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The Signal Brief

At The Signal Brief, we don’t do hot takes—instead, we bring you deep dives into the ‘how’ and "why" of consumer trends. Join journalist and host Kudrat Wadhwa for a new episode every Friday.

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All Episodes

00:12:45

What Does Gold Mean to Young Indians?

The Signal Brief ·

2025/11/07

Indian households have nearly 11 percent of the world’s gold, most of it in the custodianship of women.That is more gold than what sits in the official reserves of the United States, Germany, and the International Monetary Fund combined.For centuries, gold has carried both financial and emotional weight in India. But what does it mean to young Indians today? Is it still sentimental, or is it simply another investment?And when they do buy gold, are they buying jewellery or digital tokens?Find out in

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00:11:56

Why Can't We Stop Watching Micro-dramas?

The Signal Brief ·

2025/10/31

Revenge. Secret millionaires. Justice served. No, these aren’t 80s Bollywood film plots; they’re India’s newest obsession: micro-dramas.Investors are betting big. The micro-drama market could reach five billion dollars by 2030, and venture capitalists invested 44 million dollars in the first half of 2025 alone.But beneath the hype lies a deeper story of attention, aspiration, and everyday fantasies.So why can’t we stop watching? And what do these bite-sized dramas really tell us about modern

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00:13:52

Selling Sleep to a Sleepless Nation

The Signal Brief ·

2025/10/24

Most adults need 7 to 9 hours of sleep every night. But how many of us actually get that? It’s no wonder the sleep industry is booming. It consists of everything from melatonin gummies, to “sleepy-time” teas to wearables like Oura rings. But do you really need these supplements? And how far is too far when it comes to buying sleep? We speak to doctors and consumers to find out in the latest episode of The Signal Brief.The Core produces The Signal Brief. Follow us wherever you get your favourite

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00:15:10

Vaping is Illegal in India. So Why is it Everywhere?

The Signal Brief ·

2025/10/17

In September 2019, India banned e-cigarettes with a sweeping law, the Prohibition of Electronic Cigarettes Act. On paper, the ban was complete: no manufacture, no import, no transport, no sale, no ads.And yet, six years later, vaping hasn’t gone away. A few scrolls through Instagram, or a quick search online, and you’ll find vapes with flavours like blueberry, lemon, mint and rose. The government says vaping is a gateway into cigarettes and harder drugs, that it will trap a new generation in

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00:15:02

Is the H1-B Visa Still Worth It?

The Signal Brief ·

2025/10/10

For decades, Indian professionals have chased the ‘American Dream’. At the centre of it all sits the H-1B visa, the pass that lets you live and work in America, and eventually apply for a green card.But that dream is looking shaky. On September 19th, US President Donald Trump signed a proclamation adding a one-time fee of 100,000 dollars to every new H-1B application. For young Indians hoping to build their lives abroad, this changes everything. So what happens to the ‘American Dream’ now? In this

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00:13:11

Why Did India Fall Out of Love With Smartwatches?

The Signal Brief ·

2025/10/03

In 2019, Apple Watches outsold the entire Swiss watch industry by volume. But in India, the boom came after the pandemic, when fitness tracking became a craze among consumers. Brands like Noise, boAt and Fire-Boltt sold watches for just a couple of thousand rupees. By late 2022, India had even overtaken North America as the biggest smartwatch market.Now the shine is fading. In the second quarter of this year, smartwatch shipments in India fell by 28.4% year on year — their sixth straight decline,

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00:13:09

The Hype and Hard Truth of Studying in Germany

The Signal Brief ·

2025/09/26

Just last week, the US slapped a $100,000 fee on new H-1B visa applicants. This is one of many moves that's turning Indian students away from the US and UK. But there’s a new destination rising: Germany.According to consultancy Upgrad, only 13% of surveyed students applied to study in Germany back in 2022. By 2024, that number jumped to 32%.So what’s pulling Indians toward Germany? Find out in the latest episode of The Signal Daily.The Core produces The Signal Daily. Follow us wherever you get

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00:14:00

Are Smart Meters Really Making Bills Soar?

The Signal Brief ·

2025/09/19

Electricity theft is a huge issue in India. To curtail losses, and to update the country’s infrastructure, the Indian government launched Smart Meter National Programme (SMNP) in 2017. Its goal was to replace 25 crore conventional meters with smart meters by March 31, 2026. But, by mid-July, power entities had installed only 2.41 crore smart meter units, according to government data. That’s just 10% of India’s 25-crore-meter target for 2026. A recent survey found that low consumer awareness is one

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00:16:11

India’s Supplement Frenzy: Health Fix Or Just Hype?

The Signal Brief ·

2025/09/12

India’s supplement industry is booming right now. Conservative estimates say that this industry is growing at a CAGR of 11%, but some experts even place its growth rate at 16-18%. Supplements as a concept isn’t new, but what is new is that new-age brands are packaging their products in a stylish way. Rather than selling straight up tablets, they sell effervescent tablets, gummies and even multivitamin ice-creams, for instance. Moreover, they’re also leveraging social media and are marketing their

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00:15:58

The Catch Behind India's Co-living Boom

The Signal Brief ·

2025/09/05

Finding a home on rent is challenging. Many landlords have arbitrary rules. They say they’ll only rent to couples or families, or people with certain jobs. As more young people move to cities to study and work, they need housing. Enter: co-living spaces. These are shared living environments, where a professional company manages your daily chores, housekeeping and even cooking for you.Reports say that the co-living market in India was worth 4,000 crore rupees in May 2025. And that it will grow by 5

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00:12:08

India’s Real Money Gaming Ban and What Comes Next

The Signal Brief ·

2025/08/29

On August 22, the Indian Parliament passed the 'Promotion and Regulation of Online Gaming Bill'. After getting the President's assent, it became law. This law bans all real-money gaming, skill and chance-based. While many support this bill, there’s dissenting voices too. People say that lawmakers passed it too quickly and didn’t invite public opinion. The government says that real money gaming is dangerous to India’s youth – in his Lok Sabha speech, Minister Ashwini Vaishnaw said that each year, 450

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00:17:55

Worried About E20? What It Means for Your Car and the...

