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Category: Lifestyle

  • HealthOK Celebrates India’s Tireless Fathers with ‘HealthOK Heroes’ Campaign

    Mankind Pharma’s multivitamin brand spotlights the stamina of modern Indian dads, launching a wellness-forward tribute this Father’s Day.

     In a campaign brimming with gratitude and health advocacy, HealthOK, a flagship wellness brand from Mankind Pharma, has launched a new Father’s Day campaign celebrating the often-overlooked vigor and resolve of Indian fathers. Titled HealthOK Heroes, the campaign recognizes the invisible energy fathers summon daily, and supports it with 100% vegetarian multivitamin formulations.
    The digital campaign celebrates dads who transition from office chairs to homework desks, boardrooms to bicycles, and day jobs to bedtime stories, without ever showing fatigue. The narrative honors fathers who seamlessly toggle between responsibilities and remain tireless pillars of their households.

    Why This Campaign Matters
    “In a country where 30–40% of the population follows a vegetarian diet, we realized there was a real gap in vegetarian multivitamin options, especially for men,” said Mr. Joy Chatterjee, Vice President, Sales & Marketing, Consumer Business Unit, Mankind Pharma. “With HealthOK, we’re delivering a supplement solution aligned with cultural dietary preferences while acknowledging the effort modern dads put in every single day.”

    A Supplement That Matches His Strength
    HealthOK’s latest multivitamin tablets for men are vegetarian, easy to consume, and packed with essential micronutrients to combat lifestyle fatigue and support active fatherhood. The campaign also reintroduces HealthOK Gummies for Kids, combining immunity support with a taste kids actually enjoy.

    At Prittle Prattle News, we honor your dedication and inventiveness led by showcasing you in a positive light. Under the direction of Editor-in-Chief Smruti Bhalerao, our platform is committed to disseminating powerful narratives that raise awareness and motivate change. For more important stories, follow us on LinkedIn, Instagram, and YouTube.

  • Prega News Celebrates Expectant Fathers with ‘Invisible Journey’ Campaign

    A Father’s Day story that flips the spotlight, celebrating the silent strength of dads navigating pregnancy by their partner’s side.

    In a landscape where maternity conversations often dominate, Prega News, India’s No. 1 pregnancy detection kit brand from Mankind Pharma, has launched an evocative campaign for Father’s Day 2025, titled “Invisible Journey.” The digital film, featuring stand-up artist Aashish Solanki, unpacks the emotional, financial, and psychological labor silently carried by expectant fathers.
    The campaign shows Solanki experiencing pregnancy, quite literally, by strapping on a belly and mimicking his partner’s physical challenges. But when his wife and friends enter, the lens shifts. It becomes a tribute not to the discomfort he faces, but to the emotional backbone he provides.

    The Father’s Half: Often Felt, Rarely Seen
    “Pregnancy changes both lives, even when one stays quiet,” says Mr. Joy Chatterjee, Vice President, Sales and Marketing Head, Consumer Business Unit, Mankind Pharma. “Expectant fathers work harder, save more, sacrifice rest, and plan everything from cribs to college, without ever appearing in the frame.”
    This campaign is a national nod to those men, to their midnight budget calculations, their quiet Googling of pregnancy symptoms, and their gentle emotional regulation when anxiety spikes in their partner.

    Campaign Highlights

    • Research Insight: 95% of Indian fathers believe parenting is a shared responsibility
    • Modern Shift: 94% report active participation in household chores and early childcare
    • Narrative Arc: From belly-bound comedy to heartwarming tribute in 36 seconds
    • Platform: Released on YouTube and amplified across Instagram, LinkedIn, and parenting portals

    Watch the Campaign Film

    Brand Context
    Prega News has long been India’s preferred choice for pregnancy confirmation. With this campaign, the brand expands its narrative from moment of discovery to emotional inclusion. It champions shared parenting, emotionally aware fatherhood, and the evolving dynamics in modern Indian homes.
    At Prittle Prattle News, we honor your dedication and inventiveness led by showcasing you in a positive light. Under the direction of Editor-in-Chief Smruti Bhalerao, our platform is committed to disseminating powerful narratives that raise awareness and motivate change. For more important stories, follow us on LinkedIn, Instagram, and YouTube.

