Category: News

  • Team MRF Tyres takes podium in Sweden with Sesks and takes command of the FIA ERC Teams Championship

     

    The second round of the 2026 FIA European Rally Championship delivered drama, surprises and intense competition throughout the weekend. Mārtiņš Sesks and Renārs Francis secured second overall with a mature and controlled performance, while Brynildsen collected crucial points for the Teams Championship. Strong praise also goes to Simone Tempestini, an excellent fifth overall after a highly consistent rally.

    MRF

     

    Karlstad (SWE), May 26 – Team MRF Tyres leaves the BAUHAUS Royal Rally of Scandinavia, round two of the 2026 FIA European Rally Championship, with great satisfaction after securing second overall at the end of 16 special stages thanks to Mārtiņš Sesks and Renārs Francis aboard the Škoda Fabia RS Rally2 run by SRT.
     
    The Latvian driver, once again confirmed his talent, class and remarkable race management abilities, making the most of the competitiveness of the MRF Tyres gravel package, which played a substantial role in achieving this result on the fast and technical Scandinavian stages. Sesks managed the different phases of the rally like a hungry cat, taking some risks along the way but then delivering a superb second leg. Starting the day from fifth overall, he steadily climbed the order with effective stage times and a mistake-free approach that eventually allowed him to finish second, 15.7 behind the winners and missing to score the fastest time in the Power Stage for 0.4 seconds. A result that moves him up to third in the drivers’ standings, effectively second considering the top two drivers are tied on points. 
     
    “MRF Tyres brought me back to this championship. It was not easy, but returning here, where everything started for us, was really special and it was fantastic to drive on these roads again. I’m happy with the result and hopefully see you again soon,” said Sesks.
     
    Completing the result for Team MRF Tyres was Norwegian driver Eyvind Brynildsen, joined on this occasion by Swedish co-driver Anders Fredriksson aboard the Toyota GR Yaris Rally2 also run by SRT. The winner of the 2025 Royal Rally once again showed speed, potential and strong confidence with the technical package, but compromised his chances with a mistake during Friday’s Qualifying Stage, which forced him to start near the front throughout Saturday’s leg. That handicap prevented him from fighting on equal terms with the main contenders. Despite the time lost while sweeping the roads, Brynildsen pushed hard throughout Sunday, recovering positions up to an extremely positive sixth overall, a result that allowed him to score crucial points for the Teams Championship, where Team MRF Tyres now leads by 61 points with a significant margin over its rivals.
     
    “Thank you. It was a tough and crazy rally. It’s unbelievable how a small mistake in the Qualifying Stage can compromise everything else. From 18th to 6th is not bad at all. Thanks to MRF Tyres, and everyone who supported me and all the people who did a brilliant job throughout the weekend. It’s a pity because we could have fought for the podium, but I really enjoyed it and it was a fantastic opportunity” said Brynildsen.
     
    The FIA European Rally Championship will continue in the first week of July with another asphalt event, the Italian round at Rally di Roma Capitale.
     
    FIA European Rally Championship – Teams standings after round 2
    1. Team MRF Tyres pt. 61; 2. Recalvi Team pt. 49; 3. JC Raceteknik pt. 32; 4. Rautio Motorsport pt. 28; 5. Motorsport Ireland Academy pt. 2

  • Teen Boy Band OutStation Announces “The Homecoming Bus” 11-City Road Trip

    Mumbai, May 26: Leading Indian teen boy band OutStation has officially announced ‘The Homecoming Bus’, a massive 14-day, 11-city road trip kicking off next month to celebrate their breakout one year anniversary

    14 Days. 11 Cities : Teen Boy Band OutStation Announces ‘The Homecoming Bus’ Road Trip Ahead of Their 1-Year Anniversary

    Exactly one year after five boys from different corners of India were brought together by Visva Records’ nationwide talent search, the band is returning to the road to thank their rapidly growing, fiercely loyal fanbase called the ‘Passengers’. 

