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There are millions who enjoy eating ice creams from cones and then munching on the cones too. A Deoria-based farmers' group in Uttar Pradesh has now come up with 'kulhads' made from millet that can be used to drink tea and then eaten as a healthy snack. Interestingly, these 'kulhads' come at a time when 2023 has been declared as the "International Year of Millets" by the United Nations after a proposal from India in 2019. Christened 'Chai Piyo aur Kulhad Khao', these nutritious kulhads, made of co-arse grain of ragi and maize flour, have caught the attention of tea lovers at the ongoing Magh Mela in Prayagraj. Ankit Rai, a member of the group, said the demand for these 'kulhads' has been increasing manifold in rural as well as urban areas of eastern Uttar Pradesh. He said, "To promote the benefits of millets, we created edible kulhads made of millets about two years ago. We have a special mould wherein we can make 24 cups in one go." "Initially, we connected with tea vendors in small villages of east UP, including Deoria, Gorakhpur, Siddharth Nagar and Kushinagar, but we managed to win hearts in other parts as well. Now, the demand has spread to Prayagraj, Varanasi, Lucknow and other districts." Talking about the price of these 'kulhads', he said, "It takes Rs 5 to shape such kulhads and when tea is served in it, it costs Rs 10. The 'kulhads' are also eco-friendly. They are in line with Prime Minister Narendra Modi's Swachh Bharat Mission as there is zero wastage." Women are mostly involved in making 'kulhads' of millet for health benefits. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/international/news/were-calling-them-objects-not-balloons-for-a-reason-pentagon-on-shooting-unidentified-object/articleshow/97851862.cms">"We're calling them objects, not balloons, for a reason," Pentagon on shooting unidentified object</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/india/news/public-health-experts-pitch-for-higher-taxes-on-tobacco-products-to-make-india-tobacco-free-in-amrit-kaal/articleshow/97839889.cms">Public health experts pitch for higher taxes on tobacco products to make India tobacco-free in 'Amrit Kaal'</a>

With millet kulhads, you can now drink your tea & eat the cup too

The plastic industry picked up in <keyword id="3658" type="General" weightage="100" keywordseo="india" source="Orion">India</keyword> only in the second half of the 20th century and made massive progress, booming and diversifying rapidly. With tens of millions of tons of plastic production and similar amounts of plastic waste flow, this non-biodegradable nuisance continues to choke the country’s precious land and water resources. From July 1, the central government has restricted the whole process of importation, production and sales of single-use plastic across India. The <keyword id="151298" type="General" weightage="50" keywordseo="ministry-of-environment" source="Orion">Ministry of Environment</keyword>, Forest and Climate Change of India said that the adverse impacts of littered single-use plastic items on terrestrial and aquatic ecosystems, including in the marine environment, are globally recognised. “Addressing pollution due to single-use plastic items has become an important environmental challenge confronting all countries," said the MoEFCC in a statement. India generates nearly one crore tonnes of plastic waste annually, of which around 35 lakh tonnes remain single-use plastic. Only a tiny portion of this gets recycled, while the rest ends up in landfills and open spaces, adversely impacting flora and fauna and drastically affecting human health. Recently, scientists have even found traces of microplastics in human blood. Recognising the impact of plastic waste on the ecosystems, India declared this ban on single-use plastic from July 1 onwards. <cmsannotation type="cmsannotation" annotationid="But, what is single-use plastic?" comment="subhead" text="But, what is single-use plastic?">But, what is single-use plastic?</cmsannotation> In standard terms, single-use plastic refers to the production and sale of disposable plastic items that are intended for only one-time usage. They are also known as disposable plastics, and the packaging industry frequently uses them. Examples are shopper bags, food packaging, bottles, straws, containers, cups, and cutlery. Single-use plastic account for the most significant proportion of synthetic plastics, and a majority of such plastics do not biodegrade. Instead, they gradually disintegrate into smaller pieces called microplastics that seep into the underwater, polluting water and land ecosystems. Single-use plastic products (SUPPs) may be the definition of convenience. Yet, the harm they cause to the environment and human health through production, distribution, and littering makes them a serious threat. The ban in India is applicable to "earbuds with plastic sticks, plastic sticks for balloons, plastic flags, candy sticks, ice- cream sticks, polystyrene (Thermocol) for decoration, plastic plates, cups, glasses, cutlery such as forks, spoons, knives, straw, trays, wrapping or packing films around sweet boxes, invitation cards, cigarette packets, plastic or PVC banners less than 100 micron, stirrers, and polystyrene for decoration." The minimum specified thickness for polythene carry bags was 75 microns already applicable from September 2021 but it would be 120 microns from December 2022. Plastic has moulded society in ways that make life easier and safer, from cell phones to utensils to food packaging. However, synthetic material has also left a negative impact on the environment and possibly human health, choking water bodies and several aquatic organisms. Plastic is a non-biodegradable item that eventually ends up in landfills that directly affect land, reducing the number of microbes that live beneath the soil surface and fertilise our lands. Plastic harm is just not limited to the land but has adversely affected aquatic marine life; India releases 1.5 crore tons of waste into the <keyword id="12350" type="General" weightage="50" keywordseo="indian-ocean" source="Orion">Indian Ocean</keyword> each year, and the massive amount of persistent plastic in the marine debris harms the coastline and marine ecosystems, making the Indian ocean the second most polluted ocean in the world.

