Denim Giant True Religion Expands Digital Footprint in India; New Webstore Goes Live After Iconic India Tie-Up
True Religion, the American label known for its signature denim and street-ready fashion, has just switched on its own e-commerce site for Indian customers. This marks a major digital milestone for the brand in the country.
Indian shoppers can now browse and buy True Religion’s latest drops—from jeans and tees to accessories—straight from the source. The new site promises not just a catalogue of collections, but also special edition items and handpicked edits designed with Indian tastes in mind.
“India’s fashion scene is evolving fast, and people are looking for brands that help them stand out. This is the right time to bring True Religion’s unfiltered, confident vibe online,” said Apoorv Sen, Chief Operating Officer of Iconic India, the brand’s local partner.
True Religion teamed up with Iconic India earlier this year and has since been selling through physical stores and platforms like Myntra, Tata CLiQ Luxury, and Iconic’s own site. This new direct-to-consumer platform is meant to deepen the brand’s reach and connect more personally with India’s style-conscious crowd.
India’s biggest consumer goods companies — including ITC, Nestlé, Coca-Cola, Tata Consumer, Dabur, Reliance, and Parle — are shifting their attention back to traditional retail. After a year of deepening relationships with quick-commerce players like Blinkit, Zepto, Instamart, and BB Now, the focus is now returning to kirana stores — the country’s true retail backbone.
According to The Economic Times, these companies are now actively working to repair strained ties with their distributor networks. This includes expanding product options available to kiranas, smoothing out supply chain kinks, and offering better margins to small retailers — a move driven largely by pushback from distributors, who claim online platforms have been receiving more favourable pricing and terms.
Take ITC, for instance. The company has adjusted its distribution model to help kirana shops stock more premium offerings, while also rolling out targeted incentives for higher-value outlets — a signal that it’s ready to re-invest in long-term channel loyalty.
Kiranas Still Hold The Fort, Despite Digital Hype
While quick-commerce continues to grab headlines and funding, the numbers tell a different story. General trade — powered by an estimated 13 million kirana stores — still handles over 90% of India’s FMCG sales. And this traditional system isn’t ready to take a back seat just yet.
In fact, tensions have been simmering. Many distributors say the rise of app-based grocery delivery has come at their expense, citing unfair pricing models and better margins being handed to online channels.
Things reached a boiling point on June 16, when the All India Consumer Products Distributors Federation (AICPDF), which represents nearly half a million members, called on FMCG firms to level the playing field. Their demands? Price parity across all sales channels and proper vendor contracts that recognise and protect traditional distributors.
With the pressure building, legacy brands are being forced to rethink their priorities. Kiranas may not offer the speed or data of digital platforms, but they still hold the trust of millions — and in Indian retail, that trust is worth more than any algorithm.
Tom Cruise Allegedly Banned From Purchasing Bugatti Vehicles Following a $1 Million Veyron Door Malfunction at the Mission: Impossible 3 Premiere
Tom Cruise may be known for pulling off death-defying stunts in Mission: Impossible, but even Hollywood’s most fearless action star couldn’t escape an awkward moment with a car door. And that moment may have cost him more than just a few seconds of embarrassment—it may have landed him on Bugatti’s unofficial blacklist.
According to Modern Car Collector, the incident dates back to 2006, during the red carpet premiere of Mission: Impossible 3. Cruise rolled up in a sleek $1 million Bugatti Veyron—one of the most elite hypercars on the planet, boasting a monstrous 16-cylinder engine and over 1000 horsepower. It was the kind of entrance you’d expect from someone who lives life in the fast lane.
But things didn’t quite go according to script. In front of flashing cameras and a global audience, Cruise struggled for nearly 45 seconds to open the passenger door of his own car. The moment, while mildly amusing to fans and media, didn’t sit well with Bugatti. Allegedly, the brand considered the fumble a blow to its image of seamless precision and elite engineering.
Rather than laugh it off, Bugatti reportedly took a more extreme route—placing Cruise on an internal list of people no longer permitted to purchase their vehicles. Though unconfirmed by the brand itself, the story has floated around car enthusiast circles for years. Cruise isn’t alone either; Modern Car Collector suggests that other celebrities have also been quietly blacklisted for behavior that didn’t align with Bugatti’s carefully curated luxury image.
In a world where high-end brands fiercely protect their reputations, even a simple door malfunction can allegedly get you locked out of the club—no matter how many box office billions you’ve earned.
Ajay Devgn Rejoins Prayag India as Brand Ambassador: Plumbing Giant Bets Big on Star Power to Boost Market Presence
Prayag India, a leading name in the sanitaryware and plumbing solutions industry, has officially announced the return of Bollywood actor Ajay Devgn as its brand ambassador. This renewed collaboration marks a significant move for the brand, which has long been associated with quality, durability, and innovation in the home improvement space.
