MAM
IVM Podcasts launches ‘Smartphone Nation’
Mumbai: IVM Podcasts, a leading podcast network, is launching its first-ever documentary-style podcast called, ‘Smartphone Nation’ in partnership with Omidyar Network India, an investment firm focused on impact. The 26-episode series dives deep into the heart of India’s digital revolution, shining a spotlight on the ‘Next Half Billion’ (NHB) – the 500 million first-time internet users who have come online via their smartphones between 2018 and 2022. Smartphone Nation’ premieres on 15 September 2023, on the IVM Podcast Network.
Hosted by the dynamic duo of Utsav Mamoria, a market researcher and seasoned podcaster, and Niveditha Prakasam, a well-known comedian and writer, ‘Smartphone Nation’ features the voices of consumers, especially the NHB, entrepreneurs and investors. Available in English, Hindi and Tamil, Smartphone Nation paints a vivid picture of how pioneering startups are innovating for the Next Half Billion, and how this substantial population segment is reshaping India’s socio-economic landscape.
From education and healthcare to insurance and transport, the podcast explores game-changing initiatives that cater to the specific needs of these new internet users, providing them with an opportunity for social and economic mobility and to improve their lives.
IVM Podcasts- Pratilipi head Amit Doshi commented “’Smartphone Nation’ is not just about technology; it’s a celebration of human stories that are reshaping the contours of our nation. Through our partnership with Omidyar Network India, we’re giving voice to the experiences, challenges, and triumphs of entrepreneurs and first-time internet users, fostering a deeper understanding of India’s digital journey. It’s about bridging the gap between technology and human experiences, highlighting not just the digital revolution, but also the human spirit that propels it. As we delve into the narratives of the ‘next half billion’ and the startups driving this transformative wave, we hope to inspire, educate, and empower audiences across the country.”
Omidyar Network India director, marketing & communications Rohan Vyavaharkar said, “The Next Half Billion represent the bottom 60 per cent of India’s income distribution, but they also represent the hustle and ambition of India. Smartphone Nation is an opportunity to underline just how their lives are undergoing transformation due to technology. The show also brings out how the NHB is helping entrepreneurs understand better use of tech to build solutions specifically for them. We hope the show helps listeners appreciate just how much change is afoot on ground while also encouraging aspiring entrepreneurs the opportunity in innovating for the Next Half Billion.”
From the bustling urban centers to the heart of rural India, Smartphone Nation invites audiences to tune into this chronicle of a nation that is in the midst of a digital transformation. The podcast will be available on IVM Podcasts’ YouTube channel and all leading audio streaming platforms.
Brands
Lovetc appoints Tamannaah Bhatia as brand face
Ananya Birla’s premium colour cosmetics line gears up for strong second year with 30 per cent monthly growth and fresh face category launch.
MUMBAI: Lovetc is tinting its success story with a starry new shade Tamannaah Bhatia has just been named the face of Ananya Birla’s premium beauty brand. As the colour cosmetics label under Birla Cosmetics completes a vibrant first year in April 2026, it is entering its second chapter with impressive momentum. The brand has delivered 30 per cent month-on-month growth, expanded thoughtfully into offline and quick-commerce channels, and built a loyal following through a digital-first approach mixed with genuine consumer connections.
Priced between Rs 650 and Rs 1,850, Lovetc focused its debut portfolio on lips and eyes categories. Hero products such as Tint, Talk, Etc Radiant Glow Hydrating Tint (SPF 30 PA++), Pout, Perfect, Etc Matte Bullet Lipstick, and Melt, Miracle, Etc Treatment Oil-Infused Lip Balm quickly won hearts. Early shoppers showed strong purchase intent, with average order values ranging from Rs 1,200 to Rs 2,800 and an average of two items per transaction, signalling healthy basket-building and repeat purchases.
The brand made its mark in key metros including Mumbai, NCR, Chennai, Bengaluru, Chandigarh, Patiala, Ludhiana, and Cochin, while Tier-2 cities surprised with robust demand and loyalty. On the distribution side, Lovetc entered 90 offline retail doors in year one and is on track to cross 150 doors by Q2 2026, choosing each outlet carefully to match its premium positioning.
To mark the milestone, Lovetc is stepping into the face category with the launch of Ace, Face, Etc 4K Blur Matte Foundation in eight shades tailored for diverse Indian skin tones. Additional innovations like the multi-purpose The Etc stick and longwear lip tint Love Bites are also in the pipeline.
Tamannaah Bhatia, known for her pan-India appeal across films and her authentic love for beauty, brings cultural relevance and credibility to the brand. Ananya Birla, founder of Birla Cosmetics, said, “Year Two is going to be big. The brief for every new launch remains the same: Does it perform? Is it playful? Is it kind to the person wearing it? Performance, playfulness, and kindness that is the promise we intend to keep. Bringing Tamannaah on board feels especially pertinent because she brings together an authentic love for beauty with a connection that cuts across audiences and geographies.”
Tamannaah Bhatia added, “I have always loved beauty as a form of self-expression, and what drew me to Lovetc is that it feels playful, thoughtful, and modern at the same time. I am excited to be the face of a brand that is creating products with both performance and personality.”
With deliberate growth, quality-focused retail expansion, and a celebrity partner who genuinely connects with beauty lovers nationwide, Lovetc is blending performance with personality in a market hungry for thoughtful premium options. As it steps into year two, the brand is proving that in beauty, the right tint can make everything glow a little brighter. Delhi, Mumbai, or a Tier-2 favourite Lovetc is colouring India’s beauty shelves with confidence and charm.
