The/Nudge Centre for Social Innovation presented an unmissable discussion on ‘Emerging Trends & Open Spaces in Agritech’ with an aim to spark farmer-centric innovation that improves the economic, social, and environmental outcomes and increase income of small and marginal farmers in Indian Agriculture. NewsX was joined by the expert panel which included Anil Kumar SG, Founder & CEO, Samunnati, Mark Kahn, Managing Partner, Omnivore and Sudha Srinivasan, CEO, The/Nudge Centre for Social Innovation. The event was moderated by Priya Sahgal, Senior Executive Editor at ITV Network.
In an attempt to build a better future for our farmers and focusing on especially the small, marginal and women farmer, Sudha Srinivasan, CEO, The/Nudge Centre for Social Innovation kickstarted the conversation and said “We started off with the mission to launch and nurture India’s top talent to solve our most critical developmental challenges. There are so many social problems that technology can disrupt in particular, standing out as that space where more than half of India’s poor are engaged in some form of agriculture. The pathways out of poverty see roadblocks in the form of social norms and technology has the potential to disrupt this. Technology can reduce the volume of inputs that go into the soil, which in turn, later translates to the ability of the farmer to sell, while meeting the standards of fuel density of pesticides, or whatever, that’s preventing them from accessing, the range of possibilities was very, very wide. But unfortunately, as you look at active investments in the last few years, a lot of it is customer and consumer proximity. This is almost a void in the farmer-centric space, that puts the farmer at the centre, making their livelihood important.”
Mark Kahn, Managing Partner, Omnivore expressed his views on trends in agri-tech both India and globally. “The amount of investment coming into agriculture annually, tech startups annually in India was $15 million a year. This past 12 month period, we’ve probably crossed $600 million. So it’s been up into the right over the course of the last decade, it is definitely better than it was earlier. When we talk about kind of the trends that we’re seeing globally and in India. What I would say is that the global agri-tech is very different from for an Indian agri-tech. I actually think Indian Agri tech is in some ways better positioned. The defining characteristic of Indian agriculture is the fact that you have 130 million farmers farming in an average landholding up just slightly more. No other nation in the world really has that. If you think about all the debates we’re having from a policy perspective, about our Mandi system, our dairy economy which instead of working with large dairy farms, like everywhere else in the world. The biggest trend that we see in Indian agriculture is digital outreach. We now have the ability to build a base layer to reach all of these disparate groups and that is not to say that every farmer has a smartphone they don’t. If we take one of our portfolio companies they have as an example and is reaching now about six lakh farmer. We at Omnivore say Profitability, sustainability and resilience are the three big challenges faced by Indian agriculture.”
Talking about how agri-tech is helping the small and marginal farmers and addressing the access to technology for the small farmers, Anil Kumar SG, Founder & CEO, Samunnati said “The moment one get into agriculture and talk about smallholder farmers the number one dimension is the smallholder which is where the rubber meets the road. The second dimension is the sector as a whole to the expanse of what agriculture is, as a sector. Now, making the horizontal and vertical is where the entire benefit to the smallholder farmer would have to operate. Before getting into how technology is going to help the farmer I’ll digress a little bit and also share what is declining. I completely agree with both Sudha and Mark and saying that things have changed significantly in the last few years, especially in the last five years. In addition to the capital inflows that Mark mentioned, the entire agriculture ecosystem is seeing the buoyancy: an ecosystem level, not only the entrepreneurial side that we are seeing but also the kind of enablers that the ecosystem is seeing has not been absorbed, because I have spent about 21 years of my professional experience in banking in the rural area. Things have changed significantly in the last five years in addition to the capital inflows. There is a lot of energy in the ecosystem. The moment you see this energy in the ecosystem, there are two dimensions. One is each one of us is several of the entities that are operating in this space and are looking at addressing one or two critical parts of this ecosystem agriculture. On the vertical capital, somebody is looking at satellite imagery in terms of monitoring and there are also entities which are looking at horizontally. How can we be aggregators of all of these individual interactions? The collaboration of this horizontal and vertical is what will bring technology on its way. You take the benefit of technology, the attribution and the result of the technology contributing 200 rupees in their pocket is an important message. How can technology translate into an upliftment in the livelihood is the single largest factor that will determine the adoption rates? The beauty of an ecosystem being active would also mean the smallholder farmer could adopt these technologies. There are players who can also play the role of making these technologies.”
