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Days after Trump won his way to the White House, becoming the 47th President of the United States, the US Federal Reserve slashed the interest rates by 25 basis points, bringing them within the range of 4.5-4.75%. This is the second time this year that the Fed has lowered the interest rates, after cutting them down by 50 basis points in September 2024. u Fed chair Jerome Powell noted that monetary policy remains tight as inflation remains elevated at 2.4% as of September 2024, slightly above the 2% mark set by the commission. However, the Fed remained optimistic about the current state of the economy. "The Committee seeks to achieve maximum employment and inflation at 2% over the longer run. The Committee judges that the risks to achieving its employment and inflation goals are roughly in balance. The economic outlook is uncertain, and the Committee is attentive to the risks to both sides of its dual mandate," the FOMC (Federal Open Market Committee) noted in its press release. The rate cut was along widely anticipated lines, although experts were wary of the Fed's way ahead, given that Donald Trump has been elected as the US President. In the past, he has, on multiple occasions, expressed his desire to yield greater influence on the Fed, apart from publicly criticizing Powell. However, Powell continued to stand his ground, noting that Trump cannot legally sack him. He believed in keeping the Fed independent, at least until his tenure as governor ends in 2028. He highlighted that even if he is explicitly asked by Trump to quit, he won't do so. <h2>Trump's regime to inch up inflation?</h2> Trump's electoral promises, if translated into policies, could spell disaster for the Fed's effort to curtail inflation. Reportedly, Trump has promised to levy aggressive tariffs against US trading partners, particularly China, and even extend his 2017 tax cuts. This could mean higher levels of the federal deficit, which would push up prices, wages, and hence, inflation, even as the Fed tries to consistently bring it under control. Apurva Sheth, Head of Market Perspectives and Research, SAMCO Securities, notes that it wasn't a surprise when the US Fed cut interest rates by 25 basis points (bps) to 4.75%. The Fed had given enough clues, and the market too had anticipated these rate cuts. "However, what was surprising was how the <keyword id="23863852" type="General" weightage="20" keywordseo="US-10-year-bond-yields" source="keywords">US 10-year bond yields</keyword> moved over the last one and a half months, which have been rising relentlessly from 3.6% to almost 4.5% despite the 50 bps cut in the last Fed meeting. It seems that the market is anticipating slower rate cuts going ahead, and maybe there are even chances of inflation rising. The bond yields have cooled off and slipped below the 4.335% mark. This should be bullish for emerging markets like India," he added.

US Fed cuts interest rates by 25 bps, Powell notes Trump's victory to have no impact on policy decisions

After a seven-year break, the <keyword id="23464279" type="General" weightage="100" keywordseo="Hong-Kong-Sixes" source="keywords">Hong Kong Sixes</keyword> are finally back, and cricket fans couldn’t be more thrilled! This fast-paced, high-energy tournament is set to take place from November 1 to November 3 at the Tin Kwong Road Cricket Ground in Hong Kong. Known for its short, thrilling six-a-side format, the Hong Kong Sixes is a unique event in the cricket calendar, bringing together international talent and enthusiastic spectators in a vibrant carnival-like atmosphere. With 12 teams competing, including <keyword id="23729824" type="General" weightage="20" keywordseo="cricketing-heavyweights" source="keywords">cricketing heavyweights</keyword> like India, Pakistan, Australia, and South Africa, the excitement is set to reach new heights. The Hong Kong Sixes has had a history of ups and downs. Originally launched in 1992, it became popular for its compact and thrilling format. However, financial challenges and organizational hurdles led to irregular schedules and ultimately a seven-year hiatus after the 2017 edition. But with renewed sponsorships and a strong commitment from the <keyword id="23729823" type="General" weightage="20" keywordseo="Hong-Kong-Cricket-Association" source="keywords" meta.keywordsubtype="org" meta.entityname="Hong Kong Cricket Association" meta.hostid="261" meta.entityid="Hong Kong Cricket Association">Hong Kong Cricket Association</keyword>, the tournament is making a comeback, promising a cricketing spectacle packed with action, music, and food. <h2>What makes this tournament special?</h2>The Sixes format is designed to thrill from start to finish. Each game lasts just five overs per side, with only six players on each team, meaning the action is intense, and every ball counts. Matches are often high-scoring and fast, keeping fans on the edge of their seats. And, this year, the experience is elevated with live performances, music, and a variety of food stalls – a perfect mix for cricket lovers and casual spectators alike. The 12 teams have been divided into four pools of three. Each team will compete in a round-robin format within its pool, with the top two teams from each pool advancing to the quarterfinals. The bottom teams will have their own battle in the Bowl Competition, while quarterfinal losers will compete in the Plate semifinals, ensuring that there’s never a dull moment for spectators. <ul><li>Pool A: Hong Kong, South Africa, New Zealand </li><li>Pool B: Australia, England, Nepal </li><li>Pool C: India, Pakistan, UAE </li><li>Pool D: Sri Lanka, Bangladesh, Oman </li></ul>A thrilling lineup is expected, with the much-anticipated India-Pakistan showdown happening right on the first day! Other exciting clashes include Australia facing off against England and South Africa taking on New Zealand. One of the special events this year is a Women’s Exhibition Match on the tournament’s final day, commemorating the 75th anniversary of the founding of the People’s Republic of China. This addition shows the tournament’s dedication to promoting inclusivity and gender representation in cricket. <h2>Teams and Captains</h2>This time around, India’s lineup will consist of Robin Uthappa, Kedar Jadhav, Manoj Tiwary, Stuart Binny, Shreevats Goswami, Bharat Chipli and Shahbaz Nadeem. Each team features a mix of talented and experienced players, including former internationals and domestic stars. Here’s a look at some of the captains: <ul><li>India: Robin Uthappa </li><li>Pakistan: Faheem Ashraf </li><li>Australia: Dan Christian </li><li>England: Ravi Bopara </li><li>Hong Kong: Nizakat Khan </li></ul>With a vibrant atmosphere, thrilling matches, and some of the best cricketing talent on display, the Hong Kong Sixes 2024 is set to be an unmissable event in the cricket calendar. Whether you’re cheering for India, Pakistan, or the underdogs, make sure to catch all the action starting November 1.

