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Forrester: 24% Of Indian Brands Delivered Poorer Customer Experiences In 2021

NEW DELHI, Sept. 13, 2021 /PRNewswire/ — According to Forrester’s (Nasdaq: FORR) 2021 India Customer Experience Index (CX Index™), only four out of 29 brands managed to significantly improve their CX scores. HDFC Bank experienced the highest increase of any brand across all industries and was the only brand to rank in the excellent category. Auto manufacturers Honda and Maruti Suzuki, as well as digital retailer Amazon.com, upped their game to rise from OK to good.

Forrester’s CX Index benchmarked the CX quality of 29 brands across four industries. In 2021, all three components of CX quality — effectiveness, ease of use, and emotion — were found to be negatively affected, with scores for these factors declining across all four industries surveyed: automotive manufacturers, banks, credit card issuers, and digital retailers.
Despite investments to bolster digital interfaces, multiple lockdowns and physical restrictions throughout the year affected the ability of Indian brands to effectively serve their customers. Pandemic-related issues drove customers to reach out to firms’ contact centers, and customer service teams were unable to keep up with the increased volume. The top-performing brands in the CX Index delivered experiences that reassured customers during this time, outperforming all other brands by an average of 10 percentage points in effectiveness and 7 percentage points in ease.
To win and retain customers, companies must connect their brand promise to the customer experience. Too often, there is a gap between an aspirational brand statement and the actual customer experience that requires bridging. According to Forrester’s India CX Index data, 80% of customers say they are likely to recommend a brand when they feel happy from a good experience. Inversely, only 35% say they will recommend a brand after experiencing disappointment due to a poor experience.
“Brands that led the pack are those that used the goodwill they built with customers — their CX equity — to create experiences that reassured customers,” said Amit Bhatia, senior analyst at Forrester. “If businesses are to emerge from this global crisis, they must build experiences that help them empathetically engage with their customers. While having a digital presence can be helpful, ultimately it is the positive experiences that bolster customer loyalty. To do this well, CX professionals must have a disciplined approach to envisioning, designing, and delivering a consistently high-quality experience.”
Forrester’s CX Index methodology helps CX leaders grow revenue faster, drive higher brand preference, and charge more for their products. Forrester’s CX Index helps brands identify the key drivers of a positive CX for their customers to prioritize efforts. Even a minor improvement to a brand’s customer experience quality can add revenue by reducing customer churn and increasing share of wallet. Additionally, superior CX leads to reduced service costs and lowers the cost of customer acquisition through word of mouth.
Resources:
Read about the results of the 2021 India CX Index. Learn about the Forrester Decisions for Customer Experience service. Download Forrester’s 2021 India CX Index report (client access required). Check out how to revitalize CX measurement and prioritization.About Forrester’s CX Index
Forrester’s CX Index connects quality and loyalty measures with revenue models, giving leaders the ability to guide CX investments that produce the greatest revenue return.
About Forrester
Forrester (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We help leaders across technology, marketing, customer experience, product, and sales functions use customer obsession to accelerate growth. Through Forrester’s proprietary research, consulting, and events, leaders from around the globe are empowered to be bold at work — to navigate change and put their customers at the center of their leadership, strategy, and operations. Our unique insights are grounded in annual surveys of more than 675,000 consumers, business leaders, and technology leaders worldwide; rigorous and objective research methodologies, including Forrester Wave™ evaluations; over 52 million real-time feedback votes; and the shared wisdom of our clients. To learn more, visit Forrester.com.

