Global Mergers, Local Ripples: Consolidations reshape India's ad land as clients seek 'single-window' partners

We will continue acquisition-led strategy in India: Havas Chairman and CEO Yannick Bolloré

Consolidation or Collision? How ad land’s mergers create crisis of overlapping of leadership roles

Meta’s policy shift could spark 30% surge in RMG ad spending in India

Digital Entertainment Summit 2025 to debut in Delhi as India stakes its claim on the future of global media

Nobody’s Perfect Retro Porsche Ad

In Conversation With Raja Rajamannar, Mastercard

Shahid Kapoor And Varun Ganjoo Speaks On PokerBaazi's Campaign

In conversation with IHCL’s Puneet Chhatwal & GroupM’s Kate Scott-Dawkins

Why are brands including e-sports in their sports marketing itinerary?

Storyboard18 x The English Nut: How to pronounce these 10 brand names

Experts' Take On Reinvention Of Ad Campaigns Through Technology

Experts Speak On Key Emerging Trends In Cannes Lions Entries

Leaders of the future have to be outstanding human beings: Nestle MD

In conversation with VMLY&R’s Hari Ramanathan

Ever squinted at an SMS and thought, "Who sent this?" Whether it was a tempting flash sale alert or an OTP you couldn't trace, those days of guessing are now over.

Since May 6, 2025, the Telecom Regulatory Authority of India (TRAI) has rolled out a new SMS header format under its TCCCPR 2025 Amendment, bringing transparency to every commercial message you receive. In simple terms: your SMS now carries a secret identity tag that reveals where it's from and what it's about.

Also Read: <a href="https://www.storyboard18.com/how-it-works/trai-releases-draft-manual-for-rating-properties-based-on-digital-connectivity-65867.htm">TRAI releases draft manual for rating properties based on digital connectivity</a>

The Formula

[Network][State]-[Brand]-[Type]

Each SMS now ends with one of these codes:

-P = Promotional (sales, offers, marketing campaigns)

-S = Service (app updates, appointment reminders)

-T = Transactional (bank OTPs, alerts)

-G = Government (official messages from govt departments)

Examples: 

- VM-BANK-T: Vodafone India, Maharashtra, Bank Header, Transactional.

- KA-ZOMATO-S: Karnataka network, Zomato, Service. Translation: Your food is almost here.

- VM-BLUDRT-S - Vodafone India, Maharashtra, Blue Dart, Service

What’s changed?

- Suffixes are now mandatory

All SMS headers (also known as sender IDs) must now carry the type-specific suffix, so you know whether it’s a transaction or a tempting deal. This suffix is auto-added based on your sender template registered on the DLT (Distributed Ledger Technology) platform.

- Service explicit category = Retired

The previously grey area called “Service Explicit” has been eliminated. All messages under this are now considered Promotional (-P) by default.

- Nothing for users to do

You don’t have to lift a finger. The suffix tagging and template updates are handled automatically by telecom providers and bulk SMS vendors.

- Brand headers stay the same

Businesses can still use their original sender names like NYKAA, ICICIBANK, or ZOMATO—with the type suffix simply added on.

Bonus: More protection from spam

Starting April 11, 2025, TRAI has also introduced:

- 7-day complaint window (extended from 3 days) for reporting spam or UCC (Unsolicited Commercial Communication).

- Tighter controls on rogue 10-digit numbers and unregistered telemarketers. Now, complaints can be filed even if the number isn’t part of an official registry.

What should you do?

Absolutely nothing. The changes are all backend-based. Whether you're a user or a business, the SMS ecosystem just got cleaner, clearer, and more accountable—without you lifting a finger.

Why it matters?

TRAI’s updated format is more than just a new naming convention—it’s a step towards a safer, smarter communication system. It demystifies your messages, curbs spam, and makes sure you know who’s talking to you—and why.

So the next time you see "GJ-MEESHO-P" or "TN-SBI-T", you'll know exactly what’s knocking on your inbox.

Also Read: <a href="https://www.storyboard18.com/how-it-works/trai-responds-to-dots-back-reference-reasserts-mandatory-digital-ratings-for-in-building-connectivity-66911.htm">TRAI responds to DoT's back-reference; reasserts mandatory Digital Ratings for in-building connectivity</a>

Why your SMS now looks like a code: TRAI's new message format, explained

The Bombay High Court has upheld the Trade Marks Registrars' decision to deny inclusion of TikTok in India's official list of "well-known" trademarks, citing the Government of India's ban on the app over national security concerns as a relevant and justified factor, according to media reports.

