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ET NOW and ET NOW Swadesh have announced the launch of ‘Budget Bharat Yatra 2026’, a nationwide editorial initiative aimed at capturing India’s budget expectations from the ground up, as the country prepares for the Union Budget 2026. The initiative seeks to move beyond metro-centric narratives and bring forward voices from emerging business hubs, industrial corridors and Tier-1 and Tier-2 cities across the country.
According to a press release issued by the network, Budget Bharat Yatra 2026 is designed as a month-long, multi-city editorial series that will reflect the economic aspirations, concerns and priorities of a rapidly evolving Bharat. The initiative focuses on how the upcoming budget can unlock opportunities for businesses, MSMEs, youth, start-ups and first-generation entrepreneurs across regions that are increasingly driving India’s growth story.
The series will air on weekdays at 4.00 pm, with a repeat telecast at 10.00 pm on ET NOW, while ET NOW Swadesh will carry the programme at 4.30 pm with a repeat at 10.00 pm. In addition, ET NOW Weekend will feature special episodes every Saturday at 9.30 am and 7.00 pm, and on Sundays at 12.00 noon, 2.30 pm and 8.30 pm. ET NOW Swadesh will also offer dedicated weekend coverage across multiple time bands to ensure wide audience reach.
As part of the on-ground outreach, the Budget Yatra will travel to several key cities, including Indore, Chennai, Bengaluru, Kanpur, Lucknow, Meerut, Visakhapatnam, Surat, Hyderabad, Baroda and Ahmedabad through January. The coverage will include interactions with entrepreneurs, industry leaders, MSMEs, traders, workers, young professionals and first-time taxpayers, with editorial focus on growth, employment, taxation, investment and policy expectations ahead of the budget.
Ashish Sehgal, CEO – Times Television Network and Chief Growth Officer – Media & Entertainment, said the Union Budget is not merely a financial document but a reflection of India’s priorities and aspirations. He said Budget Bharat Yatra 2026 aims to take the budget conversation to the ground by engaging directly with Bharat beyond the metros, capturing real economic expectations and growth priorities before the finance minister speaks.
With Budget Bharat Yatra 2026, ET NOW and ET NOW Swadesh aim to present a 360-degree view of India’s economic pulse, ensuring that voices from emerging cities and growth centres play a central role in shaping the national budget conversation. The initiative is co-powered by KIA Seltos, with Deloitte as the Knowledge Partner and 5paisa as an associate sponsor.
