MAM
Cred enables users to redeem their points to donate Oxygen
MUMBAI: As India struggles to keep up with the growing demands for oxygen and healthcare amid the second Covid wave in the country, several start-ups and corporates have pitched in to aid the efforts. Kunal Shah-led Credit payment platform Cred too has come up with one such initiative. The fintech announced Monday that it will allow its app users to donate their Cred coins to help send oxygen for those in need. The start-up stated that it has partnered with Milaap, India’s leading healthcare fundraising platform for the cause.
It may be noted that Cred coins are points earned as reward by its users for paying their credit card bills on time. Each of these coins represent every rupee in credit card bills that the customers pay using the app. Trading in 10,000 Cred coins lets you donate 1,000 litres of oxygen, 25,000 Cred coins gets 2,500 litres of oxygen, and so on. Cred says that for every donation made by users, Milaap will channel the funds raised to their partners, and will buy as well as deploy oxygen concentrators for hospitals and healthcare non-profits across India.
The payment app announced the initiative on its social media platforms :
Redeem your CRED coins to donate oxygen: https://t.co/a3vw582qLX
Campaign in association with @milaapdotorg pic.twitter.com/xy9RoLmG0b
— CRED (@CRED_club) April 26, 2021
Update: CRED members can now donate CRED coins towards buying oxygen concentrators for hospitals, healthcare orgs across India. With a goal of 1 billion litres, we’ve partnered with Milaap to ensure contributions reach hospitals in need.
— Kunal Shah (@kunalb11) April 26, 2021
Cred founder Kunal Shah shared, “We have seen how mobilisation of ordinary people, their time, resources, and energy has created change and action.”
He went on to add, “You can also help by sharing ideas on streamlining oxygen supplies on oxygen@cred.club. The Cred Oxygen Fund will consider all ideas, evaluate and provide support needed.”
Update: CRED members can now donate CRED coins towards buying oxygen concentrators for hospitals, healthcare orgs across India. With a goal of 1 billion litres, we’ve partnered with Milaap to ensure contributions reach hospitals in need.
— Kunal Shah (@kunalb11) April 26, 2021
Shah shared his donation certificate from Milaap, post donating CRED points:
The gesture won lots of appreciation and plaudits, with many welcoming such an initiative when the country really needed it. Many users tweeted they would willingly and happily give up their CRED coins, for such a noble cause, with some even adding tongue-in-cheek that they “anyways did not have much use for them”.
The news was received with some scepticism too.
How are you guys planning to do this? How many oxygen concentrator machines do y’all plan to donate in order to achieve 1 billion ltrs of oxygen?? @cred @milaapdotorg @kunalb11 pic.twitter.com/B12s9JgP2y
— Ashish (@ashishunplugged) April 26, 2021
Update: CRED members can now donate CRED coins towards buying oxygen concentrators for hospitals, healthcare orgs across India. With a goal of 1 billion litres, we’ve partnered with Milaap to ensure contributions reach hospitals in need.
— Kunal Shah (@kunalb11) April 26, 2021
Some called it “Undoubtedly the best use of cred coins”!
Redeem your CRED coins to donate oxygen: https://t.co/a3vw582qLX
Campaign in association with @milaapdotorg pic.twitter.com/xy9RoLmG0b
— CRED (@CRED_club) April 26, 2021
Many Twitterati felt the exercise should be more transparent to build trust and confidence in it:
Update: CRED members can now donate CRED coins towards buying oxygen concentrators for hospitals, healthcare orgs across India. With a goal of 1 billion litres, we’ve partnered with Milaap to ensure contributions reach hospitals in need.
— Kunal Shah (@kunalb11) April 26, 2021
Update: CRED members can now donate CRED coins towards buying oxygen concentrators for hospitals, healthcare orgs across India. With a goal of 1 billion litres, we’ve partnered with Milaap to ensure contributions reach hospitals in need.
— Kunal Shah (@kunalb11) April 26, 2021
Several sought to know how the scheme works: “How are the cred points acting as a currency to purchase/donate oxygen concentrators (esp when they are in such short supply) and if the cred points are able to purchase it, why aren’t they available via INR in different points of sales.”
Another netizen pointed out : “Sir- With all due respect- we have an availability problem. Please urge all your customers to donate plasma if they have survived the infection.”
While quite a few wondered how Cred would implement this cause, considering that there’s oxygen shortage, many netizens termed it a marketing gimmick to increase engagement on the app.
One netizen even criticised the action saying, “If free coins can buy oxygen, please generate as many as you can, and buy the damn oxygen. Why ask people to donate theirs?”
Others tweeted :
Yes exactly! Nobody in the comments thought they should ask how this works. Shame how gullible we Indians can be at times.
— Ritik Verma (@iamritik) April 26, 2021
Exactly while @kunalb11 profiteers during the pandemic by increasing engagement on his app.
