MAM
From temples to tourist hubs: Interim budget ushers in travel renaissance
Mumbai: Diving into the interim budget, the tourism sector emerges as a key player, echoing the government’s strategic focus on boosting growth and employment. Industry experts share insights on the budget’s impact, ranging from temple tourism subsidies to transformative infrastructure plans.
The budget unfolds as a roadmap, signaling substantial developments in air and rail connectivity, iconic tourist spots, and initiatives to tackle over-tourism, promising a dynamic landscape for the tourism industry’s resurgence.
The following are the quotes:
Temple Connect and International Temple Convention and Expo ITCX founder Giresh Kulkarni
Reflecting on the activities of the International Temples Convention and Expo over the past year, which successfully brought together thousands of temples, fostering improvements in areas such as enhancement, beautification, surveillance, coordination, and an overall enhancement of pilgrim and devotee management systems, we present a noteworthy recommendation to the esteemed office of the Finance Minister. The comprehensive engagement with the temple ecosystem, encompassing industries related to temple devotion, spirituality, and cultural aspects, underscores the necessity for increased subsidy benefits.
As we approach the upcoming times, it becomes imperative to uplift existing temple infrastructure through diverse avenues. Notably, the influx of international travelers to India, seeking pilgrimage or visiting temple premises, significantly contributes to the local temple economy through substantial financial spending. Therefore, the current budget prominently emphasizes support for temple tourism, general tourism, and spiritual tourism. In this interim budget, we also advocate for the backing of both corridor-centric and non-corridor-centric temples through the Smart Temples Mission, initiated by Temple Connect.
Looking ahead, the International Temples Convention and Expo anticipate the participation of over 5000 temples under one roof, marking a significant step towards the Smart Temples Mission. This concerted effort is poised to have a profound impact on local economies, fostering entrepreneurship and benefiting sectors related to devotion and spirituality. Simultaneously, this initiative aims to transition commercially active taxpayers from the current non-tax-paying category to encouraging their participation in the tax-paying category, contributing to the economic growth of the temple ecosystem.
Thomas Cook (India) Ltd executive chairman Madhavan Menon
The interim budget presented by the finance minister has focussed on tourism with a multipronged approach that we believe will create a multiplier effect across aviation, tourism and allied sectors, boosting growth and employment generation.
We welcome the announcements on airport development and expansion: having already doubled to 149 airports in the last decade, the government’s plans to boost air connectivity by the addition of 517 new routes across Tier 2-3 cities, carrying 1.3 crore passengers via the UDAN scheme, will play a critical role with vibrant hub and spoke air corridors to boost accessibility-affordability for regional India.
Implementation of major rail connectivity corridors via the PM Gati Shakti program together with port and metro/rapid transport expansion will serve to create valuable multi-modal connectivity for tourism.
We welcome the special focus on domestic tourism which represents a vibrant growth driver via the government’s plan of long-term interest-free loans to states; development of iconic tourism centres by states along with marketing on global standards. What was noteworthy is the reference to Spiritual Tourism and projects for port connectivity, tourism infrastructure and amenities on islands including Lakshadweep – aimed at development of India’s hidden gems and employment opportunities.
Further, the strong capex outlay of Rs 11.11 lakh cr, a significant four per cent of our GDP, will serve as a catalyst to the Country’s growth potential and job creation.
SOTC Travel Ltd MD Vishal Suri
The interim budget presented by the finance minister has maintained status-quo on direct and indirect taxes thus keeping its impact neutral. The government has set focus on the overall travel and tourism sector via infrastructure development, green energy, sustainability and looked at diverse initiatives for domestic tourism via a strategic approach for each segment – aviation, ports (waterways) and rail to strengthen regional connectivity to tier 2 and 3 cities.
We welcome the development on the rapid expansion of air connectivity with the addition of 517 new routes across regional India’s tier 2 and 3 cities via the UDAN scheme – this will play a key role in strengthening accessibility.
The special focus on strengthening domestic tourism via implementation of rail connectivity corridors under the PM Gati Shakti initiative and upgrading 40,000 regular train boogies into high-speed Vande Bharat trains will definitely strengthen surface transportation.
The government’s plan on focus on spiritual tourism, development of iconic tourist spots and island destinations of India including Lakshadweep (projects for port connectivity, tourism infrastructure, and amenities) will generate employment thus boosting India’s economy. What is noteworthy, is the government’s mindful move to form a panel to tackle challenges of higher population/over-tourism, especially in destinations with sensitive ecosystems.
E-Factor Experiences Ltd MD Samit Garg
The focus on tourism, including the development of iconic tourist centres and the promotion of the Blue Economy, can lead to more opportunities for cultural events, festivals, and experiential tourism initiatives. This could open new avenues for event managers to explore and innovate in thematic and destination events.
MAM
Brands push beyond compliance as trust takes centre stage
ASCI AdTrust Summit 2026 spotlights shift from legal checks to credibility.
