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astha jha
Astha Jha

Astha Jha

Astha.Jha@intoday.com

Astha Jha is a Correspondent at Business Today, covering business, the economy, personal finance, startups, corporate trends and the changing world of work. She is especially interested in stories that look at how big economic and business shifts sho...

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For younger consumers, borrowing through a digital platform may not feel particularly different from any other online transaction. (AI generated image)

Why festive shoppers are choosing loans over savings. Expert explains the changing borrowing pattern

by Astha Jha |Nov 8, 2026

Consumers are turning to personal loans for festive shopping, travel and other planned expenses, raising questions about how much borrowing is too much.

Women with at least three months of business history recorded approximately 1.5X their baseline income, alongside 100% reported loan repayment to date. (AI generated image)

95% track business accounts, 87% use AI: How rural women entrepreneurs are changing the finance game

by Astha Jha |Nov 5, 2026

As of September 2026, 87% of relevant trained participants had used AI Vyapar Mitra and 95% were regularly recording business accounts digitally.

The most effective habit is pay-yourself-first saving—allocating funds as soon as salary arrives rather than saving whatever happens to remain.  (AI generated image)

From ₹50,000 paycheck to total panic : How hidden costs empty young earners’ wallets each month

by Astha Jha |Oct 29, 2026

Money that may be needed soon should not be exposed to unnecessary market risk, while longer-term money can be considered for investments suited to that time horizon.

The biggest change is not simply in how much women borrow, but in what they do with the money. (AI generated image)

From small loans to big businesses : How rural women are changing India’s microfinance story

by Astha Jha |Aug 22, 2026

The growing use of smartphones and digital payments is also helping women take part in business transactions more directly.

For now, YES Essence is available only to salaried women.

YES Bank’s latest push: A credit card just for women that goes beyond shopping

by Astha Jha |Aug 20, 2026

Women have traditionally been viewed as supplementary or “add-on” users of credit cards, with the primary financial relationship often held by another family member.

For first-time users, the advice is to start with one card, understand the billing cycle and pay the total outstanding amount every month.

More cards, more savings? How young Indians are using multiple credit cards to cut everyday costs — experts say this is how to make it work

by Astha Jha |Aug 18, 2026

From cashback to rewards, experts share how consumers can use multiple cards strategically without overspending.

Coming out remains a deeply personal decision.

Promotions, paychecks & pride: What happened after these LGBTQ+ professionals came out at work

by Astha Jha |Jun 16, 2026

 While diversity, equity and inclusion (DEI) initiatives have gained visibility in recent years, employees say day-to-day support from colleagues, managers and leadership often matters just as much as...

Jim Sarbh essays the role of Xerxes Desai in Made in India: A Titan Story

All about Xerxes Desai, whose bold pitch to JRD Tata revolutionised India's watch market

by Astha Jha |Jun 10, 2026

Born in 1937 into a Parsi family, Xerxes Desai studied at Elphinstone College under Mumbai University before pursuing higher education at Oxford University.

Customers are showing increasing interest in Japanese, Australian and French beauty brands, along with Middle Eastern perfume labels.

From Korean serums to French creams: How these Indian cities are driving India’s premium beauty boom

by Astha Jha |May 23, 2026

Amazon India is strengthening its position as India’s largest beauty store, with its beauty customer base continuing to grow in double digits year-on-year and plans to add over 100 premium brands in 2...

Since Bollywood mostly works on a freelance system, many people are paid project by project and do not have fixed salaries.

Not all's well in Bollywood! Behind-the-scenes workers see 50-60% decline in income: Report

by Astha Jha |May 23, 2026

Even though the behind-the-scenes workers struggle to pay house rents due to dwindling projects, the A-listers remain unfazed and continue to command high fees.