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Trying to decide between Instagram Reels and TikTok? You're not alone—brands are jumping on small video content right now. Food for thought: a staggering 89% of marketers plan to increase (or maintain) their investment in short video in 2022. Short videos are the perfect way to build brand awareness and educate customers without losing their attention. But the content on Reels and TikTok is completely different than anything else you need on social media. If you don't quite "get it", we can help! In this guide, we'll break down these two dominant short social platforms, including similarities, differences, and best practices for both. Although TikTok’s reputation is anything but businesslike, the platform is rightfully attracting interest from brands . Product-centric posts and recommendations dominate the platform. This signals a huge window of opportunity for marketers and advertisers. In fact, 84% of marketers are increasing their spending on TikTok. The good news? All of the content types above are totally fair game for brands. TikTok’s emphasis on community and sharing empowers brands to make connections with customers while also showing off products in action. Can’t pick between Reels vs. TikTok? Why not both? Both TikTok’s rapid growth and the popularity of Reels signal the importance of short-form video moving forward. While competition is fierce in industries such as fashion and beauty, there are so many opportunities when it comes to short form branded videos. Whether you stick to one platform or go with both, you need to brainstorm how to tie your social video campaigns to actual business goals. If you haven’t already, make sure to read our guide to building a social media marketing strategy that does exactly that.

The world came crashing down on us when Covid-19 spewed venom on countries breaking many economies and finished many lives. Survival was measured on a daily basis. It peaked in 2021 timeline and when the whole world began to heave a sigh of relief that the monster is gone a new variant took its place and started wreaking havoc - bent on finishing mankind. In came Omicron - a variant of SARS-CoV-2 (Corona virus) which first reported to World Health Organisation (WHO) by the Network of Genomics Surveillance in South Africa on 24 Nov 2021. First detected in Botswana, this SARS variant had the reputation to spread more easily than earlier ones including the Delta variant. Omicron infects the upper airways more than the lungs which could explain the different symptoms displayed by the patients. Sadly, this variety infected children and the younger generation more as they are affected by upper respiratory tract infections due to smaller nasal passages. Omicron spread was out with its new variants BA.1, BA.2, BA.4, BA.5. Different variants were seen in different countries - while United Kingdom (UK) witnessed the BA.1 variant, USA had to deal with variant BA.5. WHO quickly rolled out vaccines and UK was the first country to approve “bivalent” vaccines which is based on BA.1 lineage and the SARS-CoV-2 sequence coming out of Wuhan, China. India’s vaccine administration was startingly effective as it quickly went about producing vaccines for BA.4 and BA.5 variants. The vaccines were manufactured in huge volumes to enable other countries – who were not getting the vaccines from anywhere - get quick relief. India was one of those countries who managed the Omicron outbreak better and went about creating a gold standard in vaccine management. During March’21 India contributed only 0.21% of the global Omicron cases and by December India had completed 90.8% of first vaccination and 65.4% of its second vaccination outreach. Quite a feat though it is hard to measure success when the chain of population across the globe is so long!! Though Omicron variants and sub variants loom large on our lives the pandemic nature has significantly abated with global daily cases declining from 1.2 million in early April to 7,38,000 at the end of June. The decline has been much more significant in Developing Asia which saw daily new cases fall from 3,84,000 to 82,000 between April to June (Fig-1). This significant decline coupled with continued progress on vaccination (Fig-2) has allowed many economies to ease restrictions and allow business to function. We can see that the only exception here is People Republic of China which has declined to ease business without zero Covid achievements. China adhered to zero Covid manifesto and its failure to arrest renewed outbreak in early 2022 triggered fresh lockdowns. Figure-3 below shows how China is lagging behind the rest of developing Asia in allowing business to flourish. The Stringency Index as developed by Economic Forums measuring ease of business shows a sharp decline in case of developing Asia as compared to China. Low index signifies developing Asia being less stringent in posing restrictions that could hamper business. Business Activity Increases after easing restrictions – the Purchasing Manager’s Index (PMI): Below table shows the PMI levels of developing Asia pointing renewed activity in many economies as they expanded and getting the confidence that Omicron is finally on the wane. China continues to be gloomy as fresh spurts have emerged. What is PMI? – Purchasing Manager’s Index is an index of the direction of economic trends in the manufacturing and service sectors. It summarises whether market conditions as viewed by purchasing managers are expanding, staying the same or contracting. The headline PMI is a number 1 to 100. A PMI above 50 represents an expansion in business as compared to previous month. A PMI under 50 represents contraction and a reading of 50 represents no change. Summing up the different graphs and figures show that the effect of Omicron with all its variants are weakening and the PMI’s are a very healthy indication that business has gained momentum and we are exuberant seeing Omicron going away, though China is a point everyone should remember and be on the alert - always. Note: The figures, graphs and tables have been sourced from Asian Development Outlook – World Economic Forum.

