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Economic Times
a day ago
- Business
- Economic Times
The future of Indian retail is AI and omnichannel: A preview from ET Soonicorns Summit 2025
ET Special You're browsing for a new pair of spectacles. The website instantly filters styles based on your face shape, recent screen time habits, and even suggests blue-light blocking lenses for your late-night scrolling. Before you click 'add to cart,' it shows you how each frame would look on your face, using your past selfies and purchase history. It's a working day. A nudge on your phone offers a personalised bundle—your favourite brand of sneakers, now paired with curated accessories based on your last purchase. At checkout, there's no queue. You're recognised, and your payment goes through seamlessly. The above scenarios are not pages from sci-fi. They are glimpses of predictive and precision retail. All thanks to artificial intelligence or AI. Welcome to the good, the bad, and the ugly of the Indian retail landscape, caught in the throes of a seismic shift. The era of one-size-fits-all storefronts and generic marketing is rapidly fading, replaced by a new paradigm where the customer experience is not just king, but the entire kingdom. Traditional storefronts and generic campaigns are giving way to hyper-personalised, data-driven experiences powered by AI in retail. Today, building a loyal customer base means delivering not just transactions but tailored, predictive, and omnichannel shopping experiences that resonate deeply across digital and physical touchpoints. This is the new retail battleground, and AI is the weapon of choice. This critical transformation will be the focal point at the ET Soonicorns Summit 2025, scheduled for August 22 in Bengaluru. A pivotal session, 'AI-Driven Personalisation and Omnichannel Commerce: The Next Retail Battleground,' featured under the track 'From Pilot to Product-Market Fit', will convene some of the most influential minds from India's retail and technology sectors to dissect this revolution. The conversation will explore how startups and incumbents alike are leveraging AI to craft bespoke customer journeys, implement dynamic pricing, and orchestrate seamless omnichannel strategies to elevate the retail experience. The panel features a powerhouse trio, each at the helm of this change within their respective domains: Venu Nair, Chief of Strategic Planning and Omnichannel, Myntra Ankit Gupta, VP, Head of Product & Tech, Reliance Retail Rahul Kothari, COO, Razorpay The hyper-personalisation imperativeThe modern consumer is inundated with choices, and their attention is the new currency. To capture it, retailers must do more than just sell a product; they must sell an experience. This is where hyper-personalisation—the use of real-time data and AI to deliver highly tailored interactions—becomes essential. Deloitte's June 2024 report, titled Personalising Growth: It's a Value Exchange Between Brands and Customers, reveals that brands excelling at personalisation are 48% more likely to exceed revenue goals and 71% more likely to improve customer loyalty. However, the research also finds a significant gap between brand intent and customer perception: while brands believe 61% of touchpoints are personalised, only 43% are recognised as such by consumers, which makes the ET Soonicorn Summit panel on AI and personalisation all the more timely. In fact, the Indian market reflects this global trend with a unique intensity. The AI in the Indian retail market is projected to skyrocket from USD 216.26 million in 2023 to nearly USD 2.97 billion by 2032, per data released by Credence Research. This is propelled by the insatiable demand for personalised shopping. A recent study from Zebra Technologies' 17th Annual Global Shopper Study found that 77% of Indian shoppers now prefer retailers that provide tailored recommendations powered by AI. This is not a future-state desire; it is a present-day demand. However, personalisation is only one half of the equation. The other is creating a cohesive experience across every touchpoint, a strategy known as omnichannel commerce. As the lines between online and offline blur, customers expect to transition seamlessly between a brand's app, website, and physical store. Recent data indicates that omnichannel retail in