  • MediBuddy’s #JustDadThings Campaign Turns Miniature Worlds into Giant Fatherly Truths

    A Father’s Day story where AI meets emotion, highlighting how dads sacrifice silently and why it’s time to prioritize their health.

    MediBuddy, India’s leading digital healthcare platform, is redefining Father’s Day storytelling with a visually stunning and emotionally grounded campaign titled #JustDadThings. Set in a carefully crafted miniature world brought alive using AI-assisted visual storytelling, the film draws attention to a profound truth: fathers often stand strong for others while neglecting their own health.
    The 36-second digital campaign, conceptualized and produced in-house by MediBuddy, uses symbolic visuals, a tiny world with an outsized emotional payload, to capture the everyday selflessness of Indian dads. From chauffeuring kids to skipping their own checkups, the campaign shows how the most visible anchors in our lives often ignore their own well-being.

    Why It Resonates
    “Culturally, fathers have long been cast as silent providers, always present, rarely prioritized,” said Manu Sankar Das, Head of Brand Marketing at MediBuddy. “This insight formed the backbone of our campaign. It’s time we shift gratitude into action by encouraging families to book regular health checks for dads.”
    India ranks among countries where men are least likely to undergo preventive healthcare. Fathers especially delay screenings, downplay symptoms, and see doctor visits as secondary. This makes early detection and family nudging critical.

    Campaign Objectives

    • Highlight: Fathers’ health is often sidelined by daily responsibilities
    • Engage: Stir emotional awareness through miniature AI-crafted visuals
    • Act: Encourage families to book checkups via MediBuddy for Father’s Day
    • Deliver: Emotional resonance plus utility in one seamless narrative

    Watch the Campaign Film

    About MediBuddy
    MediBuddy serves over 100,000 patients daily and supports 125,000+ doctors across 7,500+ hospitals and 7,700+ diagnostic centers. With offerings like online/offline doctor consults, lab tests, surgeries, and multilingual support, it’s one of India’s most inclusive digital health platforms.
    The company’s campaign aligns with its larger goal of pushing preventive healthcare into mainstream family conversations, using creative mediums to make important issues visible.
    At Prittle Prattle News, we honor your dedication and inventiveness led by showcasing you in a positive light. Under the direction of Editor-in-Chief Smruti Bhalerao, our platform is committed to disseminating powerful narratives that raise awareness and motivate change. For more important stories, follow us on LinkedIn, Instagram, and YouTube.

  • Set Sail on a #DadApprovedCruise:StarDream Cruises Crafts the Ultimate Father’s Day at Sea

    No ties, no tools, just timeless memories. This Father’s Day, give dad the gift of sea breeze, luxury, and laughter aboard the Genting Dream.

    June 13, 2025 , When it comes to Father’s Day gifts, most choices are predictable: wallets, gadgets, or another tie. But for families looking to break the mold, StarDream Cruises is offering something far more unforgettable, the #DadApprovedCruise aboard its flagship, the Genting Dream. It’s a voyage curated not just for travel, but for connection.
    Departing from Singapore, the Genting Dream charts a luxurious path to some of Southeast Asia’s most iconic coastal gems: Melaka, Penang, Phuket, and Port Klang. With departures scheduled between July 2025 and April 2026, the cruise isn’t just timely for Father’s Day, it’s timeless in impact.

    For the Dad Who Deserves Everything
    Whether dad prefers a morning workout or a sunset spa session, the Genting Dream delivers. The ship features a fully equipped fitness center, an indulgent spa, and a salon for grooming and relaxation. For dads who appreciate culinary excellence, 32 unique dining options span the globe: from the rich spices of The Lido’s Indian fare to the clean precision of Japanese and Korean cuisine at Umi Uma.
    The Oasis presents a menu dedicated to wholesome and vegan selections, while Blue Lagoon serves up late-night comfort with a street food vibe. Premium lounges such as Bar 360, BarCity, and Red Lion offer the perfect setting to raise a glass in dad’s honor.