Hong Kong Sixes 2024 returns after 7 years with 12 teams! Here's all you need to know about this unique cricket tournament

India could see a shift in foreign direct investment (FDI) trends in the second term of Donald Trump (Trump 2.0) as President of the United States, says a research report by the State Bank of India. The report highlighted that under his first term, Trump 1.0, the Trump administration made sweeping regulatory changes aimed at attracting investments back to the U.S., which impacted FDI inflows globally, including India. It added that if similar policies are reintroduced in Trump 2.0 also, it could create challenges for emerging markets like India, which rely on FDI as a significant driver of economic growth. Notably, a recent Kotak report highlighted that a complete Republican control over all arms of the US government would mean increased US earnings via corporate tax cuts, higher tariffs on imports into the US and greater US fiscal deficits. The first two could spell doom for emerging markets like India and China, since foreign investors will make a beeline for investing more money in the US markets, which will come at the cost of intense selloff in emerging markets. However, higher fiscal deficits will eventually lead to the dollar weakening after the initial euphoria dies down. "India may see shifts in foreign direct investments (FDIs) during Trump 2.0. The Trump 1.0 administration saw significant regulatory changes aimed at attracting investments back to the US," the SBI report stated. However, given that India has been gradually diversifying its sources of FDI (foreign direct investments), this trend could serve as a buffer against any potential decline. Moreover, domestic institutional investors have been stepping up big time, maintaining some balance to the massive exodus of FIIs over the past month. So far in November 2024, FIIs have withdrawn Rs 19,849 crores from the cash segment in Indian markets, while DIIs have poured in Rs 14,014.18 crores as of November 10th, 2024. "India is no longer dependent on the traditional sources of FDI inflows... unlike the recent past, FDI is now coming in many new sectors," noted the SBI report. Unlike a decade ago, when most FDI inflows came from a limited number of traditional sectors, India is now attracting investment in a wide array of industries, including renewable energy, sea transport, medical devices, and surgical appliances. Data suggests over the last 24 years, i.e., between April 2000 and June 2024, FDIs have poured in $1,013.4 billion in the Indian economy. Out of this, 67%, i.e., $689.88 billion, has come in just the last 10 years. The report added there are up to 12 emerging sectors showing strong FDI interest, which could help offset any loss of inflows in conventional sectors if there is a shift in global investment patterns under another Trump administration. In the last financial year, the top 5 sectors that have received the highest quantum of FDI inflow include the services sector (finance, banking, insurance, and business) which makes up about 16% of the inflows. This is followed computer software &amp; hardware, which constitute around 15% of total FDI flows. Trading and telecommunications follows with a share of 6% each, and Automobile Industry comes next with a 5% share. In the short term, the potential for increased U.S. tariffs, more restrictive H-1B visa policies, and a stronger dollar could bring some volatility to India's trade and investment landscape. However, in the long term, these challenges might also encourage India to expand its manufacturing capabilities, diversify export markets, and focus on becoming economically more self-reliant. Notably, India has maintained a merchandise trade surplus with the U.S. despite tariffs imposed during Trump's first term. This indicates that Indian exports have remained resilient, and there is potential to strengthen this trade relationship further by capitalizing on emerging sectors and reducing dependency on traditional industries. Suman Chowdhury, Executive Director &amp; Chief Economist, Acuité Ratings &amp; Research Limited cautions that in the medium to long term, the trade relationship with the US may see a structural improvement. "Higher tariff and trade restrictions in the US with China should translate into better opportunities for exports of manufactured goods from India", he adds.

FDIs may shift to US under Trump 2.0 but it is unlikely to severely impact FDIs inflow to India, says SBI Report

<keyword id="19944464" type="General" weightage="100" keywordseo="matthew-perry" source="keywords">Matthew Perry</keyword>, who gained the spotlight for playing Chandler Bing in '<keyword id="343" type="General" weightage="20" keywordseo="friends" source="Orion">Friends</keyword>', received an emotional tribute during the 2023 <keyword id="199972" type="General" weightage="20" keywordseo="emmys" source="Orion">Emmys</keyword> In Memoriam segment. The segment also included late stars such as Len Goodman, Andre Braugher, Lance Reddick, Paul Reubens, Barbra Walters, Kirstie Alley, among others. Pop singer Charlie Puth and singer-songwriter duo The War and Treaty performed during the segment, first starting with a rendition of Puth's 'See You Again' before delivering a stripped-down cover of the 'Friends' theme song "I'll Be There for You" by The <keyword id="20205733" type="General" weightage="20" keywordseo="rembrandts" source="keywords">Rembrandts</keyword>, reports variety.com. Perry died unexpectedly in October 2023 at 54 years old. He was found unresponsive in a hot tub at his Los Angeles home, according to law enforcement. There were no signs of foul play or drugs on the scene. The Los Angeles County Medical Examiner's Office later revealed that he died from "the acute effects of ketamine". Perry was best known for playing the hilarious, sarcastic Chandler Bing on 'Friends' in the '90s and early 2000s. He starred in more than 200 episodes of the NBC sitcom across 10 seasons. "We are all so utterly devastated by the loss of Matthew. We were more than just cast mates. We are a family. There is so much to say, but right now we're going to take a moment to grieve and process this unfathomable loss," Perry's 'Friends' cast members Jennifer Aniston, Courteney Cox, Lisa Kudrow, Matt LeBlanc and David Schwimmer wrote in a statement following the news of his death. "In time we will say more, as and when we are able. For now, our thoughts and our love are with Matty's family, his friends, and everyone who loved him around the world." The award event can be streamed on Lionsgate Play in India.

