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  • Candyman gives Halloween a tangy desi twist

    Candyman gives Halloween a tangy desi twist

    MUMBAI: This Halloween, ITC’s Candyman Sourzzz is serving up scares with a splash of sour. The candy brand’s new campaign, “A Desi Halloween,” swaps haunted mansions and carved pumpkins for eerie banyan trees, bhoot banglas and Indian-style mischief, all packed with its signature lip-puckering twist.

    While the world celebrates Halloween with witches and werewolves, Candyman Sourzzz has resurrected a trio of homegrown legends, tangy tantrik, sour sundari and meetha khatkula, to reclaim India’s own folklore of fright. These zesty spirits star in a digital-first campaign that unfolds like a mini Hindi cinema horror flick, complete with neon chaos, comic chills and nostalgia-laced spookiness.

    “With Candyman Sourzzz, we’ve always aimed to make sourness fun for young India,” said ITC Limited vice president and head of marketing – chocolates, coffee and confectionery, foods division Anuj Bansal. “This Halloween, we wanted to localise the thrill by celebrating our own folklore in a playful, modern way.”

    Candy man

    Conceptualised by FCB India, the campaign takes inspiration from the delightfully campy Hindi cinema horror of the 90s, think smoky graveyards, echoing laughter, and a bhoot with attitude. “Halloween may be new to India, but horror isn’t,” said FCB India national creative director Suchitra Gahlot. “We wanted kids to meet our own spooky icons, tantriks, daayans and bhoot banglas, and make ITC Candyman the brand that owns Halloween, desi style.”

    The fun doesn’t stop on screen. The brand’s special edition Halloween pack, complete with a mask that doubles up as a candy bag, is now available on quick-commerce platforms in Bengaluru. Meanwhile, the desi Halloween spirit is spilling into the streets with RWA activations, vibrant OOH displays and influencer collaborations featuring spooky storytellers and GRWM content inspired by the campaign’s folklore icons.

    With its mix of flavour, folklore and fright, Candyman Sourzzz has turned Halloween into a deliciously desi affair, where every scare comes with a splash of sour.

  • ITC’s diversification strategy gains traction as profits climb to record highs

    ITC’s diversification strategy gains traction as profits climb to record highs

    KOLKATA: ITC, India’s Rs 1.25 lakh crore conglomerate, demonstrated the resilience of its multi-business model in the quarter ended 30th September 2025, posting net profit from continuing operations of Rs 5,179.82 crore—up 4.1 per cent—as its diversification investments continue to mature. For the half year, profit surged three per cent to Rs 10,092.18 crore, underscoring the momentum building across its portfolio.

    The numbers reveal a company hitting its stride. Cigarettes, the engine that funds ITC’s expansion ambitions, delivered robust 6.7 per cent revenue growth to Rs 8,722.83 crore, with segment profit reaching Rs 5,240.66 crore. This performance, achieved despite elevated taxation, provides the cash flow for the group’s ambitious forays into branded foods, personal care and digital ventures.

    More importantly, ITC’s strategic investments in FMCG are showing tangible progress. The other FMCG businesses—spanning Aashirvaad staples, Bingo snacks, Sunfeast biscuits and personal care products—grew revenue 6.9 per cent to Rs 5,964.44 crore. Whilst brand-building costs continue to weigh on near-term margins, EBITDA for this segment improved to Rs 594.08 crore. Management’s patient capital approach is paying dividends as these brands gain market share in India’s vast consumption economy.

    The paperboards division, a testament to ITC’s manufacturing prowess, grew revenue 5 per cent to Rs 2,219.92 crore with healthy margins. The agri business, though affected by seasonal commodity price volatility, remains a critical link in ITC’s farm-to-fork value chain.

    On a consolidated basis—reflecting the group’s expanding footprint through subsidiaries including ITC Infotech and new acquisitions like Sresta Natural Bioproducts—the picture brightens further. Revenue stood at Rs 21,255.86 crore whilst profit climbed 4.2 per cent to Rs 5,186.55 crore. For the half year, consolidated profit jumped 4.6 per cent to Rs 10,529.96 crore, with earnings per share at Rs 8.28.

