AI boom in India makes resilient cloud infra critical: MeitY secretary
Speaking at the event, TCS chief executive K Krithivasan stressed on the need to be 'very adaptive' in an uncertain world where 'we don't know how things are evolving'. TCS will work with governments, startups, enterprises and academia to address multiple opportunities such as modernising the industry, security and make the public services smarter and more inclusive, Krithivasan said.
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As India looks to apply emerging technologies like artificial intelligence, it is important to have a resilient ecosystem where critical data can be stored in the country, said Meity secretary S Krishnan.India generates millions of terabytes and megabytes of data, which is stored in multiple places, not just in India but across the world, Krishnan said.'Eventually, when we have to have a resilient ecosystem within the country, it's important that the most crucial data is stored in the country itself,' he said at Tata Consultancy Services ' Accelerating India conference in New Delhi.Speaking at the event, TCS chief executive K Krithivasan stressed on the need to be 'very adaptive' in an uncertain world where 'we don't know how things are evolving'.TCS will work with governments, startups, enterprises and academia to address multiple opportunities such as modernising the industry, security and make the public services smarter and more inclusive, Krithivasan said.Girish Ramachandran, president – growth markets at TCS, said many of the company's offerings which have been launched in India can be scaled up globally.TCS launched a sovereign cloud offering, SovereignSecure Cloud, which complies with India's Digital Personal Data Protection Act that may require critical data to be stored within the country in some cases if specified by the government. Referring to TCS' offering, Krishnan said this can be used to further build India's digital public goods infrastructure.Amid uncertainties, TCS is 'sharpening its focus' on emerging markets such as Brazil, Mexico, Saudi Arabia, the UAE and the Asia-Pacific, in addition to India which is already an important market, Ramachandran told ET. These markets are showing more resilience, although they may see short-term challenges due to the tariff wars, he said.Learnings from India can help TCS' efforts in these markets too, including the sovereign cloud initiative being rolled out first in India, he said.While some of the hardware of the sovereign cloud is not from India, 'when semiconductor picks up in the country, there is an opportunity for us to work with the Tejas (Networks) of the world, the Tata Electronics of the world and build something which is fully indigenous', he said.
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Time of India
13 hours ago
- Time of India
Brands on a runner's high
HighlightsThe Tata Mumbai Marathon and TCS World 10K Bengaluru have seen participation from 60,000 and 40,000 runners respectively, reflecting a significant post-COVID increase in the running community in India, which now stands at 2.6 million. The running event industry in India has experienced over 100% growth, with the number of running events rising from more than 700 in 2018 to over 1600 by 2024, driven by increasing participation from diverse age groups and demographics. Leading brands such as Tata Group, Adani Group, and Tata Consultancy Services are leveraging running events for brand building and consumer engagement, highlighting the growing economic footprint of these events, which contribute significantly to local economies. Braving the early morning odds - 60,000 runners in Mumbai and 40,000 runners in Bengaluru hit the streets to conquer Tata Mumbai Marathon 2025 and TCS World 10k Bengaluru 2025 earlier this year. Everyone including - elite, experienced, and new runners- dressed in their gear, ran to set new personal records, get fitter, become a long distance runner or to sample a new form of excitement with friends, colleagues or family. They all aimed to cross the finish line and earn the coveted medallion. Post Covid, running, as a sport, has come-of- age in India. As per reports, there is a 2.6 million strong running community pushing the demand for running events and growing on the back of new runners across different age-groups and cities. Be it the beaches of Goa, majestic valley of Kashmir, historic city of Kolkata, hills of Shimla, or spiritual streets of Ayodhya, each region has its own big running event that is slowly gaining national level popularity. As per data, in 2018 there were a total of 700+ timed and non-timed running events which grew to 1600+ by 2024, reflecting 100%+ growth in demand. Vivek B Singh, joint MD, Procam International attributes the growth of this trend to the Mumbai Marathon. 