YES SECURITIES is set to roll out the first round of WongaWits Season 2 – India’s Premier Finance and Stock Market Quiz starting from 13^th September. The flagship initiative has evolved into a nationwide movement to empower young Indians with essential investment skills. Designed for Gen Z, the quiz blends competition with learning, making the world of money and investing approachable, engaging, and fun for the next generation.

YES SECURITIES rolls out WongaWits Season 2 – a finance and stock market quiz inspiring youth across India to build smart money skills

A Nationwide Tour of Young Minds

WongaWits Season 2 embarks on a journey across 12 Indian cities, spotlighting diverse academic hubs and rising talent.

Confirmed September schedule:

• NALSAR University of Law, Hyderabad – 17th September 2025

• Miranda House, University of Delhi – 24th September 2025

• Gokhale Institute of Politics and Economics (GIPE), Pune – 30th September 2025

This is just the beginning, in October and November, the competition will expand its reach to 8 key cities across India, engaging thousands more students in their own campuses and communities.

Cities on the WongaWits map: Lucknow, Chennai, Raipur, Indore, Kolkata, Ranchi, Kochi, Ahmedabad.

The journey culminates on 19th December 2025, when the competition returns to Mumbai for the Grand Finale, where the nation’s brightest young minds will go head-to-head where winners will take home exciting prizes – a MacBook (1st place), an iPhone (2nd place) and an iPad (3rd place) along with the prestigious recognition.

The Journey Begins
Like Season 1, the nationwide movement kicks off at YES BANK House, Santacruz, where over 200+ teams (400+ students) will compete in the Mumbai opening leg.

With institutions such as:

• Indian Institute of Technology Bombay (IIT Bombay)

• S. P. Jain Institute of Management and Research (SPJIMR)

• Welingkar Institute of Management Development and Research (WeSchool)

• Jamnalal Bajaj Institute of Management Studies (JBIMS)

Alongside 50+ other prestigious colleges, the first round sets the pace for what promises to be an exciting journey across India’s leading academic hubs. Each city will add its own energy, making WongaWits Season 2 a true national celebration of financial knowledge.

The Quiz Format

The format combines rigor with excitement. Teams first face a written elimination round that tests fundamental concepts and awareness of financial trends. Successful teams advance to a high-energy buzzer round where speed, accuracy and presence of mind decide the winners. The mix ensures participants demonstrate not only textbook learning but also real-world application and teamwork-skills that mirror the challenges of modern investing.

To create a level playing field, all participants are provided with curated study materials via the dedicated WongaWits Learning Management System (LMS) an exclusive initiative by YES SECURITIES towards building financial literacy, the LMS website ensures that students from varied backgrounds can prepare on equal footing while also developing long-term awareness of financial markets.

More Than a Contest

What distinguishes WongaWits is that it is not just a competition but a youth-centric learning movement. YES SECURITIES has partnered with Smaaash – Game On as the official gaming partner for the season, blending the seriousness of finance with the spirit of play. By doing so, the platform makes financial literacy less intimidating and more relatable to students.

Why Youth, Why Now
Financial literacy is one of the most crucial life skills of the 21st century. Yet, a 2024 SEBI survey shows that only 27% of Indian adults meet global standards of financial literacy.

“Financial choices today ripple far beyond wallets – they shape policy, politics, and progress. India’s youth are not waiting for a seat at the table, they are redesigning seating and the table itself. YES SECURITIES believes financial literacy is the foundation of long-term wealth creation. Through WongaWits, our mission is to make Finance approachable, relevant, and engaging for the generations that will define India’s economic future,” said Anshul Arzare, CEO & MD, YES SECURITIES.

Looking Ahead

As WongaWits Season 2 unfolds across 12 cities, it promises to inspire thousands of students to see investing not as a daunting subject but as a tool for empowerment. With the Grand Finale bringing the best of India’s talent back to Mumbai, YES SECURITIES is cementing its role as a catalyst for financial literacy, turning a quiz into a movement for financially fearless youth.

About YES SECURITIES

YES SECURITIES, a subsidiary of YES BANK, commenced operations in 2013 with a vision to empower generations to invest wisely, securely and seamlessly. Over a decade, it has transformed into financial services powerhouse, offering a wide array of customized solutions for Retail, HNI/UHNIs, and Institutional clients.

