Pre-Budget 2025 by Mr. Rajesh Gupta, Founder & Director, Recyclekaro
“As India moves towards a more sustainable future, the Union Budget 2025 is a key moment to boost the country’s renewable energy and electric mobility sectors. We hope to see strong policy support and tax incentives that encourage innovation in clean energy solutions like solar, wind, and energy storage, while also prioritizing the growth of domestic manufacturing for green technologies. Simplifying regulations, alongside increased funding for renewable energy R&D and grid integration, can help India maintain its position as a global leader in sustainable energy.
Additionally, as the EV market rapidly grows, the budget must address critical needs in the EV battery and recycling sectors. Policies that promote the development of advanced battery manufacturing, establish robust recycling networks, and support circular economy initiatives are crucial for a self-sufficient and sustainable electric vehicle ecosystem. Strengthening research and encouraging collaboration between public and private sectors in the battery supply chain will not only reduce our reliance on imports but also pave the way for India to become a global leader in clean innovation”.
India Education Summit 2025: Apurv Mishra Calls for Education Reforms as a National Security Priority
New Delhi, January 22, 2025 – In a compelling call to action, Apurv Mishra, a member of, the Prime Minister’s Economic Advisory Council (EAC) on Wednesday, emphasized the critical role of education in shaping India’s future as a developed nation (Viksit Bharat) and global power by 2047.
“There is an immediate need for systemic reforms, highlighting education not only as a social and economic imperative but as a cornerstone of national security and strategic autonomy,” Mishra said at the North India Education Summit 2025, organized by the Indian Chamber of Commerce (ICC) in Delhi.
“Education is not just a social or economic issue; it is a pressing national security concern. If India aims to be a developed country by 2047 and a leading global power, we must build world-class capabilities in frontier technologies. Incremental improvements—like faceless assessments, updated teaching practices, better infrastructure, real-time parent-student accountability, alumni involvement, state university funding, and a healthy PhD ecosystem—are crucial to reforming our higher education system,” Mishra further stated.
The summit brought together policymakers, educators, and thought leaders to explore strategies for addressing challenges in teaching, training, and institutional frameworks. Discussions centered on fostering a thriving ecosystem for deep science, building capabilities in frontier technologies, and driving incremental yet impactful changes, such as modernized curriculums, improved infrastructure, and enhanced state university funding.
Simrin Bakshi, chairperson, of the North India Education Committee, ICC, addressed the dual role of education in individual and national transformation, stressing the need for stronger industry-academia linkages, quality faculty, and innovative solutions for inclusive and globally competitive education.
“There is an urgency to align India’s education system with its global aspirations. By addressing systemic gaps and embracing innovation, we can position education as a catalyst for societal and economic transformation,” said Bakshi.
A key theme of the summit was innovation in education, encompassing advancements in technology, pedagogy, and sustainability. The event also focused on creating equitable learning environments to empower individuals to contribute meaningfully to their communities and beyond.
IIT Mandi’s Himalayan Business Summit (HiBS) 2025
Mandi, India – January 22, 2025 – The School of Management, Indian Institute of Technology Mandi (IIT Mandi) proudly concluded the Himalayan Business Summit (HiBS) 2025, a remarkable two-day event held on January 18–19, 2025. The summit brought together industry leaders, renowned professionals, and academic experts to explore the transformative potential of Artificial Intelligence (AI) in shaping the future of businesses.
The event, hosted by IIT Mandi’s School of Management, served as a dynamic platform to address key technological disruptions, engage in thought-provoking discussions, and facilitate mentorship and collaboration opportunities between students and business stalwarts.
The summit was inaugurated with a formal welcome address by Prof. Anjan K. Swain, Chairperson of the School of Management, who introduced the vision of HiBS and the role of IIT Mandi’s School of Management in shaping the next generation of leaders in AI and business. Prof. Manoj Thakur followed with a detailed overview of the institution’s initiatives in bridging the gap between academia and industry.
The keynote address was delivered by Mr. Anup Purohit, Global CIO at Wipro Limited, who highlighted how organizations can align AI with their business strategies to foster innovation and enhance digital transformation.