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Fulfilling PM Modi’s Dream of Atmanirbhar Bharat: India’s AI Writing Startup Kreativespace Incubated at IIT Kharagpur

Kreativespace, an Indian AI-powered writing platform founded by Vinet Kakadea, has been incubated at IIT Kharagpur and recognized by SVNIT University, Ministry of Education under Bodhan AI Conclave also through the NVIDIA Inception Program, AWS Startup Program, and DPIIT under Startup India.The platform unifies 8 AI-powered writing tools, along with AI Humanizer and Message AI feature being the latest addition into a single ecosystem, so you can generate and refine content all in one place.The company reports more than 50,000+ signed-up users, 75,000+ anonymous users, and roughly 100,000 monthly website visitors, positioning itself as the only Indian company operating at scale in the global AI writing market.SURAT, India, June 19, 2026 /PRNewswire/ — Kreativespace, an AI-powered writing platform, is building out its position as the only homegrown alternative in a market long dominated by international tools such as Grammarly and QuillBot. Founded by Vinet Kakadea and incubated at IIT Kharagpur, the company has aligned its growth with the broader push behind Prime Minister Narendra Modi’s Atmanirbhar Bharat (Self-Reliant India) initiative, which encourages indigenous technology development capable of competing on a global scale.

As AI adoption accelerates across India’s education, research, and enterprise sectors, Kreativespace is among a small group of Indian startups building writing technology designed to compete directly with established international platforms.Kreativespace’s progress has been recognized by several institutions central to India’s startup and technology ecosystem. The company has been incubated at IIT Kharagpur, selected under SSIP 2.0 through SVNIT University, and chosen by the Ministry of Education to present its work at the Bodhan AI Conclave. It has also been accepted into the NVIDIA Inception Program and the AWS Startup Program, and holds DPIIT recognition under the Startup India initiative.Where many writing-tool users rely on separate subscriptions for content generation to refinement for grammar correction, paraphrasing, plagiarism checking, citation generation, and editing, Kreativespace brings these functions into a single platform as a super-app for AI writing tools. The company says its approach centers on affordability and accessibility alongside performance, aiming to make advanced AI writing assistance available to a wider range of users regardless of geography or budget.The idea for Kreativespace took shape while founder Vinet Kakadea was studying at New York University and Marymount University in the United States, where he experienced firsthand how students, researchers, and professionals often need multiple paid subscriptions to cover writing-related tasks. That fragmented experience led him to build a super-app offering each of these capabilities together, at a more accessible price point.Kreativespace combines 8 AI-powered writing tools with AI Humanizer and Message AI feature being the latest addition, allowing users to generate, rewrite, refine, and humanize content without moving between separate platforms. The product is available via web platform, mobile apps on the App Store and Google Play, browser extensions for Chrome, Mozilla, and Edge, and a Google Docs add-on.Vinet Kakadea, Founder of Kreativespace, said, “Kreativespace’s vision is to digitalize the entire Indian education ecosystem to support PM Modi’s Atmanirbhar Bharat scheme.”About KreativespaceKreativespace with the Motto of Making Writing Accessible for Everyone: Kreativespace is an AI-powered writing platform built to make AI writing tools accessible, affordable, and effective for students, researchers, educators, professionals, content creators, startups, and enterprises. Founded by Vinet Kakadea, the company is incubated at IIT Kharagpur and has been recognized by AWS Startup Program, the NVIDIA Inception Program, and DPIIT under Startup India. For more information, visit kreativespace.com.

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Times of India Launches Inaugural ‘TOI AI Quotient Awards’ to Celebrate Pioneers in AI Innovation

In collaboration with Knowledge Partner Adrosonic, the premier nomination-led platform will honor excellence, scalability, and measurable impact across India’s AI ecosystem. NEW DELHI, June 18, 2026 /PRNewswire/ — The Times of India has announced the launch of the inaugural edition of the TOI AI Quotient Awards—India’s most credible, nomination-led recognition platform celebrating excellence in artificial intelligence adoption, innovation, and impact.

