Latest F5 research reveals 74 percent of Indian consumers are willing to sacrifice data security for convenience

BENGALURU, APRIL 19, 2023 – F5’s (NASDAQ: FFIV) latest report Curve of Convenience 2023 Report: The Pursuit of APIs has revealed that 74 percent of Indian consumers are willing to grant companies access to their data in exchange for better utility and customer experience, with 93 percent willing to save sensitive data onto websites and applications for a more streamlined process.

In recent years, it has become standard practice for users to log in to websites and services using third-party authentication, such as through a user’s existing Google or Facebook accounts. These trends reflect a collective desire for convenience, speed, and personalisation at every stage of a consumer’s digital experience. These features are often enabled by Application Programming Interfaces or APIs, which help improve efficiency and are applicable to almost all businesses processing digital transactions. Like any web application however, these APIs can be exploited and abused unless properly protected, resulting in security breaches and fraud, putting entire digital ecosystems at risk.

“Today’s consumers are more inclined towards convenience over security, giving businesses a tough time maintaining the balance between the two while ensuring the utmost security for customers’ sensitive data,” said Dhananjay Ganjoo, Managing Director, India and SAARC, F5. “This can be overcome with the help of a suitable checklist and security solutions that enable continual discovery and protection of APIs. Cloud-focused solutions such as F5 Distributed Cloud WAAP implement a comprehensive API security model that enhances risk management and fosters digital innovation.

“Although APAC consumers are willing to share their data, it is important for organisations that deliver digital services to be reminded that they must also be proactive in seeking out trustworthy security providers to secure their data,” said Jessie Tung, Growth Strategist & Co-founder, twimbit. “Thus, it is important for them to deliver holistic data security measures to gain the trust of both the service provider and end user.”

With a growing reliance on digital services and consistent headlines about data breaches, APAC consumers are also increasingly concerned about data security. The Curve of Convenience 2023 report also revealed that over 67 percent of Indian consumers are ready to withdraw support from a company in the event of a data breach despite offerings like leading services and products, with 58 percent interested in knowing the sensitive data compromised during a data leak. These findings signify the importance of data security in the minds of Asia – Pacific consumers and businesses, many of which do not prioritise it at risk of losing their competitive edge.

Report Highlights

  • 52% of Indian consumers are likely to continue with a brand in the event of a data leak. Within this group, 38% may leave for another brand permanently after the data leak.
  • A strong brand image is critical to gain trust amongst most consumers. 68% of Indian consumers trust companies with strong brand images.
  • Digital payments the way forward. 58% of Indian consumers prefer digital payments, and this number is likely to continue to rise.
  • APAC consumers have a strong reliance on digital services. This reliance can be witnessed in digital payment services, with 8 out of 10 surveyed APAC consumers having transacted online within the last 12 months. The survey results also showed that 69% of consumers in APAC have used more than 1 digital payment method over the last 12 months.


A follow-up to the 2020 survey, this year’s study was conducted in Q4 2022, with over 2,300 respondents from 8 APAC regions: Australia & New Zealand, China, India, Indonesia, South Korea, Japan, Singapore, and Taiwan.

Additional Resources

  • Download the full F5 Curve of Convenience 2023 Report: The Pursuit of APIs

Krafton’s Digital Campaign for Road to Valor: Empires Uses Humour and Emotions to Showcase the Thrilling Nature of the Game

Krafton’s Digital Campaign for Road to Valo

New Delhi, April 19th, 2023: KRAFTON, Inc., the South Korean game developer recently launched a digital-first campaign to promote the release of its latest game Road To Valor: Empires. The campaign, comprising of three unique films, leverages humor and characters to give players an authentic look into the world of Road to Valor: Empires, in an engaging and relatable manner.

KRAFTON’s newly launched Road To Valor: Empires is a real-time player-versus-player (PvP) strategy game that has been reimagined for the Indian audience to include various India-specific features and updates. Reflecting the localized nature of the game, the campaign films are designed to provide the Indian audience with a unique insight into the gameplay, story, and characters. Furthermore, the three films are produced in a crisp format in order to appeal to the short attention span of users and highlight the gameplay experience effectively.

The first film, titled Viking Wali Feel, highlights the game’s thrilling gameplay. The film follows Gaurav, an avid Road To Valor: Empires player, who is part of the Viking camp – one of the various civilizations from the game. Immersed in the game, as Gaurav’s mother approaches him to offer him breakfast, Gaurav declares to his mother with a gusto that, “Bowls mein bacche khaate hain, Vikings nahin,” and then proceeds to eat his breakfast out of a horned Viking helmet.

