Broadband
Wired broadband sector adds 3.9 lakh users in October
KOLKATA: As the number of internet users in India is reaching new levels gradually, having crossed 700 million in 2020, the home broadband sector also continues to grow. The sector has reached 21.51 million subscribers in October, albeit accounting for a meagre share of the overall base yet. According to the Telecom Regulatory Authority of India (TRAI) report, the wired broadband segment has added 3.9 lakh new users in the month. But overall the total number of broadband users has gone up from 726.32 million to 734.82 million subscribers in October; with mobile device users totting up to 712.67 million, registering 1.15 per cent growth.
The top five wired broadband service providers were BSNL, Bharti Airtel, Atria Convergence Technologies (ACT), Jio , Hathway. The state- run broadband service provider BSNL has lost 5 lakhs users.
(Source: TRAI)
Among other services, Jio has added highest users in the month to reach 1.70 million by adding 1.8 lakh users. Jio Fiber added most wired broadband subscribers in September too. Bharti Airtel’s home broadband service also expanded its market share by adding 70,000 subscribers. While the deep-pocketedplayers keep expanding their footprints, other players like ACT, Hathway have not been able to add significant users in the month. However, ACT has witnessed decent growth in 2020.
A recent report from Motilal Oswal highlighted that the home broadband subscriber growth has been modest in the past five years, with annual CAGR of just five per cent. But the financial firm added that the segment has a minuscule $2 billion market size, accounting for only nine per cent share of the country’s Rs 1.7 trillion wireless market.
“It has largely been an urban product, with low penetration of seven per cent – due to limited network connectivity with just 80–100m estimated home passes – which has restricted subscriber growth. This has given way to increased wireless consumption in India, which has a far easier and convenient installation/activation,” it added.
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.