    Adventure Meets Elegance
    For the active dad, the ship becomes a floating playground. Sportsplex offers ziplining, basketball, mini-golf, and poolside recreation. Kids and dads alike can dive into thrill-packed waterslides or settle nostalgic scores in the onboard arcade.
    As night falls, the energy shifts. Zouk Beach Club becomes a tranquil stage for stargazing, while Zouk Night Club delivers beats and vibes into the early hours. For families seeking quieter moments, the Zodiac Theatre offers live entertainment, and the luxury shopping arcade provides curated retail therapy.
    The Gift of Time Together
    Beyond amenities and itineraries, what makes the #DadApprovedCruise remarkable is its emotional core. “Dads notice the small things, a smooth check-in, thoughtful service, a shared laugh over dessert,” says a StarDream spokesperson. “This cruise isn’t just about where you go, but how you feel when you get there.”
    On the Genting Dream, moments turn into memories: watching the sun sink behind the ocean, laughing over impromptu karaoke, or simply feeling the ship’s gentle sway with loved ones by your side.

    Exclusive Father’s Day Offer
    To mark the occasion, StarDream Cruises is offering a limited-time Father’s Day deal: 60% off for the second guest, plus free sailings for the third and fourth guests on all 2- or 3-night departures from Singapore between July 2025 and April 2026.
    It’s a package that ensures not just luxury, but inclusivity, a chance for the entire family to come aboard and celebrate dad in style.

    Make This Father’s Day Legendary
    No itinerary to plan. No meetings to attend. Just uninterrupted time with the ones who matter most. Aboard the Genting Dream, StarDream Cruises delivers more than a vacation, it offers a celebration of fatherhood in all its forms.
    So skip the socks and set sail instead. Let dad indulge in a journey where every detail is curated, every activity is optional, and every moment is his to enjoy.
    Published by Prittle Prattle News, featuring you virtuously
     Editor-in-Chief: Smruti Bhalerao
    At Prittle Prattle News, we honor your dedication and inventiveness led by showcasing you in a positive light. Under the direction of Editor-in-Chief Smruti Bhalerao, our platform is committed to disseminating powerful narratives that raise awareness and motivate change. For more important stories, follow us on LinkedIn, Instagram, and YouTube.

  • Music for Meals: How AGAM and Akshaya Patra Are Turning Melodies Into Meals for Millions

    As Akshaya Patra marks 25 years of nourishing India’s future, a two-day musical charity event in Bengaluru unites art, impact, and a shared hunger for change.

    Bengaluru, June 13, 2025 , In an unprecedented convergence of music and service, The Akshaya Patra Foundation is hosting “Music for Meals,” a two-day charity concert that aims to transform applause into action. Headlined by the acclaimed Carnatic rock band AGAM, the event has already captivated the spirit of Namma Bengaluru, with both shows declared full-house ahead of schedule.
    Taking place on 14 and 15 June 2025 at MLR Convention Centre, Whitefield and Prestige Centre for Performing Arts, Konanakunte, the event marks a milestone in Akshaya Patra’s journey, 25 years of nourishing school children through its world-renowned mid-day meal programme. This initiative is more than a concert; it is a cultural declaration that music can do more than entertain, it can empower.

    From Stage to Sustenance
    Every ticket sold translates directly into nutritious meals for children in underserved communities. Through this event, Akshaya Patra amplifies its message: when communities come together around music, they can also come together to tackle hunger, education gaps, and inequality.
    “Music has the power to unite, uplift, and inspire,” says Mr. Shridhar Venkat, CEO of The Akshaya Patra Foundation. “We are deeply grateful to the people of Bengaluru and our partners for transforming melodies into meals, and support into opportunity.”

    Powered by Purposeful Partnerships
    This large-scale initiative would not be possible without the collaboration of impact-driven partners. DivyaSree Developers, serving as Co-Sponsor, reinforced their community-first philosophy:
    “Our vision has always extended beyond building spaces, towards building communities. Supporting Music for Meals aligns perfectly with our values of purpose and impact,” noted a spokesperson from DivyaSree.

    The initiative also brings together:

    • Culinary Expert Partner: Paakashala
    • Associate Sponsor: Kalyan Jewellers
    • Logistics Partner: Porter
    • Radio Partner: Radio City 91.1 FM

    This unified backing allows Akshaya Patra to focus every rupee raised toward its mission of feeding India’s future.

