From Tough to Thoughtful: ASCI Report Highlights Need for Diverse Male Portrayals
Mumbai, 20th March 2025: The Advertising Standards Council of India’ s Academy (ASCI) , in collaboration with the Unstereotype Alliance (convened by UN women) and knowledge partners Religious Brands, today unveiled “Manifest: Masculinities Beyond the Mask,” a report examining the evolving landscape of masculinities in society and media. Released at ASCI Academy’s Global Adda during the ICAS Global Dialogues Summit, this study calls for a more nuanced and varied pathways for depiction of men.
The report addresses the “crisis” of traditional masculinity, where men feel increasingly alienated and insecure amidst societal changes and the rise of gender equality, and studies and offers alternative pathways for more inclusive and diverse depictions.
The study is part of the thought leadership work at ASCI Academy which is supported by Diageo, Hindustan Unilever Mondelez, Nestle, Cipla Health, Coca-Cola, Colgate, Games24X7, Pepsico, P&G, Kenvue, Bajaj Auto, and Dream Sports.
“Manifest: Masculinities Beyond the Mask” is based on an extensive analysis of over 29 literary and scholarly articles, 170 pieces of media, over 70 articles, and sociological data reports, and expert interviews. The research investigates the complex and evolving landscape of masculinities in India, offering a more nuanced and empathetic understanding of the diverse realities of men and their experiences. The study presents advertisers and media with insights to create more progressive, relatable, and effective narratives
The report highlights that the traditional, often inflexible narrative of masculinity is fracturing, leading to a “crisis” where many men feel insecure, confused, and alienated amidst rapid societal changes.
Key Takeaways from the Report:
- Men are caught between diverse narratives and none of them offer both a sense of purpose and a sense of progress.
- Traditional notions of success, norms of breadwinning and providership remain core tenets of Indian masculinity. It may be meaningful to move away from narratives that reinforce the relentless pursuit of success, and normalise failure for men.
- Many Indian men are striving for upward mobility and need positive frameworks for expressing strength.
- The evolution of masculinity necessitates broadening its scope and contextualising core identity values.
- The overarching goal is to nudge media to move beyond the limited idea of “Mard” to the fullness of “Admi,” celebrating diverse forms of masculinity.
Manisha Kapoor, Secretary General and CEO, ASCI said, “Building on ASCI’s long-standing commitment to fostering progressive representations within advertising, this report delves into the fascinating and often complex world of masculinities, moving beyond superficial portrayals to understand the diverse realities of men today. Our endeavour is to provoke new thoughts and frameworks to create progress in society and for men.”
Susan Ferguson, Country Representative at UN Women India Country Office, added, “The Unstereotype Alliance, convened by UN Women, promotes portrayals of both men and women that do not fit the usual stereotypes. Breaking toxic masculinities in media and advertising is not just good for society—it is good for business. The Manifest report, published in collaboration with the Advertising Standards Council of India and Religious Brands, provides valuable insights into men’s roles in modern society. These insights can help advertisers and marketers use realistic and broader portrayals of women and men. This helps reach new markets and reflects the realities of our lives.”
Arvind Mohan, Founder & Managing Partner, Religious Brands said, “As we unmask the layers of masculinity in modern media, Manifest Report sheds light on the evolving narratives of manhood. Through this study, conducted in association with ASCI Academy and Unstereotype Alliance, we aim to champion a critical yet compassionate dialogue around masculinity. Our goal is to embrace empathy, dismantle binary stereotypes, and redefine masculinity in ways that are inclusive, aspirational, and reflective of today’s diverse realities. By addressing these narratives, we hope this report will provide actionable insights to help the media and advertising ecosystem foster representation that is equitable, relatable, and progressive.”
The report advocates for a nuanced approach that acknowledges the pressures and social conditioning men face, offers positive alternatives, and expands the definition of what it means to be a man, rather than simply dismantling traditional notions without offering a clear and aspirational path forward.
