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Creativity poised to drive India’s economic future, says Adobe CEO Shantanu Narayan

ObserveNow Media May 4, 2025

Global tech major, Adobe’s CEO Shantanu Narayan at the WAVES Summit said “Creativity, and not software code, will be the main driver of India’s economy in the future”. He highlighted the transformative potential of Artificial Intelligence in enhancing human imagination and facilitating the creation of new business models.

Narayan noted that AI can supercharge creativity by offering new tools and perspectives, allowing individuals to explore ideas in unprecedented ways. He asserted that India’s next economic expansion will be rooted in creativity, given the vast opportunities AI unlocks. By training AI models on Indian cultural, linguistic, and historical data, the country has the chance to establish new forms of digital sovereignty.

During his address, Narayen announced Adobe’s initiative to provide free access to its digital creativity tools to over 20 million Indians and 500,000 teachers, aiming to foster digital creativity across the nation. He also mentioned a partnership with Tata Consultancy Services to launch an AI-powered Creative Experience Studio (ACES) tailored for the Indian market, targeting both businesses and public sector enterprises.

Highlighting the burgeoning creator economy, Narayen pointed out that India hosts over 100 million content creators, with a 10% annual growth in freelance creators and small design studios over the past decade. He emphasized that the creation and consumption of content are exploding, driven by the increasing number of platforms and channels. He believes that the next unicorns will not be applications but creators and artists. He stressed the importance of AI in accelerating and expanding the creative process across ideation, creation, and production. AI is revolutionizing production by enabling hyper-localized and personalized content tailored to India’s diverse audience in real-time, supporting creators in meeting the growing demand across industries like Bollywood, regional cinema, and marketing campaigns.

India’s leadership in mobile infrastructure and digital payments positions it well to imagine and foster new business models. Narayen highlighted that startups can rapidly prototype, test, and scale innovative solutions tailored to local and regional needs using AI. He also mentioned that India’s vast outsourcing industry has the opportunity to evolve by creating new AI-driven workflows and building AI agents.

In conclusion, Narayen’s vision places creativity at the heart of India’s economic trajectory, with AI serving as a powerful enabler. By investing in digital literacy and fostering an environment that nurtures creative talent, India can harness its cultural richness and technological advancements to drive sustainable economic growth.

Tags: AdobeShantanu Narayan

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Digital Native

Interactive Voice Response Market Poised for Significant Growth by 2030

Observenow Desk May 3, 2025

The global Interactive Voice Response (IVR) market is on track for substantial expansion, with projections indicating a compound annual growth rate (CAGR) of 8.10% from 2025 to 2030, according to a recent report by HTF Market Intelligence. This growth is driven by technological advancements and increasing demand for automated customer service solutions across various industries.

IVR systems, which automate interactions with telephone callers, are evolving beyond traditional keypad inputs to incorporate speech recognition and natural language processing (NLP). This shift enables more intuitive and efficient customer experiences, reducing the need for live agents and streamlining operations.

Major players in the IVR market include Avaya Inc., Cisco Systems, Inc., AT&T Inc., 8X8 Inc., and Genesys Telecommunication Laboratories, Inc. These companies are investing in AI-driven IVR solutions to enhance customer engagement and operational efficiency. The report highlights North America as the dominant region in the IVR market, attributed to early adoption of advanced technologies and a strong presence of key industry players. However, the Asia-Pacific region is expected to experience the fastest growth, fueled by increasing demand for customer service automation in emerging economies.

Key trends shaping the IVR market include the integration of AI and chatbots, enabling more conversational and personalized customer interactions. Additionally, the adoption of cloud-based IVR solutions offers scalability and flexibility, allowing businesses to adapt quickly to changing customer needs. Despite the promising outlook, the IVR market faces challenges such as customer frustration with poorly designed systems and difficulties integrating IVR with existing backend systems like CRM and ERP platforms. Addressing these issues is crucial for businesses to fully leverage the benefits of IVR technology.

