MAM
Over 50% of corporate India prefers working from home: study
MUMBAI: For many, remote-working is the new norm today as on-ground operations came to a grinding halt due to the Covid2019 pandemic. Buzzinga Digital, a research-first, integrated communications agency, conducted an online research survey in an attempt to understand the behavioral and professional changes the Work From Home (WFH) culture is revealing for India’s workforce.
The pan-India study surveyed close to 500 industry professionals, across the spectrum – IT, SME, automobile, agriculture, telecom, etc. A bulk of the respondents (80 per cent) belong to the 25-44 age bracket with a majority residing in metropolitan cities like Mumbai, Pune, Bangalore, Delhi NCR, Hyderabad, Chennai, and Kolkata. This insight into the ‘Millennial-Mindset’, during India's largest work from home experiment, reveal –
· 50 per cent are optimistic about working from home and 30 per cent don’t feel any change
· 55 per cent find social-isolation a big hurdle
· 63 per cent said their e-relationship with co-workers is either excellent or very good
· 75 per cent say the biggest motivation to continue to WFH is not commuting
· More than 60 per cent feel they work more hours when working from home
It’s evident that better logistical support from companies, processes, and favorable WFH policies has the power to turn the scales in favor of WFH. This could, however, severely impact the commercial real estate market but save crores in office rental costs for enterprises.
As corporate India stays at home, it has become evident that they were starved of family time with as many as 54 per cent choosing extra family time as another motivator to continue working from home. Having said that, 75 per cent respondents also said they missed face-to-face interactions with colleagues.
The study also tried to get an insight into the post lockdown/post-COVID-19 scenario and when working professionals return to their offices. About 60 per cent said they wouldn’t want to come into the office more than two to three times a week, while 10 per cent categorically stated that they don’t like the idea of going back to an office at all.
When asked if a curfew, as a permanent fixture in the calendar, would be acceptable, almost 70 per cent replied positively with 50 per cent showing a willingness to follow it once a week. A large group of those surveyed cite environmental reasons as a primary reason to accept a curfew – 77.02 per cent believe it’s good for the ecosystem and 61.49 per cent opine that it will reduce our collective carbon footprint.
“The coming months may also see a rise in the number of digital businesses that exclusively operate online. Employers may consider digital literacy and proficiency in tech-based operations important prerequisites for hiring,” said Buzzinga Digital CEO Yashraj Vakil.
Overall, the survey indicates that WFH can potentially be the next big shift in India’s work culture. Companies that have conducted their business in traditional office spaces have been the hardest hit due to lockdown restrictions. However, to avoid a similar fate in the future, these firms are likely to embrace digitisation.
For employees, this may herald a massive change in how they work. As of now, the success of the WFH experiment is a matter of speculation, but time will tell. However, it is our best bet until the Covid2019 pandemic ends and before the lockdown is lifted.
All findings are available to see for free on Buzzinga Digital’s website: https://bit.ly/3dyCqEK
Brands
Tanishq enters natural gemstone segment with Triptii Dimri campaign
Hues collection debuts ahead of Akshaya Tritiya, spotlighting self-expression
MUMBAI: Tanishq is stepping into the natural gemstone jewellery space with a new campaign featuring actor Triptii Dimri, marking a strategic expansion ahead of Akshaya Tritiya.
The launch introduces the brand’s latest collection, ‘Hues’, a design-led range crafted in 18kt gold and built around 100 percent natural gemstones. The move signals Tanishq’s intent to tap into a fast-growing category driven by consumers seeking authenticity, individuality and expressive styling.
Conceptualised by Lowe Lintas, the campaign film leans into the idea of colour as a form of self-expression. Set in a muted, almost paused world, the narrative comes alive as Dimri selects her jewellery, triggering a burst of colour that transforms her surroundings. The visual metaphor captures how jewellery is evolving from occasion-led adornment to a more personal, mood-driven choice.
The ‘Hues’ collection draws inspiration from the vibrancy of an Indian summer, featuring gemstones such as emeralds, amethysts, citrines, tourmalines and tanzanites. With sculptural forms and techniques like cabochon cuts and layering, the designs aim to bring depth, movement and a contemporary aesthetic to fine jewellery.
Titan Company Limited chief marketing officer Pelki Tshering said, “‘Hues’ marks a bold new chapter as we introduce natural gemstone jewellery in India. The collection reflects the evolving Tanishq woman who is expressive and confident, and seeks jewellery that mirrors her individuality.”
Sharing her perspective, Triptii Dimri said, “What I love about this collection is how it celebrates self-expression through colour. It feels less about occasion and more about expressing who you are in the moment.”
Priced from Rs 30,000, the collection is positioned for both everyday wear and special occasions. To coincide with the festive season, the brand is also rolling out promotional offers, including discounts on making charges and gold rate protection schemes.
With Hues, Tanishq is not just adding a new category but also reshaping how jewellery is worn and perceived, placing personal expression and colour firmly at the centre of its design philosophy.