The Court found no fault with the Registrar's reliance on the government ban while evaluating TikTok's application under Rule 124 of the Trade Marks Rules, 2017. “These are serious matters, which cannot be ignored,” the Court observed, referring to the government's ban citing threats to India's sovereignty and integrity, national defence, and public order.

Also Read: <a href="https://www.storyboard18.com/how-it-works/meta-and-tiktok-challenge-supervisory-fee-in-major-eu-court-69865.htm">Meta and TikTok challenge supervisory fee in major EU court</a>

TikTok, which already holds a registered trade mark in India, had sought enhanced statutory protection under the "well-known" category - status that affords broader safeguards against infringement, the report added.

However, its application was denied by the Registrar on October 31, 2023, a decision TikTok subsequently challenged in the High Court. In its petition, TikTok argued that the Registrar's order was vitiated by non-application of mind and a legal error. The company contended that the Registrar mistakenly relied on Section 9 of the Trade Marks Act (which deals with absolute grounds for refusal of registration), when only Section 11 - covering recognition of well-known marks - was applicable.

The petitioner further claimed that the decision was based solely on press reports and official statements regarding the ban, without duly considering the statutory factors prescribed under Section 11(6) to (9). TikTok also cited Section 11(9), which clarifies that actual use or current operation in India is not a pre-requisite for a mark to be recognized as well-known.

The Court pointed out that the Registrar had appropriately considered official government actions under the Information Technology Act and allegations related to data misuse, morphed images, and cyberbullying, the report added. 

Moreover, the Court reiterated that Section 11(6) allows the Registrar to consider “any fact deemed relevant” in determining whether a mark qualifies as well-known. Granting enhanced protection to TikTok’s mark in light of the ongoing ban would be incongruous, the Court suggested.

“Since the said mark is already a registered trade mark in India, it does enjoy all statutory protection… but inclusion in the list of well known marks obviously gives added protection,” the Court observed.

Also Read: <a href="https://www.storyboard18.com/brand-marketing/tiktok-fined-530-million-euros-by-eu-privacy-watchdogs-over-china-data-transfer-case-64285.htm">TikTok fined 530 million euros by EU privacy watchdogs over China data transfer case</a>

Given that the ban on TikTok remains in force and has not been overturned by any competent authority or court, the High Court concluded that the Registrar’s decision was legally sound. As a result, TikTok’s plea for “well-known” status was dismissed.

Bombay HC denies TikTok's plea for 'well-known' trademark status 

Meta Platforms and TikTok have escalated their legal battle against European Union tech regulators, challenging the supervisory fee imposed on them under the Digital Services Act (DSA) in Europe's second-highest court on Wednesday, Reuters reported.

Under the DSA, enacted in 2022, the European Commission charges 18 major tech companies, including Meta and TikTok, a supervisory fee equating to 0.05% of their annual worldwide net income. This fee in intended to fund the Commission's oversight and ensure compliance with the digital rules.

Also Read: <a href="https://www.storyboard18.com/digital/metas-agi-ambitions-intensify-as-zuckerberg-bets-big-on-scale-ai-talent-69785.htm">Meta’s AGI ambitions intensify as Zuckerberg bets big on scale AI talent</a>

Meta argued that while it does not oppose paying a fair share, it strongly objects to how the Commission calculates the fee. According to Meta's lawyer, Assimakis Komninos, the Commission wrongly based its levy on the group's total revenue instead of focusing specifically on the subsidiary directly regulated.

Komninos described the method as opaque and "absurd," adding that the company still doesn't clearly understand how the fee amount was determined, the report added.

TikTok echoed these criticisms. Bill Batchelor, representing ByteDance-owned TikTok, argued the Commission's approach employed inaccurate data, discriminatory practices, and even double-counted user figures. 

TikTok also accused regulators of exceeding their authority by setting a fee cap based on group profits rather than individual platform performance.

Responding to these claims, European Commission lawyer Lorna Armati defended the use of group profits, emphasizing that consolidated financial accounts reflect the broader resources available to a company. Armati maintained that the methodology was transparent, compliant with legal standards, and fair, the report added.

The General Court of the European Union is expected to deliver its judgment on the case next year.