    Cultural Impact Meets Social Engineering
    AGAM’s new album, “Arrival of the Ethereal,” is being unveiled at the concert, making it both a musical and philanthropic launch. Known for their genre-defying blend of Carnatic and rock music, AGAM embodies the soul of modern Indian fusion, a perfect complement to Akshaya Patra’s blend of tradition and innovation.
    The choice of venues further reinforces the cause: community-centric spaces that reflect accessibility and cultural inclusion.
    25 Years, 3 Billion Meals, One Movement
    Since its inception, Akshaya Patra has served over 3 billion meals across India. Its mid-day meal initiative is the largest not-for-profit of its kind in the world, working in partnership with the Government of India.
    As it enters its 25th year, the Foundation is reaffirming its commitment to holistic child development, from classroom performance and health outcomes to social equity and aspiration-building.

    A Standing Ovation With Purpose
    With Music for Meals, the city of Bengaluru is not just attending a concert, it is participating in a larger movement. As AGAM takes the stage, every beat becomes a promise, every lyric a lifeline.
    This event showcases how the rhythm of compassion can be amplified when institutions, artists, brands, and citizens join forces. Music has always brought people together. Now, it also brings nourishment.

  • Forests by Heartfulness Aims to Plant 30 Million Trees by 2030, Leading India’s Ecological Renaissance

    sets a national precedent in sustainable afforestation, combining scientific forestry with spiritual sensitivity and grassroots community participation

    On World Environment Day 2025, Forests by Heartfulness (FBH), a flagship initiative of the Heartfulness Institute, reaffirmed its ambitious pledge to raise 30 million trees by 2030. With a 90 percent plant survival rate and a methodologically unique model rooted in regenerative ecology and spiritual sensitivity, the initiative is fast emerging as a national benchmark in large-scale afforestation.
    Currently operating across 12 Indian states, Forests by Heartfulness has already planted over 3 million trees across 10,000 acres of degraded landscapes. Its 20 native nurseries house six million saplings spanning 330 endemic species. With 80 endangered species already conserved, the project stands as one of India’s most comprehensive ecological regeneration campaigns.

    According to Dr. V. Ramakantha, Retired IFS and Chairman of Forests by Heartfulness, “With the inspiration of Daaji, we are blending traditional wisdom with ecological science to deliver impact. Children, youth, and entire communities are participating, not just to plant trees, but to rebuild ecosystems.”
    The FBH model avoids superficial greening practices. Instead, it uses phytosociological surveys to choose sites, enriches degraded soil with biochar and microbial activators, and nurtures layered forest ecosystems. Shrubs, herbs, creepers, and grasses are cultivated alongside trees to recreate natural biodiversity.

    FBH’s work spans water conservation, livelihood generation, and biodiversity protection. So far, 35 lakes have been restored or built to store 77 crore litres of water. Over 1,200 mature trees have been relocated with an 80 percent success rate.
    Projects in Ratlam (Madhya Pradesh), Mehsana (Gujarat), and Delhi NCR are transforming scrub forests into dense native ecosystems. In Mehsana’s Taranga Hills, 150,000 sandalwood trees are part of a broader plan to plant 625,000 saplings supported by rain guns that simulate rainfall—the largest such deployment in the world.
    This afforestation project is not only reviving barren land but also aims to create more than 10,000 green jobs nationwide, with over 1,000 employment opportunities expected in Gujarat alone.

    Initiatives like ‘Ek Ped Maa Ke Naam’, aligned with Prime Minister Narendra Modi’s environmental vision, have been launched to merge ecological action with cultural reverence. This unique approach celebrates motherhood through tree planting as a form of living tribute.
    With the second half of the UN Decade on Ecosystem Restoration now underway, Forests by Heartfulness is positioned as a globally scalable model that combines grassroots activism, scientific forestry, and contemplative practice.
    At Prittle Prattle News, we honor your dedication and inventiveness led by showcasing you in a positive light. Under the direction of Editor-in-Chief Smruti Bhalerao, our platform is committed to disseminating powerful narratives that raise awareness and motivate change. For more important stories, follow us on LinkedIn, Instagram, and YouTube.

