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Pix looks to grow further through original content
MUMBAI: It has been a little over four months since Sony’s English movie channel Pix went on air. The channel positions itself as being different from the competition by airing films which tell a good story, regardless of when they were made.
In July, to add variety the channel launched the interview based show Inside The Actors Studio. Now it is looking at putting out original content.
Speaking to Indiantelevision.com, Pix business head Sunder Aaron says, “We are looking to have two, perhaps three shows of our own on air some time after the Diwali festival. We are looking at talk shows and other concepts. It could be Bollywood stars talking about their favourite Hollywood films. We are also looking at a show that examines current trends in film, both in India and abroad.
“We are also looking to do reviews of current films. In the future we will acquire films from independent and medium sized studios. Our main focus is on whether a film tells a strong story. After all, a big budget, big name stars, costly visual effects do not necessarily make for a great film.”
Aaron also claims that in terms of GRPs and reach Pix is ahead of Zee Studio. “There is still room for improvement here though. We have received an encouraging response from cities like Bangalore and Chennai.” Not surprisingly, information available with Indiantelevision.com indicates that Pix had to pay carriage fee to cable operators so as to ensure that the channel had adequate visbility among viewers.
Says Aaron, “We will now go out to the market and target media agencies to advertise on Pix. We waited to establish our distribution as well as viewership. Our audience is not the teenager who likes flashy blockbusters.
“It focusses on the discerning viewer. While our TG is 15-44, time will tell whether our channel attracts an older set of viewers (25+) compared to the competition.”
Pix has also rolled out a marketing campaign which is in the form of among other aspect hoardings. It is being done in the six metros. The message is that the channel watches many movies before handpicking a few for the viewer. The aim is to convey the message that a lot of thought goes into choosing films for that select audience that wants and expects only the best. There are also radio spots. Pix also has a presence in multiplexes in the form of slides and a radio programme. Pix also has an on-air competition. Viewers can answer simple questions by sending an SMS to 2525.
When asked whether Pix is becoming associated with nostalgia, Aaron said that while that may partly be the case, people watch it and stay with it for the stories. “When we brought actor Will Smith down for the launch of the channel, he said that it was Pix’s commitment to storytelling that attracted him to it. He felt that there was a need on the part of Hollywood to get back to the basics of solid storytelling. Perosnally, I am happy to see that this is the case. The films that were nominated for the best picture Oscar this year all had strong stories.”
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Induction cooktop demand spikes 30× amid LPG supply concerns
Supply worries linked to West Asia tensions push households and restaurants to turn to electric cooking alternatives
MUMBAI: As geopolitical tensions in West Asia ripple through global energy supply chains, the familiar blue flame in Indian kitchens is facing an unexpected challenger: electricity.
What began as concerns over the availability of liquefied petroleum gas (LPG) has quickly evolved into a technology-driven shift in cooking habits. Households across India are increasingly turning to induction cooktops and other electric appliances, initially as a backup but now, for many, a necessity.
A sudden surge in demand
Recent data from quick-commerce and grocery platform BigBasket highlights the scale of the shift. According to Seshu Kumar Tirumala, the company’s chief buying and merchandising officer, demand for induction cooktops has risen dramatically.
“Induction cooktops have seen a significant surge in demand, recording a fivefold jump on 10 March and a thirtyfold spike on 11 March,” Tirumala said.
The increase stands out sharply when compared with broader kitchen appliance trends. Most appliance categories are growing within 10 per cent of their typical demand levels, while induction cooktops have witnessed explosive growth as households rush to secure an alternative cooking option.
Major e-commerce platforms including Amazon and Flipkart have reported rising searches and orders for induction stoves. Quick-commerce apps such as Blinkit and Zepto have also witnessed stock shortages in major metropolitan areas including Delhi, Mumbai and Bengaluru.
What was once considered a convenient appliance for hostels, small kitchens or occasional use has suddenly become an essential addition in many homes.
A crisis thousands of miles away
The trigger for this shift lies far beyond India’s kitchens.
Escalating conflict in the Middle East has disrupted shipping routes through the Strait of Hormuz, one of the world’s most critical energy corridors. Nearly 85 to 90 per cent of India’s LPG imports pass through this narrow waterway, making the country particularly vulnerable to supply disruptions.
The ripple effects have been swift.
India currently meets roughly 60 per cent of its LPG demand through imports, and tightening global supply has already begun to affect domestic availability and prices.
Earlier this month, the price of domestic LPG cylinders increased by Rs 60, while commercial cylinders rose by more than Rs 114.
To discourage panic buying and hoarding, the government has also extended the mandatory waiting period between domestic refill bookings from 21 days to 25 days.
Restaurants feel the pressure
The strain is not limited to households. Restaurants, hotels and roadside eateries are also grappling with supply constraints as commercial LPG availability tightens under restrictions imposed through the Essential Commodities Act.
In cities such as Bengaluru and Chennai, restaurant associations report that commercial LPG availability has dropped by as much as 75 per cent, forcing many establishments to rethink their kitchen operations.
Some restaurants have reduced menu offerings, while others are rapidly installing high-efficiency induction systems, creating hybrid kitchens where electricity now shares the workload with gas.
For smaller eateries and roadside dhabas, the shift is less about sustainability and more about survival.
A potential structural shift
The government has maintained that there is no nationwide LPG crisis and has directed refineries to increase production to stabilise supply.
Nevertheless, the developments of March 2026 may already be triggering a longer-term behavioural shift.
For decades, LPG has been the backbone of cooking in Indian households. However, recent disruptions have highlighted the risks of relying on a single fuel source.
Increasingly, households appear to be hedging against uncertainty by adopting electric cooking options to guard against price volatility and delivery delays.
If the current trend continues, the induction cooktop, once viewed as a niche appliance, could emerge as a quiet symbol of India’s evolving kitchen economy.
