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NARS Expands India Presence via Reliance TIRA: Products Now Online and In-Store

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Global makeup house NARS Cosmetics has officially entered the Indian beauty market through a tie-up with Reliance Retail’s beauty platform TIRA, strengthening the latter’s growing portfolio of international brands.

The Shiseido-owned label announced that its products are now available on TIRA’s online store as well as at four of its offline outlets, marking its first physical presence in India. This partnership is being positioned as a strategic move to reach India’s fast-expanding beauty consumer base, which is increasingly looking for global and premium labels.

Sanjay Sharma, India country head of Shiseido Group, described the launch as a significant milestone. “Our partnership with TIRA marks an important milestone for NARS in India. TIRA’s omni-channel strength and innovation-first approach align seamlessly with our mission to establish NARS’ artistry with Indian consumers. This partnership goes beyond retail; it is about nurturing a deeper, more meaningful connection with India’s vibrant beauty community,” he said in a statement.

The entry of NARS coincides with a boom in India’s beauty and personal care sector, which industry trackers estimate could cross 30 billion dollars within the next five years. Rising disposable incomes, urbanisation, and social media-driven aspirations have accelerated demand for premium and luxury beauty products.

Reliance Retail has been expanding TIRA both as an e-commerce platform and as a chain of standalone beauty stores in major metros. Its focus on blending offline and online touchpoints gives global brands like NARS a ready-made platform to scale in India’s fragmented retail landscape.

With this launch, NARS joins an increasingly competitive space where platforms such as Nykaa and Sephora are also battling for consumer attention through exclusive tie-ups and international brand partnerships.

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PATH Water Raises Funding from Morrison Seger VC to Expand Sustainable Aluminum Bottled Water

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PATH Water Raises Funding from Morrison Seger VC to Expand Sustainable Aluminum Bottled Water

PATH Water, a U.S.-based sustainable bottled water brand, has secured fresh investment from Morrison Seger Venture Capital Partners, underscoring growing investor interest in eco-friendly consumer goods. The financial terms of the deal were not disclosed.

Founded on the principle of environmental responsibility, PATH Water is distinguished by its use of durable, refillable aluminum bottles that are fully recyclable. The company positions itself as a sustainable alternative to conventional single-use plastic water bottles, appealing to environmentally conscious consumers amid increasing global concern over plastic pollution.

PATH Water products are now available in over 60,000 retail locations across the United States, including leading chains such as Walmart, Whole Foods, 7-Eleven, and CVS. The brand’s widespread retail presence highlights its successful expansion strategy and strong adoption among mainstream and specialty retailers alike.

According to company projections, PATH Water is expected to surpass $75 million in revenue this year, reflecting robust growth driven by both sustainability-focused consumer trends and increased distribution reach. Analysts note that the brand’s model, which combines eco-conscious packaging with mass-market availability, positions it uniquely in a crowded beverage landscape.

Morrison Seger Venture Capital Partners’ investment marks a strategic move to back brands that marry consumer convenience with environmental stewardship. Industry experts suggest that funding inflows like these are critical for scaling production, expanding retail partnerships, and supporting marketing campaigns to reach a broader consumer base.

PATH Water has previously emphasized its commitment to circular packaging, highlighting initiatives such as aluminum bottle recycling programs and partnerships with sustainability-focused organizations. With increasing consumer demand for products that reduce environmental impact, the company’s growth trajectory signals strong potential for further market penetration.

The infusion of capital is expected to accelerate PATH Water’s expansion plans, helping it solidify its position as a leading player in sustainable bottled water and setting the stage for continued growth in the fast-evolving beverage sector.

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Medusa Beverages Targets Rs 225 Crore Revenue, Aims to Double Beer Sales in FY26

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SnackTeam
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Medusa Beverages, one of India’s fastest-growing beer brands, is aiming to nearly double its sales volumes in the current fiscal year, targeting 1.8 to 2 million cases and revenues of around Rs 225 crore, up from Rs 155 crore last year, according to Avneet Singh, founder and CEO.

Founded in 2017 and operational since 2018, Medusa has carved a niche in the premium strong beer segment, offering 5.9% alcohol content beers that sit between mild and super-strong variants. “We are essentially the category creators for this alcohol percentage in India,” Singh said, noting the brand’s impressive 51-52% compound annual growth rate.