    The company’s balance sheet remains fortress-like, with total assets of Rs 90,802.66 crore and negligible debt. Cash generation remained strong, with operating activities throwing off Rs 5,782.15 crore in the half year, funding both dividends of Rs 9,823.58 crore and continued capital expenditure of Rs 1,006.71 crore.

    The board’s decision to appoint Amitabh Kant, architect of India’s economic reforms as former Niti Aayog chief, as an independent director signals ambitions for the next phase of growth. The reappointment of Hemant Malik as wholetime director ensures continuity in execution.

    ITC’s transformation from a cigarette company into a diversified consumer powerhouse is well underway. With market-leading positions emerging in multiple FMCG categories, a robust pipeline of innovation, and the financial muscle to sustain long-term investments, the company is positioning itself to capture India’s consumption boom. The patience investors have shown may soon be rewarded as scale benefits begin to flow through.

  • Sunfeast Baked Creations adds fresh flavour to Diwali gifting

    Sunfeast Baked Creations adds fresh flavour to Diwali gifting

    MUMBAI: Who says you can’t have your cake and gift it too? This Diwali, ITC Sunfeast Baked Creations is giving festive gifting a delicious twist with its new campaign, ‘your gift language’: a celebration of thoughtful indulgence that speaks straight to the heart (and sweet tooth).

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

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    In a season where predictable mithai boxes often rule the shelves, Sunfeast Baked Creations is breaking the mould with fresh, handcrafted patisserie that blends Indian warmth with global flair. The campaign champions the idea that gifting isn’t just about exchanging sweets, but about expressing care through creativity, craftsmanship and taste.

    Fronting the campaign is actress Parvati Nair, who brings her signature charm to a vibrant digital film on Instagram. In the film, she swaps out the usual boxes of barfi for gourmet hampers, reimagining Diwali gifts as edible stories, not just sugary traditions. Her message is simple yet striking: this Diwali isn’t about gifting more, it’s about gifting better.

    The ‘your gift language’ range offers something for every celebration, from intimate family moments to grand festive soirées. Highlights include an artisanal truffles & brownie gift box with handcrafted terracotta diyas; a Diwali special assorted sweets & dry fruits hamper that balances indulgence with health; and a decadent desserts hamper box featuring tiramisu pudding, blueberry cheesecake, marble tea cake, and the signature dark fantasy croissant.

    Each box is baked fresh and designed to delight: a fusion of modern patisserie precision and Indian festive spirit. Available across Bengaluru, Mumbai, Pune, Chennai and Hyderabad on Swiggy and Zomato, these hampers promise to make every gesture personal and every bite meaningful. 
     

  • Sunrise spices up Bengal’s Pujo with festive stories

    Sunrise spices up Bengal’s Pujo with festive stories

    MUMBAI: When it comes to Durga Puja, Bengal knows how to bring the drama, devotion and dazzle, and ITC’s Sunrise Spices is adding its own flavour to the festivities. The brand has launched Sunrise Pujor Satkahon, a pan-state initiative in collaboration with over a thousand Puja committees, to celebrate not just the grandeur of Kolkata but the pulse of every para across West Bengal.

    The campaign is designed to capture the soul of Pujo, blending tradition, community spirit and cultural pride into a vibrant tapestry of stories. Committees across districts are invited to submit write-ups detailing their Pujo themes, community involvement and the cultural significance of their celebrations. These stories will be judged in a three-phase process: storytelling and community votes will shortlist the top 250 entries, a pandal showcase and jury scoring will decide the top 50, and on-ground audits will identify the top five winners on Navami. The festivities will culminate in a celebrity-led Sindoor khela on Dashami, marking a colourful grand finale.

    Beyond the contest, the top 250 entries will feature in a special coffee table book, immortalising the stories, rituals and artistry of pujos across the state. Sunrise Pujor Satkahon aims to preserve and highlight the diversity of Bengal’s festive heartbeat, celebrating everything from iconic urban pandals to lesser-known rural gems.

    “Durga Puja is not just a festival; it is the soul of Bengal,” said Sunrise Spices business head Piyush Mishra. “Through Sunrise Pujor Satkahon, we are thrilled to honour the rich traditions of every para, celebrating the unity, creativity and cultural pride that make Bengal’s Pujo truly unique.”