Throwing light on funding and the early stages of the incubation and how they prove over the years, Anil Kumar SG said “The other way of looking at it is the number of integrations that have mushroomed. If you see the lifecycle of an entity, reaching up to a stage of being able to get seed funding, there is incubation and plan to touch the incubators. There is proof of concept and there is production capability and demonstrating a reasonable scale is when you get into the equity space. And the same thing CAG report also talks about more than 2000 startups in agriculture in various forms and shapes. From a banker point of view when there is some distance to cover and there is a significant gap that is actually not in the equity funding at the seed stage but it isn’t working capital. There are many entities which don’t need equity but need working capital to be able to deploy their solution product or technology to the intended users. Some of these entities really struggle because the way a debt fund that looks at is still very traditional and still very rudimentary. They would basically look at the percentage of the activity, financial returns and profitability, so on and so forth. But the technology and agriculture space itself is very young. You cannot expect a technology company in agriculture to have demonstrated a vintage of deploying their operations and showing sustainable financial records that’s not available yet.”
“Through our platform, Samaarambh launched on 15 Aug 2020 Samunnati helps Agri startups and Agtech enterprises boost and scale operations with the expertise of industry experts and mentors across the agricultural ecosystem,” added Anil.
Mark Kahn added to this and said “My general reaction to all of this one should see what 2012 looked like, or 2016, or 2018. It is far, far easier today for an agrotech startup to get funded than it has ever been in the history of funding Agri tech startups. A lot of the money that is going into space is for the ones but that by definition, right, given the sort of logarithmic nature of funding is going to be how that plays out right when your typical seed check is $2 million. t I still think that means not just the volume of funding it’s also the count the number of teams.”
Sudha who comes from the field of socio-entrepreneur said “One thing to note is the changing demographic of rural India. There’s a generational shift, far more farmers today are digitally illiterate have aspirations beyond doing what their parents did. The pandemic also showed us the exodus from the urban centres back to the villages, I think, although a lot of them might come back. We still need to look at India’s development in a more distributed manner that reduces the dependence on the urban centres and revitalizes rural economies. Agriculture already is the labour of the sector. Right. For me, the single biggest whitespace is the opportunity in near farm industries, something that goes beyond the activity of sowing tilling reaping harvesting and kind of get beyond that to expand additional revenue streams for the farming communities. Being agency in a manner where the transfer of ownership from the farmer to the next player in the value chain can happen at a later stage and that’s how you capture the value that one saves by eliminating the middle layers between farm and consumer. And a lot of that is about building capacity building skills, particularly entrepreneurial skills on the government side of things, a lot of rural livelihood missions have put in place structure but then also village-level organizations and institutional structures beyond that roll up all the way to the SRLM, which is a wonderful vehicle to build this capacity. Transformation overall beyond a change in agriculture as a sector is poised for some very radical shifts and innovations, I think, active entrepreneurs have an amazing role to play, to bring to fructify that and make this whole thing, respond to the calls of a triple bottom line, where one, of course, see huge economic returns but also see positive social outcomes and long term environmental outcomes.”
Responding to what else can be done to encourage farmer-centric startups financially, Anil Kumar said “Before getting into how we can encourage financially I also we want to bring in the demand now the transitory role that technology can bring to it is changing the visual of what agriculture would mean. The moment you say a farmer, and agriculture, we get the visual that of drudgery and impoverished farming family, not making much end, not getting a fair deal of what they’re producing and at the receiving end of everything. How can we make technology drive the youngsters into agriculture and can we transition this visual to young generation working with the gadgets? In his farm, happy children running around, they know, life around and mechanization happening, and making a productive yield out of agriculture. And the bridge to these two worlds is technology, and this technology would also be the incentive and could also be the catalyst for youngsters to move from a physical directory which is what agriculture is in an actual sense to a high tech farming, which is where our country is moving on.”
In terms of the labour, there is the looming fear of layoffs with the coming of more technology and in the rural area is a much more viable concern. Sudha addressing said “Drudgery reduction should not be seen as layoffs. For the simple reason that one wouldn’t say that if we were talking about manual scavenging. Mass entrepreneurship across the country in every sector and particularly in the agricultural sector is really promising to be the ground up stimulus that one needs.”
