9 In 10 Shoppers Research Extensively, Yet 70% Buy On Impulse: Google Unpacks India’s ‘Two-Speed’ Festive Consumer

● To power extensive research, over half of festive shoppers credit AI with aiding their choices, leaning on conversational tools an average of 7.5 times during their decision journey.

● 94% of chatbot users also used Google Search in their shopper journey, with their usage rate 1.3x higher than that of non-chatbot users

● 7 in 10 festive shoppers went to Google Search to research further after seeing a brand or product on social platforms

● While research runs deep, 54% of unplanned purchases are influenced by Google and YouTube

Indian festive shoppers are operating at two very different speeds. According to a Google-commissioned Ipsos consumer study, 9 in 10 consumers conduct extensive online research before buying—discovering new brands, comparing prices, and checking reviews—yet 70% of shoppers made spontaneous festive purchases, sparked by visual discovery and festive urgency.

Commenting on this two-speed shopping behavior, Roma Datta Chobey, Managing Director, Connected Consumer Commerce, Google India, said, “What stands out across India’s festive season is how deliberate research and spontaneous impulse coexist. Shoppers are taking richer, AI-guided journeys to evaluate trade-offs, yet they are equally ready to check out in hours when sparked by video and rapid delivery. With choices remaining fluid right up to the final mile, Google and YouTube sit at the heart of this behavior. Winning this season means meeting consumers at both speeds: building deep relevance during deliberation and moving fast to capture immediate demand—an agility unlocked by our Gemini-powered solutions.”

Deeper shopper curiosity powers extensive research

● Shoppers embark on richer, multi-touchpoint journeys: Thorough research stems from a curiosity to know more before buying—with festive journeys averaging over eight online searches and nearly eight videos. AI is becoming an essential festive shopping companion, with consumers consulting chatbots an average of 7.5 times, especially when evaluating categories like electronics, appliances, home decor, and personal care. This creates a more curious consumer for whom conversations act as a springboard: across shopping journeys more broadly, AI users explore 2.8x more touchpoints online as they seek deeper context.

● Festive shoppers gain purchase-ready expertise with AI: 51% of festive shoppers credit AI with helping them make choices. This expertise flexes across different needs: shoppers lean on

AI for highly specific, tailored answers in personal care and beauty, while using it to demystify complex specs, refine criteria, and evaluate trade-offs in categories like home appliances and consumer electronics. Aided with knowledge they never previously considered, buyers navigate choices with authority—a shift echoed beyond festive season, where 87% of users report making decisions with higher confidence using AI Overviews and AI Mode in Search.

Festive shopping leaves room for impulse buys

● Urgency and attractive promotions trigger spontaneity: Alongside planned research, festive shopping carries a high-momentum spontaneous track where immediate appeal drives the cart.

Google and YouTube directly influence 54% of these unplanned purchases, driven primarily by festive urgency, compelling offers, and the instant pull of discovering an appealing product in the moment.

● Visual inspiration and creators turn ideas into instant buys: Visual cues are the primary catalyst for quick action. As celebrations approach, styling searches surge and shoppers act directly on what catches their eye: 53% use visual tools like Google Lens to discover or compare products, while creators and short-form video close the decision loop. 73% of festive buyers turn to creators for inspiration, and 61% of those who made purchases within a couple of days or less without prior research used YouTube Shorts in their shopping journeys.

● Fulfillment speed becomes a crucial decision filter: Delivery timing has become critical, with 90% of shoppers viewing sub-two-day delivery as non-negotiable and 81% choosing retailers based on speed. This demand for immediacy is already visible around key festivals this season:

Google Trends recorded a sharp surge in searches for “same day delivery rakhi” a day before Rakshabandhan this year.

