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Tata Elxsi’s Two Big Wins at iF DESIGN AWARD 2024
Mumbai: Tata Elxsi, a global leader in design and technology services, has won two iF DESIGN AWARDs in User Experience Design for its Sports and Entertainment OTT Experience solution and Product Design for the “Aha!” Tea Vending Machine for Chaayos.
The competition was intense: over 11,000 entries were submitted from 72 countries. A jury of 132 independent design experts from all over the world handpicked the final winner.
The sports and entertainment OTT experience solution, developed by Tata Elxsi and recipient of the User Experience Design award, offers synchronised real-time data and user controls, enabling a seamless premium sports viewing experience. The solution addresses the saturated streaming market by targeting Millennials and Gen Z across diverse regions. The new solution streamlines multiple products into one platform, fostering brand loyalty and user engagement through AI-powered immersive ads and innovative monetisation opportunities.
Tata Elxsi developed the “Aha!” tea vending machine for Chaayos to bring authentic chai experiences to workplaces and academic institutions. Recently launched in the market, “Aha” machine is a one-of-a-kind, IoT-enabled device, catering to the Indian market with up to 50 customisation options directly from users’ phones. In a matter of less than 30 seconds, users can enjoy a freshly brewed cup of chai. Embracing sustainable design practices, Aha! stands out as a sustainability champion, crafting every cup with 100 per cent natural ingredients and streamlining processes to reduce waste to less than one per cent. This innovative solution was adjudged the winner in the product design category.
Chaayos CTO Mohit Malik said, “Tata Elxsi’s expertise in the vending category and their strong design team has been instrumental in elevating our next-gen machines to offer a much better customer experience. Their approach to design, usability and manufacturability has delivered the product that is not only visually appealing but high on consumer engagement. It is a great masterpiece that demonstrates seamless integration of design, technology and consumer experience. We are thrilled with the outcome and proud of Tata Elxsi’s recognition at the iF DESIGN AWARD 2024.’’
“Designing products that foster a strong affinity with users and embed sustainability has become essential. At Tata Elxsi, this approach allows our design teams to consistently deliver solutions that not only meet but exceed our clients’ expectations. We are delighted that some of our work has been recognised at the prestigious iF Design Award 2024,” Tata Elxsi chief designer Shyam Sunder B K.
“This recognition reaffirms our dedication to shaping the future of User Experience Design in the dynamic world of OTT platforms. Winning this prestigious award fuels our team’s drive to keep revolutionising the streaming industry with fresh, captivating experiences,” Tata Elxsi chief designer, experience Utkarsh Biradar.
Each year, the world’s oldest independent design organisation, Hannover-based iF International Forum Design GmbH, organises the iF DESIGN AWARD, recognised as an arbiter of quality for excellent design since 1954. The award honors design achievements in all disciplines: product, packaging, communication and service design, architecture, and interior architecture as well as professional concept, user experience (UX), and user interface (UI).
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With 57 per cent single new users, Ashley Madison rebrands as discreet dating platform
Platform says majority of new members now identify as single
INDIA: Ashley Madison is shedding the “married-dating” label that defined it for two decades, repositioning itself as a platform for discreet dating in what it calls the post-social media age.
The rebrand, unveiled in India on 27 February, 2026, marks a structural shift in business model and identity. Once synonymous with married dating, the company now describes itself as the “premier destination for discreet dating” under a new tagline: Where Desire Meets Discretion.
The pivot is data-driven. Internal figures show that 57 per cent of global sign-ups between 1 January and 31 December, 2025 identified as single: a notable departure from the platform’s married core. The company argues that its community has already evolved beyond its original positioning.
“In an age where our lives have been constantly put on public display, privacy has become the new luxury,” said Ashley Madison chief strategy officer Paul Keable. He framed the platform’s offering as “ethical discretion” for singles, separated, divorced and non-monogamous users seeking private connections.
The shift also taps into wider digital fatigue. A global survey conducted by YouGov for Ashley Madison, covering 13,071 adults across Australia, Brazil, Canada, Germany, India, Italy, Mexico, Spain, Switzerland, the UK and the US, found mounting discomfort with hyper-public online lives.
Among dating app users, 30 per cent cited constant swiping and messaging as a source of fatigue, while 24 per cent pointed to pressure to curate public-facing profiles and early personal disclosure. Some 27 per cent said fears of screenshots or information being shared contributed to exhaustion; an equal share cited unwanted attention.
The retreat from oversharing appears broader. According to the survey, 46 per cent of adults actively try to keep most aspects of their life private online. Only 8 per cent feel comfortable sharing most aspects publicly, while 35 per cent say they are becoming more selective about what they disclose.
Ashley Madison is betting that this cultural recalibration towards controlled visibility can be monetised. By doubling down on privacy infrastructure and reframing itself around discretion rather than infidelity, the company is attempting to convert reputational baggage into a premium proposition.
