News Broadcasting
India TV getting serious about news?
MUMBAI: Frequent allegations of sensationalist journalism notwithstanding, India TV has managed to stay at the top of its game, what with veterans like Rajat Sharma associated with the Hindi news channel.
And now when the channel is in the middle of a refresh to let people know it has become serious about the news business, what better than ‘Brand Sharma’ to lend credibility to the exercise.
As India TV MD and CEO Ritu Dhawan puts it: “Till recently, audiences were more interested in non-political and ‘popular’ content, so we were catering to that. Now with elections and various other news events, the flavour of hard news is back, so we have refreshed our programming completely. Today, the number of news stories on India TV is more than that on any other news channel. With Rajat Sharma leading the pack and Q W Naqvi at the helm of affairs, our viewers can be assured of the most accurate and responsible news reporting, which will further cement our leadership position in the Hindi news genre.”
In fact, the channel’s reliance on Sharma’s popularity emanates from a position of knowledge wherein it actually commissioned research to find out how best it could highlight its repositioning. “One thing that came out very clearly is that ‘Brand Rajat Sharma’ riding on the credibility it brings in, will have a towering effect on ‘Brand India TV’. It further suggested that people may like to see that connect personified both in terms of communication and programming. And so, not only is the editor-in-chief back on prime time news with his daily analysis show, Aaj Ki Baat Rajat Sharma ke saath, he is also the face of the brand campaign,” reveals Dhawan.
Indeed, as part of the revamp, India TV has embarked on an ambitious, six-week-long marketing campaign which leverages Sharma’s popularity with the audience. The first leg of the campaign will run for 21 days across Hindi speaking markets like Mumbai, Delhi, Agra, Lucknow, Allahabad and Gorakhpur. Life-size images of Sharma will adorn hoardings and billboards across these cities as well as digital ports at arrival and departure terminals in Mumbai, Delhi and Kolkata.
The banners focus on Sharma’s pensive expression along with the words, ‘You, me and India TV – let’s change the face of the nation’ and have been designed by Saints & Warriors, one of the three creative agencies that were short-listed for the job.
“Three agencies made it to the final short-list for the job, basis what they had presented in response to the brief given. Eventually, Saints & Warriors was chosen for the assignment, basis further discussions with them. Their credentials, clarity of thought, and extended execution sampling helped us clearly decide in their favour,” informs Dhawan.
Working on ad placement on news websites by geographically targeting them to suit audiences is Agency Ecosystem by Amar Ujala, which has a target to reach 35 million impressions through websites like Dainik Bhaskar and Amar Ujala. “We have tried to keep a close leash on expenditures. The first leg of 21 days of the campaign is to the tune of Rs 5.5 crore,” reveals Dhawan.
It is learnt that the revamp is not only to tone down sensational news but also because of the increase in the number of news channels which has led to severe fragmentation of viewership. While India TV was launched at a time when its competitors could be counted on one’s fingers, it now has several competing channels swimming in the same pond. “With so many new and small channels taking up a large percentage of the market, it has become a highly competitive space so the brand refresh was done to mainly maintain our viewership,” a source from India TV tells this website.
Whatever the reasons for the refresh, it’s just two days since the campaign has kicked off and people are getting used to the posters of Sharma in his signature pose with folded hands. What remains to be seen however is to what extent Sharma will help change people’s hitherto perception of India TV.
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.