The report release was followed by a presentation of the report findings by Religious Brands. This was then followed by an inspiring talk by Devdutt Pattanaik, on the evolution of masculinity in India. This was followed by a power-packed panel discussion that discussed the key anxieties faced by young men today that are often unaddressed by mainstream media. The conversation also touched upon the binary approach to masculinity and means to foster a more nuanced understanding. The event also incorporated case studies from Diageo, HUL, and Bajaj Auto. Key speakers and panellists included Paromita Vohra, Anila Vinayak, Guy Parker, and Binaifer Dulani.
VSJ Foundation Expands Support for Dialysis Patients with New Initiative
New Delhi, 20th March 2025—The VSJ Foundation, the philanthropic arm of Millennium Automation Systems Limited (MASL), continues its commitment to healthcare accessibility by supporting dialysis patients and enhancing medical infrastructure at Mata Gujri Medical Centre in Delhi.
With chronic kidney disease (CKD) affecting millions in India, timely dialysis remains a critical need, particularly for underprivileged patients who struggle with the high cost of treatment. Aiming to bridge this gap, since September 2023, the foundation has been sponsoring the full dialysis expenses for all patients at the center, as well as covering critical injections when needed. The VSJ Foundation once again stepped forward by sponsoring dialysis treatments for economically disadvantaged patients. This initiative ensures they receive life-saving care without financial burdens, reinforcing MASL’s unwavering dedication to community welfare.
Continuing its mission to strengthen healthcare infrastructure, the foundation also contributed advanced medical equipment to Mata Gujri Medical Centre, ensuring more efficient and uninterrupted patient care. Last year, the VSJ Foundation made a significant impact by donating a high-powered gas generator to the hospital, securing uninterrupted electricity for critical medical procedures. Building upon this effort, this year’s contribution focuses on further equipping the medical center with resources essential for quality healthcare services.
Mr. Varinder Singh Jawanda, CEO of MASL, highlighted the organization’s commitment, stating, “Healthcare should be a fundamental right, not a privilege. Through the VSJ Foundation, we aim to extend our support to those in need, ensuring they receive timely and quality medical care. By sponsoring dialysis treatments and contributing to medical infrastructure, we hope to create a meaningful and lasting impact in the lives of many.”
The Mata Gujri Medical Centre administration expressed their gratitude for this ongoing support. A hospital representative shared, “VSJ Foundation’s contribution has been transformative for our patients and medical staff. With their assistance, we have been able to provide uninterrupted, high-quality care, making a real difference in the lives of many who rely on us.”
The VSJ Foundation remains steadfast in its mission to uplift healthcare accessibility and quality. Looking ahead, the foundation plans to continue expanding its reach, partnering with medical institutions and community health programs to drive meaningful change in the healthcare landscape.
Eurogrip Tyres and MS Dhoni Team Up for an Impactful Brand Campaign
Mumbai, 20th March 2025: Eurogrip Tyres, India’s leading 2 & 3-wheeler tyre brand, has launched a new brand campaign that brings together MS Dhoni’s passion for riding and Eurogrip’s superior tyre technology. The campaign idea “ENJOY EVERY TURN” is derived from a powerful insight – in the journey of life; every turn is full of possibilities, so take them on with confidence…and who better than Dhoni to personify this.
The brand film is woven around that one intriguing question every fan has been asking – “What’s Next for Dhoni?” and presents an interesting narrative that takes viewers through a scenic journey, where Dhoni is seen enjoying all the turns life and the roads throw at him.
Talking about the campaign, P Madhavan, EVP, of Sales and Marketing, TVS Srichakra Ltd said, “We are excited about our new brand campaign with MS Dhoni. The “Enjoy Every Turn” film is an offbeat take on the joy of riding, and we believe it fits perfectly with Dhoni’s personality. As the bike tyre specialist, we remain committed to offering tyres that allow you to take on any of the challenges the road throws at you with confidence, enhancing every ride, making every journey smoother, safer and more exciting for the new-age rider.”
“As a passionate rider, shooting for this campaign along with Eurogrip was a pleasure for me. The ad film insight and script resonated with me as I have always “enjoyed every turn” life has thrown at me. As an aside, I also got to try Eurogrip’s high performance super bike tyres and it was a fun experience for me to do what I love doing for this film – riding.”, said M.S.Dhoni.