'It has caused a massive paradigm shift in India. While the country always had cricket, football, and hockey, it never had a major running event. The Mumbai Marathon pioneered a movement where people could be on the streets, cheered by others—ordinary professionals with families, who were used to applauding athletes in stadiums. It marked a huge transition from being a spectator who applauds to becoming the one being applauded upon crossing the finish line,' exclaimed Singh. Some of the leading running events include - Tata Mumbai Marathon, Vedanta Delhi Half Marathon, Apollo Tyres New Delhi Marathon, TCS World 10k Bengaluru, Wipro Bengaluru Marathon, Adani Ahmedabad Marathon, Tata Steel World 25K Kolkata, Tata Ultra Marathon , NMDC Hyderabad Marathon, Kaveri Trail Marathon, Ladakh Marathon, and others. Adani Group started its journey eight years ago with the Ahmedabad marathon and is now the biggest running event in Gujarat. Sanjay Adesara, chief business officer, Adani Sportsline said, 'We started with 8,000 participants, and today, we have nearly 20,000 runners, including 10,000–12,000 from Ahmedabad, 2,500 from other parts of India, and international participants from the USA, UAE, Germany, and various African truly sets the Ahmedabad marathon apart is its core cause, #Run4OurSoldiers.' Running events have multiple formats - ultra marathons, iron man, full marathon, half marathon, stadium run, hill run, monsoon run, desert run, charitable run and much more ranging from 3 km - 120 km+. Reasons to Run Running has exploded in popularity, especially post-Covid, driven by rising health consciousness and increasing participation from younger audiences. It's a simple, low-cost activity that requires minimal gear, making it ideal for those seeking a healthier lifestyle. More than just fitness, running has become a lifestyle choice, with people proudly sharing achievements on social media and creating authentic content. Once dominated by the over-35s, running now sees strong participation from women and youth across both metros and smaller towns. It's also being embraced by companies as a tool for employee engagement. Running has become far more inclusive, with unique events like the Pinkathon, India's largest women's run, leading the way. Today, for any running event to make a big impact, it needs both a strong on-ground presence and a compelling digital footprint. For forward-thinking organisers, this presents limitless possibilities. Pinkathon, for instance, aims to host events in 52 cities across the year, one every Sunday, an ambitious feat that has never been attempted before. An industry expert jokingly shared - during my initial years as a marathoner I knew everyone, at the race expo, but now, I can hardly recognise anyone - clearly reflecting the growth of the tribe. The digital boom and influencer-driven content have made training resources more accessible, encouraging newcomers to join in. Global events like the London, Chicago, and Sydney Marathons have added aspiration, with more Indians travelling to participate. Milind Soman, actor, model and fitness enthusiast shared that anyone can start running at any level of fitness. 'India has one of the fastest growing running communities in the world. Being easy for beginners as it's a natural movement, no particular environment or equipment required, together with a community that is inspiring, inclusive, encouraging and empowering, makes distance running a magnet for people aspiring for a healthier, fitter lifestyle. A lot of runners may have, prior to their running journey, tried gyms or other disciplines with little satisfaction. With the number of running events, running groups and coaching mushrooming across the country in the last few years, it is the easiest, most fun and high energy community to join,' added Soman. Supporting the runner The saying is sacrosanct in business- 'the increase in the number of eyeballs proportionally changes the participation and perceptions of advertisers.' And running events are no exception. Today, the leading running events witness participation from more than 25,000 people. From CXOs to students to families to young professionals to couples to investors - people are sampling it. Experts call it the new golf and it is fast emerging as a popular way to socialise after movies and shopping. Given this growth, B2C and B2B brands are warming up to the idea of leveraging these running IPs as a media vehicle for brand building, awareness and engagement. It allows them to identify new consumers, position themselves with unique values of health, fitness, community building, and philanthropy, and create engagement. Singh (Procam) mentioned, 'Every brand claims to be useful but when you sponsor a running event, when you align with fitness and health, and when you make a difference in a person's life, you earn goodwill,' added Singh. Some of the leading brand associations include - Tata Group (Mumbai Marathon), Adani Group (Ahmedabad Marathon), TCS (global portfolio of 14 running events), Vedanta (Delhi Half Marathon & Udaipur Half Marathon), Apollo Tyres (New Delhi Marathon and Chennai Half Marathon), AU Bank (Jaipur Marathon), Tata Steel (World 25k Kolkata), and SBI (multiple events). Apollo Tyres leverages running events to drive engagement with consumers. Remus D'cruz, head of marketing & partnerships, Apollo Tyres said, 'We don't suffer from awareness. We need to build engagement, and given the product category we're in, associations like this are helpful. Running, especially long distances, is synonymous