Jivraj9 Tea Group has purchased tea worth ₹13 lakh at a special charity auction organised at the Guwahati Tea Auction Centre (GTAC), joining stakeholders from across India's tea industry in raising funds for communities affected by floods in Assam. The initiative collectively raised approximately ₹2.26 crore, with proceeds directed towards the Assam Chief Minister's Relief Fund.

The special auction generated ₹1.61 crore through tea sales, while an additional contribution of ₹65 lakh took the total amount raised to approximately ₹2.26 crore. Assam Chief Minister Himanta Biswa Sarma personally wielded the auctioneer's hammer, with 12 ceremonial lots sold by him raising ₹99.51 lakh.

Jivraj9 Tea Group was among the participating buyers, joining major tea businesses and industry stakeholders who travelled from cities including Mumbai, Surat, Ahmedabad and Delhi to support the relief effort.

Commenting on the company's participation, Rushabh Shah, Executive Director, Jivraj9 Tea Group, said the tea industry's relationship with Assam extends beyond commercial interests and carries a shared responsibility towards the communities connected with the region's tea and agricultural ecosystem.

He added that the floods had affected local communities and livelihoods, making collective industry support particularly important. Shah said the company was proud to contribute alongside the wider tea fraternity in supporting Assam during the challenging period.

The auction brought together tea producers, buyers, brokers, warehouses and auctioneers, with participants across the value chain contributing to the initiative. Producers contributed tea, brokers and warehouses waived applicable charges, and GTAC facilitated the auction, enabling buyers to purchase the lots in support of the relief effort.

Jivraj9 Tea Group's participation also builds on its recent contribution of ₹12.5 lakh to the Assam Chief Minister's Relief Fund towards relief and rehabilitation efforts for flood-affected communities. The latest purchase at the charity auction further reflects the company's engagement with Assam, a key region in India's tea industry and an important part of its sourcing and value chain.

The initiative highlights the role of collective action in India's tea sector, bringing together businesses and industry partners to support communities during a time of need. By using an established industry platform to mobilise contributions, the charity auction demonstrates how commercial networks can also serve as channels for community support and relief.

Residents of Kothagudem in Telangana can now access Aadhaar services more conveniently with the launch of a new Aadhaar Seva Kendra (ASK). The centre has commenced operations with four fully operational Aadhaar Enrolment & Update kits and has the capacity to serve 200 to 250 residents per day.

Located on the Ground floor, H.no. 13-3-58 Ganga Bhushan basthi Old Kothagudem, Kothagudem Telangana -507101, the new centre has been set up to meet the growing demand for Aadhaar-related services in the region. The inauguration was attended by Shri Ankit, IAS, District Collector and Magistrate, along with other eminent dignitaries.

The Aadhaar Seva Kendra is managed and operated by BLS International, a global AI and tech-enabled services partner for governments and citizens. The initiative reflects the company's ongoing efforts to strengthen digital identity infrastructure and improve access to essential services across India.

The centre offers a range of services, including new Aadhaar enrolment, demographic updates such as name, address and date of birth, biometric updates, and document updates. Residents can also approach the centre for grievance redressal and query resolution.

To make the process more convenient, the facility includes a dedicated helpdesk, comfortable waiting areas, and a token and queue management system. Other amenities include drinking water, air conditioning, wheelchair access and accessible restrooms. Clear service information is also available to help visitors understand the services offered.

Special attention has been given to supporting senior citizens and persons with disabilities, ensuring that they can access the services in a comfortable and accessible environment. With its modern facilities and capacity to assist up to 250 residents daily, the new Aadhaar Seva Kendra aims to make enrolment and update services easier to access for people in Kothagudem and nearby areas.

• Location: Ground floor, H.no. 13-3-58 Ganga Bhushan basthi Old Kothagudem, Kothagudem Telangana -507101.

Festive consumption in India is evolving beyond conventional shopping, beauty purchases and holiday bookings, with consumers increasingly looking for products and experiences that offer personal value, wellbeing and meaningful connections. From ingredient-conscious beauty routines and flexible corporate gifting to shorter, experience-led holidays, industry leaders are observing a shift in how people approach the festive season.