Organized in collaboration with Adrosonic as the official Knowledge Partner, the awards will bring together pioneering enterprises, technology leaders, startups, innovators, and institutions that are harnessing the power of AI to drive business transformation, optimize decision-making, and enhance customer experiences.As AI becomes a core driver of competitiveness and productivity, this initiative marks the beginning of a prestigious annual celebration. The awards aim to spotlight those leveraging AI to solve complex challenges, unlock new opportunities, and deliver meaningful, scalable outcomes across sectors.Leadership Insights”The conversation around AI has rapidly moved from experimentation to execution. For modern brands, a high AI Quotient is now a boardroom priority. The TOI AI Quotient Awards will serve as India’s most credible validation platform, spotlighting the enterprises that are successfully navigating this transition to drive real business outcomes and stronger governance. We look forward to uncovering the incredible stories of human-machine collaboration that are redefining the future of Indian industry.” — Prasad Sanyal, Group Business Head – TOI, IndiaTimes, WhatsHot”AI will not replace human intelligence, it will amplify it. The organisations that succeed with AI will be those that combine technology with human judgement, domain expertise and a clear focus on business outcomes. The true measure of AI success is not how much AI is deployed, but how effectively it improves decision making and delivers measurable value. Achieving this requires clear objectives, strong governance and responsible guardrails. The TOI AI Quotient Awards celebrate organisations turning AI potential into meaningful business impact.” — Mayank, Founder & CEO, AdrosonicAward Tracks & CategoriesThe initiative features 25+ awards distributed across 4 distinct tracks: Industry, Functional AI, Maturity-based, and Special Jury Awards. Key categories include:Sector Excellence: BFSI, Retail & Commerce, Healthcare & Wellness, Travel & Hospitality, Media & Content.Functional & Strategic AI: Customer Experience, HR & Talent, Risk & Compliance.Enterprise & Impact: Social Impact, Women in AI, Legacy to AI Transformation, and Native Enterprise.To ensure absolute credibility, the evaluation matrix leverages Adrosonic’s deep technical consulting frameworks for an objective initial screening. Following a preliminary audit by the expert TOI Editorial Board, the final winners will be selected by an esteemed, independent jury comprising leading AI experts, technology pioneers, industry veterans, and business visionaries.Why Nominate Your Organization?The TOI AI Quotient Awards offer more than just recognition—they provide a premier platform for national visibility and industry-wide alignment:National Recognition: Showcase your AI-led innovations and business impact before a distinguished audience of industry leaders and decision-makers.Credible Validation: Gain elite positioning backed by TOI’s powerful media reach and Adrosonic’s technical validation frameworks.Industry Benchmarking: Measure your achievements against the rapidly evolving AI ecosystem to strengthen your market leadership.How to ParticipateIs your organization setting new benchmarks in AI adoption and implementation? Do you know an enterprise driving measurable transformation through artificial intelligence?Nominate your organization or a deserving industry leader today to secure your place among India’s most forward-thinking, AI-driven enterprises.Learn more and submit your nomination here: toievents.indiatimes.com/ai-quotient-awards 

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Santokbaa Humanitarian Award 2026 Marks 20 Years of Compassion and Service

SURAT, India, June 18, 2026 /PRNewswire/ — The Santokbaa Humanitarian Award 2026, instituted by Shree Ramkrishna Knowledge Foundation (SRKKF), the philanthropic arm of Shree Ramkrishna Exports (SRK), marked 20 years of honouring individuals who have made a lasting difference through compassion, service and leadership. The awards were presented recently in Surat.