Also Read: <a href="https://www.storyboard18.com/brand-marketing/tiktok-fined-530-million-euros-by-eu-privacy-watchdogs-over-china-data-transfer-case-64285.htm">TikTok fined 530 million euros by EU privacy watchdogs over China data transfer case</a>

Meta and TikTok challenge supervisory fee in major EU court

The Karnataka government on Wednesday held the Royal Challengers Bengaluru (RCB) franchise and the Board of Control for Cricket in India (BCCI) directly responsible for the stampede outside M Chinnaswamy Stadium that claimed 11 lives earlier this month, according to media reports.

During a high-stakes hearing in the Karnataka High Court, the state government said that RCB, in their excitement over reaching the IPL finals, failed to obtain the necessary permissions and instead "invited the whole world" through social media promotions, the report added.

Also Read: <a href="https://www.storyboard18.com/special-coverage/rcb-victory-celebrations-marred-by-stampede-in-bengaluru-11-feared-dead-68837.htm">RCB victory celebrations marred by stampede in Bengaluru; 11 feared dead</a>

The court was hearing a batch of petitions filed by four individuals, including RCB's marketing head Nikhil Sosale, who have challenged their arrests in connection with the tragic incident.

Advocate General Shashi Kiran Shetty, representing the state, told the court that RCB had merely informed authorities of their plan and had not sought formal approval. 

"On June 3, just an hour before the match began, they submitted a representation saying they ‘shall’ organise a victory parade. This was not a permission request—it was a mere intimation," Shetty told the court, the report added.

He added that the only official communication came from the Karnataka State Cricket Association (KSCA), not directly from RCB or BCCI. Meanwhile, RCB pushed out social media promotions starting late on June 3, continuing into the early hours of June 4. "It was as if they invited the whole world," Shetty told the court, noting that a crowd of 3.5 to 4 lakh people gathered outside the stadium - designed to hold just 33,000.

Also Read: <a href="https://www.storyboard18.com/special-coverage/bengaluru-stampede-rcb-executive-challenges-arrest-in-stampede-case-alleging-procedural-lapses-69227.htm">Bengaluru stampede: RCB executive challenges arrest in stampede case, alleging procedural lapses</a>

Despite the surge in attendance, Shetty pointed out that the franchise never clarified who would be allowed entry.

The state government further highlighted an agreement between RCB and BCCI, which made them fully responsible for managing entry gates, ticketing, and overall event security. Clarifying confusion over a supposed tripartite agreement, Shetty informed the court that no such deal involving event management company DNA Entertainment Networks or the government existed.

He alleged that RCB tried to project the event as a government-organized function to deflect blame. He added that RCB mentioned free passes but never explained entry protocols. "They have come to this court with unclean hands,” he said, accusing the franchise of misleading the judiciary, the media report added.

As part of the stampede fallout, the Criminal Investigation Department (CID) has now taken over the probe. 

Shetty told the court that although the formal handover took time, the High Court had already been informed. Several police officials have since been suspended, and a new police commissioner has been appointed. The court is currently reviewing documentation related to that appointment.

Also Read: <a href="https://www.storyboard18.com/special-coverage/rcb-marketing-head-nikhil-sosale-arrested-over-bengaluru-stampede-tragedy-69120.htm">RCB marketing head Nikhil Sosale arrested over Bengaluru stampede tragedy</a>

Bengaluru stampede: BCCI, RCB 'invited the whole world', Karnataka govt tells HC

U.S. District Judge Yvonne Gonzalez Rogers ruled on Monday that a proposed class action lawsuit accusing the tech giant of secretly collecting personal information from Chrome users could not move forward as a group case, Reuters reported.

The judge agreed with Google's argument that whether individual users consented to data collection must be evaluated on a case-by-case basis.

Also Read: <a href="https://www.storyboard18.com/how-it-works/google-ceo-sundar-pichai-to-testify-in-google-search-antitrust-trial-63985.htm">Sundar Pichai to testify in Google search antitrust trial</a>

"Inquiries relating to Google's implied consent defense will overwhelm the damages claims for all causes of action," Judge Rogers wrote in her decision, issued in Oakland, California. She dismissed the proposed damages class action with prejudice - meaning it cannot be refiled - and also barred Chrome users from seeking policy changes as a group.

The case entered on claims that Google trackers users' personal information even if they had opted not to synchronize their Chrome browsers with their Google accounts, the report added.

Plaintiffs pointed to Chrome's privacy notice, which stated users "don't need to provide any personal information to use Chrome" and that Google would only collect such data if they "sync" function was enabled.