Good morning, ladies and gentlemen, boys and girls. I am Mr. Ayan Das, and as a coordinator I welcome you all to this debate cum chat show. I also welcome the large gathering of hundred as audience of this debate. Two groups, one comprising Amol Rozik, Daniella D’Souza and Varun Sen will speak for the motion and the other - Anita Kerkar, Nandini Ahuja and Lokesh Mendiratta will speak against the motion. The motion is: Can S. Jaishankar be the next Prime Minister of India We will discuss in the next hour or so and after the debate the audience will be requested to vote through their voting machines as ‘yes’ or ‘no’ whether S. Jaishankar can become the next PM. Winner of the debate will be announced accordingly. For the Motion – 10 minutes. Speaker – Amol Rozik Well, I am here to speak on behalf of my group and if you ask me if Mr. S. Jaishankar can become the next PM of India, the answer is a resounding YES. After initial setback involving issues of demonetization and GST – which I believe is still a matter of in depth analysis or I find a lack of it – people still conjecture a lot, PM Modi has guided our nation to a new height, a pedestal many view in awe as to how it could have happened so swiftly or for that matter what makes the man tick amidst so much cacophony from opposition and red eyed jealousy from neighboring countries. In all of this humdrum S. Jaishankar was with PM Modi through thick and thin and was instrumental in carrying forward many issues of vital interest. He has PM Modi’s pat on his back and has confidently designed many a policy that has helped India stride along. Subramanyam Jaishankar was born January 09,1955 to a humble family. He did his MA from St. Stephens College and PhD from JNU, Delhi before joining IFS (Indian Foreign Service). He is married to Kyoko Subramanyam and has three children. He got surprise of his life when PM Modi – at a swearing in ceremony of Council of Ministers in 2019 - asked Jaishankar to take oath as a cabinet minister in the Ministry of External Affairs (MEA) ahead of party veterans Piyush Goyal and Prakash Javadekar. And ladies and gentlemen, PM Modi has a vision, sees the future clearly and doesn’t shirk from disruptive decision making! With Jaishankar’s exposure to China, US, Czech Republic et al and his current understanding of critical issues involving India – his vitriolic yet measured counters in different diplomatic and political platforms to Pakistan notwithstanding - I am confident that given the premiership he will come equal to the task. Against the Motion – 10 minutes. Speaker – Anita Kerkar I am Anita and I am here to speak against the motion on behalf of my group. Well, taking a leaf out of Amol’s presentation I have this to say: Yes S. Jaishankar? But why no other? If you ask anybody along the shores of Mumbai or Maharashtra one name comes immediately to the fore – Nitin Gadkari! In the past 5-10 years who has done more work than this man for the betterment of our country – creating jobs aplenty with the large budget and prestigious Projects?? Please have a look: 55 flyovers in Mumbai Road construction going up from 2km/day to 37km/day in his tenure Eastern and Western peripheral highways around Delhi completed in a record three years National Highways totaling 65,000 km are being built under Bharat Mala Scheme In North-East the Bogibeel Railroad Bridge is for everyone to see Port modernizations are in place, inland waterway transports are a reality now For Nitin Gadkari the sad part is he cannot see any light at the end of the tunnel which he is traversing. He has which many do not possess – the critical connect factor with the mass. He is a straightforward human being and a hard task master with a professional streak in his work ethics. He might not have the bureaucratic acumen of a Jaishankar, but he is a worker on the field rather than a minister on the chair. People love him and respect him. I strongly feel that Nitin Gadkari would be a strong contender for PM of India after PM Narendra Modi. Mr. Ayan Das - Thank you Teams for a very insightful presentation. I must thank the audience for a patient hearing from the boys and girls and interacting positively to bring the show to a very successful end. I will now declare the result the audience has handed out to us through voting. - WINNER: FOR THE MOTION, 57-43 Congratulations Amol Rozik and Team. It was a very closely fought contest and I personally feel though Mr. Gadkari is an excellent candidate for the post of PM, it is Mr. Jaishankar who scores in favour due to his international exposure and quick wit. Disclaimer: All the names and characters in this article are imaginary and do not have any resemblance to any person(s) alive or dead.

