December data from Indian manufacturing doesn’t point to a production crisis. It points to a clarity gap.
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December extended a pattern Amazon itself has been signalling all year: record visits, broader category exploration, but shorter attention windows.
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For the last three years, we were told the office was dying. Turns out, it was just relocating — quietly, decisively, and at scale.
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Indian e-commerce has always been dynamic. But in 2025, the ground beneath it is shifting in a way that is structural, not seasonal.
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Piyush Pandey, the man who gave this industry its accent — who moved Indian advertising away from borrowed Western tonality and grounded it in our culture, our humour, and our emotional truth — passed away at 70.
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India is building faster than any nation its size. Urbanisation, housing expansions, and commercial infrastructure have pushed demand to historic highs.
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Structural resets like GST 2.0 e-commerce impact happen maybe once a decade. Most brands will treat it as compliance. A few will treat it as positioning.
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