Apollo Hospitals Launches ‘BEKIND’, An Initiative On The Quiet Power Of Human Kindness Through Film ‘EMPATHY IN ACTION’

In a world increasingly focused on technology, Apollo Hospitals turns the spotlight back to what has always mattered most in healing: human kindness. To emphasise the Apollo philosophy of true healing being beyond clinical excellence, Apollo launches BEKIND—an initiative and a promise of unparalleled compassion, deep understanding, and heartfelt support for every individual.

Apollo’s BEKIND initiative goes beyond symbolic appreciation; it is a movement to acknowledge and celebrate the emotional labour of healthcare professionals. It also reinforces the hospital’s commitment to creating environments where empathy, teamwork, and dignity guide every interaction from the operating rooms to the hallways. BEKIND initiative will serve as a constant reminder of an environment nurtured with love and care that is essential to delivering the best possible care to patients.

Dr. Preetha Reddy, Executive Vice Chairperson, Apollo Hospitals, said, “BEKIND is a way of life at Apollo. It reflects our long-standing legacy of Tender Loving Care (TLC) and reaffirms a timeless truth, which is that compassion is as essential as any medicine. In healthcare, every act of kindness is a quiet force for healing. Behind every diagnosis is a person who must be seen, heard, and treated with dignity. When care is delivered with empathy, it builds trust and creates the emotional safety every patient needs to heal.”

To take the idea further and build emotional resonance, the initiative is brought to life through a film titled ‘Empathy in Action’. Through this film, Apollo introduces its BEKIND initiative - not as an invention, but as a reflection of the deep-rooted compassion that underscores the hospital’s caregiving culture for decades.

“Empathy doesn’t arrive with a voice; it begins with a pause.” the voiceover begins... From a nurse opening doors for a staff member wheeling in a patient, to offering a cushion to a tired bystander, each moment in the film is a quiet testament to Apollo’s belief that the human touch remains irreplaceable- especially in high-tech healthcare environments.

The emotionally resonant film, released as part of Apollo’s values campaign, follows a simple yet powerful narrative: a single act of kindness passing from person to person within the hospital- among nurses, attendants, housekeeping staff- until it circles back to where it started. The film invites viewers to witness a truth that is often overlooked: Empathy is not separate from service excellence- it enables it.

Dr. Madhu Sasidhar, President and CEO, Apollo Hospitals said, “At a time when artificial intelligence is transforming disease diagnosis and treatment, BEKIND is a gentle reminder that true healing goes beyond technology. In moments of illness, what people remember most isn’t just the treatment they received, it is how they were made to feel. BEKIND is Apollo’s commitment to put empathy at the heart of everything we do. Because in healthcare, compassion isn’t extra; it is essential. The film Empathy in Action is our reaffirmation - that behind every breakthrough, our greatest strength remains profoundly human.”

With BEKIND, Apollo Hospitals invites not just its employees, but the larger public, to participate in a culture that believes even the smallest gesture can make a world of difference.

Watch the Film: https://youtu.be/WDY7ZMnUK94?si=1JIqb8cPpczXmH07

Dark Patterns Or Smart Design? Indian Shoppers Love Contested Tactics: Esya Centre

Dark Patterns enabling customer benefits and large ecommerce giants helping raise customer trust 

Dark patterns—design techniques that subtly influence consumer choices—are prevalent across both online and offline retail environments, according to a new report launched by the Esya Centre, a leading policy research and innovation think tank. While these practices are often viewed as deceptive, the report finds they can sometimes aid consumers in saving money or choosing better-suited products. The findings highlight the need to reassess the current regulatory focus, especially under the Guidelines for Prevention and Regulation of Dark Patterns (GPRDP), 2023, which apply only to digital platforms and do not fully account for the retail sector’s complexity.

 

Titled “Dark Patterns in Indian Retail: An Empirical Evaluation”, the study is based on a detailed consumer survey of 1,030 respondents along with a comprehensive analysis of India’s regulatory landscape and retail sector trends. It assesses nine out of the 13 dark patterns recognized by the GPRDP, including false urgency, basket sneaking, and subscription traps, and highlights how both online and offline consumers are exposed to these practices.