The first panel discussion of the summit, themed “AI-Powered Personalization: Tailoring Products and Services”, was moderated by Mr. Karun Jalali (Director, Deloitte). Esteemed panelists, including Mr. NileshBiniwale (Pattern India), Dr. Tanushyam Chattopadhyay (Adani AI Labs), and Mr. Sarosh Kumar (Cognizant), engaged in a robust discussion on the importance of leveraging AI to deliver personalized experiences in today’s competitive market.
A standout feature of the day was the mentorship sessions, where students interacted with industry leaders, discussing career opportunities, technological trends, and real-world business practices. The day ended on a high note with an engaging cultural night, showcasing the diverse creative talents of IIT Mandi’s students through traditional Mandiyali dance, music, and more.
Day two commenced with a keynote address by Dr. UmeshUdayaprakash (Innova Solutions), who emphasized the growing influence of AI-driven innovation in reshaping global industries.
The second-panel discussion, “AI-Driven Business Intelligence: Unlocking Data-Driven Insights”, moderated by Dr. Vinay Kumar, featured panelists like Mr. Abhijit Dutta (Accenture), Mr. Sumanyu Panda (SKLasS.AI), and Mr. Sidharth Balakrishna (BOD Consulting). They shared insights on transforming raw data into actionable intelligence for competitive advantage.
The final panel discussion, “AI & Cybersecurity: Protecting Digital Assets”, was moderated by Mr. Samir Datt (Foundation Futuristic Technologies). Panelists, including Mr. Venkatagiri (KFin Technologies), Mr. Ajay Sabnani (Genexa.AI), and Mr. Arnab Banerjee (Micron Technology), deliberated on safeguarding sensitive digital assets in the era of growing cyber threats.
The case competition was the centerpiece of the summit, where MBA students from IIT Mandi presented innovative solutions to contemporary business challenges. Their analytical skills and strategic thinking were highly praised by the esteemed jury, comprised of industry experts.
The event concluded with a valedictory address by Dr. Ashish Bollimbala, who commended the collaborative efforts of participants, organizers, and mentors in making HiBS 2025 a resounding success.
HiBS 2025 offered a wealth of learning and growth opportunities for MBA students. The event fostered meaningful networking opportunities, allowing students to connect directly with industry stalwarts and gain valuable insights into emerging trends and business strategies. Personalized mentorship sessions provided a platform for career guidance and a deeper understanding of real-world business operations. The discussions during the event highlighted the importance of bridging academia and industry, emphasizing the need for collaboration between educational institutions and businesses to effectively address industry challenges. Adding a vibrant touch, the cultural night celebrated diversity, creativity, and teamwork, enriching the overall experience for participants.
Experience Republic Day with ParamYoga’s Somatic Yoga and Pancha Mahabhut Meditation
This Republic Day, ParamYoga invites you to rejuvenate your body, mind, and soul with a unique wellness event on January 26, 2025. Under the expert guidance of Shri Ramesh Laxshman, India’s only licensed Hanna Somatics teacher, this event offers an opportunity to experience the profound benefits of Somatic Yoga and Pancha Mahabhut Meditation.
The event begins with a Somatic Yoga session from 8:00 to 9:30 a.m., during which participants will learn slow, mindful movements designed to relax muscles, relieve pain, and improve overall awareness. Following a short refreshment break, the second session, Pancha Mahabhut Meditation, will run from 9:50 to 10:50 a.m. This meditation practice focuses on harmonizing the five elements (earth, water, fire, air, and ether) within the body, fostering balance and inner peace.
Shri Ramesh Laxshman brings a wealth of knowledge and experience to the sessions. As a pioneer in Somatic Yoga, his techniques integrate neurophysiology, mindfulness, and ancient practices to deliver transformative results. His guidance will ensure that both beginners and experienced practitioners benefit from these sessions.
The event is beginner-friendly, making it accessible to anyone curious about yoga and meditation. Whether you’re seeking physical relaxation, mental clarity, or spiritual growth, it offers something for everyone.
Top 9 Cities See Slump in Housing Market: Sales Down 9%, Supply Drops 15% in 2024
New Delhi, January 22, 2025: The residential real estate market in India’s top 9 cities saw a marginal 9% decline in sales at 4,70,899 units while new supply fell by 15% to 4,11,022 units in 2024 on the back of two quarters of under-activity due to General Elections and Monsoon, according to a report by NSE-listed real estate data analytics firm PropEquity.
