Applications
kindlife revolutionises beauty and wellness with kiki.Ai
Mumbai: kindlife, India’s fastest-growing beauty, nutrition and wellness platform, introduces its groundbreaking AI-powered tool kiki.Ai. With a mission to simplify knowledge on better living, kindlife is taking a giant leap forward in providing consumers with expert-recommended guidance like never before.
Launched in December 2021, kindlife has experienced remarkable growth and is the go-to destination for young India seeking reliable and credible wellness information. The platform has over 750 brands, all of which are kindcode approved i.e. they are either plant-based, toxin-free, eco-conscious, and cruelty-free, and has over 1.5 million visitors every month. As the country’s fastest-growing platform for authentic, verified information on wellness, the brand recognises the ever-increasing need for simplifying and streamlining knowledge in this field.
In a world inundated with information, it can be difficult for individuals to discern what truly benefits their health and happiness. kindlife is addressing this challenge head-on by harnessing the power of AI and technology with kiki.AI, a tool that places technology at the centre of its mission.
Speaking at the launch, kindlife founder & CEO Radhika Ghai said, “85% of our audience are under the age of 35 and are adapting to a newer, kinder way of living. As a brand we understand that navigating through the limitless world of wellness can be an overwhelming task. This is why we developed kiki.Ai, an AI powered discovery tool to help our consumers find the right information that is expert verified. Whether the consumer is looking for products with a particular ingredient or a specific routine, kiki.Ai has got them covered on all things kind. We believe that kiki.AI will empower consumers to take control of their well-being and lead healthier, happier lives.”
Kiki.Ai simplifies knowledge by organizing complex information into easily digestible insights ensuring that users receive expert advice and guidance tailored to their unique needs and preferences. It also provides expert recommendations using AI algorithms to curate content to make sure the consumers receive expert advice, guidance tailored to their unique needs and preferences, along with expert-verified product recommendations. Lastly it not only provides personalised information that evolves over time enhancing user experience but also presents consumers with verified information backed by verified data sources and expert insights.
With the launch of kiki.AI, kindlife reinforces its position as an industry leader, dedicated to promoting kindness towards oneself and the planet. With technology at the heart of the brand, kindlife through the launch of this innovative tool continues to empower its community to make conscious and informed choices.
Consumers can embark on a journey towards a kinder and better lifestyle by visiting kiki.AI.
Applications
Inshorts Group chief Deepit Purkayastha joins IAB video council for Southeast Asia and India
The co-founder and chief executive of the short-form content platform has been inducted into the IAB SEA+India Video Council, giving India a stronger voice in shaping digital video frameworks
NOIDA: India has long been the world’s most chaotic, multilingual and mobile-first digital market. Now, one of its most prominent short-video executives is getting a seat at the table where the rules are written.
Deepit Purkayastha, co-founder and chief executive of Inshorts Group, has been selected as a member of the IAB SEA+India Video Council for 2026. Run by the Interactive Advertising Bureau, the council brings together senior leaders from Southeast Asia and India to shape standards, best practices and measurement frameworks for the fast-evolving video and digital advertising ecosystem.
The timing is pointed. According to the IAMAI-Kantar Internet in India Report 2025, over 588 million Indians are now consuming short-video content, with growth increasingly driven by rural and non-metro audiences. India’s active internet user base has crossed 950 million, with 57 per cent of users now coming from rural markets. Yet the frameworks that govern how video consumption is measured and monetised were largely designed for single-language, Western markets and have struggled to keep pace with the scale, diversity and complexity of India’s digital landscape.
Purkayastha is no stranger to these debates. He already serves on the AI Council at Marketing and Media Alliance India and as co-chair of the Digital Entertainment Committee at the Internet and Mobile Association of India. His induction into the IAB SEA+India Video Council extends that influence into the global video standards arena.
Inshorts Group sits squarely at the intersection of these forces. Its flagship product, Inshorts, India’s highest-rated short news app, reaches 12 million active users with 60-word news summaries. Its sister platform, Public App, reaches 80 million monthly active users across more than 700 districts and 12 languages, serving communities that most global platforms barely register.
Purkayastha said the opportunity was about building something more representative. “India today sits at the centre of the global video ecosystem, but the frameworks that define how value is created and measured have not always kept pace with the realities of our market,” he said. “Being part of the IAB SEA+India Video Council is an opportunity to contribute to a more representative and future-ready approach, one that accounts for diversity in language, context, and user intent.”
As a council member, Purkayastha will contribute to shaping regional standards across video advertising, measurement and platform governance, with a focus on frameworks that are native to India’s multilingual, mobile-first ecosystem rather than imported from global benchmarks designed elsewhere.
For years, India has been content to play by rules written for other markets. Purkayastha’s induction is a signal that it is done waiting to be consulted and ready to start writing them.