India has been growing approximately 50% faster than single-channel retail formats, while 73% of customers use multiple channels—such as online, in‑store, and mobile—before making a purchase decision. These findings reflect evolving consumer behaviour, highlighting the importance of integrated retail strategies in India's market. Hence, this fusion of AI-driven personalisation and omnichannel execution is the definitive challenge for Indian retail. The stakes are monumental. The Indian retail market is expected to reach US$1.4 trillion by 2024, according to a report by NASSCOM. Brands that successfully harness AI to deliver a unified, intelligent, and personal customer journey will capture a disproportionate share of this growth. Those who fail will be left behind. Retail and tech heavyweights bring battle-tested expertise The speakers for this session bring a wealth of in-the-trenches experience, representing the convergence of fashion e-commerce, large-scale physical and digital retail, and the financial technology that underpins it Nair helms strategic planning and omnichannel initiatives at Myntra, a company synonymous with fashion e-commerce in India. With a vast catalogue of over 2.3 million styles, Myntra has made AI a core part of its strategy to solve the challenge of product discovery. The company employs sophisticated AI tools such as MyFashionGPT and My Stylist to offer personalised style recommendations, allowing users to have a more meaningful, discovery-led shopping experience. Myntra's generative AI assistant, built on Microsoft Azure OpenAI Service, helps users shop with open-ended natural language queries, such as 'what to wear for a festival,' leading to a threefold increase in the likelihood of purchase for those who use it. Nair, a retail veteran with over three decades of experience at giants such as Shoppers Stop, Westside, and Marks & Spencer, is tasked with managing and expanding this omnichannel strategy, making his insights into blending digital innovation with physical retail Gupta, as the VP and Head of Product & Tech at Reliance Retail, operates at an unparalleled scale. Reliance Retail operates over 18,650 stores and a vast digital ecosystem. The company's strategy is deeply rooted in creating a seamless omnichannel model with a common inventory that enables hyper-local delivery. Gupta's teams utilise AI and ML across the entire value chain—from product recommendations, demand forecasting, and supply chain optimisation to automated replenishment and customer support chatbots. The goal is a 'zero-touch' self-optimising network that enhances customer experience through deep technology Kothari, the Chief Operating Officer of Razorpay, provides a critical and often overlooked perspective: the payment layer that enables commerce. A seamless checkout is the final, crucial step in the customer journey. Razorpay has aggressively pursued an omnichannel strategy, acquiring point-of-sale (POS) firm Ezetap to merge online and offline payment experiences. The company is focused on building a system where a customer's identity is unified across channels, allowing for personalised payment experiences. As COO for India and Malaysia, Kothari's role involves enhancing this seamless customer experience across all of Razorpay's business lines. His focus on reducing friction in transactions and leveraging data to improve conversion rates is essential for any retailer looking to optimise their omnichannel operations. ET Soonicorns Summit 2025: India's premier gathering of future unicorns The Economic Times Soonicorns Summit 2025, India's largest congregation of soon-to-be unicorns, returns to Bengaluru on August 22 for its fourth edition. This premier event brings together founders, VCs, CTOs, and policymakers under the theme 'From Research Labs to Revenue Models: The Billion-Dollar Blueprint for Scaling Indian AI Startups.' As India's startup ecosystem matures, with AI as its definitive growth engine, the ET Soonicorns Summit 2025 serves as a strategic launchpad. The Summit promises not just to highlight trends but to deliver actionable insights for anyone building the next AI-powered unicorn or investing in India's deep-tech future. The discussion on AI-driven retail is more than just an academic debate; it's a playbook for survival and growth in one of India's most