Bengaluru, 15^th December 2025: Primus Partners unveiled its latest report, Empowering Small Businesses through Digital Advertising, a comprehensive study based on a survey of over 1,000 MSMEs and startups across India. The report underscores that digital advertising has become one of the most potent accelerators of small business growth, driving visibility, efficiency, and measurable returns at a scale previously inaccessible to smaller enterprises. The study shows that India’s SMB sector is undergoing a decisive shift embracing data-driven marketing, diversifying across platforms and formats, and increasingly adopting AI to optimise campaigns and reduce inefficiencies. Yet, even with this momentum, many small businesses continue to struggle with cost pressures, skill gaps, and the challenge of navigating an increasingly complex advertising ecosystem.

The findings reveal that SMBs are not only advertising more, they are advertising smarter. A majority use three to four platforms simultaneously, over 65% deploy multiple formats, and more than 90% actively monitor campaign performance using digital tools. As the digital marketplace grows more competitive, AI adoption has become nearly universal, with SMBs using intelligent tools for targeting, fraud detection, automation, and creative optimisation.

The study also highlights structural challenges that continue to restrain the full potential of SMBs. Limited budgets, absence of specialised talent, lack of IT infrastructure, and difficulty choosing the right mix of platforms and formats were cited as primary barriers. Over 70% of SMBs also expressed that the sheer variety of advertising options can be overwhelming, underscoring the need for simplified guidance and ecosystem support.

Commenting on the policy significance of the findings, Sunita Mohanty, Managing Director, Primus Partners, said, “India’s economy depends deeply on the vitality of its small businesses, and this report shows how digital advertising is becoming a key equaliser allowing them to compete with larger players and participate more meaningfully in national and global markets. What is remarkable is not just the high adoption rate, but the tangible impact: from doubling revenues to expanding across India and even reaching export markets. At the same time, small businesses are telling us clearly that they need simpler, more affordable, and more trustworthy digital pathways. This report is our effort to ensure their voices shape the next phase of India’s digital economy.”

The report concludes that India’s SMBs are transitioning from digital adopters to digital leaders, but need a more supportive ecosystem to unlock their full potential. It calls for strengthened public–private collaboration, targeted digital skilling initiatives, responsible AI frameworks, and broader access to affordable tools that can help small businesses grow with confidence, resilience, and transparency.

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Despite contributing nearly 65% of India’s GDP, metropolitan regions are under growing strain from saturation, congestion, environmental pressures, and limited livability. With 30 people entering the urban population every minute, the current model of concentrated urban growth is neither sustainable nor sufficient to meet India’s ambitions for Viksit Bharat 2047.

The analysis highlights that no Indian city features among the world’s top 350 urban economies, underscoring the urgency to expand growth beyond the largest metros. The report identifies 85 emerging urban centres across States and Union Territories that exhibit strong economic foundations, demographic momentum, and institutional readiness to evolve into strategic growth nodes. These cities are positioned to play an instrumental role in shaping India’s next phase of development.

To fast-track this transformation, the report outlines a comprehensive and integrated pathway for reshaping India’s urban development model.

It first underscores the need to strengthen regional and spatial planning frameworks, ensuring that cities grow in a coordinated manner rather than through fragmented interventions. A key part of this vision is preparing urban centres to absorb rising migration by expanding affordable housing and enhancing social infrastructure to support growing populations.

The report further emphasises decentralising economic value chains to build greater resilience across urban systems. Alongside this, it highlights the critical role of empowering Urban Local Bodies as strategic institutions with the capacity to plan, regulate, and deliver effectively.

Aarti Harbhajanka, Co-Founder & MD, Primus Partners, said:
“A sustainable urban future for India depends on creating opportunities beyond the major cities. The country needs several strong urban centres that are part of connected regional systems. Improving emerging cities with reliable services, skilled workers, and strong institutions will help them absorb growth that is currently concentrated in metros. Governance will be the key factor; local bodies must be empowered to plan, regulate, and deliver responsibly. With careful planning and consistent institution-building, India can create an urban system that is more balanced, resilient, and truly meets people’s needs.”

