'Historically, there hasn't been much representation around para-athletes from a brand perspective.' 'With their best medal tally in Paris, it has triggered considerable organic interest.'

'There's significant interest from both existing and new sponsors who recognise the value of associating with Olympic athletes.'

'Their chemistry is organic and authentic, making them an appealing choice for collaborative endorsements.'

From florists in Ghazipur's phool mandi to sweet shop owners in Old Delhi's Chandni Chowk, the preparations, if not the sales, have already begun.

'We don't have a say which MP stays where. We prepare everything and allot according to the list we get from Parliament.'

'This is my last election; hence, I need people's support and blessing to achieve and ensure victory.'

'In India, political parties want to portray their leaders as cinematic heroes critical of their opponents.' 'This is where memes come into play.'

'Merchandise plays a key role in creating buzz about a specific party.'