iWorld
VI’s people-first initiative helps reunite families at Kumbh Mela
MUMBAI: At every Kumbh Mela, thousands of people become separated from their families in the vast crowds. In 2013, around 70,000 individuals were reported lost at Prayagraj Kumbh. This year presents similar challenges, with over 250 people reportedly lost within the first few hours of the event’s opening day.
To address this issue, India’s leading telecom operator, VI, has introduced the ‘VI Number Rakshak’ initiative, ensuring that no one feels lost or disconnected. Recognising that many, especially the elderly and children, may not own mobile phones or struggle to recall contact numbers, VI has set up a dedicated booth near Swami Ramanand Acharya Shibir akhada.
At this booth, pilgrims can receive complimentary Rudraksh and Tulsi bracelets engraved with emergency contact numbers of family members or companions. This simple yet effective solution provides a reliable means of reconnecting without the need for mobile phones or internet access.
Speaking on the initiative, VI chief marketing officer Avneesh Khosla highlighted the company’s commitment to people-first solutions. “VI Number Rakshak showcases how the simplest ideas can make a significant impact. We are not just a telecom provider, but a people-first partner, ensuring connectivity when it matters most,” he said.
VI Number Rakshak aligns with VI’s broader philosophy of ‘Be Someone’s We’, which promotes fostering connections and collective care—previously highlighted in campaigns addressing urban loneliness among youth and senior citizens.
In addition, VI has significantly bolstered its network infrastructure at the Maha Kumbh, installing 30 new sites at Triveni Sangam, along with 40 high-powered small-cell and macro sites across key locations. The company has also deployed 32 km of fibre to enhance backhaul connectivity, ensuring seamless voice calls, uninterrupted video streaming, and high-speed data access for VI users in the densely crowded areas.
e-commerce
ONDC names Vibhor Jain MD and CEO; Rohit Lohia joins as CBO, Manoj Thakur as CTO
Leadership formalised as open commerce network sharpens focus on scale and user value
The Open Network for Digital Commerce has formalised Vibhor Jain as managing director and chief executive officer, cementing a leadership transition at India’s ambitious open commerce platform as it pushes for scale and relevance.
Jain, who had been serving as acting chief executive officer since April last year following the exit of Thampy Koshy, steps into the role with effect from 7th April , according to a report by The Economic Times. He previously served as chief operating officer at the government-backed network, which enables buyers and sellers to transact across applications through an open, interoperable system.
Setting out his strategy, Jain underscored the network’s differentiated architecture. “Going forward, we are concentrating on what open, interoperable infrastructure can uniquely enable, things that no single platform has the incentive or the architecture to do,” he said.
He added that the immediate priority is to widen ONDC’s impact across user cohorts often underserved by platform-led commerce. “My priority is to deepen the value ONDC creates for the people it exists to serve: kisaans, karigars, kiranas, gig workers, first-time investors, and daily commuters across India,” he said.
Jain also flagged leadership reinforcement within the organisation, noting that ONDC has “a strong and exciting leadership team in place”, with Rohit Lohia joining as chief business officer and Manoj Thakur as chief technology officer.
With over 18 years of experience spanning entrepreneurship and consulting, Jain brings a track record in technology-led, large-scale transformation programmes and internet businesses. At ONDC, he has been closely involved in shaping strategy and operations as the network seeks to move digital commerce away from platform-centric models towards an open network approach.
Before ONDC, Jain worked with JUMO, where he helped set up the fintech firm’s India operations, and led the India launch of Mobike, handling regulatory, policy and operational aspects of its market entry. Earlier, he co-founded Atlanta Healthcare, an air quality management company, and spent more than a decade in consulting roles at Andersen and EY, advising governments on public policy and technology-driven reforms, including work on the Aadhaar programme and tax systems.
The mandate is clear but the path is complex. As ONDC attempts to rewrite the rules of digital commerce, Jain now carries the burden of turning open architecture into mass adoption, in a market still dominated by platform power.
