Applications
Pulp Strategy Communications launches Hindu calendar app
MUMBAI: Pulp Strategy Communications has launched a utility lifestyle app called Hindu Calender. With this, the company has digitized all the information one needs pertaining to Hindu festive and religious dates, auspicious occasions and even astrology.
The app gives ready access to the traditional Hindu calendar with a new digital UI. Based on the Hindu panchang, it marks out tithis, fasting days such as Sankashti, Ekadashi, Shivrathri as well as the Vedic Ritu, Paksha, Nakshatra, Mithuna (Sunsign), Dhanu (Moonsign), Yoga, sun rise and sun set time and Rahu Kalam. It highlights daily and pooja muhurat along with details on all the prominent Hindu festivals, legends, rituals, pooja vidhi and even customary recipes of traditional Indian delicacies.
Keeping in mind how people are usually very keen on basing crucial decisions based on their astrological impact, the app provides information about important dates, daily Muhurats, important festivals and rituals.
Pulp Strategy Communications spokesperson said, “Indians today reside across the world, in small nuclear families, many times the elders are away and there is no one to check for small rituals that possibly grandma or mom used to keep a track of, the app has those stories, popular folk lore, historical information as well as the complex religious rituals for those of our generation who want to follow traditions of their ancestors but may not have the information available on the how and when.”
Applications
With 57 per cent single new users, Ashley Madison rebrands as discreet dating platform
Platform says majority of new members now identify as single
INDIA: Ashley Madison is shedding the “married-dating” label that defined it for two decades, repositioning itself as a platform for discreet dating in what it calls the post-social media age.
The rebrand, unveiled in India on 27 February, 2026, marks a structural shift in business model and identity. Once synonymous with married dating, the company now describes itself as the “premier destination for discreet dating” under a new tagline: Where Desire Meets Discretion.
The pivot is data-driven. Internal figures show that 57 per cent of global sign-ups between 1 January and 31 December, 2025 identified as single: a notable departure from the platform’s married core. The company argues that its community has already evolved beyond its original positioning.
“In an age where our lives have been constantly put on public display, privacy has become the new luxury,” said Ashley Madison chief strategy officer Paul Keable. He framed the platform’s offering as “ethical discretion” for singles, separated, divorced and non-monogamous users seeking private connections.
The shift also taps into wider digital fatigue. A global survey conducted by YouGov for Ashley Madison, covering 13,071 adults across Australia, Brazil, Canada, Germany, India, Italy, Mexico, Spain, Switzerland, the UK and the US, found mounting discomfort with hyper-public online lives.
Among dating app users, 30 per cent cited constant swiping and messaging as a source of fatigue, while 24 per cent pointed to pressure to curate public-facing profiles and early personal disclosure. Some 27 per cent said fears of screenshots or information being shared contributed to exhaustion; an equal share cited unwanted attention.
The retreat from oversharing appears broader. According to the survey, 46 per cent of adults actively try to keep most aspects of their life private online. Only 8 per cent feel comfortable sharing most aspects publicly, while 35 per cent say they are becoming more selective about what they disclose.
Ashley Madison is betting that this cultural recalibration towards controlled visibility can be monetised. By doubling down on privacy infrastructure and reframing itself around discretion rather than infidelity, the company is attempting to convert reputational baggage into a premium proposition.
