iWorld
Sunil Raina calls the shots as new managing director at Lava International
MUMBAI: Sunil Raina has officially taken the reins as managing director at Lava International, stepping into the hot seat after a stellar 15-year rise through the ranks at the homegrown mobile brand.
From leading marketing at Xolo to steering strategy as president and business head, and most recently serving as executive director, Raina has been the driving force behind Lava’s brand identity, market expansion, and product innovation over the years.
His journey with the company began in 2010 as chief marketing officer, and since then, he’s been pivotal in Lava’s evolution from an emerging player to a Make in India torchbearer.
With earlier stints at Telenor, Reliance Communications, Airtel, and Tata Teleservices, Raina’s telecom roots run deep. His marketing chops and GTM savvy are expected to play a key role as Lava navigates India’s fiercely competitive smartphone battleground.
Industry insiders say Raina’s elevation signals a renewed push for domestic dominance and global ambition, as the brand looks to consolidate its positioning against Chinese rivals and double down on manufacturing, design, and distribution.
As the handset wars heat up, all eyes are on how Lava’s homegrown hero plans to dial up growth—and ring in a fresh era of desi disruption.
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.