Adarsh Atal, Chief Creative Officer – Tilt Brand Solutions added, “Every biker will tell you that it’s the twists and turns of a road that make their ride interesting. A straight road is never fun. This formed the base insight of our idea. That whether it is on the road, or in life, it is not knowing what’s around the corner that makes things exciting. With Dhoni at that juncture in his life where the whole world is wondering what’s next for him; the idea really came alive.”
As a global sporting icon, MS Dhoni’s endorsement will help strengthen Eurogrip’s position as a youthful, vibrant and high-performance brand that resonates with the millennial and Gen Z Indian riders. The ad film will be aired starting from March 18th, 2025, covering television, digital & social media. The campaign will be supported by on-ground activations as well.
Café Niloufer Opens India’s Largest Tea Café in Hitech City
Hyderabad, 20th March 2025: ABR Café and Bakers Pvt Ltd., under its brand name “Café Niloufer”, renowned for its iconic flavoured tea, signature bun muska delectable biscuits and a variety of dishes; is excited to announce the unveiling of its 9th outlet in Hyderabad and the biggest tea café in India – Cafe Niloufer at Hitech City, today. This expansion marks a significant milestone in Café Niloufer’s journey as it continues to expand and share its legendary tea experience with more tea lovers. The new outlet promises an enhanced menu, impeccable service, and a warm, inviting ambiance, all hallmarks of the Café Niloufer experience. A standout attraction is the massive 2-ton ‘Niloufer’s Kettle of Love,’ a striking installation chronicling the café’s rich heritage and timeless journey.
Chief Guest Mr. D. Sridhar Babu, Hon’ble Minister for IT, EC, I & C, Govt. of Telangana; speaking on the occasion said, Café Niloufer is launching the biggest café in Hyderabad. We aspire to position Hyderabad as a global cuisine capital, complementing its reputation as a technology hub. Across the world, chai is synonymous with Hyderabad, and within Hyderabad, Niloufer is the name that stands out. Just like Hyderabadi Biryani and Irani Chai, Café Niloufer has become an integral part of the city’s rich heritage. This grand new café is strategically located in the heart of Hyderabad’s thriving IT corridor, surrounded by some of the biggest tech giants. Personally, tea is my weakness, I indulge in four to five cups a day. I am addicted to Chai and specifically to Niloufer chai, thanks to Babu Rao.
Nestled in Tower 2, Orbit Building, Raidurgam, the newest Café Niloufer spans an impressive 40,000 sq. ft., making it the largest tea café in India with the capacity to welcome over 700 guests at a time. Bringing the signature warmth and legacy of Café Niloufer, this grand outlet offers an expanded menu, top-notch service, and an inviting ambiance, promising an experience that blends tradition with modern indulgence. Guests can expect the same commitment to fresh ingredients, quality dishes, and a memorable dining experience. The menu showcases all-time favourites like Tea, Bun Muska, Malia Bun, and Kunafa Cheesecakes, alongside wholesome millet-based dishes, hearty rice combos and several locally inspired delicacies.
“We are thrilled to introduce Café Niloufer at the heart of the IT hub and the upcoming residential community,” said Anumula Shashank, Managing Director of Café Niloufer. “This new location reflects our commitment to offering high-quality, delicious food in a sophisticated and inviting ambiance. We look forward to welcoming new guests while continuing to serve our loyal customers in this exciting new space,” he adds. Café Niloufer, a legacy brand with 47 years of rich heritage, has always envisioned establishing a presence in Hi-Tech City. For the past 13 years, this dream has been in the making. Initially we focused on Banjara Hills and Himayat Nagar outlets, where we first introduced the authentic Irani café experience. These locations became the foundation for refining our expertise and elevating our service standards. Today, we are thrilled to unveil India’s largest tea café, a magnificent 700 seater Café Niloufer in the heart of Hi-Tech City. This is more than just a café; it’s an experience driven space designed to delight tea lovers. We are confident that our patrons will cherish the modern interiors, impeccable hygiene, and the signature taste that has made Café Niloufer a household name.