Currently, Medusa’s products, including a special beer range in collaboration with Warner Bros, are available across nine states. Delhi remains its largest market, followed by Uttar Pradesh, Haryana, Uttarakhand, and Chhattisgarh. Retail accounts for nearly 98% of sales, with HoReCa channels making up the remainder. The brand primarily caters to the 25-40 age demographic, leveraging quality, packaging, aftertaste, and a quirky brand personality to position itself as a lifestyle choice for young consumers.

To support expansion, Medusa operates through leased breweries in Uttarakhand, Punjab, and Chhattisgarh, while using Microsoft Dynamics ERP and Salesforce to enhance supply chain and sales efficiency. Singh acknowledged challenges, particularly Delhi’s state-controlled retail system, advocating for more modernized outlets with larger formats, refrigeration, and improved displays.

Despite these regulatory hurdles, the company is focused on scaling within India rather than diversifying into other categories or markets. “The Indian beer market offers tremendous growth potential. With global players eyeing India, our priority is to consolidate and scale locally first,” Singh said.

With a strong combination of brand identity, product quality, and operational expansion, Medusa Beverages is setting its sights on becoming a dominant player in the premium beer segment, shaping itself as a lifestyle and choice-driven brand for young Indian consumers.

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Hyperpure Expands Beyond Restaurants as Blinkit Model Shift Hits 60% of Revenue

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SnackTeam
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Hyperpure, the B2B grocery supply unit owned by Eternal, is widening its customer base to include home bakers, caterers, street vendors and small event suppliers as it faces a sharp revenue adjustment following changes at Blinkit, its sister platform.

Blinkit, which moved to an inventory-led model on September 1, had until recently been a major revenue driver for Hyperpure. Supplies to Blinkit’s marketplace sellers accounted for more than 60 percent of Hyperpure’s topline, according to people familiar with the matter. With that channel now closed, the unit is seeking new avenues of growth.

Hyperpure reported revenue of ₹2,295 crore in the April-June quarter, marking an 89 percent year-on-year jump and a 25 percent rise sequentially. Eternal’s management, however, has already cautioned that the business will experience de-growth over the next few quarters as the impact of Blinkit’s transition becomes more visible. The unit, which currently operates at breakeven, is expected to face margin pressure as well.

To counter this, Hyperpure has been strengthening its infrastructure. The company recently leased 2.5 lakh square feet of warehousing space in Bhiwandi near Mumbai on a long-term basis, adding to its 11 warehouses across eight cities. It has also expanded processing capabilities for value-added foods such as sauces, spreads and semi-prepared perishables, while introducing faster delivery for restaurant partners.

Hyperpure supplied over 100,000 unique outlets during FY25, up 30 percent from the previous year. Eternal’s annual report highlights efforts to build an end-to-end procurement and logistics chain for restaurants, cafes and hotels.

The segment is becoming increasingly competitive. Swiggy has entered with its Assure vertical, while Udaan’s horeca360 arm now contributes up to 20 percent of its Bengaluru business and is preparing to expand to Delhi-NCR, Hyderabad and Chennai.

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Reliance Consumer Products Partners Regional Bottlers to Roll Out Campa Sure in Northern India

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SnackTeam
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Reliance Consumer Products, the fast-moving consumer goods arm of Reliance Industries, is preparing to launch Campa Sure, a mass-market packaged water brand positioned to shake up India’s ₹30,000-crore bottled water industry. The company has begun signing partnerships with regional bottlers, with the product slated for rollout in Northern markets within the next two weeks.

According to T Krishnakumar, director of Reliance Consumer Products, the partnerships will focus on bottling, technology, and governance standards, while avoiding outright acquisitions. He stressed that the collaboration with smaller firms will not only ensure consistency in quality but also help reduce the prevalence of counterfeit bottled water in the country.

Campa Sure is being introduced at sharply lower price points compared to established national players. A 250-ml bottle will retail for ₹5, while a one-litre pack will cost ₹15. In comparison, leading brands such as Bisleri, Coca-Cola’s Kinley, and PepsiCo’s Aquafina are priced at around ₹20 per litre. Larger packs of two litres will sell for ₹25, nearly 20–30% below competitors’ price tags of ₹30–35.

