Abhay Deol Joins Dubstep as Brand Ambassador as the Fast Fashion Tech Brand Targets India’s Youth Audio Market

January 6, 2026

Actor Abhay Deol has come on board as the brand ambassador for Dubstep, a fast growing consumer technology brand that positions itself at the intersection of fashion, sound and self expression. Known for his unconventional career choices and deep connection with music and culture, Deol’s association signals a clear intent from the brand to stand apart in an overcrowded gadgets market.

Dubstep has been steadily building a name for itself by blending audio products with bold design and youth driven storytelling. With Abhay Deol as the face of the brand, Dubstep is leaning into a philosophy rooted in playfulness, freedom and individuality rather than chasing loud celebrity hype. Deol’s personal brand aligns closely with this approach. Over the years, he has consistently chosen projects that reflect independence and creative risk, earning credibility among younger, culture conscious audiences.

The campaign visuals showcase Deol in a relaxed yet confident avatar, reinforcing the idea that technology can be an extension of personal style rather than just a utility. The focus is not only on sound quality but also on how products fit into everyday life, travel and leisure. Dubstep’s messaging highlights accessibility and attitude, positioning its devices as lifestyle companions rather than technical tools.

For Dubstep, this partnership marks an important step in scaling brand recall across urban and digital first consumers. For Deol, it is a rare endorsement that feels organic rather than transactional. At a time when consumers are increasingly skeptical of forced brand associations, this collaboration stands out for its coherence.

As India’s audio and wearable tech market becomes more competitive, Dubstep’s bet on authenticity and culture led branding could help it carve a distinct identity. With Abhay Deol on board, the brand appears ready to speak to a generation that values expression as much as performance.

EBG Group Bets on Mrunal Thakur to Scale Carlton Wellness Across Digital Storytelling and Experiential Health Platforms

SnackTeam

January 6, 2026

EBG Group has announced actor Mrunal Thakur as the brand ambassador for Carlton Wellness, marking a strategic move as the group sharpens its focus on lifestyle led health and wellness offerings. Effective from FY 2025 26, the partnership will see Thakur front Carlton Wellness across brand films, digital storytelling initiatives and experiential wellness campaigns.

Carlton Wellness is positioned as a holistic platform that looks beyond surface level fitness trends to address everyday wellbeing, balance and mindful living. By bringing Mrunal Thakur on board, EBG Group appears to be aligning the brand with a voice that resonates strongly with urban, young and aspirational consumers. Thakur’s public image, built on consistency, discipline and relatability, fits naturally with the brand’s long term vision.

Over the past few years, India’s wellness industry has seen rapid growth, driven by rising health awareness, lifestyle shifts and increased spending on preventive care. Brands in this space are increasingly moving away from clinical messaging to more personal, story driven communication. Carlton Wellness seems to be following the same path, using narrative and experience to build deeper consumer connections.

As part of the collaboration, Thakur will headline campaigns that focus on real life wellness journeys rather than idealized routines. The emphasis will be on sustainable habits, mental wellbeing and accessible health choices, areas that continue to gain relevance among working professionals and younger audiences.

For EBG Group, this association is also a signal of intent to scale Carlton Wellness through culture led branding and immersive engagement formats. For Mrunal Thakur, the partnership adds another dimension to her growing portfolio of brand associations rooted in purpose rather than visibility alone.

As wellness continues to evolve from a niche interest into a mainstream lifestyle priority, collaborations like this reflect how brands are choosing credibility and alignment over conventional celebrity endorsements. Carlton Wellness, backed by EBG Group and fronted by Mrunal Thakur, is positioning itself to be part of that shift.

Urban Harvest Expands Beyond Fresh Produce, Buys Cocosutra in Rs 2.5 Crore Cash Deal

Growth

SnackTeam

January 6, 2026

Urban Harvest has quietly made a sharp strategic move by acquiring gourmet food brand Cocosutra in a Rs 2.5 crore all cash deal. Known primarily as a fast growing B2B fresh produce and food supply company, Urban Harvest is now stepping deeper into the premium consumer food space with this acquisition.

Founded with a focus on coconut based indulgent products, Cocosutra has built a loyal niche following for its drinking chocolates, hot chocolate mixes, spreads and dessert focused offerings. The brand positioned itself at the intersection of indulgence and better ingredients, appealing to urban consumers looking for premium alternatives without going fully mainstream. Over the years, Cocosutra found traction across online platforms, gifting segments and select retail outlets, especially in metro cities.