On a concluding note the three experts mentioned their priotity list and the role that they see different stakeholders playing in order to make agriculture more innovative get a better ecosystem in place. Mark Kahn said ” I would like the government to create a standard set of rules that they stick with inorder to stabilize and allow an enabling environment that lets people make long term investments and decisions. I would like Indian agri corporates to behave as partnersand not predators and actually work with startups, rather than trying to get them or copy them. I would like universities to recognize that agriculture is not just say, 15% of the GDP but when we take all of the agribusiness associated with agriculture or we take all of the food processing, the logistics, the financing, the insurance, everything that goes along with it, we’re talking about a quarter of our economy and half our population and appropriately focus on that, with respect to the directions that they’re pushing young people because honestly, if we don’t get this right, India doesn’t have the future. Also I would like venture capitals which I increasingly believe is happening to see the opportunity in this space and support it.”
Anil Kumar focusing on innovation and tech said “I would say, many more integrative approaches and models that integrate wonderful work that is happening. I would also see some shining examples of farmer collectives if one or more can inspire this country for the good. The potential in this particular form of farmer collectives represents is a significant opportunity that we have on how do we harness this opportunity, how do we harvest this opportunity is important. Well functioning cooperatives, is an important dimension, and a lot of policy focus would also mean many support structures coming in. How do we as private sector players participate, and how do we as private sector players get the equal opportunity from the policymakers to participate to be an important dimension, because we have to appreciate that. Now, it’s just not that the state or the public sector, the private sector also can play a significant role in making these services reach the smallholder farmer.”
Focusing on the betterment of lives and equality, Sudha said “The principles of free markets have helped every other sector. And agriculture almost feels like a sector that has been kept away from. And I’m hoping you know that will change soon and enable a certain vibrancy to come from large numbers of players committing to look at the livelihood of farming and enhancing it. The second thing I have on my wish list is for entrepreneurs to peel the onion in agriculture a lot more. I think intuitively sitting in a relatively privileged cosy urban environments where a lot of flattened innovation particularly happens with entrepreneurs that have solved problems in other sectors and are starting to look at agriculture. You intuitively think it’s about market linkages or just getting a better price for the farmer, removing the middleman right and you kind of start peeling the onion a little bit and hit very foundational bottlenecks in terms of land use patterns. Mark mentioned the small land holding itself being a barrier tenancy and the problems that come with it, the dependence on informal loans. That in turn later downstream you to the informal money lender, in terms of where your produce goes, access to other markets being cut out because of that. Gender issues as well come into play as so much of farming is done by women. but so little ownership of property and land is with them. Foundational issues that keep the cycle of poverty perpetuating even though opportunities open up are important to solve as well. In the medium term at least if not in the immediate future I hope some of the innovation could be directed to these. And that could kind of script a very equitable pathway to prosperity and kind of reduce the inequalities we are seeing across the country.”
Watch the entire telecast here:
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ICDMA FOUNDER TO INTRODUCE AI PLATFORM FOR IDENTIFYING AND MITIGATING DIGITAL RISKS
ICDMA is a provider of IT services such as Cyber Forensics, IT Audit, IT Risk Evaluation, and Digital Security. In recent years, it has become a tried-and-true standard for businesses looking to defend their brands, enterprises, and reputations from crippling cyber attacks. They develop and deploy information security platforms and services, both standard and personalised, to protect, evaluate, and respond to cyber threats such as security breaches that occur in your systems and networks. The services they provide include Application and Web Development, Graphic Design, Security Audits, Cyber Security Services, Vulnerability Assessments, Fraud Risk Management, and IT Consultancy.
In addition, the firm achieved awards for being the best Cyber Forensics firm preventing businesses from external threats. A cybersecurity analyst is responsible for the security of an organisation, business, or government agency from cyber threats. Their primary role is to analyse any possible threat that might occur through or to your system and come up with plausible and practical solutions to protect you.
Being a cyber security expert and analyst, Dheeraj Kumar has years of experience and stays up-to-date with the current crimes and security trends. He believes that like many other professions, this is a never-ending learning field. They monitor your networks and then analyse them to find common threat patterns or trends. Further, they design software that suits the needs of the problem at hand and ensures that these measures are maintained properly. If, in any case, they encounter a new problem, they utilise their years of experience and knowledge to produce a unique solution.
Witnessing the increased cyber threats, Cybersecurity analyst Dheeraj advises people to use the Internet wisely and productively. Dheeraj is currently working on an Al-driven platform for identifying and mitigating digital risks and counteracting brand impersonation attacks with the company’s patented technologies at its core. Dheeraj’s experience in threat hunting and cyber intelligence has been fused into an ecosystem of highly sophisticated software and hardware solutions designed to monitor, identify, and prevent cyberattacks.
