iWorld
Humans of Bombay blossoms into full-stack media powerhouse
MUMBAI: Humans of Bombay (HOB), the platform that’s touched millions with its poignant tales, is no longer just telling stories; it’s now poised to write its own, transforming into a full-stack digital media company. Having spun over 6,500 narratives and built a community of more than 7M, HOB is branching out to become a veritable media tree.
With a belief that real human stories can, in fact, change the world, HOB is now taking that power to the next level. Expect a bumper crop of original IPs, bold new partnerships, and immersive formats that aim not just to recount lives, but to shape the very culture of a New India. It’s a bit like turning a heart-warming anecdote into a blockbuster franchise.
“Stories change people. And people change the world. We’re building storytelling ecosystems—formats and IPs designed to inspire, influence, and push India forward.” said Humans of Bombay founder & CEO, Karishma Mehta
Every grand transformation needs the right hands to steer the plough, and HOB is no exception. They’ve brought in some serious talent to cultivate this new growth.
Amit Sobti is joining HOB as its new president. With two decades of experience in building and scaling media companies, including a dozen years spent nurturing Fork Media into one of India’s leading digital media powerhouses—Sobti will be driving operations, revenue, and partnerships to new heights. He’s clearly got a knack for turning narratives into net profits.
“This move just felt right,” Humans of Bombay president, Amit Sobti. “I’ve spent years building brands and businesses, but HOB is different. It’s honest. It’s human. And in a world full of noise, that really matters. I’m excited to help shape what comes next—thoughtfully, and with purpose.”
And because creativity is the very soil in which HOB thrives, Jasleen Kaur Gupta is stepping in as vice president, creatives & delivery. Armed with a decade of experience in shaping content, marketing, and talent IPs at big names like Myntra, 120 Media Collective, and Fork Media, gupta will lead the creative vision, bringing bold, fresh storytelling formats to vivid life.
Much before joining HOB, I was a fan of their content. To now actually be here and have the opportunity to make an impact with life changing storytelling and creative experiments is a chance to do what I do best. Build. Bigger, better and be disruptive,” says Jasleen Kaur.
“At our core, we’ll always stand for real, empathy-driven stories. But the future we’re building is about going beyond content—into culture, influence, and impact at scale,” adds Karishma Mehta.
iWorld
JioHotstar enters micro-drama space with 100 shows under Tadka banner
Short-form push targets 300M users as content meets commerce in new format
MUMBAI: JioStar has made a bold play in India’s fast-growing micro-drama space, rolling out over 100 short-form shows under its new Tadka banner on JioHotstar, timed with the massive viewership surge of the Indian Premier League 2026.
The scale of the launch signals clear intent. Rather than testing the waters, the company has dived in headfirst, releasing a wide slate of content on day one. Each show is designed for quick consumption, with episodes running 60 to 90 seconds in a vertical format tailored for mobile-first audiences.
The move comes as India’s micro-drama market, currently valued at around $300 million, is projected to grow tenfold to over $3 billion by 2030. Globally, the format has already proven its mettle, with China’s micro-drama sector recording explosive growth in recent years.
What sets this rollout apart is its built-in monetisation strategy. The shows are free to watch and ad-supported, with brand integrations woven directly into storylines from the outset. It reflects a broader shift where content and commerce are increasingly intertwined, rather than operating in silos.
The timing is equally strategic. With more than 300 million users already tuning in for IPL action, JioHotstar is effectively turning cricket’s biggest stage into a discovery engine for its new format.
The company is not entering an empty arena. Early movers like Kuku TV, MX Player and platforms backed by Zee Entertainment Enterprises have already laid the groundwork, building audiences and validating demand for snackable storytelling.
Now, with scale, distribution and advertiser interest aligning, the big players are stepping in. For JioStar, Tadka may well serve as a proving ground for the next evolution of digital entertainment, where every minute counts and every second sells.
If the bet pays off, India’s next big content wave might just arrive in under 90 seconds.