    From June 14 to June 28, 2026, the five-member act will live, travel and create entirely out of a custom tour bus. The journey begins in Mumbai and will cut through Surat, Vadodara, Ahmedabad, Udaipur, Jaipur, Delhi, Agra, Bhopal, Indore and Pune, before completing the loop back to Mumbai.
     
    ‘The Homecoming Bus’ completely flips the traditional concert model. Driven by raw, unscripted fan interaction, the 14-day journey will feature daily unscripted livestreams, impromptu performances and meet-ups. In a bid to turn the road trip into a national cultural exchange, the band will collaborate daily with local creators, artisans and musicians specific to each city. The entire 14-day expedition will be heavily documented with daily content drops across social platforms, culminating in a raw, feature-length documentary chronicling the highs, lows and chaos of life on the Indian highway.
     
    OutStation states,

    “A year ago, the five of us were absolute strangers from completely different towns, packing our bags with nothing but a dream. We didn’t know if anyone would listen. To see over Tens of Thousands of ‘Passengers’ step into our world this year has been life changing. ‘Homecoming‘ is a love letter to our fans. We aren’t just putting on shows; we are living on the road, cooking up cultural collaborations, and coming straight to the doorsteps of the people who built us. We left home to chase this, now we’re coming to yours.”

    Mentored by Grammy-nominated global hitmaker Savan Kotecha (the mastermind behind iconic hits for One Direction, Ariana Grande and The Weeknd), OutStation has evolved from a bootcamp experiment into India’s fastest-rising pop acts. Despite having only two official independent releases, ‘Tum Se’ and ‘Aaj Kal’, the band has already commanded a collective audience of over 2,00,000 fans across venues, pop-ups and livestreams, while opening for global giants like Akon and indie icon Anuv Jain.

    The emotional heartbeat of this road trip is their upcoming debut EP of the same name, scheduled for a worldwide release on July 31, 2026 across all major streaming platforms.

  • IPL 2026 Fan Behaviour Shifts as RCB Leads Support and Multi-Screen Viewing Dominates: Hansa Research Study

    Mumbai, May 26 : Hansa Research Group, through its IPLomania study tracking audience behaviour during the first six weeks of IPL 2026, has revealed emerging trends across viewership, consumer engagement, brand visibility, and fandom patterns. The findings highlight how the IPL is steadily evolving into a multi-platform entertainment ecosystem, driven by dual-screen consumption, digital-first engagement, and growing interaction with short-format content and highlights.

    The study reveals that IPL consumption in 2026 is being driven by extremely high engagement intensity among core fans, with audiences increasingly treating the tournament as a daily entertainment habit rather than an occasional sporting event. Over 41.18% viewers reported watching 7+ IPL matches weekly, while another 29.78% viewers watched 6–7 matches every week. The average IPL viewer consumed 6.12 matches weekly during the tournament period, indicating sustained and habitual engagement across the season.

    The IPLomania study further reveals that audiences are increasingly shifting how they consume the tournament, with multi-platform and digital-first viewing behaviour continuing to strengthen during IPL 2026. Nearly 70% viewers now consume IPL across both television and OTT platforms, making dual-screen viewing the dominant mode of tournament consumption.

    While only 18.98% viewers now watch IPL exclusively on television, 38.26% viewers mainly consume IPL on TV while simultaneously engaging through OTT platforms, and another 31.16% viewers primarily consume through OTT while continuing partial TV viewing. According to Hansa Research’s IPLomania trends, exclusive linear TV viewership has declined from nearly 27% earlier to 18.98% in IPL 2026, indicating a clear migration toward connected TVs, mobile streaming, and digital-first viewing habits.

