MAM
Hamam takes an innovative approach to uphold the dignity of women devotees at the Kumbh
MUMBAI: Before you read this, do an internet search using the keywords – ‘Women at Kumbh’. Most, if not all, of the pictures your search will yield will be of women in saris and petticoats taking the Holy Dip. Clothes which are clinging to their bodies as soon as they get wet, making these women vulnerable to prying eyes.
Hamam believes in helping women #GoSafeOutside by empowering them with skills and means to counter their vulnerability. The brand lives this philosophy not only through its communication but by also engaging through direct initiatives such as putting up ‘CCTV hoardings in Chennai’ and conducting school contact programs that train young girls in Self-Defense.
Extending its initiative to the Kumbh 2019, the brand started its journey by sponsoring women only changing rooms at the ghats. But soon realized that this is not enough, as the walk to the changing room after the dip in the river is when polyester or cotton saris are wet and clinging, leaving women most vulnerable to unsolicited attention and even pictures.
Working with brand partner, Ogilvy India, Hamam has created a simple yet effective solution – Waterproof Sarees for women which form a large part of the Kumbh gathering! The same sari that the women are used to, but with a simple layer of waterproofing treatment that makes the fabric aqua phobic. This makes it an ideal clothing option for women devotees taking a holy dip at the Holy Sangam.
The Hamam waterproof saree is designed in a charming yellow color and was made available to devotees on the auspicious occasion of Basant Panchami today, which is one of the five most important Shai Snan dates when devotees gather in large numbers for the Holy Dip to cleanse their body and soul. Also called the Saraswati Snan day, devotees are known to welcome this festival wearing traditional yellow attire and worshiping Goddess Saraswati (the Goddess of learning and knowledge).
Sharing insights into Hamam’s objective behind the waterproof sarees initiative, Harman Dhillon, General Manager, Skin Cleansing India at Unilever said, “Hamam feels a sense of responsibility towards making a positive difference not just to people’s skin, but also to their daily lives. Through our #GoSafeOutside positioning, we want to help improve the sense of safety people feel when they are outside: by raising awareness, kick starting conversations and facilitating solutions. The Waterproof Sarees at Kumbh are not just a solution to help preserve the modesty of female pilgrims, they are also a shout out to society to be more respectful and discrete about they view of women. If men have the right to take the Holy Dip without the worry of unsolicited attention, society needs to adjust its mindset to allow women to do the same without being self-conscious.”
Sukesh Nayak, Chief Creative Officer and the man behind the waterproof sarees shares how he came up with this idea: “Under our #GoSafeOutside platform, we intiated ‘The Waterproof Sarees’ at Khumbh. An innovative way of helping women preserve their modesty while taking the Holy Dip. Helping them take a bath in the river in the open without worrying about the preying eyes.”
Brands
Wipro hires 7,500 freshers, withholds FY27 hiring outlook
Profit rises to Rs 3,522 crore, Rs 15,000 crore buyback announced.
MUMBAI- Hiring may be on, but visibility is off, Wipro is adding talent even as it pauses the crystal ball. The company hired 7,500 freshers in FY26 but stopped short of offering any hiring outlook for FY27, underscoring the uncertainty gripping the IT services sector as it pivots towards an AI-led operating model.
The disclosure came alongside its fourth-quarter earnings, where management flagged volatile demand conditions and refrained from committing to future workforce expansion. Chief human resources officer Saurabh Govil noted that over 3,000 of the total hires were onboarded in the March quarter alone, signalling continued intake despite a lack of clarity on deployment pipelines.
This divergence active hiring without forward guidance reflects a broader industry pattern where talent acquisition continues even as deal conversions remain uneven and client spending cycles stretch. Wipro expects its IT services revenue for the June quarter to range between a decline of 2 per cent and flat growth sequentially in constant currency terms, reinforcing near-term caution.
Chief executive officer Srini Pallia pointed to artificial intelligence as both a disruptor and an opportunity. He said evolving client priorities are pushing the company towards outcome-driven engagements, with Wipro increasingly focusing on a services-as-software model through its AI Native Business and Platforms unit. The shift marks a structural change from traditional headcount-led growth to AI-enabled delivery frameworks.
The company has already committed over $1 billion to its AI ecosystem, with investors closely watching how these investments translate into revenue. For now, the numbers present a mixed picture. Net profit rose sequentially to Rs 3,522 crore, while revenue grew 3 per cent to Rs 24,236 crore. However, core IT services performance remained under pressure, with full-year revenue declining 0.3 per cent in dollar terms and 1.6 per cent in constant currency.
Large deal bookings offered a counterpoint, rising 45.4 per cent year-on-year to $7.8 billion, highlighting a widening gap between deal wins and actual revenue realisation. On a quarterly basis, IT services revenue slipped 1.2 per cent sequentially, signalling continued softness in execution.
Margins, however, told a more optimistic story. Operating margins expanded to 17.3 per cent in the fourth quarter, up from 14.8 per cent in the previous quarter, reflecting improved cost discipline. That said, the company cautioned that upcoming wage hikes and the ramp-up of large deals could exert pressure going forward.
Attrition stood at 13.8 per cent in the March quarter, indicating stabilisation after periods of elevated churn. Alongside its earnings, Wipro also announced a Rs 15,000 crore share buyback, reinforcing its focus on shareholder returns, with a payout ratio of 88 per cent over the past three years.
Taken together, the numbers capture a company in transition investing in AI, maintaining hiring momentum, but navigating a demand environment where growth is uneven and visibility remains limited.