A cybersecurity analyst is responsible for the security of an organisation, business or government agency from cyber threats. Their primary role is to analyse any possible threat that might occur through or to your system and come up with plausible solutions.
EXPO 2020 A GLOBAL PLATFORM TO HIGHLIGHT ACHIEVEMENTS OF SPACE SECTOR: EMM PROJECT MANAGER
The six-month Expo 2020 Dubai is a crucial window for the participating countries to present their accomplishments across different sectors, and the space sector is one of them. The event will shed light on the development of this sector around the world, emphasising its importance for humans in particular and the planet in general.
Expo 2020 has devoted a full week to space, from 17 to 23 October, during which a dialogue session will be held with Emirati astronauts along with entertainment, art and science activities. Also, information related to space sciences will be disseminated among other related space activities. In an interview with the Emirates News Agency (WAM), Omran Sharaf, Project Manager of Emirates Mars Mission (EMM), said, “This year, the UAE has achieved milestone accomplishments in the space sector by its arrival to Mars, and before that, it had played a key role in stimulating this sector besides the science and technology sectors.”
On the role of Expo 2020 Dubai as a prominent global platform to highlight the country’s achievements in the national space sector, Al Sharaf pointed out that Expo is not only a global event to showcase the cultures of other countries, but rather a platform for presenting scientific, technical and cultural achievements around the world.
He added that one of the reasons for the quick establishment of the space sector in the country “is because this sector depends on international cooperation, and the UAE did not consider its space programme as a race with other countries, but viewed it as an opportunity to cooperate with different nations, which contributed to activating the role of the sector and speeding its development, thus placing the UAE at the forefront of countries in this sector.”
Regarding the most nationally prominent projects in the space sector during the current period, Sharaf said, “The space sector is going through a very important and sensitive stage today, as the UAE has previously invested through the ‘Hope Probe’ project and other related projects to attract knowledge to the country from abroad and build on the capabilities of Emirati youth through knowledge transfer programmes.”
“Today, after His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President, Prime Minister and Ruler of Dubai; and His Highness Sheikh Mohamed bin Zayed Al Nahyan, Crown Prince of Abu Dhabi and Deputy Supreme Commander of the UAE Armed Forces, announced the upcoming mission, which is a new space programme to explore planet Venus and seven other [asteroids] in the solar system, the focus will be on transferring knowledge from the UAE space sector to the private sector to create a stimulating environment and support the science and technology sector in the country, and at the same time serve the UAE’s economy is facing various challenges, including water resources and food resources, among others,” he added.
When asked regarding the sector’s participation in the Space Week at Expo 2020, Sharaf said that the Mohammed bin Rashid Space Centre and the various specialised authorities have a great role in Expo. As for Space Week, there are various participations, including lectures, seminars, or receiving various delegations to discuss cooperation in the space sector.
“This is a great opportunity for countries to work together, and we, as the Emirati space sector, have decided to take advantage of this opportunity at Expo to build and strengthen these relations, and it will be the beginning of greater cooperation and ambitious projects across the world and the region.”
IIT KANPUR STUDY EXPLAINS THE SUCCESS OF COVID-19 CONTROL MODEL OF UTTAR PRADESH
The information has been collated and reviewed by the Social and Political Research Foundation, a policy think tank based in New Delhi, aimed at making public policy research holistic, accessible, and evidence-based.
The second wave of the Covid-19 pandemic disrupted the health system across India. Most states struggled to prevent the surge in cases and ensure adequate supply as the virus created a situation of upheaval. However, a recent study led by Padma Shri Awardee Prof. Manindra Agrawal of IIT-Kanpur elaborates that with careful planning, multiple strategies and close monitoring Uttar Pradesh’s Covid-19 response model turned out to be more effective in comparison with many other states.
TABLE 1: NTPR DURING THE SECOND WAVE
The data points out that the daily case count was brought down to just 1,497 on 31 May after the peak of 38,000 was recorded on 24 April. It can be noted that the reduction in numbers happened quite fast in the state as compared with many other ones, for example, Maharashtra and Kerala, which supports the study’s arguments.