Advisor to the Government of Telangana (SC, ST, BC & Minorities) Mr Shabir Ali, said, Hyderabad is privileged to have India’s biggest tea café, Café Niloufer at Hi-tch city. Niloufer Chai has captured the hearts of tea lovers across the nation. Even Rahul Gandhi is a fan, making it a ritual to enjoy Niloufer chai and bun every time he visits the city. A special commendation to Babu Rao for transforming Café Niloufer from a cherished local brand into a Hi-Tech City landmark and to Shashank for introducing innovative concepts that elevate the experience. This milestone marks a new chapter in Hyderabad’s rich tea culture, blending heritage with modernity in a grand, one-of-a-kind setting.
The second floor of the latest outlet is designed to offer an exclusive and one-of-a-kind experience, featuring world-class gathering and party zones, perfect for intimate social get-togethers and professional meetings alike. With elegant setups tailored for both official and personal celebrations, this space redefines the art of hosting.
The true showstopper is the stunning outdoor dining area, set to become an iconic destination for years to come. The connoisseurs can savour Café Niloufer’s legendary tea and signature snacks under the open sky, surrounded by Hyderabad’s most prestigious IT hubs. The blend of heritage flavours and a cosmopolitan backdrop makes for an unparalleled, out-of-this-world experience.
“We’ve worked hard to create a space that offers world’s best & authentic Tea and feels like home for everyone who walks through our doors,” adds Anumula Shashank, “Whether you’re coming in for a quick bite or a celebratory meal, we want to make sure that every guest has an unforgettable experience.”
ABR Café and Bakers Pvt Ltd, Café Niloufer, a Hyderabad’s very own Café serving best of Tea and delicious food in Hyderabad; is also vending Tea powder and cookies across Telangana, A.P and other parts of country.
Food Fight! Celebs Go All In on Delhi vs Mumbai Chaat Showdown on Celebrity MasterChef
March 20,2025:Get ready for the ultimate culinary showdown on Sony Entertainment Television’s Celebrity MasterChef! The stage is set for a sizzling week as the brilliant Chef Kunal Kapur teams up with renowned Chef Ranveer Brar, and the ever-entertaining Farah Khan. The long-standing Delhi vs Mumbai food debate has always sparked some heated discussions, and this friendly rivalry has now made its way to the sets of Celebrity MasterChef! Get ready for some spicy banter and sizzling moments as the Delhi-Mumbai food fight takes center stage in the kitchen!
The kitchen is buzzing as everyone passionately defends their favorite city’s chaat, with chef Kunal Kapoor declaring, “Delhi’s chaat is the best”. Usha Tai promptly challenges saying, “There’s no chaat like the ones we find in Mumbai.” However, Gaurav Khanna seconds chef Kunal’s sentiment calling Delhi chaat as the best and jovially pulls Usha Tai’s legs saying, “Usha Tai na jaane asli chaat ka swaad!” Faisal Shaikh uses his wit to join the fight saying, “Mumbai ki chaat lagaai sabki waat!”
As the Delhi Spice Challenge gets spicier with contestants’ one-liners and funny banters, it will be interesting to see how the contestants prepare their special chaat in the Delhi Spice Challenge in Celebrity MasterChef. Will the flavors do the talking as well as they do?
Find out only on Celebrity MasterChef, Monday to Friday at 8 PM, on Sony Entertainment Television and Sony LIV!
Melanie Nazareth on Portraying Usha Bundela in Rishto Se Bandhi Gauri A Fight for Her Rights
Every home has its silent battles, and Usha Bundela’s journey in Rishto Se Bandhi Gauri is one of strength, sacrifice, and the fight for respect. Melanie Nazareth, who plays Usha the mother of the lead character Rudra(Played by Savi Thakur), sheds light on her character’s emotional depth and struggles. Usha is not just a mother and a wife she is a woman who desires the dignity she always deserved but never received.