The second film, titled Phaijjal Ka Badla, illustrates how games can evoke intense emotions. In this film, player Phaijal2304 is tired of losing the game to his nemesis Ramadhir1505. The day finally arrives where Phaijal2304 exacts his revenge by defeating Ramadhir1505 in the game, eliciting emotions of extreme joy but the question remains, who is Phaijal2304? The incorporation of the pop cultural references evokes familiarity and captures the viewer’s attention.

The third film, titled Don’t Let Your Heroes Down, brings the world of Road To Valor: Empires to life. This film follows a player who is rather unbothered by his loss in the game. Shortly after this, he is encountered by the great general Caesar – his character from the game, in real life. Caesar expresses his disappointment by breaking the player’s phone and urges him to perform better and take his battles seriously, to uphold the Roman military legacy.

Commenting on the campaign Sean Hyunil Sohn, CEO, KRAFTON, Inc. India said, “We are thrilled to launch our latest digital campaign that celebrates the release of our new game Road To Valor: Empires. Road To Valor: Empires has been created specifically for our Indian audience and we believe that the films will resonate with the players and introduce them to the mythical world of the game. India has a tremendously talented strategy game fanbase and we have curated this campaign that combines dry humour and pop culture to engage with them. Our goal with Road To Valor: Empires is to provide players with a localised experience that feels authentic and engaging, and we believe that these films truly reflect that goal.”

Arjun Kapadia, Founder & CEO at Been There Done That Media commented, “When approached by KRAFTON, Inc. to promote their new game “Road To Valor: Empires,” we embarked on creating an ad film that celebrated the game’s strategic gameplay. Our approach was centred around the character of “Phaijjal,” and infused a touch of humour to captivate the target audience. Our objective was to create a captivating and memorable ad film that showcased the game’s strategic elements. We take pride in being a part of this launch project and are committed to delivering outstanding advertising solutions for our client’s brands and products.”

Nitin Menon, Director of Retro Films had to say about the campaign, “Gamers are passionate creatures. Every game they play becomes a matter of life and death in their heads. Every victory is celebrated and every loss is personal. There’s a lot at stake, at least inside their heads. We just took that thought forward and upped the stake with a bizarre spin. Every time they play, they’re not just playing for themselves, but also shoulder the responsibility of an entire empire and its heroes. So consequently every loss is literally like letting their heroes down.”

Road to Valor: Empires is now available for download and play on visit Google Play Store and Apple iOS Store. For the latest information, please visit the official India website, Instagram, Facebook and YouTube pages of Road To Valor: Empires.

CleverTap launches Scribe, an OpenAI integrated content creation

MOUNTAIN VIEW, Calif. and MUMBAI, India, Apr 19, 2023 – (ACN Newswire) – CleverTap, the World’s #1 retention cloud, today announced the integration of OpenAI with the CleverTap platform and launched its AI-generated content creator Scribe. The AI content feature can generate campaign creatives, analyze emotions, and rewrite them keeping in mind a specific emotion that resonates with the brands’ users. The feature will be rolled out to customers in April.

Scribe can interpret the emotion of messages and suggest the best alternative that users are more likely to engage with. Growth marketers can now auto-generate emotionally relevant copies and expedite content development by using just a few keywords on Scribe. The technology enables brands to automatically determine the tone of their messages. Marketers can leverage user engagement data based on emotion analysis to develop hyper-personalized content that is consistent with the brand, and also resonates with the user. Scribe is currently available to CleverTap Enterprise Customers on an invite basis.

Based on studies showing how much more value an emotionally connected customer adds, CleverTap has identified five fundamental emotions in MarTech. Namely, fear of missing out (FOMO), anticipation, trust, joy, and surprise – that are integral parameters in the digital world. Scribe has the capacity to produce and analyze content taking these factors into account. For digital-native businesses aiming to boost conversions with the aim of emotionally intelligent content, this will be a game-changer – driving increased visits, swipes, and spending.

Although marketers can personalize the way their customers connect with a brand, they will be able to go a step further with Scribe and customize the emotion of the messages marketers send out. Consider the following two examples of messages that have the same meaning but vastly different emotion scores – ultimately appealing to different audiences.

1. 50% off on shoes! The offer ends tonight!