 

Speaking at the report launch, Meghna Bal, Director, Esya Centre stated, “Our research reveals that dark patterns exist across both digital and physical retail environments. While recent regulatory focus has been primarily on online marketplaces, we believe a more holistic approach would better serve consumers. The recent self-governance advisory specifically targeting digital platforms creates an uneven playing field and overlooks similar practices in traditional retail. What's needed is a collaborative framework that clearly distinguishes between acceptable marketing tactics and manipulative design elements, regardless of where the transaction occurs. This balanced perspective would not only strengthen consumer protection but also foster innovation across the retail ecosystem.”

 

The report urges joint responsibility among businesses, platforms, and regulators to foster a retail ecosystem grounded in transparency, trust, and informed choice. It advocates for a collaborative governance model that leverages the strengths of each stakeholder, particularly as AI and machine learning tools gain traction in detecting and curbing deceptive practices, to design context-sensitive, scalable regulatory solutions.

 

Key Findings:

• Consumer Response: Despite their prevalence, dark patterns appear to have limited behavioural impact. Over 39% of respondents noted no change in shopping behaviour online, and 55% reported the same for physical retail. Interestingly, a sizable share (38% online; 27% offline) perceived certain dark patterns as beneficial in aiding decision-making.

• Dark Patterns Across Channels: Online retail remains the primary site for dark pattern exposure, with 50% of consumers reporting such experiences. Surprisingly, 27% also encountered them in offline environments, suggesting that deceptive design is not exclusive to digital platforms.

• Sectoral Contrast: While e-commerce platforms like Amazon, Meesho and Reliance Ajio, are perceived as relatively trustworthy, the travel and hospitality sectors stand out for using aggressive tactics, like hidden fees and seat selection traps, triggering greater consumer frustration.

• Regulatory Imbalance: Current Indian regulations, including the 2023 GPRDP guidelines, place disproportionate scrutiny on online retailers, with limited attention to offline players. The Central Consumer Protection Authority (CCPA) has issued advisories for e-commerce audits, but equivalent mechanisms are lacking for physical retail.

• Retail’s Economic Role: India’s retail sector remains a key driver of economic growth, contributing ₹20.18 lakh crore in GST in FY24, with Retail Tech accounting for 6% of new startups. This dual-channel vibrancy underscores the need for uniform consumer protection across formats.

 

About Esya Centre:

The Esya Centre is a technology policy think tank dedicated to generating empirical research and catalysing forward-looking policy constructs for India’s digital future. Anchored in the triad of people, innovation, and value, Esya works to reimagine the public policy discourse through evidence-led, multi-disciplinary approaches. The Centre applies a data-first philosophy, curates cutting-edge research, and fosters collaborative “research clusters” that bring together practitioners, policymakers, and academics. As a centre for praxis, Esya transforms research into actionable insights, strengthening institutional capacities and enabling decision-making across India’s evolving governance ecosystem.

Extramarks Launches ‘Extra Intelligence’: A Global Leap In AI-Powered Education

Extramarks Education, a leading global edtech company, has launched Extra Intelligence, a pioneering AI-powered education suite designed to transform how schools teach, assess, and support students. 

With this launch, Extramarks becomes one of the first education companies to integrate AI meaningfully across the school ecosystem — from the classroom to after-school learning. Extra Intelligence reflects the company’s deep belief that the future of education lies not just in digitisation, but in intelligent, responsive, and inclusive learning systems that can scale globally.

 

“At Extramarks, we’ve always believed in building for impact — and AI allows us to do that like never before,” said Ritvik Kulshrestha, MD & CEO of Extramarks. “With Extra Intelligence, we’re putting powerful, accessible AI directly in the hands of teachers and students. This is not just about automation; it’s about elevating pedagogy, improving outcomes, and making high-quality education scalable and inclusive across geographies.”

 

Among the many AI-powered features unveiled, one standout innovation is the Teacher Assistant — a tool specifically designed to personalize the classroom experience. With Teacher Assistant, educators can easily tailor digital lessons to their unique teaching style by adding real-world context, inserting custom examples, and delivering concepts through rich, animated, and interactive content. What’s more, it enables teachers to generate collaborative activities on the fly, turning traditional lessons into engaging group experiences that foster teamwork, participation, and collective learning — all with AI by their side.