75th Emmys: Matthew Perry honoured with cover of 'Friends' theme song

Star India batter <keyword id="19907934" type="General" weightage="100" keywordseo="Virat-Kohli" source="keywords">Virat Kohli</keyword> received his <keyword id="20082637" type="General" weightage="20" keywordseo="ICC-ODI-Player-of-the-Year" source="keywords">ICC ODI Player of the Year</keyword> award and was also selected for ICC <keyword id="21904254" type="General" weightage="20" keywordseo="Mens-ODI-Team" source="keywords">Men's ODI Team</keyword> of the Year 2023 in New York as his side prepares to play the <keyword id="44040" type="General" weightage="20" keywordseo="t20-world-cup" source="Orion">T20 World Cup</keyword> opener against Ireland on June 5. The official handle of ICC took to Instagram on Saturday morning to post a video of Virat being given his trophy and cap, in acknowledgement of an incredible 2023 he had with the bat. The 35-year-old witnessed another massive peak of his illustrious career in 2023, after some years of inconsistent form and struggle for massive scores. In 27 ODIs, he scored 1,377 runs at an average of 72.47 and a strike rate of 99.13, with six centuries and eight fifties in 24 innings. His best score was 166*. He played a big role in India's Asia Cup 2023 triumph, scoring an unbeaten 122* in 94 balls against arch-rivals Pakistan in a crucial Super Four stage game. Later on in the ODI World Cup held last year at home, Virat delivered an all-timer campaign, scoring 765 runs in 11 matches at an average of 95.62, with three centuries, six half-centuries and the best score of 117. He ended the tournament as a top-scorer, scoring the most runs in a single World Cup edition, breaking Sachin Tendulkar's record of 673 runs back in the 2003 WC. He also outdid Sachin's record of 49 ODI tons, scoring his 50th ODI ton against New Zealand in the semifinals. Now, Virat will take to the field in Indian colours for the ICC T20 World Cup to be held in West Indies and USA. He comes into this tournament after winning the Orange Cap for most runs in the Indian Premier League (IPL), scoring 741 runs in 15 matches at an average of 61.75 and a strike rate of over 154, with a century and five fifties. His best score of 113*.

Virat Kohli receives ICC ODI Player of the Year 2023 award

The ongoing <keyword id="20168812" type="General" weightage="20" keywordseo="sell-off" source="keywords">sell-off</keyword> by <keyword id="19900795" type="General" weightage="20" keywordseo="foreign-investors" source="keywords">foreign investors</keyword> continues to loom large on <keyword id="19991358" type="General" weightage="20" keywordseo="Indian-markets" source="keywords">Indian markets</keyword>. In October so far, <keyword id="19950996" type="General" weightage="100" keywordseo="FIIs" source="keywords">FIIs</keyword> (foreign institutional investors) have already withdrawn Rs 74,732.20 crores. Not for a single day this month have FIIs poured money into <keyword id="19895063" type="General" weightage="20" keywordseo="india" source="keywords">India</keyword>. The sell-off started on October 1, when foreign investors withdrew Rs 5,579.35 crore. The highest withdrawal of this month came on October 3. 2024, when FIIs sold Rs 15,243.27 crore worth of assets. Yesterday, i.e. on October 17th, FIIs pulled out Rs 7,421.40 crore from the markets. Experts state that FIIs are continuously putting pressure on Indian stocks, but the situation is expected to improve in the coming weeks with a sharp recovery anticipated. "We remain optimistic as the FII selling may have crossed the half way mark already and as it tones down, the domestic flows will help a recovery. When the recovery happens it will sharp and concentrated, giving long term investors motivation to stay put during the harrowing volatility of a roller coaster market that has repeatedly tested support levels but remains oversold, hence ripe for a bounce sometime in the next few weeks" said Ajay Bagga, Banking and Market Expert to ANI. Between January and October 2024, foreign investors have invested a net of 1,87,298 crore in India. This year, apart from the current sell-off, January, April and May also saw <keyword id="23593694" type="General" weightage="20" keywordseo="investment-outflows" source="keywords">investment outflows</keyword> by FIIs. The intense selloff comes right after September, when foreign investors invested a record Rs 93,538 crore in the Indian markets. June, July and August 2024 had also seen positive inflows from foreign investors of about Rs 41,757 crore, Rs 48,796 crore and Rs 25,493 crore respectively. However, a resilient, strong domestic investor base is keeping Indian markets afloat. <keyword id="21714171" type="General" weightage="20" keywordseo="DIIs" source="keywords">DIIs</keyword> (domestic institutional investors) have been consistent buyers throughout this month, largely balancing the outflows prompted by FIIs. In October so far, DIIs have invested about Rs 68,961.37 crore in the market, with the highest monthly inflow coming in on October 7th. While DIIs invested Rs 13,245.12 crore in Indian markets on that day, foreign investors withdrew Rs 8,293.41 crore. Yesterday i.e. on October 17, 2024, DIIs invested Rs 4,979.83 crore in the markets. At present, experts note that DIIs are flush with cash at the moment, with <keyword id="20052797" type="General" weightage="20" keywordseo="mutual-fund-inflows" source="keywords">mutual fund inflows</keyword> reaching an all-time high of Rs 24,509 crore in September 2024, a record 52.78% jump from the corresponding year ago period, where they stood at Rs 16,042 crore. Generally, keeping around 3-5% of their assets in cash is considered an acceptable practice amongst mutual fund houses. As per reports, mutual funds are currently in possession of Rs 1.86 lakh crore worth of cash, which constitutes 5.03% of their total AUM as of September 2024.

Exodus of foreign investors from Indian markets continues unabated in October. But DIIs are holding the fort steady

