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Sweet sleighs and sugar highs as Sweet Truth bakes up Christmas cheer

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MUMBAI: If Christmas had a flavour this year, it would probably taste like chocolate, cream and a generous slice of theatre. Sweet Truth, the dessert brand from Rebel Foods, has kicked off its festive campaign, Sweeten The Season 25, blending seasonal indulgence with a playful storytelling twist that goes beyond the box. Known for its Western dessert repertoire, the brand is leaning into Christmas not just as a menu moment, but as an experience designed to travel from kitchens to screens and straight into inboxes.

The festive spread rolls out across more than 350 locations nationwide and brings together a familiar mix of comfort and celebration. The line-up includes a classic Plum Cake, a Red Velvet Yule Log dressed for the season, a rich Chocolate Yule Log, a creamy Tiramisu Cake and a Triple Chocolate Mousse Cake aimed squarely at unabashed chocolate loyalists. The idea is simple: desserts that feel familiar enough to share, yet festive enough to mark the occasion.

What sets the campaign apart, however, is Santa stepping out of folklore and into the feed. As part of the activation, Santa makes appearances across Sweet Truth’s social platforms, reading customer messages, replying to DMs and popping up in playful behind-the-scenes content. Every order arrives with a letter from Santa, inviting customers to write back with a wish, whether whimsical, heartfelt or dessert-related.

Rebel Foods CMO Nishant Kedia says the intention was to go beyond seasonal sales and create something more personal. The campaign, he notes, is built around memory-making rather than just menu drops, with Santa positioned as a character who shows up not only in stories but also in kitchens and conversations.

The response has already taken shape in the form of letters pouring in from customers, sharing everything from everyday joys to long-held hopes. Sweet Truth plans to keep collecting these messages through the season, capturing moments, acknowledging wishes and spotlighting select stories as the campaign unfolds.

On December 25, the brand will release a ‘Wishes Granted’ list, revealing the surprises Santa delivered along the way. Adding another layer to the experience is a ‘Santa’s Sweet Office’ geotag on Google Maps, inviting users to virtually drop in, leave a wish and follow the festive trail online.

In a season crowded with offers and ornaments, Sweet Truth’s Christmas play leans on something simpler: a bit of imagination, a lot of sugar, and the reminder that sometimes, the sweetest part of the season is being invited into the story.
 

Brands

Delhivery chairman Deepak Kapoor, independent director Saugata Gupta quit board

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Gurugram: Delhivery’s boardroom is being reset. Deepak Kapoor, chairman and independent director, has resigned with effect from April 1 as part of a planned board reconstitution, the logistics company said in an exchange filing. Saugata Gupta, managing director and chief executive of FMCG major Marico and an independent director on Delhivery’s board, has also stepped down.

Kapoor exits after an eight-year stint that included steering the company through its 2022 stock-market debut, a period that saw Delhivery transform from a venture-backed upstart into one of India’s most visible logistics platforms. Gupta, who joined the board in 2021, departs alongside him, marking a simultaneous clearing of two senior independent seats.

“Deepak and Saugata have been instrumental in our process of recognising the need for and enabling the reconstitution of the board of directors in line with our ambitious next phase of growth,” said Sahil Barua, managing director and chief executive, Delhivery. The statement frames the exits less as departures and more as deliberate succession, a boardroom shuffle timed to the company’s evolving scale and strategy.

The resignations arrive amid broader governance recalibration. In 2025, Delhivery appointed Emcure Pharmaceuticals whole-time director Namita Thapar, PB Fintech founder and chairman Yashish Dahiya, and IIM Bangalore faculty member Padmini Srinivasan as independent directors, signalling a tilt towards consumer, fintech and academic expertise at the board level.

Kapoor’s tenure spanned Delhivery’s most defining years, rapid network expansion, public listing and the push towards profitability in a bruising logistics market. Gupta’s presence brought FMCG and brand-scale perspective during a period when ecommerce volumes and last-mile delivery economics were being rewritten.

The twin exits, effective from the new financial year, underscore a familiar corporate rhythm: founders consolidate, veterans rotate out, and fresh voices are ushered in to script the next chapter. In India’s hyper-competitive logistics race, even the boardroom does not stand still.

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Brnd.me enters Europe as haircare brands power global expansion

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Bengaluru:  Brnd.me, the global consumer brands company formerly known as Mensa Brands, has entered the European market following strong momentum across the Middle East, the United States and Canada.

The company has launched across the UK, Germany, France and Spain, with plans to expand into Italy, the Netherlands and Poland over the next year. The push is being led by its haircare and aromatherapy brands, Botanic Hearth and Majestic Pure, marking Brnd.me’s first structured expansion into Europe.

The European beauty market represents a total addressable opportunity of over $4 billion across haircare and aromatherapy, supported by high digital adoption and demand for accessible, performance-led products.

Brnd.me’s hair care and aromatherapy business currently operates at an annual run rate of around $6 million, with Botanic Hearth and Majestic Pure delivering roughly 10 per cent month-on-month growth, driven by expansion and rising repeat demand.

To support regional growth, the company has appointed a general manager based in Germany and is evaluating investments in warehousing and local team expansion.

Early traction has been strong. Within weeks of launch, Botanic Hearth’s rosemary hair oil ranked among the top five hair oils in Germany, signalling strong consumer pull in a competitive market.

Brnd.me founder and chief executive officer Ananth Narayanan, said Europe represents the next phase of the company’s international strategy. He added that the European business is expected to scale to a $10 million annual run rate by the end of 2026, with long-term ambitions to reach $60 million over the next six years.

The company’s Europe strategy centres on digital-first distribution, repeat demand and TikTok-led discovery, alongside direct-to-consumer expansion to strengthen brand equity and margins.

The move also aligns with growing EU–India trade engagement, supporting long-term sourcing and cross-border supply chains.

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TechnoSport taps quick commerce with launch on Slikk’s 60-minute platform

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NATIONAL: TechnoSport has launched on Slikk, the ultra-fast fashion app offering 60-minute delivery, as the activewear brand accelerates its push into quick commerce to capture Gen Z and young millennial shoppers.

The debut brings more than 150 high-performance styles to Slikk’s platform, with an average selling price of Rs 450, expanding TechnoSport’s reach across over 80 pin codes.

The partnership follows strong momentum for TechnoSport across Q-commerce channels, where the brand has recorded around 60 per cent volume growth over the past six months. The company expects quick commerce to contribute nearly 20 per cent of its revenue in the coming years as hyperlocal delivery gains scale.

Slikk, which recently raised $3.2 million in seed funding led by Lightspeed, has rapidly gained popularity among youth consumers seeking speed, trend relevance and impulse-led shopping experiences.

Activewear remains one of Slikk’s fastest-growing categories, driven by shoppers increasingly treating fitness-led fashion as an everyday essential. The platform has reported a 30-fold year-on-year increase in items sold, reflecting rising demand for performance wear that blends comfort with style.

TechnoSport chief executive officer Puspen Maity, said the collaboration would help the brand engage more closely with young consumers whose fashion choices are shaped by instant needs and lifestyle aspirations. He added that rapid delivery bridges the gap between intent and purchase, allowing shoppers to access activewear exactly when they want it.

 

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