Amazon India Ramps Up ‘Ashray’ Rest Hubs to 100 Locations Amid Rising Heatwave Warnings

E-Commerce

April 11, 2025

Image of amazon — Amazon India Ramps Up ‘Ashray’ Rest Hubs to 100 Locations Amid Rising Heatwave Warnings

As temperatures begin to spike across the country, Amazon India is stepping up efforts to support the people who keep the e-commerce engine running—its delivery partners. The company announced it will expand its network of ‘Ashray’ rest centres to 100 by the end of this year, offering much-needed relief for last-mile delivery workers navigating brutal heat and long hours.

Currently, around 30 Ashray centres are operational across various cities. With forecasts from the India Meteorological Department warning of a hotter-than-usual summer, including intense heatwaves in central and northwestern India, Amazon has just launched 10 new centres in the Delhi-NCR region alone.

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Ashray, meaning ‘shelter’ in Hindi, lives up to its name. These are fully equipped rest spots—air-conditioned seating, clean drinking water, rehydration supplies, mobile charging, washrooms, and basic medical kits—designed for short breaks between deliveries. Each hub can host up to 15 people at a time and is open daily from 9 AM to 9 PM.

What makes the initiative more inclusive is that it’s not limited to Amazon’s own delivery partners. Anyone working in the delivery or logistics ecosystem—regardless of their employer—is welcome to stop by and recharge, for up to 30 minutes per visit. The centres are strategically located at petrol pumps and rented commercial spaces with easy access and parking.

“These are more than just pit-stops,” said Abhinav Singh, Vice President of Operations for India and Australia at Amazon. “It’s about making sure that the thousands of people who power this industry have a safe space to cool off, hydrate, and regroup—especially as the heat becomes more punishing.”

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While Amazon currently funds and manages the entire operation, the company has hinted at a future model that invites collaboration from other players in the industry. “This isn’t just about Amazon,” the company noted, “it’s about setting a benchmark for worker welfare across the board.”

In a sector where delivery associates often go unnoticed despite their essential role, Ashray offers a small but important reminder: comfort and care shouldn’t be an afterthought.

Univision Foods Breaks Into B2C With Two New Dry Fruit Brands—Tauffa for Everyday Snacking, Nut n Berry for Luxe Gifting

Business

Online Desk

April 11, 2025

Image of Nut n Berry — Univision Foods Breaks Into B2C With Two New Dry Fruit Brands—Tauffa for Everyday Snacking, Nut n Berry for Luxe Gifting

After years of building a stronghold in the B2B space, Univision Foods is finally stepping into your kitchen shelf. The dry fruit-focused FMCG company has rolled out two homegrown brands—Tauffa and Nut n Berry—each aimed at a different slice of the Indian consumer base.

Tauffa, launched quietly as a test run in January, turned out to be more than just a soft experiment. It clocked over Rs 1 crore in sales within three months, prompting the company to scale it fast. With 15 different SKUs—ranging from almonds, raisins, and cashews to trail mixes and seeds—it’s meant for the daily shopper looking for high-quality staples without the boutique markup. Prices start at a wallet-friendly Rs 99.

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You’ll find Tauffa on platforms like Blinkit, Swiggy Instamart, Amazon, and Flipkart, as well as in stores across Delhi/NCR, Eastern Uttar Pradesh, and Guwahati. It’s clearly designed to serve the growing appetite for clean, trustworthy pantry goods in the mid-range segment.

On the other end of the spectrum is Nut n Berry, Univision’s premium push. This line is tailored for the urban buyer who doesn’t mind paying more for beautifully packaged, carefully sourced nuts and dry fruits. With just five SKUs to start, Nut n Berry is already positioning itself as a go-to for upscale gifting and indulgent snacking, with price points ranging from Rs 500 to Rs 3,000. It’s hitting high-end retail stores and fast-commerce shelves now.

“We’ve done well behind the scenes with B2B, but now it’s time to step into the spotlight,” said Chaudhary Dev Pratap Singh, founder of Univision Foods. “Tauffa and Nut n Berry are about giving Indian consumers reliable, premium-quality choices—whether they’re looking for value or luxury.”

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With India’s dry fruit market heating up, Univision’s timing—and dual-brand strategy—might just crack the code.

From Diesel to D2C: Meet ENGYNE, the New Homegrown Menswear Brand Betting Big on Affordable Luxury

Retail & Ecommerce

Online Desk

April 11, 2025

Image of engyne — From Diesel to D2C: Meet ENGYNE, the New Homegrown Menswear Brand Betting Big on Affordable Luxury

A new player is stepping into India’s fast-evolving menswear scene—and it’s not here to blend in. Say hello to ENGYNE, a Bengaluru-based label born out of a clear belief: Indian men deserve global-grade fashion without emptying their wallets.

