News Broadcasting
Urbanites spend less time in front of telly – NRS 2002
The good news first. The National Readership Survey 2002 (NRS) for the year just out, spells cheer for those with an eye on the couch potatoes – access to C&S homes has jumped from 29 million homes in 1999 to 40 million homes in 2002 – a sprightly 31 per cent growth, more than twice the growth of the TV market.
Ironically, and sadly for those with their finger on the pulse of the TV watching populace, there has been a decline in time spent in front of the telly by urban audiences. Despite growing programme options, average viewing time has come down from 85 minutes in 1999 to 82 minutes per day in 2002. TAM, which supports NRS studies from this year, (along with IMRB and TNS Mode) confirm the suspicion – TAM data points to viewership time of two hours and 20 minutes in 1999 having slipped to two hours and ten minutes in 2002.
According to the National Readership Studies Council (NRSC), the health of the television industry otherwise shows brisk growth – homes with colour TV have increased from 19.4 m in 1999 to 27.8 m in 2002, while C&S subscription has now penetrated 50 per cent of all TV homes. TV of course continues to command a 72 per cent share of the average 13 hours spent on traditional media among urban audiences. The data, culled from a sample size of 213,000 respondents, across the country shows that Tamil Nadu, Karnataka, Andhra Pradesh and Gujarat dominate markets with a high reach of TV (over 42 per cent) and also high penetration of C&S (49 per cent of all TV homes).
More statistics for those with a yen for figures –
Of the 192 million (urban and rural) households with access to television, 42 per cent homes boast of at least one TV set. While urban TV penetration is high at 76 per cent of the population (42 million homes), in rural areas it is at 29 per cent of the population, but still a whopping 39 million homes.
Total TV viewership this year has been placed at 383 million, with C&S accounting for 139 million. Both Maharashtra and Punjab rank high in TV reach , but low in C&S penetration. The highest rate of growth in reach (16 Per cent) has however been noted in Punjab as well as in the north eastern states.
An interesting observation of the NRS 2002 is that the growing C&S reach is taking a toll on magazine readership in the country.
However, the urban reader still spends about 16 per cent of this total media time, ie 18 minutes per day reading a daily or a magazine. Internet reach now exceeds six million, but offices are no longer the main place of access. 43 per cent users use a cyber caf, while over 20 per cent surf from home, the survey says.
Radio currently reaches 28 per cent of the adult population, and even notes a slight decline in listenership. The share of FM has however increased in a stagnant urban market – 31 per cent or 15 million now tune on to any FM station – an increase of six per cent since 2001.
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.