with endurance. Our content talks about performance, endurance, speed aligning naturally with our brand values. Running attracts diverse audiences, kids, seniors, families, helping us to engage with all of them at once.' On the other hand, Jaipur Marathon has helped AU Small Finance Bank to position itself as a purpose-driven institution that goes beyond banking and unites the society. Uttam Tibrewal, ED and deputy CEO, AU Small Finance Bank said, 'Our long-standing association has played a pivotal role in strengthening our brand presence and community connect, both regionally and nationally. As the title sponsor for 10 years, we've leveraged it to champion values that reflect our brand ethos—resilience, inclusivity, health, and social impact.' On the B2B front, TCS has built a huge portfolio of running events across the globe in the last 15 years. Abhinav Kumar, global CMO, TCS said, 'We quickly realised that the level of engagement these events created with our clients was phenomenal. Once we committed to running, we made a strategic decision to shut down all other sports sponsorships and focus solely on deepening our brand association with this sport. Today, we partner with 14 running events worldwide, and the impact has been extraordinary. From a customer perspective, around 4,000 clients participate in these races every year along with TCS employees.' Brands sign up for multi-year association with these events as the recall takes longer time to build. It also showcases a brand's commitment and consistency to the fitness mission. Some of the long associations include - Tata Group and Mumbai marathon (8 years), Standard Chartered and Mumbai marathon (14 years), Vedanta and Delhi Half marathon (3 years), Airtel and Delhi Half marathon (12 years), and TCS and World 10K Bengaluru (15 years). Be it food, banks, fitness, gyms, sports nutrition, athleisure, cements, confectionery, two-wheeler, hotels, elderly care, cooking oil, government institutions, almost every product category is exploring association with running events. Some of these brand include - Fortune Cooking Oil, Ambuja Cements, Wagh Bakri Tea, Hyatt Regency, The Lalit, Hero Vida, Emoha, Fuse, IDFC Bank, Fortis, Trident, Nayara Energy, DMRC, Indian Army, Bisleri and others. The increased demand for running events has led to sharp increase in gate money, costs of title sponsorships, build up of retail channels, community engagement activities and marketing spends. As per the industry experts, the title sponsorship of Mumbai marathon (India's biggest running event) costs between Rs 14 crore to Rs 20 crore annually. It is the only running event in India to be broadcasted live on television. However, the title sponsorship cost for the next big running event is between - Rs 4 crore - Rs 8 crore annually. Mumbai Marathon claimed 45th spot with a brand strength index at 58.6 (it is a measure of brand perception and customer behavior) in the recently released Brand Finance report that analysed world top 50 marathons. Ramachandaran Venkatasubramanian, former COO, Havas Play mentioned that the running event business in India is estimated to be in between Rs 2,500 to Rs 3,000 crore which comprises 70% ticketing and 30% sponsorship. 'All the leading running IPs have got layers of sponsors—title sponsors, associate sponsors, partner sponsors—it's becoming a huge business. Earlier, there was a sense of 'why participate?' Now, it's more like, 'if my competitor is participating, I should too,' adds Venkatasubramanian. It is expected to grow at 15-20% CAGR. Organisations are constantly measuring the RoI on these spends while the metrics vary depending on the objectives and the nature of association. Hence, the RoI measurement is a case-by-case approach rather than a one-size-fits-all metric. TCS globally spends nearly $40 million annually on such sponsorships. Kumar said, 'It has helped us build relationships with our customers beyond the workplace. Many of our account teams who work with these clients have taken up running themselves. Clients and TCS employees not only run together in marathons but also train together on weekends, often wearing co-branded T-shirts and engaging in shared experiences. This connection is invaluable, especially in the B2B space, where relationships play a crucial role.' Kumar shared that over two lakh TCS employees are active runners, participating in 8K to 15K distances, and have showcased remarkable health transformations. They get access to these races, which has sparked a major fitness movement within the company thereby boosting workplace energy, productivity, and engagement. The entry cost for running properties is much lower than traditional media properties. D'cruz shared that the media spend on running is more efficient than cricket or soccer. Apollo Tyres witnessed a 72% spike in organic traffic on its website from the activations at the New Delhi Marathon 2025. 