The Signal Brief ·

2025/08/22

India is an energy-insecure country. Last year, the country imported 87.7% of the crude oil it consumed. To change that, the government introduced blended petrol in 2018. At first, it was petrol with 10% ethanol. By the end of 2025, the government will roll out petrol with 20% ethanol. In fact, in July, the Road Ministry published draft norms and sought feedback on allowing manufacturers to make 100% ethanol-fueled vehicles. But, auto-owners say they feel shortchanged. They’ve noticed that their

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00:13:07

What You Need to Know About CIBIL Scores

The Signal Brief ·

2025/08/14

Earlier this year, it was reported that a man didn’t get hired because of his poor CIBIL score. Another person was about to get married, but when the bride’s uncle checked his CIBIL score, the uncle decided to call off the wedding. Today, your CIBIL score isn’t just a number, it’s your financial reputation. Still, many Indians aren’t aware of what their CIBIL scores are. A YouGov and CRED survey of over 5000 Tier 1 city respondents with at least one credit card found that 40% of surveyors were

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00:16:34

Inside the US Student Visa Crisis of 2025

The Signal Brief ·

2025/08/08

Indian students form 27% of the international student body in the US. The US has some of the world’s best universities, with top resources and faculty. Even though studying there is expensive, many Indian students still aspired to go abroad. They’d apply for education loans and aim to get a high-paying job to pay those back.But, that could change now. The Trump administration has been deporting students in the US. They also stopped accepting appointments for several weeks, and are now scrutinising

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00:16:12

The Do’s and Don’ts of Weight-loss Drugs

The Signal Brief ·

2025/08/01

Next year, Novo Nordisk’s patents for semaglutide — the key ingredient in weight-loss drugs Ozempic and Wegovy — will expire in India. Indian pharmaceutical companies are already racing to develop generic versions.Right now, these drugs cost anywhere between Rs 17,000 and Rs 26,000 per month. But generics could cost up to 90% less, according to some estimates.That means many more people in India could soon have access to semaglutide. But should you actually take it?In today’s episode of The Signal

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00:14:28

Everyone’s Learning AI—Should You?

The Signal Brief ·

2025/07/25

If you haven’t heard of or used AI or Artificial Intelligence tools you’re probably living under a rock. Still, according to an IIM-Ahmedabad study, even though Indian workers recognize how big AI is and will be, many don’t feel adequately prepared to deal with this shift. There’s several courses in the market that teach people AI skills. Traditional institutes like IIMs offer certificate courses, there’s also free classes on youtube, as well as low cost ones on coursera, udemy and linkedin. Which

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00:15:41

Tesla Is Finally in India. But, Who’s Buying?

The Signal Brief ·

2025/07/23

Tesla has been flirting with the Indian market for years. In 2016, after Elon Musk tweeted about it, some even paid the 1000 USD fee and pre-booked Tesla’s Model 3. But, they never got their car. Earlier this month, in July 2025, Tesla finally launched in India. The company will have three showrooms, one in Mumbai, one in Delhi and one in Gurugram. It’ll sell its Model Y in India, priced at 60 lakh rupees. But, the Indian EV market has changed drastically since 2016. There are so many local and

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00:19:01

Trading Options Is a Losing Game. So Why Can’t We Stop?

The Signal Brief ·

2025/07/18

Nine out of ten small traders lose money in options trading, according to SEBI’s own data. That’s in part because of institutional investors, who have massive capital and fancy algorithms on their side. Many retail traders aren’t aware of this. But, even those who are familiar are still drawn to options trading. Why?In the latest episode of The Signal Daily, we’ll hear from traders and a behavioural finance psychologist to learn more. What are the signs that someone’s stuck in a toxic cycle, and how

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00:16:07

Where is India's Premium Petcare Market Headed?

The Signal Brief ·

2025/07/14

The petcare industry is booming in India. A Redseer report from last year said that pet ownership in India is growing at a rate of 4-5% right now. In 2019, 26 million Indian households had pets. That number ballooned in just five years; in 2024, 32 million households had pets. At the same time, the pet care market is also growing by 18-20%.It’s one thing to spend on your pets, but Indian pet parents don’t stop there. They’re choosing to buy premium products for their pets too. Think: 10,000 rupees

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00:21:24

Who’s Buying A Rs 10 Lakh Watch In India?

The Signal Brief ·

2025/07/11

There was a time when people needed watches, to check the time of course. But now, our phones, laptops and even our fridges can tell us that. Still, the watch market, particularly the luxury watch market, is growing in India. According to Market Brew, between January to May 2025, exports of Swiss watches to India grew to Rs 1,100 crore – that’s a yearly growth of 10%. Even in 2024, this sector performed quite well – Swiss watch exports to India were worth Rs 2,600 crore. In the latest episode of The

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