“Varun Dhawan Unveils Too Yumm! Party Harder Chips: World’s First Anti-Hangover Snack, Backed by Dr. Vaidya’s Livitup”

Food

By

-

August 22, 2025

Snack brand Too Yumm!, part of the RPSG Group, has entered uncharted territory with the launch of Party Harder Chips, which it claims are the world’s first anti-hangover chips. The product, introduced in Mumbai on Wednesday, borrows its formulation from Livitup, the popular Ayurvedic anti-hangover supplement created by Dr. Vaidya’s.

Unlike regular chips, Party Harder is fortified with turmeric, ginger, black pepper and green tea antioxidants, ingredients associated with easing next-day recovery. The seasoning has been worked into a masala-style flavour, ensuring that the product feels familiar to Indian snackers while carrying the added pitch of “functional” benefits.

The unveiling was fronted by actor Varun Dhawan, whose energetic persona fit the brand’s attempt to position the chips as the go-to companion for late-night parties. “I love how Too Yumm! always surprises with something new. Party Harder is the snack every party needs to keep the fun alive,” Dhawan said at the event.

For Too Yumm!, this is more than a flavour extension. The Indian salty snacks market is currently valued at over ₹45,000 crore, with masala chips and functional snacks among the fastest-growing segments. By combining Ayurveda-inspired ingredients with an indulgent snack, the company is betting on young Indians who enjoy celebrating but also seek recovery-friendly options the next day.

Yogesh Tewari, Chief Marketing Officer of Too Yumm!, said the brand wanted to fill a gap. “There was no snack designed for the party moment. Partnering with Livitup allowed us to create something that satisfies taste buds while also offering real support for the morning after. We see this as a world-first innovation that will redefine what snacking means at celebrations.”

With Party Harder, Too Yumm! is hoping to spark a trend that blurs the line between indulgence and functionality, at a time when India’s youth are shaping the country’s snacking habits like never before.

Lakmē Fashion Week Returns to Delhi: 120+ Designers, 5 Days, and a 25-Year Legacy to Celebrate

By

Online Desk

-

August 22, 2025

0

Image of lakme — Lakmē Fashion Week Returns to Delhi: 120+ Designers, 5 Days, and a 25-Year Legacy to Celebrate

After kicking off its silver jubilee celebrations in Mumbai earlier this year, Lakmē Fashion Week is bringing its 2025 edition to the capital. The Delhi leg, organised in partnership with the Fashion Design Council of India (FDCI), will run from October 8 to 12 at The Grand, Vasant Kunj.

The Mumbai showcase in March marked the platform’s 25th year, drawing more than 100 designers including Anamika Khanna, Namrita Joshipura, Rahul Mishra, Falguni Shane Peacock and Mohammed Mazhar. Bollywood personalities such as Ananya Panday, Karisma Kapoor, Shilpa Shetty, Malaika Arora and Janhvi Kapoor walked the runway, underlining the event’s mix of star power and craftsmanship.

In Delhi, organisers say the focus will expand to sustainability, inclusivity and the future of Indian fashion. Reliance Brands, Lakmē and Nexa are backing the edition, which will feature both established names and emerging talent. Industry watchers expect participation from over 120 designers, with several using the platform to launch new collections ahead of the festive and wedding season.

Sunanda Khaitan, Vice President of Lakmē India, said the platform has been “a catalyst for talent and innovation for more than 25 years” and will continue to evolve with new ideas. Jaspreet Chandok, Group Vice President of Reliance Brands, added that Delhi provides the ideal stage for a cultural and commercial showcase of fashion.

FDCI Chairman Sunil Sethi noted that New Delhi has long been a hub for Indian design and commerce. “This edition is not only a continuation of the anniversary celebrations but also a chance to strengthen the business of fashion by opening markets and driving designer engagement,” he said.

Food Inflation Bites: India’s FMCG Volume Growth Slows to 4% in May 2025, Says Worldpanel by Numerator

Food

By

Online Desk

-

August 22, 2025

0

Image of Food. — Food Inflation Bites: India’s FMCG Volume Growth Slows to 4% in May 2025, Says Worldpanel by Numerator

India’s fast-moving consumer goods sector is losing momentum, with fresh data showing stress on household purchases across both cities and villages. According to consumer insights firm Worldpanel by Numerator, the industry’s volume growth slipped to 4 percent on a moving annual total basis till May 2025, down from over 6 percent a year earlier. Value growth too eased to 7.9 percent from 8.3 percent in the same period.