The healthcare sector presents significant opportunities for IVR applications, including appointment scheduling, patient reminders, and preliminary symptom checks. As the industry continues to digitize, the demand for efficient and accessible communication channels is expected to rise.

In conclusion, the IVR market is poised for robust growth, driven by technological innovations and the increasing need for efficient customer service solutions. Companies that invest in advanced, user-friendly IVR systems are likely to gain a competitive edge in the evolving digital landscape.

Tags: Interactive Voice ResponseIVR marketIVR technology

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Exclusive

Adobe Unveils Plans to Support Indian Students and Creators at WAVES Summit 2025

Observenow Desk May 2, 2025

At the inaugural of the World Audio Visual & Entertainment Summit (WAVES) held in Mumbai, Adobe announced a series of initiatives aimed at bolstering India’s burgeoning creator economy. These efforts align with the Government of India’s “Create in India, Create for the World” campaign, underscoring Adobe’s commitment to fostering digital innovation in the country.

A highlight of Adobe’s announcement was the expansion of Adobe Express, a lightweight content creation application. The platform has experienced a threefold increase in monthly active users in India over the past year. To further drive adoption, Adobe plans to introduce over one million localized templates in eight Indian languages and offer reduced pricing plans.

In collaboration with Tata Consultancy Services (TCS), Adobe is set to launch the AI-powered Creative Experience Studio (ACES). This studio will merge Adobe’s creative and AI technologies with TCS Interactive’s digital services expertise to deliver content and marketing experiences tailored to the Indian market. Adobe is also focusing on educational initiatives. A strategic collaboration with the Indian Institute of Creative Technology (IICT) will provide students with free access to Adobe Creative Cloud, develop curriculum content, train faculty, and offer mentorship opportunities. Additionally, a memorandum of understanding with Accenture aims to support students at over 50 design institutes across India, including the formation of an advisory board, internships, and employment opportunities. This partnership also seeks to promote creativity in government-run schools through the establishment of creativity clubs. 

To assist Indian creators in reaching global markets, Adobe is collaborating with the WAVES Bazaar, a new digital marketplace launched by the Government of India. As part of this collaboration, Adobe will offer discounted Creative Cloud subscriptions and provide marketing tools to sellers. Finalists of the Creatosphere challenge, a government initiative to spotlight creative talent, will be granted access to Adobe’s tools. 

In partnership with the Ministry of Education, Adobe is deploying its tools and training in PM SHRI and CBSE schools, including Kendriya Vidyalayas, Army Public Schools, and Reliance Foundation Schools. These efforts aim to integrate digital creativity and AI skills into the K–12 curriculum. 

Adobe also announced advancements in its AI technology portfolio. New Firefly AI models will enhance text-to-image and video capabilities, while the integration of Agentic AI into Creative Cloud and Acrobat is expected to streamline workflows. A content authenticity app, currently in public beta, has been introduced to allow creators to attach verifiable credentials to their digital work. India hosts Adobe’s largest workforce outside the United States, with over 8,500 employees across five campuses. The company plans to expand further with the establishment of a new office in Noida, Uttar Pradesh, by early 2026.

Tags: AdobeWAVES Summit 2025World Audio Visual & Entertainment Summit

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PM Modi Champions India’s ‘Orange Economy’ as Ambani Projects $100 Billion Entertainment Sector in the Waves Summit

Observenow Desk

Prime Minister Narendra Modi inaugurated the World Audio Visual and Entertainment Summit (WAVES) 2025 at the Jio World Convention Centre in Mumbai, highlighting India’s emergence as a global hub for the ‘Orange Economy’ – a term encompassing the creative sectors of content, creativity, and culture. ​

In his keynote address, PM Modi emphasized the transformative potential of India’s creative industries, stating, “We are witnessing the growth era of the Orange economy. The three pillars of the Orange economy are content, creativity, and culture.” He noted that India is rapidly becoming a center for film production, digital content, gaming, fashion, music, and live concerts, contributing significantly to the nation’s GDP.

