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AB INBEV INDIA’S SMARTBARLEY PROGRAM EMPOWERS 2,000+ FARMERS AND PROCURES 14,000+ TONS OF BARLEY IN 2025

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AB INBEV INDIA’S SMARTBARLEY PROGRAM EMPOWERS 2,000+ FARMERS AND PROCURES 14,000+ TONS OF BARLEY IN 2025

~Celebrates the 5th edition of Barley Growers Day in Farrukhnagar, Haryana~

  • The SmartBarley program has achieved 100% performance across farmer skill development, digital connectivity, and financial empowerment metrics for three consecutive years
  • This initiative expanded from 1,000 farmers in 2016 to over 2,000 farmers in 2025, demonstrating the successful scaling of sustainable agriculture practices
  • Empowers farmers with new age technology, sustainable farming practices and more business opportunities
  • Procures 14,000+ tons of domestic barley in 2025, strengthening India’s position in malt-quality barley production

Farrukhnagar, February 19th, 2025 – AB InBev India, the leading beer and beverage company, marked the 5th Annual Barley Growers Day, reaffirming its commitment to fostering a resilient and prosperous farming community through its pioneering SmartBarley Program. With over 2,000 farmers engaged, the initiative has significantly enhanced barley cultivation across Haryana, Rajasthan and Uttar Pradesh—regions that collectively contribute more than 50% of India’s barley production. The event underscored AB InBev’s unwavering commitment to building thriving communities and resilient agricultural supply chains by empowering farmers with skills, connectivity, and financial stability.

The event showcased a comprehensive displays of crop management trials and innovative agricultural technologies, and success stories from more than 350 progressive farmers. Since its inaugural edition in Sirsa in 2016, which focused on upskilling and digital connectivity for 1,000 farmers, the program has evolved into a comprehensive agricultural transformation initiative.

A cornerstone of AB InBev’s global Smart Agriculture initiative, the SmartBarley program has been instrumental in driving sustainable practices and improving livelihoods in key barley-growing regions since 2009. The initiative has achieved remarkable success, delivering consistent yield improvements of 5-15% and maintaining an unprecedented 99% compliance rate with industry quality standards, demonstrating the power of combining traditional farming wisdom with modern agricultural innovation.

“The beer industry stands as a powerful catalyst for economic growth in India, uniquely positioned at the intersection of agriculture, manufacturing, and hospitality,” said Kartikeya Sharma, President, AB InBev India. “Our sector’s strength lies in its inherently local and natural character, creating value from farm to glass. The impact extends far beyond direct employment – from empowering thousands of farmers through sustainable agriculture to energising an extensive network of suppliers, retailers, and hospitality partners. Through our SmartBarley Program, we’re leveraging this multiplier effect at scale, transforming barley cultivation into a cornerstone of rural prosperity while building a more sustainable and resilient agricultural future for India.”

The SmartBarley Program has emerged as a transformative force in India’s agricultural landscape, introducing innovative solutions to modernize barley cultivation. At its core, the initiative takes a multi-faceted approach to agricultural advancement, combining cutting-edge research in crop development with hands-on farmer education. Through its ecosystem of experts, technological tools and financial resources, the initiative has created a sustainable framework that positions farmers at the forefront of modern, efficient barley cultivation while promoting environmental stewardship.

Building on this vision, Abhinav Bodas, Director – Procurement & Sustainability, AB InBev India, emphasised the program’s innovative approach, “The success of our SmartBarley Program lies in its holistic integration of technology, sustainability, and community empowerment. By achieving 100% performance across all metrics for three consecutive years, we’ve proven that when farmers are equipped with the right tools, knowledge, and support, they become catalysts for transformative change. We are on our journey to creating a sustainable ecosystem where agricultural innovation drives both environmental stewardship and economic prosperity.”