Across both ends of the festive spectrum—from calculated research to spontaneous impulse buys—Google and YouTube connect every step of the journey for Indian shoppers, driving both initial discovery and final validation. Across every entry point, shoppers naturally integrate the platforms into their journey: among consumers using AI chatbots, 94% concurrently turn to Google Search and 87% to YouTube, while 7 in 10 shoppers who spot products on social media turn to Google Search to evaluate them further.

Because consumers continuously explore and cross-check across channels, festive choices remain fluid right up to checkout. 8 in 10 shoppers report being open to trying new retailers — an intent that actively plays out on Google, where 51% of shoppers using Google Search and/or YouTube discover new products along their journey.

To know more, click on the Google -YouTube Festive Playbook

About Google: Google's mission is to organize the world's information and make it universally accessible and useful. Through products and platforms like Search, Maps, Gmail, Android, Google Play, Chrome and YouTube, Google plays a meaningful role in the daily lives of billions of people and has become one of the most widely-known companies in the world. Google is a subsidiary of Alphabet Inc.

Understanding India's Mental Health Mindset: Insights From अ-Nishchit Index 2.0 By Aditya Birla Sun Life Insurance

* 81% of Indians believe mental health issues are rising across society, while nearly 80% hesitate to seek therapy or counselling

* Survey of 3583 respondents across 20 cities show attitudes to mental health vary sharply by region and gender

* ABSLI and Mpower offer grief counselling to families of deceased policyholders

Aditya Birla Sun Life Insurance Company Limited (“ABSLI”), the life insurance subsidiary of Aditya Birla Capital, India’s leading diversified financial services company, today released findings from its अ-Nishchit Index 2.0 ahead of World Mental Health Day on October 10.

The findings point to growing awareness of mental health concerns in India, alongside persistent hesitation around seeking professional support. They also show that there is no single mental health story in the country, with attitudes towards therapy and the concerns people face varying significantly across regions and genders.

Key Findings:

81% of Indians believe mental health issues are rising across society, while nearly 80% hesitate to seek therapy or counselling

East India is the most hesitant. 25% of respondents in the East said they would hesitate to see a therapist, compared with 22% in the North, 21% in the West and 14% in the South

Men are more hesitant than women in East. In the East, 27% of men were hesitant compared with 24% of women

The East is most worried about rising mental-health problems. 26% of respondents in the East expressed this concern

In the North and West, women worry more than men. 25% of women and 22% of men are concerned about the growing prevalence of mental-health problems

Parents in the east worry most about their children. 25% of parents in the East are concerned about their children's ability to cope with setbacks, against a national average of 21%

Mpower’s analysis of the findings underscores the need to move beyond recognising mental health concerns towards making early help seeking more normal and accessible. With barriers to seeking support varying across regions and genders, the findings highlight the importance of creating support pathways that are accessible, relevant and easier to navigate. For ABSLI, this insight also reinforces the importance of extending support beyond financial protection to the emotional needs of families during difficult life experiences.

In line with this approach, ABSLI, in partnership with Mpower, provides grief counselling to the families and loved ones of deceased policyholders. The service connects them with trained counsellors who provide professional guidance and emotional support through bereavement. Each nominee is eligible for two complimentary grief counselling sessions, helping families access professional support during a difficult period.

Mr. Kamlesh Rao, MD & CEO, Aditya Birla Sun Life Insurance, said, "The Index shows that attitudes to mental health in India are shaped by region, gender and family circumstances, so our response has to account for those differences. At ABSLI, we see protection as more than financial cover. Our grief counselling service, run with Mpower, supports families after the loss of a loved one, when they need emotional support as much as financial support. We want asking for help to become an ordinary thing to do."

Adding further, Mr. Amit Gupta, CFO - Aditya Birla Education Trust, Head – Operations, Mpower, “The findings point to an important gap, people may recognise that mental-health concerns are rising, yet recognising distress in oneself or a loved one and knowing when to seek professional help remain very different things. Grief is a powerful example of it, as it is often deeply buried, with its impact surfacing in professional productivity, family relationships and physical health, while the need for support goes unrecognised. This reinforces the need to build mental-health literacy early and embed it in school curricula, so that recognising distress and seeking help become part of everyday life.”

