Union Budget 2026–27: Real Estate Sector Seeks Policy Support to Sustain Growth

Posted on by City Today News (City today.media)

Bengaluru, January 30, 2026:
With the Union Budget 2026–27 around the corner, the real estate sector is hopeful of policy measures that can sustain the current momentum while making homeownership more accessible and project execution smoother, said Mr. Sarveshaa SB, Chairman & Managing Director, BHADRA Group.

Sharing his expectations, Mr. Sarveshaa SB said the industry is looking for meaningful tax and GST reforms to boost buyer sentiment and developer confidence. He emphasized the need to enhance deductions on home loan interest under Section 24, along with a more rational and simplified GST structure on construction inputs and under-construction properties. Such measures, he noted, would significantly benefit first-time homebuyers and those in the affordable housing segment.

He also highlighted the importance of improving liquidity across the sector. “Easier access to institutional credit, credit guarantees for housing-focused NBFCs, and the revival or expansion of interest subvention schemes and benefits similar to Section 80EEA can play a crucial role in enabling more Indian families to own homes,” he said.

Mr. Sarveshaa SB further added that the industry is seeking clearer and more predictable capital gains taxation norms to attract long-term domestic and global investments, particularly in the premium and luxury housing segments. He stressed that granting formal ‘industry status’ to real estate, a long-standing demand, would help unlock lower-cost financing and improve overall efficiency.

A continued focus on urban infrastructure development, logistics, smart cities, and the introduction of faster, single-window digital approval systems would, he said, accelerate project timelines and promote balanced growth beyond Tier 1 cities.

“These reforms together can strengthen confidence, reduce costs, and support sustainable expansion of the real estate sector across the country,” he added.

City Today News 9341997936

Instagram or Flexagram? Rethinking Fitness Culture in the Digital Age

Posted on by City Today News (City today.media)

In recent years, social media platforms have seen a surge in content dominated by hyper-curated physiques, fitness performances, and brand endorsements tied closely to the wellness and supplement industry. While physical fitness and healthy living are undoubtedly valuable, the growing prominence of such content invites a deeper examination of the values being amplified in today’s digital public spaces.

What is frequently framed as “motivation” increasingly overlaps with aggressive marketing. Sculpted bodies are often used as tools to promote protein powders, supplements, and lifestyle products, subtly reducing the idea of health to outward appearance. This narrow portrayal can fuel unhealthy comparison, anxiety, and the pursuit of unrealistic standards, particularly among impressionable audiences.

Equally troubling is what remains unseen. Rarely do these narratives address the physical strain, mental exhaustion, disordered eating patterns, over-dependence on supplements, or the long-term sustainability of extreme fitness regimes. These uncomfortable realities seldom gain visibility, as they do not align with aspirational branding or commercial interests.

The influence on young people is especially concerning. Many are drawn into a carefully curated digital culture that glamorizes results while concealing the costs behind them. Without critical awareness, such content risks shaping harmful beliefs, where self-worth becomes tied to appearance, performance, and consumption.

“True well-being goes far beyond physical aesthetics,” said Dr. Kiran Jeevan. “It encompasses mental health, emotional balance, ethical living, social responsibility, and a sense of purpose. This is not a criticism of fitness or entrepreneurship, but a call for balance, responsibility, and ethical reflection.”

Dr. Jeevan emphasized that social media should remain a space that celebrates diverse forms of strength—both visible and invisible—and encourages dignity, integrity, and holistic human development, rather than promoting a one-dimensional and commercially driven definition of health.

City Today News 9341997936

Sammprada Hospital Empowers Taxi Drivers with Life-Saving Skills

Posted on by City Today News (City today.media)

Sammprada Hospital Trains Over 200 Taxi Drivers in Emergency First Aid on Republic Day

Bengaluru, January 29, 2026:
Sammprada Hospital marked Republic Day by participating in a community outreach programme organised by the Banashankari Taxi Drivers Association, aimed at strengthening emergency response awareness among taxi drivers in Bengaluru.

The programme saw active participation from over 200 taxi drivers and was graced by Shri L. K. Ravi Subramanya, Hon’ble MLA, Basavanagudi. Sammprada Hospital was represented by Dr. A. (Wg Cdr) Nagasubramania, who shared the dais with the Hon’ble MLA during the event.

As part of the initiative, Dr. Nagasubramania conducted a structured first-aid training session, equipping taxi drivers with essential life-saving skills required during medical emergencies involving passengers and commuters. The training focused on practical response measures for situations such as road traffic accidents, sudden medical emergencies, and trauma, enabling drivers to provide immediate assistance until professional medical services arrive.

To reinforce the importance of preparedness and timely intervention on city roads, first-aid kits sponsored by Sammprada Hospital were distributed to all participating drivers by the Hon’ble MLA.

The initiative highlighted the vital role taxi drivers often play as first responders during emergencies and emphasised the need for basic medical preparedness in public transport services. The programme also reflected Sammprada Hospital’s ongoing commitment to community health, road safety, and public awareness, particularly through preventive education and grassroots engagement.