dynamic sectors. For founders, product leaders, and investors, this session represents a unique opportunity to learn from the leaders who are defining the future of commerce. It's where the blueprint for India's next generation of retail champions will be drawn. Registration for the ET Soonicorns Summit 2025 is now open. 360 ONE is the Presenting Partner of the ET Soonicorns Summit 2025, with Raymond as the Wardrobe Partner and Shiv Nadar University as the Ecosystem Partner. Elevate your knowledge and leadership skills at a cost cheaper than your daily tea. Tariffs, tantrums, and tech: How Trump's trade drama is keeping Indian IT on tenterhooks How IDBI banker landed plush Delhi properties in Amtek's INR33k crore skimming Good, bad, ugly: How will higher ethanol in petrol play out for you? As big fat Indian wedding slims to budget, Manyavar loses lustre Regulatory gray area makes investing in LVMH, BP tough For Indian retail Logistics sector: Be tactical in the face of head & tailwinds; 6 logistics stocks with an upside potential of over 30% Just hold a good business for the long term, irrespective of the noise; ignore the cap. 13 stocks with an upside potential of up to 51% Stock picks of the week: 5 stocks with consistent score improvement and return potential of more than 25% in 1 year
Time of India
04-07-2025
- Business
- Time of India
Behind the term sheets: Prime, Lightspeed, Together, and pi Ventures take on the AI ‘hype vs real' debate at ET Soonicorns Summit 2025
Where's the smart money going in Indian AI? Expect sparks to fly on the ET Soonicorns Summit 2025 mainstage as some of India's top VCs are set to set the record straight on AI investments in India. The one debate that could shape India's next AI leaders. Mark the date: 22 August, Bengaluru. Register now! Tired of too many ads? Remove Ads Tired of too many ads? Remove Ads Tired of too many ads? Remove Ads ET Special ( Originally published on Jul 03, 2025 ) The Indian artificial intelligence (AI) startup ecosystem is at a tipping every second pitch deck claiming to be 'AI-powered,' India's top venture capitalists (VCs) are asking the hard question: Are we funding the future or falling for the hype?This high-stakes debate will take centre stage at ET Soonicorns Summit 2025 on August 22 in Bengaluru, where some of India's most influential investors will dissect the AI investment landscape with unprecedented candour. The session 'AI Investments in India—Chasing Hype Or Backing Real Disruption?' promises to be one of the most anticipated conversations of the summit, featuring powerhouse VCs overseeing significant venture capital portfolios., Managing Partner, Prime Venture Partners, Partner, Lightspeed Ventures, Founding Partner, pi Ventures, CEO, Eka Software and Co-Founder, Together Fund, General Partner, Athera Venture Partners, Founder & CEO, Globals IncIndia's AI startup ecosystem shows resilience as VCs maintain strong interest in application-layer companies, even as total funding dropped to $747 million in 2024—down 26% year-over-year, per data from Venture Intelligence. However, the deal count tells a different story, jumping to 121 transactions from 78 in global tech behemoths such as Apple and Meta are accelerating their AI acquisition hunt, with Apple executives reportedly exploring a possible acquisition of AI startup Perplexity as part of their strategy to compete in the AI landscape. As of now, Startup India recognises 154,719 startups across the country, including 2,915 focused on AI, which have together created 23,918 beyond the numbers, the Indian AI investment landscape seems to be experiencing a fascinating schism that's keeping VCs awake at one side, ambitious founders are pitching foundation models and AI infrastructure plays—the 'moonshot' category that demands patient capital and technical prowess. On the other hand, applied AI startups promise quicker returns by solving industry-specific problems with proven AI AI dominating global venture capital flows, Indian investors find themselves at a crossroads. Should they back ambitious deep-tech plays such as foundation models and AI infrastructure, or focus on applied AI startups solving industry-specific problems? The stakes couldn't be higher— India's AI market is projected to reach $17 billion by 2027 , yet questions persist about whether Indian