Beginning with the foremost concern of reducing the spread, the UP model followed the Test, Trace, Treat, Tackle (TTTT) approach. Under the strategy, the TTTT teams were instated in rural UP to conduct door to door testing, enabling early detection and ensuring isolation and treatment. These TTTT teams covered around 97,941 villages. Niti Aayog and WHO also lauded the efforts of the state in conducting a mammoth house-to-house testing and tracing drive, supported by micro-planning and concurrent follow-ups. As highlighted by the IIT-Kanpur study, other measures of the state involved capacity building through intensive training on all major aspects of Covid-19, provision of infrastructures like ICU beds, ventilators, and creation of safety nets and incentives via state and central funding schemes (PMJJBY, PMSBY, AKBY, etc.).
While preventing the surge in cases was one aspect of the model, the government also managed the high demand crisis of oxygen resounding throughout the nation then. To tackle the surge in demand the government set up an oxygen monitoring system to track oxygen tankers and rolled out a stringent oxygen audit which saved around 30 MT of oxygen per day. Also, the state’s strategy to airlift empty tankers with the help of IAF lessened the turnaround time saving 10 hours. Apart from ensuring these, the model also addressed the concerns regarding the livelihood of the people. With the commitment to save the lives and livelihoods of people, the UP government did not resort to strict lockdowns and opted for partial curfews to break the Covid-19 chain. And, adapting to the situation of the pandemic, the government supplied policies for ease of mobility (separate buses and trains for migrant workers), employability (DBT 1000 to migrants) and sustenance (cash transfers to marginalised sections). The study also states that such measures helped in keeping the unemployment rate below the national average as depicted in the graph below.
Formulated on the four essential pillars of protection of livelihood, optimisation of economy, facilitation of healthcare services and restriction of virus spread, it has been pointed through the study that the UP Covid-19 model has created a benchmark. The study then draws a comparison among the states based on the Normalised Test Positivity Rate (NTPR) which is the ratio of Test Positivity Ratio and percentage of active cases. It shows that the strategy of the UP model was to aggressively change the pandemic which helped in the control.
Furthermore, the study also found that the timing of the containment measures was near-optimal, which in any other situation could have caused a peak of more than 70,000 daily cases as shown in the graph below.
Nonetheless, the second wave has dealt a heavy blow to not just India’s but globally existing health infrastructure, unveiling a systemic failure that led many to conclude that no model or strategy is perfect. This points towards a large scope of improvement for all state administrations and governing bodies.
The information has been collated and reviewed by the Social and Political Research Foundation, a policy think tank based in New Delhi, aimed at making public policy research holistic, accessible, and evidence-based.
LIFE SKILLS COLLABORATIVE LAUNCHED TO CHAMPION SKILLS FOR INDIA’S YOUTH
Eighteen organisations have come together to announce the launch of the Life Skills Collaborative (LSC) with the aim to support government agencies and education institutions by building a life skills platform that can aid in the transformation of India’s learning ecosystem. In the first phase, the LSC will work in tandem with state governments across Rajasthan, Uttarakhand, Maharashtra, and Mizoram to bring contextual, social and cultural inputs to the development of life skills among the young people of India.
The Collaborative comprises organisations with diverse and global expertise in education, skill development, health and gender with a commitment to collaborate in deepening the understanding of life skills, designing learning tools that nurture life skills, and developing context-relevant assessments to measure progress, share learnings and inform system change India. The current collaborators include Breakthrough, Centre for Science of Student Learning, Children’s Investment Fund Foundation, Dream A Dream, Echidna Giving, Gnothi Seauton, ICRW, Kaivalya Education Foundation, Magic Bus, Michael and Susan Dell Foundation, Omidyar Network India, Porticus, Pratham, Quest Alliance, Room To Read, Sattva Consulting, Shantilal Muttha Foundation and The Teacher Foundation. Speaking about the launch, Vishal Talreja, an LSC Collaborator and Co-founder of Dream A Dream, said, “One in three children in India live in extreme poverty and have stunted and/or wasted growth. Children from vulnerable backgrounds are exposed to a combination of adverse experiences causing an irrefutable impact on their physical and mental health. Empathy-based transformative pedagogy, experiential learning, and mentoring can help young people immensely.”
The Life Skills Collaborative will focus on three core areas:
1. Voices, a nationwide engagement with youth, parents, and teachers to capture their voices and translate them to insights that can drive the integration of life skills within public education systems.
2. Glossary, a set of definitions that serves as the vocabulary to discuss life skills in India and establish the foundation for discussing and aligning on outcomes, designing assessments across community, practitioners, and government.