Shubham Katyayan, Vice President, Primus Partners, added:
“India’s journey toward Viksit Bharat 2047 requires a fundamental shift in how we think about and develop our cities. Historically, urban centres became engines of growth by attracting people, businesses, and ideas on the strength of their economic and institutional foundations. Today, India must intentionally enable more cities to build that same pull for investment, jobs, and innovation. This cannot come from infrastructure alone—it depends on allied towns, steady flows of talent, new economic anchors, and deep institutional capacity for citizen-centric governance. Together, these elements create the multiplier effect required for cities to become true magnets of opportunity.”

By placing emerging cities at the heart of India’s development strategy, Beyond Urban Missions presents a compelling vision for a more inclusive, balanced, and opportunity-rich urban future. The identified 85 next-generation cities represent not merely alternatives to existing metros, but the foundation for a transformed urban architecture that can support India’s rise as a globally competitive and resilient nation by 2047.

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The conclave, themed “Powering the Future of Manufacturing – Local Touch, Global Impact”, convened policymakers, industry leaders, and technology experts to discuss India’s manufacturing ambition, with a strong focus on eastern India’s role in national industrial growth.

The report underscores the need for integrated policy execution under initiatives like PLI, PM Gati Shakti, Make in India 2.0 and National Manufacturing Mission, while strongly advocating for the emergence of high-potential MSMEs as global “Little Giants” to build value-chain depth and industrial competitiveness. It also positions West Bengal as a strategic eastern manufacturing gateway with strengths in electronics, EV components, food processing, technical textiles, and logistics-driven exports. Emphasizing the core themes of sustainability, digital competitiveness, and value chain execution, Mr. Devroop Dhar, Co-Founder & Managing Director, Primus Partners India, observed, “India’s manufacturing sector contributes about 17% to GDP today, and the national ambition is to raise this to 25%. Our analysis of global benchmarks — from Germany’s Mittelstand to China’s ‘Little Giants’ model — shows that real competitiveness emerges from a strong, innovation-led MSME ecosystem. With global supply chains shifting and the China+1 opportunity expanding, India is at a pivotal moment to develop its own high-potential enterprises that can drive value-chain depth, technology integration, and sustainable industrial growth. The priority now is to rapidly enable these future ‘Little Giants’ through digital transformation, skilling, and targeted ecosystem support as India moves towards a $1 trillion manufacturing economy.” Echoing this, Mr. Avijit Mitra, Chairman, Manufacturing Sub Council – East, ASSOCHAM, added “India’s journey towards Atmanirbhar Bharat and ultimately Viksit Bharat hinges on making manufacturing a central pillar of national growth. The global supply–demand equation is shifting, and India is uniquely positioned at this inflection point to lead the next era of manufacturing.

Promoting local manufacturing is not just an economic imperative but a strategic national priority. With smart, digital and sustainable manufacturing practices, supported by the right skills ecosystem, India has the potential to emerge as a true global leader in the decade ahead.”

The release took place in the presence of dignitaries from the public and private sectors, senior leadership from ASSOCHAM and Primus Partners Pvt. Ltd. and key manufacturing industry stakeholders.

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Hosted jointly by Primus Partners and Meridian International Center, the discussions marked a decisive shift in the India–U.S. partnership—from shared intent to tangible outcomes—focused on innovation, defense collaboration, responsible AI, and cross-border investment.

Opening remarks from representatives of both nations underscored the shared vision of advancing Mission 500, which seeks to double bilateral trade to $500 billion by 2030. The session explored how deeper integration in clean energy, digital infrastructure, manufacturing, and defense could reshape global supply chains and unlock new investment pathways.

Education and talent mobility emerged as a key pillar of long-term cooperation. Leaders emphasized the creation of a strong India–U.S. knowledge corridor through enhanced student exchange, academic partnerships, and skill development initiatives aimed at strengthening the global innovation workforce.

On the frontier of AI governance, participants discussed how the two democracies could co-develop frameworks that align ethics, data sovereignty, and technology standards—positioning India and the U.S. as partners in building a transparent and secure digital future.