Mukesh Ambani, Chairman of Reliance Industries, projected a robust growth trajectory for India’s media and entertainment industry, estimating its expansion from the current $28 billion to over $100 billion within the next decade. ​

The event attracted a stellar lineup of Bollywood stars and industry leaders, including Shah Rukh Khan, Aamir Khan, Ranbir Kapoor, Rajinikanth, Deepika Padukone, and Akshay Kumar. “I still believe the call of the day is a lot more theatres, small theatres in small towns, cheaper theatres so that we can show more films to people in every corner of the country,” Said Shahrukh. Meanwhile, Deepika Padukone looked back at her 18-year-long entertainment journey and said, “Today, when I look back at the journey… For an 18-year-old to move to a big city… It was a big decision to make. Those little things, having to navigate life with trial and error. Overall, when I look back, I say not bad, well done. I am actually going to tell myself I have done pretty well. You don’t really sit back and look at the journey. I don’t celebrate the moments too much. I look at things in a straightforward way,” 

Global media and technology giants, investors, and policymakers also participated, all converging to celebrate and shape the future of the global creative economy under the theme “Connecting Creators, Connecting Countries.” ​WAVES 2025 aims to foster partnerships, enhance intellectual property protection, encourage innovation, and strengthen industry collaboration, positioning India as a global leader in the media and entertainment sector. ​

The summit, running from May 1 to 4, 2025, serves as a significant milestone in India’s journey to becoming a powerhouse in the global creative economy.

Tags: Ambani ProjectMukesh AmbaniOrange EconomyPM ModiPrime Minister Narendra ModiReliance IndustriesWAVES SummitWorld Audio Visual and Entertainment Summit

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Indian Startups Secure Over $450 Million in Funding Between April 7–12, 2025

Observenow Desk May 1, 2025

In a significant boost to India’s startup ecosystem, 24 startups across diverse sectors collectively raised over $450 million in funding during the week of April 7 to April 12, 2025. This marks a notable increase from the previous week’s total of $349 million, highlighting growing investor confidence in the country’s entrepreneurial ventures.

Leading the funding charts was GreenLine Mobility Solutions, an Essar Group venture, which secured $275 million to expand its fleet of liquefied natural gas (LNG) and electric trucks. The investment will also support the establishment of a nationwide network of 100 LNG refueling stations, EV charging stations, and battery-swapping facilities. This initiative aims to reduce carbon emissions by up to 1 million tonnes annually, aligning with India’s sustainability goals.

Juspay, a fintech startup, went on to raise $60 million, demonstrating the industry’s ongoing appeal to investors. EaseBuzz ($30 million), Noise ($20 million), and Innovist ($15.8 million), the parent firm of Bare Anatomy, were among the other noteworthy fundraisers.

New businesses also made great progress. Sadbhav Future Tech raised $4.18 million in a pre-IPO financing, while semiconductor company CalligoTech raised $1.1 million in a pre-Series A round. Vimaano, a nanotech startup, received $3 million in seed funding, while InnerGize, a wellness company, received $760,000. The AI-powered teaching platform SigIQ AI earned $9.5 million in venture funding, while the fashion firm Outzidr raised $3.5 million.

Bower School of Entrepreneurship ($1.33 million), DevOps platform Scoutflo ($160,000), B2B marketplace Amicco ($1 million), D2C brand Eat Better Co ($2 million), snack brand Let’s Try ($2.5 million), spiritual tech startup Bhagva ($1 million), trade enablement platform Xindus ($10 million), CADRE ODR ($200,000), and social entertainment platform Eloelo ($13.5 million) are among the other startups that received funding.

During the week, there were also strategic mergers and acquisitions. The purchases of MissMalini Entertainment by Creative fuel and Carmel Classes and Carmel Tuitions by Arihant Academy demonstrate the trend toward consolidation in the media and education sectors.