For Urban Harvest, the acquisition signals a clear intent to diversify beyond bulk supply and institutional clients. By bringing Cocosutra under its umbrella, the company gains access to a ready made brand, established SKUs and a consumer facing identity that would have taken years to build organically. Industry observers see this as a move to balance margins and reduce dependence on pure B2B volume driven growth.

The Rs 2.5 crore all cash nature of the deal also stands out at a time when many acquisitions are heavily stock based or deferred. It reflects Urban Harvest’s confidence in Cocosutra’s potential and the belief that premium packaged foods still have headroom for growth in India.

Going forward, the real test will be scale. With Urban Harvest’s supply chain strength and distribution reach, Cocosutra could move faster into modern trade, hospitality and export focused channels. If executed well, this acquisition may mark the beginning of a broader consumer brand portfolio for Urban Harvest, rather than a one off experiment.

Lotto Brings Back Sania Mirza in Dual Role to Strengthen Its Play in India’s Rapidly Growing Women’s Sportswear Segment

SnackTeam

January 6, 2026

Indian tennis icon Sania Mirza has returned as the brand ambassador for Italian sportswear brand Lotto, marking a renewed partnership that goes beyond endorsement and into leadership. This time, Mirza also steps in as chief advisor for women’s sports, a role that reflects her long standing commitment to building stronger pathways for women in athletics.

Lotto’s decision to bring Mirza back comes at a time when women’s sports in India are seeing higher visibility, increased participation and growing commercial interest. Mirza, who has won six Grand Slam titles and spent over a decade competing at the highest level, brings credibility that few athletes can match. Her influence extends beyond trophies, shaped by years of advocating for equal opportunity, fitness and confidence among young women.

In her advisory role, Mirza will work closely with the brand on product development, community programs and initiatives aimed at making sports more accessible and relevant for women. The focus is not limited to elite athletes but also includes everyday players who see sport as a tool for confidence and self belief. Lotto plans to use this collaboration to deepen its engagement with women consumers across categories such as footwear, apparel and training essentials.

For Lotto, India remains a key market as global sportswear brands compete for attention in a crowded space. Aligning with a figure like Mirza helps the brand connect on values rather than just performance. For Mirza, the partnership feels like a continuation of her journey in sport, now shaped by mentorship and impact rather than competition.

As conversations around women’s health, fitness and representation gain momentum, this collaboration positions Lotto and Sania Mirza at the center of a larger cultural shift. It signals a move from short term endorsements to long term purpose driven partnerships that aim to leave a lasting mark on the sporting ecosystem.

Zepto Introduces In-App UPI Payments to Streamline Checkout Experience

Business

SnackTeam

January 6, 2026

Quick commerce platform Zepto has quietly introduced an in-app UPI payments feature, marking another step by large delivery companies to bring payments fully within their own ecosystems, people familiar with the development told Moneycontrol. The feature has been live for close to six months and allows users to complete UPI transactions without being redirected to third-party apps such as Google Pay or PhonePe.

While Zepto has not made a formal announcement and did not respond to queries on the rollout, the move reflects a broader industry trend. Leading food and grocery delivery platforms are increasingly internalising payments to simplify checkout, cut transaction failures, and gain tighter control over a critical part of the customer journey.

With in-app UPI, users can authorise payments directly within Zepto’s interface, reducing friction caused by app switching. Industry executives say even small improvements in payment success rates can have a meaningful impact on order completion, especially during peak demand windows where speed and reliability are central to user experience.

Zepto’s rollout follows similar initiatives by larger rivals. Swiggy recently launched Swiggy UPI using the NPCI’s plug-in framework, enabling customers to pay within the app after a one-time setup. The company has previously stated that the feature shortens checkout time and lowers payment drop-offs. Zomato has taken a slightly different route by partnering with ICICI Bank to offer users a Zomato-linked UPI ID, effectively issuing its own UPI handle for seamless in-app payments.

The shift reflects how payments are no longer treated as a back-end utility but as a strategic layer for consumer internet platforms. By internalising UPI flows, companies gain better visibility into transaction data, reduce dependence on external apps, and exert greater control over reliability during high-volume periods.

For Zepto, which has been scaling its dark store network and order volumes at pace, streamlining payments aligns with its focus on faster fulfilment and consistent service. As competition intensifies across food delivery and quick commerce, platforms are increasingly looking at payments as a lever to improve efficiency, retain users, and protect margins at scale.

Apax Partners Buys Minority Stake in iD Fresh Food at ₹4,500 Crore Valuation

funding

SnackTeam

January 6, 2026

London-based private equity firm Apax Partners is set to make its first major foray into India’s fresh foods space by acquiring a significant minority stake in Bengaluru-headquartered iD Fresh Food, a company closely associated with preservative-free, ready-to-cook Indian staples such as idli and dosa batter.