Talking about her role, Melanie says, “I am playing the character of Usha Bundela, the eldest daughter-in-law of the Bundela family. She is a devoted wife and loves her two children more than anything. For her, it’s a fight for her rights. When she got married and came into this house, she thought she would get the bunch of keys (a symbol of authority and respect). But that never happened. Instead, she was treated unfairly, especially by Jagdamba Devi.”
The Rishto Se Bandhi Gauri Actress further added, “As the eldest daughter-in-law, she always deserved respect and honor, but she never got it. Now, she just wants that respect from her children. She wants them to listen to her, value her words, and do things the way she wants. Going forward, my character will go through a lot of changes. She has different shades, and there will be many twists in her journey. Viewers will get to see all of it unfold gradually.”
Rishto Se Bandhi Gauri is the story of Gauri, a kind and brave girl whose faith guides her through life. But when fate forces her into an unwanted marriage, she faces many challenges as the daughter-in-law of the Bundela family. With wisdom and courage, she tries to shape her own destiny while handling relationships and family dynamics.
LivWell Partners with Grapes Worldwide to Drive Digital Transformation
New Delhi, 19th March 2025: Grapes Worldwide, an integrated communication agency, has bagged the digital mandate for LivWell. The mandate will be looked at by the Bangalore team where it will focus on establishing a robust digital presence, while reinforcing the entire branding and positioning of the LivWell.
Leveraging its digital strategy expertise, the agency will be working towards amplifying LivWell’s presence by handling end-to-end digital responsibilities of the brand. It will also be responsible for overseeing the seamless integration of owned, earned, and paid media.
In addition to this, Grapes Worldwide will also be managing the UI/UX Design to create a user-friendly and visually appealing experience of the website. The partnership hinges on the objective to strengthen the brand footprint aimed at fostering its long-term growth. It will open new avenues, driving enhanced engagement of LivWell with its target audience and forging a connection at a deeper level with them.
Speaking on the win, Shradha Agarwal, Co-founder and Global CEO at Grapes Worldwide, said, “The onboarding of LivWell is an achievement of another milestone in adding to our list of esteemed client roster. It is a testament to our commitment to adding value to clients and showcases our expertise in giving the desired media mileage to the brand with the purpose of solidifying their position in the industry.”
Commenting on the same, Vikas Dhar, Co-Founder & Group CTO, LivWell said, “While selecting the agency for handling our digital mandate, we were on the lookout for companies that resonated with the larger vision and purpose of LivWell. Here, understanding the intricate aspects of our brand, Grapes Worldwide completely aligned with the ethos of our core existence, setting the tone of the entire communication strategy. Delving into their expertise, we are looking forward to an enthralling journey ahead aimed at reinforcing our overall visibility in the market.
The Future of HR is Here: 5 AI Innovations Driving Workforce Evolution
By Sudeep George, Chief Business Head, TeamLease HRTech
Artificial Intelligence (AI) has become a superagency in Human Resource departments across industries. According to a recent study, over 31% of companies in India have planned to integrate AI into HR management systems and 57% of leaders believe that AI will reduce the workload. Much like other industries, AI in the HR space is creating measurable impact, and organisations must ensure that both CHROs and employees are prepared to embrace its power in a dynamic and ever-evolving HR landscape. Let’s dive into the 5 key areas where AI is making a transformative impact in the HR ecosystem.
Recruitment and Talent Acquisition: AI-Powered Efficiency
Indian businesses are leveraging AI to streamline the recruitment process. AI-powered Applicant Tracking Systems (ATS) are automating resume screening and initial candidate assessments. AI algorithms can analyze vast datasets to identify ideal candidate profiles, significantly reducing time-to-hire. According to industry reports, AI-enabled ATS platforms have been seen to decrease the time spent per hire by up to 75%.
HCM technologies are revolutionizing the recruitment landscape through additional functionalities:
- Interactive Real-time Updates: AI-powered platforms provide candidates with personalized status updates and feedback throughout the recruitment journey, enhancing candidate experience and engagement.