Also Read: <a href="https://www.storyboard18.com/brand-makers/sundar-pichai-explains-why-human-coders-still-have-the-edge-over-ai-69385.htm">Sundar Pichai explains why human coders still have the edge over AI</a>

The decision follows an August ruling by the 9th U.S. Circuit Court of Appeals, which had directed Rogers to consider whether reasonable users of Chrome consented to data collection during their browsing activity.

Judge Rogers is overseeing two other privacy lawsuits against the Mountain View, California-based company, though she noted the claims in those cases differ "significantly" from the dismissed Chrome class action.

The case also arrives in the broader context of increasing legal challenges to Google’s data practices. Last year, the company agreed to delete billions of records to settle a separate lawsuit alleging it tracked users even in Chrome’s supposedly private "Incognito" mode, the report added. 

Also Read: <a href="https://www.storyboard18.com/digital/google-antitrust-trials-openai-expresses-interest-in-acquiring-chrome-should-google-be-forced-to-sell-62920.htm">Google antitrust trials: OpenAI expresses interest in acquiring Chrome, should Google be forced to sell</a>

Judge blocks class action in Google Chrome privacy lawsuit

Eli Lilly's weight-loss drug Mounjaro is seeing a strong early response in India, just three months after its launch in March 2025, according to media reports.

According to Winselow Tucker, Eli Lilly's top executive in India, the company is witnessing "encouraging" demand and is actively ramping up collaborations with healthcare providers to tackle the twin epidemics of obesity and diabetes, the report added.

India, home to over 101 million diabetics and an estimate 100 million obese individuals, presents a massive market for weight-loss therapies like Mounjaro. The drug enters a competitive space as Novo Nordisk prepares to launch its own blockbuster, Wegovy, soon.

What is Mounjaro?

Mounjaro is an injectable prescription medicine approved in India for:

- Improving blood sugar (glucose) in adults with type-2 diabetes.

- Assisting with weight loss in adults with a Body Mass Index (BMI) above 30 (obese), or between 27-30 with at least one weight-related health condition.

- It is to be used along with a reduced-calorie deficit meal plan and increased physical activity under medical supervision.

The drug works by stimulating insulin production as needed, reducing glucose production by the liver, and slowing digestion, which prolongs satiety and helps with weight loss.

How much does it cost in India?

- 2.5 mg vial: Rs 3,500

- 5 mg vial: Rs 4,375

- Monthly therapy can cost between Rs 18,000 and Rs 22,000, depending on the dosage.

Performance so far

Since launch on March 21, 2025, Mounjaro has sold over 81,000 vials in India. According to Pharmatrac data:

- Sales reached approximately Rs 23.94 crore from March to May.

- Monthly sales have trebled since launch.

Eli Lilly does not publicly comment on prescription volumes or internal sales data, according to reports.

The road ahead

As Novo Nordisk’s Wegovy prepares for entry, competition will intensify in the premium weight-loss therapy space in India. However, Eli Lilly is betting on clinical outcomes and doctor engagement to drive adoption. Tucker said the company is focused on educating healthcare professionals and patients about the importance of addressing obesity and diabetes in tandem - a strategy that could help Mounjaro maintain its first-mover advantage, media reports added.

Disclaimer:
This article is intended for informational purposes only and should not be considered medical advice. For more information on obesity, diabetes, and approved treatments such as Mounjaro, please consult qualified healthcare professionals and refer to official health portals.

Here's why Eli Lilly's Mounjaro is the talk of the town - What is it and how does it work

The Maharashtra Food and Drug Administration (FDA) has ordered a Blinkit-affiliated dark store in Pune to immediately cease food-related operations after discovering that it was operating without a mandatory food safety license.

According to media reports, the crackdown comes as regulatory scrutiny of backend operations in India's booming quick commerce sector reaches a new high.

Also Read: <a href="https://www.storyboard18.com/brand-makers/zepto-ceo-aadit-palicha-alleges-smear-campaign-by-rival-cfo-amid-quick-commerce-showdown-67195.htm">Zepto CEO Aadit Palicha alleges smear campaign by rival CFO amid quick commerce showdown</a>

The facility, located near Mitcon College in Balewadi and operated by M/s Energy Darkstore Services, was inspected on June 5 following a customer complaint about food safety standards.

FDA officials found that the warehouse was actively storing and distributing packaged food items - some in bulk - without the license mandated under the Food Safety and Standards Act, 2006.

A formal notice reviewed by Moneycontrol reveals that the Joint Commissioner (Food) directed the operator to immediately halt all food operations until a valid license is obtained, warning of legal action in case of non-compliance.

The FDA's inspection report listed several troubling lapses:

- No traceability of distributed food items.

