MAM
Ipsos Study 74% Indians are content with their current body weight
MUMBAI: According to a new study by Ipsos that explores world’s food habits, insights about Indians are particularly interesting as they bust myths about food habits of Indians: Indians are choosing organic food, saying no to genetically modified food and are willing to choose plant-based substitute for meat; most Indians are happy with their appearance and don’t have much faith in diet plans. Food is the key motivation for them to follow an exercise regimen and they would rather eat well than look emaciated. Riding on convenience and due to sheer paucity of time, Indians plan to get groceries and food home delivered more frequently in the next one year. Preparing healthy meals at home and eating out will be their priority!
Rinku Patnaik, Chief Client Officer, Ipsos India finds the findings of the survey quite interesting from the marketers’ standpoint:“Consumers are clearly stating what they want; there is a plethora of opportunity to capitalize on. So, from merchandizing to distribution, to mobility and accessibility, these opportunities should be leveraged, by marketers. Also, there is no stereotypical Indian consumer. If she orders-in grocery and food, she eats out with equal élan and she even prides herself in rustling up great meals at home. And there is no point in body shaming her. She will not stop eating to appease to the spiel of brands. She is very clear about what she wants and how she should be prioritizing.”
Food for thought
The findings are urban centric and reflect views of netizens.
57% Indians claim to be consuming organic food. In sharp contrast, the developed world is least likely to eat organic food – only 12% of Brits and 13% of Japanese, for instance.
65% Indians say that they are opposed to eating a genetically modified (GM) food.
We know that Indians love their food and would drool for specialties like tandoori chicken, mutton, fish and their various non-vegetarian avatars. But 63% of Indians polled say that are willing to eat a plant- based substitute for meat.73 per cent Chinese too are willing to swap their meat for a plant-based substitute – this finding is in sharp contrast to popular perception about the Chinese, being active meat eaters!Further, 56% Indians say that they are OK with not consuming any type of non-vegetarian food– and can do without mutton, poultry or fish. Globally, the trend is the reverse; across all markets polled, people prefer a diet that includes some type of meat.
Weight & Exercise
The shenanigans spouting weight management to Indians watch out! 74% Indians are content with their current weight!And while57% Indians have tried a diet plan to lose weight, 59 per centIndians believe that most diet plans ultimately failand see futility in the exercise.
So, what motivates Indians to exercise?67% Indians confess that the sole trigger for them to gym or walk or follow an exercise regimen is that they do not have to watch what they eat! Ergo, food tends to dominate their mind and makes them alter their lifestyle – and they get to eat whatever titillates their palate!
And, if it’s a toss up between eating well and being thin, 77% Indians say they would choose the former – and would not compromise on good food.
Prospects for access to food in future – cost, quality etc.
While inflation does play a role in determining the cost of essential commodities, at the same time,47% Indians are optimistic that cost of food will improve in futureand they will have access to food at better prices. Likewise,59% Indians are optimistic that there will behealthy food optionsin the future and 48% Indians feel that the environmental impact on food will also get better in the future.
Homedelivery is the new normal? So is cooking at home. And eating out!
Crunched for time and looking for convenience, at least 47% Indians foresee a spike in home delivery of groceries and expect it to get more frequentin the next one year. Convenience seeking Indians also foresee homedelivery of meals getting more frequent (38%) in the next one year; though 36% feel it will remain the same as last year. A paradox – 48 per cent Indians expect preparing meals at hometo get more frequent in the next one year;on the contrary, 28% Indians say they will be eating out more frequently this year, while 40 per cent say they will be eating out as many times as they did last year!
“The findings reflect an urban skew as it’s an online survey and upwardly mobile consumers were interviewed,” cautions Patnaik.
Brands
Amazon doubles down on Anthropic with $25bn AI investment plan
Deal locks in massive compute capacity and pushes Claude deeper into AWS stack
MUMBAI: Amazon and Anthropic have significantly expanded their strategic partnership, committing to a long-term collaboration that combines billions in fresh investment with one of the largest AI infrastructure deals to date.
At the heart of the agreement is Anthropic’s plan to spend more than $100 billion over the next decade on AWS technologies. This includes access to up to 5 gigawatts of compute capacity powered by successive generations of Trainium chips, alongside tens of millions of Graviton cores. The scale signals a clear intent to future-proof the infrastructure behind its fast-growing Claude models.
In parallel, Amazon will invest $5 billion in Anthropic immediately, with the option to add up to $20 billion more tied to performance milestones. This builds on the $8 billion the tech giant has already committed to the AI firm.
The collaboration also tightens product integration. Anthropic’s full Claude Platform will now be accessible directly within AWS, allowing developers to use its native tools without leaving their existing cloud environment. The models are already widely used through Amazon Bedrock, where more than 100,000 customers are running Claude for tasks ranging from customer support to scientific research.
Amazon CEO Andy Jassy said, “Our custom AI silicon offers high performance at significantly lower cost for customers, which is why it’s in such hot demand.” He added that Anthropic’s long-term commitment to Trainium reflects the progress both companies have made in building scalable AI infrastructure.
Anthropic CEO and co-founder Dario Amodei said, “Our users tell us Claude is increasingly essential to how they work, and we need to build the infrastructure to keep pace with rapidly growing demand.” He noted that the partnership would help advance research while serving a rapidly expanding user base.
The two companies have already been working closely since 2023. Their joint efforts include Project Rainier, a massive AI cluster featuring hundreds of thousands of Trainium chips, now used to train and deploy newer versions of Claude. The new agreement extends this momentum, with fresh capacity expected to come online through 2026, including next-generation Trainium3 and Trainium4 chips.
Anthropic’s growth has been equally striking. The company says its annualised revenue run rate has crossed $30 billion, up sharply from about $9 billion at the end of 2025, driven by surging enterprise and consumer demand. That rapid uptake has also strained infrastructure, making this expanded deal as much about stability as it is about scale.
The partnership will also expand globally, with increased inference capacity planned across Asia and Europe, ensuring Claude’s reach keeps pace with its popularity.
From powering ride-hailing support systems to accelerating drug research workflows, Claude’s use cases continue to broaden. With this deal, Amazon and Anthropic are not just adding more compute, they are doubling down on a shared bet that AI’s next leap will be built on deeper, tighter integrations between models and infrastructure.
If the past few years were about proving the promise of generative AI, this alliance suggests the next phase will be about building it at industrial scale.
