So, we started it, Saurabh, in about 150-odd stores in the month of November, December, then rolled it out to perhaps 200 stores in January, February, March. And as of April, all our stores, except our Tamil Nadu stores are running this new consumer recruitment value offer. So, it's not a promotion. I want to underline that this is not a promotion. This is a permanent value layer that we are building.
And we have put, additional...
Yes. Possibly, it is both. I don't think where we sit, we can comment on the overall macro. Certainly, we had seen this improvement start in December after the INR 99 initiative. The Dine- in, Takeaway business undoubtedly has seen a swing post that initiative happening. Like I think it is January, while we must not try and extrapolate this to infinity. But certainly, January starting off on a good note is a positive part. But let's wait and see as to how the whole quarter goes.
I don't think I can answer that. If you're saying that other people have also shown this good, that means the industry is turning around.
The improving ADS that we see in Q1FY26 versus Q4FY25 is a natural seasonal uplift that we see. The contracting margins when you see 0% SSSG and now if I just look back on 3 years SSSG, 3 years ago it was 0% in Q1FY26. This is I am talking about F Y23-24, ‘24-25 it was negative and now 0%. So, it is really operating deleverage coming into play Tejas.
And generally, April, May, June from a utility’s perspective etc. also versus Jan-Feb-March we will see because of summer an increase in cost. So, Q 4FY25 versus Q1FY26 is strictly not comparable.