While the companies have not disclosed the financial details, people familiar with the transaction said Apax will pick up roughly a 25 percent stake, valuing iD Fresh Food at around ₹4,500 crore. The investment is largely a secondary transaction, with existing investors Premji Invest and TPG NewQuest partially selling down their holdings while continuing to remain shareholders. Co-founder and chief executive PC Musthafa, along with family promoters, will retain control of the business.

Founded in 2005, iD Fresh Food began as a small local supplier of idli-dosa batter and has since scaled into one of India’s most recognisable fresh food brands. The company now operates across more than 50 cities in India and the Gulf region, employs close to 2,400 people, and has expanded its portfolio to include flatbreads, chutneys, sambar, and select dairy-based products, all positioned around freshness and clean labels.

For the financial year 2024-25, iD Fresh Food reported revenue of ₹688.2 crore, marking a year-on-year growth of over 22 percent, according to filings with the Registrar of Companies. The steady growth reflects rising demand for convenient home-cooked meal solutions among urban consumers.

PC Musthafa said the partnership would help accelerate expansion, strengthen manufacturing capacity, and broaden the product range while entering newer markets. Apax Partners, which has advised and raised funds totalling nearly $80 billion globally, sees iD Fresh as a play on long-term trends such as urbanisation, higher disposable incomes, and shifting food consumption habits.

Harjot Dhaliwal, partner and head of India at Apax, said the firm plans to work closely with the management team to deepen distribution, invest in brand-building, and use technology to improve supply chain efficiency. Apax has invested about $3.6 billion in India since 2007, with interests spanning technology, healthcare, and consumer-facing businesses.

Tata-Owned CaratLane Names Jigar Vyas as Chief Financial Officer

Business

SnackTeam

January 6, 2026

Tata group–backed jewellery retailer CaratLane has strengthened its senior leadership by appointing Jigar Vyas as its new Chief Financial Officer, a move that comes as the omni-channel brand continues to expand its footprint across India’s organised jewellery market.

In his new role, Vyas will lead CaratLane’s finance and accounting functions, with a mandate that spans financial planning, capital allocation, governance, risk management, and internal controls. He will work closely with the company’s leadership team to support scale-led growth while ensuring tighter cost discipline and long-term financial sustainability.

Vyas brings more than 16 years of experience across business finance and commercial strategy, with exposure to both large corporates and high-growth consumer brands. Before joining CaratLane, he held senior finance roles at ITC Ltd, market research firm Nielsen, and beauty and personal care brand SUGAR Cosmetics. Across these organisations, he has led finance operations covering budgeting, forecasting, performance management, cost optimisation, and compliance across multiple geographies.

At SUGAR Cosmetics, Vyas played a key role in supporting rapid scale-up, managing finance operations in a fast-evolving direct-to-consumer environment. His earlier stints at ITC and Nielsen provided experience in managing complex financial structures, large teams, and data-driven decision-making in established enterprises.

The appointment comes at a time when CaratLane is reporting robust growth. In the second quarter of FY26, the company posted revenue of Rs 1,072 crore, marking a year-on-year increase of over 32 percent compared to Rs 811 crore in the same period last year. The performance reflects steady demand across both online and offline channels, supported by network expansion, marketing investments, and a growing customer base.

CaratLane operates at the intersection of digital retail and physical jewellery stores, positioning itself as a modern, accessible alternative in a traditionally fragmented market. With Vyas stepping into the CFO role, the company is expected to sharpen its focus on financial efficiency as it pursues its next phase of growth under the Tata Group umbrella.

Reliance ropes in Amitabh Bachchan as brand ambassador for Campa Sure packaged water

SnackTeam

January 6, 2026

Reliance Consumer Products Limited has brought Amitabh Bachchan on board as the face of its packaged drinking water brand, Campa Sure, as the company sharpens its push in India’s highly competitive bottled water market. People familiar with the development said the association has been signed for an initial period of one year and is designed to combine Bachchan’s unmatched mass reach with Campa Sure’s value-led positioning.

The move signals Reliance’s intent to scale Campa Sure rapidly by targeting price-sensitive consumers. The brand is currently priced about 20 to 30 percent lower than leading competitors such as Bisleri, Coca Cola’s Kinley and PepsiCo’s Aquafina. Industry executives said the strategy mirrors Reliance’s playbook in carbonated beverages, where aggressive pricing has been used to gain shelf space and volumes in a crowded market.

