Location:
United States
Description:
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.
Language:
English
Website:
https://www.thesignal.co/
Episodes
Does Piracy Help Readers Or Hurt Us All?
4/2/2026
On Wednesday, March 25th, the Delhi Police seized over 20,000 counterfeit books from a printing press in Rohini.
Soon after, Penguin Random House India published a statement saying that it had helped the cops with information.
Online, the reaction was mixed. Some appreciated this step, calling it a necessary crackdown on piracy.
Others, however, had a totally different opinion. They said that buying pirated books is often the only way many in India can read.
So who’s right? The publishers protecting authors.. or readers just trying to to read?
To find out, check out the latest episode of The Signal Brief.
The Core produces The Signal Brief. Follow us wherever you get your favourite podcasts.
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Duration:00:15:59
Is The Gulf Dream Still Alive?
3/26/2026
Normally, the line outside the UAE embassy in Delhi is long, and stretches all the way to the main road.
But these days, there are a lot fewer people.
That’s because the US-Israel war on Iran has been impacting Gulf countries like the UAE too. Flights there are getting cancelled and there’s just a lot more uncertainty.
Recruitment agents say that they are seeing business as usual. Only a small dip. That’s because migrants feel they don’t really have a choice, said one agent.
So how has the Iran war impacted migration, if at all? To learn more and to hear from migrants and experts, check out the latest episode of The Signal Brief.
The Core produces The Signal Brief. Follow us wherever you get your favourite podcasts.
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Duration:00:13:40
Can India Handle Its Concert Boom?
3/19/2026
Last year, over 2 lakh people attended Coldplay’s Ahmedabad show.
This year, even more global stars are coming to India. There’s Shakira, Kanye West and Calvin Harris.
Estimates peg the live events organised market as between Rs 12,000 and Rs 20,000 crore.
In short, India’s concert economy is booming.
But, we don’t have the infrastructure to support shows of this scale.
Fewer than ten venues across the country can host more than 10,000 people.
Fans often complain of issues with traffic control, crowd management, toilets and parking.
In the latest episode of The Signal Brief, we hear from consumers and industry professionals on what’s behind this growing concert economy—and where it’s falling short.
The Core produces The Signal Brief. Follow us wherever you get your favourite podcasts.
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Duration:00:14:34
The Concierges Of India’s New Ultra-Rich
3/12/2026
India is minting millionaires faster than any other country on Earth.
Today, roughly 86,000 individuals have over Rs 80 crore in investable assets.
Ultra-high-net-worth people? Growing by 50% by the end of the decade.
All this new wealth needs managing.
Enter: India’s booming wealth management industry—it’s already worth over a trillion dollars, set to double in the next five years.
These young advisors are managing portfolios, yes, but they’re also doing a lot more.
They are delivering fruit baskets on random Tuesdays, they’re tagging along to car showrooms with their clients and even handing over their car keys at poker tables.
To hear from wealth managers, check out the latest episode of The Signal Brief.
The Core produces The Signal Brief. Follow us wherever you get your favourite podcasts.
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Duration:00:16:06
Tring Tring: Inside India's Spam Call Economy
3/5/2026
If you live in India, you probably get two or three spam calls a day.
A credit card you didn’t apply for. An investment opportunity you’re not interested in.
In fact, Truecaller’s reports consistently rank India one of the highest countries for spam.
That’s despite the fact that we actually have regulation to stop spam. In fact, early this year, the TRAI or the Telecom Regulatory Authority of India fined operators Rs 150 crore for failing to curb spam traffic.
And yet, the calls keep coming.
Experts say that now, with AI, consumers could actually see many more spam calls.
So why don’t these calls stop? And what can you actually do about them?
To learn more, check out the latest episode of The Signal Brief.
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Duration:00:14:58
Ban the Apps? India’s Youth are Split
2/26/2026
Last December, Australia became the first country in the world to ban social media for users under 16.
Now, reports suggest that in India too the central government and some states are considering banning social media for teenagers.
The concerns are simple: endless scrolling, addictive design, online bullying, depression as well as rising anxiety.
India has over 460 million social media users. Many of them are teenagers.
So, the question is simple. Is banning the solution?
In the latest episode of The Signal Brief, we hear on this from child psychologists, journalists and digital rights advocates.
As well as from the people most affected: teenagers themselves.
The Core produces The Signal Brief. Follow us wherever you get your favourite podcasts.
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Duration:00:16:23
Why are Antibiotics Failing in India?
2/19/2026
India ranks one of the highest in the world for antibiotic resistance--meaning when bacteria learn to outsmart the drugs designed to kill them.
And, modern medicine depends heavily on antibiotics.
Doctors use them to cure everything from UTIs to even more serious illnesses like pneumonia.
If antibiotics stop working, modern medicine regresses.