For more information, log on to yesinvest.in.

This Diwali, Movado, the iconic Swiss watch brand with a 144-year legacy, introduces the BOLD Fusion Automatic as the ultimate expression of the Art of Gifting.

This season, the Swiss luxury watchmaker celebrates 144 years of craftsmanship by turning Diwali gifting into an art form

Movado has long been celebrated for its unique balance of art and innovation. With the BOLD Fusion Automatic, the brand extends this heritage into a modern masterpiece. Its black exhibition dial with a radiant yellow gold-tone centerzone, Swiss Super-LumiNova accents, and an exhibition case back offer both architectural beauty and a view into the precision of Swiss watchmaking.

Part of the BOLD Collection, the Fusion Automatic embodies the spirit of Diwali-illumination, depth, and enduring connection. More than a timepiece, it is a gift of legacy and elegance, crafted to transcend generations.

“Diwali is a celebration of light, new beginnings, and cherished moments,” said Margot Grinberg, President, Movado. “At Movado, we view gifting as an art form -a way to honor life’s milestones. The BOLD Fusion Automatic merges contemporary design with Swiss craftsmanship, making it the perfect gift for the season.”

Presented in Movado’s signature luxury packaging, the BOLD Fusion Automatic is designed to create unforgettable moments this festive season.

About Movado
Since 1881, Movado has always been in motion and always moving forward. Its commitment to modern design and innovation has made Movado one of the world’s premier watchmakers, with a proud 144-year heritage of Swiss craftsmanship, design and excellence. Expertly combining artistry, innovation and technology, Movado has earned over 100 patents and has timepieces on display in 20 museums worldwide.

The brand has been a long-time supporter of the performing arts and other worthy causes worldwide.

About Movado Group
Movado Group, Inc. designs, sources, and globally distributes and sells MOVADO, MVMT, OLIVIA BURTON, EBEL, CONCORD, CALVIN KLEIN, COACH, TOMMY HILFIGER, HUGO BOSS, and LACOSTE watches and, to a lesser extent jewelry and other accessories, and operates Movado Company Stores in the United States and Canada.

For more information, please visit to www.movado.in.

Freedom IP Capital, a leading investment and innovation firm in fintech, blockchain, and AI, today announced its continued growth and market leadership under the visionary guidance of its Chairman, Ali Kassab. With a leadership philosophy that combines innovation, resilience, and emotional intelligence, Kassab is driving the company toward becoming a global beacon for financial technology and digital transformation.

Ali Kassab, Chairman of Freedom IP Capital

“Empathy and vulnerability are the foundation of trust. When people feel heard, they’re empowered to innovate,” said Kassab. “At Freedom IP Capital, we believe trust, empathy, and transparency are not optional-they are essential.”

Building a High-Impact Culture of Excellence

Inside Freedom IP Capital, the organizational culture is as progressive as the technology it champions. Employees are empowered, recognized, and provided with tools to thrive. The company invests heavily in:

• Continuous upskilling and professional learning

• Employee recognition programs

• Access to world-class infrastructure and digital tools

“We reward initiative and ensure every voice is valued. That’s how we build a team capable of delivering on our mission,” Kassab emphasized. Even in times of disagreement, Freedom IP Capital fosters constructive dialogue and shared purpose, turning conflict into opportunities for growth.

Client-Focused, Future-Ready

The company’s success is tied to its client-centric innovation. From fintech solutions to blockchain and digital payments, Freedom IP Capital prioritizes listening to its clients before building solutions.

“Client feedback is our compass. The ability to adapt quickly is what delivers lasting impact,” Kassab noted. This relentless focus on value-driven service ensures that Freedom IP Capital continues to stay ahead in a rapidly changing global market.

Words of Wisdom for the Next Generation

Sharing advice for aspiring entrepreneurs navigating today’s opportunity-rich digital economy, Kassab said, “Stay committed to your vision. Be agile, not stubborn. Surround yourself with people who believe in your mission. Take risks-but make them informed. And above all, never stop learning.”

A Revolution in the Making

Ali Kassab is not just building a company-he is shaping a movement. Through visionary leadership, a fearless embrace of innovation, and an unwavering belief in human potential, Kassab is transforming Freedom IP Capital into a global leader at the intersection of fintech, blockchain, and AI.