startups can compete globally with tech giants, including OpenAI, Anthropic, and Google real differentiation, industry experts argue, lies in AI-first companies—those where AI isn't just an add-on but the core product and value proposition. Are Indian VCs and unicorns placing strategic bets on companies that can build enduring moats, or are they caught in the hype cycle? This fundamental question will drive the conversation at the ET Soonicorns Summit 2025 under the first track: AI and Deep Tech Swamy, Managing Partner, Prime Venture Partners; Hemant Mohapatra, Partner, Lightspeed Ventures; Manish Singhal, Founding Partner, pi Ventures; Manav Garg, CEO, Eka Software and Co-Founder, Together Fund; Rutvik Doshi, General Partner, Athera Venture Partners; and, Suhas Gopinath, Founder & CEO, Globals Inc will take to the opening session of the ET Soonicorns Summit 2025 . Bringing complementary yet contrasting investment philosophies, these seasoned investors promise fireworks when they debate the future of AI investments in Venture Partners, known for early bets on unicorns such as Myntra and NoBroker, has consistently favoured startups with clear revenue models over pure technology plays. Their contrarian approach to AI investments challenges the 'build first, monetise later' mindset prevalent in the Venture Partners brings a global perspective with a $25B portfolio, notable early-stage bets in AI-enabled companies such as Snapchat and AppDynamics. Their significant investments in Indian startups give their judgment on sustainable AI firms considerable market Ventures stands out as one of India's first deep-tech and AI-first VC funds, backing founders behind Agnikul Cosmos and SigTuple with a conviction in AI-first business Fund's operator-led approach emphasises practical, problem-solving AI—prioritising real-world traction over theoretical demos, which sets it apart from conventional pure-play Venture Partners focuses on early to growth-stage AI and tech startups, and has co-led rounds for AI players such as Hyperbots and VuNet, providing valuable insights into scaling challenges beyond Series these investors boast hundreds of AI bets, key exits, and rigorous evaluation frameworks. They consistently assess metrics like data quality, live model efficacy, and, more importantly, customer retention, which are seen as stronger signals of long-term AI startup Economic Times Soonicorns Summit 2025, India's largest gathering of soonicorns, returns to Bengaluru on August 22 for its fourth edition. This premier gathering brings together soonicorns—startups expected to reach unicorn status or $1 billion+ valuations soon—under the theme 'From Research Labs to Revenue Models: The Billion-Dollar Blueprint for Scaling Indian AI Startups.'As India's startup ecosystem matures and AI becomes the defining growth engine, ET Soonicorns Summit 2025 serves as a strategic platform for founders, VCs, CTOs, and policymakers. The summit promises not just trends but actionable takeaways for anyone building the next AI unicorn or investing in India's deep-tech timing couldn't be more critical. The country's AI talent pool—estimated at over 400,000 professionals—represents a significant competitive advantage, but only if channelled into the right isn't just another tech conference; it's where India's next AI unicorns are being built. The AI investment face-off featuring Prime, Lightspeed, pi Ventures, and Together Fund might just shape the blueprint that determines whether India becomes an AI powerhouse or remains a follower in the global AI directs roughly $16 billion annually into AI via government-led investment funds, while the United States continues to dominate global AI investment, raising $67 billion in private funding for AI startups in 2023. Against this backdrop, India cannot afford to misallocate VC capital in the race to build its own AI champions. The insights shared at this session could shape the future trajectory of Indian AI investments, making it essential viewing for anyone serious about India's AI founders, investors, and AI enthusiasts, this summit represents the convergence of India's brightest minds tackling the most pressing questions in AI for the ET Soonicorns Summit 2025 is now open with pricing at ₹20,000.360 One Wealth is the presenting partner of the ET Soonicorns Summit 2025.