The number of units sold in 2023 stood at 5,14,820 units while the number of units launched in 2023 stood at 4,81,724 units.
Housing sales rose in only two out of the nine cities in 2024 with Navi Mumbai recording the highest growth while Hyderabad recording the highest decline.
New supply rose in four out of nine cities with Delhi-NCR recording the highest growth and Hyderabad recording the highest decline.
Samir Jasuja, CEO & Founder, PropEquity said, “The drop in housing supply and sales in 2024 is due to the high base effect, as 2023 was a peak year. A detailed analysis of the numbers reveals that despite the drop, the supply to absorption ratio in 2024 remains the same as 2023 which indicates that the fundamentals of the real estate sector are strong and healthy.”
“Hyderabad remained the under-performer, both in terms of supply and sales, during the year dragging down the overall numbers. The cities in NCR saw a fairly good growth in new supply and sales during the year.”
“Weak demand may have prompted developers to go slow on new launches. Bengaluru, Chennai and Delhi-NCR saw new supply exceed absorption during this year.
Housing sales in Navi Mumbai went up by 16% to 33,870 units in 2024.
In Delhi-NCR, housing sales rose by 5% to 43,923 units in 2024.
Housing sales in Bengaluru fell by 9% to 60,506 units in 2024. In Chennai, housing sales dropped by 11% to 19,212 units while in Hyderabad, it fell by 25% to 61,722 units in 2024.
In the western region, housing sales fell in Mumbai by 6% to 50,140 units, while in Pune, it fell by 13% to 92,643 units and in Thane it fell by 5% to 90,288 units in 2024.
Housing sales in Kolkata fell by 1% to 18,595 units in 2024.
New supply in Delhi-NCR grew by 54% to 45503 units in 2024 followed by Bengaluru where supply grew by 27% at 72,111 units, Chennai by 6% at 20,522 units and Mumbai by 4% at 40,963 units.
New supply fell in Hyderabad (49%), Kolkata (28%), Navi Mumbai (10%), Pune (27%) and Thane (25%).
About PropEquity: P.E. Analytics ltd., a NSE-listed company, owns and operates PropEquity which is India’s largest online real estate data and analytics platform covering over 1,70,000+ projects of 57,000+ developers across over 44 cities in India with more than 17 years of cataloged data. We add approximately 700 projects every month. It is a premium Business Intelligence product- a first of its kind in India in the Realty space.a
Burlington English and Clay Group of Schools Collaborate to Advance Early Childhood Education in Line with NCF-FS Objectives
Ludhiana, 21st January: Burlington English, a global leader in educational solutions and English language learning, has partnered with the Clay Group of Schools and Pre-Schools to enhance early childhood education. This collaboration aligns with the National Curriculum Framework for the Foundational Stage (NCF-FS) 2022, emphasising a holistic approach to early learning focused on curiosity, well-being, and the joy of discovery. The collaboration aims to provide young learners with age-appropriate curricula and activities to help them explore their potential.
The partnership will leverage Burlington English’s Burlington Magic of Early Years kit with developmentally appropriate curricula and the Marion Richardson font to simplify early literacy and numeracy. The program aims to address critical learning gaps identified by studies like ASER, which revealed significant literacy challenges among first-grade students in rural pockets of the country.
“Burlington English is dedicated to raising the bar in early years education.” says Mr. Amit Baveja, Managing Director of Burlington English in India and Southeast Asia, “This partnership with the Clay Group is a significant step towards reaching young learners across the country. Our Burlington Magic of Early Years course, designed with a deep understanding of child development, fosters choice, joy, and wonder in young learners while focusing on essential development skills like literacy and numeracy. With great pride, I share that our early years kit, designed as per the NCF-FS 2022, is the only kit to have received a five-star rating from ECA-APER. With this, we aim to empower children by making strong foundation skills accessible to all, especially to learners in Tier 2 and Tier 3 cities.”
The “Burlington Magic of Early Years” program utilises Developmentally Appropriate Practices and the Marion Richardson font to support early literacy, recognising the developmental limitations of young children’s motor skills. Engaging resources like rhymes, music, and hands-on activities enhance learning while promoting healthy habits through dedicated wellness materials.