Set to make its debut with the Spring-Summer 2025 line, ENGYNE is the brainchild of five founders—Gnanaprakash, Karthikeyan K., Karthikeyan P., Ramesh Kumar, and Dinesh D.—all of whom cut their teeth at heavyweights like Diesel and Guess. While working with global fashion giants, the team noticed a missing link back home: sharp design and quality construction, at prices that don’t feel like highway robbery.

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“We’re not trying to sell a dream wrapped in a label. We’re offering what should have always been available—refined, well-made clothing at fair prices,” said Karthikeyan K, Director at ENGYNE.

The brand’s launch will take place entirely online, with all products exclusively available through ENGYNE’s website. A mobile app is also on its way for Android and iOS users—signaling a clear commitment to its digital-first, direct-to-consumer playbook.

What sets ENGYNE apart, though, isn’t just its pitch—it’s its process. The company owns its own manufacturing unit, giving it full control from fabric sourcing to the last stitch.

“Nothing gets outsourced, which means we get to obsess over the little things—like fabric texture, collar shape, or seam strength—without inflating costs,” said Dinesh D, another co-founder. “The same quality checks that go into a shirt selling for ₹9,000 abroad go into ours too.”

With a focus on premium wardrobe essentials—think well-fitted shirts, versatile jackets, and modern silhouettes—ENGYNE is quietly building a brand that’s as much about principles as it is about looks.

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And if all goes to plan, it might just be the homegrown fashion label Indian men didn’t know they were waiting for.

Fur Jaden Raises Rs 9.5 Cr in First-Ever Funding Round to Take on India’s Rs 16,000 Cr Travel Gear Market

Business

Online Desk

April 11, 2025

Image of fur-jaden — Fur Jaden Raises Rs 9.5 Cr in First-Ever Funding Round to Take on India’s Rs 16,000 Cr Travel Gear Market

India’s travel gear market is undergoing a quiet revolution. The once predictable world of luggage—dominated by a handful of legacy players—is being challenged by a new generation of brands that put design, utility, and identity front and center. For today’s buyers, a bag isn’t just a bag—it’s a reflection of lifestyle and purpose.

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Among the disruptors, Mumbai-based Fur Jaden has carved out a noticeable presence. Launched in 2015 by husband-wife duo Sahil and Karishma Bansal, the brand has built its reputation on innovation and consumer insight. Think backpacks with built-in USB charging ports and anti-theft features like RFID-blocking compartments—Fur Jaden wasn’t just following global trends, it was setting new ones for Indian consumers.

What’s striking is that the company has remained profitable since day one, a rarity in the D2C space. And now, nearly a decade in, Fur Jaden is stepping into a new chapter. It recently raised Rs 9.5 crore in a Pre-Series A round, led by Gruhas Collective Consumer Fund. This marks the first time the brand has taken outside capital.

The fresh funding will be channelled into multiple directions—strengthening core teams, launching new product verticals, expanding its manufacturing capabilities under the Make in India initiative, and growing its offline footprint across key markets.

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In a detailed conversation with IndiaRetailing, Sahil Bansal shared the journey from bootstrapped beginnings to becoming a standout name in a fast-growing market expected to hit $16 billion by 2025. With a loyal online following and a clear expansion roadmap, Fur Jaden is gearing up to go from being a niche favourite to a household name in travel gear—one sleek backpack at a time.

Glenn Maxwell Makes His First India Investment, Joins Preity Zinta, Shubman Gill in Sports Startup Drive FITT

Online Desk

April 11, 2025

Image of drive fitt — Glenn Maxwell Makes His First India Investment, Joins Preity Zinta, Shubman Gill in Sports Startup Drive FITT

Australian cricket star Glenn Maxwell is stepping off the pitch and into the business arena with his first venture in India—joining hands with Drive FITT, a new-age sports and recovery club designed for serious athletes and fitness enthusiasts.

Drive FITT, which opened its doors in 2024, blends high-performance cricket training with structured fitness programs and science-backed recovery techniques. The startup was co-founded by an eclectic team including actor-entrepreneur Preity G Zinta, Indian cricketer Shubman Gill, Mark Sellar, Deke Smith, and Vikram Aditya Bhatia.

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Maxwell has made a strategic investment in the venture, but his role doesn’t end with a cheque. He’ll be actively involved in shaping the club’s training blueprint, lending his voice to content and branding efforts, and mentoring emerging talent. For someone known for his intense playing style and sharp fitness regimen, the fit seems natural.

“This project struck a chord with me instantly,” said Maxwell. “The blend of cricket, physical conditioning, and proper recovery is exactly what modern athletes need. I’m excited to bring my experience to the table and help build something that genuinely supports player growth—whether you’re a professional or just starting out.”

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Preity Zinta, who has long shared a professional relationship with Maxwell through their IPL association at Punjab Kings, called his entry into Drive FITT “a full-circle moment.”