'We've optimized cost and deepened our engagement over the years. From on-ground activations to digital integrations, we have learned to extract more out of the same budget. For instance, moving from a toll-free number for tire health checkups to QR codes gave us more data with less manpower. These small shifts lead to big efficiencies,' added D'cruz. AU Small Finance Bank clocked a social media reach of 336.3 Million+ with Jaipur Marathon 2025 Performance running outpaces expectations The running category is a key focus area for fitness, athleisure and sports nutrition brands. They are closely working with the community, partnering with running events and engaging the runners in the process. Shreya Sachdev, associate director and head of marketing, Puma India mentioned that running in the performance category is one of Puma's biggest priorities. 'We recognise the intense competition in this space, which is why we invest heavily—not just because it contributes significantly to our revenue, but because we are bullish about its future growth," added Sachdev. Puma recently locked in a multi-year deal with NEB Sports to become the official sportswear partner for the Mumbai Half marathon and the Wipro Bengaluru marathon. It has also been associated with the Vedanta Delhi Half marathon and the Ladakh marathon in the past. Asics India operates in multiple product categories including - performance (running), sports style (sneakers), performance sports (Cricket, tennis, squash, hockey) and sports style (apparels and equipment). The performance category (running) drives almost 60% of the overall business followed by the sports style category. It follows a four pronged strategy for the running category - it is associated with the New Delhi marathon in the North, Tata Mumbai marathon in the West, TCS World 10k Bengaluru in the South and another one is yet to be announced. Saurabh Sharma, head of marketing, Asics India shared that TCS World 10K Bengaluru is strategically important for Asics India. 'It leverages this platform to engage with India's running community, reinforcing its commitment to fitness and well-being. This collaboration not only strengthens our connection with seasoned athletes and aspiring runners but also enhances the brand visibility across key markets,' shared Sharma. Alongside the fitness, the sports nutrition category is also picking up pace including electrolyte drinks, salt tablets, gels, carbohydrates and others. New runners are investing into nutrition products to perform better. Some of the key players here are Fast&Up, Energiva, Steadfast, Centrum, Supply6, and Gatorade. Vijayraghavan Venugopal, co-founder and CEO, Aeronutrix Sports mentioned that Fast&Up has been there from 2015 and is present across 9 out of 10 running events in India either as a sponsor, supplier or in a hybrid role. 'Since 2023, we have categorised events into A, B and C categories. Every weekend, our products are used in 7–8 running events and our running vertical ensures strong engagement throughout the year. From day one, our intention is to work with running cohorts, which over time has led to extensive groundwork with running groups, runners and events,' added Venugopal. He claims that Fast&Up introduced the energy gels in the India market. Both fitness and sports nutrition brands are investing in building running communities across different running hotspots of the country to drive year-long engagement with the runners. They continuously train the amateur and experienced runners for all formats at no-cost. These groups are like running schools where they organise weekly runs, share exercises, techniques and lessons on nutrition. Asics has running clubs in 10 cities, Adidas has clubs in Delhi, Mumbai and Bangalore and Puma constantly collaborates with run clubs across different cities. Sachdev said, 'Some clubs conduct runs every Saturday and Sunday, with starting and ending points at our store. We support them by providing t-shirts, allowing access to our store for product trials, and even bringing in F&B partners to ensure runners can refuel post-run. By working directly with these club leaders, we gain insights into their community's needs and co-create experiences that truly add value,' added Sachdev. Sharma also shared that Asics India informs its customers about the running clubs in their cities. 'Anybody who's coming to the store and buying Asics shoes, we share information with them about the Asics Running club and provide free access to them,' added Sharma. Most brands want to target consumers here as they get maximum attention from the runners and a window to convert them to loyal consumers. There is a huge underlying opportunity for the fitness brands in the new runner/amateur cohort. And community engagement is helping brands to build loyalty here which results in enabling conversions across online and offline stores. They are building scale with mass running events and credibility with tougher ones. Interestingly, experienced runners have more influence on amateurs - especially while choosing shoes, nutrition plan, and races - than the celebrities as they together clock miles on the ground every weekend. Off the chart engagement The brand engagement journey of a runner from signing up for a race to the finish line is extremely immersive. They engage with brands across offline and online mediums. A new runner usually discovers a running event via social post, HR email, or a referral from a friend or