    With this initiative, Sunrise Spices is ensuring that every Pujo, big or small, finds its moment in the spotlight, creating a collective archive that captures the joy, devotion and artistry of one of India’s most beloved festivals. Every para, every story, every heart is invited to be part of the celebration.

  • ITC Master Chef Creations serves up festive delight with ‘Great Murgh Festival’

    ITC Master Chef Creations serves up festive delight with ‘Great Murgh Festival’

    MUMBAI: Festivals in India are never complete without a hearty feast, and this year, ITC Master Chef Creations has added extra flavour with its ‘Great Murgh Festival’ a limited-time celebration designed for non-vegetarian connoisseurs.

    Running until the first week of October, the festival spans five cities: Bangalore, Chennai, Hyderabad, Mumbai, and Pune, and is available exclusively on Swiggy and Zomato.

    From velvety slow-cooked curries to fragrant biryanis and indulgent platters, the line-up pays homage to India’s enduring love affair with chicken. The menu transforms everyday meals into festive daawats, whether for a solo indulgence, a dinner date, or a family get-together.

    Among the highlights are Dakhni Murgh inspired by Deccan royalty, the spice-rich Darbhari Murgh, hearty meal combos pairing butter naan with rich gravies and Dal Makhani, and indulgent sweets like gulab jamun. For those craving variety, there’s also Murgh Makhani with bone, Egg Tawa Masala, and even a vegetarian Paneer Lababdar meal. The star attraction? A mutton biryani & Kebab Meal big enough to steal the spotlight at any festive table.

    Crafted with ITC Master Chef Creations’ signature finesse, each dish blends heritage recipes with gourmet flair. The result: a festival of flavours that promises indulgence in every bite.

  • Aashirvaad Atta’s Ganesh idols on wheat grains set record this Ganpati

    Aashirvaad Atta’s Ganesh idols on wheat grains set record this Ganpati

    MUMBAI: Holy grain! In a record-breaking festive twist, ITC’s Aashirvaad Atta has proven that devotion need not be larger than life. Sometimes, it fits on a single grain of wheat.

    During the 10-day Ganesh Chaturthi celebrations at the iconic ‘Andheri cha raja’ pandal in Mumbai, Aashirvaad pulled off a feat that earned it a place in both the India book of records and the Asia book of records for the ‘biggest distribution of Ganesha idols on wheat grains.’

    Yes, you read that right. Lord Ganesha, meticulously engraved onto actual grains of wheat, was at the centre of this unique campaign. Over 2,000 micro-idols were distributed to devotees, each grain carefully enclosed in an acrylic display box with a built-in magnifying lens. Think of it as a divine collectible with a sprinkle of science and a whole lot of soul.

    The initiative was part of Aashirvaad’s festive campaign: “Gehu gehu hai vishesh, har gehu mein hai Ganesh,” spotlighting the purity and cultural significance of wheat in Indian homes. Through this punny yet poignant message, the brand wove a connection between the grain that sustains millions and the god who removes obstacles.

    Commenting on the milestone, ITC, chief executive, staples & adjacencies, foods division, Anuj Rustagi said, “Ganesh Chaturthi is a festival where devotion meets grandeur, and we wanted to offer something truly unique. By engraving Lord Ganesha on a single grain, we showcased how tradition and innovation can come together to celebrate purity in a memorable way.”

    From its trusted ‘chakki MP sehori aata’ to ‘organic aata,’ Aashirvaad continues to win hearts across India by delivering quality flour that meets local tastes and now, sets records too.

    Looks like when it comes to devotion and innovation, Aashirvaad truly doesn’t grain and bear it, it goes the extra (milli)metre.
     

  • Sunfeast’s ‘Missing Wife’ campaign puts equality back on the nameplate

    Sunfeast’s ‘Missing Wife’ campaign puts equality back on the nameplate

    MUMBAI: When Bengaluru saw posters declaring “Nikhil’s wife is missing…”, passers-by were left puzzled, worried, and curious in equal measure. But the mystery wasn’t a crime scene, it was ITC’s Sunfeast Marie Light turning everyday nameplates into a powerful statement on equality.