A recent study by India As a Marketplace: A Case Study of IKEA by Ritika Goel says - "India’s organized furniture industry is expected to grow 20% per annum over the next few years and is projected to cross $32 billion by 2019. Online home décor market in India is projected to grow at a CAGR of 50.42% in revenue and the luxury furniture market is expected to garner $27.01 billion". So, what went wrong with IKEA? IKEA has posted 12% loss even when the revenue surged by over 77%. This indicates the high operational costs, lower profit margins, inefficient cost handling scenarios furthermore, the throttling regulations placed by the Indian government on foreign retailers did not allow IKEA to open stores profitably. Walmart and Ikea are currently in a market acquisition mode in India to establish a dominant position and may sacrifice profit in the short term, ” said Devangshu Dutta, chief executive of consulting firm Third Eyesight. “But in the long term, these companies will definitely chase profit in India. Also, the market environment has been tough last fiscal due to increased competition despite a BounceBack post-Covid,” he said. The company's revenue comes from multiple sources, including platform fees collected from sellers and services such as posting and streaming ads. Marketplace services revenue remained largely flat at Rs 2,823 crore, while advertising revenue grew 50% to Rs 2,083 crore. The Indian company is the largest contributor to parent Walmart's advertising revenue globally. Revenue from logistics services grew 57% to Rs 3,848 crore. Are we going to see another meltdown of big foreign brands in India or is it the "Jio Ploy" meant for Indian consumers.

W ith the recent craze on the privatization of airports in India - Adani is looking for a complete monopoly in this trade. With already 6 airports under its belt, Adani Enterprises Ltd. (AEL) is looking to grub another 8 airports. The Airports Authority of India (AAI) has leased out eight airports under Public-Private Partnership (PPP), of which seven airports are managed by Adani Enterprises Limited (AEL), Minister of State for Civil Aviation Gen VK Singh (retd) said in the Rajya Sabha today. This helped Mota bhai to become the World's 3rd Richest person but the recent move by Modi Government to privatize the security system of Indian Airports can turn out to be big pickle. With the Airport control and the security under Mr. Adani; virtually pushes all the security system under the BJP scanner. This means, the government can track every move of every citizen across the globe, and this includes all VIP and VVIP members as well, like politicians, actors and others. Is this a silent move to kill opposition parties and install a single party rule in India (on models or China and Russia)? "This move was done to reduce strain on Govt Indian forces. Even though the security will be under private stakeholders, they will comply all the rules under the AAI" BJP spokesperson said. But am not putting my penny on that narrative.

Indian government needs to look out for a new capital of Maharashtra as Mumbai can no longer be. "Hey!! How the hell can you say this?? You know who my father is " - Snaps a random Marathi with a proud Tilak on his forehead. "This is the land of Shivaji. We will cut you in thousand pieces and make Ramla Vada paw out of you" - another proud Mumbaiker grabs my collar with one hand and the bar handle of local train in another hand. "But Bhau." I started to justify with a big gulp of water down my throat "... do you really think Mumbai will be there in 2050?" "Ata majhi satakli da" - I got smacked and thrown out of train. Yes!! Mumbai will be submerged by the end of 2050, at least that's what the present rising sea levels suggest. Nearly 80 percent of the southern tip, including Nariman Point and Mantralaya, the seat of power of Maharashtra, will be under water by then. This is an area where banks, foreign consulate offices, corporate houses and political parties are located. The iconic Wankhede Stadium, Marine Drive and the National Center for Performing Arts are only in this area. This is primarily artificial soil, obtained from the Arabian Sea in the 1970s. If we don't wake up [to the dangers of climate change], it will be a dangerous situation for the next 25 years, Chahal said. [The effects of climate change] such as melting glaciers [and rising sea levels] have arrived at our doorstep. India's World Resources Institute (WRI) has identified some worrying trends in its assessment of Mumbai's vulnerability to climate change Mumbai is warming and has seen a substantial increase in extreme rainfall over the past few years. Since 2007, temperatures have been steadily rising. Since then, there has also been a substantial increase in heavy rainfall as well as storm events. The data with WRI states that the number of days in which Mumbai faces situations requiring extreme caution has been increasing. These are defined as per the guidelines by National Weather Service, USa caution day is one in which the temperature is between 26-32oC. When it varies between 32-43oC the situation is considered as an extreme caution day. Mumbai sees 174 caution days and 187 extreme caution days per year. As the climate change is mainly attributed to loss of green cover and housing density the BMC is also planning to increase the green cover in the city. On September 1, the Maharashtra government also decided to form a state level climate change committee under Chief Minister Uddhav Thackeray to deal with the challenges. The committee will suggest measures based on five points reducing, refusing, reusing, recycling and recovering. Anyway, I need to catch a new local train to Vashi again!!!