Shobhan Soi, CEO of Clay Group of Schools, commented, “At Clay, we believe in nurturing every child’s natural curiosity and potential. This collaboration with Burlington English reflects our shared vision of empowering young learners with a robust foundation for future success. Integrating globally acclaimed resources like the Burlington Magic of Early Years kit with our experiential, discovery-based learning philosophy is a game-changer. Together, we aim to equip children with essential life skills, fostering joy, mindfulness, and a lifelong love for learning.”
Burlington English’s approach emphasises a three-way collaboration between parents, teachers, and learners to support holistic child development, focusing on emotional intelligence and relationship building. The partnership with Clay Group of Schools aims to equip children with essential skills for future success through high-quality, care-centred, and discovery-based learning.
Union Budget 2025 Insights from Yousuf Rangoonwala, Tuhin Arya & Ketan Munoth
Pre-Budget by Ketan Munoth, co-founder of Plush
As the founder of a young startup, I see the Union Budget 2025 as an important opportunity to support MSMEs, which are key drivers of India’s economy. Beyond funding and financial incentives, what we truly need is a streamlined regulatory framework that simplifies clearances and processes, saving valuable time and resources for businesses like ours.
The current regulatory landscape, while improving, can still be challenging for startups navigating compliance, licenses, and approvals. Simplifying these processes, creating single-window clearance systems, and offering sector-specific guidelines would significantly reduce operational roadblocks and allow businesses to focus on innovation and growth.
Support for R&D in sectors like personal care and hygiene, where innovation is key, would provide a competitive edge for businesses catering to evolving consumer needs. While we seek to improve menstrual health for all menstruators, support, and resources in R&D to enhance and upgrade are key for startups like us.
The Union Budget has the potential to enable MSMEs to scale operations, contribute to economic growth, and generate employment. A clear focus on simplifying processes and improving ease of doing business will not only benefit MSMEs but also strengthen India’s position as a hub for entrepreneurial success.
Pre-Budget by Yousuf Rangoonwala, Founder Kakkoii Entertainment Pvt. Ltd
The advertising and creative industries in India are facing significant challenges due to high taxation, particularly the Goods and Services Tax (GST), which is among the highest in developing nations. This, along with poor economic performance, has led to reduced marketing budgets and a decline in consumer purchasing power. India’s GDP is at its lowest in 21 years, and the FMCG sector, a key indicator of consumer spending, is struggling. This reflects the financial pressures many people are facing, with purchasing power limited outside the wealthiest 200 million. The government needs to reassess its fiscal policies to stimulate economic growth. As we look ahead to the Union Budget 2025, there is a clear demand for lowering both direct and indirect taxes, creating more employment opportunities for lower-income groups, restoring investor confidence by addressing bureaucracy and high taxes, and easing compliance burdens for businesses. These steps are essential not just for the advertising sector but for the broader economy to recover and grow.
Pre-Budget by Tuhin Arya, Co-founder & Chief Creative of Bandstand Media
The spending power that consumers have right now is directly linked to the advertising industry. The more a consumer consumes a good or service, the better the chances that a specific brand will increase its advertising budget every year. This means the advertising industry gets its share. However, in recent developments, we’ve seen that many taxations have come into effect, which are, in one way or another, hampering the buying power that consumers have. This is a threat, and I would like to see it addressed in this Union Budget. The taxation the public is facing right now should be looked into, especially considering that millennials, who are spending most of their money on goods and services, are also burdened with taxes, EMIs, and rising interest rates. This is an area I would want the Union Budget to focus on.
As for the overall perspective, while the government is doing enough for startups and funds, I believe more funds should be allocated to startups to encourage more people to embark on their entrepreneurial journey. This would also benefit the advertising industry. At the same time, there should be some relaxations or tax cuts for the advertising industry. The advertising sector is often neglected, and startups aren’t truly considered startups in this industry. Any special rebates or tax cuts the government can provide for this industry would be extremely beneficial.
Exsure Raises Rs 3 Cr in Seed Funding from Unicorn India Ventures to Accelerate Growth
Mumbai/Bhubaneswar, 22nd Jan 2025 – Bhubaneswar based biotech startup Exsure has raised Rs 3 Cr in a seed round led by Unicorn India Ventures. The funds raised will be used to complete the milestones of non-clinical study with its exosome-based drug delivery vehicle and will also support Exsure’s global expansion plan with its in-house manufactured R&D products and promote Exosure, Leucosure, PlantExosure & Dr Berries.