This surge in funding across several industries reflects the vibrant nature of India’s startup culture and investors’ increasing interest in supporting innovative solutions that meet a variety of market demands.

Tags: FUNDINGIndian Startups

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Technology

Restroworks Introduces RestroNext CX Suite to Transform Restaurant Guest Experiences

Observenow Desk

Restroworks, a global leader in cloud-based restaurant technology, today announced the launch of the RestroNext CX Suite – an all-in-one customer experience platform designed to transform how restaurants connect with guests in a digital-first world. The suite introduces a comprehensive range of solutions, including Self-Service Kiosks, QR Code Ordering, Online Ordering Websites, and Branded Food Delivery Applications.

Built to meet the needs of fast-growing and dynamic restaurant brands, the RestroNext CX Suite offers seamless and customizable ordering experiences – whether in-store, online, or via mobile apps. It is fully hardware-agnostic, enabling deployment on existing infrastructure without the need for heavy capital investment, ensuring a faster, more cost-effective path to digital transformation.

From kiosk-based self-ordering to direct-to-consumer digital storefronts, the suite empowers restaurants to deliver faster service, streamline operations, and take full ownership of guest relationships.

According to a recent Deloitte report, 60% of diners express a preference for self-ordering technology with intuitive UI and built-in payment, which lets diners quickly and easily order their food. Guests can select exactly what they want, with customization options sent directly to the kitchen, enabling restaurants to increase their average check size by offering upgrades and add-ons with every order.

The RestroNext CX Suite features:

  • RestroGO – Self-Service Kiosk:
    Drive faster service and kitchen efficiency with kiosks that route orders straight to the kitchen, helping optimize back-of-house operations.
  • RestroSCAN – QR Code Ordering:
    Enable guests to browse, customize, and place orders directly from their table via QR codes or tablets, eliminating wait times and delivering a personalized experience.
  • RestroWEB – Online Ordering Website:
    Build a branded, commission-free ordering site with a fully customizable storefront to drive direct sales and maximize profitability.
  • RestroAPP – Food Delivery Application:
    Launch a native iOS and Android application to manage in-house delivery, loyalty programs, and customer engagement – eliminating third-party dependency.Ashish Tulsian

Commenting on the launch, Ashish Tulsian, Co-founder and CEO of Restroworks, said: “Technology is no longer just a support function for restaurants—it’s the backbone of modern-day restaurant operations. From streamlining last-mile logistics to enhancing the guest experience, digital transformation is fundamentally reshaping the industry. The launch of the RestroNext CX Suite is a pivotal step in our mission to equip restaurant brands with a unified, end-to-end platform—one that seamlessly supports both back-of-house efficiency and guest-facing digital ordering. With RestroNext, restaurants can fully own the customer journey, protect their margins, and build a stronger digital identity.”

Recently, Restroworks cemented its market leadership and was named one of the category leaders in Restaurant Management Software by Gartner Digital Markets. The company achieved over 80% year-over-year growth in 2024-2025, serving 23,000 restaurants across more than 50 countries.

Over the last five years, Restroworks has made significant investments in expanding its global presence in the US, the Middle East, Latin America, and Southeast Asia. The company also invested in high-quality infrastructure and upgraded security compliance to provide a scalable, enterprise-grade cloud platform for multi-national restaurant chains. Restroworks is certified with ISO 27001, ISO 27017, ISO 27701, SOC1 Type 2, SOC 2 Type 2, and GDPR compliant.

Tags: Ashish TulsianRestroNext CX SuiteRestroworks

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Education

Dr. Raj Singh appointed as the Vice Chancellor at Bennett University

Observenow Desk

Dr. Raj Singh, ex-Vice Chancellor of JAIN (Deemed-to-be University), is all set to embark on his new journey as the Vice Chancellor at Bennett University. The announcement came in May 2025 through Singh’s LinkedIn, where he shared that his term with Jain University, where he worked for the last five years, ended on 30th April 2025. 

