Media baroness Kalli Purie has transformed the predominantly magazine-based India Today Group (ITG) into a TV and digital powerhouse over two decades. With India's most watched news channel — Aaj Tak — in the fold, Kalli commands the ability to guide the national narrative. English channel India Today TV and magazine India Today only add to that prowess. But the biggest impact ITG has made in recent times is in the digital space via the web-only 'Tak' channels. Its first digital-only national news channel News Tak now has nine regional offshoots. Tak channels have garnered a combined user base of over 51 million with more than 8.7 billion views across social platforms. The group's latest offering is a differentiated news channel 'Good News Today'. True to Fortune India MPW weightage to the use of power for greater good, Kalli directed ITG's newsrooms to dispel Covid misinformation at large scale. It deployed its social media handles to amplify requests for plasma, oxygen and hospital beds. The group became the bridge between citizens and the medical fraternity in solving problems by highlighting them to authorities. It launched Aaj Tak Corona Clinics, a free public helpline for medical consultation from top doctors. Its India Today Covid Helpline got experts and medical professionals from AIIMS and the Indian Defence Services to address audience concerns at large.