“I’ve seen Glenn’s work ethic and the way he prioritizes player well-being. His mindset is in lockstep with what we’re trying to do here—put athletes first, always,” Zinta said.

Drive FITT is looking to carve out a niche in India’s booming sports and wellness sector by creating a space that doesn’t just train you hard but helps you recover smart—Maxwell’s involvement only adds muscle to that mission.

Good Glamm Group to Sell MissMalini’s Digital Assets to Creativefuel for Rs 4 Crore Amid Restructuring Drive

Business

Online Desk

April 11, 2025

Image of Miss Malinis — Good Glamm Group to Sell MissMalini’s Digital Assets to Creativefuel for Rs 4 Crore Amid Restructuring Drive

The Good Glamm Group (GGG), once hailed as a trailblazer in India’s content-to-commerce space, is preparing to part ways with some of its prized media assets. According to a report by Moneycontrol, the group is finalizing the sale of the domain name and social media handles of MissMalini—a brand that was once central to GGG’s media playbook.

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Digital content firm Creativefuel is expected to acquire these assets for around Rs 4 crore. The influencer management arm of MissMalini, however, will continue to remain under GGG’s ownership, signaling a selective pruning rather than a full exit from the media entity.

Creativefuel, led by brothers Nikhil and Tushar Sukhramani, has been actively building its portfolio in the creator-driven content space. Over the past year, the company has picked up well-known YouTube channels like Hasley India—home to stars such as Harsh Beniwal—and the boldly scripted Pataakha, as it looks to broaden its footprint among India’s Gen Z audience.

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MissMalini, started in 2008 by Malini Agarwal, was one of the first digital lifestyle platforms in the country. It built a loyal following with its coverage of pop culture, fashion, and celebrity life. In 2021, The Good Glamm Group scooped it up as part of an aggressive acquisition spree, reportedly paying upwards of Rs 70 crore—though later reports suggested the deal may have closed for as low as Rs 3 crore.

Now, the sale of MissMalini’s digital real estate appears to be part of a larger clean-up

Ramdev Sparks Uproar Over ‘Sharbat Jihad’ Remark in Sharply Worded Patanjali Promo

Online Desk

April 11, 2025

Image of ramdev — Ramdev Sparks Uproar Over ‘Sharbat Jihad’ Remark in Sharply Worded Patanjali Promo

Baba Ramdev has stirred up a political and communal storm once again, this time over remarks made in a promotional video that’s quickly gone viral. While endorsing Patanjali’s rose sharbat, the yoga guru accused an unnamed sharbat-selling company of channeling profits into religious institutions—specifically mosques and madrasas.

In the video, shared via the official ‘Patanjali Products’ Facebook page, Ramdev uses the phrase “sharbat jihad” to describe what he frames as a two-pronged threat: mainstream cold beverages, which he compared to “toilet cleaner,” and certain sharbat brands that, according to him, fund religious construction.

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The caption accompanying the post in Hindi, when translated, urges viewers to “shield their children and families from the toxic cold drinks and the so-called ‘sharbat jihad’” and instead choose Patanjali products.

Ramdev doesn’t mince words in the video. Speaking to an audience, he criticizes the popularity of cold drinks during the summer, arguing that they’re harmful and chemically loaded. “People are unknowingly drinking what’s no better than toilet cleaner,” he says. “That’s one kind of attack. On the other hand, there’s a business running on the sale of sharbat, and the money is being used to construct mosques and madrasas. That’s their belief system—no problem with that—but people need to know what they’re supporting when they buy.”

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The remarks have sparked immediate backlash online, with critics accusing Ramdev of communalizing a consumer product and using his platform to push divisive narratives under the guise of marketing. The reference to “sharbat jihad” has particularly drawn flak for echoing other polarizing phrases that have previously stirred controversy.

Neither Patanjali nor Ramdev has responded to the growing criticism, but the video continues to circulate widely on social media, fueling further debate.

Virat Kohli Ends 8-Year Run with Puma, Set to Invest in Agilitas Founded by Ex-Puma MD Abhishek Ganguly

Online Desk

April 11, 2025

Image of puma — Thank you for the invitation. At the time, I was transitioning to a new role. Now that I've joined Fitelo as AVP-Commerce, I would be delighted to speak with the editorial team.

After years of fronting Puma’s brand campaigns and being a key face in their India operations, Virat Kohli has officially parted ways with the global sportswear brand. While Puma hasn’t disclosed specific details behind the split, a spokesperson acknowledged the end of what they called a “wonderful association” marked by impactful campaigns and memorable product drops. The brand also stated it remains focused on backing emerging athletes and expanding its footprint in the Indian sportswear scene.

Kohli, meanwhile, seems ready to chart a new course.