    The findings also highlight the rapid rise of short-format and catch-up IPL consumption beyond live broadcasts. Around 13.64% viewers actively consume IPL through social media highlights and reels, while another 8.40% audiences engage with match highlights on YouTube. Among engagement-led formats, “Super Sixes” emerged as the most consumed content category at 36.33%, followed by “Moment of the Day” at 33.66%, “Fall of Wicket” clips at 32.99%, “Winning Moments” at 32.14%, and “Action Replay” content at 28.38%.

    On the advertising front, CEAT emerged as the most recalled brand during IPL 2026 with a recall score of 59.61, followed by RuPay at 56.45, Amul at 54.99, and TATA AIG at 54.00. Other strongly recalled brands included Groww, Rajshree Pan Masala, Mutual Fund Sahi Hai, Asian Paints, Google Gemini, and Angel One.

    The IPLomania study also evaluated the strongest sponsorship properties for brand visibility during IPL broadcasts. Player jerseys emerged as the highest-performing branding asset, with 55.06% viewers recalling brands displayed on jerseys. This was followed by on-ground and pitch branding at 49.48%, boundary rope branding at 47.36%, commentator and presentation backdrops at 44.75%, helmet branding at 40.27%, player pants branding at 38.20%, and perimeter LCD branding at 36.45%.

    The research further captured a major shift in IPL fandom during the 2026 season. Royal Challengers Bangalore  emerged as the most supported IPL franchise this year with 20.25% support share, overtaking Chennai Super Kings (19.35%) and Mumbai Indians (17.83%), both of which witnessed declines compared to the previous season. Rajasthan Royals also recorded notable fan growth, increasing from 5% support in 2025 to 7.28% in 2026.

    Among emerging players, Vaibhav Suryavanshi emerged as the biggest breakout player of IPL 2026 with 18.56% audience preference, establishing a significant lead over all other emerging cricketers tracked in the study. Ayush Mhatre followed at 5.09%, while Noor Ahmad, Priyansh Arya, Sameer Rizvi, Jacob Bethell, and Tristan Stubbs also emerged among the key young players attracting audience interest this season.

    Commenting on the findings, Pramod Pawar, Quantitative Research – Vice President, Hansa Research Group said,

    “The way audiences are interacting with IPL is becoming far more fragmented and continuous than before. Fans today are not just following full matches, but are actively engaging with key moments, highlights, replays, and cricket conversations throughout the day across multiple platforms. This evolution is creating a far more dynamic engagement environment for broadcasters, teams, sponsors, and digital platforms, where audience attention is increasingly distributed across formats, screens, and content moments rather than concentrated only around live television viewing.” 

  • IPL 2026 Qualifier 1: RCB, Gujarat Titans Lock Horns for Direct Final Spot

    Road to IPL 2026 Final: RCB, Gujarat Titans Brace for High-Voltage Qualifier 1 Clash

     

    New Delhi, May 26 (BNP): In a high-stakes showdown, Royal Challengers Bengaluru will take on Gujarat Titans in Qualifier 1 of the IPL 2026 at the picturesque HPCA Stadium in Dharamsala on Tuesday, with a direct spot in the final up for grabs.

    IPL 2026 Qualifier 1: RCB, Gujarat Titans Lock Horns for Direct Final Spot

    Both teams finished the league stage level on points and were separated only by net run rate, setting the stage for a blockbuster encounter between two of the tournament’s most consistent sides. The winner of the contest will seal a place in the IPL 2026 final, while the losing side will get another opportunity in Qualifier 2.

    The clash marks the first-ever playoff meeting between Bengaluru and Gujarat, despite both franchises making the playoffs four times in the last five seasons. Their rivalry has remained finely balanced, with both teams sharing four wins each in eight previous meetings.

    IPL 2026 Qualifier 1: RCB, Gujarat Titans Lock Horns for Direct Final Spot

    RCB head into the contest with a formidable batting line-up led by experienced campaigners and explosive finishers, giving them depth and flexibility in pressure situations. Gujarat Titans, meanwhile, will bank heavily on their in-form top order, with captain Shubman Gill, Sai Sudharsan and Jos Buttler expected to shoulder the responsibility.