3. Assessments, will focus on creation, establishment, and dissemination of an assessment repository for adolescents, teachers, and the system. At the adolescent level, this will assess student’s capacities and strengths in the age groups 11-14 years and 15-18 years; at the teacher level, it will assess the ability of the teacher to foster life skills in an adolescent; at the system level, it will assess the readiness of the system to deliver life skills.
Rathish Balakrishnan, an LSC Collaborator and Co-founder and Managing Partner at Sattva Consulting, said, “Young people often struggle to access education and employment opportunities, limiting their engagement in society and stunting their potential to live a full life. Equipping them with life skills can change this immensely. While there is a lot of interest in life skills, there is a lack of a common vocabulary and effective assessments, which limits its potential. By building credible and system-ready public goods, the Life Skills Collaborative can accelerate the effective adoption of life skills across the ecosystem.”
In recent times, the need for developing stronger life skills has become more acute. Focusing on building life skills in the next generation is imperative in enabling them to handle different situations capably. In a country like India, where a vast majority of the population is young, life skill development enables young people to direct and manage their lives positively.
Geeta Goel, an LSC Collaborator and Country Director, Michael and Susan Dell Foundation (MSDF, India), added, “The Life Skills Collaborative is an innovative attempt to solve a wicked problem – the development of life skills among the young people of India. To achieve this goal, it is essential to support organisations, institutions and government agencies in building a more inclusive learning environment suited towards promoting life skills.”
RED FM launches World Cup campaign ‘Totka Chalao India Ko Jeetao’
93.5 RED FM has kick-started its World Cup campaign ‘Totka Chalao, India ko Jeetao’. Capturing the passion and craze of fans, RED FM will celebrate the ‘totkas’ and will have RJs follow some of these tricks shared by listeners as part of the campaign.
Witness the best of entertainment with ‘Nand Kishore Bairagi’ aka RJ Kisna taking a spin on the ‘totkas’ in his unique style. The campaign will also have Bauaa aka RJ Raunac calling up opponent teams as part of his prank calls series. Keeping the passion of the World Cup alive, RED FM will also launch the anthem, ‘Totka Wala Gana’ capturing the craze of cricket fans across the country. Speaking on the campaign, Nisha Narayanan, Director & COO, RED FM and Magic FM, said, “Cricket generates a kind of excitement that cuts across all sections of the society in India. Fans have been eagerly waiting for the mega tournament to start after the Covid-19 pandemic put a stop to all sporting activities. Over the years, cricket has united fans and radio has been a crucial part in bringing them together. There’s no denying that luck and superstitions go hand in hand with a cricket fan and this year we are bringing some of those practices the fans have subconsciously picked up over the years and now cannot let go. Our campaign, ‘Totka Chalao, India ko Jeetao’ will highlight some of the crazy ‘totkas’ that cricket fans follow across the country. We hope that you will share your favourite ‘totkas’ with us and cheer for team India with RED FM.”
MICHAEL KORS TO LAUNCH MK MY WAY IN-STORE POP-UPS THROUGHOUT INDIA
Michael Kors has announced the launch of an exciting new pop-up store activation throughout India to celebrate MK My Way—the popular interactive experience that immerses customers in the luxe world of Michael Kors and lets them customise their Signature logo print handbags with their initials.
The MK My Way activation will take place in stores with a colourful pop-up kiosk. Equal parts elevated and high-energy, the pop-up’s countertop and facade are splashed with metallic hues and punctuated by oversized, graphic takes on the brand’s signature print. After selecting their Signature print handbag, customers have the chance to have their bags hand-painted by Bangalore-based artist and illustrator Srishti Guptaroy (@srillustrator) with either their English/Hindi initials or with one of four unique motifs designed specifically for Diwali.
As an extension of the in-store program, the motifs will also be made into gify stickers available for all Instagram users. Supplies are provided by Angelus Paints, a California paint company and world leader in luxury customisation. To celebrate the launch, the brand has also created a digital campaign starring Bollywood actress Janhvi Kapoor (@janhvikapoor).
The pop-up store activations will take place in several cities throughout India, including:
Jio World Drive in Mumbai (from 8 to 31 October)
DLF Emporio in Delhi (from 11 to 31 October)
UB City in Bangalore (from 23 to 30 October)
Tatacliq Luxury (online) (from 18 to 31 October)
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