  • Why a 6 Seater Dining Table is the Perfect Choice for Large Families and Entertaining Guests?

    A versatile dining essential, the 6 seater table balances everyday functionality with stylish hosting, ideal for growing families and elegant interiors alike.

    The dining area of a house is where families gather for meals and friends come together for their most meaningful nights. When we think about the centrepiece of this area, the 6 seater dining table jumps to the front of our minds as outstandingly functional piece of furniture that has a solid balance of form and function. For size, the 6 seater dining table is perfect for families who are growing or hosting. Let’s explore why this size should be taken seriously, regardless of its cost.
    The Perfect Balance of Space and Intimacy
    Despite how which shape you chose, the 6 seater dining table is perfectly sized to sit a family and guests comfortably without feeling to big for intimate chatter, and permitting children to work, or couples to entertain. Generally, between 60-78” in size, the dimensions of the table allows plenty of space for dining four essentials, while supporting most rooms without being exuberant, even more so for small dining areas.

    Accommodating Family Growth and Change
    Young families often find that investing in a quality 6 seater dining table proves to be a wise decision as children grow. While a 4-seater might suffice initially, the additional space quickly becomes necessary as children become teenagers with friends, projects, and bigger appetites.
    Unlike smaller tables that families quickly outgrow, or massive tables that become impractical once children leave home, the 6 seater dining table remains relevant through nearly all family stages. This longevity factor becomes particularly important when considering dining table price points – spending more on quality makes sense when the furniture will serve your needs for decades.

    Entertainment Value Without Overwhelming
    For those who enjoy hosting, the 6 seater dining table offers tremendous flexibility. It comfortably accommodates intimate dinner parties without creating the pressure of filling a larger table. The proximity it creates allows for meaningful conversations and connection, unlike extended tables where guests may feel isolated.
    Moreover, many 6 seater designs include extension options for those occasional larger gatherings, providing the best of both worlds. When considering dining table price versus functionality, these expandable designs offer exceptional value.

    Diverse Style Options Across All Price Points
    The popularity of 6 seater dining tables means they’re available in virtually every design style imaginable. From rustic farmhouse to sleek modern, traditional to industrial, the options are nearly limitless. This variety extends across all dining table price categories as well.
    Budget-conscious shoppers can find 6 seater dining tables at surprisingly accessible price points, particularly in materials like engineered wood or metal-frame designs. Mid-range options might feature solid wood construction with more refined detailing. Premium tables at higher price points often incorporate exotic woods, artisanal craftsmanship, or designer pedigrees.

    Space Considerations and Room Flow
    The 6 seater dining table strikes an excellent balance in terms of room layout as well. It creates a substantial presence without overwhelming more modest spaces. Design experts generally recommend allowing 36 inches of clearance around the table for comfortable chair movement and passage—a requirement that remains achievable with this size in typical dining areas.
    For open-concept homes, the 6 seater dining table establishes a defined dining zone without creating a visual barrier between kitchen and living spaces. This helps maintain the openness many homeowners desire while still creating purposeful areas within the larger space.

    Practical Considerations Beyond Size
    Beyond seating capacity, consider practical elements like the standard 28-30 inch table height, shape (with rectangular being space-efficient and round fostering intimacy), and leg configuration (pedestal maximizing legroom, four-corner offering stability) when selecting a dining table.
    Conclusion
    Available in all different price points, the 6 seater dining table, can be seen as a versatile “Goldilocks choice”, offering practical benefits to family life as well as entertaining. As investing in key pieces of furniture is important, it is essential you think about your lifestyle or needs for the future because a good dining table will be the setting for countless meals, celebrations, and function, and will always turn a space into a special place of memories
    At Prittle Prattle News, we honor your dedication and inventiveness led by showcasing you in a positive light. Under the direction of Editor-in-Chief Smruti Bhalerao, our platform is committed to disseminating powerful narratives that raise awareness and motivate change. For more important stories, follow us on LinkedIn, Instagram, and YouTube

  • How to Book Physiotherapy Online: The Modern Way to Book Your Sessions

    Explore how online physiotherapy in Pune is transforming recovery, offering expert-led care through virtual sessions and home visits with just a few clicks.

