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Discovering Niche Markets: A Tale of Opportunity

Niche markets are unique marketplaces. They don’t target the general consumer base but instead aim to identify and serve specific groups with unique needs

Dr. Sudheer Babu

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Image by Gerd Altmann from Pixabay

Pavittar Singh’s Epiphany
Pavittar Singh’s eight-year-old son received a promotion—from writing with a pencil to using a pen in school. While his son was writing with the pen, Pavittar noticed a problem he hadn’t observed before. His son couldn’t write at the same speed as his classmates and struggled to see what he was writing. The reason? Pavittar Singh’s son was left-handed.

The more Pavittar paid attention to his son’s activities, the more this uniqueness troubled his thoughts. Why couldn’t his left-handed son perform tasks as smoothly as other kids? He soon found the answer—his son was living in a world designed for right-handed people. From books and pens to chairs, everything was made for right-handers.

In 2016, Pavittar Singh opened India’s first store exclusively selling products for left-handers. From school stationery to cricket gear, everything was available at the store. He also created his own brand, “MyLeft.” Do you know what’s special about the notebooks for left-handers? Check the binding—it’s on the right side. Fascinating, isn’t it?

The Power of Niche Markets
We can call this market for left-handed products a niche market—a unique segment of the vast market for right-handers. This business targets the specific needs of left-handed individuals. When you identify a specific group of consumers with unique needs and provide them with products or services, it becomes a niche business strategy.

Mae Joy’s Journey
Mae Joy recognized a similar struggle during her pregnancy. She couldn’t find comfortable clothing suitable for her changing body. This realization of the need for such clothing led her to open Kerala’s first branded store, “ZIVA,” in 2012, offering an exclusive range of maternity wear. Mae’s pregnancy experience led her to discover a niche market.

Understanding Niche Markets
Niche markets are unique marketplaces. They don’t target the general consumer base but instead aim to identify and serve specific groups with unique needs. Have you seen pure vegetarian restaurants? From the vegetarian food enthusiasts, can we find a niche market? This thought process led to the creation of restaurants exclusively for vegans—a niche market.

How to Discover Niche Markets
Observe and study the market closely. Pay attention to your own life experiences. Find niche markets where no one else is looking and create success stories there.

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Jio Joins Forces with SpaceX’s Starlink to Bring High-Speed Internet to India

India’s richest man Mukesh Ambani’s Jio Partners with SpaceX for a Digital Revolution

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In a groundbreaking move, Jio Platforms Limited (JPL), a subsidiary of India’s Reliance Industries Limited, has announced a strategic partnership with SpaceX to offer Starlink’s high-speed broadband internet services across India. This collaboration comes as part of Jio’s ambition to expand its broadband offerings and transform connectivity in the country, especially in rural and remote areas.

The partnership between Jio, led by India’s richest man, Mukesh Ambani, and SpaceX, led by US billionaire Elon Musk, marks a significant step in bridging the digital divide and accelerating India’s digital ecosystem. By bringing Starlink’s advanced low Earth orbit (LEO) satellite internet into its fold, Jio is positioning itself at the forefront of India’s broadband evolution, promising to provide affordable and high-speed internet to even the most remote corners of the country.

Through this agreement, Jio will integrate Starlink’s services into its vast network, offering them to both consumers and businesses across India. Customers will be able to access Starlink’s solutions through Jio’s retail outlets as well as its online platforms, ensuring a seamless and efficient experience for users nationwide.

“Ensuring that every Indian, no matter where they live, has access to affordable and high-speed broadband remains Jio’s top priority,” said Mathew Oommen, Group CEO of Reliance Jio, in a statement. “Our collaboration with SpaceX to bring Starlink to India strengthens our commitment and marks a transformative step toward seamless broadband connectivity for all. By integrating Starlink into Jio’s broadband ecosystem, we are expanding our reach and enhancing the reliability and accessibility of high-speed broadband in this AI-driven era, empowering communities and businesses across the country.”

Jio’s extensive infrastructure, paired with Starlink’s pioneering satellite technology, will address the connectivity challenges in India’s most underserved areas, ensuring the benefits of the digital age are accessible to all. The collaboration will also allow Jio to complement its existing broadband services, such as JioAirFiber and JioFiber, by providing high-speed internet in hard-to-reach locations more quickly and affordably.

Additionally, Jio and SpaceX are exploring further areas of collaboration, looking for innovative ways to strengthen India’s digital landscape. Gwynne Shotwell, President and Chief Operating Officer of SpaceX, commented, “We applaud Jio’s commitment to advancing India’s connectivity. We are looking forward to working with Jio and receiving authorization from the Government of India to provide more people, organizations, and businesses with access to Starlink’s high-speed internet services.”

