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Amazon.in launches a dedicated storefront for Ayurveda products

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Ayurveda

Amazon India today announced the launch of a dedicated storefront for Ayurveda products on its marketplace (Amazon.in). Officially launched by Shri Sarbananda Sonowal, Hon’ble Union Cabinet Minister, Ministry of Ayush at a virtual event today, the storefront will enhance visibility of unique Ayurveda products such as various kinds of juices, skin-care supplements, immunity boosters, oils and more from small businesses and D2C brands. The storefront will make shopping easier for customers who are trying out Ayurveda products for the first time by organizing the selection by focus areas and health benefits such as pain management, immunity boosters, blood purifiers, women’s health, weight management, mental wellness etc. Sellers offering the products have also detailed out various commonly used herbs and ingredients in Ayurvedic products and their specific health benefits so that consumers can make an informed choice.

Speaking at the launch, Shri Sarbananda Sonowal, Hon’ble Union Cabinet Minister, Ministry of Ayush said, “Ayush is the most traditional approach of healing and is part of our rich heritage. Ayush can play a foundational role in maintaining a healthy and disease-free lifestyle, it is more relevant than ever in the ongoing times. I would like to commend Amazon for taking the onus of spreading awareness about Ayush products offered by sellers across India through this initiative and providing impetus to the growth of local entrepreneurs engaged in Ayush business. Ministry is also promoting the Ayu-Raksha kit, Bala-Raksha kit and Swasthya Raksha kit developed by All India Institute of Ayurveda for protecting the people from COVID. These kits are a combo-pack of 3-4 Ayurveda medicines e.g. Samshamani vati, Anu Taila, Ayush kwath and Chyanprash. These kits can be made available to public by Amazon through e-commerce platform. As a nation, we need to take the necessary steps to encourage small and big companies as well as startups to focus on making Ayush a part of our daily lives which will be a step forward towards fulfilling Hon’ble Prime Minister of India’s vision of Atmanirbhar Bharat.”

Manish Tiwary, Country Manager, India Consumer Business, Amazon India said, “Ayurveda has always been a part of the Indian way of life and we are happy to launch this dedicated storefront. It will not only showcase a large selection of Ayurveda products from sellers across the country, but also help spread awareness about a healthier lifestyle. The Government of India is putting a special focus on creating awareness about Ayurveda and this storefront is a part of our efforts to contribute to this vision and make Ayurvedic products more accessible to customers. This initiative will enhance the visibility of Ayurveda products on Amazon.in and help thousands of sellers, especially emerging Indian brands to grow their business.”

While Ayurveda was traditionally practiced through clinics and wellness retreats, with e-commerce, Ayurvedic products are now a click away. Amidst the ongoing pandemic, Indians are falling back to Ayurveda, as pursuit of wellness, and healthy living has created an interest around natural wellness products. There has been a marked increase in the overall selection of Ayurveda products increasing nearly 3X in the last two years on Amazon.in. Apart from mainstream players, new-age Ayurvedic brands and direct-to-consumer start-ups like Kapiva, Upakarma, Auric, Cureveda and thousands of others have found success and scale with Amazon. This storefront will exclusively showcase products from emerging Indian brands, helping generate demand for their products.

Parag Kaushik, Co-Founder & Director, Upakarma Ayurveda, said “There’s been a surge in customers opting for Ayurveda products and leaning towards a healthier lifestyle and this reflects in the growth we are seeing in our business over the last many months. We had started Upakarma Ayurveda in 2017 and launched on Amazon.in in June 2018 and since then we have grown constantly with our business growing 100% YOY. We are really excited about this dedicated Ayurveda storefront that will not just bring more visibility to products from sellers like us but also help customers in choosing the healthier option conveniently.

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Woman cuts off man’s genitals for refusing to marry her; Hospitalized

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In a shocking incident, A woman allegedly chopped off the genitals of his brother-in-law with whom she allegedly had an illicit relationship in Lower Assam’s Bajali district.

As per reports, the incident took place on September 23 when the woman attacked her brother-in-law after the latter refused her marriage proposal.

The injured man was rushed to the hospital and is currently undergoing treatment in Guwahati.
The victim, identified as 30-year-old Saiful Islam.

According to locals, Islam was involved in a secret affair with his sister-in law.

The two were in a love affair for the last seven years, reportedly taking advantage of times when her husband was away. 

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In a violent turn of events, she allegedly attacked him and severed his genitals. Police quickly intervened, arresting the woman and initiating an investigation into the incident. They also recovered the weapon used in the attack from the scene.

