Education
Health
Thyrocare Launches India’s First Pregnancy Kit Backed by a Lab Test; Yami Gautam Named Brand Ambassador
Mumbai (Maharashtra) [India], November 3: Thyrocare Technologies Limited (“Thyrocare”; NSE: THYROCARE, BSE: 539871), one of India’s largest diagnostics companies, today entered the pregnancy testing segment with the launch of the Thyrocare Pregnancy Kit, the first pregnancy kit in India to come bundled with a quantitative laboratory confirmation test. The company has also appointed actor Yami Gautam as brand ambassador for the kit.
The kit contains a rapid at-home pregnancy test and a voucher for a Thyrocare Beta hCG laboratory test at half its regular price, with home sample collection included. A home test reads a hormone level as a line on a strip; the Beta hCG test measures that hormone precisely in an accredited laboratory. Together they give a woman an immediate answer and, when she wants it, a number to confirm it.
Thyrocare operates 46 laboratories and 11,310 collection points across 607 districts, processing 1 lakh+ samples a day. Its laboratories are NABL-accredited. That infrastructure is what makes the pairing possible: a woman who takes the home test can book the confirmatory Beta hCG through the Thyrocare website by scanning a QR code inserted in the packaging and have a sample collected at home, usually within a few hours.
The launch extends Thyrocare’s consumer-facing diagnostics business into a category that reaches Indian households directly. More than 150 million pregnancy tests are sold in India each year, almost all of them read and acted on at home without any laboratory follow-up.
Yami Gautam brings to the association a public voice built on doing the research rather than taking the first answer, which is the idea the kit is built on. A working mother who has spoken often about nutrition and family wellness, she is the brand ambassador for the Thyrocare Pregnancy Kit across its launch campaign.
“When it comes to a pregnancy result, every woman deserves clarity and reassurance. The Thyrocare Pregnancy Kit gives a quick answer at home and a lab to back it – a reassuring combination for such an important moment,” said Yami Gautam Dhar.
“Every year, millions of Indian women take a pregnancy test at home and are left with a line on a strip and no way to confirm it. We have spent two decades building the laboratory network that answers that question properly. Putting the two in one box is the obvious next step, and it is where consumer healthcare is going: a quick answer at home, with clinical confirmation one step away,” said Rahul Guha, MD and CEO of Thyrocare.
The Thyrocare Pregnancy Kit is available at leading pharmacies, e-commerce and q-commerce platforms at an MRP of Rs. 60. Each pack contains an at-home rapid pregnancy test kit with a test sensitivity of 25 mIU/mL, a dropper and a coupon code to avail beta-HCG blood test at home. The bundled Beta hCG laboratory test is offered at Rs. 399, half its regular price of Rs. 800, with home sample collection included. The voucher is valid for 6 months from purchase.
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Business
Routed Media Builds for the Next Phase of India’s Creator Economy
Combining regional storytelling, audience intelligence and technology to deliver objective-led brand solutions and sustainable creator businesses
Mumbai (Maharashtra) [India], November 4: As audiences increasingly discover brands through creators, digital communities and culturally relevant content, Routed Media is building for three connected shifts in India’s creator economy: regional and language creators becoming central to national brand strategies, creators developing sustainable businesses beyond endorsements, and technology ;bringing greater transparency, efficiency and accountability to the ecosystem. Its approach combines cultural intelligence, audience insights and content expertise to develop solutions around specific brand objectives.
The democratisation of content has broken down geographical and linguistic barriers, allowing a creator from a small town to build a national audience without moving to a metro or conforming to mainstream narratives. As the next wave of creator growth emerges from Bharat, Routed Media sees regional relevance as more than translating a campaign. It requires an understanding of local humour, cultural nuances and community behaviour, supported by insight into who consumes a creator’s content and why.
For brands, the conversation is shifting from how many views a creator can deliver to whether a partnership builds trust, influences consideration and contributes to business outcomes. Routed Media brings together influencer marketing, music, meme marketing, production and intellectual property development, selecting formats and distribution according to the challenge each brief presents.
For the FIFA World cup launch campaign, a rapid turnaround and changes to streaming and pricing required an approach that could build awareness while reassuring viewers about the improved viewing experience. Routed Media deployed football creators, Gen Z influencers, regional voices, mega creators and celebrities, alongside match-led content seeding across meme pages and football communities. Running from June to July, the campaign engaged 164 creators and amplified content across 3,814 pages, generating over 3 mn subscribers for Z5 during the most testing matchday timings.
For Zomato, the objective was to tell delivery partners’ stories from their own perspective. Routed Media brought together composer Amit Trivedi and lyricist Mago, supervising the creative process and producing a brand song in Hindi and Tamil. Digital distribution supported the song’s reach and discoverability, keeping the lived experiences of delivery partners at the centre of the narrative.
Its Durga Puja film Aagomoni for TATA.CARS drew on Bengali music, family rituals and a mother-daughter reunion to build emotional affinity. Featuring the red Sierra as the central vehicle alongside the wider portfolio, the film integrated cars into journeys home for the festival. It was distributed to internal teams and trade partners, published on the brand’s regional social handles and screened at Red FM’s “Dugga Dugga” event.
Technology supports this approach by informing creator discovery, audience evaluation, content design and campaign optimisation. The focus extends beyond follower counts to audience demographics, geography, language, engagement quality, content affinity and brand relevance. Routed Media’s approach to cultural intelligence powered by technology is intended to improve decisions and visibility into performance, content, campaign economics, deliverables and outcomes while keeping human creativity and cultural understanding central.
Its client portfolio includes ZEE5, JioStar, Godrej, Mother Dairy, Malabar, Lenskart, Bajaj, Zomato, INOX Air Products and Titan, among others.
Anandini Goenka, Co-founder, Routed Media, said:
“For the longest time, access to national audiences was concentrated among a relatively small set of creators, languages and markets. That is changing. The democratisation of content means that a creator from a smaller town, speaking their own language, can build an audience across the country without losing their cultural identity. We believe the next wave of creator growth will come from Bharat. For brands, the opportunity lies in understanding these audiences at a much deeper level. At Routed, our focus is on combining cultural intelligence with technology and audience insights to break language barriers and make creator-led marketing more relevant, inclusive and effective.”
Kirthi Shridhar Rai, Co-founder, Routed Media, said: “Too often, the industry starts with the creator and then looks for a role for the brand. We believe it should be the other way around. Start with the business problem, understand the cultural context, and then build the idea—whether that means creators, memes, music, entertainment or an original content property. Having helped build Zee Music Company from the ground up and worked across acquisition and marketing for 1000+ film and music campaigns, I’ve seen how the right content can move beyond visibility to shape conversations, influence choices and create lasting relevance. At Routed, we’re bringing that entertainment-first mindset to brand building. We don’t believe in forcing every brief into the influencer marketing playbook; we believe in finding the right cultural solution for the problem a brand needs to solve.”
Alongside its brand-facing work, Routed Media is focused on talent management and creator development across languages, genres and markets. Through content strategy, brand partnerships, original IPs and cross-platform growth, it aims to help creators diversify revenue beyond one-off paid collaborations, including opportunities in social commerce and knowledge commerce. Its long-term vision is to build sustainable creator businesses, connecting brands with culturally relevant voices while giving creators more ways to grow.
