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Leading Brands Which Jumped On The Baba Ka Dhaba Bandwagon For Positive Change
A few days ago, a video appeared on social media of an old man and his wife, who run a small food business in South Delhi. The old man can be seen breaking down on the video, because business has been quite bad due to low demand due to the COVID-19 pandemic. The old man who is now being called as Baba spoke about how it has been difficult for his wife and himself to make a living. The video quickly went viral on social media and #BabaKaDhaba began trending. The video was widely shared by celebrities, politicians and the people at large and Baba was not prepared for the outpouring of love, help and the surge in demand all of a sudden.
Famous brands have also decided to get in on the #BabaKaDhaba bandwagon and Zomato was the first to make the most of the moment marketing. A Twitter user tagged Zomato on the viral video and asked if they can add Baba Ka Dhaba on their app and Zomato obliged and went ahead and added Baba’s Dhaba as a listing on their platform. Even the Indian Premier League franchise Delhi Capitals, shared the video and urged Delhites to go and help the Baba and his little eatery.
UPDATE: baba ka dhaba is now listed on zomato and our team is working with the elderly couple there to enable food deliveries
thank you to the good people of the internet for bringing our attention to this ❤️
— zomato india (@ZomatoIN) October 8, 2020
Sach mein, Dilli ka Dil ek misaal hi hai! So heartwarming to see Delhiites visit #BabaKaDhaba and bring a smile back on the lovely couple 🙂 !
Aise hi local businesses ko support karte rahiye! #YehHaiNayiDilli 💙 https://t.co/KTUkESKrda pic.twitter.com/6OLwXa4rhF
— Delhi Capitals (Tweeting from 🇦🇪) (@DelhiCapitals) October 8, 2020
ALSO READ: Top Ten Long Standing Indian Brands
Pepsi also stepped up and provided a dealer hoarding, a fridge full of Pepsi beverages for free so that Baba can sell the beverages to his customers apart from sending rations for Baba’s home.
Credit managing startup OkCredit helped the Baba by setting up a QR code for payments so Baba can keep a track of receivables and credit as Baba Ka Dhaba caters to the crowd who frequent nearby institutions and trucks drivers. Google has set up a Google Pay QR code so customers have additional mode of payment.
The National Restaurant Association of India (NRAI) pledged to upgrade the infrastructure of Baba Ka Dhaba to make it COVID-compliant. The dating app Tinder also shared a tweet from their official Twitter account to urge others to choose the eatery for their next date.
We recommend #BabaKaDhabha for your next date 🔥
— Tinder India (@Tinder_India) October 8, 2020
Although Baba Ka Dhaba has become a hotspot for brands to advertise themselves, the incident will be a lesson on how social media can be a great agent for change and spreading positivity.
OpenAI’s introduction of trusted contact safeguards for potential self-harm cases reflects a major evolution in AI responsibility.
Beyond Moderation
AI safety is shifting from simply blocking harmful content to actively supporting user wellbeing through:
- early risk detection
- human-centered intervention
- stronger emotional safety frameworks
This positions AI as more than an information tool—it becomes part of broader digital support systems.
Key Industry Impact
Trusted contact models could influence future safety standards across:
- AI assistants
- mental health platforms
- social media
- digital health services
The Bigger Challenge
While promising, success depends on balancing:
- privacy
- consent
- ethical intervention
- user trust
Final Take
This move signals that the future of AI safety may rely not just on preventing harmful responses, but on building more responsible, human-connected support systems.
Rozana, India’s leading rural retail platform, has secured ₹290 crore ($35 million) in a Series B funding round led by Bertelsmann India Investments (BII), with participation from Omidyar Network India, Vivid Capital, and Tana Investment Holding. This Rozana funding brings its total capital to over ₹500 crore, fueling hyperlocal expansion in underserved rural markets. Founded in 2021 by brothers Prashant and Prateek Chauhan, the startup’s phygital model blends micro-stores, app-based ordering, and last-mile delivery to connect 5 million+ users in 12 states with brands like ITC and HUL.
The ₹290 crore investment will supercharge Rozana’s rural omnichannel retail strategy, targeting 5x growth in 18 months. Plans include adding 5,000 micro-stores in Uttar Pradesh, Bihar, and Rajasthan; AI-powered inventory tech; and new categories like groceries and electronics. By empowering 20,000+ rural micro-entrepreneurs, Rozana taps into India’s $700 billion rural retail boom, where smartphone penetration and UPI drive 12% annual growth.
This Rozana Series B milestone positions it as a frontrunner against rivals like Ninjacart, eyeing unicorn status by 2028 amid ONDC tailwinds. CEO Prashant Chauhan emphasized, “We’re building rural prosperity through accessible premium brands.” For more on Rozana funding news and rural retail trends, stay updated on India’s startup ecosystem.
Peak XV Partners has launched three new funds totaling $1.3 billion, targeting India’s booming startup ecosystem. The lineup features the $600M Surge fund (8th edition) for early-stage ventures, a $300M Growth Fund for Series B+ scaling, and a $400M Acceleration Fund for rapid portfolio expansion. This commitment arrives as India’s VC inflows rebound, with AI and fintech leading 2026 trends.
These funds build on Peak XV’s legacy of backing unicorns like Zomato and Pine Labs, offering founders capital plus strategic guidance amid post-winter recovery. Early-stage deals surged 20% last year per Tracxn, positioning Peak XV to fuel the next wave of innovation in SaaS, climate tech, and consumer plays.
For startups eyeing Peak XV new funds or Surge fund 2026 applications, this signals prime opportunities. Investors and marketers should watch for deployment updates India remains a global VC hotspot.