Dr. Raj Singh brings over four decades of experience in education and administration, having previously served as Vice Chancellor at institutions such as G D Goenka University, Amity University (Jaipur and Gwalior), and as Pro-Vice Chancellor at Amity University NOIDA. He is recognized for his innovative approach to higher education, including the development of transdisciplinary, project-centric learning models and the integration of research and industry partnerships to address global needs. His contributions have been acknowledged with the Peter Drucker Memorial Award 2020 and the LOSD Excellence Award for Educational Governance 2023.​

Dr. Singh expressed enthusiasm for the adventure ahead when he announced his new position. ​In a statement, Dr. Singh reflected on his time at JAIN University, expressing gratitude for the opportunities to engage in learning, innovation, enrichment, and networking, which coincided with the implementation of the National Education Policy (NEP) 2020. Dr. Singh highlighted his involvement in major events at JAIN University, including the hosting of the Khelo India University Games in 2022. He believed that his tenure as one of the most fulfilling in his over 15 years of experience as a Vice Chancellor, extending profound thanks to his colleagues and students for their support.

As Dr. Raj Singh transitions in his career, his journey stands as a testament to visionary academic leadership and dedication to transformative education. Now stepping into a new role at Bennett University, he brings with him a wealth of experience and a forward-looking mindset. His proven track record of building collaborative ecosystems between academia, industry, and research will likely be a strong asset to Bennett University’s vision of excellence.

Grateful for the support he received in his previous role and optimistic about the future, Dr. Singh embraces this new chapter with humility and purpose. As he joins the Bennett community, the academic fraternity will be keenly watching the impact of his leadership in shaping the university’s future trajectory.

Tags: Bennett UniversityDr. Raj Singh

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Technology

IBM Commits $150 Billion to U.S. Tech Innovation Over Five Years

Observenow Desk

IBM has announced a substantial investment of $150 billion in the United States over the next five years, aiming to bolster the nation’s leadership in advanced computing technologies. This initiative focuses on enhancing domestic manufacturing and research capabilities, particularly in mainframe and quantum computing. 

A significant portion of this investment, exceeding $30 billion, is allocated to research and development efforts. The goal is to advance IBM’s American manufacturing of mainframe and quantum computers, ensuring that the company remains at the forefront of technological innovation. IBM’s mainframes, produced in Poughkeepsie, New York, play a critical role in global financial transactions, with over 70% of the world’s transaction value processed through these systems. The company’s commitment to manufacturing these systems domestically underscores its dedication to supporting the U.S. economy and technological infrastructure. 

In addition to mainframes, IBM operates the world’s largest fleet of quantum computer systems. The company plans to continue designing, building, and assembling quantum computers in the U.S., recognizing quantum computing as a transformative technology with the potential to solve complex problems beyond the capabilities of conventional computers. 

IBM’s Quantum Network provides access to its quantum systems for nearly 300 Fortune 500 companies, academic institutions, national laboratories, and startups, with over 600,000 active users. This extensive network facilitates collaboration and innovation across various sectors, contributing to advancements in science, industry, and national security.

The company’s investment aligns with broader efforts to strengthen American manufacturing and technological leadership. By focusing on cutting-edge technologies and domestic production, IBM aims to create economic opportunities and reinforce the U.S.’s position in the global tech landscape.

IBM’s announcement reflects its longstanding commitment to American jobs and manufacturing, dating back to its founding 114 years ago. Through this significant investment, the company seeks to ensure that it remains a central player in the development and deployment of the world’s most advanced computing and AI capabilities. 

This strategic move by IBM is expected to have far-reaching implications for the U.S. economy, technological innovation, and the future of computing. By investing heavily in research, development, and manufacturing, IBM is positioning itself to drive progress and maintain its leadership in the rapidly evolving tech industry.