Industry executives noted that Reliance’s aggressive entry is reminiscent of its 2023 launch of Campa Cola, where lower-priced packs forced Coca-Cola and PepsiCo to cut prices or introduce smaller formats. A similar shake-up is now expected in packaged water, where both Coca-Cola and PepsiCo have historically under-invested in branding and promotions.

Krishnakumar emphasised that Reliance’s goal extends beyond price disruption. “Our approach is to democratise the category, provide affordable options, and establish benchmark standards across the supply chain,” he said.

The rollout comes shortly after the government’s GST 2.0 reform reduced the tax on packaged water from 18% to 5%, a move that has already prompted companies across the sector to revise prices. Reliance believes Campa Sure, alongside its premium Independence water line, will allow it to address diverse consumption channels in India’s fragmented market.

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Libas Records 1 Lakh Orders on Festive Day One, Sales Surge 50% YoY

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SnackTeam
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Homegrown apparel brand Libas has reported a sharp surge in festive demand, crossing one lakh customer orders on the opening day of the season’s sales. The figure marks a 50 per cent increase in sales compared to the same festive period last year, highlighting both growing consumer appetite for value-driven ethnic wear and the brand’s channel diversification.

According to the company, demand on the first day translated into more than 50 orders every minute. The strongest traction came from core categories including kurtas, kurta sets, co-ords, sarees and loungewear.

Sidhant Keshwani, Founder and CEO of Libas, attributed the growth to a combination of consumer trust and a calibrated marketplace-direct strategy. “This year we recorded a 50 per cent jump over last festive season’s performance. What’s significant is the channel mix, with 60 per cent of orders coming through leading e-commerce platforms and the remaining 40 per cent through our own website and app. This balanced distribution reflects the growing trust in Libas as a direct brand,” he said.

Keshwani added that recent reforms under GST 2.0, which reduced tax slabs on mass fashion apparel, gave a further boost to festive consumption, making products more affordable for a wider consumer base.

The brand currently operates over 50 exclusive stores across the country and has built a strong digital presence. With its omnichannel strategy, Libas is aiming to consolidate its position in India’s fast-growing value-fashion segment, where festive shopping remains a critical driver of growth.

Industry trackers note that the apparel market is expected to see strong double-digit growth this festive season, with mid-priced ethnic wear emerging as a key beneficiary of the shift in consumer preference toward affordable, stylish and occasion-ready clothing.

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23 Social Media Marketing Ideas to Make Your Restaurant Go Viral in 2025

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SnackTeam
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In today’s dining scene, your food isn’t the only thing that needs to look good—your content does too. For restaurants, social media has become as important as the menu itself. Whether you’re running a cozy café in Jaipur, a cloud kitchen in Bengaluru, or a fine-dining restaurant in Delhi, the right social media strategy can bring in more footfall, online orders, and brand love.

So, how do the likes of Starbucks, Domino’s, or even a neighborhood dosa joint get their digital recipe right? Here are 23 social media ideas for restaurants that actually work.

1. Behind-the-Scenes Content

Show the journey from kitchen to table. Customers love transparency and authenticity.

2. Chef’s Specials

Feature your chef preparing a signature dish with a personal story.

3. Daily/Weekly Food Challenges

Create challenges like “Finish a 2-foot dosa” or “Spicy Wings Contest” and post them.

4. User-Generated Content (UGC)

Encourage customers to share their food photos. Repost with credits.

5. Reels & Shorts

Quick 10–15 second recipe videos or plating shots can go viral.

6. Polls & Quizzes

Ask your audience fun questions: “Pizza with pineapple—yay or nay?”

7. Showcase Ingredients

Highlight fresh produce or local sourcing. It builds trust.

8. Festive Menus

Tie promotions to Diwali, Eid, or Christmas with unique dishes.

9. Collaborations with Food Bloggers

Partner with influencers—big or micro—for authentic reach.

10. Customer Testimonials

Video reviews are more powerful than text-based feedback.

11. Meme Marketing

Relatable, funny memes can instantly increase engagement.