The sharpest slowdown has come from food and beverages, where rising prices have curbed consumption. F&B volumes, excluding wheat, dropped to 4.4 percent growth compared with 7 percent a year ago. In personal care, volume growth has cooled to 4.3 percent while value growth has dropped sharply to 8.4 percent, from 11.7 percent in May 2024. Household care, once a bright spot, has also softened with value growth halving to 7.9 percent from nearly 15 percent a year back.

K Ramakrishnan, Managing Director for South Asia at Worldpanel by Numerator, noted that India’s FMCG demand cannot be viewed as a single market. The study segments the country into four macro clusters. The Urban Affluent, representing only 3 percent of households, are driving demand for convenience-led categories such as frozen foods and ready-to-cook mixes. The Urban Middle, covering 21 percent of homes, are upgrading to premium detergents, body washes and conditioners. The Urban Masses, around 12 percent of households, adopt new products cautiously but tend to buy in larger pack sizes due to bigger family structures.

Rural households, the largest cluster, are also widening their consumption basket. On average, they bought 24 categories in 2022, up from 22 in 2021, signaling aspirations beyond essentials.

The report underlines that India’s FMCG sector, though slowing, is deeply fragmented with distinct consumer behaviours shaping future growth.

Sunfeast Dark Fantasy Campaign Creates a Powerful Childhood Experience, Blending Chocolate with Imagination and Wonder

A&M

By

Online Desk

-

August 22, 2025

0

Sunfeast Dark Fantasy Campaign Creates a Powerful Childhood Experience, Blending Chocolate with Imagination and Wonder

What happens when chocolate brands step outside the supermarket aisle? Sunfeast Dark Fantasy came with a campaign called “Big Fantasies Spaceship” to answer it. It’s an interactive activation that mixes art, science, and imagination all under one branded roof.

The latest stop was Delhi’s Nehru Planetarium, timed perfectly with National Space Day on August 23. Earlier, the activation had already drawn crowds across Mumbai, Hyderabad, Bengaluru, and Chennai. The Delhi highlight: Jahnavi Dangeti, India’s youngest astronaut, spoke to children about how imagination can drive problem-solving.

Inside the spaceship bus, the experience turned personal. Kids drew their sketches and saw them instantly converted into 3D animated characters on giant screens. With the Sunfeast Dark Fantasy campaign, the company does not merely advertise; it creates moments that kids take with themselves.

The program that started in 2024 has already provided kids with NASA tours. It is a brand that goes out and makes memories, not just sells goods. Without losing sight of chocolate in the process, creativity has been used as a tool in soldering the product together as something much more significant, a trigger in childhood fantasies.

Marketers are taking it as an immersive theatre masterclass. This campaign by Sunfeast Dark Fantasy shows that FMCG brands can do better than TV ads. They can create an experience where a child is not only eating a biscuit, but it is a part of the imaginary trip.

Blinkit Parental Controls Deliver a Powerful Win for Digital Parenting, Setting a New Standard in Safety and Trust

A&M

By

Online Desk

-

August 22, 2025

0

Blinkit Parental Controls Deliver a Powerful Win for Digital Parenting, Setting a New Standard in Safety and Trust

Blinkit has done something new in quick commerce: a parental control feature has been introduced into the mix, where safety is given priority over speed. Announced by co-founder and CEO Albinder Dhindsa on X, the update arrives just days after a viral LinkedIn post pushed the industry into the spotlight.

Read the Post: Ponsana David

The trigger was sharp and personal. Ponsana David, CEO of Thai Green Power Solution and a mother of two, said her daughters accidentally accessed sex toys and condoms by merely browsing Blinkit. Her social media appeal took a demanding stance, in that she was asking quick commerce apps to do what streaming platforms have already done, in that they have PIN-secured profiles that would protect children. The post blew up and forced a wider conversation.

Blinkit responded without delay. Sensitive categories can now be hidden, order history gets locked behind a PIN, and every tweak in settings sends alerts. Blinkit parental controls are not only about content but also about being open, and this addresses the trust issue in an industry that is often condemned to be too open. It is a crisp positioning in a brand sense.

Digital parenting is becoming a mainstream concern, and Blinkit wants to own that conversation. With Blinkit parental controls, the company is shifting its brand promise. Quick doesn’t mean careless anymore. It now signals reliability, a trust marker families can rely on.

In an intensely competitive Q-commerce war, Blinkit parental controls could be the difference-maker. This is not about delivery minutes anymore. It’s about household trust.

