Hindi
Usha International associates with YRF’s Sui Dhaaga – Made in India
MUMBAI: Usha International, one of India’s leading household consumer durables company, proudly announces its association with Sui Dhaaga – Made In India produced by Yash Raj Films and starring Bollywood heartthrobs Varun Dhawan and Anushka Sharma. As the pioneers of sewing machines in India when they started in 1936, Usha International is today a leading sewing machine brand in India and offers a range of technologically advanced solutions to cater to a wide variety of sewing needs.
Sui Dhaaga – Made in India celebrates and is aligned with Usha’s philosophy of swadeshi and ‘Make in India’ through the heart-warming story of Mauji (Varun Dhawan) and Mamta (Anushka Sharma). The film showcases their passion and talent which progresses in life and creates a fashion label Sui Dhaaga – Made In India, reinforcing the fact that sewing in deeply entrenched across classes and masses in India and has the potential to bring about impactful socio-economic change in the lives of people who use it to further their passion and creativity. Usha sewing machines are an integral part of the film both visually and thematically.
Usha has been promoting sewing in India for decades inspiring people to create, innovate, and experience the joy of sewing. Associating with a film like Sui Dhaaga – Made In India that highlights the struggles of the marginalized and creative people, underscores Usha’s commitment to partnering with initiatives that focus on empowerment and showcase how sewing can be a game-changer that can potentially transform lives.
Talking about the association, Mr. Harvinder Singh, President – Sewing Machines & Appliances, Usha International Ltd, said, “Usha is very proud to be associated with Sui Dhaaga – Made In India, a film that celebrates the entrepreneurial spirit that exists across India. The movie is in perfect synergy with our philosophy that sewing is a skill that anyone can learn and use to elevate their quality of life, and also serves as a powerful tool to mainstream the marginalized. We are definitely looking at this association to connect with the masses and bring to life the joy that comes with unleashing one’s creativity using a sewing machine and, of course, the potential economic benefits that follow. It could be a person in a small town who wants financial independence or then a corporate leader who wants a creative outlet.”
Manan Mehta, Vice President – Marketing & Merchandising, from Yash Raj Films said, “Unarguably, Usha is synonymous with sewing machines in India for over eight decades so it was a win-win situation for both of us. Am happy to have Usha partner us in the co-marketing journey of Sui Dhaaga – Made In India. With innovative ideas for co-promoting the agenda of self- reliance and dignity of labour, Usha along with Sui Dhaaga – Made In India will endeavour to spread this message as far and wide as possible.”
Usha’s association with Sui Dhaaga – Made In India goes beyond the in-film placements and the co-branded communication – there is a whole slew of on-ground and online activities and competitions in the pipeline with thousands of prizes to be won.
Contests for consumers and dealers will begin soon and lucky winners can win prizes that range from an invite to the meet-and-greet with Varun and Anushka to sewing machines. To know all about the contests and win exciting prizes follow us on #ushasew.
Hindi
Kridhan Infra enters film production with AI-led feature film
Infra firm debuts AI-powered film marking RSS centenary
MUMBAI: Kridhan Infra Limited is swapping hard hats for headsets. The infrastructure company has announced its entry into film production and media technology through its subsidiary, Kridhan Mediatech Private Limited, with the nationwide theatrical release of Shatak: Sangh Ke 100 Varsh, an AI-led feature film.
With Shatak, the company is not just stepping into cinema but staking a claim in what it describes as one of the world’s early full-length AI-driven feature films. Artificial Intelligence has been embedded across the creative and production process, from script visualisation and environment creation to modelling and production design.
The film commemorates 100 years of the Rashtriya Swayamsevak Sangh, tracing defining moments, personalities and historical phases that shaped its journey. By combining archival storytelling with algorithm-powered creativity, the project attempts to blend heritage with high technology.
For Kridhan Mediatech, this is only the opening scene. The subsidiary’s broader ambition spans AI, CGI, virtual production systems and scalable content models for both theatres and digital platforms. The move signals a strategic diversification for Kridhan Infra, traditionally rooted in engineering and construction.
The timing aligns with India’s growing push to become a global AI powerhouse. At the 2026 AI Impact Summit, prime minister Narendra Modi urged innovators to design in India and deliver to the world. Kridhan Mediatech’s initiative positions itself squarely within that narrative, aiming to export technology-enabled storytelling beyond domestic audiences.
India’s media and entertainment industry, valued at over Rs 2.5 lakh crore, alongside a rapidly expanding AI economy projected to cross Rs 1.4 lakh crore in the coming years, offers fertile ground at the intersection of cinema and code.
“With Shatak, we proudly present one of the world’s first AI-led full-length feature films while marking our strategic entry into film production and media technology through our subsidiary,” the company said in a statement. “Our vision is to combine India’s rich narrative heritage with forward-looking innovation. This is just the beginning of building globally competitive, technology-enabled cinematic experiences.”
From infrastructure to imagination, Kridhan’s latest venture suggests that in today’s India, even storytelling can be engineered.