On September 18, 2024, the US <keyword id="19900043" type="General" weightage="20" keywordseo="fed" source="keywords">Fed</keyword> delivered a jumbo-sized surprise to the global economy. Not only did they trim their interest rates by a massive 50 basis points to bring their yields down to 5%, but also hinted at further rate cuts in the upcoming months. This move from the fed and several other central banks globally had pushed expectations high for a similar rate slash closer home, from the <keyword id="19899808" type="General" weightage="20" keywordseo="rbi" source="keywords">RBI</keyword> this month. But governor <keyword id="19913110" type="General" weightage="20" keywordseo="shaktikanta-das" source="keywords">Shaktikanta Das</keyword>, in a “picture abhi baaki hai” moment, decided to hold the repo rates here steady, leaving them unchanged at 6.5% for the record 10th straight time. Although, he did tinker with the policy stand, changing it from “rate cuts are absolutely off the table” to a more accommodating “we’re okay with bringing down the rates, if needed”. This, rather neutral, stance from India’s financial custodian sparked hopes for a rate cut in December this year. However, the stubborn inflation levels in September have again dented such hopes. As consumers, you may be wondering what all the hullabaloo this is about, since it hardly makes a difference to your regular financial routine. Well, the majority of both economic growth and inflation is closely connected to this policy stance from the central bank and it does have a rather indirect effect on both our earnings and spending. But more directly, it would have clear implications for those looking to own a house. Even the slightest modification of interest rates, or the lack of it, influences the <keyword id="19916018" type="General" weightage="20" keywordseo="emi" source="keywords">EMI</keyword> you pay significantly. So, all aspiring homebuyers, is this the right time to take out a loan and buy a house? Can you expect a rate cut anytime soon, and what will that mean for your home-owning dreams? We lay it out. <h2>What’s the connection?</h2>You see, buying a house is no small feat, at least financially. The task becomes even more herculean if you are scouting for your own roof in cities like Delhi, Noida, Bangalore or Mumbai where, as Circuit from Munnabhai says, “room shuru hote hi khatam ho jata hai”. Naturally, you’ll have to take a <keyword id="6354730" type="General" weightage="100" keywordseo="home-loan" source="Orion">home loan</keyword> from the bank. Don’t be mistaken, the bank won't give you a loan that covers 100% of the value of the property you want to own. Rather, your loan amount will be equivalent to a certain percentage of the property’s total value. RBI’s guidelines on this are pretty clear: <ul><li>If your loan amount is up to Rs 30 lakh, you can get a loan worth 90% of the property’s value.</li></ul><ul><li>If the loan amount is between Rs 30 lakh and Rs 75 lakh, you are eligible for a loan worth 80% of the property’s value.</li><li>If you are taking a loan of more than Rs 75 lakh, your loan amount will be equivalent to 70% of the property’s value.</li></ul>Now assuming that you have the money, it's all about paying back the principal amount, but not without a little (read hefty) interest added on top. See, when you’re taking a home loan, you are actually signing up for a long-term, even multi-decadal financial commitment, which will unfailingly present itself to your bank accounts and finances every single month, in the form of EMIs, or equated monthly instalments). When you take a home loan, you can choose to pay the interest in two ways (talk about choices!). One is that you decide to keep a fixed rate of interest throughout the tenure of your home loan. So, if you opt for a 25-year fixed-rate home loan at the rate of 8.8% p.a., you’ll have to pay interest at this rate for the next 25 years, till your entire loan is paid off. Yes, you can go backsies and switch to a floating-rate home loan by paying a fee. Floating, as the name suggests, means that your interest rate is not set in stone. But starting October 2019, when it comes to a floating interest rate home loan, your payable interest and EMIs are directly impacted by any changes in <keyword id="20094323" type="General" weightage="20" keywordseo="repo-rate" source="keywords">repo rate</keyword>, which were left unchanged by RBI this time around. Why are these two so chummy, you might ask. Well, home loan interest rates are a sum of two things: <ol><li>Repo Rate (the rate at which RBI lends money to banks)</li><li>Operational cost + margins</li></ol>Any plus or minus in this equation would send your home loan interests tanking, or skyrocketing. Vivek Iyer, Partner, Grant Thornton Bharat explains that any change in the repo rates impacts the cost of funds and thereby the home loan interest rates. “When the interest rates are expected to reduce, the corresponding impact will be in the form of a reduced EMI. Home loan borrowers should always try to borrow at a floating rate when interest rates are expected to reduce and at a fixed rate when the interest rates are expected to increase. This minimizes the outflow in the form of EMIs that the home loan borrowers will experience”, he continues. So, no change in repo rates means no change in your home loan interest payout and no financial relief whatsoever. A rate cut, which most experts are anticipating will start this December, would mean your EMI payments come down, and your wallet might save a little more. But there’s also a chance of an UNO reverse happening. In case RBI is in the mood to hike the interest, your home loan EMIs might end up taking more from your pockets. Consider this. You took a floating interest rate home loan worth Rs 50 lakh in January 2022 at 8% p.a., for a period of 20 years. This brings your total monthly EMI to Rs Rs 41,822. But, as luck would (or won't) have it, RBI raised the interest rate by 250 basis points between May 2022 and February 2023, bringing it to its current status of 6.5%. Some back-of-the-envelope calculations suggest that now, your home loan interest payout will also rise by a hefty 2.5%, taking the total to 10.5%. In other words, you’ll have to dish out Rs 49,919 per month as EMI. Now, won't you heave a sigh of relief if the RBI were to bring down the interest rate by say, even 50 basis points, or 0.5%? Agreed, your EMI will come down just marginally, to Rs 48,251. But look at this over a 20-year period, and you’ll see how big the difference is. <h2>Are rates set to change anytime soon?</h2>Generally, RBI hikes the repo rates if it sees inflation spiralling out of control. Then, in a bid to reduce consumer spending, it raises interest rates to make borrowing expensive. But when the apex bank sees sluggish consumption in the economy, inflation in control and wants to boost spending, it slashes down on interest rates, making it more lucrative for people to borrow. As of now, most experts are not anticipating any changes in the interest rates anytime soon. This means home loans are not getting cheaper anytime soon. The CPI data, which came out yesterday, saw inflation rise to 5.49% in September, compared to 3.65% last month. Food and beverage prices jumped to a four-month high of 8.36% in September, as opposed to a 5.3% rise in August. So a rate cut seems a no-go at the moment! Apurva Sheth, Head of Market Perspectives and Research, SAMCO Securities explains that the RBI had probably expected a hardening of inflation and that's why it chose to hold on to the rates in the monetary policy announcement last week. “Now, it seems that RBI will take a cautious stance going ahead and will not be in a hurry into rate cuts like its global peers”, he added. In all this, one thing is clear, in the grand movie of the Indian economy, the RBI has chosen stability over drama. And just like in every good Bollywood film, we're left wondering what twist the sequel will bring. Until then, it might be “The End" for rate cuts, but the show must go on for the Indian economy!