Ban on single-use plastic kicks in across India as the country recognises the choking impacts of plastic waste on the environment

<ul><li>Ayushmann Khurrana has been listed as one of the top 100 Influential People in the world by TIME today. </li><li>With his rising popularity and influential power, the actor seems to be on a winning streak in the advertising world. </li><li>He has bagged marquee brands like KitKat, Peter England, The Man Company, Bajaj Allianz, to name a few, in the past few months amid a global pandemic. </li><li>We speak to experts to find out what are some of the qualities that make him influential in the brandverse. </li></ul>Ayushmann Khurrana, the only Indian actor to be featured on TIME’s 100 Most Influential People in the World list, is also becoming India’s favourite brand endorser. Even during the on-going pandemic -- when brands have tightened their purse strings -- Ayushmann has managed to grab more attention from brands and bag endorsement deals from marquee brands such as JSW India, Nestle, Toyota, Bajaj Allianz, Sprite, The Man Company, UNICEF, to name a few. Despite not having done a single blockbuster movie this year, apart from Shubh Mangal Zyada Savdhan and the virtually-released Gulabo Sitabo, Ayushmann is on a winning streak in the branding world. 2020 is turning out to be a tipping point for his career as a brand endorser. Ayushmann has around 25 brands in his kitty and in Duff &amp; Phelps’ report released in 2019, Khurrana was a new entrant at rank 10 with a brand value of $40.3 million. In the times when everyone is talking about nepotism in Bollywood, associating with Ayushmann also seems like a safe and perfect bet for an Indian brand. He is the boy-next-door from Chandigarh who has made it on his own in the industry. After his first appearance in MTV Roadies Season 2, Ayushmann found his ticket to Bollywood as Shoojit Sircar offered him a leading role in Vicky Donor. Since the beginning of his career, Ayushmann has been very picky with his choice of movies. He has made a conscious effort to increase representation of different kinds of Indians in his movies by playing a homosexual man in Shubh Mangal Zyada Savdhan, someone who suffers from erectile dysfunction in Shubh Mangal Saavdhan and a bald guy in Bala. He is also known for movies like Article 15, Dum Laga Ke Haisha, Dream Girl and Badhaai Ho that have started a conversation around different social issues. It is his choice of films that Vani Gupta Dandia, Founder of CherryPeachPlum Growth Partners - a marketing-led business consultancy thinks makes him the ideal fit for all challenger brands. She said, “AK is an actor who comes across as someone with a very, very strong personality. He's chosen to do films which stood out for the stands they took, for the very 'difficult to speak about' subjects in society. The most appealing thing about Ayushmann Khurrana is that while he has chosen to do very offbeat films he still has a very mainstream appeal. His brand endorsements have also been in line with the offbeat actor he comes across as.” On what qualities does he stand for and which brands should he choose, Vani Gupta Dandia added, “Brands that are looking for halo values like intelligence, substance vs frivolous mass appeal, gumption to stand up for difficult causes, choose v/s be chosen, and strong-mindedness - are best suited for a tie-up with him. He must be careful to stay true to who he is and not fall into the trap of the typical bolly 'dance- around-the-trees' mould. His appeal is in being a 'deliberate' and intelligent actor. Not the mainstream hero. He should carefully nurture this positioning and associate with causes and brands that fortify his own imagery in the consumers’ mind.” Karthik Srinivasan, Independent Brand Consultant and Social Media Expert, calls Ayushmann the Amol Palekar of our times - a true 'everyman', but with extra panache. He explained, “Given his smart choice of film scripts where he plays 'everyman' without the extraordinary stunts that define our films' heroism, and convincingly pulls