- Unhygienic storage conditions with food particles on the floor.

- Workers handling food without proper headgear.

- No food safety inspection certificates for staff.

- Cold storage units lacking calibration documentation.

- Absence of employee safety training records.

Although the vendor had submitted a license application, no approval had been granted as of the inspection date.

M/s Energy Darkstore Services serves as one of Blinkit's last-mile warehousing and fulfilment partners. The incident highlights the challenges facing the quick commerce industry, which is racing to expand dark store networks to meet surging demand for 10-20 minute deliveries. Blinkit's user base is now approaching the scale of its parent Zomato's core food delivery business. Blinkit did not respond to detailed queries, the report added.

This action comes barely a week after the Maharashtra FDA suspended the food business license of Zepto’s parent company, Kiranakart Technologies Pvt Ltd, over major violations at its Dharavi dark store in Mumbai. Inspectors found food with fungal growth, poor hygiene with goods stored near stagnant water, expired items improperly segregated, and cold storage temperatures outside regulatory limits.

Also Read: <a href="https://www.storyboard18.com/how-it-works/maharashtra-fda-suspends-zeptos-food-license-over-safety-violations-68285.htm">Maharashtra FDA suspends Zepto's food license over safety violations</a>

Dark stores under the scanner: Maharashtra FDA flags Blinkit warehouse for food safety violations

Artificial intelligence-powered tools such as ChatGPT and Gemini are advancing quickly, and the latest wave of agentic AI tools is now targeting specific white-collar roles.

The trend kicked off earlier this year when OpenAI introduced its Deep Research agent, capable of performing tasks traditionally handled by entry-level research assistants.

Also Read: <a href="https://www.storyboard18.com/how-it-works/explained-what-is-agentic-ai-and-why-its-a-big-leap-from-generative-ai-69159.htm">Explained: What is 'Agentic AI' and why it's a big leap from generative AI</a>

This was soon followed by CodeX, OpenAI's software engineering agent, and Google's own coding agent, Jules, which debuted at Google I/O 2025.

The rapid evolution of these tools has sparked warnings about potential job losses. Anthropic CEO Dario Amodei recently predicted that 50% of entry-level white-collar jobs could disappear within the next one to five years. But Google CEO Sundar Pichai struck a more optimistic tone in a recent interview with AI researcher and podcaster Lex Fridman.

Speaking about the impact of AI on software engineering at Google, Pichai revealed that roughly 30% of all code written at Google now involves AI assistance. More importantly, he noted, this is driving meaningful gains in productivity.

“We carefully measure how much our engineering velocity has increased as a company due to AI,” Pichai said. “It’s tough to measure, but our estimates show that number is now at 10%.”

Also Read: <a href="https://www.storyboard18.com/how-it-works/sundar-pichai-pushes-back-on-ai-job-redundancy-fears-predicts-growth-69023.htm">Sundar Pichai pushes back on AI job redundancy fears, predicts growth</a>

Despite these gains, Pichai emphasized that Google plans to hire more software engineers in the near to mid-term. Rather than replacing humans, he argued, AI tools are freeing engineers to focus on more creative and strategic tasks.

"There are aspects of engineering and coding that are fun—designing, architecting, solving problems,” he said. “There’s also a lot of grunt work, and AI can help take that away, making it even more fun to code.”

Pichai also highlighted the broader potential of AI to democratize creative power: “It’ll put more creative power in people’s hands, which means people will create more. That means there will be more engineers doing more things.

Sundar Pichai explains why human coders still have the edge over AI

Foreigners hoping to visit Harvard University - including prospective and current students, faculty, employees, contractors, guest speakers, and tourists - may now find their visa applications under tighter scrutiny if they lack a social media footprint.

According to a Bloomberg report, US secretary of State Marco Rubio has issued a directive requiring consular officers worldwide to examine applicants' social media profiles, with an absence of online activity potentially grounds for visa denial.

Also Read: <a href="https://www.storyboard18.com/how-it-works/explained-the-u-s-visa-crisis-leaving-indians-in-immigration-limbo-67951.htm">Explained: The U.S. visa crisis leaving Indians in immigration limbo</a>

The directive, circulated in a classified cable on May 23, is part of what Rubio described as a pilot for broader future security measures. It comes just days after US authorities paused student visa interviews to review screening protocols for individuals deemed security risks.

