Broadband
UK targets full-fibre broadband coverage by 2033
MUMBAI: To ensure that all citizens of UK benefit from technology, the government has said that FTTH should be fitted as standard in all new homes. This proposal is part of a new national telecoms strategy drawn up by the UK Department for Digital, Culture, Media and Sport (DCMS).
Currently, copper wire network delivers the service which is targeted to be replaced by full-fibre broadband coverage by 2033 across the country. “We want everyone in the UK to benefit from world-class connectivity, no matter where they live, work or travel,” DCMS Secretary Jeremy Wright said.
“This radical new blueprint for the future of telecommunications in this country will increase competition and investment in full-fibre broadband, create more commercial opportunities and make it easier and cheaper to roll out infrastructure for 5G,” he added.
As in some parts of the country, it was unlikely that the market could deliver by itself, the government would support investment in the most difficult-to-reach areas. Recently, UK slipped from 31st to 35th place in the global broadband league tables, behind 25 other European countries, as per data from M-Lab.
“We welcome the government’s review, and share its ambition for full-fibre and 5G networks to be rolled out right across the UK,” Ofcom chief executive Sharon White commented. “The government and Ofcom are working together, and with industry, to help ensure people and businesses get the broadband and mobile they need for the 21st century, ” she added.
“As well as broadband, this plan will also leave the UK well-placed to introduce the latest 5G mobile technology wherever people live, work and travel,” National Infrastructure Commission chairman Sir John Armitt said.
Broadband
Zoff Foods extends Shilpa Shetty partnership into ninth year
Spice brand reinforces trust-led positioning amid growth and funding push.
MUMBAI: Nine years, one flavour and the recipe clearly still works. Zoff Foods has extended its long-running association with Shilpa Shetty, marking nine consecutive years of her as brand ambassador as the company scales its presence across Indian households. What began as a digital-first collaboration has gradually evolved into a defining element of the brand’s identity. Over nearly a decade, the partnership has mirrored Zoff’s own journey from an emerging challenger to a fast-growing FMCG player with a widening footprint across e-commerce, quick commerce and offline retail channels.
The logic behind the continuity is straightforward. In a category where trust and familiarity drive purchase decisions, particularly in spices and ready-to-cook segments, long-term associations tend to carry more weight than short bursts of visibility. Shetty’s positioning as a fitness-conscious, health-aware public figure aligns with the brand’s emphasis on purity and quality factors that are increasingly shaping consumer choices in modern Indian kitchens.
The extension also comes at a time when Zoff Foods is entering a more aggressive growth phase. The company recently raised $2 million in a Pre-Series B funding round led by JM Financial Private Equity, with participation from Aman Gupta, signalling a push towards expanding distribution, product innovation and market reach.
Company executives have positioned the continued partnership as a strategic anchor amid this expansion, reinforcing brand recall while entering new markets. For Shetty, the association remains rooted in shared values around authenticity and ingredient integrity attributes that resonate strongly with increasingly mindful consumers.
In a market crowded with new-age brands and shifting loyalties, Zoff’s approach suggests a different playbook: build slowly, stay consistent, and let familiarity do the heavy lifting. Because sometimes, in both branding and cooking, it’s not about reinventing the dish, it’s about perfecting it over time.