Furthering its commitment to farmer welfare, AB InBev India is launching a groundbreaking vision care initiative for the barley farming community in Farrukhnagar, Haryana. This program addresses a critical yet often overlooked aspect of agricultural productivity – farmer vision health. Research has shown that clear vision can boost individual productivity by up to 32%, making it a crucial factor in agricultural efficiency. The comprehensive initiative will provide vision screenings to 400 barley farmers, along with the distribution of eyeglasses and specialized care referrals where needed. Beyond individual farmers, this program promises to create a ripple effect of positive change, as improved vision enables farmers to better support their families, contributing to both household well-being and community prosperity.

Looking ahead, AB InBev India plans to expand the program’s reach while maintaining its focus on sustainable practices and farmer empowerment. This expansion comes at a crucial time, as India’s barley sector shows strong potential for growth, with domestic demand expected to increase by 15% compared to 2015 levels. 

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From Social Stigma to Olympic Glory: Dreamers Chronicles Sakshi Malik’s Fight to Redefine Wrestling for Girls

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Dreamers-The Storytelling Series, helmed by celebrated storyteller Sudhanshu Rai, returns with a powerful third episode that chronicles the extraordinary journey of India’s wrestling icon, Sakshi Malik, a story of belief, defiance, setbacks, and historic triumph.

https://youtube.com/watch?v=LewXq-HEGMA%3Fsi%3D_GqGcsdG6j4iD73O

In this deeply moving episode, Sudhanshu Rai brings to life Sakshi Malik’s early childhood, highlighting how her grandparents were the first to recognize her exceptional talent. Long before medals and podiums, it was their unwavering faith that nurtured a fearless young girl who dared to step onto the wrestling mat, often against boys, and stunned onlookers with her strength and skill at a time when many believed wrestling was “not a sport for women.”

The episode vividly captures the social barriers Sakshi confronted as she challenged entrenched stereotypes and proved, bout after bout, that wrestling belonged to women as much as men. Her journey didn’t just redefine perceptions, it paved the way for countless young girls who dreamed of a career in wrestling but hesitated under the weight of societal expectations. Sakshi Malik became a symbol of possibility, courage, and change.

The narrative then turns to her historic achievement as the first Indian woman wrestler to win an Olympic medal, a moment that reshaped Indian sports history and inspired a generation. Yet, Dreamers does not shy away from the harder chapters. Rai sensitively explores Sakshi’s period of struggle, when losses, even to her juniors, tested her resolve and threatened to dim her fighting spirit.

What follows is a stirring account of resilience and comeback. Rising from adversity, Sakshi Malik reclaimed her place at the top with a gold medal victory at the Commonwealth Games 2022, reaffirming her legacy not just as a champion, but as a relentless fighter who refused to give up.

Speaking about the episode, Sudhanshu Rai said, “Sakshi Malik’s story is not just about medals, it’s about mindset. It’s about family belief, social change, failure, and the courage to rise again. Dreamers exists to tell such stories that remind us why dreams matter.”

The new episode of Dreamers: The Storytelling Series stands as a tribute to every young girl who dares to dream beyond limitations, and to a champion who showed them the way.

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Oorjaa Introduces the Goldenrod Floor Lamp — A Luminous Ode to Nature

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Oorjaa Introduces the Goldenrod Floor Lamp

Oorjaa, celebrated for its commitment to conscious design and sustainable artistry, unveils its latest sculptural lighting piece — the Goldenrod Floor Lamp. True to the brand’s ethos of fusing craftsmanship, materiality, and emotion, this piece illuminates spaces with a soft, organic glow that captures the essence of mindful living.

Inspired by the delicate form of the goldenrod gall seed pod, the Goldenrod Floor Lamp extends gracefully from floor to ceiling, embodying fluidity and natural rhythm. Each curve of its form evokes the quiet elegance of nature’s patterns, while the warm amber light it radiates creates an enveloping sense of calm — perfect for winter evenings. Crafted entirely from crushed banana plant fibre paper, its texture mirrors the raw beauty of the natural world. Resting on a reclaimed wooden base, the lamp celebrates imperfections — the creases, veins, and grain — that tell a story of origin and earth. The sculptural silhouette, glowing from within, becomes both an art form and a source of gentle warmth, inviting a connection between nature and the human spirit.