Time of India
28-05-2025
- Entertainment
- Time of India
QR code on Bengaluru billboard leads to Red Envelope Club countdown website: What we know so far
While Bengaluru, better known as India's 'Silicon Valley,' made international headlines for torrential rain causing widespread urban flooding over the past few days, it was a digital billboard at an MG Road intersection that caught the attention of a commuter stuck in traffic. The billboard briefly flickered, displaying a QR code last evening before returning to its scheduled advertisement. The commuter, Anukriti Sharma, captured this moment — which lasted only a few seconds — on video and later posted it on her Instagram handle: @ ANUKRITISHARMA . The video shows her scanning the QR code, only to be redirected to a website — — which features a red envelope graphic accompanied by the phrase: 'Most envelopes deliver messages. This envelope delivers destinies.' Play Video Play Skip Backward Skip Forward Mute Current Time 0:00 / Duration 0:00 Loaded : 0% Stream Type LIVE Seek to live, currently behind live LIVE Remaining Time - 0:00 1x Playback Rate Chapters Chapters Descriptions descriptions off , selected Captions captions and subtitles off , selected Audio Track Picture-in-Picture Fullscreen This is a modal window. Beginning of dialog window. Escape will cancel and close the window. Text Color White Black Red Green Blue Yellow Magenta Cyan Opacity Opaque Semi-Transparent Text Background Color Black White Red Green Blue Yellow Magenta Cyan Opacity Opaque Semi-Transparent Transparent Caption Area Background Color Black White Red Green Blue Yellow Magenta Cyan Opacity Transparent Semi-Transparent Opaque Font Size 50% 75% 100% 125% 150% 175% 200% 300% 400% Text Edge Style None Raised Depressed Uniform Drop shadow Font Family Proportional Sans-Serif Monospace Sans-Serif Proportional Serif Monospace Serif Casual Script Small Caps Reset restore all settings to the default values Done Close Modal Dialog End of dialog window. ET Special The website displays a countdown timer set to end at 12:00 PM on 29 May, along with a red envelope icon and a prompt inviting users to answer a set of 'riddles.' One such multiple-choice riddle is: 'Choose one wish, but it has consequences, with the following options to choose from — eternal wealth, at the cost of my soul; unseen power, but at the risk of losing my humanity; a life without fear, but with no real love.' ET Special The website, however, does not clarify its purpose or affiliation, or provide any further information about the phrase 'this envelope delivers destinies'. As of now, there's no information on who manages this unverified account. No entity has claimed responsibility. What's the red envelope activity? Live Events It all started when on May 19, Instagram user Sohail Shaikh, going by the handle @imsohail_d, posted a video a flight — reportedly flying from Delhi to Dubai — breaking into a mid-air rap, with the lyrics featuring phrases such as 'Red envelope is a mystery … where elite minds create history' to 'Learn, learn, learn how to make your money dance', redirecting audiences to an Instagram handle: @ . Since then, similar posts have reportedly appeared across social media platforms, specifically Instagram and X (formerly Twitter), with #RedEnvelopeSociety even trending on X on May 20. ET Special In yet another such instance, a passenger vlogging on a Bengaluru-Qatar flight reportedly found a velvety red envelope — sealed with a gold insignia — tucked into her seat pocket. The video shows the passenger, Nirja Parekh (@nirjaparekh16), opening the envelope to find a QR code and a printed cryptic message that reads : 'In the next two hours, you can sleep, read, watch movies... but your money doesn't do any of this! Wanna know how the elite make their money work? Your invitation expires upon landing!' The QR code reportedly leads to the @ Instagram handle — which has grown to over 250,000 followers as of 28 May, 2025. Another video reportedly showed women in red satin dresses distributing similar red envelopes in airport lounges. On 21 May, an Instagram user, Deepanshi Gujral (@deepsi_predicts), posted a video titled 'What is this Red Envelope mystery?' . In the caption, Gujral asked whether this activity is linked to zodiac signs, with another user mentioning in the comments section that they would want to be 'worthy' of being selected as the