Boom or bust — how RBI’s decision to leave rates unchanged affects homebuyers

<ul><li>Brands often leverage the occasion of Independence Day to mull over pertinent questions such as freedom from gender discrimination or plastic pollution.</li><li>With Independence Day around the corner, we look back at campaigns from the past five years that nudged us to question the status quo or took us down the memory lane.</li><li>So, here’s to the past that made us and the future in the making.</li></ul>Every year on 15th August, India celebrates its independence. This earmarked day brings along an opportunity to reminisce over our past, remember the struggles of our forefathers, be grateful for today and set new goals for the future. As India completes its 75th year of independence, the levels of pride and excitement is high across the country. This year, brands have united to bring our attention to issues that we are still not independent from like racism, gender inequality, ignorance and power play, that we encounter everyday and choose to ignore. They are also using this opportunity to thank our frontline warriors, who have held the country on their shoulders for the past two years. Tricolor is already splashed all over the digital media with patriotic gusto riding through people’s hearts. Last year, the theme for Independence Day 2020 celebrations was 'Atmanirbhar Bharat' or self-reliant India. As a result, brands dedicated 2020’s Independence Day to our indigenous artisans and karigars who have been affected due to the pandemic and health workers’ resilient spirit. This year, the theme of Independence Day celebrations will be 'Nation First, Always First.’ We bring to you a list of advertisements from the past five years that celebrate the heroic sacrifices of our armed forces to tales of unity today: Tata Tea | 2021 TATA Tea Premium celebrates this Independence Day by bringing out a unique <a href="https://www.facebook.com/hashtag/deshkakulhad?__eep__=6&amp;__cft__%5b0%5d=AZX1hEgfv7TRbIexWSPxxUMn5vkbLYu_DwjWCPnzxisjYWTgqZ9lBKAktvBvCbZ2eh7UOVA-wuj8R9e9GMmM3fWDJ-mCAULDLtP0mb8QXeQboHNiXqTKvs9hfMq1jwTTRQsNrivPHRZKiagHhn-VAVu7SDSVvd2gtwmjBgx-wPJZnw&amp;__tn__=*NK-y-R">#DeshKaKulhad</a> collection in partnership with Rare Planet - a startup that promotes the work of local Indian artisans. The proceeds of the sale of these exquisite hand painted Kulhads will help to lend support to the artisan community that has been severely impacted by the current times. <div type="Youtube" id="VlKZgxB53r0" title="Desh Ka Kulhad – Celebrating India’s rich diversity | Extended" thumbUrl="https://i.ytimg.com/vi/VlKZgxB53r0/mqdefault.jpg"></div> Cadbury Unity Bar 2020 In 2020, Mondelez India’s special limited-edition Cadbury Unity Bar caught everyone’s attention. This very special Cadbury bar – a combination of dark, blended, milk and white chocolate united in one bar, epitomized the common sweetness that defines us in India, even during the not so sweet and difficult times. It celebrates our Unity in Adversity – showcasing the inherent sweetness in every Indian that has united us during these tough times. <div type="image" title="Product shot - Cadbury Unity Bar" msid="85273725" hostid="261"></div> Tata Salt | 2020 Tata Salt urges the nation to unite with the same fiery patriotism as shown during the Indian Independence movement to take efforts in fighting the COVID-19 pandemic. The spirit is brought alive through an emotional digital film using the premise of the original poem, ‘Sarfaroshi Ki Tamanna’ by Ramprasad Bismal, featuring a veteran of the 1971 war. The brand appeals to the nation to employ healthy practices such as wearing a mask, washing hands and maintaining social distance. <div type="Youtube" id="9Rb429CNELs" title="A Retd. LT. Colonel asks you to join the new fight for freedom" thumbUrl="https://i.ytimg.com/vi/9Rb429CNELs/mqdefault.jpg"></div> Liberty Shoes | 2019 Liberty Shoes partnered with Piyush Mishra to mirror the reality of today’s world in 2019. It came up with an action rather than a solution to evoke the sense of urgency and seriousness amongst the audience. They took examples from everyday life like racism, gender inequality, disrespectful behaviour towards women that we encounter and choose to ignore. It’s not the actions we blame, but also the mindset we carry. <div type="Youtube" id="HUgFTKGsh7Q" title="#InTheNameOfLiberty" thumbUrl="https://i.ytimg.com/vi/HUgFTKGsh7Q/mqdefault.jpg"></div> United Colours of Benetton | 2019 This campaign showcases how a simple act of compassion and mutual understanding can allow a nation as diverse as India, to co-exist in harmony and peace. <div type="Youtube" id="G2kMVgMzEzI" title="#UnitedByHarmony" thumbUrl="https://i.ytimg.com/vi/G2kMVgMzEzI/mqdefault.jpg"></div> Bajaj Allianz | 2018 Created by WATConsult, the campaign expresses a ‘special emotion’ of freedom embraced by the LGBTQAI+ community on Independence Day. The video highlights this community coming together, cherishing and celebrating their true freedom to love, highlighting the sentiment of Independence Day that resonates with every Indian. <div type="Youtube" id="kg8GABxUOpM" title="Pyaar Ki Azaadi - An Independence Day Film" thumbUrl="https://i.ytimg.com/vi/kg8GABxUOpM/mqdefault.jpg"></div> United Colours of Benetton | 2018 This social experiment #UnitedByHope, featured older India where people talk about the importance of religion and the importance of accessories associated with religion like kada (bangle), pagdi (turban), rosary, burkha etc and compares it with younger India. It highlighted how kids can subtly lead the older generation along the path of unity irrespective of religion or caste, and slowly but surely paving the way for a united future. <div type="Youtube" id="fNOpZvXI8eM" title="#UnitedByHope: A social experiment conducted in India" thumbUrl="https://i.ytimg.com/vi/fNOpZvXI8eM/mqdefault.jpg"></div> Vivo | 2018 Made by advertising agency Bang in the Middle, the video features a young woman driving on a highway when her car breaks down. It portrays her innate fear of being around unknown men at an odd hour of the night. The subtle message embedded in the film is revealed at the end. Even a harmless helping hand induces apprehension in an Indian woman instead of a sense of comfort. With this campaign, Vivo asked an important question: do women feel safe in today’s Independent India? <div type="Youtube" id="BIFjHEJa954" title="Happy Independence Night" thumbUrl="https://i.ytimg.com/vi/BIFjHEJa954/mqdefault.jpg"></div> Parle G | 2018 The digital campaign was created by an agency called Thought Blurb, and was marketed under the hashtag ‘#YouAreMyParleG’. The emotionally provoking film not only details on the real-life life of Ankit Singh behind enemy lines but also gives sentimental insights about his familial ties. The micro-movie ends with the message that some people turn into the whole nation’s packet of Parle-G. The final message makes a fitting end that also encapsulates the spirit of the hashtag ‘#YouAreMyParleG’. <div type="Youtube" id="yPgpLV9VIcU" title="Parle-G | Armed Forces Film" thumbUrl="https://i.ytimg.com/vi/yPgpLV9VIcU/mqdefault.jpg"></div> Airtel | 2018 Two days before India’s 72nd Independence Day, Airtel India gave the country a new rendition of our beloved national anthem <div type="Youtube" id="vH1jLzINhqY" title="EXCLUSIVE: National Anthem by Ustad Amjad Ali Khan, Amaan &amp; Ayaan Ali Bangash" thumbUrl="https://i.ytimg.com/vi/vH1jLzINhqY/mqdefault.jpg"></div> Bajaj Avenger | 2017 On the occasion of Independence day, Bajaj Avengers released their communication titled #RideyourIndependence which equates freedom of our country with women liberation. It ends with a powerful message from Mahatma Gandhi, ‘The day a woman can walk freely on the roads at night, that day we can say that India has achieved independence’. The film had clocked more than 7.2 million views on YouTube in less than 24 hours. <div type="Youtube" id="BtPpnOKDo4g" title="#RideYourIndependence - Bajaj Avenger Independence day Film" thumbUrl="https://i.ytimg.com/vi/BtPpnOKDo4g/mqdefault.jpg"></div> iD Fresh Foods | 2017 This campaign intended to spread awareness around the plight of the families of our army martyrs, encouraging the public to pledge their support to the well-being of these families. It highlighted the hardships that a martyr’s family undergoes. <div type="Youtube" id="qVPReTYAlkE" title="#iDPledge - iD Independence Day" thumbUrl="https://i.ytimg.com/vi/qVPReTYAlkE/mqdefault.jpg"></div>