MUMBAI: In a world where a disclaimer can be legally sound yet socially suspect, brands are learning that compliance may tick boxes but trust wins markets. At the inaugural ASCI AdTrust Summit 2026, a panel on “Beyond Compliance: The New Currency of Trust” unpacked a growing industry reality: the gap between what the law permits and what consumers accept is widening and fast.
Moderated by Meenakshi Ramkumar of National Law School of India University, the discussion brought together leaders across law, marketing and academia to examine how brands must evolve in a digital ecosystem increasingly shaped by scrutiny, scepticism and speed.
Ramkumar set the tone by highlighting a critical shift, advertising today operates in the same digital space that fuels misinformation, scams and fake news, making credibility harder to establish. “The challenge is not just about what brands do, but the broader context of low institutional trust,” she noted, adding that when violations go unchecked, trust erodes not just in brands but in the regulatory system itself.
This vacuum, she said, has given rise to consumer activism from boycotts to social media backlash as a parallel accountability mechanism.
For Amit Bhasin, Chief Legal Officer at Marico, the distinction was clear, legal compliance is non negotiable, but insufficient. “Compliance is the minimum threshold. The real challenge is staying aligned with changing consumer expectations,” he said.
He pointed to how advertising narratives have evolved from traditional depictions of gender roles to more shared responsibilities reflecting a broader societal shift. “Earlier, it was fine to show one person doing the household work. Today, that may not land well. Consumers expect brands to reflect reality,” Bhasin observed.
He also highlighted internal debates where campaigns that may be legally permissible are still rejected for being culturally insensitive, noting that responsible advertising often requires asking uncomfortable questions before the public does.
If compliance is the baseline, reputation is the battlefield.
Bhasin noted that reputational risk has become a far greater concern than legal exposure, particularly in an era where campaigns can be dissected within hours online. “Earlier, a controversial ad might invite a newspaper editorial. Today, within hours, you’re at the centre of a storm,” he said.
Brands, he added, now evaluate campaigns through a dual lens legal viability and reputational vulnerability with the latter often proving more decisive.
From a healthcare perspective, Satish Sahoo of Cipla Health underscored the complexity of operating within fragmented yet stringent regulatory frameworks, spanning drugs, food, cosmetics and Ayush. “Anything under a drug licence is the most tightly regulated,” he said, adding that this necessitates proactive, not reactive, compliance.
He shared an example from the oral rehydration salts (ORS) category, where Cipla resisted the temptation to position products aggressively despite competitive pressure. “Our product is WHO compliant, and our communication reflects that. We chose not to blur the lines, even if others did,” he noted.
The long term payoff, he suggested, lies in credibility built over consistency, not quick wins.
Yet, as Harsha N of National Law School of India University pointed out, even perfect compliance does not guarantee trust. Drawing from historical and modern examples from exaggerated product claims in the 1800s to contemporary environmental and health advertising, he argued that legal frameworks often lag behind consumer expectations. “A brand can be fully compliant and still be perceived as misleading,” he said, citing instances where fine print disclosures fail to reach or convince the average consumer. He added that larger companies carry a disproportionate responsibility to set ethical benchmarks, even in areas where the law remains silent.
The conversation also turned to digital advertising, where the challenge extends beyond content to how ads are experienced. From algorithmic targeting to personalised messaging, brands now operate in an environment where regulation struggles to keep pace with technology.
Sahoo noted that social media has amplified awareness, with influencers and consumers increasingly scrutinising product claims and calling out inconsistencies. “Awareness has gone up dramatically. People are questioning what goes into products and what brands are saying,” he said.
The role of self regulatory bodies such as Advertising Standards Council of India also came under the spotlight.
Harsha acknowledged that while SROs play a crucial role, they are not immune to criticism, particularly around perceived conflicts of interest and enforcement gaps. “SROs have a higher threshold of responsibility not just to interpret the law, but to anticipate societal expectations,” he said.
He added that failures in self regulation often push the burden back onto government intervention, underscoring the need for stronger, more proactive oversight.
One of the more nuanced debates centred on whether building trust comes at a cost. While Sahoo acknowledged that quality and compliance can increase costs, he argued that companies must absorb them as part of their long term strategy.
Bhasin, however, framed the challenge differently not as cost, but as competitiveness in a market where not all players play by the same rules. “The real tension is when others cut corners and you choose not to,” he said.
The panel concluded with a call to embed trust into business metrics.
Sahoo suggested that organisations must go beyond revenue targets to include consumer equity and trust based KPIs, ensuring that ethical considerations are not sidelined in the pursuit of growth. “Trust sounds abstract, but it can translate into measurable consumer equity,” he said.
As the discussion wrapped up, one message stood out: the rules of advertising are being rewritten not just by regulators, but by consumers themselves. In an ecosystem where attention is fleeting and scepticism is high, brands that merely comply may survive, but those that build trust are the ones that endure.