About the अ-Nishchit Index 2.0:

The survey was conducted by Drshti Strategic Research Services Pvt. Ltd among 3583 respondents aged 22-60, across 20 cities in July - Oct 2025.The study maps 49 statements across 11 parameters, covering economic and financial instability, environmental and climate concerns, health and medical risks, digital and cybersecurity threats, government policies, career and employment, family and social responsibilities, retirement and ageing, and children's education and growth, alongside income, debt and financial planning. Mental health was examined as an integral part of this broader uncertainty landscape, exploring concerns around the rising prevalence of mental health issues, the ability to cope with stress, and social and personal barriers to seeking therapy. To read the complete अ-Nishchit Index 2.0 report, click here.

Disclaimer:

This information is based on findings from a research study commissioned by Aditya Birla Sun Life Insurance Company Limited and data-validated by Drshti Strategic Research Services Pvt. Ltd. The findings are based on perception-based responses collected from the stated sample, locations and survey period and should not be treated as representative of every individual or region. The information contained herein is provided solely for general informational and research purposes and is based on perception-based responses at a specific point in time. Nothing herein constitutes investment, financial, insurance, tax, or legal advice, nor an offer or solicitation of any product. Readers are advised to seek independent professional advice before making any financial or insurance decisions. Aditya Birla Sun Life Insurance Company Limited and Drshti Strategic Research Services Pvt. Ltd. disclaim any liability arising from reliance on this information.

Sony India Unveils The New ULT POWER SOUND Party Speakers Lineup — Redefined Sound & Design

Sony India today announced the expansion of its ULT POWER portfolio with the launch of 2nd Generation of ULT models ULT TOWER 5, ULT TOWER 7 and ULT TOWER MAX. Designed to deliver powerful, deep bass and an immersive party experience, the new ULT POWER lineup combines Sony’s signature sound technology with a bold, all-new tower design. The lineup features the ULT TOWER 5, ULT TOWER 7 and ULT TOWER MAX, offering powerful sound across different spaces and party environments.

With built-in batteries (except Tower Max), easy portability and DJ-focused features including XLR/RCA connectivity, the new speakers are designed to bring the ultimate party experience anywhere from intimate gatherings to large outdoor venues.

ULT TOWER 5

Sony’s new ULT TOWER 5 is designed to delivers powerful 300W sound output in a compact, portable design, making it perfect for party-ready entertainment. The speaker features a newly developed 230mm woofer with ULT DUCT technology, two tweeters and ULT POWER SOUND Mode for deep bass and high sound pressure, delivering an immersive audio experience indoors or outdoors.

With up to 20 hours of battery life under specified conditions, IPX4 water resistance, four handles and support for both vertical and horizontal placement, the ULT TOWER 5 is designed to go wherever the party does. With an iconic silhouette featuring the signature ULT button and volume knob, complemented by enhanced lighting modes—Beat, Wave, and Mellow and a striking new lighting system with 56 LEDs seven times more than its predecessor, Its evolved Sound Field Optimization technology automatically adjusts output based on the surrounding environment, whether indoors or against a wall.

Its versatile connectivity includes Bluetooth 5.3, USB-C, USB-A, RCA, XLR In/Out and microphone input, while a dedicated DJ input, karaoke features, Party Chain by Aura Cast and Stereo Pair capabilities make it easy to create a customized party setup. New low-latency DSP technology further enhances wireless connections, while lighting and sound synchronization add to the atmosphere. Measuring 358 × 534 × 280mm and weighing 12.7kg, the ULT TOWER 5 combines portability, versatility and powerful bass in a bold new party speaker.