    One of the key battles to watch could be between RCB pace spearhead Bhuvneshwar Kumar and Gujarat’s top-order batters. The veteran pacer has enjoyed notable success against Gill and Buttler in the T20 format, making the opening exchanges potentially decisive.

    RCB will also rely on the experience of Virat Kohli in pressure matches, while skipper Rajat Patidar could play a crucial role in the middle order. Gujarat’s hopes may rest on the bowling brilliance of Rashid Khan and pace ace Kagiso Rabada, especially if the Dharamsala surface assists seam and bounce.

    The HPCA Stadium pitch is expected to provide movement and carry for fast bowlers early in the innings, though batters are likely to enjoy stroke play once settled. Chasing teams have traditionally found success at the venue during evening matches.

    Weather conditions in Dharamsala are expected to remain pleasant, with only a slight chance of rain earlier in the evening. Officials expect conditions to clear well before the toss, allowing for an uninterrupted contest.

    The toss for the much-anticipated Qualifier 1 will take place at 7 PM IST, while the match begins at 7:30 PM IST. Fans can catch the action live on the Star Sports Network, with streaming available on JioHotstar.

    With power hitters, proven match-winners and a place in the final at stake, cricket fans can expect towering sixes, game-changing wickets and intense playoff drama in what promises to be one of the biggest clashes of IPL 2026.

  • Chupa Chups brings ‘Summer Ka Fun Funa Fun’ alive with an exclusive poolside party

    May,  26: Chupa Chups, Perfetti Van Melle’s vibrant brand, ushered in the summer season with an exclusive, invite-only poolside summer party, bringing its ‘Summer Ka Fun Funa Fun’ campaign to life. The high-energy afternoon saw a curated mix of creators and trendsetters come together for a burst of flavour, spontaneity, and a bit of sweet & sour fun. Set against a vibrant poolside backdrop, the experience was crafted as the ultimate summer hangout, complete with bold, Chupa Chups-inspired installations, interactive zones and content-ready moments designed to be instantly shareable. From start to finish, every corner invited guests to play, create and capture their own take on summer.

    Chupa Chups brings ‘Summer Ka Fun Funa Fun’ alive with an exclusive poolside party

    At the heart of the experience was a simple yet creative idea: to make summer all about fun, spontaneous, shareable moments. Chupa Chups brought this alive through immersive zones that reimagined how the brand can be enjoyed. A mocktail bar where guests crafted colourful drinks using Chupa Chups Frozen Jellies as mix-ins, toppings and frozen cubes. Next to it was a masala station for a bold flavour twist pairing jellies with spicy, tangy and sweet seasonings. And, a dessert bar for Indulgent creations featuring Chupa Chups across ice creams, waffles, pancakes and brownies.

    Speaking about the initiative, Gunjan Khetan, Director – Marketing, Perfetti Van Melle India, said:

    Summer is a natural playground for heightened self-expression, fun and social sharing. With Chupa Chups, ‘Summer Ka Fun Funa Fun’, our idea was to go beyond just offering a product and inspire new, playful ways to enjoy it during the summer season. It is not just about flavour, but unlocking new consumption occasions, turning everyday summer moments into exciting, shareable experiences. The Poolside Summer party was conceived to help Chupa Chups add a burst of fun to everything from drinks to desserts, making it a natural part of joyful, sharable summer celebrations.”

    With a strong creator presence and a visually vibrant setup, the experience extended beyond the venue, driving social buzz and giving audiences a glimpse into the ultimate Chupa Chups summer vibe. As part of its broader campaign, the event serves as a key step in building strong associations between Chupa Chups and summer fun, while generating engaging content that fuels ongoing conversations. By blending product innovation with experiential storytelling, Chupa Chups continues to strengthen its relevance among young consumers and reinforce its position as a brand that transforms everyday moments into playful escapes.