The Goldenrod Floor Lamp transcends the idea of conventional lighting. Its grounding presence and poetic design make it an ideal addition to both residential and hospitality spaces. In homes, it finds harmony in living rooms, reading corners, or bedrooms, infusing each space with meditative warmth. Within boutique hotels, wellness retreats, or art-centric lobbies, it transforms atmospheres into sanctuaries of light and texture. Wherever it stands, the lamp adds a touch of organic sophistication — a sculptural statement that softly commands attention while nurturing stillness and reflection.

With the Goldenrod Floor Lamp, Oorjaa once again redefines illumination — not merely as light, but as a living expression of nature, craft, and quiet luxury.

About Oorjaa

Oorjaa is a Bangalore-based lighting design studio that reimagines the role of light through the lens of sustainability, craftsmanship, and material innovation. Oorjaa as a brand, emerged from a papermaking and lighting design studio that Jenny Pinto started in 1998. Today, the studio has grown into a collective of over 60 artisans and designers who explore the artistic and architectural possibilities of materials like banana fiber, lokta paper, upcycled cork, quarry dust, water hyacinth, and lantana—an invasive species reimagined as a creative resource.

Every Oorjaa creation tells a story of conscious design. Whether it’s a sculptural lamp for a private residence or a large-scale installation for public spaces like Bengaluru International Airport’s Terminal 2, the brand’s work blends tactile beauty with technical ingenuity. At its core, Oorjaa is about crafting with care for the future, giving form to light while honoring the cycles of the earth.

Availability:

Bangalore

128, 1st Main Rd, Paramahansa Yogananda Rd, Stage 2, Bengaluru, Karnataka 560008 (our flagship store)

25, Lavelle Road, Shanthala Nagar, Ashok Nagar, Bengaluru, Karnataka 560001

Hyderabad
885, Rd No. 45, Masthan Nagar, CBI Colony, Jubilee Hills, Hyderabad, Telangana 500033

Chennai
Amethyst, 28, Whites Rd, Royapettah, Chennai, Tamil Nadu 600014

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Cultural Festival & Face of Runway 2025 – A Grand Celebration of Talent and Tradition

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A Grand Celebration of Talent and Tradition

The Cultural Festival & Face of Runway (CFFR) was successfully held on 18th October 2025 at the Lajpat Bhawan Auditorium, marking yet another vibrant celebration of art, culture, and fashion.

 Chief Guest Munish Tamang, VIP Guests Amit R. Agarwal, Junaid Husain Khan, and Mohan Karki, Celebrity Guest Dr. Sunil Parashar, and Special Guest Rajni Subba.

The event was graced by distinguished personalities, including Chief Guest Munish Tamang, VIP Guests Amit R. Agarwal, Junaid Husain Khan, and Mohan Karki, Celebrity Guest Dr. Sunil Parashar, and Special Guest Rajni Subba.

Organized by Jitika Devi, the festival beautifully combined cultural performances with a glamorous runway show, showcasing diverse talent from across the region.

Cultural Festival & Face of Runway 2025 – A Grand Celebration of Talent and Tradition

Speaking about the event, Jitika Devi shared,

“I wanted to give a perfect Deepavali gift to various talents — so that, like traditional Deepavali lamps, they glitter and illuminate the world of arts and culture. To this effect, I launched this Cultural Festival and Face of Runway, which is now celebrating its 2nd edition.”

Jitika, who launched her clothing brand Jitikd in 2022, announced that from 2025 onwards, she plans to organize CFFR every year. This year’s edition, themed around Dashain Tihar, holds special significance as it promotes rich cultural heritage while offering a perfect platform for aspiring young artists and models to shine.

Audience at Cultural Festival & Face of Runway 2025 – A Grand Celebration of Talent and Tradition

Adding to the glamour of the evening, Glamour Mantra partnered as the official media partner, capturing the essence of the event and amplifying its reach to a wider audience.

The Cultural Festival & Face of Runway 2025 truly lived up to its promise — blending culture, creativity, and celebration under one roof.

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