ULT TOWER 7

The ULT TOWER 7, the newest flagship addition to its ULT series of party speakers, designed to fill any space with deep bass and 420W powerful sound. Built around a large-diameter 280mm New Circular Unit woofer paired with a rear tweeter, ULT DUCT technology, and a 2 midrange/4 tweeter front-and-rear array, the ULT TOWER 7 delivers 360-degree party sound that carries the energy of the stage to every corner of the room with new LIVE Sound and 10-band EQ working alongside ULT1/ULT2/LIVE FLAT modes for overwhelming bass and sound pressure.

Its evolved Sound Field Optimization technology automatically adjusts output based on the surrounding environment, whether indoors or against a wall. The tower's robust, portable design features a durable IPX4-rated (vertical) build, four handles, upgraded rear wheels for easy transport, and a striking new lighting system with 72 LEDs nine times more than its predecessor, unified silhouette with a signature front ULT button. Built for DJs and party hosts alike, the speaker supports XLR/RCA DJ input, USB-C connectivity for PCs and smartphones, wired multi-speaker chaining, a new low-latency DSP, karaoke functionality with mic volume and echo controls, and up to 30 hours of battery life. With the ULT TOWER 7, Sony brings genuine party sound anywhere at home, outdoors, or on the go.

ULT TOWER MAX

The ULT TOWER MAX, the new flagship of its ULT series, is engineered to deliver 2150W Power Output with soul-shaking bass and overwhelming sound pressure that brings the arena vibe home in a single speaker. At its core sit three large-diameter 280mm New Circular Unit woofers two front, one rear working alongside ULT DUCT technology, 2 midrange and 4 tweeters (front and rear), and a 10-band EQ to produce true 360-degree party sound. With ULT1/ULT2/LIVE FLAT modes and an evolved Sound Field Optimization system that adapts to noise conditions and nearby walls, the TOWER MAX ensures every guest feels the bass, no matter where they're standing in the room.

Designed for DJs and hosts of large-scale gatherings, it offers XLR/RCA DJ input, USB-C connectivity for PCs and smartphones, wired multi-speaker and stereo pairing, a new low-latency DSP, and full karaoke functionality with mic volume and echo control from the back panel or app. The speaker's robust, versatile design includes a splash-resistant top panel, four handles, side wheels, and support for both vertical and horizontal placement all wrapped in a bold new lighting design featuring 100 LEDs, a dramatic leap from the 34 LEDs (24 top, 10 bottom) on its predecessor, the TOWER 10. With the ULT TOWER MAX, Sony redefines what a single speaker can bring to the ultimate party.

Launch Offer

Get a Dual Wireless MIC worth Rs.19,990 with the ULT TOWER MAX, along with cashback of up to Rs.15,000. Enjoy Rs.4,999 cashback on the ULT TOWER 7 and Rs.3,000 cashback on the ULT TOWER 5.

Pricing and Availability:

The ULT TOWER 5 and ULT TOWER 7 will be available from 8th October, while the ULT TOWER MAX will be available from 15th November onwards across Sony retail stores, including Sony Centre and Sony Exclusive stores, as well as on Amazon.

About Sony India Pvt. Ltd.

Sony India Private Limited (Sony India), a private limited company with its ultimate holding company as Sony Group Corporation, Japan, has established itself as a premium brand in various product categories including television, digital imaging, personal audio, home entertainment, gaming, car audio, and professional solutions. The company places a strong emphasis on customer satisfaction and maintains high standards in sales and services. Sony also prioritizes environmental sustainability, aiming to achieve a zero environmental footprint throughout the lifecycle of its products and business activities to contribute to a healthier and enriched life for all of humanity and future generations.

Ageas Federal Life Insurance Launches GIFT City’s First Multi-Currency Life Insurance Plan - Aurum Advantage

* Offers investment options in USD, EUR and GBP, with exposure to global equities, fixed income and gold

* Marks Ageas Federal Life Insurance’s entry into GIFT City

* Provides exposure to international equities, fixed income and gold, along with life insurance protection

Ageas Federal Life Insurance (AFLI), one of India’s leading private life insurers, today announced the launch of Aurum Advantage Plan, the first multi-currency life insurance plan offered by a life insurer in GIFT City. Customers can invest in US Dollars, Euros or Pounds while receiving life insurance protection.