  • Kingfisher Good Times Hangout Returns to JioHotstar for the TATA IPL Playoffs

    May 26 :  Kingfisher Premium Packaged Drinking Water has once again partnered with JioStar to bring back the Kingfisher Good Times Hangout for the TATA Indian Premier League  Playoffs on JioHotstar, featuring cricket legends Harbhajan Singh and Suresh Raina, comedians Angad Singh Ranyal, Danish Sait and Gurleen Pannu, along with presenters Aanchal Agarwal and RJ Mantra, in a pioneering alternate live broadcast commentary feed returning bigger this season.Kingfisher Good Times Hangout Returns to JioHotstar for the TATA IPL Playoffs

    Building on the success of its debut during the TATA Women’s Premier League  earlier this year, this edition raises the stakes with an unmissable line-up that blends cricket insight with unfiltered humour, sharp pop-culture commentary and the kind of banter that turns every over into must-watch entertainment.

    The dedicated feed will go live during the TATA IPL Playoffs starting 26 May through to the Final on 31 May, from 6:30 PM onwards, for viewers watching matches live on JioHotstar. To access the feed, select the Kingfisher Good Times Hangout option under the Audio & Subtitles tab while watching the live match.

    Commenting on the initiative, Vikram Bahl, Chief Marketing Officer, United Breweries Limited, said,

    “Cricket in India is never just about the sport. It’s about the moments you share while watching it. The Kingfisher Good Times Hangout was born from a simple belief that the best cricket memories happen when great sport meets great company. With the TATA IPL Playoffs, we wanted to give fans a viewing experience as dynamic as the tournament itself. Bringing together cricket’s biggest names and some of the country’s most loved comedians on a single platform is our way of saying this is what Good Times look like. We’re pleased to deepen our partnership with JioStar and continue reimagining what live sport can feel like, building on the success of TATA WPL.” 

    Anup Govindan, Head of Sales, Sports, JioStar said,

    “At JioStar, we are committed to building an ecosystem where brands go beyond visibility and create experiences that fans genuinely value. The Kingfisher Good Times Hangout is exactly that kind of innovation which becomes part of the fan experience and creates a brand environment that younger audiences actually want to spend time in. Playoffs are one of the most-watched, most-engaged moments of the entire TATA IPL season, and a dedicated commentary feed that blends cricket expertise with real entertainment is a genuinely differentiated way to show up in that window.”

    Kingfisher Good Times Hangout enhances the live match-viewing experience by bringing together real-time cricket analysis, humour, cultural conversations and the spontaneous energy that makes watching cricket with friends so special, now available at the tap of a button.

    By blending sport, entertainment and technology, it delivers a differentiated, genre-bending way to experience live cricket and reinforces Kingfisher Packaged Drinking Water’s long-standing association with moments that bring people together.

  • CNG Prices Rise Again as Fuel Costs Continue Upward Trend

    New Delhi, May 26 (BNP): Compressed Natural Gas (CNG) prices were increased by ₹2 per kilogram in the national capital on Tuesday, marking yet another rise in fuel costs amid continued volatility in global energy markets and mounting pressure on domestic fuel companies.

    CNG Prices Rise Again as Fuel Costs Continue Upward Trend

     Representational image

    With the latest revision by authorities, the price of CNG in Delhi has increased to ₹83.09 per kg from ₹81.09 per kg. The hike comes as part of a series of fuel price revisions witnessed over the past two weeks, during which CNG rates have gone up multiple times.

    The revised rates have also impacted neighbouring cities in the National Capital Region (NCR). Consumers in Noida, Ghaziabad and Greater Noida will now pay ₹91.70 per kg, while the price in Gurugram has risen to ₹88.12 per kg. In other cities, CNG prices climbed to ₹92.44 per kg in Ajmer and ₹95 per kg in Chennai.