2. Hurray! You have won 50% off on shoes. The coupon is valid today.

“Studies show that marketers only have 2 seconds to capture users’ attention in the digital realm. This gives marketers a very brief window to engage their users by tapping into the right emotions and AI enables brands to build these customized campaigns. These advancements in AI will open up the next frontier for marketers and bring back the ‘tech’ in MarTech.” said Jacob Joseph, Vice President Data Science, CleverTap, “We’re excited to launch Scribe – our very own OpenAI powered AI content creator to help our customers generate personalized, emotionally relevant messaging to stay connected with users and strengthen digital relationships.”

ICRI announces New Collaboration with Suresh Gyan Vihar University in Jaipur

New Delhi, April 2023: ICRI,a leading institute offering new-age programs, announced its new collaboration with Suresh Gyan Vihar University. The collaboration will offer various Allied Health, Agriculture and Data Sciences courses.

ICRI was established in 2004 for Indian students in the areas of futuristic careers offered by industries like Aviation, Logistics, Clinical Research & Healthcare, Psychology, and Allied health through practical-oriented PhD/MBA/BBA/ MSc/ BSc courses along with a vision to bring an edge in education through launching new courses in AI, Cyber Security & Data Analysis. ICRI is the largest Institute in India that offers new-age careers with a 19000+ Alumni network.

Suresh Gyan Vihar is the First Private University in Rajasthan to be accredited “A” Grade by NAAC. Suresh Gyan Vihar was recognized for its quality in education delivery and research potential by the NAAC Council of Higher Education Ministry of the Government of India. To elevate the quality of higher education learning in Rajasthan, the state government offered Suresh Gyan Vihar University status among the few prominent education institutions in the state.The Government of Rajasthan established Suresh Gyan Vihar University.

Dr. A. Haldar- President of Suresh Gyan Vihar University, said, “ Suresh Gyan Vihar is delighted to partner with ICRI, who are focussed on futuristic programs through their unique University- Industry partnership model with a history of imparting High-quality training in new-age careers. We look forward to a path-breaking program in B.Sc-Agriculture Technology management, B.Tech in cyber security and B.Tech in data science & Meta verse and leading to the creation of a center of excellence in these domains at Suresh Gyan Vihar University.”

Commenting on the collaboration, PHR Virendra, GM of Strategic Alliance, said, “We are delighted to collaborate with ICRI to provide our students with greater opportunities in learning. Suresh Gyan Vihar has been a NAAC A university for the past three years with an aesthetic infrastructure that provides a good learning experience. It is well connected to the city. Since it falls under the green flying zone, the students can get exposure to Drone Technology which is an integral part of our program, BSc Agriculture & Technology Management. University is also offering the best environment for B.Tech students. ICRI will run B.Tech Cyber Security &B.Tech Data Science.”

Delighted on the alliance, KanishkDugal- COO of ICRI, said, ” We are pleased with our collaboration with the prestigious Suresh Gyan Vihar University. We aim to achieve the highest academic excellence to meet global standards with relevance to the needs of the industry.We are dedicated to nurturing our students with the environment and training that aids in enriching the students with the knowledge and right skills.”

CLIRNET, launches India’s first AI-powered Doctor’s Assistant (AiDA)

April 19th, 2023:CLIRNET, India’s fastest growing community of doctors, has announced the launch of AiDA, the Artificial Intelligence (AI) powered Doctor’s Assistant. AiDA is designed to assist doctors and medical practitioners in their daily practice by providing a quick, probable, and accurate diagnosis. Built on top of the OpenAI platform, AiDA is a state-of-the-art tool that leverages advanced machine learning algorithms and natural language processing techniques to support doctors in making informed decisions, minimizing potential of human error, and providing the best possible care to their patients. The benefits will be reaped by doctors across India, including those practicing in the remotest areas.

AiDA in its first phase will help doctors with Differential Diagnosis (DDx) based on natural language queries, something the doctor community has sought for a long. Excellent results have been obtained from the initial usage tests with doctors pan-India. DDx will assist the doctor to make an informed diagnosis by suggesting a list of medical conditions (with associated probabilities) that share the same symptoms. Requiring minimal tech skills, AiDA will help doctors achieve diagnostic excellence. This will create a deep positive impact on patient outcomes and reduce mortality.

AiDA is built using the powerful AI technique called transformers. It is a large language model (LLM) trained on millions of published articles, CLIRNET content, clinical studies, PubMed papers, and other similar texts. Its Natural Language Processing (NLP) engine allows it to understand conversational English, while the LLM along with the Generative Pre-transformer finds relevant responses and explains them in plain English.