The launch marks AFLI’s commencement of operations at Gujarat International Finance Tec-City (GIFT City), India’s first International Financial Services Centre (IFSC), and expands the company’s offerings for internationally mobile customers.

Aurum Advantage Plan is a Unit Linked Insurance Plan (ULIP) that offers access to multiple asset classes, including international equities, fixed income and gold, enabling diversification across geographies and investment categories.

The plan offers multiple premium payment options and fund strategies. It also provides a partial withdrawal facility with no lock-in period, along with maturity benefits, loyalty additions and death benefits, subject to applicable terms and conditions.

Aurum Advantage Plan is available to customers of any nationality, irrespective of residential status, including NRIs, OCIs and PIOs, subject to applicable terms and conditions. The minimum ticket size is USD 3,000, EUR 3,000 or GBP 3,000, depending on the currency selected.

Commenting on the launch, Mr. Jude Gomes, Managing Director & CEO, Ageas Federal Life Insurance, said, “Customers with international financial interests are increasingly seeking solutions that allow them to invest across currencies and markets. Aurum Advantage Plan addresses this need by combining multi-currency investment options with life insurance protection. Our entry into GIFT City gives us a strong platform to serve customers across international markets with solutions designed for their evolving financial needs.”

Through its GIFT City operations, Ageas Federal Life Insurance will cater to customers across key international markets, including the Middle East, North America, Europe, the UK, Singapore and Australia.

The company also plans to add term insurance and pension products to its GIFT City portfolio in the near future. To know more about Aurum Advantage, please visit (Aurum Website Link). 

Brigade Group Completes 40 Years, Unveils Ambitious Growth Roadmap For The Next Three Years

Photo Caption: L-R: Pradyumna Krishnakumar, Executive Director, Brigade Group. Nirupa Shankar, Jt. Managing Director, Brigade Group. M R Jaishankar, Executive Chairman, Brigade Group. Pavitra Shankar, Managing Director, Brigade Group. Amar Mysore, Executive Director, Brigade Group. Yogesh Patel, Chief Financial Officer, Brigade Group.

* With Investment Outlay Of Around ₹ 40K Crores

Leading real estate developer, Brigade Group, today marked the completion of 40 years in business. Outlining its growth plans for the next three years, the company said that it will invest approximately ₹ 40K crores over the next three years for a development pipeline of 40 million sq. ft. across its markets. Over the past four decades, Brigade has developed more than 110 million sq. ft. across 300+ projects and established its presence across 10 cities. The Group has built a diversified portfolio that includes residential communities, office developments, retail destinations, hotels. Brigade’s operating leasing portfolio has scaled to approximately 10 million sq. ft. and is growing with additional launches and development underway.

Commenting on four decades of operations, M R Jaishankar, Executive Chairman, Brigade Group, said, “Brigade was built on the belief that real estate is ultimately about creating places that have enduring value for people, businesses and communities. Over four decades, we have grown with the cities and markets in which we operate, adapting to changing aspirations and economic realities. Our next phase will be about taking that experience into new markets and new opportunities while remaining grounded in the values that have shaped Brigade.”

Over the next three years, Brigade plans to invest across residential, commercial, retail, hospitality and its emerging businesses including warehousing. The investments will be funded through a combination of internal accruals, project-level financing, strategic partnerships and other appropriate funding avenues, while maintaining a disciplined approach to capital allocation.