    The latest increase follows a ₹1 per kg hike announced just days ago, making it the fourth upward revision in a short span. Alongside CNG, petrol and diesel prices have also seen repeated increases recently, adding to concerns over rising transportation and household expenses.

    Industry experts attribute the continued fuel price surge to elevated global crude oil prices and supply uncertainties linked to tensions in West Asia. Concerns over disruptions around key oil transit routes have intensified market volatility, increasing import costs for countries heavily dependent on energy imports, including India.

    The repeated hikes are expected to impact commuters, transport operators and businesses relying on fuel, potentially leading to higher transportation and logistics costs across sectors.

  • TVS Motor Ranked No 1 Globally for Shareholder Value Creation in Durable Consumer Goods

    Chandigarh, May 26 : TVS Motor Company, part of TVS VENU, has been ranked no 1 globally in the ‘Durable Consumer Goods’ category in the annual ‘Best Stocks in the World’, ranking published exclusively by Germany’s leading business weekly WirtschaftsWoche, based on the Boston Consulting Group Value Creators analysis.

    WirtschaftsWoche, founded in 1926 and celebrating its centenary this year, is Germany’s largest weekly business publication, widely read by senior executives, institutional investors and corporate decision-makers across Germany, Austria and Switzerland. Its annual ‘Best Stocks in the World’ analysis is one of the most widely cited rankings of listed companies in the German-speaking region.

    The independent study evaluated more than 2,000 listed companies across 35 industries worldwide. Over the five-year period from 2021 to 2025, TVS Motor Company delivered an average annual Total Shareholder Return of approximately 51 per cent   the highest in its global category, ahead of established peers from Japan, China, the United States, and India.

    According to the analysis, TVS Motor’s performance was driven primarily by strong revenue growth (22 percentage points) and a premium market valuation (18 percentage points), complemented by improving profitability and continuous strengthening of the balance sheet. Notably, this profile aligns closely with the criteria the study identifies for resilient companies — profitable, growth-oriented, and financially disciplined, with reserves to withstand volatile market conditions.

    Professor Sir Ralf Speth, Chief Mentor, TVS Motor Company, comments:

    “This recognition by WirtschaftsWoche and BCG is the result of the consistent implementation of Chairman Sudarshan Venu’s clear strategic vision. His passion for the company, deep understanding of markets and customers, openness to new technology, and attentiveness to the workforce create a values-based environment in which creativity and performance can flourish. Equally exemplary is the strong commitment to social responsibility.

    With this mindset – the ‘TVS Way’ – and under outstanding corporate leadership, the TVS team wins numerous international awards year after year, including accolades for environmental stewardship and exceptional product quality. TVS is synonymous with quality and a strong commitment to the environment, rooted in the skill of its people and built on manufacturing excellence. In symbiosis with this commitment, the company continues to advance energy‑efficient solutions and strengthen its leadership in electric mobility.

    Under TVS Motor Company’s ownership, Norton’s global resurgence is now clear. This storied and deeply revered brand is once again delivering a compelling combination of technology, design integrity and dynamism. I am confident TVS Motor Company is strongly positioned for the future – delivering sustainable growth, strengthening global competitiveness and creating long-term shareholder value – recognition goes to the whole TVS team for their hard work and commitment.”

    In its most recent financial year (2025–26), TVS Motor Company has built further on this momentum, recording its highest-ever annual sales of 5.89 million units, a 24 per cent increase year-on-year, with international business growing 33 per cent across more than 90 markets. Revenue grew 30 per cent year-on-year to Rs. 47,270 crore, with operating PBT up 40 per cent to Rs. 4,975 crore and operating EBITDA margin improving 60 basis points to 12.9 per cent.