“CLIRNET is committed to improving healthcare outcomes by leveraging the power of technology. With AiDA, we are taking a big step towards achieving our goal. AiDA is designed to make life easier for doctors by providing them with the support they need to make accurate and informed decisions. The benefits will be reaped by doctors across India, including those practicing in the remotest areas. We are confident that AIDA will be a game-changer in the healthcare industry,” said Mr. Saurav Kasera, co-founder of CLIRNET.

“We believe that AIDA has the potential to revolutionize the way doctors practice medicine. By leveraging the power of AI, we can empower doctors with the tools they need to provide better patient care, reduce diagnosis times, and improve treatment outcomes. We are excited to launch AIDA within such a short time and look forward to seeing it make a positive impact on healthcare outcomes,” added Mr. Kasera.

The CLIRNET platform including AiDA is free for all verified doctors practicing in India.

Kalyan Jewellers to open its 11th UP showroom at Greater Noida

Greater Noida, 19th April, 2023: Kalyan Jewellers, one of India’s leading jewellery brands, today announced that it will be launching its 11th showroom in the state of Uttar Pradesh, making a foray into the state’s largest market in Delhi NCR, at Greater Noida. The showroom is scheduled to be inaugurated on 18th April 2023 by Bollywood star Ranbir Kapoor.

Kalyan Jewellers’ new showroom located in Gaur City Mall, Greater Noida is part of the company’s strategy to expand its retail footprint and operations in the region, providing customers with easier access to the brand. The showroom will feature an extensive range of designs from Kalyan Jewellers’ jewellery collections, presented in a world-class ambience. Additionally, the Kalyan Special Gold Board Rate, which is the lowest in the market and standardized across all company showrooms, will apply, ensuring a seamless and service-backed shopping experience.

In celebration of the showroom launch, Kalyan Jewellers is offering a unique promotion of 0% making charges on half the purchase value for customers shopping for a minimum of Rs. 1 lakh. These offers are valid for a limited period only.

Mr. Ramesh Kalyanaraman, Executive Director of Kalyan Jewellers, said, “We are delighted to announce our foray into Greater Noida, which is one of the largest markets in the region. Uttar Pradesh has always been an important market for Kalyan Jewellers, and our new investments in the region reflect our commitment to further strengthen our presence. We believe Greater Noida offers tremendous untapped potential and will help us boost the overall growth momentum, on the back of our strong foundations laid in the region.”

The jewellery retailed at Kalyan Jewellers is BIS hallmarked, and go through multiple purity tests. Patrons will also receive the Kalyan Jewellers 4-Level Assurance Certificate which guarantees Purity, Free Lifetime Maintenance of ornaments, Detailed Product Information Transparent Exchange and Buy-back policies. The certification is part of the brand’s commitment towards offering the very best to its loyalists.

The showroom will also stock Kalyan’s popular house brands such as Lila –diamonds & semi-precious stone jewellery, Tejasvi – Polki jewellery, Mudhra – handcrafted antique jewellery, Nimah – temple Jewellery, Glo – dancing diamonds, Ziah – Solitaire like diamond jewellery, Anokhi – uncut diamonds, Apoorva – diamonds for special occasions, Muhurat – wedding jewellery and Rang – precious stones jewellery.

DSP Asset Managers launches DSP Gold ETF

Chennai, April 19, 2023: DSP Asset Managers announced the launch of DSP Gold ETF, an open-ended exchange-traded fund (ETF) replicating/tracking domestic prices of Gold. At a time when favorable macro factors and strong fundamentals indicate a good time to buy Gold, this new ETF offers investors an easier way to buy or sell gold compared to the physical version with the freedom to trade easily.

Investments in gold have typically done well at a time when there is a weakness in the dollar. With factors such as a global slowdown, the post – covid jump in the dollar, and expected monetary easing, the dollar is expected to weaken going forward, which could start a multi–year bull market in Gold. With global liquidity drying up, demand for Gold investments coming back and improvement in Central banks’ holding, the fundamentals are strong for a bullish gold outlook.

Holding gold in one’s portfolio can help to smoothen their investing journey as Gold is an asset class whose prices typically move in a different direction from other asset classes. Such diversification in their portfolio can help it fall lesser during times of a downturn. However, being a cyclical asset class, entering at the wrong time can impact returns in the short term.

The New Fund Offer for the DSP Gold ETF opens on April 17th, 2023, and closes on April 24th, 2023.

