MAM
TDSAT-Ad cap: TRAI done; amicus curiae takes over
MUMBAI: The Telecom Regulatory Authority of India (TRAI) finally wound up its arguments on 25 November on broadcasting advertising cap regulations. Speaking for the third consecutive day, TRAI counsel Rakesh Dwivedi elaborated on Article 14 of the Constitution that talks about the fundamental right to equality.
His point was that all channels are at a par. Although free-to-air (FTA) channels don’t get subscription revenues like others, they are benefited in some other way and thus they should also be treated as those that receive payments. Dwivedi also submitted data alleging that channels had grossly (highly) violated the ad regulation.
With that the TRAI concluded its side of arguments and the first Amicus Curiae took over. Madhavi Divan started with the history of television and brought up many points like how TV was licensed, a few judgements, the Cable TV Networks Act, the TRAI act, the convergence bill that never saw the light of day as well as the fact that there was a bill to establish an independent authority. She argued that broadcasting services fall under the TRAI Act because originally they were planning to bring it under an independent act, which never happened.
She also stated that duration of advertisements does not come under content. She read out a few important points from a book that gave insight in to the setting up of TRAI, how cable operators came into existence and other details about the industry. The bench wanted to know from her who is the enforcer of violation of the duration of advertisements. Divan said she would be attending to that tomorrow.
Once she concludes her arguments in a day or two, the second amicus – Aman Ahluwalia would speak on the subject.
The ad cap issue hearing appears to be entering its last round. It is just a matter of time – some say within two to three weeks that TDSAT will be ready to announce its verdict.
Brands
Mother Dairy unveils 30 plus products for summer portfolio push
Ice creams, regional dairy and high-protein range drive 30 per cent growth plans
MUMBAI: If summer had a flavour, Mother Dairy is making sure it comes in at least 30. As temperatures climb, Mother Dairy is turning up the chill with an expansive product blitz, announcing a pipeline of over 30 new offerings across its value-added dairy portfolio. Rolled out in phases through the season, the line-up spans indulgence, health, convenience and regional tastes, an attempt to meet India’s increasingly diverse consumption patterns head-on.
Ice creams take centre stage, accounting for around 20 of the new launches. The brand is introducing formats such as a Two-in-One Matka and Tub, alongside a premium ‘Crafted’ range and flavours like Cream Cheese Pistachio Cone and Kulfi Cassata. There is also a clear nod to calorie-conscious consumers, with the debut of a ‘Go-Low’ range featuring variants such as Choco Almond, Shahi Mewa and Kesar Pista Tilla Kulfi.
Beyond indulgence, the company is sharpening its regional play. Products like Jamun Yoghurt and Bhuna Jeera Raita aim to tap into local flavour preferences, while Shrikhand offered in three variants targets western markets. For northern consumers, Meethi Dahi joins the mix, reinforcing a localisation strategy that goes beyond one-size-fits-all offerings.
Convenience is another key lever. Mother Dairy is expanding its UHT milk portfolio with Cow Milk and Standardised Milk in markets such as Jammu and Kashmir, catering to demand for longer shelf-life products without compromising accessibility.
On the nutrition front, the brand is doubling down on protein. Its ‘Pro’ range is being strengthened with Procurd and Propaneer high-protein curd and paneer variants positioning itself within the growing health-conscious segment while retaining its core taste proposition.
The scale of the rollout signals more than just seasonal experimentation. With expectations of over 30 per cent growth across key categories, the company is betting on innovation as a primary growth engine, supported by a mix of traditional and new-age distribution channels.
Marketing, too, is set to match the ambition. High-impact campaigns across ice creams and flavoured milk are in the pipeline, aimed particularly at younger consumers and designed to amplify summer consumption moments.
In a market where heat often dictates demand, Mother Dairy is not just responding to the season, it is trying to own it, one scoop, sip and spoonful at a time.