Top Independence Day ads from the last five years

<div type="image" title="For the unversed, trading in futures and options can be akin to setting their hard-earned money on fire" height="900" width="1200" msid="114064202" hostid="261" caption="&amp;lt;p&amp;gt;For the unversed, trading in futures and options can be akin to setting their hard-earned money on fire&amp;lt;/p&amp;gt;"></div> Once upon a time, there thrived a wild, wild land. Here, it was all about super high monetary stakes, lightning-fast trade deals, and bucketloads of money shifting hands every single second. This wilderness lured millions of individuals with the promise of super duper high returns. But, at what cost? Welcome to the unforgiving, ultra-risky wild west of <keyword id="19991165" type="General" weightage="20" keywordseo="Indian-equity-markets" source="keywords">Indian equity markets</keyword> called the <keyword id="145718" type="General" weightage="100" keywordseo="Futures-and-Options" source="Orion">futures and options</keyword>. Here, everyone seems to just fly right through the bright red-flagged warnings of financial risks to earn even a fraction of these promised returns. Most burn themselves in the process, but carry on nevertheless, as if nothing ever happened. <h2>Chasing the cloudy profits</h2>The data conclusively proves that every 9 out of 10 individuals only lost their hard-earned money in this land. But hey, what do the numbers know? Some hide their losses out of shame, some out of fear. The proponents, meanwhile, proudly boast unusually high returns on their investments, some open social media channels while others encourage their friends and family to take the plunge. Naturally, news of this unstoppable and humongous en-masse migration to the F&amp;O (futures and options) town has reached sheriff <keyword id="19901201" type="General" weightage="20" keywordseo="SEBI" source="keywords" meta.keywordsubtype="org" meta.entityname="SEBI" meta.hostid="261" meta.entityid="SEBI">SEBI</keyword>, galvanising them into action. After all, it was time to put a leash on this madness and save the common man. The inhabitants of this town doubled in the last 2 years, from 51 lakh in FY22 to 96 lakh in FY24—99.8% of whom were small and mid-income traders. But profits? Well, that's a different, rather completely absent story. <h2>Que Sera Sera, much?</h2>A recent report by SEBI (Securities and Exchange Board of India) that studied profits and losses made by traders in the equity derivatives segment between FY22-24 exposed the mad mania of futures and options trading in India, especially since the pandemic. Per the report, 91.1% of individual traders, or about 73 lakh traders had only lost money trading in futures and options in FY24. Between FY 22-24, over 1 crore traders, or about 92.8% of individual traders, had lost Rs 2 lakh each. But once bitten, twice shy? Well, not in this case. More than 75% of individuals, who had only made losses trading in F&amp;O in FY22 and FY23, continued to trade vigorously in FY24 as well, without any changes in the bottom line, which remained deep in red and negative. So, then all these traders must be uber-rich, with tons of cash and not much care to spare? Nope. 76% of traders in the F&amp;O space in FY24 had an annual income of less than Rs 5 lakh. 2 years ago, their share stood at 71%. And their choice of poison? Options! In FY24, 60% of traders made losses trading in futures, but a whopping 91.5% burnt their funds trading in options. Mind you, futures are riskier than options. With futures, which require significant capital investment, the buyer and seller both are contractually bound to adhere to the pre-determined strike price of the futures or options contract, irrespective of whether the prevailing prices are higher or lower (and thus, resulting in losses for either the buyer or seller). With options, since this adherence ain't necessary, individuals end up taking debt to take highly leveraged positions while trading here. <h2>Scale of the explosion</h2>Anyone who trades even infrequently will tell you that a demat account is the mitochondria or powerhouse of the trading cell. As of August 2024, India had over 17.1 crore <keyword id="20957284" type="General" weightage="20" keywordseo="demat-accounts" source="keywords">demat accounts</keyword>, which are a prerequisite for trading in the markets. India is the 9th biggest country in the world, in terms of total demat accounts. Did you know that our demat accounts are at par with the entire population of Bangladesh? Talk about scale! Just 4 years ago, in March 2020, this number was a mere 4 crore. Naturally, the total F&amp;O turnover on both <keyword id="20004725" type="General" weightage="20" keywordseo="NSE" source="keywords" meta.keywordsubtype="org" meta.entityname="NSE" meta.hostid="261" meta.entityid="NSE">NSE</keyword> and BSE has hit the roof, and also broken it. As of October 4, 2024, the total futures and options turnover on NSE stood at a massive Rs 4,78,27,27,750.30 crore. Good luck counting the thousands! <table style="border-width: initial; border-style: none;" class="redcator-table-advance"></colgroup><tbody><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Year </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Total Turnover (Both Futures and Options) (In Rs Crore) </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">2020-21 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">64,36,03,951.51 </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">2021-22 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">1,69,52,33,134.47 </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">2022-23 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">3,82,23,26,468.06 </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">2023-24 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">7,99,27,67,152.43 </td></tr></tbody><tbody></tbody><tbody></tbody><tbody></tbody></table>Source : NSE Another metric that underlines the meteoric growth of trading in India is the collection of STT or <keyword id="20930760" type="General" weightage="20" keywordseo="Securities-Transaction-Tax" source="keywords">Securities Transaction Tax</keyword>. As of September 2024, India's STT mop-up had gone past Rs 26,000 crore. Traders have to pay STT whenever they buy or sell any security in the market. So, more trading brings in more STT, and hence, more revenue for the government, so they're not really complaining. After all, this is certainly what they'd call enviable growth. As of August 2023, our STT collection stood at about Rs 21,599 crores. And in FY20-21, India's STT collection had been Rs 16,000 crore. If only our salaries also managed to grow at this rate! <h2>So, what's happening?</h2>Two things. One, it's the big bulls who are raking in all the moolah. And it's the younger lot (those aged under 30) who are propping them up for this. In FY24, 43% of individual traders in the market were less than 30 years of age. In just one year, this number has swelled by 12 percentage points from just 31% of individual traders. But who says ageing is bad? Wrinkles and silver hair seemingly have a propensity of incurring lesser losses in the market. In FY24, only 79% of traders aged above 60 years made losses, as compared to 93% of those aged below 30. Small and mid-income traders, which make up 98% of the total trader base, witnessed average losses per person of Rs 65,000 and Rs 1.5 lakh in FY24 in futures and options, respectively. The winner here? Clearly, the big bulls, who declared an annual income of over Rs 1 crore, ended up with average profits of Rs 96,000 per person this year. <h2>What’s the sheriff up to?</h2>The government has finally swung into action, hiking the STT rate for F&amp;O during this year’s budget. Effective October 1, 2024, the STT on futures stands at 0.02%, up from 0.0125%. For options, it was upped to 0.1% versus 0.0625% previously. Small margins, but huge impact oncoming. Says Puneet Sharma- CEO and Fund Manager at Whitespace Alpha, “SEBI aims to enhance market stability while safeguarding investor interests, reflecting the regulator's intent to balance risk management with market participation”. But this might come with its own share of challenges, too. “Stricter norms around leverage, transparency, and capital adequacy could limit the ability of investors to determine their own risk appetite, thereby stifling innovation in trading strategies. Over-regulation in an environment that thrives on strategic flexibility and creativity could dampen the market’s dynamism, affecting India's competitiveness in the global derivatives landscape”, he observes. SEBI recently came out with a set of guidelines that aim to thwart <keyword id="19972907" type="General" weightage="20" keywordseo="retail-investors" source="keywords">retail investors</keyword>' participation in futures and options and hinder them from taking undue risks. Here's a quick recap of what's to come for the residents of the F&amp;O town Margin Requirements: To battle the high volatility and chaos which is generally seen on expiry days(i.e the last mandated date, post which an option becomes invalid), SEBI will put in place an extreme loss margin (ELM) of 2% for all open short options on the day of expiry. Translation? Traders will need to pony up more cash upfront, leaving them with fewer funds to take on risky bets. It ain't a choice: No more of one expiry every single day! Going ahead, an exchange like BSE or NSE will just be able to offer weekly expiries, that too, only on one benchmark index, as opposed to an entire buffet it currently offers. At present, NSE offers weekly options contracts for its financial index, bank and midcap indices. But say goodbye to this, and hello to derivatives on only 1 index per exchange. Raising the bar: Effective November 30, 2024, the minimum contract value for index derivatives will be upped to Rs 15 lakh, from the present Rs 5-10 lakh. The hope is that by making it ultra-expensive to enter these trades, investors will be dissuaded from taking on risky trades. Pay upfront: Starting February 2025, those trading in options will have to pay the entire options premium upfront, even before their trades are executed. This is because options generally carry very high leverage, and paying a significant sum upfront can force traders to think twice. Invigilation Pro Max: Starting April 1 2025, to make sure that the number of positions for equity index derivatives does not slyly slip over the mandated limit, especially on expiry days when trade volumes are huge, the exchanges will have to take a minimum of 4 position snapshots randomly. The question is, will these injections of sobriety be enough to calm down the steroid-fed bull of the futures and options market in India? Well, only time and market turnover will tell! For more insights into the financial markets and business news, stay tuned to our site and social media handles. And don’t forget to subscribe to Business Insider India’s newsletters for your weekly dose of Simply Put! Disclaimer: The content on this website is for informational purposes only and should not be construed as investment advice. We recommend readers consult certified, qualified and registered advisors for professional and personalised financial advice.

SIMPLY PUT: SEBI is on a mission to take on the wild, wild west of futures and options in India. Here’s why, what, and how