The 21st century has seen a massive technological advancement in all spheres of live and with it grew the social media. Starting with Facebook in 2003, the internet exploded with closed linked platforms and open web launches which made the world smaller. But freedom came at a price. It costs privacy, data breaches and lives. Social media outrage gained roots for Mujaheddin, Al-Qaida, and many more. Al-Qaeda is considered one of the terrorist groups that make the most use of social media. Brian Jenkins, Senior Advisor to the Rand Corporation, commented on Al Qaeda's dominant presence on the Web: While almost all terrorist organizations have websites, Al Qaeda is the first to fully utilize the Internet. This reflects the unique characteristics of al-Qaeda. It is considered a global movement and therefore depends on a global communication network to reach its perceived constituents. He sees his mission not only in creating terror among his enemies, but in awakening the Muslim community. Its leaders consider communication to be 90 percent of the battle. Despite the risks involved in the intense manhunt, its leaders regularly communicate using video and audio messages posted on its website and circulated on the Internet. The number of websites dedicated to the al-Qaeda-inspired movement has grown from a handful to reportedly thousands, although many are ephemeral.[13] According to Rob Wainwright, author of "Fighting Crime and Terrorism in the Age of Technology," ISIS used more than a hundred sites to spread its message. This shows how much social media is used by terrorist groups. The well-known terrorist group Islamic State in Iraq and the Levant, also translated as ISIS, is using the widespread news on social media to its advantage, posting threatening videos of beheadings. As of November 16, 2014, following the beheading of former US Army guard Peter Kassig, there have now been five recorded executions of Westerners captured in Syria. James Foley, David Cawthorne Haines, Alan Henning and Steven Sotloff are also among the men kidnapped and executed by ISIS. Videos of brutal beheadings are posted on the ISIS internet, where anyone can view them at will, and sent as threats to government officials. Posting executions online gives terrorist groups the power to manipulate viewers and cause confusion among the watching population,[15] and the videos have the ability to instill fear in the Western world. The videos are typically of high production quality and generally show the entire gruesome act, with the hostages saying a few words before being killed on camera. In the case of American aid worker Peter Kassig, his video did not show the actual act of beheading and he did not give any final words before his execution.[14] His silence and the fact that the actual execution was not included in the video raised the question of his video being different from the others.[16] In response to Kassig's beheading, his family expressed a wish that the news media avoid doing what the group wants by refraining from publishing or distributing the video.[16] By refusing to release the video of the beheading, he therefore loses the ability to manipulate Americans or support the cause of a terrorist group.[16] In addition to videos of beheadings, ISIS has released videos of its members performing non-violent acts. For example, Imran Awan described one such case in his article "Cyber ​​extremism: Isis and the power of social media", where one video showed members of the Islamic State helping people and visiting hospitals. These videos gave the members of the terrorist group a humanistic nature and therefore contradicted what civilians think terrorist groups should be. In his article "The Reception of Broadcast Terrorism: Recruitment and Radicalisation", Edgar Jones mentioned that ISIS used documentaries and even their own magazine Dabiq to recruit new members and deliver their message to the public. This illustrates just a few of the different media that ISIS used. According to Wainwright, social media is also being used by ISIS and other terrorist groups to recruit strangers to join the terrorist cause. In some cases, these new recruits are sent back to their home country to carry out terrorist attacks. Others who cannot physically move to the terrorist cause have been known to carry out acts of terrorism in their own countries because of the propaganda they are exposed to online. This shows how ISIS can brainwash or expand the thoughts that individuals can have. The Taliban has been active on Twitter since May 2011 and has more than 7,000 followers. Tweeting under the handle @alemarahweb, the Taliban tweets frequently, almost hourly on some days. This account is currently suspended. In December 2011, the Somalia-based terrorist cell Al-Shabab was found to be using a Twitter account under the name @HSMPress. Since opening on December 7, 2011, the account has amassed tens of thousands of followers and tweets frequently. Any attempts to curb this has been smashed by big powerful men like Sundar Pichai and Mark Zuckerberg as it would restrict the zillion dollar data trade racket in the Sofware market. Data builds - Data sells - Data kills