Happy to be out argued on this one, but this is how it appears.
— highker_ani (@highker_ani) April 26, 2021
Some users hoped that there would be a report published at the end of this on how effective these contributions are and what difference it has made, while a few canny netizens pointed out: “Off late, many marketing campaigns are only created to create traction with users but no significant impact.”
Well, for all the sceptics and for those who are worried that this will be just another fund which has no transparency, the company has put out a notification. The firm says that starting 3 May, there will be daily updates published in the Cred app giving you the status of exactly how the oxygen concentrator deployment is happening across India.
Meanwhile, Milaap co-founder Anoj Viswananthan took to Twitter to share an update on the initiative: “UPDATE: We are incredibly grateful for the tremendous support shown by the CRED community @CRED_club towards @milaapdotorg initiative for oxygen concentrators in the last 24 hours.”
You can read the complete update here:
UPDATE: We are incredibly grateful for the tremendous support shown by the CRED community @CRED_club towards @milaapdotorg initiative for oxygen concentrators in the last 24 hours. (1/n)
— Anoj Viswanathan (@anojviswanathan) April 27, 2021
Digital
Content India 2026 opens with a copro pitch, a spice evangelist and a £10,000 prize for Indian storytelling
Dish TV and C21Media’s three-day summit puts seven ambitious projects before an international jury, and two walk away with serious development money
MUMBAI: India’s content industry gathered in Mumbai this March for Content India 2026, a three-day summit organised by Dish TV in partnership with C21Media, and it wasted no time making a statement. The event opened with a Copro Pitch that put seven scripted and unscripted television concepts before an international panel of judges, and by the end of it, two projects had walked away with £10,000 each in marketing prize money from C21Media to support development and international promotion.
The jury, comprising Frank Spotnitz, Fiona Campbell, Rashmi Bajpai, Bal Samra and Rachel Glaister, evaluated a shortlist that ranged from a dark Mumbai comedy-drama about mental health (Dirty Minds, created by Sundar Aaron) to a Delhi coming-of-age mystery (Djinn Patrol, by Neha Sharma and Kilian Irwin), a techno-thriller about a teenage gaming prodigy (Kanpur X Satori, by Suchita Bhatia), an investigative crime drama blending mythology and modern thriller (The Age of Kali, by Shivani Bhatija), a documentary on India’s spice heritage (The Masala Quest, hosted by Sarina Kamini), a documentary on competitive gaming (Respawn: India’s Esports Revolution, by George Mangala Thomas and Sangram Mawari), and a reality-horror competition merging gaming and immersive fear (Scary Goose, by Samar Iqbal).
The session was hosted by Mayank Shekhar.
The two winners were Djinn Patrol, backed by Miura Kite, formerly of Participant Media and known for Chinatown and Keep Sweet: Pray & Obey, with Jaya Entertainment, producers of Real Kashmir Football Club, also attached; and The Masala Quest, created and hosted by Sarina Kamini, an Indian-Australian cook, author and self-described “spice evangelist.”
The summit also unveiled the Content India Trends Report, whose findings made for bracing reading. Daoud Jackson, senior analyst at OMDIA, set the tone: “By 2030, online video in India will nearly double the revenue of traditional TV, becoming the main driver of growth.” He noted that in 2025, India produced a quarter of all YouTube videos globally, overtaking the United States, while Indians collectively spend 117 years daily on YouTube and 72 years on Instagram. Traditional subscription TV is declining as free TV and connected TV gain ground, forcing broadcasters to innovate. “AI-generated content is just 2 per cent of engagement,” Jackson added, “highlighting the dominance of high-quality human content. The key for Indian media companies is scaling while monetising effectively from day one.”
Hannah Walsh, principal analyst at Ampere Analysis, added hard numbers to the picture. India produced over 24,000 titles in January 2026 alone, with 19,000 available internationally. The country now accounts for 12 per cent of Asia-Pacific content spend, up from 8 per cent in 2021, outpacing both Japan and China. Key exporters include JioStar, Zee Entertainment, Sony India, Amazon and Netflix, delivering over 7,500 Indian-produced titles abroad each year. The top importing markets are Saudi Arabia, the UAE, Egypt, the United States and the Philippines. Scripted content dominates globally at 88 per cent, with crime dramas and children’s and family titles performing particularly strongly.
Manoj Dobhal, chief executive and executive director of Dish TV India, framed the summit’s ambition squarely. “Stories don’t need translation. They need a platform, discovery, and reach, local or global,” he said. “India produces more movies than any country, our streaming platforms compete globally, and our tech and creators win international awards. Yet fragmentation slows growth. Producers, platforms, and tech move in different lanes. We need shared spaces, collaboration, and an ecosystem where ideas, technology, and people meet. That is why we built Content India.”
The data, the pitches and the prize money all pointed to the same conclusion: India is not waiting for the world to discover its stories. It is building the infrastructure to sell them.