kin. Once signed up, the runner immediately takes to the social platforms to share the excitement of this new adventure with his/her network immediately turning into an advocate for the race and the title sponsor. The post leads to the new runner receiving information on race gear, electrolyte drinks, and coaching programs from brands and running influencers. As next steps, the new runner joins a run club to train better where he is introduced to the right techniques, apparel, shoes, gadgets, and nutrition products to enhance his performance. During his training (2-3 months) he consumes a lot of related content and constantly advocates the run club and a fitness brand across office and dinner discussions and shares updates on his improving performance on social media. During the expo, the new runner engages with all the advertisers in their experiential zones via multiple activities like push ups, cycling, tug-of-war and others. They share these moments along with their goody bag and t-shirt on their social media creating buzz about the race day. Brands are also innovating with their experiential zones. Apollo Tyres during the New Delhi marathon 2025 invited participants to get their tires checked. The Indian Army treated the runners with a musical performance from their pipe band and had set up an entire zone showcasing the key moments from Operation Vijay in Kargil in 1999. Puma launched its race day Rang De Dilli T-shirt in a large onground activity for VDHM. Once beyond the finish line, the new runners, across all ages, share their experience along with photos and video across branded booths on social platforms which sees engagement from their network for a long time, making it an authentic UGC for the brand. Last year Puma India collaborated with dating app Bumble to organise a 3 km community run in Bengaluru that also served as a singles mixer. The initiative offered Gen Z and Millennials who share similar values around lifestyle and fitness to connect beyond digital screens. Some of the interesting activities from brands on the race day - Asics used large billboards during the Tata Mumbai marathon 2025, Adidas creates their cheering zones across all large running IPs, Bisleri had set up a cooling point on the race track, Hero Vida launched its electric scooter with a huge experiential zone at the Vedanta Delhi Half marathon 2024. These brand activations tend to make a stronger impression in the minds of the runner. However, there is a huge scope for creative innovation in the expo and race day experiential zones. Economic footprint of running events Running events contribute to the economy of the state where it is organised. Apart from the sponsorship and ticket money, it also attracts tourists to the region who spend on accommodation, food, transport, entertainment, and retail. Cities with iconic landmarks, rich history, and vibrant cultural scenes offer a unique draw that goes beyond the race itself. Research suggests that a typical marathon event generates economic activity over a three-to-four day period. The recent Brand Finance report pointed out that a single edition of Mumbai marathon infuses almost $57 million to the state economy, followed by Wipro Bengaluru marathon that adds $8 million. It has also elevated the city's profile among the global running community. As per the report, the top 50 marathons of the world add $5.2 billion annually to the world economy with the Chicago Marathon's contribution topping the chart at $627 million. Globally, marquee marathon events have become prestigious platforms for brands to establish credibility and connect with consumers. In India, the growth of running culture is following a similar trajectory, with mass participation events becoming aspirational milestones and turning into household names.
News18
13 hours ago
- News18
What Is Form 26AS? The Tax Form That Can Save You From Notices
Last Updated: ITR Filing 2025: Form 26AS helps in avoiding tax notices by ensuring that TDS and TCS are correctly reflected in your tax returns. ITR Filing 2025: The income tax filing season 2025 has started, with the Excel Utilities for ITR-1 and ITR-4 already available for download on the e-filing portal. So far, a total of 1,23,075 ITRs have been filed. Those planning to file ITR need to carefully check their incomes to file their returns to avoid any future tax notices. One document can prevent costly mistakes — Form 26AS. Every year, thousands of taxpayers get IT notices due to mismatches in their reported income. In most cases, it could've been avoided by just checking this one document: Form 26AS. Here's how: What Is Form 26AS? Form 26AS is a consolidated tax statement issued by the income tax department that provides details of tax credits against your PAN. It contains details like TDS deducted by employers, banks, etc; advance tax paid; high-value transactions; and refunds issue. Why Form 26AS Is Important It helps taxpayers in many ways like ensuring that you don't under-report income, ensures refunds don't get delayed, and reduces chances of being picked for scrutiny. Aditya Bhattacharya, partner at King Stubb & Kasiva, Advocates and Attorneys, said, 'Form 26AS is a consolidated