 

Another powerful suite of features was unveiled for assessments — making them simpler, smarter, and more effective than ever before. With Extra Intelligence, teachers can now create cheating-resistant tests that are conducted in the traditional pen-and-paper format, yet evaluated entirely through AI. After students submit their handwritten responses, the system automatically evaluates every answer — including long-form subjective ones — with precision. This marks a major global breakthrough, as Extramarks becomes one of the first EdTech platforms to enable accurate AI-powered evaluation of subjective answers. What once took teachers hours to grade can now be done in just minutes — freeing up valuable time to focus on what matters most: teaching and improving student learning outcomes.

 

Extramarks has also introduced AI-powered features to make live classes — whether remote or in-classroom — far more impactful. Teachers in schools across the world will now be able to deliver online classes through the Extramarks platform with real-time, AI-based engagement tracking built right in. The AI will monitor cues like student responses, participation, questions asked, and even classroom disruptions or inactivity — offering a holistic view of both student attentiveness and teaching effectiveness. With this, teachers will receive actionable insights which will allow them to intervene at the right moment, adapt their delivery, and ensure every minute of teaching counts.

 

Not just limited to classrooms and teachers, Extramarks also announced a suite of innovations designed to enhance student learning at home. Extra Intelligence now acts as a 24/7 AI-powered Co-Pilot for students — offering instant doubt resolution, whether it's on a particular question which the student has to attempt or while watching one of the thousands of academic videos hosted in the Extramarks digital library. Much like raising a hand in a live class, students can now interact with the AI Assistant while watching the video at any moment to clarify doubts. Moreover, while practicing complex problems, the AI acts as a step by step guide — breaking questions into simpler parts, checking prerequisite knowledge, and supporting them all the way to the correct answer. This ensures more effective, independent, and confident learning beyond school hours.

Extramarks has also unveiled powerful AI capabilities that make curriculum adaptation and multilingual learning seamless. With schools across the world following different curriculums, structures, and teaching orders, Extra Intelligence enables instant mapping of content to any curriculum — ensuring that learning remains aligned, coherent, and on point, no matter where it’s being delivered. Teachers simply upload the index pages of their textbooks, and the AI instantly maps the most relevant content to each topic. Adding to this, the platform’s multilingual support allows schools to deliver world-class learning in the language they teach — whether it’s a global language like Arabic, dialects such as British or American English, or Indian regional languages like Marathi and Tamil — making it possible for students everywhere to access quality education in their own language. With these innovations, Extramarks is poised to step confidently onto the global stage — empowering inclusive, diverse, and adaptable educational ecosystems around the world irrespective of their languages and curriculums.

 

The global launch event, held virtually on July 28, brought together educators, policymakers, and innovators from across regions. Starting today, Extramarks will begin rolling out these features across its network of partner schools, with a phased launch expected to continue over the coming months. This launch represents a significant leap forward — not just for the company, but for the education sector as a whole.

Only 3% Of Hepatitis B Patients In India Know They Are Infected; Less Than 1% Receive Treatment

Health Experts Call for Urgent Action to Eliminate Hepatitis by 2030 at ‘Illness to Wellness’ Conference

Only 3% of hepatitis B patients in India are aware of their condition, and less than 1% of eligible individuals are receiving antiviral treatment. These are not just statistics, they reflect a silent public health crisis that demands immediate, coordinated action,” said Mr. Rajesh Bhushan, Former Secretary, Ministry of Health & Family Welfare, Government of India, and Chairperson, Illness to Wellness Foundation, during his keynote address at the ‘Illness to Wellness’ Awareness Conference held in World Hepatitis Day.

The Illness to Wellness Foundation organised the conference in New Delhi today, to mark World Hepatitis Day, centred around the theme “Prevention, Diagnosis, and Treatment for Hepatitis.” The event brought together leading medical experts, policymakers, and public health advocates to highlight the urgency of tackling India’s growing hepatitis burden through policy reform, improved access, and greater public awareness.