Anil Ghelani,“Just as it is important to have a well-balanced diet for good nutrition, we should consider having a well-diversified portfolio with some Gold ETFs. Gold gives us an opportunity to hedge against a standard ‘equity-debt portfolio’ due to its low correlation with equity and often a negative correlation with debt as an asset class. Rather than taking a tactical view, I would suggest investors seek guidance from their trusted advisor and consider holding Gold ETFs on an ongoing basis, as a strategic asset allocation, in the range of 5 to 10% of your portfolio,” says Anil Ghelani, CFA, Head – Passive Investments & Products, DSP Asset Managers.


“With bulk of interest rate hikes likely behind us and continued volatility from global uncertainty, gold prices are expected to see upward movement. With China opening up their economy, and India seeing demand going back to pre-covid levels, Jewelry and Investment demand from the world’s two largest gold consumer nations is expected to pick up, building a good case for Gold,” says Ravi Gehani, Fund Manager, DSP Asset Managers.

Beyond Key has been crowned TITAN Business Awards Gold winner 2023

TITAN Business Awards Gold winner 2023

New Delhi, 19th April 2023: Beyond Key, a global IT consulting and software services company, has been crowned the 2023 Gold winner of the TITAN Business Awards within the information technology (IT) category. The company’s efforts to establish itself as a pioneer in the fields of innovation and technology have reached yet another significant milestone with this accomplishment.

The Titan Business Awards are one of the most prestigious and well-respected accolades in the business world. Winning this award demonstrates Beyond Key’s dedication to providing its clients with the finest calibre IT consulting services. The company’s commitment to developing innovative solutions has earned it a well-deserved reputation as one of the leading players in the field, and this award is a testament to their hard work and dedication. By showcasing its ability to identify and address innovative solutions for complex technological challenges, Beyond Key has attained this significant milestone. The award recognizes the company’s outstanding contributions to the IT industry and its overall customer-centric attitude.

Beyond Key has been at the forefront of the IT industry for many years, providing cutting-edge solutions and services to its clients. With its superlative expertise, the company has been bridging the gap between technology and business while focusing on developing scalable software solutions that go above and beyond for its clients. The company has been able to operate with greater efficiency and provide its clients with top-notch solutions by utilizing the relevant technologies. Beyond Key has industry and technology professionals that can assist in developing the best solution to meet a company’s needs. Furthermore, to provide its clientele with satisfying solutions, it has been utilizing the most relevant and appropriate technologies.

The Titan Business Awards acts as a primary awards programme that mainly respects and appreciates exceptional innovations made by business units, companies, and organizations, as well as creative services, business technology solutions, goods and services, and business websites both locally and internationally. They give honor to organizations and people who have excelled in their professions. A group of business leaders who are specialists in the field examine the nominations for the awards, assessing each one according to performance, innovation, and customer service.

Commenting on the achievement, Piyush Goel, CEO at Beyond Key, said, “We are truly honored and thrilled to have been announced as the winner of this prestigious award. We will continue to innovate and push the boundaries of technology as we strive to make a positive impact on the world”. They anticipate providing their consumers with the same passion and sincerity while utilizing the latest technical developments, and they strive to progress with a unique method to reinvent the future by employing their imaginative creativity.

48 Lakh DST Grant for Researcher Upcycling Brackish Water

Hyderabad, April 18, 2023: A quarter of the world’s population doesn’t have access to safe drinking water, and nearly half lack sources for sanitation. This gap in access to water is further expected to grow by 40% in the next seven years, as per a study by Morgan Stanley, bringing a new urgency to address water scarcity and sustainable water management.

In this context, the Department of Science and Technology (DST), Ministry of Science and Technology, GoI, has sanctioned a research project on the desalination of brackish water for industrial uses, to Dr. Subhash Chandra from GITAM (Deemed to be University). Under the research project, Dr. Chandra received a grant of INR 48.61 lakh as part of the Water Technology Initiative plan in March 2023.

The growing water scarcity is a humanitarian crisis, but it also has striking economic implications. By 2050, water scarcity in some regions could impact GDP growth by up to 11.5%, the World Bank estimates. In this prevailing grim scenario, brackish water rejuvenation offers much hope! Brackish water — i.e. water that is more saline than freshwater but less saline than seawater — is commonly found in coastal areas, estuaries, and aquifers, and its desalination is crucial in addressing the water scarcity in many arid regions. Over the next several years, it’s anticipated that the desalination systems market in India will grow at a rate of more than 3% annually.