Insights from Nat Habit, Decathlon Sports India and Delta Corp point to a broader change in consumer priorities, with discovery, personalisation and experiences becoming important considerations alongside price and convenience.

Festive Beauty Moves Beyond Makeup

For beauty and personal-care brands, the festive season is increasingly about preparing for celebrations rather than focusing exclusively on the final look. Frequent styling, back-to-back social occasions and greater attention to hair and skin health are driving interest in pre- and post-festive care.

Swagatika Das, CEO and Co-founder of Nat Habit, observes that consumers are investing more in healthy-looking skin and nourished, protected hair. She also points to growing interest in targeted hair-care solutions, including hair-fall products, scalp treatments, ingredient-led offerings and Ayurvedic formulations.

At the same time, consumers are seeking simpler routines built around clean, natural and familiar ingredients. This creates an opportunity for brands to move beyond seasonal promotions and demonstrate how their products can address specific concerns over time.

Festive purchasing behaviour is changing as well. According to Das, consumers are increasingly evaluating reviews, ingredients, recommendations and overall value before making purchases. Thoughtful and useful gifts are gaining relevance, suggesting that brands need to focus on product discovery and trust rather than relying solely on discounts to drive sales.

Corporate Gifting Finds a Role in Everyday Wellbeing

The shift towards personal relevance is also influencing corporate gifting, where organisations are looking for ways to make employee appreciation more meaningful.

Raghwendra Singh, Wholesale Director, Decathlon Sports India, sees an opportunity to move beyond standardised gifts and encourage employees to discover sports and wellness activities that suit their interests.

Through its ‘Gift a Sport’ initiative, Decathlon enables organisations to offer employees a choice of sports and wellness products, alongside gift cards. The approach gives recipients greater flexibility while connecting festive appreciation with active lifestyles.

Singh also highlights the potential of sports-based celebrations and team activities during Diwali and Christmas to bring colleagues together through shared experiences.

With Decathlon's B2B business serving more than 20,000 entities across India, the company sees corporate gifting as a way to extend its focus on making sport and wellbeing more accessible across workplaces.

The underlying shift is towards gifts that offer continuing utility beyond the festive period. Rather than serving only as tokens of appreciation, such initiatives can encourage healthier habits and create opportunities for employee engagement throughout the year.

Travel Demand Shifts Towards Experiences

Travel is undergoing a similar transition, with shorter breaks and long weekends encouraging more frequent domestic holidays. Travellers are increasingly looking for destinations that offer a combination of leisure, dining, entertainment and time with family and friends.

Arindam Basu, VP – Marketing and Communications, Delta Corp, notes that domestic travel is moving towards multiple shorter vacations throughout the year, supported by demand for local destinations and experience-led holidays.

He argues that the hospitality sector needs to look beyond accommodation and develop offerings that give travellers more reasons to visit and spend time at a destination.

At Deltin, destinations such as Goa and Daman bring together entertainment, leisure and dining for travellers seeking distinctive experiences. The emphasis is on creating memorable occasions, whether through short getaways, celebrations, weddings or time spent with family and friends.

This approach places greater importance on the overall destination experience. Hotels and leisure operators may need to consider how their dining, entertainment and activity offerings complement accommodation to appeal to travellers who want more from a short break.

A Common Shift Towards Personal Value

Although beauty, corporate gifting and travel serve different consumer needs, the three sectors reflect a shared trend: festive spending is increasingly being shaped by relevance, personal choice and the value an offering delivers beyond the immediate occasion.

For beauty brands, that means helping consumers make informed choices and build routines that continue after the celebrations. For corporate gifting, it means offering flexibility and encouraging meaningful engagement. For hospitality and leisure businesses, it means creating experiences that give travellers a reason to choose a destination beyond the room itself.

As festive competition intensifies, discounts and seasonal promotions remain part of the market. However, brands that understand what consumers want to gain from their purchases—whether confidence, wellbeing, connection or memorable experiences—may be better positioned to build relationships that last beyond the festive season.