Founded in 2021 by Swastika Paul and Abhishek Dutta, Exsure is a biotech startup working to reduce side-effects and toxicity of anti-cancer drugs by its patented exosomal drug-delivery platform that targets both cancer and cancer-stem cells. With its cutting-edge technology the company aims at reducing the toxic effects of chemotherapy and chances of cancer relapse improving the quality of lives of patients suffering from cancer.
In the last 12 months, Exsure has initiated the non-clinical study in India in collaboration with a CRO and completed one of its milestones in the preclinical study using its patented technology. The company also reported a 5 fold growth last fiscal year and is on track to service more than 50 clients this year with its R&D products, Exosure (3-in-1 exosome isolation reagent), Leucosure (PBMC isolation reagent) and PlantExosure (India’s 1st Plant exosome isolation reagent). It has also been selected for the OIST Innovation Accelerator program in Japan for business expansion and conducting clinical trials.
Commenting on the investment, Bhaskar Majumdar, Managing Partner, Unicorn India Ventures, says, The fear of Big C is real not just for the patients but even their families. Exsure with its advancement in scientific tools, technology and cutting edge medical research has built a powerful Exosome based drug that commits to staying at the forefront of advancement in therapeutics science. The funding accelerates Exsure’s mission to deploy solutions at a global level. We believe Exsure will not only continue to sustain its momentum but also grow due to its potential for transformative breakthroughs through its nano delivery platform. The company has witnessed remarkable progress in the last 12 months and has launched more innovative products. Hence, we believe the market opportunity is huge and the company has built the right momentum to capitalise on this segment.”
In the coming 12 months, Exsure will finish the non-clinical study and work on team building. The company also plans to present its data for CDSCO approval, strengthen the team size along with expanding its product marketing and sales at a global level.
Swastika Paul, CSO & Co-founder, Exsure ,says “During our PhD journey, we witnessed the toxicity of the present-day chemotherapy drugs and how 13% of the in-treatment cancer patients die due to toxicity of the chemotherapy drugs. Exsure is on a mission to reduce the toxicity of the chemotherapy drugs and make them more targeted to the cancerous cells. Our vision is to empower millions of cancer patients around the world and improve their quality of life.”
The company has launched its first in-house manufactured products and gained collaborators/partners Pan India for its products and services. Exsure has also signed contracts with distributors to expand the market for products at global level.
According to IBEF (INDIA BRAND EQUITY FOUNDATION) The Indian biotechnology industry is expected to reach$ 150 billion by 2025 and has the potential to reach$ 270-300 billion by the year 2030. By 2025, the contribution of the Indian biotechnology industry to the global biotechnology market is expected to grow to 19%, giving hyper growth opportunity to Exsure.
Savorworks Coffee & Chocolate Launches in Greater Kailash II, Delhi, Offering Premium Delights
New Delhi, January 2025 – Savorworks Coffee & Chocolate, a trailblazing brand that reimagines coffee and chocolate, is proud to announce the grand opening of its flagship cafe in the heart of Greater Kailash II, New Delhi. Founded by the passionate couple Baninder Singh, an Entrepreneur and Paweena Withyasathien, Originally from Bangkok. Savorworks promises an immersive sensory experience that blends artisanal craftsmanship, innovative flavors, and an unwavering commitment to quality.
Coffee & Chocolate Reimagined: Savorworks began in 2020, born out of Baninder Singh’s vision to redefine India’s coffee culture. Frustrated by the lack of exceptional coffee options, Singh imported a Giesen roaster from the Netherlands and, during the lockdown, began hand-delivering freshly roasted coffee to enthusiasts across the country. Partnering with his wife, Paweena, an architect turned chocolatier, the duo expanded their offerings to include artisanal chocolates that challenge conventional boundaries.
Today, their shared passion has culminated in the New Flagship cafe of coffee and chocolate — a space where Professional techniques meet innovation to create a truly unforgettable culinary experience.
A Destination for the Discerning: Designed for customers who value high-quality, artisanal products, Savorworks is more than a cafe—it’s a journey through flavor and craftsmanship. Whether it’s the vibrant “Fruits Bomb” coffee or the award-winning 72% Gin & Tonic Dark Chocolate, every offering reflects a commitment to excellence.