12. Limited-Time Offers

Post about flash sales or “Happy Hour” deals.

13. Team Introductions

Put faces behind your service—servers, chefs, and even delivery staff.

14. Food Styling Posts

Experiment with photography that makes your dishes Instagram-worthy.

15. Live Cooking Sessions

Go live on Instagram or Facebook to show a new dish being made.

16. Interactive Stories

Use stickers, sliders, or countdowns on Instagram Stories.

17. Customer Spotlights

Feature your regulars—it makes them feel valued.

18. Sustainability Efforts

Post about eco-friendly packaging or waste reduction practices.

19. Seasonal Promotions

Mango shakes in summer, gajar ka halwa in winter—seasonal sells.

20. Trending Audio

Use trending TikTok/Instagram sounds with food videos.

21. Collaborations with Local Brands

Team up with coffee roasters, breweries, or bakeries for collabs.

22. Menu Sneak Peeks

Tease new dishes before officially launching them.

23. Contests & Giveaways

Offer free meals or vouchers for tagging friends and sharing posts.

Why It Works

Social media for restaurants isn’t just about food pictures—it’s about storytelling, community, and creating shareable moments. Brands like McDonald’s and Domino’s use consistent campaigns, while small eateries go viral with a single creative Reel.

Final Bite

If you want to make your restaurant irresistible online, start experimenting with these 23 ideas. Mix storytelling with visuals, stay consistent, and most importantly—engage. In 2025, diners aren’t just hungry for food; they’re hungry for experiences worth sharing.

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How to Promote Your Food Business on Social Media: 15 Proven Marketing Tricks in 2025

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SnackTeam
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For food businesses today, social media is no longer optional—it’s the main course. Whether you’re running a home bakery, a cloud kitchen, or a fine-dining restaurant, platforms like Instagram, Facebook, and even YouTube can drive orders, build brand loyalty, and turn casual diners into loyal fans. But here’s the catch: posting random food photos isn’t enough. You need a strategy.

So, how do successful brands like Domino’s, Biryani by Kilo, or even your neighborhood café manage to stay on top of the digital food chain? Let’s break it down.

1. Make Your Food Look Irresistible

Great photography sells. Invest in high-quality visuals—mouth-watering shots, behind-the-scenes prep, or even quick cooking reels. A well-lit dosa or a perfectly melting pizza slice can do more than a thousand words.

2. Leverage Reels, Shorts, and TikToks

Short-form video is king. Use trending audios to showcase your dishes, customer reactions, or quick recipes. McDonald’s India uses quirky Reels, while local cafés go viral with just one well-timed “food-porn” video.

3. Run Contests and Giveaways

Free food is always a crowd-puller. Ask followers to tag friends, share stories, or create content with your dishes. It boosts reach while bringing new customers in.

4. Collaborate with Food Influencers

Micro-influencers in your city can drive more authentic engagement than celebrity ads. Invite them to taste, review, and share your food. Swiggy and Zomato partner with such creators regularly.

5. Tell Stories, Not Just Menus

Your audience doesn’t just want food—they want a connection. Share the story of your chef, your inspiration behind a dish, or your sustainable sourcing practices. Authenticity wins.

6. Engage with Your Audience

Reply to comments, repost customer content, and even run polls (“Should we add Nutella pancakes to the menu?”). Engagement is a two-way street, and social media rewards it.

7. Use Paid Ads Smartly

Targeted ads on Instagram and Facebook can push your promotions to people who live nearby. For small businesses, even ₹500 a day can generate footfall and online orders.

8. Be Consistent and Trend-Savvy

Post regularly. Jump on trends when they align with your brand. But don’t chase every meme—pick what fits your vibe.

Final Serving

Social media marketing for food businesses isn’t about posting randomly—it’s about building a community and a craving. Get the basics right: good visuals, consistent posting, authentic engagement, and creative campaigns. If Domino’s can make a campaign out of “30 minutes or free,” you too can find your own hook.

In 2025, the restaurants and food brands that win online will be the ones who don’t just sell meals but create moments worth sharing.