off seemingly 'normal' roles, and given the enormous success he has garnered in such narratives, he fits perfectly for any brand that wants a relatable super-celebrity.” Talking about what makes Ayushmann brands’ favourite, Harish Bijoor, Brand Guru &amp; Founder, Harish Bijoor Consults Inc. said, “He is not the big-boots star of Bollywood. Neither is he a peripheral actor, many of whom come, survive and leave. He is someone in-between. And that's the beauty of his success today. As an actor, he is a method actor of repute. He has under his belt a series of hits that few can boast. In many ways, he is the small-budget star who takes the entire ecosystem of the film that is made to success. Today, viewers of Hindi cinema are bored to death by the big stars and the bigness they represent. In many ways, this is a David versus Goliath liking that comes to the fore. The big star is just too big, unapproachable and just too far away physically and metaphorically. The smaller star is that much closer, and that much more to emote with as a persona. This is Ayushman's touchstone of success.” Ayushmann also bagged a deal with Bajaj Allianz Life this month. On why the brand chose him as its face, Chandramohan Mehra, Chief Marketing Officer, Bajaj Allianz Life, said, "Ayushmann outscores his new age peers on the attributes of relatability and likeability, across consumer profiles. Also, in context of his rise on back of the smart, unconventional and consistent choices he has made, his marketability has enhanced. He is seen as a role model and hugely talented across profiles of age, gender and income groups." Ayushmann can act, sing and dance. He also writes poetry. His versatility and boy-next-door image make him brands’ sweetheart. N. Chandramouli, CEO, TRA said, “Ayushmann Khurrana is one of the multi-talented, multi-faceted actors who has a range of successes behind him in the movies. Without controversies, he is a stable bet for any brand. He has been considerably active in social media during the lockdown and combined with his earlier successes, this has increased his social media presence and salience. Ayushmann is versatile and he can endorse a range of categories, right from footwear to ice-creams, menswear to colas. His affable persona, boy-next-door looks gives him a wide range to choose from. Cost is a key driver for brands when choosing between endorsers, and his costs being lesser than superstar fees, makes him amenable to be the pick of brands, too.” Lately, we have seen endorsers who are more than a model but less than a nepotism-breed superstar like Vicky Kaushal and Ayushmann, get popular in the brandverse. With this, the definition of ‘superstar’ is also changing. Explaining what is driving this change in the industry, Srinivasan said, “Ayushmann is a bonafide superstar, by star value and films' success alone. As for the industry trend of more than a model, but less than a superstar, it could be mirroring the interest in tier-2 and tier-3 social media stars so that brands can tap into small user circles who are their followers. Similarly, given that mainstream, theater-led cinema was the only criteria to bill someone as a superstar at one point, there are now many other media platforms for someone to be called a budget-superstar or a different kind of superstar. Many actors have become big only by doing OTT shows, and many on TV alone. So there's a better range for that phrase 'superstar' now.”

Why Ayushmann Khurrana, the only Indian actor to feature on TIME’s 100 Most Influential People list, is also the blue-eyed boy for brands

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With millet kulhads, you can now drink your tea & eat the cup too

IANS

Ban on single-use plastic kicks in across India as the country recognises the choking impacts of plastic waste on the environment

Varnika Srivastava

Why Ayushmann Khurrana, the only Indian actor to feature on TIME’s 100 Most Influential People list, is also the blue-eyed boy for brands

Karuna Sharma

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