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
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
What Does Gold Mean to Young Indians?
11/6/2025
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 the latest episode of The Signal Brief, featuring voices from consumers and industry experts.
The Core produces The Signal Brief. Follow us wherever you get your favourite podcasts.
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Duration:00:12:45
Why Can't We Stop Watching Micro-dramas?
10/30/2025
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 India?
Find out in the latest episode of The Signal Brief, featuring psychologists, viewers, and industry insiders.
The Core produces The Signal Brief. Follow us wherever you get your favourite podcasts.
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Duration:00:11:56
Selling Sleep to a Sleepless Nation
10/23/2025
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 podcasts.
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Duration:00:13:52
Vaping is Illegal in India. So Why is it Everywhere?
10/16/2025
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 addiction. At the same time, vaping is also a solid cessation device, for tobacco smokers.
So what’s really going on here? Why are vapes still so easy to find, despite the ban? And how do consumers and doctors see vaping? We explore it all in 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:00:15:10
Is the H1-B Visa Still Worth It?
10/9/2025
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 episode of The Signal Brief, we hear from students, workers and immigration lawyers who are confronting these questions in real time.
Student visa episode: https://open.spotify.com/episode/6qjtf08Rxh5iomp4YQuSCW
The Signal Daily is now The Signal Brief. The Core produces The Signal Brief. Follow us wherever you get your favourite podcasts.
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Duration:00:15:02
Why Did India Fall Out of Love With Smartwatches?
10/2/2025
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, according to market intelligence firm IDC.
Why are Indians falling out of love with smartwatches? Find out in the latest episode of The Signal Daily.
Supplements story: https://open.spotify.com/episode/5lVpNxFHuubwEHAYHPBtD9
The Core produces The Signal Daily. Follow us wherever you get your favourite podcasts.
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Duration:00:13:11