In an interesting twist, Jio’s partnership with Starlink comes just one day after India’s second-largest telecom operator, Airtel, also signed a deal with Starlink. This move indicates that India’s telecom sector is witnessing a significant transformation as leading operators race to offer cutting-edge broadband services through satellite technology, further boosting the country’s digital revolution.

As part of its long-term strategy, Jio continues to innovate and diversify its offerings, positioning itself as a leader in the broadband space with cutting-edge solutions. With this collaboration, Jio not only aims to enhance the reach of its broadband services but also solidifies its role in advancing India’s goal of becoming a global leader in the digital economy.

The union of Jio’s expansive infrastructure and SpaceX’s space-based internet promises to accelerate India’s journey toward becoming a digitally connected nation, ensuring that no part of the country is left behind in the fast-evolving digital landscape.

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New Research Could Allow People to Correct Robots’ Actions in Real-Time

Through basic interactions like pointing to the object, tracing a path on a screen, or physically nudging the robot’s arm, you could guide it to complete the task more accurately.

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Graduate student Felix Yanwei Wang nudges a robotic arm that is manipulating a bowl in a toy kitchen set up in the group’s lab. Using the framework Wang and his collaborators developed, slightly nudging a robot is one way to correct its behavior. Credits:Credit: Melanie Gonick, MIT

A breakthrough framework developed by researchers from MIT and NVIDIA may soon allow people to correct a robot’s actions in real-time using simple, intuitive feedback—similar to how they would guide another person.

Imagine you’re doing the dishes and a robot grabs a soapy bowl from the sink—but its gripper misses the mark. Instead of having to retrain the robot from scratch, a new method could enable you to fix its behaviour in real time. Through basic interactions like pointing to the object, tracing a path on a screen, or physically nudging the robot’s arm, you could guide it to complete the task more accurately.

This new approach eliminates the need for users to collect data and retrain the robot’s machine-learning model, unlike other traditional methods. Instead, it allows the robot to immediately adjust its actions based on user feedback to get as close as possible to fulfilling the user’s intent.

In tests, the framework’s success rate was 21 percent higher than an alternative method that did not leverage human corrections.

“This approach is designed to let robots perform tasks effectively right out of the box,” says Felix Yanwei Wang, an MIT graduate student in electrical engineering and computer science (EECS) and the lead author of a paper on the framework. “We can’t expect laypeople to gather data and fine-tune models. If a robot doesn’t work as expected, users should have an intuitive way to fix it.”

Wang’s co-authors include Lirui Wang PhD ’24, Yilun Du PhD ’24, senior author Julie Shah, MIT professor of aeronautics and astronautics and director of the Interactive Robotics Group at CSAIL, along with Balakumar Sundaralingam, Xuning Yang, Yu-Wei Chao, Claudia Perez-D’Arpino PhD ’19, and Dieter Fox from NVIDIA. The research will be presented at the upcoming International Conference on Robots and Automation.

A New Approach to Robot Correction

Currently, many robots use generative AI models trained on vast amounts of data to perform tasks. These models can solve complex tasks but often struggle to adapt to real-world situations that differ from their training environment. For example, a robot might fail to pick up a box from a shelf if the shelf in the user’s home is arranged differently than in its training environment.

To address this, engineers often collect new data and retrain the model—a time-consuming and costly process. However, the new MIT-NVIDIA framework allows users to interact with the robot during deployment, correcting its behavior in real time without the need for retraining.

“We want users to guide the robot without causing mistakes that could misalign with their intent,” says Wang. “The goal is to provide feedback that adjusts the robot’s behavior in a way that is both valid and aligned with the user’s goals.”

The system offers three ways for users to provide feedback: they can point to the object they want the robot to interact with, trace a desired trajectory on a screen, or physically nudge the robot’s arm. Wang explains, “Physically nudging the robot is the most direct way to specify user intent without losing any of the information.”

Ensuring Valid Actions

To avoid the robot making invalid moves—like colliding with nearby objects—the researchers developed a sampling procedure. This technique ensures that the robot chooses actions that are both feasible and aligned with the user’s request.

“Rather than just imposing the user’s will, we allow the robot to take the user’s intent into account while ensuring the actions remain valid,” Wang says.

The researchers’ framework outperformed other methods during tests with a real robot arm in a toy kitchen. While the robot might not always complete tasks immediately, the system allows users to correct it on the spot, without waiting for it to finish and then provide new instructions.

The framework also has the potential to learn from user corrections. For instance, if a user nudges the robot to pick up the correct bowl, the robot could log this action and incorporate it into its future behavior, gradually improving over time.

“The key to continuous improvement is having a way for users to interact with the robot,” says Wang. “This method makes that possible.”

Looking ahead, the researchers aim to improve the speed of the sampling procedure and test the framework in new, more complex environments, paving the way for robots that are more adaptable to real-world scenarios.

