Applications
Tvara launches customer interactive solution with streaming ads
BANGALORE: Bangalore-based startup Tvara Tech solutions announced the launch of an interactive mobile solution that is a combination of a convergence device with streaming ads. The device can handle voice, data and video.
At present, the device has a high degree of customization for the hospitality and the automotive travel industry.
Consisting of a 8.9 inch proprietary touch screen, the device has a built-in payment gateway to enable swiping of credit and debit cards; GPS-based location aware applications which can be customized to beam ad content depending upon the location or interaction – the company has the framework in place for content deployment; mobile communication and data access, which at present is limited to GSM and GPRS.
The device has the capability of channeling third party services – this could be travel, shopping and entertainment; industry specific software applications for the hospitality and automotive industries, hosted, multi-tenant web based applications.
For the hospitality segment, there is menu automation software designed to upsell, and hence enhance billing, while in the case of the automotive sector, the device enables access to infotainment and card swiping for payment. A fare in a taxi could use the device to book tickets, if they are available online, or watch a movie, during a cab ride.
There is a clutter of devices in the automotive industry which have a number of convergence capabilities. The differentiator that Tvara offers at present is that it is focusing the product as a B2B solution rather than the direct consumer who uses such devices as a car computer.
Tvara also wants to have alliances with media buying companies for using a part of the screen as a sort of a ‘live’ digital signage that could have some degree of intelligence to determine the type of ads that can be beamed based on the browsing patterns or the inputs of a person.
Another differentiator is the price – Tvara is looking at a price point of Rs 35,000 to Rs. 40,000 each for the B2B segment; similar devices cost up to $2,000 in the case of a car buyer.
Once 3G services are launched on a much larger scale, a chip for enabling 3G services can be added to the device, say company officials. Modules for other applications can also be built or added, depending upon specific requirements. The company is looking at introducing 10,000 devices during the first year and claims that the market potential for such devices could be as high as $500 million over the next three to five years.
Applications
Inshorts Group chief Deepit Purkayastha joins IAB video council for Southeast Asia and India
The co-founder and chief executive of the short-form content platform has been inducted into the IAB SEA+India Video Council, giving India a stronger voice in shaping digital video frameworks
NOIDA: India has long been the world’s most chaotic, multilingual and mobile-first digital market. Now, one of its most prominent short-video executives is getting a seat at the table where the rules are written.
Deepit Purkayastha, co-founder and chief executive of Inshorts Group, has been selected as a member of the IAB SEA+India Video Council for 2026. Run by the Interactive Advertising Bureau, the council brings together senior leaders from Southeast Asia and India to shape standards, best practices and measurement frameworks for the fast-evolving video and digital advertising ecosystem.
The timing is pointed. According to the IAMAI-Kantar Internet in India Report 2025, over 588 million Indians are now consuming short-video content, with growth increasingly driven by rural and non-metro audiences. India’s active internet user base has crossed 950 million, with 57 per cent of users now coming from rural markets. Yet the frameworks that govern how video consumption is measured and monetised were largely designed for single-language, Western markets and have struggled to keep pace with the scale, diversity and complexity of India’s digital landscape.
Purkayastha is no stranger to these debates. He already serves on the AI Council at Marketing and Media Alliance India and as co-chair of the Digital Entertainment Committee at the Internet and Mobile Association of India. His induction into the IAB SEA+India Video Council extends that influence into the global video standards arena.
Inshorts Group sits squarely at the intersection of these forces. Its flagship product, Inshorts, India’s highest-rated short news app, reaches 12 million active users with 60-word news summaries. Its sister platform, Public App, reaches 80 million monthly active users across more than 700 districts and 12 languages, serving communities that most global platforms barely register.
Purkayastha said the opportunity was about building something more representative. “India today sits at the centre of the global video ecosystem, but the frameworks that define how value is created and measured have not always kept pace with the realities of our market,” he said. “Being part of the IAB SEA+India Video Council is an opportunity to contribute to a more representative and future-ready approach, one that accounts for diversity in language, context, and user intent.”
As a council member, Purkayastha will contribute to shaping regional standards across video advertising, measurement and platform governance, with a focus on frameworks that are native to India’s multilingual, mobile-first ecosystem rather than imported from global benchmarks designed elsewhere.
For years, India has been content to play by rules written for other markets. Purkayastha’s induction is a signal that it is done waiting to be consulted and ready to start writing them.