recipient of the said 'red envelope'. ET Special Similarly, other Instagram users, too, posted videos reportedly showing women in red satin dresses distributing similar red envelopes in airport lounges. One such user, Raj Shivtare ( @ , ponders over the nature of the red envelope, suggesting that it might potentially be linked to 'stock tips from the future' or 'formulas' on 'how to retire by 30 without any side hustles' — essentially indicating investment knowledge. ET Special Another Instagram user, Chest Agarwal ( @chestagarwal ), posted a video referencing an individual who reportedly ingested the red envelope. In the caption, Agarwal mentioned how some users are now questioning the nature of the envelope and wondering whether it is linked to a 'secret (financial) society invite.' ET Special Messages such as 'Learn how the elite make their money work' have led some users to speculate whether the red envelope is linked to financial advice or online money-making methods. However, no direct linkage has been established so far. Two days ago, Instagram user ( @ posted a video claiming that her friend, a working professional, and his colleagues were bombarded with a sudden interruption during a Zoom call when the screen flashed visuals of a red envelope, accompanied by a voiceover saying, 'I like destiny', with no entity claiming ownership of the audio-visual elements. It was then that the user connected the dots and realised how the red envelope conversation has grown—now with repeated sightings across airport lounges and flights—and how it has got everyone hooked, especially as netizens are curious to learn the real meaning of the cryptic message: 'Wealth is not earned; it's unlocked' . In her caption, she reiterated speculations about whether these activities point to an 'elite-level game' or are a litmus test for some secret society. Does her friend's company have any connection to this society? So far, there's no answer. ET Special In another instance, an Instagram user (@ stylewithsohu ) shared how, while waiting for her flight at the Mumbai airport, a digital screen grabbed her attention. It flashed the message: ' Did your money make more money?' In her video post, she noted that the message hinted that some people are already ahead in the race to grow their money. When she scanned the QR code, it directed her to @ seen in multiple earlier instances. In the post, she also wrote that this has now propelled the red envelope series of activities to the level of a 'thriller', with insinuations of an impending suspense waiting to be unveiled. ET Special That's not all. Another Instagram user (@ kishorebandana ) referenced a voice note in which an individual talks about the same Red Envelope Society and how it doesn't chase wealth but creates it. The user shared how she, like many others, is curious to understand the true nature and intent behind this Instagram page—whether it's related to the stock market or tied to billionaires' how-to-make-money or how-to-become-rich playbooks. ET Special Unpacking the Instagram page: An invite-only network of elites The Instagram account — which describes itself in its bio as 'an invite-only network of elites' — has posted eight times to date. Each post features the red envelope accompanied by vague, cryptic captions. Among them is a pinned message that reads: 'Cannot be bought or earned. Only chosen!' While no verifiable claims have been made, the envelope's messaging — which hints at wealth-building strategies — has prompted some users to interpret it as a possible teaser for 'get-rich-quick' tactics. The page appears to function like an interactive treasure hunt. As of now, the account remains unverified, and there is no publicly known individual or organisation behind it. No entity has claimed ownership. From flight seat pockets to airport lounges, the red envelope has been spotted in multiple settings. Though no official source has taken credit, the envelope — typically velvety and sealed with a gold insignia — is becoming a recognisable object, as evidenced by a growing number of social media posts. The countdown is set to end at 12:00 PM on 29 May. The countdown's conclusion may offer further clarity on what the red envelope truly represents — whether this is part of any marketing gimmick, a trend experiment, or, if at all, it has some genuine value or knowledge-sharing intent attached to it.
