iWorld
Hoichoi taking measures to reduce internet consumption overload
MUMBAI: In the wake of COVID-19 security measures, where the government is advising the population to stay home, work from home and follow social distancing, internet consumption has risen to such an extent that the COAI (Cellular Operators Association of India) has requested prominent streaming platforms to reduce their bitrates.
In such a situation, it is essential for OTT platforms to cooperate and stream content strategically. Thus, Hoichoi is already taking significant steps to initiate the process of rolling back its bitrates. It will be complying with the COAI in limiting network congestion while its audience-base can enjoy their favourite content undisrupted with a seamless viewing experience.
As per the requests laid out by the COAI, the measures being implemented are:
-Hoichoi has disabled 1080p (HD – High Definition) downloads from its Offline Download feature.
-There are no advertisements or pop-ups running on the platform, as Hoichoi is an SVOD streaming service.
-Hoichoi is also working to limit streaming to 720p max, to be executed at the earliest.
Hoichoi co-founder Vishnu Mohta commented, “Careful monitoring is being done in every step of the way so we can do our bit during these tough times. While we welcome the 4x spike in traffic we are gaining from users for our content, it is essential to also remember that requisite actions should be taken to not overburden our network providers and telecom partners.”
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.