The World Trade Centre (WTC) platform will remain a key pillar of Brigade’s commercial growth strategy. Building on its successful portfolio of WTC developments, the Group has secured licences for three new World Trade Centres in Devanahalli and Whitefield, Bengaluru, and Coimbatore. At the same time, Brigade is extending the footprint of its flagship Orion brand beyond Bengaluru, with upcoming developments in Chennai and Hyderabad, marking a significant expansion into two of South India’s most dynamic commercial and consumption markets.

Brigade is also fostering innovation with Brigade REAP, India’s pioneering real estate accelerator that has supported 100+ startups, and Earth Fund, a first-of-its-kind venture and growth fund in the country, focused on investing in sustainable innovation within the built environment. The Group is deploying artificial intelligence, Building Information Modelling, IoT-enabled systems, data analytics, automation, construction technology and smart-building platforms across different stages of the development lifecycle.

Brigade is also expected to have a significant employment impact across its operating markets. Over the next three years, Brigade estimates that its planned developments and new businesses will generate approximately 23,000 direct and indirect gross employment opportunities across construction, engineering, hospitality, retail, facility management, technology.

The Group has set a target of achieving Net Zero emissions by 2045 and is working towards this through a combination of energy-efficient design, renewable energy, water conservation, responsible waste management and sustainable construction practices across its developments.

Brigade Foundation, the Group's CSR and social impact arm is set to take up one of its most significant civic infrastructure initiatives yet, the comprehensive development of Pipeline Road in Yeshwanthpur, under the Government of Karnataka's “Namma Bengaluru, Namma Koduge” scheme, implemented in association with the Bruhat Bengaluru Mahanagara Palike (BBMP). Brigade Foundation remains central to the Group’s vision of creating enduring value beyond business. Through focused interventions in education, healthcare, community development and environmental sustainability, the Foundation works to strengthen communities and foster inclusive growth across its areas of operation.

As Brigade enters its fifth decade, the Group’s focus will be on combining the strength of its established businesses with new growth opportunities emerging from India’s changing economic and urban landscape. With a growing development pipeline, investments across multiple asset classes, expansion into new markets and the creation of new business verticals, Brigade is positioning itself for the next phase of its journey while continuing to build on the platform created over the past 40 years.

BCIC And CSGAK Sign MoU To Launch Quad-Series Golf Tournaments

* Golden Jubilee initiative to bring together corporate leaders, civil servants and international trade representatives through sport and networking

The Bangalore Chamber of Industry and Commerce (BCIC) and the Civil Services Golf Association, Karnataka (CSGAK) signed a Memorandum of Understanding (MoU) in Bengaluru on Wednesday to jointly conceptualise, organise and conduct the Quad-Series Golf Tournaments, aimed at strengthening engagement between industry, government and the international business community.

The partnership assumes special significance as BCIC celebrates its Golden Jubilee this year. The tournament series will bring together industry captains, corporate leaders, senior State and Central Government officials, serving and retired civil servants, including IAS, IPS, IFS and IRS officers and international trade representatives on a common platform for networking, camaraderie and sporting engagement.

CA K. Ravi, President, Bangalore Chamber of Industry and Commerce (BCIC), said, “Industry and administration are the two wheels of development-one drives enterprise, investment and innovation, while the other provides governance, policy and stability. The Quad is more than a sporting initiative; it is a bridge for dialogue, better understanding and stronger collaboration between industry leaders and civil servants. We believe this partnership will help deepen Industry-Government engagement and contribute to a smoother Ease of Doing Business environment in Karnataka.”

Shri Umesh Kumar, President, Civil Services Golf Association, Karnataka (CSGAK), said, “This partnership with BCIC brings together two important communities that contribute and significantly to Karnataka’s growth and development. Golf provides a natural setting for interaction, mutual understanding and fellowship. Through this series, we look forward to building stronger connections between civil servants, industry leaders and other stakeholders while promoting sportsmanship and camaraderie.”

*Golf to Create New Avenues for Industry-Government Engagement*

The Quad-Series has been conceived as more than a sporting initiative. It will create opportunities for participants from the corporate, administrative and international communities to engage outside formal institutional settings, while promoting wellness, sportsmanship and long-term relationship-building.