After Biryani Kit Success, DAAWAT Launches Thai Green Curry Rice Kit to Celebrate India’s Growing Appetite for Easy World Cuisine

A&M

By

Online Desk

-

August 21, 2025

0

After Biryani Kit Success, DAAWAT Launches Thai Green Curry Rice Kit to Celebrate India’s Growing Appetite for Easy World Cuisine

LT Foods Ltd., a 70-year-old Indian-origin FMCG major, has introduced a new product within its Ready-to-Cook line, the DAAWAT Thai Green Curry Rice Kit. The launch signals a clear push toward making global gourmet flavours fast, simple, and widely accessible in Indian homes.

The kit is built for today’s time-strapped consumer. Internally, it will contain high-quality Jasmine Rice imported straight from Thailand, a pre-blended coconut milk, a chef-curated curry paste, and whole spices to complete its odor. There are no preservatives or artificial colours. Just a quick route to authentic Thai taste.

This is not LT Foods’ first win in the category. The Biryani Kit has already crossed one million annual units, cementing consumer appetite for premium yet easy cooking solutions. Riding on that momentum, the company is strengthening its play in the booming Ready-to-Cook and Ready-to-Eat space.

The Thai Green Curry Kit is now available on all leading E-commerce and Quick Commerce platforms. It’s being positioned as an easy bridge between world cuisine and local convenience.

“Today’s consumer wants authenticity without effort,” said Ritesh Arora, CEO – India and Far East Business, LT Foods. “Our Thai Green Curry Rice Kit reflects our understanding of the evolving Indian palate. It’s about delivering memorable gourmet experiences and bringing global favourites to Indian kitchens.”

From biryani to Thai curry, this brand continues to turn rice into an entry point for international flavours delivered at home, in minutes.

Vibhor Oils Reframes ‘Kuch Bhi’ as Trust in New Campaign, Starring Rupali Ganguly to Spotlight Women’s Unseen Kitchen Labor

A&M

By

Online Desk

-

August 21, 2025

0

Vibhor Oils Reframes ‘Kuch Bhi’ as Trust in New Campaign, Starring Rupali Ganguly to Spotlight Women’s Unseen Kitchen Labor

Every Indian kitchen knows the daily puzzle: “Aaj kya banaun?” The casual answer, “Kuch bhi,” has now taken center stage in Vibhor Oils’ latest campaign, crafted by Grapes Worldwide.

But this time, the phrase isn’t brushed off as vague or lazy. It’s reframed as trust. Trust that the home cook will deliver something tasty, healthy, and filling. Yet beneath that two-word response sits the unseen weight of endless meal decisions, usually carried by women.

The campaign, led by television star Rupali Ganguly, brings these stories to life. A son switched his demand at the last minute. A mother-in-law changes her preference after the dish is done. A husband questioning what “anything” really means. Each film underlines the quiet persistence of women who balance taste, time, and emotion every single day.

Shradha Agarwal, Co-founder & CEO of Grapes Worldwide, calls it a deceptively simple idea. “Kuch Bhi mirrors a cultural truth of India that what looks like casual words are layered with deep trust.”For Vibhor, the message goes beyond oil. The campaign places the brand as an ally in the everyday rhythm of the kitchen. The line “Mera Vishwas Vibhor Ke Saath” works less like a slogan and more like recognition of unseen effort.

For Grapes Worldwide, this is another sharp FMCG moment. A reminder that even the smallest truths, when told with cultural accuracy, can land as memorable brand stories.

“Abhishek Kaushik’s Mitra Raises Rs 14 Crore from Bestvantage, Targets ₹500-Cr Valuation and GCC Entry

INVESTMENTS

By

Online Desk

-

August 21, 2025

0

Image-of-mitra. — Abhishek Kaushik’s Mitra Raises Rs 14 Crore from Bestvantage, Targets ₹500-Cr Valuation and GCC Entry

Delhi-based FMCG startup Mitra has secured Rs 14 crore in a bridge round led by Bestvantage Investments, with participation from existing investors, including a Dubai-based family office. The fresh infusion takes the company’s total funding to nearly Rs 25 crore since its inception in 2023.

Founder and chief executive Abhishek Kaushik said the company will channel the capital into scaling its operations, expanding its portfolio, and broadening its distribution network across India while also preparing to tap Gulf Cooperation Council markets.

A key milestone in the pipeline is the launch of a new 3,000-tonne refined flour manufacturing facility, scheduled to begin operations in October. Alongside, Mitra is gearing up to roll out a diverse range of new products, including multigrain flour, whole wheat flour, diabetic-friendly flour, sugar-free and gluten-free variants, as well as packaged rice. “Our vision is to position Mitra among the top five FMCG players in India over the next two to three years, with a roadmap towards an IPO,” Kaushik told ET.