- Data-Driven Talent Decisions: Advanced analytics help hiring managers make more informed decisions by providing comprehensive insights into candidate qualifications, potential performance indicators, and team compatibility.
- Emotional Intelligence Assessment: Cutting-edge AI can analyze facial expressions and vocal tones during video interviews to gauge emotional intelligence and soft skills, offering deeper insights into candidates’ interpersonal capabilities.
- DataTrends to watch:
○ AI-driven video interviewing for initial screening.
○ Chatbots are used to answer candidate queries and schedule interviews.
○ Predictive analytics to assess candidate fit.
○ AI tools can reduce unconscious bias by anonymizing candidate information during initial screening
○ Advanced algorithms can be trained to focus solely on skills and qualifications rather than demographic factors
○ Natural language processing can flag potentially biased language in job descriptions
Employee Engagement and Experience: Personalized Interactions
AI is enhancing employee engagement by providing personalized experiences. According to industry reports, AI-driven sentiment analysis can improve employee satisfaction scores by up to 20%. AI-powered chatbots can provide instant support, answer common HR queries, and address employee concerns. Sentiment analysis tools can gauge employee morale and identify potential issues.
- Trends to watch:
○ Personalized learning and development recommendations.
○ AI-driven wellness programs and mental health support.
○ Real-time feedback and performance insights.
Performance Management and Development: Data-Driven Insights
AI is transforming performance management by delivering precise, data-driven insights. For instance, JPMorgan Chase reported a 10-20% increase in efficiency among software engineers using AI-powered tools. Additionally, research shows that generative AI can boost worker productivity by 33%. AI analyzes extensive datasets to identify skill gaps, predict performance trends, and recommend personalized training programs, enabling companies to optimize talent development and drive business growth.
- Trends to watch:
○ Continuous performance feedback through AI-driven platforms.
○ Skill-based talent management and career pathing.
○ AI-powered coaching and mentoring.
Predicting and Preventing Employee Attrition
AI is helping HR teams manage talent more effectively by mapping skills, planning for leadership transitions, and supporting employee development. It analyzes performance, engagement, and career paths to identify skill gaps and predict turnover risks. With these insights, HR can offer targeted training, align employees with growth opportunities, and prepare successors for key roles, ensuring workforce stability.
Trends to watch:
- AI-powered skill mapping to assess competencies, identify training needs, and guide career progression.
- Predictive succession planning to prepare future leaders by analyzing employee potential and readiness.
- Personalized retention strategies that match employees with growth opportunities to boost engagement.
- AI-driven training programs tailored to individual learning needs for continuous skill development.
- Data-backed exit interviews to uncover underlying attrition causes and refine retention efforts.
HR Process Automation: Streamlining Operations
AI is streamlining HR operations, significantly reducing administrative overhead and optimizing resource allocation. By automating routine tasks such as leave management, payroll inquiries, and policy clarifications, AI-powered chatbots and virtual assistants help organizations cut operational costs while enhancing efficiency. From a CHRO’s perspective, this translates into substantial cost savings—industry reports suggest AI automation can lower HR administrative expenses by up to 40%—allowing companies to reallocate budgets toward workforce expansion, new projects, and strategic asset management.
Trends to watch:
○ Automated onboarding and offboarding processes.
○ AI-driven payroll and benefits administration.
○ Automated compliance reporting.
With nearly 70% of Indian companies already automating their HR processes, businesses are realizing that AI isn’t about replacing human effort but enhancing it. From hiring the right talent faster to keeping employees engaged and predicting attrition before it happens, AI is transforming the way organizations manage their workforce. With intelligent, data-driven solutions now within reach, CHROs have the opportunity to streamline decision-making, improve efficiency, and create a more agile, future-ready workforce. The real question isn’t whether AI should be part of HR—it’s how quickly companies can harness its full potential.
