society. Their stories serve as a beacon of hope and inspiration, illustrating the transformative power of compassion and determination.

In the previous Ananya Samman edition, luminaries such as Soumitra Chatterjee, Leander Paes, Jhulan Goswami, Asha Bhosle, Sharmila Tagore, Kapil Dev, Ustad Amjad Ali Khan, Lata Mangeshkar and many more  were recognized for their extraordinary achievements across cinema, sports, music, and culture, exemplifying excellence and inspiring generations. Once again, Ananya Samman will convene a distinguished jury comprising celebrities, luminaries of Kolkata, and experts from various sectors to recognize and honor the outstanding achievements of our deserving awardees.

Abhay Ojha, CEO of Zee Media Corporation Limited, expressed, “Through powerful storytelling, we share the narratives of unsung heroes whose acts of kindness and courage inspire us all. Ananya Samman continues to inspire by showcasing the extraordinary resilience and achievements of individuals who have left an indelible mark on society. Anchored in our mission to empower and uplift our audience, Ananya Samman celebrates the courage, integrity, and selflessness embodied by these exceptional individuals.”

Mona Jain, CRO of Zee Media Corporation Limited, further emphasized, “Ananya Samman represents our commitment to transcending boundaries and amplifying the voices of unsung heroes across Bengal/Kolkata. It goes beyond being a mere event, emerging as a dynamic force for engagement and empowerment. It symbolizes our collective journey towards positive change, fueled by the limitless potential of human kindness and resilience.”

Presented in collaboration with Sreleathers , Elegant Steel and Mukhorochok, and co-powered by the Indian Institute of Hotel Management and Berger Home Shield, Ananya Samman is proud to have DEAR Lotteries, Tata ACE, Alliance Broadband, Orient Jewellers and Narayana Health as its special partners. This  event promises to be an unforgettable celebration of Bengal’s indomitable spirit and the extraordinary achievements of its people.

Zee Media Corporation Ltd, one of India’s leading media companies, has a strong presence in the news and regional genres. It has 16 news channels in seven languages, reaching more than 528+ million viewers through its linear and digital properties.

Mumbai, 14 February 2024: Amazon miniTV, Amazon’s free video streaming service, recently released their much awaited fourth and final season of its popular teen romance series, Crushed. Taking the story forward, this season dives deeper into the lives of Aadhya and her friends as they deal with new challenges and dynamics in their school life. The storyline takes a romantic turn with the sudden return of Samvidhan, resulting in an emotional conflict between him and Aadhya. The series boasts a wholesome blend of emotions, drama, and heartwarming moments. It stars Aadhya Anand, Arjun Deswal, Rudhraksh Jaiswal, Urvi Singh, and Naman Jain in key roles.

Talking about her character, Aadhya Anand, who essays the role of Aadhya Mathur in the series, shared, “As an actor and individual alike, there was a lot to learn from all four seasons. In the series, my character comes across many situations, which I too had to tackle in real life. Thanks to my character, I was able to grow along with her. I think Aadhya Mathur has come a long way, and the same goes for me too. I think one faces a lot of battles in their teenage years, as has Aadhya. And all of them combined have made her a stronger person.”

She further shared her thoughts on the series’ relatability quotient. “There are many instances that I relate to. In Fact, the whole show is highly relatable for that matter. I believe that Crushed is one such story that will resonate with everyone. There is a lot to take away from the show,” expressed Aadhya.

Get ready to dive into the lives of audiences’ beloved teens and embark on a journey of nostalgia, love, and friendship with the final season of Crushed. Created by Dice Media and directed by Mandar Kurundkar, all 4 seasons of Crushed are streaming exclusively on Amazon miniTV, available on the Amazon shopping app, FireTV and Play Store.

Chennai, February 14, 2024: UltraTech Cement’s grinding unit, Arakkonam Cement Works, located in Ranipet district of Tamil Nadu, has through its corporate social responsibility (CSR) initiative helped over 2,000 rural women from low income families secure sustainable livelihoods and enhance their standard of living.

Arakkonam Cement Works unit adopted five villages namely, Kumpinipet, Melpakkam, Thandalam, Parithiputhur and Chitteri, located in the vicinity of the unit as part of its CSR initiative to help secure sustainable livelihoods for women from marginalised sections of the community. The women in these villages were dependent on unskilled labour, animal husbandry and agriculture to earn their livelihoods. As the work was seasonal and erratic, the women remained financially dependent. Given the potential of tailoring and embroidery for self-employment as well as employment in the local textile units, the unit CSR team setup a training facility and commenced free tailoring and embroidery training for the women.

So far, 2,202 women from three villages of Chitteri, Thandalam and Parithiputhur have been trained. After successful completion of the training, the women were awarded certificates. Training for women from the other two villages is currently underway. About 800 of the trained women have been gainfully employed in local textile companies such as Ammayapper Textiles. The other trained women have also been able to augment their income by providing tailoring services locally.

UltraTech undertakes its social initiatives under the aegis of The Aditya Birla Centre for Community Initiatives and Rural Development with Mrs. Rajashree Birla as its Chairperson. UltraTech’s CSR focus areas are education, healthcare, sustainable livelihoods, community infrastructure and social causes. UltraTech reaches out to more than 1.6 million beneficiaries in over 500 villages in 16 states across India through its CSR programmes.