“This is more than evolution. It’s a revolution in the making-and we are proud to be leading it from the front,” Kassab concluded.

About Freedom IP Capital

Freedom IP Capital is a Cyprus-based investment and innovation company specializing in fintech, blockchain, and AI solutions. With a strong focus on client-centric innovation, cutting-edge technology, and a people-first culture, Freedom IP Capital is driving the digital revolution and empowering businesses to thrive in the new economy.

Digital travel platform Agoda has revealed its list of top rural destinations in Asia, and Kerala’s scenic hill station Munnar has secured a coveted spot in the top eight. With its sprawling tea plantations, mist-clad hills, and tranquil environment, Munnar is drawing travelers seeking immersive experiences in nature away from the bustle of India’s major cities.

Digital travel platform Agoda has revealed its list of top rural destinations in Asia, and Kerala’s scenic hill station Munnar has secured a coveted spot in the top eight

Rural destinations, particularly those nestled in mountains and hillsides, are gaining popularity among travelers seeking to immerse themselves in local culture and natural beauty. These charming highland locales offer a slower pace of life, allowing visitors to unwind and connect with the environment, away from the hustle and bustle of crowded urban hubs.

Agoda’s data, which ranks destinations across eight markets in Asia with a population under 50,000 based on accommodation searches made on Agoda between 15 February to 15 August 2025, revealed that Malaysia’s Cameron Highlands took the crown for the most popular rural destination in Asia, followed by Khao Yai (Thailand) and Puncak (Indonesia) in the top three. In addition, Fujikawaguchiko (Japan), Kenting (Taiwan), Sapa (Vietnam), Munnar (India) and Pyeongchang-gun (South Korea) rounded out the top eight rural destinations in Asia.

From the expansive tea plantations of Munnar in Kerala, India to the lush landscapes of Cameron Highlands in Malaysia, these secluded spots provide a distinct flavor and promise a refreshing escape from city life.

Cameron Highlands (Malaysia)
Nestled in the heart of Malaysia, Cameron Highlands is renowned for its cool climate and stunning tea plantations. Travelers can explore lush green landscapes, visit vibrant flower gardens, and enjoy fresh produce from local farms. The highlands offer a peaceful retreat with opportunities for hiking and exploring charming villages.

Khao Yai (Thailand)
Khao Yai is a nature lovers paradise, home to Thailands oldest national park. Visitors can embark on wildlife safaris, explore waterfalls, and enjoy panoramic views from scenic viewpoints. The regions rich biodiversity and outdoor activities make it a must-visit for adventure seekers.

Puncak (Indonesia)
Located in West Java, Puncak is famous for its breathtaking mountain views and tea plantations. Travelers can enjoy a refreshing escape from the city, with opportunities for hiking, paragliding, and exploring local markets. The cool climate and natural beauty make Puncak a popular weekend getaway.

Fujikawaguchiko (Japan)
Situated near Mount Fuji, Fujikawaguchiko offers stunning views of Japans iconic peak. Visitors can relax in hot springs, explore traditional Japanese gardens, and enjoy seasonal festivals. The towns proximity to Mount Fuji makes it an ideal base for exploring the regions natural wonders.

Kenting (Taiwan)
Kenting is a coastal gem known for its pristine beaches and vibrant marine life. Travelers can enjoy water sports, explore coral reefs, and relax on sandy shores. The regions national park offers hiking trails and scenic viewpoints, making it a perfect destination for nature enthusiasts.

Sapa (Vietnam)
Sapa is a mountainous destination famous for its terraced rice fields and local villages. Visitors can trek through stunning landscapes, experience the unique culture, and enjoy breathtaking views of the Hong Lin Son mountain range. Sapas unrivaled charm and cultural richness make it a must-visit destination.

Munnar (India)
Munnar is a hill station in Kerala known for its tea plantations and misty mountains. Travelers can explore lush green hills, visit tea museums, and enjoy wildlife sanctuaries. The regions cool climate and natural beauty offer a tranquil escape from the hustle and bustle of city life.