Speaking to the gathering, Mr. Bhushan underscored the need for bold, systemic efforts. He identified five urgent priorities to address the increasing hepatitis cases - expanded screening and surveillance, ensuring timely birth-dose vaccination, decentralisation of treatment access, driving community-level awareness, and using real-time data for action. He also stressed the need for robust partnerships and said, “Strategic interventions must be driven not only by the government but also through collaboration with civil society, the private sector, public health professionals, and the medical community”.

In his welcome address, Mr. Anil Rajput, Chairperson, Advisory Council, Illness to Wellness Foundation, said, “Under the visionary leadership of our Honourable Prime Minister, the government has launched several impactful initiatives that are combating diseases like Hepatitis. Programs such as the Swachh Bharat Abhiyan, Har Ghar Jal Yojana, and Eat Right India are playing a transformative role in improving hygiene, ensuring clean drinking water, and promoting safe food practices, each critical in preventing hepatitis. This year’s World Hepatitis Day theme, ‘Hepatitis: Let’s Break It Down,’ is a powerful reminder that the fight against hepatitis requires a holistic, multi-dimensional approach that addresses the social, economic, and systemic roots of the disease. Our Foundation is committed to complementing the efforts of the government and further strengthening preventive health awareness across the country.”

During the session, health experts highlighted alarming global data that only 45% of new-borns receive the hepatitis B vaccine within 24 hours of birth, which is a critical gap in prevention. They also emphasised that WHO’s 2030 target to eliminate hepatitis, which calls for a 90% reduction in new infections and 80% treatment coverage, hinges on several key strategies: universal vaccination, timely diagnosis, people-centred care, and widespread public awareness to combat stigma.

Giving the concluding remarks, Padma Shri Dr. (Prof.) D S Rana, Chairperson, Board of Trustees, Sir Gangaram Hospital & Member, Advisory Council, Illness to Wellness Foundation, said, “I want to thank everyone for attending today’s important event. As we heard from the experts, liver failure has no full treatment except liver transplant, and even partial treatments are extremely expensive and inaccessible for most. The reality is that hepatitis is a preventable disease, and prevention is our strongest alternative. Over the past 75 years, medical science has made remarkable progress in understanding such diseases, but the key lies in public awareness and early action. I would like to congratulate the Illness to Wellness Foundation for their continued good work in driving preventive health efforts across the country.”

The conference concluded with a call to action: to break the silence, scale the response, and build a hepatitis-free Bharat by 2030.

“Kaam Sahi. Daam Sahi.”: Greenply Launches Humorous New Campaign On Smarter Furniture Protection

~ A slice-of-life narrative spotlights Ecotec’s value-for-money choice, mixing humour with a strong quality promise.

For generations, Indian households have turned to age-old rituals to protect what matters, especially when it comes to new homes and interiors. Whether it’s lemons and chilies or evil-eye charms, these beliefs reflect a deeper emotional instinct, the need to guard our spaces from harm. 

Greenply’s latest campaign for Ecotec taps into this very reflex and flips it with a punchline: superstition may not save your furniture, but Ecotec will. Centered on the budget-friendly yet value-for-money plywood range, the TVC stays true to the range’s core promise, “Kaam Sahi. Daam Sahi” 

Built on the slice-of-life insight that Indian consumers are both emotionally rooted and value-conscious, the film delivers its message through a light-hearted, humorous exchange between Bhola Bhai, a superstitious homeowner, and Uttam Bhai, a practical contractor. While Bhola Bhai decorates his home with chillies and lemons to ward off the evil eye, Uttam Bhai highlights the real protection that matters — a 10-point quality check, moisture resistance, and termite-proofing — all assured by Ecotec from Greenply. Through this humorous narrative drawn from everyday life, the film reinforces the brand’s promise of dependable quality, backed by certifications, not superstitions. 

“This campaign lets us connect with the value-conscious Indian buyer in a tone that’s relatable and fun,” said Mr. Sanidhya Mittal, Joint Managing Director, Greenply Industries Ltd. “They deserve dependable, high-quality products without overpaying. Through this campaign, we’ve woven together slice-of-life humour, and Ecotec’s benefits to remind viewers that ‘Kaam Sahi. Daam Sahi’ isn’t just a tagline — it’s the value-for-money choice that makes it right for their furniture.” 