The project aims to develop sustainable carbon electrodes from biomass waste for use in membrane capacitive deionization (MCDI) technology, which has become an up-and-coming water treatment technology for seawater desalination and is a greener alternative with low energy consumption, high efficiency, easy electrode regeneration, and no secondary pollution. MCDI technology is expected to have high desalination efficiency and salt rejection rates, making it a practical and low-cost technique for brackish water desalination.

Dr. Subhash Chandra,

As part of the project, Dr. Subhash Chandra, Assistant Professor, Department of Civil Engineering at GITAM (Deemed to be University), and Prof. Jayanta Bhattacharya of IIT Kharagpur will work in the field of Membrane Capacitive Deionization (MCDI) — which applies an electrical potential across a pair of porous carbon electrodes separated by a permeable membrane. When the electrical potential is applied, the salt ions in brackish water are adsorbed onto the electrodes, leaving behind fresh water. The electrodes are then discharged, releasing the salt ions, which are flushed away.

The project will culminate in a pilot-scale desalination plant, which will be tested for desalination in collaboration with Zelence Industries Private Limited. Industries with high water consumption, such as textile, pulp, paper and thermal power plants, stand to benefit from this project. The expected launch of the desalination unit is planned for late 2025 to early 2026.

Speaking about the project and the grant, Dr. Subhash Chandra from GITAM (Deemed to be University) said, “This project will help us develop a sustainable and cost-effective solution to the water scarcity problem in India’s arid regions. We will utilize functionalized biochar to grow carbon electrodes and design and develop the MCDI cell for desalination. This project also highlights the importance of sustainable practices and innovation in solving critical issues such as water scarcity and climate change. Creating sustainable carbon electrodes from biomass waste for brackish water desalination is a significant step towards achieving a sustainable carbon-neutral future.”

PVR Inox Expands Its Presence in Guwahati – the Largest Metropolis in Northeastern India

PVR  Inox Expands

India  18th April’2023: PVR INOX, the largest and the most premium cinema exhibitor in India has announced the launch of a new 3-screen multiplex at NCS Square Mall, Guwahati today. The new cinema will augment PVR INOX foothold in Assam to a total of 4 cinemas across 14 screens, with its presence in Guwahati and Jorhat.

With this opening, PVR INOX consolidates its presence in East India with a total of 126 screens in 33 properties.

Strategically located at A.T Road, Adabari, in close proximity to the airport and surrounded by residential societies, the multiplex has a seating capacity of 688, with recliners available in one of the auditoriums. Additionally, each of the three screens is equipped with the best-in-class cinema technologies, including an advanced Laser Projection system for razor-sharp visuals, a great sound experience with Dolby Atmos for an immersive feel, and a vibrant 3D view powered by Volfoni Smart Crystal Diamond solution.

Commenting on the announcement, Mr. Ajay Bijli, Managing Director, PVR INOX said, “We are delighted to expand our presence in Guwahati, the biggest city of Assam, the vital gateway to North East India, which is poised to become a nodal point of India’s growth story. The state has adopted numerous investor-friendly policies and the launch of our fourth property in Assam has been driven by the conducive business environment. This launch reaffirms our commitment to promote the growth of multiplexes in underpenetrated markets across the country and address the growing demand for immersive big-screen experiences among movie enthusiasts exposing them to a world-class out-of-home entertainment destination.”

The cinema boasts a stunning contemporary design that is sure to impress. The sleek metal framing and use of glass elements further accentuate the space’s modern ambiance. Additionally, the wooden ceiling finish adds texture and warmth, creating a dynamic and inviting environment. Overall, the design perfectly captures youthful and vibrant energy while also incorporating luxurious and sophisticated elements.

The multiplex offers various customer-friendly features for easy and hassle-free servicing like digital check-ins with touchscreen, QR code-enabled ticketing, and interactive food ordering. While the in-house kitchen will offer a wide variety of food options to choose from, customers will also be able to enjoy these food options within the comfort of their homes by ordering through Swiggy and Zomato.

“Northeast India is a kaleidoscope of geographic, ethnic, and economic heterogeneity. We are proud to expand our presence in Assam, the largest economy in the northeast region. We are thrilled to open our third property in Guwahati, a rapidly growing city in India. We are certain that the people of Assam and cinema enthusiasts of Guwahati would surely derive pleasure from an extraordinary movie-watching experience in our multiplex, a perfect blend of comfort and class”, said Mr. Sanjeev Kumar Bijli, Executive Director, PVR INOX.

With this opening, PVR INOX has strengthened its growth momentum and has opened 52 screens across 8 properties in 8 cities since the merger.