A sixth-grade social science textbook that I read described India as a piece of fabric, with countless threads coloured in a myriad of majestic shades, woven together. This metaphor holds exceptionally well when put into the context of our <keyword id="22706215" type="General" weightage="20" keywordseo="handloom-industry" source="keywords">handloom industry</keyword>. India has a rich history of handlooms and weaving cultures. The culture of handlooms is so intricately woven into Indian culture, that there are whole towns dedicated to the same: <keyword id="248532" type="General" weightage="20" keywordseo="Chanderi" source="Orion">Chanderi</keyword> in Madhya Pradesh to Pochampally in Telangana and a dozen more! Unfortunately, the handloom industry in India is dying. The struggle is multi-faceted, ranging from a declining workforce to fierce competition from <keyword id="20496028" type="General" weightage="20" keywordseo="power-looms" source="keywords">power looms</keyword>. Hence, five years ago, August 7 was proclaimed <keyword id="22677698" type="General" weightage="20" keywordseo="National-Handloom-Day" source="keywords">National Handloom Day</keyword> in response to this crisis and to heighten public awareness. This date holds special historical significance, commemorating the initiation of the Swadeshi Movement in 1905—a pivotal act of defiance against British colonial rule. <h2>When did this industry come into existence?</h2>According to archaeological findings, the origins of handloom in the Indian subcontinent may be traced back to the Indus Valley Civilization. The Mughal Empire was known to support and patronise <keyword id="20258864" type="General" weightage="20" keywordseo="weavers" source="keywords">weavers</keyword>. The support from the royal patrons resulted in the invention of new textiles such as ‘Mulmul’ and ‘Banarasi Brocade’ among others. This era witnessed a heightened worldwide demand for Indian textiles. In the 17th century, India produced 25% of the world’s textiles, with Bengal accounting for more than 50% of textiles and 80% of silks imported by the Dutch from Asia. <h2>What led to the decline of the <keyword id="19934660" type="General" weightage="100" keywordseo="Indian-handloom" source="keywords">Indian handloom</keyword>?</h2>The East India Company's entry fuelled the industry's initial decline, which started in the 1830s. The weavers were obliged to sell only to the British, and that too at exceedingly cheap prices, virtually putting them out of business. On the other hand, Indian cloth was taxed excessively to promote machine-made British clothing. The Industrial Revolution in Britain strengthened their indigenous textile industry, giving rise to new markets for cheaper textiles. In India, the collapse of the Mughal aristocracies meant no access to royal patronage. As a result, textiles like Khadi and muslin had little demand in the market. Circling back to the present, the industry is facing both similar and new challenges. Fabrics made on power looms are cheaper and faster to produce, in comparison to handloom fabrics. The industry is largely unorganised, and the wages are shockingly low. 67% of <keyword id="22706216" type="General" weightage="20" keywordseo="handloom-workers" source="keywords">handloom workers</keyword> are earning less than the minimum wage every month. Faced with economic challenges, the older artisans are thus forced to encourage the newer generation to choose an alternative career path. This migration of the workforce from a traditional sector is evident from the fall in the number of weavers less than 35 years of age- from 26.13 lakh in 2009-10 to 16.07 lakh in 2019-20. The majority of weavers do not have access to banking facilities, let alone institutional credit. Furthermore, if one manages to accumulate credit, there is a mismatch between the supply and demand forces due to the lack of awareness about handwoven textiles in the current generation. <h2>Initiatives for revival</h2>The cultural significance of the Indian handloom isn’t just limited to its beauty and extravagance, but it extends to our independence struggle as well. The Swadeshi movement immortalised the charkha and advocated for the use of indigenous goods. Following independence, the Indian government took many measures to revive the handloom industry. In 1953, India’s Parliament approved the Khadi and Other Handloom Industries Development Act. In 1955, the All India Handloom Fabrics Marketing Cooperative Society was formed to promote the sale of fabrics produced by handloom cooperatives across India. The National Handloom Development Programme (NHDP) aimed to provide financial assistance for marketing and production. The Handloom Weavers’ Comprehensive Welfare Scheme offers health and life insurance to weavers, to ensure social security. The organisation commenced a fortnight-long exhibition, “VIRAASAT” dedicated to celebrating the 10th National Handloom Day began at Handloom Haat in Janpath, New Delhi on Saturday, 3rd August 2024, and will conclude on 16th August 2024. The Handloom Mark scheme was introduced to authenticate handloom products, thus enabling weavers to gain better market access and ensuring that consumers get genuine products. Moreover, the India Trade Portal also mentions that the GOI plans to provide financial assistance of Rs. 30 crore to at least 10,000 handlooms. Various state governments also regularly conduct handloom expos and fairs, providing platforms for weavers to showcase and sell their products directly to consumers. <h2>Contemporary Brands and their love for Indian handloom</h2>Modern, popular designers such as <keyword id="8264" type="General" weightage="20" keywordseo="Sabyasachi" source="Orion">Sabyasachi</keyword> and <keyword id="21493890" type="General" weightage="20" keywordseo="ritu-kumar" source="keywords">Ritu Kumar</keyword> are known to work closely with weavers and have been doing their part by bringing worldwide attention to the handloom industries. Recently, <keyword id="1472101" type="General" weightage="20" keywordseo="Ajrakh" source="Orion">Ajrakh</keyword> was brought into the limelight when Alia Bhatt wore a custom Abu Jani Sandeep Khosla Ajrakh saree to Joy Awards in Riyadh. However, it’s not just the fashion moguls who are working towards the revival of this industry. Contemporary indie brands are partnering with local weavers, and creating awareness about their work. The emergence of such indie brands and their association with local artisans is beneficial for both entities. For instance, Joskai Studio derives its name from ‘Joskai’, a woven piece of cloth worn as a part of the traditional costume of the Tiwa community of Assam. They work with artisans in northeast India, specifically from the weaving village of Saualkuchi in Assam. Rouka by Sreejith Jeevan is a Kerala-based brand that works strictly with weavers from Kerala, specifically Chendamangalam and Kuthampally. <h2>Employment and Exports</h2>According to the Indian Trade Portal, the Indian handloom sector is the country’s second-largest employer after agriculture in rural areas. The Handloom Census 2019-20 mentions that the industry employs about 35,22,512 workers across the country, with women forming 77.29% of the workforce. India is the second largest exporter of handloom products in the world, with exports valued at $ 353.9 million in 2017- 18, as per EXIM bank's working papers. The major handloom export centres are Karur, Panipat, Varanasi and Kannur where handloom products like bed linen, table linen, toilet linen, floor coverings, and embroidered textile materials and curtains etc. are produced for export markets. During April 2021-February 2022, India exported handloom products worth 1693 crore, as per Indian Trade Portal. Indian silk scarves also form a sizable chunk of total handloom exports, in addition to home textiles like carpets, rugs and mats, which constitute over 13.6% of India’s total handloom exports. <h2>The Path Forward</h2>The mere existence of organisations and allocation of funds isn’t enough to sustain the legacy of India’s rich handloom industry. Big corporations working with local weavers ensure employment but don't protect them from exploitation and meagre wages, leaving them vulnerable. The people in power ought to come up with strategies that ensure the trickle-down effect of the schemes and funds. The new generation of buyers has a greater purchasing power than the one before them. Marketing focused on bringing Indian handloom practices into the limelight can do wonders in this case.

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