  • Taneira unveils ‘Inaya’, a contemporary saree collection so that you “Never Look the Same’

    Chandigarh, May 26 :As the rhythm of celebrations evolves into more intimate, expressive and style-conscious moments, Taneira, a TATA product, introduces Inaya, a contemporary saree collection designed for the modern Indian woman who seeks elegance that feels effortless, versatile and celebratory. Starting at INR 3,499, the collection offers an accessible entry into occasion-led fashion blending elevated design, contemporary charm and a confident sense of individuality. Crafted predominantly in new-age lightweight and flowy fabrics, Inaya balances ease with visual opulence, creating sarees that feel effortless and elevated. The collection is designed for a spectrum of celebrations, from intimate gatherings and milestone moments to pre-wedding festivities and elevated social occasions.Taneira unveils ‘Inaya’, a contemporary saree collection so that you “Never Look the Same'

    Inspired by the rhythms of nature and the infinite motion of the universe, where everything exists in constant, graceful transition, the collection comes alive through abstract floral impressions, evolving forms and celestial geometric influences. A palette influenced by transient natural landscapes from the softness of dawn to the richness of twilight and flourishing blooms brings depth and warmth to the collection.

    Speaking on the launch, Mr. Somprabh Kumar Singh, CSMO, Taneira, said,

    “Occasion wear continues to be deeply integral to our brand, contributing nearly 60–70% of our overall sales. Today, women are approaching celebratory dressing with a far more expressive and individualistic lens. They want each celebration to reflect a different facet of who they are. Anchored in the thought, ‘Never Look the Same’, Inaya is designed to respond to this evolving mindset through contemporary sarees that feel versatile, expressive and effortlessly elegant. Through this accessible range, we wanted to create occasion wear that allows women to experiment with their celebration style and embrace every moment with a renewed sense of confidence and self-expression.”

    Further strengthening Taneira’ s occasion wear portfolio this summer wedding season are The Valley of Flowers and Raas collections, each offering distinct interpretations of celebration dressing rooted in art, culture and contemporary design. The Valley of Flowers collection draws inspiration from blooming alpine landscapes and the intricate floral artistry, translating romance, colour and radiance into graceful sarees crafted for weddings and festive celebrations.

  • Ambuja Cements’ watershed-led transformation enables sustainable prosperity in rural SerJeri

    Chandigarh, May 26 : Ambuja Cements, the 9th largest building materials solutions provider globally and part of the diversified Adani Portfolio, is driving water security and sustainable rural livelihoods in SerJeri village of Kunihar block in Solan district through integrated watershed development and renewable energy–led irrigation solutions.Ambuja Cements’ watershed-led transformation enables sustainable prosperity in rural SerJeri

    Located near an Ambuja Cements mining area, SerJeri faced acute water scarcity due to erratic rainfall and lack of irrigation, resulting in low productivity and vulnerable livelihoods. To address this, Ambuja Cements’ CSR arm implemented a NABARD-funded Watershed Development Project in 2019 in Patti Badog, covering 392 households and treating 991 hectares through soil conservation, water harvesting, and sustainable agriculture practices.

    Key interventions included check dams, water storage structures, contour trenching, revival of traditional water systems, plantation drives, and promotion of drip irrigation. Strong community participation, led by the Village Watershed Committee, ensured ownership and long-term sustainability.

    To strengthen irrigation, a solar-powered lift irrigation system was installed, enabling reliable, zero-cost water access through pipeline distribution. The intervention benefited 24 households across 8 hectares, increased cropping intensity from two to three cycles, and enabled a shift to cash crops such as garlic, onion, tomato, and horticulture. It also reduced irrigation costs, improved groundwater recharge, and lowered carbon emissions.

    The initiative has been recognised by NABARD Himachal Pradesh. Its success has led to further government support, including additional solar lift schemes and the SHIVA Project for horticulture development. Village SerJeri now stands as a water-secure, climate-resilient, and economically strengthened community, offering a replicable model for sustainable rural development.

    Through this integrated approach, Ambuja Cements has demonstrated how watershed management, renewable energy solutions, and strong community institutions can transform water-scarce regions into climate-resilient and economically vibrant ecosystems.