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Assam’s Mobile Theatre journey since 1960s

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The mobile theatre of Assam, also known as Bhramyaman Theatre, is a unique and vibrant form of theatre that originated in the state of Assam, India where Achyut Lakhar gave birth to Mobile theatre in Pathsala town in the 1960s. Every year the theatre groups travel from place to place with their cast, crew, musicians, dancers and everything required to set the stage, to perform in villages, towns, and cities across Assam.

During the theatre season Pathsala town turned festivity where thousands of people gathered in one place to see plays of ‘Awahan Theatre’, ‘Kohinoor Theatre’, ‘Rajmukut Theatre’, ‘Rajlakhsmi Theatre’. It’s like a festival for the people. The plays often focus on social issues, family drama, mythology, and folklore, as well as contemporary topics like politics and corruption which the audience loves it.

The Theatre group continues to attract audiences on live stage without the use of special effects like green or blue screens, or 3D or 5D technology. During the show many actors injured by accident on live stage.

Earlier, plays like ‘Titanic’ attracted audience without a single drop of water on stage, and ‘Jurassic Park’, ‘Mary Kom’, ‘Mahabharat’ and ‘Ramayana’ also attracted audience.

The groups give employment scope to more than 5000 people. There are more than 30 mobile theatres in Assam, where more than 100 to 150 people work in every group.

Tapan Lahkar, producer of Kohinoor Theatre, reflected on the theatre’s legacy, saying, “Kohinoor Theatre has proudly completed 49 years. Every artist in our group puts in immense effort. In the past, we managed to make our play ‘Titanic’ a success without a single drop of water or any special effects—it was a significant challenge for my father. Similarly, our productions of ‘Jurassic Park,’ ‘Mahabharat,’ and ‘Ramayan’ captivated audiences long before they were ever seen on television.”

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Prastuti Parashar, producer of Awahan Theatre, emphasized the cultural importance of mobile theatre, stating, “Mobile theatre has played a crucial role in promoting Assamese culture, language, and identity while providing both entertainment and social commentary to audiences across the state. Awahan Theatre is like family to me, and we are committed to giving our best to entertain our audience. We tackle stories about family and political issues, always with a focus on Assamese culture. We also need the continued support of the people.”

Dhruba Talukdar, producer of Rajlakshmi Theatre, shared his passion for the art, saying, “I hail from Pathsala town, the birthplace of mobile theatre, founded by Achyut Lahkar. Inspired by the plays I watched as a child, I always dreamed of opening my own theatre. I aim to spread positive messages through our productions, addressing issues like global warming, social concerns, politics, and corruption. I take risks to fulfill my dreams, and I don’t believe that OTT platforms can ever replace the unique experience of mobile theatre.”

Manas Kalita, producer of Rajmukut Theatre, highlighted the challenges faced by performers, noting, “Performing on a live stage is not easy. Many actors have been injured during shows, yet they continue to perform with dedication. Every actor and staff member works incredibly hard in mobile theatre.”

Finally, Giridhor Choudhury, a senior citizen from Bajali, expressed his deep connection to the tradition, saying, “Assam’s mobile theatre groups are an integral part of our culture and should live on forever. It’s an emotion for the Assamese people. Since 1963, mobile theatre has provided employment opportunities to many in Assam. Today, there are more than 30 mobile theatres in the state, each employing 100 to 150 people. In total, 4,000 to 5,000 individuals are engaged in this vibrant tradition.”

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Assam

Ranjeet Kumar Dass distributs forms of MMNMA scheme at Bhattadev University and NH collage

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After Assam Chief Minister Himanta Biswa Sarma launched ‘Mukhya Mantri Nijut Moina’ scheme in Assam to prevent child marriage, Assam’s cabinet Minister Ranjeet Kumar Dass distributed forms of the Mukhya Mantri Nijut Moina Asoni scheme at Bhattadev University in Pathsala and NH college in Patacharkuchi.

The scheme to provide monetary benefits to girl students every month in order to put an end to child marriages. This scheme will be awarded to around 10 lakh girls.This scheme is a monthly financial assistance scheme to fight against child marriage. Girls who are studying in HS, graduation and post-graduation level will get this government’s financial support.

During the programme Ranjeet Kumar Dass said, “Heartfelt thanks Assam CM for the CM’s Nijut Moina Scheme, a game-changer for Assam’s meritorious students.”

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“There are many families in my constituency that can pay their daughter only Rs. 1,000 to Rs. 1,500 a month for the expenses of studying in the university. But now at least such economically backward meritorious students do not have to leave their studies.

“Today we distributed forms in Bhattadev University in Pathsala and NH college in Patacharkuchi in presence of Bajali district administration, students and staffs.

Meanwhile, the students of the university expressed happiness after the scheme launched by the Assam government.

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