Pyeongchang-gun (South Korea)
Pyeongchang-gun is a winter wonderland, famous for hosting the 2018 Winter Olympics. Visitors can enjoy skiing, snowboarding, and other winter sports. The regions beautiful landscapes and cultural attractions make it a year-round destination for travelers seeking adventure and relaxation.

Gaurav Malik, Country Director, Indian Subcontinent & Indian Ocean Islands, said, “Indian travelers are increasingly looking beyond big cities and turning to rural escapes that offer both natural beauty and cultural richness. Munnar, with its tea gardens, misty hills, and wildlife, emerged to be a favorite among those seeking a peaceful yet immersive getaway. At Agoda, we are making these journeys seamless with a wide range of stays, flights, and curated experiences that bring travelers closer to India’s most charming rural destinations.”

Agoda offers over 6 million holiday properties, more than 130,000 flight routes, and over 300,000 activities, all of which can be combined in the same booking. Discover the best deals on Agodas mobile app and start planning the next small-town adventure. Visit Agoda.com for more information.

About Agoda
Agoda, a digital travel platform, helps anyone see the world for less with its great value deals on a global network of over 6 million hotels and holiday properties worldwide, plus flights, activities, and more. Agoda.com and the Agoda mobile app are available in 39 languages and supported by 24/7 customer support.

Headquartered in Singapore, Agoda is part of Booking Holdings (Nasdaq: BKNG) and employs more than 7,000 staff in 27 markets, dedicated to leveraging best-in-class technology to make travel even easier.

The fifth edition of Gifts World Expo Bengaluru, organized by MEX Exhibitions Pvt. Ltd., kicked off at Tripura Vasini, Palace Grounds, drawing trade buyers from across the region as it commenced its three-day run (11-13 September 2025) across Hall A and Hall B. Spread across a dynamic show floor, the B2B extravaganza brings together 225+ exhibitors, 800+ brands and 8,000+ products, offering an expansive showcase tailored for corporate procurement teams, retailers, distributors, event planners, and hospitality businesses. The opening day set the tone for a successful edition with nearly 3450 visitors recorded, and the overall visitors count is expected to be 12,000+ over 3 days.

About The Organiser

MEX Exhibitions Pvt. Ltd. is an international exhibition company with a strong presence of over four decades in the advertising industry, over 28 years in publishing & 23 years in exhibitions. The company has produced more than 100 market-leading trade exhibitions for various segments in addition to publishing various magazines & advertising trade directories of repute. Successful exhibitions are conducted all over India, Dubai, Singapore, Canada and Thailand. For more details, visit our website at: www.mexexhibits.com

In today’s fast-paced world, where long workdays, crowded commutes, and endless screen time have become the norm, pain whether back ache, joint pain, migraine, or headache often strikes without warning, robbing people of the simple joys that matter most. For generations, Amrutanjan has been more than just a remedy; it has been a trusted companion, offering fast and caring pain relief that understands the everyday struggles of life.

A still from the Amrutanjan TVC campaign, capturing a moment where a woman is seen experiencing pain, highlighting the everyday struggles that the brand aims to ease

With its new campaign, “Har Dard Mitaye,” Amrutanjan extends this promise of relief to today’s youth. The campaign launches with two new TVCs that capture relatable, everyday moments when pain interrupts work be it everyday responsibilities of a household, office or even a simple commute. In each situation, Amrutanjan steps in with fast, natural relief, helping people bounce back to life’s moments without missing a beat.

At the heart of the campaign lies a simple truth – pain may be inevitable, but it does not have to hold you back. Whether it’s a home maker attending to everyday household chores, young professional powering through sleepless nights, a student battling digital fatigue, or a commuter worn out by traffic, Amrutanjan’s stories reflect the lives of millions reminding them that the brand cares, understands, and is always there.

The campaign also highlights Amrutanjan’s balm and roll-on formats, showcased in different contexts to represent the category entry points. The balm category in India has only 38% household penetration. By showing diverse, everyday pain situations and the multipurpose benefits of Amrutanjan, the brand aims to drive greater adoption and bring more households into the fold.

Another key focus is addressing the youth’s over-reliance on tablets for quick pain relief. Prolonged use of tablet can have side effects, and Amrutanjan is positioning its roll-on format as a safer, more convenient alternative. With its instant cooling effect and fast action within 2 minutes, the roll-on promises quick, effective, and hassle-free relief.