Conversations on the Initiative on Critical and Emerging Technologies (iCET) reaffirmed the need to move beyond policy dialogue toward joint execution in deep-tech and defense manufacturing. With momentum from agreements like GE–HAL jet engine co-production, speakers called for regulatory alignment and joint R&D ecosystems to ensure delivery-driven cooperation by 2026–2027.

Reflecting on the dialogue, Nilaya Varma, Co-Founder and CEO, Primus Partners, said:

“Talk is easy. What matters is turning ideas into impact. This U.S.–India dialogue did exactly that — real conversations to drive real outcomes.”

Adding her perspective, Union Minister for Women and Child Development and Minority Affairs, Smriti Irani, remarked:

“India and the US don’t need a handshake — they need a steel frame of trust. A partnership grounded in shared ideals and respect for each other’s strengths, free from the shadows of old hierarchies, and focused on building a future of equal purpose.”

In closing, representatives from both sides highlighted that the strength of the India–U.S. partnership now lies in its ability to deliver measurable progress—driven by innovation, investment, and shared democratic values.

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India’s food processing sector, currently valued between USD 389–535 billion, is projected to cross USD 700 billion by 2030. Despite this rapid growth, farmer incomes have increased by only around 5.2% annually, underscoring the need for a more inclusive approach that strengthens local processing units and community-driven enterprises.

The report emphasizes that beyond food parks and mega investments running into a few hundred crores, there is a need for interventions at the grassroots level — particularly through FPOs and SHGs — that can truly generate sustainable income for farmers and drive equitable growth across India’s agri-value chain.

By adopting simple processing technologies and modest capital investments of ₹10–25 lakh, small-scale processors can achieve a 20–25% uplift in value realization, while also reducing post-harvest losses and creating rural employment. The report highlights successful examples such as Sri Satya Sai Raithu Cooperative in Andhra Pradesh and Goa’s emerging jackfruit value chain, both of which demonstrate the transformative potential of decentralized value addition.

“The next chapter of India’s food processing journey will not be written by mega parks alone but by the millions of grassroots enterprises that add value where food is grown,” said Mr. M. Ramakrishnan, Managing Director, Primus Partners. “With the right market linkages, digital skilling, and blended finance, small-scale processors can become the real engines of inclusive growth—enhancing rural incomes, empowering women, and positioning India as the world’s most inclusive food processing hub.”

The report identifies three strategic priorities to accelerate this shift:

1. Assured Market Access: Connecting FPOs and SHGs with retailers, hotel chains, and digital marketplaces such as ONDC.
2. Blended Capital Deployment: Leveraging multilateral funding from ADB, World Bank, and fintech lenders like Samunnati to improve credit flow.
3. Capacity Building: Establishing district-level Centres of Excellence for hands-on training, digital enablement, and business skill development.

The report was unveiled at the ASSOCHAM Goa Agri Conclave 2025, which brought together policymakers, industry leaders, and entrepreneurs to discuss pathways for inclusive and sustainable growth in India’s food processing ecosystem.

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Based on insights from over 1,500 stakeholders – including 900+ students, 239 teachers, 37 principals, and 348 micro-entrepreneurs – the report highlights a strong demand for structured entrepreneurial learning:

• 78% of students view entrepreneurship as a strong career path.
• 530+ students want it taught on par with maths and science.
• 555 students reported no formal exposure to entrepreneurship.
• Educators identified ages 14–16 as the most critical window to introduce it.

The FINESSE Framework  – Fostering Innovation, Nurturing Entrepreneurship, and Supporting Startup Ecosystems – provides a phased roadmap that takes students from curiosity to startup creation. It blends awareness-building, hands-on projects, mentorship, financial literacy, incubation access, and networks to ensure entrepreneurship education goes beyond theory. Successful pilots like Rajasthan’s iStart Business Innovation Programme (BIP) have already shown how classrooms can become incubators of innovation.

