Broadband
3G adoption to broadband economy: CII
NEW DELHI: A new study projects that India will have 21.3 million 3G users (11 per cent of total mobile lines) by 2010.
Within two years, India will take over Japan to become the third largest mobile market in the world after China and the US, the study, `Enabling India’s Broadband Economy-The 3G Way’, says.
Confederation of Indian Industry (CII) has carried out the survey in association with the US-based research firm The Yankee Group.
The report tends to highlight migration from 2G to 3G is inevitable, which makes it imperative for India to get prepared at the earliest to boost its economy.
This, in turn, is also likely to help the country’s economy achieve double-digit growth, which at present is approximately 7-8 per cent.
“3G services will usher in greater range of handsets, services and applications that will positively impact the growth of India’s broadband market,” The Yankee Group programme manager (wireless /mobile), Asia-Pacific Farid Yunus said while unveiling the report.
Yunus added: “India’s mobile market is growing at an impressive rate and will only be bettered with improved coverage in rural areas and mobile penetration. Regulatory bodies and policy makers will have to address contentious issues like spectrum, which are critical for growth.”
If both CDMA and GSM operators launch 3G in 2006, the report states, 0.2 per cent of total mobile users or 0.3 per cent of the total urban mobile users in the next six months.
Interestingly, the CII-Yankee study lauds the government-controlled BSNL’s decision to show interest in 3G in its latest GSM tender. Pointing out that it’s a key development, the report says most Indian operators will launch 3G services in quick succession.
“Based on international experience and early adopter profiles, 3G ARPU (average revenue per user) should be roughly three times (of) 2G ARPUs in the first year. This will gradually decline as lower spending late adopters migrate to 3G,” the study points out.
The report provides valuable insights into rural coverage, mobile penetration, handsets, services and applications, alternate technologies, regulations and policies and related issues. The present study is an attempt to leverage and use ICT tools for sustained economic growth of India.
Keeping in view that there are only one million broadband customers in India at present, against a target of 3 million by December 2005, there is a need to exploit the 3G technologies to better broadband penetration, particularly in the congested urban areas, the report emphasizes.
Industry representatives present during the unveiling of the report agreed that key factors needing attention include 3G license and handset costs, quality of service, content and the rate of technology advancements, which is presently higher than the rate of deployments.
Broadband
Zoff Foods extends Shilpa Shetty partnership into ninth year
Spice brand reinforces trust-led positioning amid growth and funding push.
MUMBAI: Nine years, one flavour and the recipe clearly still works. Zoff Foods has extended its long-running association with Shilpa Shetty, marking nine consecutive years of her as brand ambassador as the company scales its presence across Indian households. What began as a digital-first collaboration has gradually evolved into a defining element of the brand’s identity. Over nearly a decade, the partnership has mirrored Zoff’s own journey from an emerging challenger to a fast-growing FMCG player with a widening footprint across e-commerce, quick commerce and offline retail channels.
The logic behind the continuity is straightforward. In a category where trust and familiarity drive purchase decisions, particularly in spices and ready-to-cook segments, long-term associations tend to carry more weight than short bursts of visibility. Shetty’s positioning as a fitness-conscious, health-aware public figure aligns with the brand’s emphasis on purity and quality factors that are increasingly shaping consumer choices in modern Indian kitchens.
The extension also comes at a time when Zoff Foods is entering a more aggressive growth phase. The company recently raised $2 million in a Pre-Series B funding round led by JM Financial Private Equity, with participation from Aman Gupta, signalling a push towards expanding distribution, product innovation and market reach.
Company executives have positioned the continued partnership as a strategic anchor amid this expansion, reinforcing brand recall while entering new markets. For Shetty, the association remains rooted in shared values around authenticity and ingredient integrity attributes that resonate strongly with increasingly mindful consumers.
In a market crowded with new-age brands and shifting loyalties, Zoff’s approach suggests a different playbook: build slowly, stay consistent, and let familiarity do the heavy lifting. Because sometimes, in both branding and cooking, it’s not about reinventing the dish, it’s about perfecting it over time.