In the cable, consular officers were instructed to:

- Search applicants' social media profiles

- Instruct applicants to make social media accounts public

- Treat the absence of an online presence or private profiles as potentially evasive behaviour

"Consular officers should consider whether the lack of any online presence, or having social media accounts restricted to ‘private’ or with limited visibility, may be reflective of evasiveness,” Rubio reportedly wrote.

The US State Department has not officially commented on the cable, the report added. When asked about the report on May 27, department spokesperson Tammy Bruce declined to confirm its existence but said the US would continue using "every tool" to vet visitors.

Civil liberties groups and free-speech advocates have criticised the move. Greg Lukiano, president of the Foundation for Individual Rights and Expression, called the approach “egregious and unconstitutional.” Writing in The Atlantic, he warned: “If you post on social media and say things the government doesn’t like, you can be in trouble — but also if you conspicuously don’t or try to keep them private, you can also be in trouble.”

Sofia Cope, a staff attorney at the Electronic Frontier Foundation, said the policy represents an "outrageous overreach."

“Penalising a would-be foreign student or visitor for not being active on social media or keeping their online presence shielded from the general public is an outrageous overreach by the administration,” Cope told Bloomberg.

Akshay Chaturvedi, founder and CEO of Leverage Edu, argued that the directive should not be seen as a broad attempt to curtail opportunities for international students, the report added.

“This is NOT about international students, their opportunities, their dreams etc.; this decision stems from a very specific objective, re anti-semitism that the current US Govt is targeting, which ‘happened to have’ some of the action play out on campuses,” Chaturvedi posted on X.

“There continues to be incredible respect for immigrants in the US… these are cycles, US as a destination for international students will never be out of vogue,” he added.

International students comprised 5.9% of the nearly 19 million US higher education population during the 2023-24 academic year. The country hosted over 1.1 million foreign students, with India sending the most, followed by China.

Also Read: <a href="https://www.storyboard18.com/brand-makers/u-s-court-blocks-trumps-sweeping-tariffs-says-he-overreached-his-authority-67787.htm">U.S. Court blocks Trump's sweeping tariffs, says he overreached his authority</a>

No social media? You might be denied US visa under Trump regime

Ride-hailing app Rapido has finalised a partnership with restaurants that offers significantly lower commissions than Zomato and Swiggy, people familiar with the development told in a media report. The initiative is set to go live by late June or early July, starting with Bengaluru.

According to the terms agreed with the National Restaurants Association of India (NRAI), Rapido will charge restaurants commissions ranging from 8-15% - nearly half of the 16-30% typically levied by Zomato and Swiggy. 

Rapido's model will include a fixed fee of Rs 25 on orders below Rs 400 and Rs 50 on orders above Rs 400, translating into the lower commission structure.

Also Read: <a href="https://www.storyboard18.com/how-it-works/ola-rapido-under-ccpa-scrutiny-over-advance-tipping-practices-66994.htm">Ola, Rapido under CCPA scrutiny over advance tipping practices</a>

Consumers will be able to place orders via the Rapido app, where restaurants will be listed, potentially giving smaller establishments an alternative to the high-cost models of the larger players. "This will especially help small restaurants," one of the executives involved in the discussions said, the report added.

“We’ve been in discussion with Rapido over the last few months, just as we are working closely with ONDC,” said NRAI president Sagar Daryani in the media report. “We are discussing a structure that is economically and democratically much more viable for restaurants to sustain.” Daryani also emphasised the importance of access to customer data - a long-standing point of friction between restaurants and dominant platforms.

Rapido declined to comment on the partnership when contacted, the report added. The company's bike-tax riders currently undertake food deliveries for Swiggy under a non-exclusive arrangement in select cities.

NRAI, which represents over 500,000 restaurants, is also pursuing a similar but slower-moving partnership with the government-backed ONDC network. 

Also Read: <a href="https://www.storyboard18.com/brand-marketing/ola-uber-rapido-bike-taxi-services-halted-by-karnataka-high-court-61263.htm">Ola, Uber, Rapido bike taxi services halted by Karnataka High Court</a>

Meanwhile, dissatisfaction among smaller restaurant owners with the current duopoly has been building.

“Zomato is becoming unsustainable for small restaurant owners like us,” wrote Vandit Malik, founder of The Garlic Bread, in a recent LinkedIn post. He cited the additional ₹30+ per order required to advertise and maintain visibility on the platform, leaving margins razor-thin or negative.

Similarly, another NCR-based eatery, Saffroma, went viral last week after posting on X that it was quitting Zomato over “zero payouts, mystery service charges and advertisements initiated without approval.” The post has since been deleted.

HOW IT WORKS