IIT Kharagpur Celebrates EY Techathon 5.0 Win, Driving AI-Led Change in Bharat
New Delhi, 19 March 2025: EY, the leading professional services organization, announced the winners of ‘Techathon 5.0: Harnessing AI to transform Bharat’. This year’s EY Techathon 5.0 showcased students developing Generative AI (GenAI) based solutions to address real-world challenges in sectors such as education, healthcare, BPM/BPO, financial inclusion, and citizen services, thereby contributing to Bharat’s progress. With over 1.5 lakh+ individuals registering, the competition attracted more than 6,500 team submissions from colleges across the country.
Team CaseWizz (Siddharth Asthana, Sanyam Jhuria, and Ayush Sikarwal) from IIT Kharagpur bagged the winning trophy of EY Techathon 5.0 for showcasing their creatively designed AI-powered financial assistant names V.A.R.U.N (Voice Assistant for Rural Users’ Needs). Throughout the challenge, they consistently demonstrated innovative product design keeping customer at the centre, new age architecture drive approach, delivering tangible benefits to end users.
Team SE827 (Dastageer Siddiqui and Arun Bhattachrya) from Kalinga Institute of Industrial Technology (KIIT), Bhubaneswar secured the runner-up position for their exemplary work in developing Polyphen; an AI-powered mobile health platform for visiting physicians, that will enable efficient rural healthcare with online/offline patient registration, QR-based history access, and AI-driven chronic disease prediction.
The People’s Choice Award was clinched by team Catalyst (Tejaswini Atluri, Pabitha Kommineni, Rishik KNR, and Akshay Pulla) from Vallurupalli Nageswara Rao Vignana Jyothi Institute of Engineering & Technology, Telangana. The team garnered maximum number of votes from individuals and tech enthusiasts nationwide, who casted their votes for their most preferred entries in the competition.
Mahesh Makhija, Partner and Technology Consulting Leader, EY India, said, “As emerging technologies like GenAI reshape businesses, our focus remains on nurturing talent that can solve real-world challenges and propel India’s leadership on the global stage. EY Techathon exemplifies our commitment by fostering the next-generation leaders who can drive meaningful innovation. This year’s participants demonstrated not only a strong grasp of emerging technologies like GenAI but also the ability to apply them to solve real-world industry challenges. The ingenuity and problem-solving mindset of India’s tech professionals reinforce our belief in the country’s potential to shape the future of technology.”
Techathon is a key component of EY Technology Consulting’s undergraduate outreach program, aimed at nurturing and recruiting talented young professionals to join over 15,000 technologists and data scientists at EY in India.
Raghavendra Rengaswamy, Consulting Leader, EY Global Delivery Services (GDS) added, “EY Techathon 5.0 has been a remarkable showcase of talent, innovation, and problem-solving excellence. I congratulate the winners as well as the participants of the event. The creativity and depth of AI-driven solutions presented by them have been truly inspiring, demonstrating the potential to transform Bharat at scale. At EY GDS, we are committed to harnessing technology for meaningful impact, and this event reaffirms our dedication to driving AI-led innovation that shapes a smarter, more sustainable future. The passion and ingenuity displayed here today are a testament to the limitless possibilities when technology and purpose come together.”
The winners were announced at the Grand Finale held in Bengaluru, where an independent jury evaluated the solutions presented by the shortlisted finalists. The jury comprised Abhijit Khasnis, VP Technology, HealthifyMe; A. Prashanth, Executive Director, Bosch Mobility Platform & Solutions, India; Debashis Singh, Chief Information Officer, Persistent Systems; Dr. Harsha Rajaram, CEO, Aster Digital Health, India; Praveen Shrikhande, Chief Digital and Information Officer, Aditya Birla Fashion and Retail Ltd.; Rakesh Bhardwaj, Global CIO, Lupin; Mohua Sengupta, GCC Leader; Alok Gupta, Chief Solutions and Product Officer, EkStep; Shashidhar Lingaraj, Executive Director and Head, Arcolab; Sudeep Dey, Chief Information Officer, Healthcare Global Enterprises Limited; Sajid Ahmed, Technology Leader; along with Mahesh Makhija, Partner and Technology Consulting Leader, EY India and Raghavendra Rengaswamy, Consulting Leader, EY GDS.