Charu Malhotra, Co-Founder & MD, Primus Partners, said:
“India’s demographic dividend will define our economic future – but only if we equip young people with the right skills and mindset. The FINESSE Framework places entrepreneurship at the heart of education, giving students the confidence to innovate, the skills to solve real-world problems, and the freedom of choice to be self-employed and shape their own paths. This is not just about creating startups – it is about preparing a generation to drive India’s $5 trillion journey.”

Amit Purohit, Vice President, Primus Partners, added: “Every year, nearly 12 million youth enter India’s workforce, but traditional employment cannot absorb them. The FINESSE Framework provides a scalable pathway to turn this challenge into opportunity – ensuring India’s demographic dividend becomes a source of innovation, resilience, and new jobs.”

The report stresses that entrepreneurship education must be treated as a core subject, not an extracurricular activity. It calls for policy alignment, educator training, and national rollout, with a special focus on Tier 2 and 3 cities where ecosystems are emerging fastest.

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With more than two decades of experience at the intersection of technology, governance, and public service, Ms. Mohanty has dedicated her career to building safer digital ecosystems and strengthening India’s global economic engagement. At Invest India, she most recently led India’s presence at the World Economic Forum 2025 in Davos, opening doors for new investment opportunities and strategic partnerships. Earlier, at Google, she was instrumental in building India’s Trust & Safety operations, pioneering initiatives around user protection, child safety, and election integrity.

Commenting on the appointment, Mr. Nilaya Varma, Co-Founder & CEO, Primus Partners, said:
“We are excited to welcome Sunita to the Primus leadership team. Her unique experience at the crossroads of technology, governance and public policy will add immense value as we expand our work with governments and institutions. With her joining us, we are confident of deepening our impact and creating innovative solutions for some of the most pressing policy challenges.”

Ms. Sunita Mohanty said: “I am truly delighted to join Primus Partners. The firm’s vision of shaping impactful public policy resonates deeply with my own journey, and I look forward to working with the team to co-create solutions that matter. It’s an exciting new chapter, and I can’t wait to get started.”

Her appointment reflects Primus Partners’ commitment to nurturing leadership that combines policy expertise with a deep understanding of people, technology, and the evolving role of governance in everyday lives.

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The report identifies key challenges such as frequent time and cost overruns, with 40% of infrastructure projects delayed and nearly 50% exceeding budgets. It emphasizes that productivity gains in construction can significantly reduce costs, improve efficiency, and contribute to India’s climate commitments.

Speaking on the launch, Pragya Priyadarshini, Managing Director, Primus Partners, said: “India’s infrastructure growth story will define its journey to Viksit Bharat 2047. To deliver faster, better and greener, we must embed sustainability and innovation at the heart of construction. Our report showcases solutions that are not only viable but also scalable for long-term impact.”

Report Highlights

The Primus Partners study showcases award-winning, practically proven, scalable innovations from the Build India Awards 2025,  that demonstrate how sustainability and productivity can go hand-in-hand:

• Bio-Bitumen Roads: Cutting costs by 20% per km and reducing carbon emissions by up to 70%.
• Cold Binder Technology: Enabling roads to open within two hours instead of 24, while reducing CO₂ emissions by 6.5 lakh tons annually.
• Nagpur Sewage Treatment Plant with Styrene Butadiene Rubber (SBR): Recycling wastewater to save nearly 190 million litres of fresh water daily.

The report calls for greater investment in R&D, scaling of pilot projects, integration of digital technologies, and collaborative efforts between government and industry to mainstream sustainable construction practices.

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Ms. Babbar brings over two decades of experience across government industry, and development sectors. Prior to joining Primus, she served as Country Head – Education and Skills at Adobe Inc., where she was responsible for conceptualizing and leading strategic initiatives in collaboration with the Ministry of Education, Ministry of Skill Development and Entrepreneurship, and multiple state governments. During her tenure, she played a key role in the rollout of national-level programs focused on digital creativity skills aligned to India’s National Education Policy.

Her previous roles include leadership positions at the National Skill Development Corporation (NSDC), Microsoft India, and KPMG, where she has led large-scale program implementation, policy advisory, and multi-stakeholder engagement across education and skilling domains.

