MAM
Godrej Appliances urges citizens to join the ‘India vs e-waste’ battle
MUMBAI: L’Affaire, an annual lifestyle event of Godrej, turned into a completely green event in its just concluded fourth season, witnessing more than 1300 people including several prominent personalities, influencers, members of the media fraternity, corporates, television and film celebrities.
Godrej Appliances used the occasion to draw attention to the rising e-waste menace – India is the fifth largest e-waste generating nation, as per global e-waste monitor 2017. It did so, by unveiling a life-size installation made of e-waste material like electrical components and parts, cables, compressors, chargers, circuits etc. The creation, titled #TheNonThinkingHuman as a spin on the famous statue of ‘The Thinker’ and the concept of the ‘Thinking Man’, depicted the modern man/woman, who is not mindful of the number of electronics and appliances that he/she consumes and disposes off irresponsibly, without thinking about its harmful effects on the environment. The installation encouraged the philosophy of ‘reduce, reuse and recycle’.
Godrej Group chairman Adi Godrej along with Godrej Group executive director Tanya Dubash extended their support to the e-waste awareness program.
Godrej Group executive director Tanya Dubash further added, “The concept of green is ingrained in the DNA of the brand, Godrej, in fact this edition of L’affaire was entirely designed around sustainability. The brand believes in leveraging all opportunities to connect with the community and share thought provoking ideas. One such attempt is the installation by Godrej Appliances #TheNonThinkingHuman, crafted to emphasize that in today’s technology led world, we need to be mindful in our purchases and even more so in the way we dispose off our products at the end of their life, true to the concept of being part of a ‘circular economy."
Godrej Appliances business head and executive vice president Kamal Nandi commented, “As a responsible and environmentally conscious brand, Godrej Appliances has been developing and promoting green products and green manufacturing for quite some time. We are taking the conversation further to address e-waste awareness as a natural extension. On this account, we urge everyone to be mindful when buying appliances and electronics and most importantly, at the end of the product’s life cycle, to be careful and dispose off e-waste responsibly. We are also offering them an easy mechanism of just calling the Godrej toll free number 1800 209 5511 to schedule a pick up for their old appliance.”
Among others, popular Bollywood actor Bhumi Pednekar was also a part of the lifestyle event. Bhumi, who is very proud of her ‘climate warrior’ tag urged people to join in the fight against e-waste by calling the Godrej Appliances toll free number. She was joined by many other celebrities like Shweta Nanda Bachhan, chef Varun Inamdar, popular RJ Hrishi K who extended support to the green cause.
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.
