A Nationwide Editorial Series Capturing India’s Budget Expectations Beyond Metros
As India prepares for the Union Budget 2026, ET NOW, India’s leading English business news channel and ET NOW Swadesh are set to roll out “Budget Bharat Yatra 2026”, a first-of-its-kind on-ground editorial initiative aimed at capturing the economic aspirations, expectations, and concerns of a rapidly evolving Bharat. The Budget Bharat Yatra 2026 seeks to create the most comprehensive and grassroots-driven budget expectation series in India, shining a spotlight on how Budget 2026 can unlock opportunities for businesses, youth, MSMEs, and the next generation of entrepreneurs across Tier-1 and Tier-2 cities.
Budget Yatra 2026 airs on weekdays at 4:00 PM with a repeat telecast at 10:00 PM on ET NOW, and at 4:30 PM with a repeat at 10:00 PM on ET NOW Swadesh. The ET NOW + ET NOW Swadesh Budget Yatra 2026 is a month-long, multi-city editorial coverage series designed to go beyond metro narratives and bring voices from India’s industrial corridors, business hubs, and emerging growth centres to the forefront. The Yatra will capture insights from – Entrepreneurs, industry leaders, MSMEs, start-ups, workers, traders, young professionals and first-time taxpayers. Special focus areas for editorial coverage include growth, employment, taxation, investment, and government policy expectations ahead of the Union Budget.
ET NOW Weekend will air every Saturday at 9:30 AM and 7:00 PM, and on Sundays at 12:00 noon, 2:30 PM, and 8:30 PM. As part of the on-ground outreach, the Budget Yatra will travel across key cities including Indore from 3–5 January; Chennai from 5–6 January; Bengaluru from 12–14 January; Kanpur and Lucknow from 14–16 January; Meerut on 17 January; Visakhapatnam from 19–21 January; Surat on 21 January; Hyderabad from 22–24 January; Baroda on 22 January; and Ahmedabad on 23 January. ET NOW Swadesh will also carry dedicated weekend coverage every Saturday and Sunday at 10:00 AM, 12:00 PM, 3:00 PM, 6:30 PM, and 8:00 PM, ensuring comprehensive reach across audiences.
Ashish Sehgal, CEO – Times Television Network and Chief Growth Officer – Media & Entertainment, said, “The Union Budget is not just a financial document—it is a reflection of India’s priorities, aspirations, and economic direction. Budget Yatra 2026 is about taking the budget conversation where it truly belongs—on the ground, with Bharat. By engaging directly with entrepreneurs, MSMEs, youth, and emerging businesses beyond the metros, our channels ET NOW and ET NOW Swadesh are capturing India’s real economic expectations and growth priorities ahead of the Union Budget.”
With Budget Bharat Yatra 2026, ET NOW and ET NOW Swadesh aim to provide policymakers, businesses, and viewers with a 360-degree view of India’s economic pulse—ensuring that voices from beyond the metros play a central role in shaping the national budget conversation.
Budget Yatra 2026 is co-powered by KIA Seltos, with Deloitte as the Knowledge Partner.