So what exactly is antibiotic resistance? Why is this problem severe in India? And what does all this mean for you as a consumer?
To learn more and to hear from experts directly, check out the latest episode of The Signal Brief.
The Core produces The Signal Brief. Follow us wherever you get your podcasts.
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Duration:00:15:21
When Hair Becomes Surgery
2/12/2026
Nikhil, who The Signal Brief spoke to, started losing his hair at 24. He says it damaged his confidence and changed how he showed up on camera. He tried oils, treatments and medication like Minoxidil, but nothing worked. After months of deliberation, he chose a hair transplant. He paid around Rs three lakh and says he does not regret it.
But hair transplants carry real risks. Poorly regulated clinics have caused serious complications and, in some cases, even deaths.
In January, the government proposed stricter rules and plans to treat hair transplants as surgery.
But, why are so many people signing up in the first place?
To find out, listen to the latest episode of The Signal Brief.
The Core produces The Signal Brief. Follow us wherever you get your favourite podcasts.
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Duration:00:13:58
Inside the Other Ten Minute Economy
2/5/2026
After the December 31st strike by gig workers, India’s labour ministry asked platform companies to stop promoting the 10 minute delivery deadline. These companies have, on paper, complied.
On the side though, another version of the quick commerce economy has been growing–instant house help.
Need someone to help you cook? Need someone to help you clean you home?
Tap a button. And a worker arrives within minutes.
Here’s the surprising part, though.
The workers we spoke to said that they like their jobs.
They get paid on time. There’s a manager that they can contact in case something goes wrong.
So what’s going on here? And how long can this model last? Find out on The Signal Brief.
The Core produces The Signal Brief. Follow us wherever you get your favourite podcasts.
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Duration:00:13:51
Does Biohacking Actually Work?
1/29/2026
Zomato founder Deepinder Goyal recently went viral for wearing a device called ‘Temple', which measures blood flow.
That’s an example of ‘biohacking’.
Biohacking involves using lifestyle changes, supplements and wearables to take control of one's health.
In India, the biohacking market was worth over a billion dollars in 2024 and could triple by the end of the decade.
But, doctors are skeptical. They point to weak regulation and poor regulation in this segment.
So, why are so many Indians turning to biohacking anyway? And what exactly do doctors say?
To find out, check out the latest episode of The Signal Brief.
The Core produces The Signal Brief. Follow us wherever you get your favourite podcasts. To check out the rest of our work, go to www.thecore.in
India's Supplement Frenzy
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Duration:00:15:46
The Fine Print Problem in Travel Insurance
1/22/2026
According to IRDAI, almost a crore Indians bought travel insurance in FY 2025. That’s a 91% jump from FY 2019. But although many more people are buying travel insurance, they’re actually not getting their claims approved.
The ICR, or the incurred claim ratio, in this segment is particularly low. Just about 45% in the overseas segment and about 10% in the domestic segment. This means that for every 100 rupees an insurer earns in premiums, it pays out just about 10 rupees in claims in domestic travel insurance.
What’s really going on here?
In this episode, we deep dive into why many more consumers are buying travel insurance, and why they often end up disappointed.
The Core produces The Signal Brief. Follow us wherever you get your favourite podcasts. To check out the rest of our work, go to www.thecore.in
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Duration:00:13:28
Do You Really Need Organic Food?
1/15/2026
Walk into most supermarkets today and you’ll see the organic label everywhere. Organic coconut oil. Organic rice. Organic yellow daal.
Still, many Indian consumers don’t fully trust the label. Others worry about their health, but say organic food is simply too expensive.
Despite that, the organic food market in India is growing fast. IMARC valued it at around $1.9 billion in 2024 and said it could cross $10 billion by 2033.
So what exactly is organic food? And do you really need it?
Check out the latest episode of The Signal Brief.
Register for India Energy Week 2026
The Core produces The Signal Brief. Follow us wherever you get your favourite podcasts.
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Duration:00:14:24
Why Does India Keep Crypto in a Grey Zone?
1/8/2026
Last year, hackers broke into WazirX, once one of India’s largest crypto exchanges, and stole more than 230 million dollars’ worth of crypto.
21-year old Krish who lost money in the hack says he's considering moving his money away from Indian exchanges to American ones.
His decision highlights a larger problem in India’s crypto market.
India hasn’t banned crypto trading. But it hasn’t legalised it either. At the same time, the government taxes crypto gains at a steep 30%.
Despite these roadblocks, India has one of the largest crypto user bases in the world. More than 100 million Indians hold or trade crypto worth billions of dollars.
So why has India kept crypto in a grey zone? And what does that choice cost everyday investors?
Listen to the latest episode of The Signal Brief to find out.
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The Core produces The Signal Brief.