Once again, Amrutanjan reaffirms its enduring promise “Har Dard Mitaye” delivering not just relief, but empathy, affordability, and effectiveness. Because it’s not just about curing pain; it is about enabling people to live their everyday moments, big and small, fully and joyfully.

Speaking on the launch of the campaign, Mr. S. Sambhu Prasad, Chairman & Managing Director, Amrutanjan Healthcare Limited, said, “At Amrutanjan, we have always believed that pain is not just a physical discomfort, it is an interruption to living life to the fullest. Our mission has been simple yet profound: to provide safe, natural, and effective pain relief that allows people to carry on with confidence. For generations, families across India have trusted us in their times of need, and that trust is both our proud legacy and our greatest responsibility. With this new campaign, we address the realities of modern life while reaffirming our timeless promise-Har Dard Miteyen. More than a tagline, it reflects our commitment to stand by people through every discomfort, every generation, and every change. As we look ahead, we will continue blending the wisdom of our heritage with innovation, ensuring that relief, care, and trust remain within everyone’s reach.”

Adding to this, Mr. Mani Bhagavatheeswaran, Chief Marketing Officer, Amrutanjan Healthcare Limited, said, “This campaign is about making Amrutanjan relevant to a new generation while staying true to our heritage. These stories reflect very real pain triggers of today’s lifestyles. But more importantly, they reflect the relief and reassurance that Amrutanjan brings. Our task is always to help people live a pain free life with confidence, reflecting Amrutanjan’s commitment to supporting a pain-free, active life.“

Adds Navneet Virk, Sr VP and Creative Director at RK Swamy,
‘Brand Amrutanjan’s most valuable asset is its legacy of purity. And today, consumers are going back to what’s authentic, what’s natural. Amrutanjan’s naturalness has a timeless relevance and by mirroring their everyday lives in this campaign, we want to enhance our connection with today’s generation.‘

With the campaign, Amrutanjan is not only reinforcing its position as one of the leading brands in pain management, but also driving household penetration by re-establishing the balm as a multipurpose solution effective for both head and body pain.

YouTube links:
Link 1: youtu.be/7pPK0X1bIVM
Link 2: youtu.be/cKeDuPZLBso

About Amrutanjan Healthcare
Amrutanjan Healthcare Limited, a company with a rich legacy, is best known for its iconic 132-year-old brand, Amrutanjan Pain Balms. A purpose-driven and innovative company, Amrutanjan Healthcare offers a versatile product portfolio. Its flagship brand, Amrutanjan, is a pain management expert that provides high-quality solutions by combining science and naturalness. The Economic Times felicitated Amrutanjan Healthcare as one of the Best Healthcare Brands at the 7th edition of ET Now Best Healthcare Brands, for the second consecutive year. Apart from pain management products, Amrutanjan Healthcare offers products in other categories including women’s hygiene brand Comfy Snug Fit, beverage brands Amrutanjan Electro+ and Fruitnik, derma care with Stop Itch Anti-Fungal powder spray and in cold and congestion category through the Amrutanjan Relief range. As a company that is employee-centric, it endeavours to provide a culture that accepts new ideas, embraces change, and encourages innovation. The company’s commitment to supporting inclusive growth is uncompromising, which is proven through the social services it has undertaken for generations. The company is actively engaged in the fields of education for the underprivileged sector, preventive health, environment protection, animal welfare, and women empowerment.

For more information visit: www.worldofamrutanjan.com

India’s defence manufacturing sector is undergoing a pivotal transformation, and at the heart of this shift lies a capability that often goes unnoticed but is mission-critical – artillery shell manufacturing. These components, though rarely in the spotlight, form the very foundation of India’s ammunition strength. Their production is a matter of national security, industrial progress, and strategic autonomy.

Nitin Mehra, President, Precision Engineering Technologies

In FY 2023-24, India’s defence production soared to approximately Rs. 1.27 lakh crore, showing the highest-ever rise in output, with PSUs contributing nearly 79% and the private sector about 21% Wikipedia. Further, in FY 2024-25, annual defence output jumped even higher to Rs. 1,50,590 crore, marking a new record The Times of India.