Known for his powerful screen presence and grounded persona, Ajay Devgn embodies the same values that Prayag India stands for—strength, reliability, and commitment. His return as the face of the brand signals not just a continuation, but a reinforcement of the trust and credibility that the two have built over time.
Commenting on the partnership, a company spokesperson said that Devgn’s no-nonsense image, deep-rooted connection with Indian households, and long-standing popularity make him the perfect fit for Prayag’s vision. The brand aims to leverage his influence to connect with a broader audience and reinforce its identity as a household name known for innovation and craftsmanship.
Prayag India has been steadily growing its footprint across the country, with a wide range of faucets, bathroom fittings, and kitchen solutions. The renewed campaign featuring Devgn is expected to roll out across television, print, and digital platforms soon, showcasing the synergy between the actor’s persona and the brand’s core message.
In an era where celebrity endorsements often feel fleeting, this reunion stands out as a thoughtful alignment of values, strategy, and mass appeal—bringing together a legacy brand and a cinematic icon once again.
Sarojini Went International, and Forgot Her Passport”: Prada’s £1,000 Kolhapuri Chappals Ignite Outrage Over Cultural Appropriation at SS26 Show
By now, we should be used to it. The fashion world has a long-standing habit of dipping into Indian wardrobes, plucking out a piece of culture, and serving it up with a Euro-luxe tag—no footnote, no nod, no thanks. This time, it’s Prada. Yes, that Prada. Their Spring/Summer 2026 Men’s collection just hit the runway featuring footwear that looked suspiciously familiar to anyone who’s ever wandered through the lanes of Kolhapur—or just had a grandfather with good taste.
As models paraded down the catwalk in what can only be described as high-end Kolhapuri chappals, fashion lovers and cultural watchdogs alike were quick to call it out. The Internet, rarely silent in moments like this, erupted with a mix of sarcasm, eye-rolls, and exasperated memes.
Celebrity stylist Anaita Shroff Adajania didn’t mince words. She reposted the runway clip with a clear message: Prada didn’t reinvent anything—they just borrowed, repackaged, and rebranded a classic that’s been part of Indian streets and homes for generations.
Diet Sabya, Instagram’s resident fashion truth-teller, joined the chorus with a sharp jab: “Not to sound like your concerned desi aunt, but are we ready to pay £1,000 for Kolhapuri chappals because a European house decided they’re chic now?” Their post threw light on a deeper shift in fashion manufacturing—how Indian craftsmanship is now repurposed under foreign labels with heftier price tags. “It’s all made in India. The threadwork, the detailing, the drama—always has been,” they added.
Public reaction? A glorious mess of pride, amusement, and justified outrage. While some users laughed it off—“My dadaji used to rock the same pair,” one wrote; another chimed in, “The chappal just got a visa”—others were more pointed. Comments like “How conveniently they erase the roots and call it innovation” and “Sarojini just went luxury” peppered the feed.
One user summed it up best: “Joggers from Lajpat now on Milan runways. Retail price: 200 bucks in Delhi, 2,000 euros in Europe. Iconic, but make it appropriation.”
So, the question remains—how long before cultural borrowing becomes cultural respecting? Until then, let’s keep calling it what it is: stylish plagiarism with a shiny label.
Ice Cream and Sanitary Pads? How Go Zero’s Bold Collaboration With Nua Delivered 4X+ ROAS by Putting Comfort Over Coupons
Some of the best ideas don’t emerge from spreadsheets or boardrooms: they come from paying attention to people. And that’s exactly how Go Zero’s latest collaboration with Nua was born.
In a refreshingly honest LinkedIn post, Go Zero’s founder Kiran Shah shared the origin story behind the brand’s newest partnership, one rooted not in market trends or fancy algorithms, but in a moment of human observation.
It began with the women on Go Zero’s team. They noticed that during their menstrual cycles, chocolate-based Go Zero ice creams were quietly becoming a go-to source of comfort. No one had flagged it. No dashboards had picked it up. But it was happening.
Curious, the team decided to test a simple idea: on Blinkit, show Go Zero’s chocolate SKUs to customers purchasing sanitary pads. The results were staggering—more than 4x ROAS (Return on Ad Spend), a number the team had never hit before, not even during big campaigns or discount-led pushes. And this happened without slashing prices or running elaborate ads: just pure, contextual relevance.
What it revealed was bigger than numbers: periods aren’t just about hygiene; they’re about how we feel. Comfort, cravings, and care are deeply intertwined.