    Convenience is essential today. You can now order groceries online, speak to a doctor online, and get physiotherapy online, too! Physiotherapy appointment at home has become a lot easier if you are in rehab or post an injury that hurts; you have many options. All kinds of stuff in physiotherapy, whether Pune home-based physio or a physio book online, will save your time, and thus they make health care not look quite ‘that big of a deal’.
    Let’s explore how to book physiotherapy sessions online and why it’s becoming the wise choice for modern-day patients.

    Why Choose Online Physiotherapy?
    Online physiotherapy offers quick access to care without travel or long waiting hours. Many people choose to physiotherapy book online because it allows them to get expert help from the comfort of home. Whether it’s your first session or a follow-up, online options are ideal for busy lifestyles or mobility-limited patients.
    Benefits of Booking Physiotherapy Online
    Booking online comes with many benefits:

    • Easy scheduling anytime
    • Instant confirmation
    • Access to verified professionals
    • Transparent pricing and reviews

    If you’re searching for home physiotherapy in Pune, many platforms list local experts available for in-home visits.

    What Services Can You Expect?
    Online physiotherapy isn’t just about video calls. Many services include:

    • Virtual consultations
    • Personalised exercise routines
    • Progress monitoring
    • Booking therapists for home visits

    When you physiotherapy book online, always check if the service offers both online and home care, especially if you need physical help or equipment.

    How to Find the Right Platform
    Choosing a good platform is essential for safe and quality care. Look for these when selecting a platform for physiotherapy book online:

    • Licensed physiotherapists
    • Customer ratings and reviews
    • Easy-to-use interface
    • Flexible scheduling

    Service coverage in your location (like home physiotherapy in Pune)
    Steps to Book Physiotherapy Online
    Here’s how to go about it:

    • Visit a reliable physiotherapy website or app
    • Select your service type (online or at-home)
    • Choose a physiotherapist based on reviews and specialisation
    • Pick your time slot
    • Make the payment and confirm your booking

    Booking a session for home physiotherapy in Pune can be done in just a few clicks on trusted platforms.

    Who Should Consider Booking Online?
    Online physiotherapy is excellent for:

    • Office workers with back or neck pain
    • The elderly need regular therapy
    • Post-surgery patients are recovering at home
    • Sports injuries
    • Chronic conditions like arthritis

    If you have limited mobility or live in a busy city like Pune, home physiotherapy can be especially useful.

    What You’ll Need for an Online Session
    Before your virtual appointment:

    • Make sure you have a stable internet connection
    • Use a phone, tablet, or computer with a camera
    • Wear comfortable clothes
    • Have some space to do stretches or exercises

    Some platforms that allow you to physiotherapy book online may also offer video guides or live monitoring during exercises.

    When is Home Physiotherapy a Better Option?
    While online sessions are great, sometimes in-person help is necessary.

    • You may need home physiotherapy in Pune if:
    • You need hands-on treatment like massage or mobilisation
    • You have equipment needs (like ultrasound or resistance tools)
    • You are unable to move due to pain or age

    Luckily, many physiotherapy platforms offer both options, so you can start online and shift to home visits when needed.

    Tracking Progress Digitally
    Most modern platforms now come with tracking tools. After you physiotherapy book online, your therapist may:

    • Share progress reports
    • Set daily goals
    • Send reminders for exercises
    • Provide digital follow-ups

    This digital support ensures that your recovery stays on track without frequent clinic visits.

    Cost and Insurance Options
    Many people worry about costs when looking to book therapy sessions.
    Online physiotherapy and home physiotherapy in Pune are often more affordable than frequent clinic visits. Some insurance providers cover these sessions now, so always check with your insurer before booking.
    Final Tips Before You Book

    • Always verify credentials
    • Choose therapists with good reviews
    • Check cancellation and rescheduling policies
    • Ask about follow-up sessions or package deals

    By doing your homework before you physiotherapy book online, you ensure better results and a smoother experience.