Forging Strength: Why Artillery Shells Matter

Artillery remains the backbone of conventional warfare. According to AP News, Ukraine fires around 4,000-7,000 artillery shells daily, while Russia fires over 20,000AP News. Bomb shells are not merely metal casings – they must withstand intense pressures during handling, firing, and detonation. A single flaw can compromise safety and effectiveness, making forging – whether cold, hot, or isothermal – indispensable for ensuring internal structural integrity. This process ensures the resulting shells offer maximum strength, fatigue resistance, and dimensional accuracy.

India’s Modernization Journey in Shell Production

Despite the high stakes, India’s artillery shell output remains comparatively modest – though exact production numbers are not publicly detailed, the escalation in defence output and renewed policy focus suggests a significant push is underway.

Traditionally, shell manufacturing in India relied on manual forging, semi automation, and labor-intensive machining. Now, a shift is underway – embracing hydraulic forging presses, hot/die-forging systems, CNC machining, robotic handling, and digital inspection. This transition is steering the sector toward precision, consistency, and the global quality benchmarks needed for modern warfare.

Global Comparisons & Strategic Gaps

Globally, shell production is being ramped up significantly:

• In March 2023, the EU committed €2 billion (about $2.2 billion) to procure 1 million 155mm shells for Ukraine within a yearDefense One.

• NATO also signed a $1.2 billion contract for 220,000 rounds of 155mm shells, acknowledging urgent needs, given Ukraine’s and Russia’s massive daily artillery usage AP News.

• Examples of accelerating production: Europe’s artillery shell output is projected to hit 2 million rounds by end of 2025YahooIr-Ia.

• Rheinmetall, backed by EU funding (€130 million), aims to scale up to 1.1 million shells annually by 2027The Wall Street Journal.

By comparison, India must upscale production capabilities swiftly to meet both national demand and emerging export opportunities.

Policy Support & Export Potential

India’s burgeoning defence output indicates growing capacity and confidence. According to Reuters, India produced $14.8 billion worth of arms in FY 2023-24, a 62% increase since 2020. Indian-made 155mm artillery shells have even appeared on the frontlines in Ukraine Reuters – highlighting both cost-effectiveness and export competitiveness (priced at just $300-400 per shell) Defence Blog.

These developments reflect India’s potential to tap into global demand. With rising international orders and India’s cost advantage, expanding production could position the country as a reliable global supplier.

Technology & Sustainability: The Next Frontier

Manufacturing innovation now goes beyond precision – it includes sustainability. European firms, for example, are investing in automation to boost output while cutting energy and waste. India should mirror this by incorporating energy-efficient presses, optimized die processes, AI-based defect detection, digital twins, and real-time analytics.

Building Human Capital

Behind every machine is a skilled workforce. India has launched Make in India and Liberalization initiatives – by October 2022, the MoD had issued over 6,000 industrial licences, with ~20% for guns and cartridges KPMG. Coupled with schemes like PMKVY and institutional alliances (e.g., via AICTE), these efforts are building technical expertise in forging, CNC, and digital manufacturing.

A Strategic Asset for the Future

To ensure artillery shell production becomes both a strategic asset and economic opportunity, India must:

1. Develop a forging capacity that can meet both domestic defense needs and export demand.

2. Embrace Industry 4.0 technologies to move toward precision, sustainability, and zero-defect output.

3. Invest in public-private collaboration and production clusters to accelerate scaling.

4. Expand human capital through focused training and skill development.

Conclusion

Artillery shells are often invisible in the broader narrative of defence capability – yet they are essential. Forging them with precision, reliability, and sustainability through modern technologies and skilled manpower is India’s path toward strategic autonomy.

With defence output already setting records – and cost-competitive artillery shells reaching global theatres – India has both the mandate and momentum. The shells we forge today are not merely engineering products – they are symbols of India’s resilience, strength, and self-reliance.

Sources

• Indian defence output: Rs. 1.27 lakh crore (FY 2023-24) Wikipedia; Rs. 1.50 lakh crore (FY 2024-25) The Times of India

• Ukraine & Russia rate of shell use (AP News) AP News

• EU shell funding initiatives €2 bn → 1 million shells Defense One

• EU production target: 2 million shells in 2025 YahooIr-Ia

• Rheinmetall EU funds (€130 M) and 1.1 million shells by 2027 The Wall Street Journal

• India arms output $14.8 bn FY 2023-24, shell cost $300-400 ReutersDefence Blog

• MoD licences for defence manufacturing (guns & cartridges ~20%) KPMG​

Authored by Nitin Mehra, President – Precision Engineering Technologies.