According to LiveMint, the former Indian cricket captain is likely to join forces with Agilitas, a sportswear and athleisure company launched in 2023 by Abhishek Ganguly, ex-Managing Director of Puma India and Southeast Asia. Agilitas has already made a strong start by securing licensing rights for Italian brand Lotto across India, Australia, and South Africa. Now, if reports are accurate, Kohli is not just looking to endorse—but to invest.

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With an announcement expected to coincide with the ongoing IPL season, sources suggest Kohli aims to build something bigger than a brand endorsement deal. The goal, reportedly, is to create a fresh, global identity in sportswear with Agilitas at the center of it.

On the cricket front, Kohli recently reflected on the challenges posed by the IPL’s unpredictable format. In a conversation on JioCinema, he spoke about how the constantly shifting league table keeps players on edge and forces them to raise their game.

“Unlike a short series, the IPL keeps evolving. One week you’re leading, the next you’re chasing. Every stage comes with its own kind of pressure,” Kohli shared. “It forces you to adapt—technically and mentally.”

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As Kohli looks to evolve off the field as well, his next move might just reshape the sportswear game in India.

Ajay Devgan Joins Cartel Bros as Co-Owner to Launch 21-Year-Old Luxury Single Malt, ‘The Glenjourneys’

Business

smash ballon

April 11, 2025

Image of Cartel Bros — Ajay Devgan Joins Cartel Bros as Co-Owner to Launch 21-Year-Old Luxury Single Malt, ‘The Glenjourneys’

New Delhi – April 11:

In a high-profile move that merges Bollywood with the world of fine spirits, Cartel Bros has announced the launch of its most ambitious product yet—‘The Glenjourneys’, a 21-year-old limited-edition single malt whisky. Making the debut even more notable is the entry of acclaimed actor and filmmaker Ajay Devgan as an investor and co-owner of the brand.

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The announcement was made public by Neeraj Singh, Chief Business Officer at Cartel Bros, via LinkedIn, where he called the moment “exciting” and emphasized the craftsmanship behind the whisky. Only 600 bottles of ‘The Glenjourneys’ will be available globally, signaling an ultra-premium positioning aimed at discerning whisky enthusiasts and collectors.

This collaboration is more than just a celebrity endorsement. Devgan, known for his sharp business acumen and previous ventures in the beverage space, will play an active role in shaping the future of the brand. His involvement is expected to strengthen the brand’s visibility and credibility, especially in a market where heritage and storytelling matter as much as taste.

The Pioneer Edition, as it’s called, has been in the making for over two decades and represents Cartel Bros’ vision to produce homegrown luxury spirits with international appeal. According to insiders, the brand has focused heavily on quality, aging, and craftsmanship to deliver a bottle that tells a story—one of patience, refinement, and ambition.

With this launch, Cartel Bros enters an elite circle of Indian whisky makers exploring the high-end, small-batch single malt category. And with Devgan on board, the journey is just beginning. More launches and expansions are expected in the coming months as the team builds on the momentum.

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For now, whisky lovers can raise a glass to a new name in Indian luxury spirits—‘The Glenjourneys’.

Neesh Perfumes Sets Sights on Rs 300 Cr Revenue by 2030, Eyes Global Footprint and Offline Growth

Retail & Ecommerce

Online Desk

April 10, 2025

Image of neesh — Neesh Perfumes Sets Sights on Rs 300 Cr Revenue by 2030, Eyes Global Footprint and Offline Growth

Luxury fragrance label Neesh Perfumes, born and built in India, is setting some ambitious targets: it wants to hit Rs 200–300 crore in revenue by FY2030, fueled by going global, stepping into brick-and-mortar retail, and widening its sales network.

At the heart of this journey is founder Rishi Verma, who started Neesh to bring Indian-crafted luxury scents to the world stage. “We’re not chasing numbers for the sake of it. This is about putting India on the global luxury map—through perfume,” Verma said in a conversation with IndiaRetailing.

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Until now, Neesh has mostly lived online, selling directly through its website and digital platforms. But that’s about to change. The brand is working to strike a balance—targeting a 70:30 online to offline mix—and will soon open its first exclusive stores in Delhi and Bengaluru. These won’t be shelf spaces inside big stores but standalone Neesh boutiques, designed to let people walk in and fully experience what the brand stands for.

“We’re finalising spots in high-footfall areas—think premium malls and popular shopping streets,” Verma shared. “We’re building something that feels personal, where people can smell, touch, and connect with our creations.”

Neesh isn’t stopping there. It’s making inroads into multi-brand retail chains like Shoppers Stop and is experimenting with new ideas like custom-scented welcome gifts in luxury hotels—compact 10ml bottles left in guest rooms.

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Beyond just stores and scents, the company is thinking bigger: new product lines, international markets, and collaborations that bring in fresh audiences. The larger vision? To grow Neesh into a legacy Indian fragrance house that can hold its own against top global names—without losing its roots.

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