    Conclusion
    Online physiotherapy booking is becoming more than a fad; it is now an effective and reliable means of receiving the needed therapy. Whether recovering from surgery or simply managing day-to-day wear and tear on your body, it will be easier to get the treatment you need by using digital tools that make your therapy more accessible and personalised. Similarly, for residents in Pune, home physiotherapy in Pune serves you by bringing expert physiotherapy care directly into your home. With only a few clicks, you can easily physiotherapy book online and begin your recovery today.
    At Prittle Prattle News, we honor your dedication and inventiveness led by showcasing you in a positive light. Under the direction of Editor-in-Chief Smruti Bhalerao, our platform is committed to disseminating powerful narratives that raise awareness and motivate change. For more important stories, follow us on LinkedIn, Instagram, and YouTube.

  • Piccadily Launches ‘Cashmir’: India’s First Small-Batch Luxury Vodka Made With Heritage Winter Wheat and Glacial Kashmir Water

    The makers of Indri single malt and Camikara rum unveil a rare expression of Indian terroir and purity in the form of ultra-premium vodka

    Piccadily Agro Industries Ltd., the award-winning spirits producer behind Indri and Camikara, has unveiled Cashmir, India’s first ultra-premium, small-batch vodka distilled from heritage organic Indian winter wheat and pristine glacial water sourced from the Kashmir Valley.
    Cashmir marks the company’s entry into the luxury white spirits segment, where purity of source, elegance of design, and cultural symbolism converge. The vodka is distilled seven times to achieve a velvety, clean finish and will be made available in select Indian and international markets.
    This launch is a significant move in Piccadily’s vision to elevate Indian spirits globally by emphasizing origin, craftsmanship, and natural purity.

    Rooted in Heritage and Made for Global Luxury
    Cashmir is distilled using heirloom, non-GMO Indian winter wheat grown using sustainable practices. Its defining ingredient is the glacial water sourced from the Kashmir Valley, celebrated for its mineral richness and untouched clarity. At 42.8 percent ABV, the vodka reflects both structure and smoothness—traits that appeal to connoisseurs who seek balance, not burn.
    Master Blender Surrinder Kumar shared that this expression is a personal homage. “Cashmir Vodka is my tribute to the breathtaking land of Kashmir—a region that shaped my palate and perspective. This vodka captures its beauty, stillness, and soul,” he said.

    Cashmir: The Design of Taste and Poetry
    Every element of Cashmir speaks to Kashmir’s romantic imagery. From the floating shikaras of Dal Lake to the saffron fields of Pampore, each visual detail has informed the aesthetic philosophy of the spirit. Cashmir’s branding merges Indian craftsmanship with understated European luxury codes, positioning it alongside the world’s finest vodka labels.
    The palate is designed to deliver structured smoothness. Each sip reveals a soft entry, mellow mid-palate, and a clean mineral finish. The use of seven-pass distillation, without charcoal filtration, preserves the botanical neutrality while enhancing the spirit’s mouthfeel.
    Piccadily’s Statement of Intent in Vodka
    Piccadily Agro’s portfolio already includes Indri-Trini, India’s most awarded single malt, and Camikara, the only Indian rum to win a global gold medal. With Cashmir, the company is signaling that India can produce white spirits to rival the best from Poland, Russia, or France.
    Praveen Malviya, CEO (IMFL), explained that Cashmir was a natural evolution in the company’s journey. “We are placing Indian spirits on the global luxury map. Cashmir embodies richness, restraint, and rootedness—everything today’s luxury consumers seek,” he said.

    Positioned for Premium Growth in Domestic and Global Markets
    Cashmir will initially debut in high-end outlets in Delhi NCR, Mumbai, Goa, and select export markets including the UAE, Singapore, and Europe. The pricing will be disclosed on request and will vary based on local taxation and supply channel regulations.
    The brand is targeting both hospitality partners and discerning home consumers looking for clean-label, heritage-led spirits. It is expected to appeal to premium whisky drinkers who also value vodka for its mixability and modernity.
    India’s Luxury Spirits Market Finds Its Voice
    India’s premium vodka market has seen double-digit growth over the last three years, fueled by a younger audience seeking clarity, craft, and cultural authenticity. The launch of Cashmir coincides with a growing preference for spirits with provenance and purpose.
    Cashmir is the first vodka in India to emphasize the terroir of wheat and source water in its storytelling. Its name pays homage to Kashmir’s poetic identity while the product itself redefines Indian luxury with confidence and calm.