The tournament series is scheduled to begin on October 10, 2026 at Bangalore Golf Club, followed by the second event on December 12, 2026 at Karnataka Golf Association (KGA). The next leg will be held on January 23 and 24, 2027 at JWGC, while the concluding tournament is planned for

February 2027 at Pilikula.

The MoU establishes a collaborative framework under which BCIC and CSGAK will work together to plan and execute the tournament series and build sustained engagement among participating stakeholders.

BCIC, a premier apex Chamber of Commerce representing large and medium-scale industries in Karnataka, has played an active role in promoting trade, investment, policy dialogue and corporate networking. Its Golden Jubilee celebrations mark five decades of engagement with industry, government and the wider business ecosystem.

CSGAK comprises senior bureaucrats and serving and retired civil servants and promotes wellness, fellowship and sportsmanship through golf.

The partnership is expected to add a new dimension to public-private engagement by using sport as a platform for dialogue, networking and relationship-building among leaders from industry, administration and the international business community.

Air India Elevates International Travel Experience With Tata Communications-Powered EasyRoam Travel Sim

* Easy and affordable international roaming access in 30 countries

Air India, India’s leading global airline and Tata Communications, a leading global communications technology player, today announced the launch of EasyRoam – an Air India-branded travel SIM, offering international roaming service, developed in partnership with Tata Communications.

EasyRoam is an ancillary product available for purchase as a physical SIM as well as eSIM on a dedicated Air India-branded webpage. It allows Air India guests access to voice and data services on roaming while travelling internationally.

Inaugural offer and geographical coverage

In its inaugural phase of the rollout, the EasyRoam SIM is available free of cost, but roaming pack charges will apply. The roaming packs – available for 30 countries across North America, Europe (including the UK), Australia, Asia Pacific and the Middle East - start from INR 241 (excluding taxes), with prices varying by destination and plan selected.

Customers purchasing a data plan can also avail up to 1GB of additional complimentary data, applicable in all countries except Maldives and Mauritius.

The EasyRoam SIM’s geographical coverage will progressively expand to up to 190 countries in total. Air India guests can choose from destination-specific or worldwide travel plans, with options for data-only or voice + data connectivity, based on their travel needs.

“Today’s travellers expect travel experience to be seamless, instant and secure,” said Vivek Manglik, Executive Vice President – Interaction Fabric, Tata Communications. “Through our collaboration with Air India, we’re bringing travel connectivity into the booking journey itself, enabling customers to choose and activate their mobile plan before departure and go online the moment they arrive. Together, we’re making international connectivity simpler, more secure and more transparent, giving travellers greater control, visibility and peace of mind wherever they travel.”

Nipun Aggarwal, Chief Commercial Officer, Air India, said: “The way people travel has evolved over the years. Today’s travellers increasingly live, work and socialise across borders, and they expect uninterrupted access to the digital services that power their daily lives. EasyRoam addresses this need by enabling our customers to stay connected effortlessly while travelling internationally, without the hassle of arranging for connectivity after arrival. It is another step in our effort to create a more seamless, digitally enabled travel experience in partnership with Tata Communications.”

Simple purchase and activation process

Designed as a digital-first travel connectivity service, EasyRoam offers customers a simple activation process, along with greater transparency and control over their mobile usage. Travellers will receive timely notifications and alerts to help them monitor consumption and manage costs while travelling abroad. Air India customers opting for the SIM can retain their number for up to one year at a nominal cost.

Tata Communications’ extensive global footprint and partnership with 600+ mobile network operators enables travellers to access high-quality connectivity and choose mobile plans best suited to their destination and travel needs.

Easy Roam is currently available for purchase through the Air India website and will subsequently be available through the Air India mobile app, offering customers a convenient way to stay connected while travelling internationally.