e-commerce
Indhu Radhakrishnan launches Culturati
Mumbai: Pepper Media’s co-founder Indhu Radhakrishnan, has launched Culturati, a curated e-commerce platform dedicated to supporting traditional and indigenous Indian art and crafts. Backed by a team with over two decades of experience in digital media and storytelling, Culturati promises to bring the rich heritage of Indian artisans to a global audience.
Culturati will feature a meticulously curated collection of traditional art and craft, each with its unique story and cultural significance. The platform aims to promote sustainability by working closely with artisans to ensure fair trade practices and the use of eco-friendly materials. By offering a platform and marketing support for these artisans, Culturati seeks to preserve traditional crafts and provide sustainable livelihoods for craftsmen across India.
Radhakrishnan expressed her excitement about the launch, stating, “We are on a mission to make traditional cool again. Culturati is not just an e-commerce platform; it is a celebration of India’s rich artistic heritage. By bridging the gap between traditional artisans and global consumers, we aim to create a sustainable ecosystem that honors and preserves our cultural legacy.”
Pepper Media, under Indhu Radhakrishnan’s leadership, has established itself as a powerhouse in digital media, renowned for its innovative storytelling and content creation. Leveraging this expertise, Culturati will present each artisan’s story, creating a deeper connection between the consumer and the craft. This emphasis on storytelling not only highlights the craftsmanship but also honors the cultural heritage and traditions behind each piece.
Culturati aims to provide a seamless shopping experience, combining the authenticity of traditional crafts with the convenience of modern e-commerce. The platform will feature a diverse range of products, including art, décor, fashion jewelry, and more, all sourced from skilled artisans across India.
Culturati invites everyone to explore the vibrant world of Indian crafts, support local artisans, and become a part of the journey to preserve India’s artistic heritage. For more information, visit www.culturati.in.
e-commerce
Instamart and Duolingo launch street spell check campaign for Instaprint
Duo the owl fixes signboard typos across cities to showcase instant printing.
MUMBAI: If spelling mistakes had a sworn enemy, it might just be a bright green owl with a printer. Instamart has teamed up with language learning platform Duolingo for a quirky nationwide campaign that turns everyday spelling errors into a public spectacle while promoting its instant printing service, InstaPrint. The playful activation takes aim at the many misspelled shop boards and public signs scattered across Indian streets. From “saloons” that promise haircuts rather than drinks to menus and posters peppered with punctuation mishaps, the campaign sends Duolingo’s mascot Duo on a mission to restore linguistic order.
Armed with Instamart’s instant printing feature, Duo prints corrected versions of the mistakes on the spot and pastes them over the originals. The result is a series of humorous street interventions that have quickly begun circulating on social media.
Photos and videos of the grammar correcting owl have been widely shared online, with amused users reacting to the unexpected spell check patrol. One user joked, “Ab ayega na maza bhidu,” capturing the internet’s delight at the unusual campaign.
Behind the humour lies a practical message. The activation is designed to showcase the capabilities of Instaprint, Instamart’s printing service that allows users to print documents and posters almost instantly.
The company says the feature is meant for everyday needs such as printing resumes, visa documents or last minute posters without the usual scramble to locate a print shop.
Instamart introduced Instaprint in 2025 across select metropolitan cities including Bengaluru, Mumbai and Delhi. The service allows users to order printed materials directly through the platform, extending the quick commerce model beyond groceries and household essentials.
By combining Duolingo’s famously persistent owl with India’s street level spelling quirks, the campaign taps into the internet’s long running fascination with grammar mistakes while demonstrating a real world use case for instant printing.
After all, in a world full of typos, sometimes what you really need is a quick printer and a very determined language teacher.