This year’s Santokbaa Humanitarian Award was conferred on Padma Shri Dr. Gullapalli N. Rao, renowned Indian ophthalmologist and Founder-Chair of the LV Prasad Eye Institute, and Padma Shri Smt. Reema Nanavaty, development worker and Director of the Self-Employed Women’s Association (SEWA). Their work has touched millions of lives through healthcare, empowerment and community development.In a significant addition this year, SRKKF introduced the Social Entrepreneur Award to recognise leaders who combine business excellence with measurable social impact. The inaugural award was presented to Shri Srikanth Bolla, Founder of Bollant Industries, a sustainable manufacturing company known for disability-inclusive employment and environmentally responsible practices.The event was graced by Chief Guest Shri Harivansh Narayan Singh, Hon’ble Deputy Chairman of the Rajya Sabha and Guests of Honour Shri Harsh Sanghavi, Hon’ble Deputy Chief Minister of Gujarat; along with several other distinguished personalities.Established in 2006 by Shri Govind Dholakia, Founder & Chairman Emeritus of Shree Ramkrishna Exports Pvt. Ltd. and SRKKF, the award reflects the legacy of compassion and selfless values embodied by his mother, Santokbaa. Over the past two decades, it has become a platform to honour individuals whose lives and work continue to inspire society.The awardees are selected through a rigorous and transparent process led by an independent jury comprising leaders from diverse fields. The 2026 jury included Shri Govindan Rangarajan, Director, Indian Institute of Science (IISc), Bengaluru; Shri A.S. Kiran Kumar, Former Chairman, ISRO; Admiral R. Hari Kumar (Retd.), Former Chief of the Indian Navy; Shri Rishabh Shroff, Partner, Cyril Amarchand Mangaldas; and Shri Shreyans Dholakia, Entrepreneur and Brand Custodian, SRK.Addressing the gathering, Chief Guest Shri Harivansh Narayan Singh said that the SRK Foundation is carrying forward Santokbaa’s legacy to the next generation by celebrating service, sacrifice and compassion over wealth or fame. He added that the family’s effort to connect this legacy with social entrepreneurship reflects the values of nation-building.Shri Harsh Sanghavi said the Santokbaa Award reminds us that true achievement lies not only in personal success, but in bringing light and happiness to others. Shri Govind Dholakia said his mother Santokbaa spent her life guided by truth, love and compassion, and that her values continue to inspire the family’s work. He added that the award’s 20-year journey is a tribute to changemakers whose efforts have strengthened communities across the country.Speaking on the honour, Dr. Gullapalli N. Rao said it was a privilege to receive the recognition on behalf of all those working to expand access to quality eye care. He said restoring sight restores dignity and opportunity, and praised SRK’s world-class operational systems. Smt. Reema Nanavaty said the award belonged to the millions of women whose resilience and entrepreneurial spirit continue to inspire SEWA’s mission. She noted that when women are empowered, they become agents of change for their families and communities. Shri Srikanth Bolla said his journey has shown that limitations often exist more in perception than reality, and that the award is a reminder that with the right support, every individual can contribute meaningfully to society.Over the past 20 years, the Santokbaa Humanitarian Award has honoured 20 of India’s most distinguished humanitarian and social leaders, including Shri Ratan Tata, His Holiness the 14th Dalai Lama, Dr. Sudha Murty, Dr. Cyrus Poonawalla, Shri Shiv Nadar, Dr. Abhay Bang and Dr. Rani Bang, Dr. Verghese Kurien, Shri Kailash Satyarthi and Shri A.S. Kiran Kumar. With the introduction of the Social Entrepreneurship Award in 2026, the milestone celebration reaffirmed the importance of empathy, service and purposeful leadership in building a better future.About Santokbaa Humanitarian Award:Over the past 20 years, the Santokbaa Humanitarian Award has honoured 19 of India’s most distinguished humanitarian and social leaders, including Shri Ratan Tata, His Holiness the 14th Dalai Lama, Dr. Sudha Murty, Dr. Cyrus Poonawalla, Shri Shiv Nadar, Dr. Abhay Bang and Dr. Rani Bang, Dr. Verghese Kurien, Shri Kailash Satyarthi and Shri A.S. Kiran Kumar, among other eminent personalities. In 2026, SRKKF also instituted the Santokbaa Social Entrepreneurship Award, with Shri Srikanth Bolla becoming its inaugural recipient.As the Santokbaa Humanitarian Award completed a remarkable 20-year journey, the milestone celebration reaffirmed the enduring importance of empathy, service and purposeful leadership in shaping a better future. The journey endures, contributing to nation-building through compassion, innovation and service to humanity.For more information, visit: https://srk.foundation/honoursPhoto: https://mma.prnewswire.com/media/2997209/20th_Santokbaa_Humanitarian_Award_2026.jpg 

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