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Duration:00:12:55
Why Is Everyone Playing Pickleball?
1/1/2026
Pickleball is everywhere. On Instagram. In private clubs. In neighbourhood courts across Indian cities.
Industry and association estimates suggest the number of players has grown by around 275% since 2021, and could cross one million by 2028.
Supporters say pickleball could become India’s next cricket.
But, critics see it as an elite South Delhi, South Bombay sport.
So who’s right? And how accessible is pickleball, really?
Hear from players and proponents in the latest episode of The Signal Brief.
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The Core produces The Signal Brief.
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Duration:00:12:14
The Stories that Shaped Indian Consumers in 2025
12/25/2025
2025 was exciting The Signal Brief.
Across the many conversations we had this year, one theme kept coming up. A lack of trust.
In our episode on E20 petrol, we learned that even well intentioned policies can fail when consumers don’t trust them.
In our reporting on supplements, doctors told us that many people are buying health shortcuts without clear evidence.
And in our episode on vaping, experts questioned whether fear based bans do more harm than good.
We also heard from people who lost real money.
From gamers who kept playing even as losses mounted. From traders who couldn’t step away.
And from young men watching micro dramas, which taught them money is equivalent to both success and respect.
In our year-end special, we look back at the stories that shaped 2025, and what they reveal about being a consumer in India today.
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The Core produces The Signal Brief.
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Duration:00:12:45
When AI Starts Deciding for You
12/18/2025
Consider this. It’s Dec 2026. You have an AI agent.
You ask it to plan a trip to Bali. Flights booked. Resort selected.
Except, the AI hallucinates. Instead of Bali, it books your stay in Pattaya, Thailand.
The money’s gone. And no human ever approved the decision.
Generative AI already helps us write, plan, and research.
Experts say the next phase is agentic AI, meaning systems that don’t just assist us, but act on our behalf.
Agentic AI means more convenience. And less control.
In the latest episode of The Signal Brief, we break down what agentic AI is and what its rise means for consumers.
Podcast mentioned: Shell Game, hosted by Evan Ratliff
The Core produces The Signal Brief. Follow us wherever you get your favourite podcasts.
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Duration:00:12:28
Why We Keep Arguing About Service Charge
12/11/2025
When you go out to eat and spot that 10% service charge, what do you do?
Pay it? Remove it? Argue about it with your friends?
In 2022, India banned mandatory service charge. But many restaurants still add it.
Consumers I spoke to said they get service charge removed. They prefer to tip workers directly.
Most workers said they appreciate tips. But some said they feel insulted about it.
In the latest episode of The Signal Brief, we look at what India thinks about paying service charge versus tipping, and what each system means for workers.
The Core produces The Signal Brief. Follow us wherever you get your favourite podcasts.
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Duration:00:12:15
Why is India Suddenly Eating Avocados?
12/4/2025
You’ve probably heard of avocado toast. But have you heard of avocado dosa? Avocado pani-puri? Or even avocado biryani?
Across the country, restaurants are experimenting with this once-exotic fruit. And as prices fall, more Indians are adding avocados to their plates for its taste, texture, and health benefits.
Since 2014, India’s avocado imports have jumped by over 11,000% and could cross 20,000 tonnes next year.
So what’s driving India’s avocado moment?
For the latest episode of The Signal Brief, I spoke to chefs, consumers, farmers, and nutritionists to unpack our growing obsession with this creamy green fruit.
The Core produces The Signal Brief. Follow us wherever you get your favourite podcasts.
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Duration:00:13:19
Are AR Glasses the Next Big Consumer Device?
11/28/2025
Seen those videos of people wearing large headsets and entering a different world? That’s called virtual reality technology; it's a glimpse of the future India could be heading toward.
India’s mixed reality market – that includes VR and augmented reality or AR – crossed 900 million dollars in 2025, and could touch 1.5 billion by 2030.
Indian startups like Tesseract, Ajnalens and Jio Glass are fast building the hardware and others are building the software.
But can AR and VR become part of everyday life here?
We explore that question and more in the latest episode of The Signal Brief.
The Core produces The Signal Brief. Follow us wherever you listen to your favourite podcasts.
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Duration:00:13:01
What’s Behind India’s Love for Anime?
11/13/2025
If you grew up watching Shin-chan, Doraemon, or Dragon Ball-Z you are part of Japan’s soft-power story.
Today, anime is a billion-dollar industry in India, and it’s a part of Japan’s bigger plan to win hearts, not wars.
From Uniqlo stores to matcha cafés and ramen bowls, Japan’s quiet influence is everywhere.
But what’s really behind this cultural wave? And why does it matter to India right now?
Find out in the latest episode of The Signal Brief.
The Core produces The Signal Brief. Follow us wherever you listen to your favourite podcasts.
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Duration:00:09:50