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WWIL to raise Rs 3.24 bn via warrants to promoter firms
MUMBAI: Siti Cable Network Ltd, formerly Wire and Wireless (India) Ltd, is raising Rs 3.24 billion from promoter firms to cut its debt and fund digitisation.
The company has received shareholders‘ approval for issue of warrants convertible into equity shares to overseas promoter group companies Essel International Ltd and Essel Media Ventures Ltd.
The Subhash Chandra-promoted multi-system operator (MSO) has a debt of Rs 4.5 billion.
The funds will also be for acquisition of MSOs, local cable operators (LCOs) and to meet the working capital requirements.
Essel International and Essel Media will invest the amount in tranches with the first tranche being 25 per cent of the issue price on allotment of warrants on a preferential basis. The balance amount will have to be paid by the two promoter companies within 18 months from the allotment of the warrants.
Siti Cable will issue 16,20,00,000 warrants convertible into equivalent number of equity shares at a price of Rs 20 per warrant. The shares of the company closed at Rs 20.55 per share, down 2.38 per cent, at close on Friday on the Bombay Stock Exchange.
The combined shareholding of Essel International and Essel Media will rise to 29.99 per cent after the two companies pay the full price of the warrants and convert them into shares, from the current 4.90 per cent. Simultaneously, the shareholding of other promoters (which includes Bioscope Cinemas Pvt Ltd with 57.95 per cent stake) will after the conversion of the warrants, fall to 43.09 per cent from 58.53 per cent. Essel Media currently has 3.63 per cent stake and Essel International 1.27 per cent.
The total promoter shareholding after conversion of all the warrants will rise to 73.08 per cent from 63.43 per cent now and that of the public will drop to 26.92 per cent from 36.57 per cent.
The price of the warrants is at a premium of 10 per cent over the price arrived at on the basis of SEBI regulations.
The company has filed for approval of the warrant issue with the Foreign Investment Promotion Board (FIPB) as the two promoter group companies are registered overseas.
The name of the company was changed to Siti Cable Network Ltd following a fresh certificate of registration based on a special resolution passed by the shareholders on 30 August 2012.
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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.