In a small village in Uttar Pradesh, I once sat beside a weaver named Shanti. Her fingers moved with a rhythm so natural it felt like music – tying knots on a loom that had been in her family for generations. The rug she was working on, filled with tribal motifs, was not just meant to warm a floor in Dubai. It was meant to carry a piece of her story, her culture, her soul across borders.

Mr. Deepak Khanna Founder of Man-Made Rugs

That moment stayed etched in my memory. It made me realize that India’s handmade carpets are so much more than a business – they are living traditions. Every design is history preserved; every thread is memory made visible.

And yet, this living tradition is under strain. The 50% tariff imposed by the United States on Indian handmade carpets strikes more than just the economics of an industry – it strikes at the heart of generations of artistry. Tariffs are not just numbers on paper. They decide whether a weaver’s child goes to school, whether small businesses can stand a fair chance in global markets, whether artisans can sustain their craft with dignity, and whether centuries of heritage still find their place in homes around the world.

Handmade carpets are not factory goods. They sustain nearly 2 million artisans in India, anchored in rural prosperity, gender equality, and centuries of culture. To tax them as mere commodities is to undervalue their true contribution, not only to livelihoods and fair competition in global markets but also to the preservation of an art form that binds communities and stories together.

Making Indian Carpets a Global Symbol of Elegance

An Indian handmade carpet is not made; it is born. From the looms of Kashmir to the villages of Uttar Pradesh and Rajasthan, these rugs carry the imprint of human patience and artistry.

The world must not only recognize Indian carpets as heritage products but embrace them as aspirational luxury goods on par with Italian leather or Persian rugs. This requires branding, storytelling, and positioning that elevate our identity from “craft” to cultural emblem.

We already know what is possible. When artisans from Kerala wove the carpet for the Met Gala, the world walked on their artistry. Why should moments like that be rare With e-commerce and social media, a rug woven in Mirzapur can reach a hotel in Paris or a home in Tokyo with just a few clicks. Every “Made in India” carpet should carry not just a label, but a living story.

Inspiring the Next Generation of Weavers

Here is the hard truth: many young people from weaving families do not want to continue this craft. Why would they, when city jobs seem more secure

But change is possible. Priya, a 20-year-old from Mirzapur, once doubted weaving’s future – until she saw her designs sold online in France and Germany. Suddenly, weaving looked less like her parents’ struggle and more like her opportunity.

To keep this hope alive, we need structured educational platforms – teaching not only traditional techniques but also global design trends, sustainability, and digital branding. This industry can offer careers of pride, not compromise. But punitive tariffs cast a shadow, shrinking orders and discouraging youth just as they are stepping forward.

Reaching New Markets Through Young Entrepreneurs

For decades, the U.S. and Europe defined our exports. But the future lies in diversification. Latin America, Africa, and Southeast Asia are asking for our craft in new forms – eco-friendly jute rugs in Malaysia, bold kilims in Brazil, cultural weaves in the UAE.

Technology gives us new leverage. With AI we can personalize designs. With blockchain we can trace every rug back to its artisan. With better logistics we can compete on delivery. Tariffs may slow us down, but they will not define us. If one door closes, we must open three others.

A Tapestry of Tomorrow

India’s handmade carpet industry is not just an export sector. It is a rural economy, a cultural legacy, and a heartbeat of human creativity.

When I step into the workshops of Bhadohi or Jaipur, I hear the quiet rhythm of looms. I watch as simple threads pass through hands and become breathtaking patterns. And in that moment, I know we are not weaving rugs at all. We are weaving legacy.

The world should not tax legacy. The story of Indian handmade carpets is too rich to be bound by borders or barriers. Each thread carries the weight of centuries, and together they form a tapestry not just of India’s past but of the world’s living heritage. With resilience, education, and vision, we will ensure it continues to be woven into the homes – and hearts – of the world.

Deepak Khanna
COA, Carpet Export Promotion Council (CEPC)
Man Made Rugs