On-ground, the campaign is being activated through strong in-store visibility at dealer outlets, with Ecotec posters and danglers designed to engage walk-in customers and drive recall at the point of sale. Adding a cultural and quirky twist, a specially curated dealer announcement kit got distributed featuring a symbolic “Kajal Box” and a “Nimbu-Mirchi” keychain, a playful nod to the Indian tradition of warding off the evil eye, reinforcing the “Nazar Na Lagey” message at the heart of the campaign. 

From mass media to hyperlocal engagement, the campaign is crafted to leave a strong impression and spark relevant conversations across diverse audiences. The campaign is spearheaded by a 35-second TVC that is being run across a 360-degree media mix, including Television, Cinema, Print, Radio, Outdoor, and Digital platforms, ensuring high-impact visibility across leading news channels, transit media, and social platforms.

Link to the film: https://youtu.be/tKHEzxuXVAA?si=Ce0x3Va2fjc7S0iy

Managing Life with High LDL Cholesterol: What You Need to Know

When 38-year-old Rajiv Mehta walked into his physician’s office for a routine checkup, he didn’t expect the results to change the way he lived his life. He had no symptoms, no discomfort, and no warning signs. It was surprising when the reports indicated that he had high LDL cholesterol. 

This story is common among patients due to misconceptions such as cholesterol issues being something older people deal with, or it’s only related to lifestyle factors. An increase in prevalence reflects the lack of awareness, especially among younger people. A recent study highlighted that a significant 31% of people in India have high cholesterol.[1]

 

High LDLC doesn’t show any symptoms; it starts accumulating in the arteries, creating blockages, leading to serious heart conditions. Even a few months’ delay can lead to risks that can never be fully treated by later intensifying the therapy.[2] Elevated LDLC can accelerate plaque formation, especially in high-risk individuals, such as those with diabetes, hypertension, or a smoking history.

“One of the hardest things for me to grasp,” Rajiv shares, “was that I didn’t feel sick. I thought cholesterol issues were something older people or people who were visibly unhealthy dealt with. I had no idea I could have heart disease developing silently.”

 

Dr. Rajpal Singh, Director and Senior Interventional Cardiologist, Fortis Hospital, Bangalore, “Awareness about cholesterol has grown in recent years, but actual preventive behavior also must keep pace. Along with knowing high LDL is dangerous, yet most don’t prioritize screening unless they already have symptoms or a cardiac history in the family. The patients who come with LDLC complaints are generally between the ages of 30 to 50. The decision to treat should be guided by risk assessment.  A trial of lifestyle and dietary changes is mandatory prior to starting drug therapy. It shouldn’t be delayed in younger, asymptomatic patients. Therapy has to start early and has to be followed as per the doctor's instructions. Replacing therapy with lifestyle modifications isn’t fruitful. Lifestyle modifications should continue in parallel to therapy.”

 

There are more advanced therapies available when the traditional options aren’t giving the required results. Targeted treatments, such as PCSK9 therapy, siRNA therapy, or Inclisiran, show promise in helping patients reach target LDLC levels when standard options fall short.

 

Improving HDL cholesterol, known as good cholesterol, can be focused on simultaneously as it flushes excessive LDLC from the bloodstream.[3] This requires several lifestyle changes, such as quitting a sedentary lifestyle and adopting mindful eating. It’s also important to note that having a healthy lifestyle isn’t a replacement for treatment. 

 

Rajiv Mehta recalls, “I wanted to try everything naturally first.” “I thought, if I eat right, exercise more, maybe I can avoid taking pills.” While his efforts improved his overall fitness, his LDLC barely budged.

 

Lifestyle changes need to be coupled with therapy when managing LDLC to the target range. High LDL cholesterol can be effectively managed when all aspects are taken into account. Regular check-ups every 3–6 months are needed, depending on how the numbers are faring. Therapies don’t cure high cholesterol; they are used to control it. Therefore, they must be adhered to consistently, as pausing the medication can put you back to your older levels.[4]

 

Rajiv Mehta “Eventually, I accepted that I needed medication. And within three months of taking them, my LDLC dropped significantly. That’s when I truly saw the value of medical therapy.

