News Broadcasting
Beginnen Media’s Azaad and MX Player announce strategic partnership
Mumbai: Beginnen Media’s premium rural entertainment channel Azaad and entertainment app MX Player have announced a strategic partnership to enable exponential growth by bringing together the linear, rural, and digital worlds.
With the strong belief in the ‘power of engaged connections’ and the aspiration to meet its viewers at their doorstep, Azaad and MX Player are all set to reach out to the Indian diaspora with new stories embedded in the rural fabric and culture, said the statement. “Azaad will soon add to its repertoire original content, besides the syndicated content that is currently on air,” it added.
Beginnen Media recently launched Azaad with the premise of being ‘People First. Rural First’ and MX Player, with its large and diverse audience of over 200 million monthly active users caters to its audiences with varied entertainment palettes.
“The union with MX Player offers a seamless consumer experience on both mediums as we attempt to be innovators at the intersection of TV and digital,” said Beginnen Media’s managing director, Bharat Kumar Ranga. “Azaad is for people with rural mindsets where people access entertainment on both TV and the internet. We needed to find the right anchor that compliments Azaad on the internet. MX Player immediately aligned to our vision as we share a commonality of consumer centricity that will assist us with our expansion goals. MX valued our idea and intent, and Azaad loved their youthfulness, vigour, hunger for growth, and uncanny consumer centricity. For consumers, MX and Azaad will appear like one common platform. This reflects Beginnen Media’s entrepreneurial spirit and dedication to using our experience of innovation as the roadmap for propelling the industry forward to an all-new way of doing business,” he added.
“In an industry first, this association will transcend traditional TV and digital OTT to drive synergies and foster growth for both players, by creating innovative new content and catering to a larger audience set. As a platform that can reach consumers at every touchpoint, this strategic partnership with Azaad is sure to entertain the masses and drive more engagement for both brands,” shared MX Group CEO, Karan Bedi.
“We believe that this distinct UnionShip with MX Player will surely be the best manner in which two standalone brands together will unlock the power of TV and OTT in an integrated manner by leveraging synergies to reach and engage with maximum viewers,” said Beginnen Media CMO, Rachin Khanijo. “We have approached this association creatively as well as strategically to ensure that there’s a strong audience fit and have planned on scaling it with projected metrics of what TV and digital are expected to deliver – both at an attributed and holistic level.”
“This unique union compliments MX strategically – adding many hues of entertainment to our diverse content offering and bringing with it fresh, young, and new flavours reflecting the ethos of today’s rural Indian fabric,” said MX Player, SVP, and head – content acquisitions and alliances, Mansi Shrivastav. “With this distinctive slate, we are well poised to cater to every palette and are excited that this association with Beginnen Media’s premium heartland entertainment channel Azaad will enhance viewership and aid market expansion.”
News Broadcasting
Induction cooktop demand spikes 30× amid LPG supply concerns
Supply worries linked to West Asia tensions push households and restaurants to turn to electric cooking alternatives
MUMBAI: As geopolitical tensions in West Asia ripple through global energy supply chains, the familiar blue flame in Indian kitchens is facing an unexpected challenger: electricity.
What began as concerns over the availability of liquefied petroleum gas (LPG) has quickly evolved into a technology-driven shift in cooking habits. Households across India are increasingly turning to induction cooktops and other electric appliances, initially as a backup but now, for many, a necessity.
A sudden surge in demand
Recent data from quick-commerce and grocery platform BigBasket highlights the scale of the shift. According to Seshu Kumar Tirumala, the company’s chief buying and merchandising officer, demand for induction cooktops has risen dramatically.
“Induction cooktops have seen a significant surge in demand, recording a fivefold jump on 10 March and a thirtyfold spike on 11 March,” Tirumala said.
The increase stands out sharply when compared with broader kitchen appliance trends. Most appliance categories are growing within 10 per cent of their typical demand levels, while induction cooktops have witnessed explosive growth as households rush to secure an alternative cooking option.
Major e-commerce platforms including Amazon and Flipkart have reported rising searches and orders for induction stoves. Quick-commerce apps such as Blinkit and Zepto have also witnessed stock shortages in major metropolitan areas including Delhi, Mumbai and Bengaluru.
What was once considered a convenient appliance for hostels, small kitchens or occasional use has suddenly become an essential addition in many homes.
A crisis thousands of miles away
The trigger for this shift lies far beyond India’s kitchens.
Escalating conflict in the Middle East has disrupted shipping routes through the Strait of Hormuz, one of the world’s most critical energy corridors. Nearly 85 to 90 per cent of India’s LPG imports pass through this narrow waterway, making the country particularly vulnerable to supply disruptions.
The ripple effects have been swift.
India currently meets roughly 60 per cent of its LPG demand through imports, and tightening global supply has already begun to affect domestic availability and prices.
Earlier this month, the price of domestic LPG cylinders increased by Rs 60, while commercial cylinders rose by more than Rs 114.
To discourage panic buying and hoarding, the government has also extended the mandatory waiting period between domestic refill bookings from 21 days to 25 days.
Restaurants feel the pressure
The strain is not limited to households. Restaurants, hotels and roadside eateries are also grappling with supply constraints as commercial LPG availability tightens under restrictions imposed through the Essential Commodities Act.
In cities such as Bengaluru and Chennai, restaurant associations report that commercial LPG availability has dropped by as much as 75 per cent, forcing many establishments to rethink their kitchen operations.
Some restaurants have reduced menu offerings, while others are rapidly installing high-efficiency induction systems, creating hybrid kitchens where electricity now shares the workload with gas.
For smaller eateries and roadside dhabas, the shift is less about sustainability and more about survival.
A potential structural shift
The government has maintained that there is no nationwide LPG crisis and has directed refineries to increase production to stabilise supply.
Nevertheless, the developments of March 2026 may already be triggering a longer-term behavioural shift.
For decades, LPG has been the backbone of cooking in Indian households. However, recent disruptions have highlighted the risks of relying on a single fuel source.
Increasingly, households appear to be hedging against uncertainty by adopting electric cooking options to guard against price volatility and delivery delays.
If the current trend continues, the induction cooktop, once viewed as a niche appliance, could emerge as a quiet symbol of India’s evolving kitchen economy.