tax statement that provides details of tax credits against your PAN. It helps in avoiding tax notices by ensuring that the tax deducted at source (TDS) and tax collected at source (TCS) are correctly reflected in your tax returns." If there are discrepancies between Form 26AS and your tax return, it could lead to notices from the tax department. By reviewing Form 26AS, you can ensure all your tax credits are accounted for, thus preventing potential issues with tax authorities, he added. Common Mistakes To Avoid Form 26AS: What To Do If There's A Mismatch? AIS Vs Form 26AS: What's The Difference? In recent years, the income tax department introduced the Annual Information Statement (AIS) as a more comprehensive version of Form 26AS. While AIS covers a wider range of financial information, it doesn't replace Form 26AS entirely — both documents still coexist, and each serves its own purpose. What is AIS? The Annual Information Statement provides a detailed snapshot of your financial transactions as reported by various entities (like banks, mutual fund houses, registrars, etc.) to the income tax department. It includes TDS and TCS data, interest income from savings and FDs, mutual fund purchases and redemptions, share trading activity (scrip-wise), credit card bill payments, high-value purchases, and property transactions, among others. What Is Form 16, When Will You Get It? Form 16 is an income tax certificate issued by your employer. It shows a detailed summary of your salary paid, TDS (Tax Deducted at Source) deducted by the employer, and deposited with the Income Tax Department on your behalf. In simple terms, it is your proof of tax deducted and is used while filing your Income Tax Return (ITR). Employers must issue Form 16 by June 15 of the next financial year after deducting TDS. So, for FY 2024-25, your employer must provide Form 16 by June 15, 2025. About the Author Mohammad Haris Haris is Deputy News Editor (Business) at He writes on various issues related to markets, economy and companies. Having a decade of experience in financial journalism, Haris has been previously More Stay updated with all the latest business news, including market trends, stock updates, tax, IPO, banking finance, real estate, savings and investments. Get in-depth analysis, expert opinions, and real-time updates—only on News18. Also Download the News18 App to stay updated! Location : New Delhi, India, India First Published: June 04, 2025, 10:34 IST
NDTV
15 hours ago
- NDTV
"I Owe It To TCS": Ex-Employee Says Indian IT Giant "Gifted" Him His Life
A former Tata Consultancy Services (TCS) employee has publicly thanked the Indian IT services giant for "gifting" him a life-changing break, which shaped both his professional and personal life. Vinay Sriram, now a Sydney-based tech professional, called the company his "treasure." "Whatever little I have today in life I owe it to TCS," wrote Mr Sriram on X. He currently works for the Reserve Bank of Australia. Mr Sriram was responding to a dismissive comment by an X user who scoffed at the idea of TCS being a "dream company" for college students. This remark triggered strong reactions from multiple users who highlighted how TCS had uplifted countless families. Recalling his early days, Mr Sriram said, "The opportunity to travel to Sydney, a place I dearly call my home today, is something TCS gave me." It wasn't only about the job. Mr Sriram shared his father's emotional reaction when he was placed at TCS. "Though we were not a struggling family, it was one of those few moments where he hugged me and teared up at around 10 in the night when I returned home after my campus interview," he wrote. Mr Sriram reflected on the power of such placements, especially for first-generation graduates and students from underprivileged or rural backgrounds. He wrote, "If it meant that much to my dad, a central Govt servant with a decent salary, imagine what it would mean to 1st Gen graduates & their parents, students coming from towns & villages who had to face bigger battles like oppression to even get to a half-decent college." Whatever little I have today in life I owe it to TCS. The opportunity to travel to Sydney, a place I dearly call my home today, is something TCS gave me. I vividly remember my dad's reaction when I said I got placed in TCS. (Though we were not a struggling family)(1/3) — Vinay Sriram (@aussievargeesu) June 2, 2025 "Never ever look down upon anything. One man's trash is another man's treasure. TCS is my treasure that gifted me the life I am living today." He also revealed how his connection with TCS led to his love story. While waiting for his joining date at TCS, he helped a junior prepare for her TCS interview. Although she didn't clear it and eventually joined Renault, the two fell in love, got married, and are now raising two children together. His story has since gone viral. TCS is a top Indian multinational IT services and consulting firm, known for spearheading digital transformation across industries. Founded in 1968 and based in Mumbai, TCS is a flagship of the Tata Group. With over 6 lakh employees and operations in 55 countries, it is one of the world's largest IT service providers.