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The Top 8 Social Media Food Marketing Strategies to Make Your Brand Go Viral in 2025

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SnackTeam
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In today’s digital-first dining world, food is no longer just eaten—it’s photographed, shared, and reviewed before the first bite. From street food vendors to five-star restaurants, social media has become the ultimate growth driver for the food industry. But with endless posts flooding Instagram and TikTok, how do you stand out?

Here are the top 8 social media food marketing strategies that brands like Starbucks, Domino’s, and even local cafés are using to stay viral and relevant.

1. Invest in Drool-Worthy Visuals

Food is a visual experience. High-quality photography, close-up shots, and well-lit Reels can make your dishes irresistible. A burger dripping with cheese or a perfectly plated biryani can do half the selling online.

2. Ride the Reels and TikTok Wave

Short-form video dominates attention spans. Showcase cooking hacks, behind-the-scenes plating, or customer reactions with trending audio. Domino’s India regularly experiments with fun, quirky Reels that drive millions of views.

3. Encourage User-Generated Content (UGC)

Your customers are your best marketers. Create hashtags, encourage diners to tag your restaurant, and repost their content. Starbucks’ #RedCupContest became a global phenomenon this way.

4. Run Contests and Giveaways

People love free food. Weekly giveaways, “tag a foodie friend” contests, or discounts for sharing posts can multiply engagement and brand awareness.

5. Collaborate with Food Influencers

Influencers—especially micro-influencers—offer authentic reach. Inviting them to review your menu can put your brand in front of thousands of local customers who trust their recommendations.

6. Share Your Story, Not Just Menus

Audiences crave connection. Post about your journey, sustainability practices, or the inspiration behind a dish. Local cafés that highlight their farm-to-table sourcing often see stronger loyalty online.

7. Use Paid Ads Strategically

Targeted ads on Facebook and Instagram let you reach customers nearby with surgical precision. A small spend can lead to big returns, especially for time-sensitive promotions like “Happy Hour” or “Weekend Brunch Specials.”

8. Stay Consistent and Trend-Savvy

Social media rewards consistency. Post regularly, engage with your audience, and jump on trends that fit your brand’s personality. Remember, consistency builds trust—and trust drives orders.

The Final Bite

Food businesses that win on social media aren’t just posting—they’re creating experiences worth sharing. The right mix of visuals, storytelling, influencer partnerships, and interactive campaigns can transform any food brand into a digital sensation.

In 2025, whether you’re a home baker or a global chain, mastering these 8 social media food marketing strategies could be the difference between being scrolled past—or savored.

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Ben Stiller Launches Stiller’s Soda With Three Nostalgic Flavors in New York

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SnackTeam
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Hollywood actor and director Ben Stiller is moving into the food and beverage industry with the launch of his own soft drink label, Stiller’s Soda. The brand debuted this week with three nostalgic flavors—root beer, lemon-lime, and Shirley Temple—each positioned to appeal to consumers seeking familiar taste profiles with a healthier twist.

Every can of Stiller’s Soda contains just 30 calories and about 7 grams of sugar, making it significantly lighter than traditional soft drinks. The beverages also include added nutrients: 20 micrograms of Vitamin D, around 91–93 milligrams of Vitamin C depending on flavor, and 2.4 micrograms of Vitamin B12. In comparison, mainstream sodas like Coca-Cola typically provide no meaningful vitamin content.

The company is targeting an artisanal soda market valued at more than $650 million in the United States, according to industry trackers. Unlike functional beverages such as kombucha or probiotic sodas, Stiller’s Soda positions itself as a “classic soda for modern times,” aiming to balance indulgence with mindful consumption.

The first batch will be sold at select retailers in New York City, with nationwide shipping already available through Amazon. The brand has also confirmed expansion to Walmart.com in the coming months, followed by a broader rollout to national retail chains in 2026.

Stiller, who drew inspiration from childhood memories of Shirley Temple mocktails, said the goal was to create sodas that felt both familiar and updated. Actor and producer Justin Theroux has also partnered with the brand, contributing to its launch campaign designed to satirize the celebrity product boom while introducing the sodas with humor and nostalgia.

With its mix of recognizable flavors, added vitamins, and a health-conscious recipe, Stiller’s Soda enters a crowded market but aims to carve space by leaning into authenticity and mass-market appeal.

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