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Starliner crew challenge rhetoric, says they were never “stranded”

Sunita Williams and Barry Wilmore don’t require a “rescue mission.” The veteran astronauts challenged some misconceptions the public has had about their over-extended stay aboard the International Space Station (ISS), following the Boeing Starliner mishap last June.

Karthik Vinod

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NASA's official portrait of the Boeing Starliner crew.
NASA's official portrait for the Boeing Starliner flight crew. From left to right: Sunita Williams and Barry Wilmore | Credit: NASA

Last year on June 5th, NASA astronauts Sunita Williams and Barry Wilmore were on a flight testing mission to dock a Boeing Starliner spaceraft to the International Space Station (ISS). Set to return just eight-days later, their mission met with an ill-fated death. A few thrusters failed, in addition to a helium leak onboard, rendered the Boeing Starliner spacecraft too unsafe for NASA’s liking. The agency’s stubborn refusal to let their astronauts be under harm’s way, meant the Starliner returned to earth later in September without its crew.

In the months passing since then, Williams and Wilmore never left the public gaze. Media headlines and TV news anchors have taken to report the event as a major predicament. This is despite the fact, that the astronauts were neither stranded, nor left alone. Williams and Wilmore weigh in on the issue recently during a live interaction with the media.

“Butch (Barry Wilmore) and I knew this was a test flight,” Sunita Williams said to CBS News. “We knew that we would probably find some things (wrong with Starliner) and we found some stuff, and so that was not a surprise.”

This is not to say the situation the duo found themselves in is unprecedented; for it is indeed unprecedented. When NASA had Boeing Starliner‘s software reconfigured and return to earth in one shape. NASA had the benefit of doubt, given their original assessment was made with the best possible evidence available at the time; and not to compromise upon crew safety. As of latest plans, Williams and Wilmore will return to earth by late-March 2025 at the earliest.

But the rhetoric has reinforced calls to put together a “rescue mission.” SpaceX CEO Elon Musk, who advises incumbent US President Donald Trump, claimed at a Fox News interview that his proposal to bring the astronauts back in September was rejected by the previous administration led by President Joe Biden. Musk made a statement there that sparked controversy. “They were left up there for political reasons.”

Narratives draw ire from the space community

Musk’s comments drew ire from other veteran astronauts. Andreas Mogensen, a former ISS commander during Expedition 70, reacted to Musk’s comment on X to say, “What a lie. And from someone who complains about lack of honesty from the mainstream media.” Musk responded in kind soon there after, aggressively standing his ground. However, the astronauts themselves found the claims unsubstantiated.

According to WCVB Boston, Barry Wilmore himself said, “I have not heard that … I’m not sure that could be the case based on what I know. We came up here with a plan to return, and the plan changed.” NASA themselves had issued a clarification in the aftermath of Musk’s own comments, claiming it had never received a direct proposal from SpaceX for any mission. Nor did they warrant such a “rescue mission”, as now President Trump has called on for.

Political considerations are not a factor in changing the timelines in the ISS expeditions. “The White House was very good about letting us make safety decisions and leaving that to the experts at NASA,” Bloomberg reported Pam Melroy, an ex-NASA administrator involved in the mission, as having said.

Long-exposure photograph taken on July 3, 2024, of the Boeing Starliner docked to the ISS, with the earth in the background | Credit: Matthew Dominick/NASA

“Help us change the rhetoric …”

Risks and derailed plans are part and parcel of space travel, and something space agencies draw backup plans for. Much of the public angst and concern for the astronauts is the loneliness arising from prolonged isolation in space, and fears of mishap with the ISS.

“That is what the human space flight program is; it prepares for any and all contingencies that we can conceive of, and we prepare for those,” Newsweek reports Sunita Williams as having said. Health professionals on ground have helped monitor and manage their physical and psychological fitness. Inadvertently, they contribute to research studying the human body’s ability to adapt in the micro-gravity conditions; as well as psychological resilience and the astronauts’ ability to handle stress. But this is nothing astronauts cannot handle. In fact, Williams compared her situation with that of a tourist. “I call it a little vacation from earth.”

They have had astronauts from the Crew 8 expedition give them company during the arrival in June, assisting them with their microgravity-based scientific experiments. In September, they were joined by a new party of astronauts of the Crew 9 mission – Roscosmos’ Alexander Gubnov, and NASA’s Nick Hague replacing the astronauts from Crew 8.

In addition to extra clothing and stockpile of food, NASA had left two extra seats were left empty for Williams and Wilmore to return along with Gubnov and Hague on their return later this March or April, when astronauts from upcoming Crew 10 dock later this month. Given there is a spacecraft docked to the ISS at all time, they have all what it takes to evacuate during an emergency.

“So if you’ll help us change the rhetoric, help us change the narrative…let’s change it to ‘prepared and committed’ rather than what you’ve been hearing,” WCVB Boston reported Williams as having said.

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