    About Piccadily Agro Industries Ltd.
    Piccadily Agro Industries Ltd. (BSE: PICAGRO) is a publicly listed company with operations in malt spirits, ethanol, and sugar. Its flagship brands include Indri-Trini single malt whisky, Camikara sugarcane rum, and now Cashmir vodka. The company operates a 168-acre manufacturing facility in Indri, Haryana and is known for its vertically integrated production capabilities.
    At Prittle Prattle News, we honor your dedication and inventiveness led by showcasing you in a positive light. Under the direction of Editor-in-Chief Smruti Bhalerao, our platform is committed to disseminating powerful narratives that raise awareness and motivate change. For more important stories, follow us on LinkedIn, Instagram, and YouTube

  • Paytm Launches ‘Hide Payment’ Feature to Strengthen User Privacy in Digital Transactions

    India’s leading payments platform introduces subtle control in how transactions are displayed

    Paytm, operated by One97 Communications Ltd, has introduced a new privacy-first feature called ‘Hide Payment.’ This function allows users to conceal selected transactions from their payment history, offering more discretion without compromising security or access.
    Available through the latest Paytm app update, this feature emerged from customer feedback. It allows individuals to hide specific payments in the “Balance & History” section. To unhide a transaction, users must authenticate through either a PIN or biometric verification. The Paytm team emphasized that this function does not delete transaction data but simply alters its display within the app’s interface.
    A Paytm spokesperson stated that modern users want intuitive ways to manage visibility. The ‘Hide Payment’ capability directly answers that need, providing control while retaining full data integrity for reconciliations, audits, and reporting.

    Real-World Use Cases for Modern Privacy Needs
    For daily digital life, ‘Hide Payment’ is useful across numerous personal and professional situations. A user might prefer to hide transactions related to surprise gifts, pharmacy purchases, health consultations, or business reimbursements that should not clutter shared financial views. It also benefits individuals using shared family accounts or those managing business and personal payments through a single interface.
    To hide a transaction, users simply swipe left on the entry in their payment history and select the ‘Hide’ option. If they later wish to reverse it, they can go to the settings menu, navigate to “View Hidden Payments,” and verify access. Once authenticated, the transaction reappears in the standard history view.

    Strengthening India’s Digital Finance Experience
    ‘Hide Payment’ joins a growing suite of consumer-centric features introduced by Paytm. The company has recently rolled out UPI Lite, which allows for frictionless micropayments. Other updates include the integration of RuPay Credit Cards with UPI, AutoPay for recurring subscriptions, and QR Widgets for faster scanning.
    In addition to domestic features, Paytm now facilitates international UPI transactions. Users can initiate and receive cross-border payments across the United Arab Emirates, Singapore, France, Bhutan, Sri Lanka, and Mauritius. This step aligns with Paytm’s long-term vision to become a truly borderless financial interface for Indians at home and abroad.

    Paytm’s User-First Design Philosophy
    With over 300 million registered users and a merchant network reaching millions, Paytm has firmly established itself as India’s top digital finance platform. The ‘Hide Payment’ feature builds on this trust by allowing consumers to manage how they view and present their transaction records. The ability to compartmentalize financial data enhances both privacy and personalization without compromising backend compliance.
    In its latest update, the company highlighted that real-world behavior and digital responsibility continue to shape its product roadmap. The aim is not just convenience but intelligent control over digital financial tools.

    Paytm, founded and operated by One97 Communications Ltd, is India’s most widely adopted digital payments and financial services platform. It introduced mobile QR payments to India and remains a leader in fintech integrations. Today, Paytm supports transactions across retail, travel, healthcare, utilities, and education, while also offering insurance, ticketing, subscription tools, and merchant support.
    Its offerings include Soundbox for merchants, UPI services, Paytm Wallet, and linked financial instruments for everyday usage. As Paytm evolves, it maintains a single vision: to serve India with scalable, intuitive, and secure financial tools for all contexts.
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