Savorworks invites you to experience a unique fusion of western and modern Thai Cuisine. Each reimagined classic is enhanced by subtle noted of coffee and chocolate, creating a dining experience that will surprise your palate.’’ Our Highlight of the menu is – Chocolate Herb Grilled Chicken it is marinated and infused with dark chocolate and herbs, served on tossed spinach with signature dark chocolate chili vinaigrette.
Its Signature highlights also include:
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Personalized Experiences: Tailored coffee brews and chocolate recommendations to suit individual tastes.
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Immersive Atmosphere: A warm, inviting cafe design that inspires creativity and comfort.
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Interactive Engagement: Open Chocolate workshop offering a glimpse into the artistry behind the scenes and 3 types of chocolate tabs for tasting to explore your taste.
A Brand Built on Values: At the heart of Savorworks lies a set of core values that resonate through every product and experience:
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Quality: A relentless focus on sourcing and crafting the finest ingredients.
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Artisanal Craftsmanship: Professional practices paired with cutting-edge innovation.
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Community: Building a vibrant network of coffee and chocolate lovers.
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Empowering Farmers Through Direct Trade Relationships: Building direct trade relationships with farmers fosters stronger connections and ensures fair and sustainable practices.
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Reimagination: Constantly innovating to surprise and delight.
“Our mission is to redefine how people experience coffee and chocolate,” shares Baninder Singh, certified professional coffee Roaster and Co- Founder – Savorworks Coffee and Chocolate. “We believe in creating not just products but moments that connect with the soul and elevate the ordinary to the extraordinary ” shares Paweena Withyasathien, Head chocolatier and Co- Founder – Savorworks Coffee and Chocolate.
Pokiddo Jr. Offers 5 Unique Experiences: From Fairytale Princess to F1 Racer for Kids
Pokkido Jr., an international brand renowned for delivering innovative and engaging play experiences has emerged as one of the most loved destinations among its kids. India’s first Pokkido Jr. located in Lower Parel, Mumbai, will serve as a destination where kids can step into a world of limitless possibilities. From becoming doctors, firefighters, or chefs in realistic roleplay scenarios to zooming through exciting play racing tracks, the brand’s offerings are carefully crafted to inspire and educate while ensuring endless fun.
Prepare yourself for an exhilarating adventure at Pokiddo Jr., the coolest new spot for kids in Mumbai! This vibrant hotspot, spanning an incredible 11,000 sq. ft., was created by the fantastic team at Pokiddo and Prasuk Jain Hospitality and is bursting with thrilling experiences for children up to 12 years old. Let the fun begin, and discover a world of excitement waiting just for your little ones!
- Princess Power!
Say goodbye to ordinary playdates and get ready for an enchanting experience! Step into the extraordinary Princess Room, where your dreams sparkle to life! Slip into glamorous gowns, experiment with stunning makeup, and accessorize with fabulous sparkly purses. In this magical space, You’ll feel like royalty in no time!
- Vroom! Vroom! It’s Race Time!
Get ready to rev your engines, little racers! The kiddie-karting track is waiting just for you. Feel the exhilarating rush of wind in your hair as you speed past your friends, racing towards victory. It’s an action-packed adventure to the finish line—who will be the ultimate champion? Buckle up and let the race begin!
- Shop ’til You Drop!
Ever wanted to run your supermarket? Now’s your chance! Step into the Supermarket Room, brimming with an incredible selection of goodies, shopping carts, and more just waiting for you. Who knows? You might just unlock the entrepreneur within you!
- Barnyard Buddies Await!
Head over to the Farmland and tend to some adorable animals. Learn how to take care of them and have some fun on the farm. Every moment is packed with joy and laughter as you discover the magic of caring for these delightful creatures. This isn’t just about fun; it’s a heartwarming experience that teaches kids about responsibility and the joy of caring for creatures.
- Futuristic Fun Galore!
The arcade games here are nothing short of extraordinary. With vibrant lights flashing and exhilarating sounds ringing out, each game lures you in with the thrill of epic challenges and the chase for legendary high scores. It’s an unforgettable, immersive experience that will leave you breathless and wanting more!
Pokiddo Jr. is the perfect place to make unforgettable memories with your little ones. So, what are you waiting for? Get ready to have a blast! the story of Pokiddo Junior will forever remain a celebration of the magic of childhood, waiting to welcome those who believe in the endless possibilities of their imagination.