Tags: IBMQuantum Network

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Cybersecurity

Kaspersky Advocates for Cyber Immunity Amid Rising Global Cyber Threats

Observenow Desk

In response to the escalating landscape of cyber threats, Kaspersky, a global cybersecurity firm, is championing the concept of “Cyber Immunity” as a proactive defense strategy. This initiative emphasizes the development of inherently secure IT systems designed to withstand both known and emerging cyber threats.​

Recently, the company hosted its inaugural Cyber Immunity Conference in Dubai, bringing together cybersecurity experts, scientists, business leaders, and government officials from over 20 countries. The core aim of this conference was to explore the evolving cyber threat landscape and discuss the future of digital security, highlighting Kaspersky’s commitment to fostering a secure digital environment.

Kaspersky’s Cyber Immunity approach is rooted in the development of IT systems with built-in protection mechanisms. This methodology seeks to minimize vulnerabilities by integrating security features directly into the system architecture, thereby reducing the reliance on external security solutions. The urgency of adopting such proactive measures is underscored by recent data indicating a significant increase in cyber threats. For example, in India, Kaspersky’s Security Network reported a 54% rise in cyber threats originating from servers hosted within the country in 2024 compared to the previous year. This surge is attributed to India’s expanding data center market, which, while bolstering digital infrastructure, also presents new challenges in cybersecurity. 

Furthermore, Kaspersky’s reports reveal that over 74 million local threats were blocked in India in 2023, affecting approximately 34% of users. The risks mentioned include malicious software that targets users’ external hard drives, memory cards, and flash drives, among other devices. The company’s focus on Cyber Immunity is consistent with its overarching goal of improving cybersecurity resilience on a worldwide scale. By advocating for systems that are secure by design, Kaspersky aims to reduce the potential attack surface and mitigate the risks associated with cyber threats.​

As digital transformation accelerates across various sectors, the need for robust cybersecurity measures becomes increasingly critical. Kaspersky’s Cyber Immunity initiative represents a strategic shift towards embedding security at the core of IT systems, offering a sustainable solution to the growing challenges in the cybersecurity landscape.​

In conclusion, Kaspersky’s call for Cyber Immunity underscores the importance of proactive and integrated security measures in the face of evolving cyber threats. By fostering collaboration among industry stakeholders and promoting inherently secure system architectures, the company aims to pave the way for a more secure digital future.

Tags: cyber threatsKaspersky

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Rs 500 crores will be invested by CtrlS Datacenters in a central Indian DC

Observenow Desk

CtrlS Datacenters Ltd, a very evident player in South Asia’s data center industry, has recently announced a substantial investment of ₹500 crore to establish a 12-megawatt greenfield data center in Bhopal, Madhya Pradesh. The announcement was made during the Tech Growth Conclave 2025 held in Indore, where Madhya Pradesh Chief Minister Dr. Mohan Yadav contributed virtually in the groundbreaking ceremony.​

The future facility would be placed in the Badwai IT Park on a 5-acre plot of land that the Madhya Pradesh government has allotted. High-performance computing, AI, and data processing applications will be supported by the sophisticated cooling and security systems included in this AI-ready data center. This project is in line with CtrlS’s mission to develop technology in central India and improve India’s digital infrastructure. ​

During its staged development, the data center is anticipated to provide about 200 jobs, boosting the local economy and employment situation. The facility’s economic significance is demonstrated by its estimated ₹7.5 crore yearly contribution to the State Goods and Services Tax (SGST) and Central Goods and Services Tax (CGST) at full operating capacity. This development aligns with Madhya Pradesh’s overarching goal of becoming a premier location for high-tech investments, which is backed by initiatives like the Global Capability Centers Policy 2025 and the IT, ITeS & ESDM Investment Promotion Policy 2023. By 2047, these projects hope to create more than 50 international technological hubs and reach a USD 2 trillion economy. ​

CtrlS’s investment in Bhopal is a major step in growing its presence throughout India and solidifying its role as a major player in the country’s digital transformation process.

Tags: CtrlS Datacenters LtdDr. Mohan YadavTech Growth Conclave 2025

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