Commenting on the appointment, Ms. Charu Malhotra, Co-Founder and Managing Director, Primus Partners, said: “We are excited to welcome Garima Babbar to the senior leadership team at Primus. With her strong technical expertise and experience, she will play a pivotal role in advancing our 3 E Practice as we grow globally. As part of our expansion strategy, we are focused on refining our hiring practices, ensuring a balance of gender, sector expertise, and niche skills. By adding more women to senior leadership, we aim to lead by example, inspiring our younger team members to think big and make meaningful contributions to our work.”

Ms. Garima Babbar said: “As we empower the Youth of India toward Viksit Bharat@2047, it’s imperative that we introduce Artificial Intelligence at the foundational level of education. By doing so, we equip our young minds with the tools to innovate, create, and lead in a rapidly evolving digital world. I’m excited to be part of this journey — to drive the 3E practice to accelerate  AI Skills, Digital education and foster a culture of innovation and entrepreneurship to further contribute to our digital economy through international partnerships, programs and policy advocacy”. 

Ms. Babbar has been recognised with several awards, including the Skills Champion Award by NSDC, the Adobe Game Changer Award, and letters of appreciation from NCERT, the Ministry of Skill Development and Entrepreneurship, and the Indian Army. She has also represented India at international forums focused on community colleges, innovation, and workforce readiness.

Her appointment is aligned with Primus Partners’ ongoing efforts to enhance its capabilities in the education and skilling space.

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A recurring theme across discussions was the power of collaboration among women. One shared study found that nearly 90% of women engaged in partnerships experienced professional or entrepreneurial growth. “Women collaborations are the key to unlocking progress,” said one speaker — a sentiment echoed by many throughout the day.

The event began with a fireside chat with Smt. Preeti Sudan, Member, UPSC and former Union Health Secretary, who emphasized the need for empathetic leadership and inclusive decision-making in city planning.

The first panel, “Safe Cities, Stronger Workforce,” moderated by Ms. Pratibha Jain, Head of Strategy & Group General Counsel at Everstone Group and Founding Trustee of We4Her Foundation, explored how gender-sensitive infrastructure and policy can increase women’s workforce participation.

“Safe, inclusive cities empower women to grow and contribute meaningfully to the economy,” she noted.

Ms. Himani Pande, Additional Secretary, DPIIT, shared the government’s approach to creating enabling environments for women professionals, while Ms. Anna Roy, Principal Economic Adviser, NITI Aayog, advocated for gender-disaggregated indicators in urban programs and greater inter-ministerial coordination.

The second panel, “Bridging the Gender Finance Gap,” moderated by Ms. Charu Malhotra, Co-founder and MD, Primus Partners, focused on unlocking access to credit and opportunities for women entrepreneurs.

“We must actively enable women’s economic participation — from credit access to property rights. Real progress demands equity,” she said.

Delivering the keynote and launching two reports, Smt. Smriti Zubin Irani, Former Union Minister and Founder of the Alliance for Global Good – Gender Equity and Equality, highlighted the need for long-term ecosystem building:

“To future-proof us, we need to put women at the centre. Make them independent enough to lead voices, to shape gender narratives. Don’t just amplify a voice — build it, believe in it, back it.”

Two landmark reports were launched:

• The first examined the impact of gendered urban infrastructure on women’s workforce participation, with field research across Delhi, Mumbai, and Bhopal. It critiques gender-neutral planning and outlines how access to transit, sanitation, and safety directly affects economic participation.
• The second, developed under the UnPollute 2024 initiative by STEP, profiled women-led green startups, capturing their capacity-building journeys and recommending steps to strengthen women’s leadership in India’s sustainability ecosystem.

The event closed with a vote of thanks by Ms. Reema Arora, Co-Trustee, We4Her Foundation:

“What we saw today was the power of convergence — across sectors and perspectives. Collaboration, not silos, will drive the change that women in India truly deserve.”

As these dialogues move from event spaces into boardrooms, ministries, and municipal corridors, the We4Her Flagship Event underscores that inclusive cities and equitable economies are not just possible — they are necessary.

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