“Rishi is not going to win it. Rishi’s is not even British," - British white supremacists lashes out at media Rishi had, till 23rd October evening garnered more than 150 endorsements of Conservative lawmakers against Boris’ 60 – that Boris would need more than 100 endorsements and not getting those stared at him – and he quickly withdrew from the contest. Earlier he had offered Rishi and Penny Mordaunt – the current leader of House of Commons to step aside and make way for him, a foolish idea which both staunchly disagreed to. Saturday (22nd) saw Boris Johnson staggering back to London cutting short a family holiday many believed was not needed as the Party had silently shifted alliance away from Boris but his jumping into the fray only had delayed the inevitable courtesy frantic calls from old loyalists Suella Bravermann – the former Home Secretary and Kemi Badenoch the international trade secretary. But Kemi has switched (and so would others) as Britain is at last coming to terms with the shocking truth that the Boris-Penny combine did not have the wherewithal to correct the undoing's both Liz Truss and Kwasi Kwarteng (former Finance minister) unleashed on the hapless British citizens!! What ailed Liz Truss? - She came with a bang. Liz was determined to quickly make a mark and announced radical new economic agenda of tax cuts and spending worth tens of billions of pounds funded by borrowing. United Kingdom was entering a debt trap and recession of colossal nature . Pound plunged against dollar as Bank of England rebuked Kwasi’s Mini Budget and “raid on pension funds” to generate cash. Kwasi Kwarteng was naïve enough when he abolished the top rate of tax and scrapping the cap on bankers’ bonuses. It was thre biggest tax-cutting package for 50 years !! Govt. bonds known as gilts had also seen a sell-off. Markets were predicting a sharp increase in interest rates as Bank of England stepped in to offset inflationary inputs. British citizens were shell shocked. It sounded so traumatically true when someone down the street leading to a protest march shouted “ You cannot really do much worse in a short period of time. They kind of helped bring the UK to a bottom already, so the only way is up.” Every Briton was asking – Who Voted For This ? Who voted Liz Truss ? Time is at a premium and House of Commons is desperate to announce a Leader and that could come as early as 24 th . Boris has withdrawn. Well, that makes Rishi Sunak the first person of non-white origin to become the Prime Minister of United Kingdom. 10-Downing Street would be immensely happy with Rishi at the helm as he has the required skill, education and confidence to bail Britain out of this turmoil. Footnote: A Conservative Party Member, the other day, who called himself “Jerry” was dubbed a racist by presenter Sangita Myska after he called her talk show. “Rishi is not gonna win it. Rishi’s is not even British, in most people’s opinion. He’s got American allegiance, his family’s American. They’re Indian businesspeople. He doesn’t love England like Boris does.” No wonder Rishi thundered not long back, “ I know that racism exists in this Country” – he was responding to a surrounding protest of Black Lives Matter – “ I have faced racism in public life and about the struggles my family overcame as immigrants to Britain.” Rishi, it is for you to correct this anomaly. All the best to you !!

Indo-Pak cricket rivalry has reached new heights after explosive comments from new BCCI boss Roger Binny. Every Indian fan is waiting for October 23 match. And why not. Though I would place a 50-50 chance for each team to win but being an Indian I would always put my money on India. The last Asia Cup and T20 WC 2020 proved that the beta is upsetting the baap quite a few times and in this big Indo-Pak match what could go wrong. TOSS Toss would be crucial and it is no secret that India flourishes while chasing, but I would rather agree than disagree with Saqlain Mushtaq – the Pak Head Coach – that a world class team should be able to win under any circumstance. Rohit-Rahul Front Let us take a scenario when India bats first. Rohit-Rahul opening pair must cross the 6-over mark unseparated to give Virat-SKY-Pant (or Hardik) enough to fire on all cylinders. The Australian grounds are big and lifting or pulling for sixes would require caution – Rohit’s fondness for the pull could act as a bait and can ensue downfall. The Afridi Factor Shaheen Afridi – I saw him bowling against Afghanistan in a practice match - he has a stock ball which comes sharply swinging in towards right hand batsman. He is dangerous in his 4 overs and India could do well to stave him off. The rest - Rauf, Shadab are predictable and so is Wasim. The 19th Over Scare And now our Achilles Heel – bowling. A lot depends on how Bhuvi-Shami combine shape themselves against Md. Rizwan and Babar Azam. Rizwan is more flamboyant of the two and though none of our seamers have the pace of a Wood (Mark) or a Starc (Mitchell) they can always bowl accurately and try not to become one of these two premier fast bowlers. Much would depend on their ability to place the balls stump to stump sans heroics. Hardik’s (Pandya) 4 overs would be the key as he wanders away and leaks valuable runs often. So Guys … I am not putting any money on the spinners, though any belligerent spell would help spell a doom on the Paks. Only time will tell. Summing up, India’s gameplan would be cut out – not too many lofted shots beyond power play (we don’t have Jos Butler, Tim David, or Liam Livingstone!) and the bowlers hurling down impeccable lengths and accurate Yorkers on the stumps. And of course, the fielding must be as sprightly as ever!! All the best Team India and may the better team win.