By empowering taxi drivers with practical emergency response skills, Sammprada Hospital aims to contribute to safer roads and quicker medical intervention for Bengaluru’s commuters.

City Today News 9341997936

Happiest Diagnostics Earns Quality Endorsement, Strengthens Patient Trust

Posted on by City Today News (City today.media)

Happiest Diagnostics Secures NABL Accreditation, Strengthening Its Advanced Diagnostics Vision

Bengaluru: Happiest Diagnostics, a unit of Happiest Health, has received accreditation from the National Accreditation Board for Testing and Calibration Laboratories (NABL), marking a key milestone in the organisation’s growth and commitment to clinical excellence. The accreditation, achieved within two years of inception, underscores the early maturity of its quality systems and strong governance framework.

From the outset, Happiest Diagnostics designed and operated its laboratories in strict alignment with NABL standards, enabling a streamlined accreditation process. The organisation places consistent emphasis on accuracy, reproducibility, and traceability across all diagnostic services, with patient safety and clinical reliability at the core of its operations.

Commenting on the achievement, Ashok Soota, Chairman and Chief Strategy Officer, Happiest Health, said the milestone reinforces the company’s long-term vision of building a future-ready diagnostics platform. “This accreditation strengthens our foundation to systematically expand into molecular, genomic, and preventive diagnostics, supporting how medicine will increasingly be practiced in the coming decade,” he said.

Davis Karedan, Co-Chairman and Chief Operating Officer, noted that NABL accreditation directly enhances patient and clinician confidence. “It assures that every report is backed by rigor, consistency, and trust, while reinforcing our focus on a transparent and dependable diagnostic experience,” he said.

As part of its expansion plans, Happiest Diagnostics is developing a large reference laboratory that will nearly triple its accredited test portfolio and enable advanced and specialised testing. The organisation has also introduced Gut Microbiome Testing, using high-throughput sequencing and bioinformatics to generate clinically relevant insights into digestive, metabolic, and immune health.

Dr. Bikash Kumar Chaudhury, CEO and Senior Vice President, said the accreditation validates the strength of the company’s clinical and quality frameworks and supports its focus on delivering actionable insights for personalised and preventive healthcare.

Looking ahead, Happiest Diagnostics plans continued investments in automation, quality systems, and advanced diagnostics to build a nationally trusted diagnostic ecosystem.

City Today News 9341997936

‘Z’ Launches ‘Dilfluencer Moments’, a New Media Format to Build Brand Love at Scale

Posted on by City Today News (City today.media)


Bengaluru, India: ‘Z’, India’s leading content and technology powerhouse, has announced the launch of ‘Dilfluencer Moments’, a new omnichannel media format designed to help brands cut through advertising clutter and build stronger emotional connections with audiences across screens.

The launch comes at a time when media access has become largely democratized, allowing brands of all sizes to buy advertising inventory with ease. However, this has also led to an overload of messages, making it increasingly difficult for advertisers to stand out and create lasting impact. As attention spans shrink, marketers are now seeking ways to move beyond visibility and build genuine brand affinity.

‘Dilfluencer Moments’ addresses this challenge through character-led, moment-driven storytelling that embeds brands organically within culturally relevant narratives. Instead of interrupting audiences with traditional advertising, the format integrates brands into stories powered by ‘Z’s trusted television characters — familiar faces that already enjoy strong emotional equity in Indian households.

The format follows a television-first approach, with moments originating on TV, where consumer trust remains highest, and then extending seamlessly across digital, social, and creator platforms. This ensures consistent storytelling while enabling organic virality and scalable reach.

The initiative debuted with the ‘TumHoLovely’ campaign launched on National Girl Child Day, featuring the message: “Jab life ko leti ho lightly, toh lagti ho aur bhi lovely.” Character-driven storytelling across ‘Z’s Hindi and Marathi shows sparked widespread digital engagement, supported by a brand film featuring actor Sanya Malhotra.

The campaign delivered over 25 million impressions across television, ZEE5, and digital platforms, generated 2.5 million engagements, and triggered more than 1,000 consumer conversations. The moment travelled organically from television to social media, WhatsApp forwards, and offline discussions within 24 hours.

Commenting on the launch, Laxmi Shetty, Head – Advertisement Revenue, Broadcast & Digital, Zee Entertainment Enterprises Ltd., said that consumers are increasingly turning away from interruption-led advertising. “Dilfluencer Moments enables brands to connect through culturally earned storytelling, transforming attention into meaningful brand love at scale,” she said.

Kartik Mahadev, Chief Marketing Officer, Zee Entertainment Enterprises Ltd., added that while access to media is no longer a differentiator, affinity is. “Moments have the power to travel across platforms organically, and Dilfluencer Moments allows brands to participate meaningfully in stories audiences already care about,” he said.

With its focus on authenticity, scale, and cross-platform storytelling, ‘Dilfluencer Moments’ marks a shift in how brands engage with Indian audiences in a crowded media environment.

City Today News 9341997936