Mitra’s growth has been sharp. Revenue jumped from Rs 11 crore in FY24 to Rs 40 crore in FY25, and the company expects to close FY26 with more than Rs 120 crore in sales. Its distribution footprint already spans 500 distributors and 40,000 retail outlets across the country.

The company is also preparing for a Series A funding round in April 2026, where it is targeting a valuation of Rs 500 crore.

Raman Sharma, founder and chief executive of Bestvantage Investments, said Mitra’s proposition lies in marrying traditional food preparation methods with modern quality benchmarks. “The FMCG sector in India is ripe for disruption, and Mitra’s scalability and strong demand curve make it one to watch,” Sharma noted.

Hexafun Bags Rs 4.5 Crore from Prajay Advisors, Launches ‘Insanely Indian’ Line Inspired by Maharashtra, Tamil Nadu, Bengal, Gujarat and Punjab

INVESTMENTS

By

Online Desk

-

August 21, 2025

0

Image of hexafun — Hexafun Bags Rs 4.5 Crore from Prajay Advisors, Launches ‘Insanely Indian’ Line Inspired by Maharashtra, Tamil Nadu, Bengal, Gujarat and Punjab

Hexafun, a design-led lifestyle accessories startup, has secured Rs 4.5 crore in seed funding from Prajay Advisors. The Bengaluru-based brand, founded in 2021 by Harshit Singhal and Manali Sanghvi, said the capital will be deployed to strengthen retail channels, expand marketing campaigns, and build visibility in urban and high-growth markets.

The fundraise coincides with the launch of Hexafun’s new campaign, “Insanely Indian,” a culture-forward collection that reimagines everyday essentials with regional motifs and Gen Z sensibilities. The line features socks, tote bags, coasters, hankies, and gifting products, drawing design cues from Maharashtra, Tamil Nadu, Bengal, Gujarat, and Punjab. The company said the collection reflects India’s mix of tradition and irreverence, transforming basic items into style statements.

Hexafun has positioned itself at the intersection of design and culture, catering to young consumers who are looking beyond mainstream, repetitive offerings. “This generation is rewriting fashion language,” said co-founder Harshit Singhal. “They are as comfortable using emojis as they are showcasing where they come from. That balance of roots and rebellion is at the heart of Hexafun.”

Investor Prajay Advisors believes the startup’s strength lies in its ability to turn functional products into sought-after lifestyle objects. “The rise of Hexafun signals a new era for everyday essentials,” said founders Dr. Prakash Mody and Jayendra Shah in a joint statement.

India’s accessories market, pegged at over $2 billion, has seen a spurt of design-led brands targeting young consumers who value individuality. With this funding, Hexafun aims to accelerate growth and place culture-infused products on the radar of India’s style-conscious youth.

IKEA India to Invest Beyond ₹10,500 Crore as CEO Patrik Antoni Maps 4–6 New Stores a Year, Targets 50% Local Sourcing by 2030

Growth

By

Online Desk

-

August 21, 2025

0

Image-of-ikea — IKEA India to Invest Beyond ₹10,500 Crore as CEO Patrik Antoni Maps 4–6 New Stores a Year, Targets 50% Local Sourcing by 2030

IKEA is preparing to fast-track its India growth story with a fresh expansion strategy, marking what its leadership calls the “second wave” of its journey in the country. After investing more than ₹10,500 crore in the first phase, the Swedish retailer now plans to roll out four to six new customer touchpoints every year, a significant acceleration from its earlier pace of one store every year or two.

Patrik Antoni, CEO of IKEA India, said the company is ready to scale its presence with a sharper omnichannel approach, new retail formats and a stronger supply chain. Upcoming additions will include flagship outlets in Noida and Gurugram, city-centre stores, planning studios and expanded digital platforms.

Localisation is set to be at the core of this strategy. IKEA currently sources about 30 percent of its products from India and aims to raise this to 50 percent by 2030. Partnerships are already in place with 45 suppliers, many of whom also cater to global markets. A new design centre will focus on Indian homes, emphasising sustainable and recycled materials, including locally sourced wood varieties.

Distribution capabilities are also being ramped up. The retailer operates a hub in Pune servicing western and southern India and has just opened a rail-connected centre in Gurugram to cover northern markets and direct-to-customer deliveries. On last-mile logistics, IKEA has already transitioned more than 90 percent of its fleet to electric vehicles and targets full electrification by 2030.

Jesper Brodin, CEO of Ingka Group, the largest IKEA franchisee, added that India’s growing role as both a sourcing hub and a retail market makes it critical for the brand in navigating shifting global trade dynamics. The company is also banking on the India-EU Free Trade Agreement to unlock new opportunities.

NewsHub