Roger Binny has taken over the BCCI Top post after the unceremonious removal of Sourav Ganguli. May be Dada never wanted the dhokla Mr. Shah offered. So when Dada preferred Ilish over dhokla, Shah Jnr and Shah Snr had to cooked something to uninstall the cricketing Stalwart from the top post. Indo-Pak cricket match has always been a high voltage, edge of the seat clash. The stakes are very high on both sides plus recent tribulations from BCCI would certainly give more spice to this epic battle of pride, prestige, and prejudice. BCCI’s first salvo from Roger Binny and Co is its refusal to go to Pakistan for the next Asia Cup. This makes a large dent to a probable smoothening of relations between the two cricketing nations. Albeit Ramiz Raja – the PCB Chief - misses a big accolade in the offing – no wonder he is fuming and has promised not to send his team to India for next year’s 50-over World Cup!!

Happiness doesn't always come from the helm of economic superiority or military prowess. Cheeky Chatur brings you the list of Top Countries with highest Happiness Index (HI). 1. Finland Finland is having the highest HI. The steady economy and the confidence in the Government has grown over the last 4 years. The quality of life and freedom are the main contributors to it. 2. Denmark The country comes a close second in the HI chart. The heavenly coastline and excellent healthcare system has brought the best Life Standards. The bike friendly nation is coveted for its "Danish way of living" 3. Switzerland. Safe haven for investors and money makers, Switzerland is known for its serene beauty, ethereal landscapes and excellent education and healthcare systems. 4. Iceland The nation island is "breaking the ice" when it comes to living standards and HI. The 2007 economic meltdown was the last thing Icelanders have a heart ache about. Post 2007 debacle, the Government and citizens went hand in hand towards nation building. 5. Bhutan The last spot is close to home. The only nation on earth that has negative carbon index, Bhutanese people are proud of their culture and deeds. with over 60% land under forest cover, it is the most serene place you find on earth. What do you think India needs to do to have a high HI? let us know in the comments below ...

Diwali is round the corner. Apart from the atishbazi people distribute dry fruits to their near and dear ones. Corporates distribute dry fruits as a gesture of appreciation and as a tool to maintain client relations healthy and relevant. In the early 80’s and 90’s dry fruits consumption and distribution was limited to the higher income group families and was largely used by businesses as an appreciative gesture. The production of dry fruits was not on a very large scale. Global dry fruit production has grown by 22% from 2.4 million Tonnes in 2011 to 2.9 million tons in 2021. India has a potential market for fruit output pegged at Rs. 20,000 crores. It is geared up to reach a market value of Rs. 2100 crore in 2026 from the present Rs.1000 crore with a CAGR of 16%. India’s volume production in 2021 is estimated to be 1.0 million metrics Tonnes with a potential to grow by 20% per annum. The Way Ahead India’s imports especially for almonds accounted for USD 600 million in 2018. A total of 37 countries exports dry fruits to India. The total import amount stood at USD 8.9 million. It is a very positive scenario and the major reason associated with the booming demand is the Indian consumers. Per capita consumption of dry fruits in India is slated to mount to 1.2 kg per annum from 150 grammes per annum in 2020. Growth: Going forward the dry fruit business will grow handsomely. Large availability of dry fruits through wholesalers and massive Indian distribution channel are the key factors of growth. The Indian demographic has largely become health conscious and the dry fruit has occupied an important space.