EUME Opens Its First Premium Flagship Store In Bengaluru, Bringing World-Class Travel Gear Retail To India

Redefining the way India experiences premium travel gear—timeless design, bold aesthetics, and purposeful functionality come together in a first-of-its-kind retail space.

EUME, India’s boldest and most design-forward travel gear brand, has launched its flagship retail experience at Phoenix Mall of Asia, Bengaluru. The opening marks a defining chapter in the brand’s journey from digital-first disruptor to immersive lifestyle destination.

More than a store, this space brings to life what has long been missing in the travel gear category in India a premium, high-design experience that blends iconic silhouettes with meaningful utility. Every inch of the space from product displays to the walls is laced with EUME’s visual identity, including its monogram imprint, setting the tone for a new era of retail sophistication in the category.

“We built this store to give our community a space where they could feel the EUME philosophy come alive,” said Naina Parekh, Co-Founder, EUME. “This isn’t just a place to shop it’s a place to feel, explore, and experience travel gear through a bold, elevated lens.”

A City on the Move, A Brand That Moves With It

Bengaluru, with its vibrant and future-forward culture, was the natural first choice for EUME’s offline debut. The city has been one of the brand’s most engaged markets; its audiences resonate deeply with EUME’s signature mix of global-inspired design and everyday functionality.

To build anticipation for the launch, EUME rolled out a transparent mobile showroom and attention-grabbing truck gallery featuring the brand’s standout collections. Driving through hubs like Bellandur, Manyata Tech Park, EGL, and CV Raman Nagar, the installation turned heads and drew a crowd, offering a rare, on-the-go preview of the brand’s bold personality and product craftsmanship.

Elevated Interiors. Embossed Identity.

The store interior captures EUME’s design philosophy clean, powerful, and immersive. A predominantly white canvas, fluid metallic curves, and a statement EUME monogram that runs through the store’s architecture create an atmosphere of understated boldness. From the monograms etched onto walls to the sleek product display islands, every corner expresses the brand’s unapologetic commitment to detail.

This is not a transactional space. It’s a world built for discovery one that invites customers to linger, engage, and connect with the essence of #makingmoves.

Classic Design. Built to Last. Made to Move.

At the heart of the store is EUME’s complete design-driven product range, bestselling backpacks, trolleys, laptop bags, and the now-iconic EUME Trunk. The collection also features India’s first zipperless 100% aluminium cabin luggage, reinforcing EUME’s position as the first mover in this high-luxury segment long popular internationally, but rarely done with this level of boldness by an Indian startup.

Each piece is crafted with timeless silhouettes, striking proportions, and well-defined interiors built for maximum utility. These aren’t seasonal accessories, they are enduring companions made to travel with confidence and style.

“We’re not about being the first,” said Parekh. “We’re about being the only Indian startup bold enough to take on trunks and aluminium luggage at a luxury level. That’s what defines us.”

A Global Standard of Experience—Now in India

With this launch, EUME redefines premium luggage retail in India. As part of the opening celebration on July 26th, the brand hosted a fashion-forward ramp show right inside Phoenix Mall of Asia. Models strutted down the runway with EUME trunks, trolleys, and backpacks offering a first-of-its-kind fashion-meets-luggage showcase that turned travel gear into a bold style statement.

This isn’t just the first time a luggage brand did something this immersive; it's the first time a premium Indian brand made travel gear feel aspirational, experiential, and culture-worthy. The attention it garnered from audiences and social media was immediate and electric.

The Bengaluru flagship is only the beginning. With launches planned in Mumbai, Hyderabad, and curated pop-ups across cultural festivals and lifestyle destinations, EUME is expanding its world of design and functionality across India.

The EUME Way: #makingmoves

EUME’s DNA is clear, bold design, expressive form, and function that goes the distance. Each collection makes a statement without shouting. It’s for those who don’t follow trends—they travel through them.

“This store is just the start,” Parekh concludes. “We’re not just building a brand. We’re building a movement #makingmoves, with confidence, with clarity, and always, with purpose.”