Packaged drinking water has also received a policy boost in recent months. In September, the government reduced the Goods and Services Tax on natural and artificial mineral water to 5 percent from 18 percent, prompting companies across the category to recalibrate prices. The tax cut has intensified competition, making brand visibility and recall increasingly critical for driving consumer choice.

Bachchan’s appointment marks the third high-profile brand association for Reliance Consumer Products in a short span. Earlier this year, Campa signed actor Ram Charan as a brand ambassador, with the campaign rolling out during the IPL T20 season to tap into peak viewership. In another move aimed at broadening appeal, the company also entered a strategic partnership with actor and racing enthusiast Ajith Kumar’s motorsport team.

Rival brands continue to rely on celebrity endorsements to maintain mindshare. Bisleri, the market leader in packaged water, is endorsed by actor Deepika Padukone.

Reliance Consumer Products did not respond to queries seeking comment on the Bachchan deal. However, industry watchers say the endorsement underscores Reliance’s broader FMCG ambition to build mass brands by combining competitive pricing, expansive distribution and high-impact marketing across categories.

Swiggy Launches EatRight Across 50+ Cities to Tap Rising Demand for Healthy Food

Business

SnackTeam

January 6, 2026

Swiggy has rolled out a new health-led food discovery category, EatRight, across more than 50 cities, signalling a sharper push towards wellness-focused consumption on its platform as demand for healthier meal options continues to rise beyond metros.

The new category brings together over 1.8 million dishes from more than two lakh restaurant partners, offering consumers a consolidated view of meals aligned with specific dietary preferences such as high-protein, low-calorie and no-added-sugar options. By grouping these choices under a single section, Swiggy aims to simplify decision-making for users who want to eat healthier without significantly altering their everyday ordering behaviour.

The launch is backed by Swiggy’s internal consumption data, which points to a notable shift in food ordering patterns across India. According to the platform, Tier-2 cities are now driving the next wave of growth in healthy food consumption, recording nearly double the year-on-year growth compared to metropolitan markets. Cities such as Chandigarh, Guwahati, Ludhiana and Bhubaneswar have emerged as early leaders, highlighting a widening appetite for wellness-oriented diets beyond India’s largest urban centres.

Swiggy said EatRight has been designed to integrate seamlessly into the regular app experience rather than operate as a niche add-on. Clear labelling and categorisation are intended to reduce the effort involved in identifying suitable options, allowing users to balance indulgence and nutrition within the same ordering journey.

Deepak Maloo, Vice President for Food Strategy, Customer Experience and New Initiatives at Swiggy, said the company’s focus is on making healthier eating a natural choice rather than a conscious trade-off. He added that the initiative is aimed at reducing decision fatigue while encouraging long-term habit shifts through accessibility and choice.

Restaurant partners on the platform are also responding to this trend by developing new menu items tailored to health-conscious consumers. Swiggy said this collaborative approach is expected to expand the variety and depth of EatRight offerings over time, positioning the category as a key growth lever as consumer priorities continue to evolve toward nutrition, fitness and preventive health.

Elvish Yadav Turns Fan Power into Profit as Systumm Logs Rs 25 Lakh Sales Within Minutes of Launch

Growth

SnackTeam

January 5, 2026

Elvish Yadav’s leap from screens to storefronts has arrived with serious intent. The popular YouTuber and Bigg Boss OTT 2 winner has officially stepped into fashion with the launch of his clothing brand, Systumm, and the early numbers tell a loud story. Within just 11 minutes of the website going live, the brand reportedly clocked sales worth Rs 25 lakh, a rare opening even by influencer brand standards in India.

The launch instantly drew massive attention from Yadav’s loyal fanbase, many of whom rushed to the site the moment the drop was announced. The surge was so intense that the platform briefly struggled under traffic, with several products selling out almost immediately. For a first time founder entering a crowded apparel market, this kind of response highlights the purchasing power creators now command beyond likes and views.

Systumm’s success also reflects a shift in how Indian audiences engage with influencers. This was not casual merchandise buying. It was fans placing trust in a personal brand they have followed for years. Yadav later shared a video thanking supporters, visibly surprised by the scale of the response and acknowledging the faith his audience showed in the venture.

More importantly, this launch marks Elvish Yadav’s first serious move into entrepreneurship outside digital content. By turning online influence into a consumer brand, he joins a growing list of creators building businesses rather than just partnerships. Industry watchers see Systumm as a strong case study for India’s creator economy, where popularity is now converting into real revenue, real demand, and real companies.

If this opening is any indication, Systumm is not just a hype driven drop. It is a signal that creator led brands are becoming a commercial force to reckon with.

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