So Go Zero teamed up with Nua, a brand known for its thoughtful menstrual care products. For a limited time, select Nua products on Blinkit now come with a free Go Zero ice cream. A small but meaningful gesture to say: when you’re PMSing, you deserve a moment of guilt-free indulgence.
Shah ended his post by crediting the women who sparked the idea, thanking them for transforming an everyday insight into a campaign that delivers more than just conversions. It delivers care.
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Eternal’s District App Expands into Retail Discovery, Adds Shopping Discounts and Local Experiences
Without any fanfare or official announcement, Eternal, the company led by Deepinder Goyal, has expanded the scope of its lifestyle app District, quietly rolling out a new feature that lets users discover nearby retail stores. The new ‘Stores’ tab within the app gives shoppers access to local outlets offering clothing, shoes, home decor, beauty services, and more.
The list of participating brands already includes names like The Souled Store, Adidas, VLCC, Toni & Guy, Heads Up For Tails, Libas, Kazo, and BlackBerry, among others.
District is also sweetening the deal by offering instant discounts (up to ₹500 or 10% off) and additional perks like food and movie vouchers—but only if users make their purchase through the app at one of the featured stores. These benefits are tailored based on a user’s location, and the app highlights nearby outlets offering the best deals.
Eternal hasn’t commented on the rollout yet—questions sent by Inc42 have gone unanswered so far.
District Shifts Gears: From Movie Tickets to Local Shopping and Activities
The new retail feature is part of a larger push by Eternal to make District a comprehensive “going-out” app, not just a ticketing platform. Alongside the retail section, the app has also launched a new ‘Activities’ tab that showcases workshops, recreational spaces, art and craft sessions, and amusement venues. To build buzz, District is relying on influencer partnerships to promote these experience-based offerings on social platforms.
District first hit the market in November 2024, and while it started out focused on movies and events, its ambitions have clearly expanded. It has already crossed 10 million downloads on Google Play Store. The app’s ticketing infrastructure is built on the back of Paytm Insider, which Eternal acquired last year in a ₹2,048 crore deal as part of its strategy to scale its “going out” vertical.
Today, District users can do everything from booking movie tickets and finding gigs to exploring restaurants, retail stores, and experiences—positioning it as a broader lifestyle app rather than just a ticket-booking tool.
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Interestingly, Zomato (now Eternal) had previously invested $50 million in magicpin back in 2021 during its $60 million Series D round, picking up a 16% stake. Now, District seems to be stepping on similar turf—enabling hyperlocal discovery and rewards, much like magicpin’s model.
If you’ve ordered from Blinkit’s quick food app, Bistro, lately, you may have noticed something new on your bill—an unexpected INR 5 “convenience fee”. But you wouldn’t have seen it upfront. The fee pops up sneakily at the final checkout screen, without any prior heads-up from the app. No push notification, no banner, not even a fine-print update. Just a quiet INR 5 addition, waiting for you at the end of your order.
Eternal, which owns Blinkit and launched Bistro late last year, hasn’t made any public announcement or in-app clarification yet. Inc42 has reached out to the company for comments on the matter.
Bistro is the latest player to quietly roll out extra charges—a now common tactic in the food delivery business as platforms look for creative ways to boost revenue without raising menu prices. It’s not alone.
Over the past year, Swiggy and Zomato have experimented with various fees of their own: small cart charges, packaging costs, surge-based pricing, and of course, convenience fees that can run as high as INR 30 depending on when and where you order. Zepto has also leaned into this model, with multiple add-ons that push up the final bill on smaller or peak-hour orders.
The Fast-Food Sprint Is Getting Crowded
Bistro was launched in December by Blinkit to offer fast, ready-to-eat food—snacks, beverages, and meals delivered within 15 minutes. Starting in Gurugram, the service has been quietly expanding to more areas, going up against rivals like Zepto Cafe and Swiggy’s SNACC.
But the rush to dominate the 15-minute food game hasn’t been without its hiccups.
Just last month, Zepto Cafe pulled out of several North Indian cities—Agra, Chandigarh, Meerut, Mohali, Amritsar—citing supply chain headaches. Around 400 workers were reportedly affected by the move. Zepto later said it plans to reopen in those cities in the coming quarter and is also trimming staff at some outlets to control operational costs.
Still, the segment is heating up. BigBasket quietly launched its own quick food delivery pilot in Bengaluru earlier this month. The plan? Roll out 40 dark stores for this offering by July.
Others are racing in too. Swish, which snagged INR 122 Cr in funding in March, and Zing, launched around the same time as Bistro, are also vying for a slice of India’s growing instant meals market.
Even with delays, layoffs, and sneaky fees, the 15-minute food fight is far from cooling down. If anything, it’s just getting spicier—with every click, sip, and charge.
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