Time of India
22-05-2025
- Entertainment
- Time of India
QR code in red envelope leads to 'invite-only' Instagram page: What we know so far
On May 19, Monday, Instagram user Sohail Shaikh, going by the handle @imsohail_d, posted a video featuring a man aboard a flight reportedly flying from Delhi to Dubai breaking into a mid-air rap, with the lyrics featuring phrases such as 'Red envelope is a mystery … where elite minds create history' to 'Learn, learn, learn how to make your money dance', directing audiences to an Instagram handle: @ . ET Special Since then, similar posts have reportedly appeared across social media platforms, specifically Instagram and X (formerly Twitter), with #RedEnvelopeSociety even trending on X on May 20. ET Special Today, in yet another such instance, a passenger vlogging on a Bengaluru-Qatar flight reportedly found a velvety red envelope — sealed with a gold insignia — tucked into her seat pocket in front of her. Play Video Pause Skip Backward Skip Forward Unmute Current Time 0:00 / Duration 0:00 Loaded : 0% 0:00 Stream Type LIVE Seek to live, currently behind live LIVE Remaining Time - 0:00 1x Playback Rate Chapters Chapters Descriptions descriptions off , selected Captions captions settings , opens captions settings dialog captions off , selected Audio Track default , selected Picture-in-Picture Fullscreen This is a modal window. Beginning of dialog window. Escape will cancel and close the window. Text Color White Black Red Green Blue Yellow Magenta Cyan Opacity Opaque Semi-Transparent Text Background Color Black White Red Green Blue Yellow Magenta Cyan Opacity Opaque Semi-Transparent Transparent Caption Area Background Color Black White Red Green Blue Yellow Magenta Cyan Opacity Transparent Semi-Transparent Opaque Font Size 50% 75% 100% 125% 150% 175% 200% 300% 400% Text Edge Style None Raised Depressed Uniform Drop shadow Font Family Proportional Sans-Serif Monospace Sans-Serif Proportional Serif Monospace Serif Casual Script Small Caps Reset restore all settings to the default values Done Close Modal Dialog End of dialog window. The passenger, Nirja Parekh, who runs a video blog and was flying for a vacation, opened the envelope to find a QR code and a printed cryptic message that read: 'In the next two hours, you can sleep, read, watch movies... but your money doesn't do any of this! Wanna know how the elite make their money work? Your invitation expires upon landing!' ET Special Meanwhile, messages such as 'Learn how the elite make their money work' have prompted some users to draw a possible connection between the red envelope and money — questioning whether it points to financial advice or methods on how to earn money online. So far, no such direct linkage has been established. Live Events The passenger's video of finding the envelope soon surfaced on social media — specifically on Instagram. The post's caption, 'A red envelope placed in our seats… no explanation, no logo. Just a feeling that something BIG is about to happen ... Who are they? Why me? What's this red envelope website?', hints at the user being perplexed, while anticipating a potential 'big' reveal. The QR code reportedly leads to the @ Instagram handle — which has grown to over 200,000 followers as of 22 May, 2025. Until now, the account — described in its bio as 'an invite-only network of elites' — has made eight posts. Each post features the said red envelope alongside vague and undecipherable captions, including pinned messages such as: 'Cannot be bought or earned. Only chosen!' While no verifiable claim has been made, the envelope's message — hinting at methods used by the wealthy — has led some to interpret it as a potential teaser for tips on how to become rich fast. ET Special The page appears to be functioning like an interactive treasure hunt. As of now, there's no information on who manages this unverified account. No entity has claimed responsibility. R elated incidents This is not an isolated incident. From flight seat pockets to airport lounges, the red envelope has been sighted in multiple instances. While no official source has claimed ownership, the red envelope itself — often velvety and sealed with a gold insignia — is becoming a recognisable object, as evidenced in the following social media posts. For instance, Instagram user Sejal Purwar (@ anchor_sejal ) also posted the video of the man wearing a light blue shirt paired with a vest and tie, seen performing a cryptic rap onboard a Delhi to Dubai commercial flight. Users Annie Rastogi (@ avril_ame , Prasana and Chandni (@ thevellaacouple ), Shlok Saxena (@ ), and others, too, posted this mid-air rap video. ET Special Another video reportedly showed women in red satin dresses distributing similar red envelopes in airport lounges. An Instagram user, Vaibhav Parashar (@vaibhavv_28), posted a video on Instagram on 20th May. In the video, the user opens a red envelope to find a QR, only for it to 'vanish' quickly. ET Special In a separate video , posted by user @welcometoshubhamsworld, a man is said to have torn up and ingested a red envelope when approached by airport authorities. ET Special L ooking ahead As these incidents continue to be reported from across airports and social media, questions remain. Who is behind the @ handle? What is the objective — awareness, a new trend, or community-building? So far, there's no indication that the red envelope digital trail is linked to the stock market, financial platforms, or investment firms. Watch this space as we continue to track this unfolding story.