    The campaign, fittingly titled ‘Missing Wife’, is the latest chapter in the brand’s ongoing push for shared identity in households. Last year, Sunfeast Marie Light launched the Strong Team Nameplate Campaign, spotlighting how many Indian homes still display just one partner’s name at the door. This year, the OOH teasers across Bengaluru bus shelters and hoardings dialled up the intrigue with one-liners like “Nikhil’s wife is missing…” before revealing the emotional message: the absence of a woman’s name on a nameplate may not make headlines, but it quietly reinforces imbalance at home.

    Taking the message beyond hoardings, Sunfeast Marie Light partnered with Mygate to extend the initiative into 40 plus residential societies. The campaign struck a chord by contrasting the immediate concern when a loved one goes missing with the near invisibility of a missing name. By putting equality, respect, and shared identity back on the doorstep, the brand once again underlined its belief that a home isn’t complete without both partners standing side by side.

  • Bappa Ki Tayyari: ITC Aashirvaad sweetens Ganesh Chaturthi with QR aarti-booklets

    Bappa Ki Tayyari: ITC Aashirvaad sweetens Ganesh Chaturthi with QR aarti-booklets

    MUMBAI : Modaks meet mobiles. This Ganesh Chaturthi, prayers and sweets are just a scan away.

    ITC’s Aashirvaad Soul Creations has launched its #BappaKiTayyari campaign, bringing together soulful devotion and thoughtful convenience for devotees preparing to welcome Lord Ganesha.

    The initiative promises to eliminate last-minute festive stress by combining curated festive delights with digital aarti booklets. “No last-minute rush this Ganesh Chaturthi… sweets, aartis and blessings, all in one place, ready for Bappa’s welcome,” promises the brand.

    Families often scramble to find complete prayer verses across WhatsApp forwards or scattered YouTube videos. This year, every Aashirvaad Soul Creations delivery will include a special card with a QR code. A quick scan delivers a ready-to-use PDF Aarti Booklet in Hindi and English directly on WhatsApp, free of cost.

    Additionally, the brand has curated a mouth-watering festive menu: Kesar and Coconut Modak Barfi, Puran Poli with Katachi Aamti, Motichoor Laddu and Kaju Katli.

  • Cigarettes and Surplus: ITC lights up with Rs 4912 crore Q1 profit

    Cigarettes and Surplus: ITC lights up with Rs 4912 crore Q1 profit

    MUMBAI: No smoke without earnings and this quarter, ITC puffed its way to a Rs 4,912 crore net profit. The diversified conglomerate reported a strong start to FY26, with standalone net profit from continuing operations hitting Rs 4,912.36 crore in Q1 (ended June 2025), slightly ahead of last year’s Rs 4,819.93 crore. There were no exceptional items this time, making the growth all the more clean-cut unlike Q4 FY25’s massive Rs 15,179 crore gain from discontinued operations (read: the hotel demerger windfall).

    Revenue from operations stood at Rs 21,058.98 crore, up 20 per cent from Rs 17,593 crore in the same quarter last year. Total income, including other income, touched Rs 21,721 crore. Operating margins remained strong with profit before tax (PBT) at Rs 6,545 crore, while tax expenses stood at Rs 1,633 crore.

    The star of the pack? FMCG – Cigarettes, contributing Rs 8,520 crore in revenue, up from Rs 7,918 crore in Q1 FY25. Agri business shot up impressively too, clocking Rs 9,685 crore compared to Rs 6,973 crore a year ago, partly due to favourable trade opportunities. Meanwhile, FMCG – Others (staples, snacks, personal care) delivered Rs 5,777 crore. The segment’s EBITDA for the quarter came in at Rs 546 crore, down from Rs 619 crore in Q1 FY25.

    Despite facing inflationary pressure, employee costs remained stable at Rs 915 crore, and excise duty inched up slightly to Rs 1,309 crore. The company’s cost of materials consumed rose to Rs 6,171 crore, up from Rs 5,351 crore in Q1 FY25 reflecting both volume and price hikes.

    On a consolidated basis, the picture was equally robust. ITC posted a net profit of Rs 5,343 crore (continuing operations), with group revenues touching Rs 23,129 crore. The discontinued hotel business (now housed in ITC Hotels Ltd post-demerger) reported nil operations for the quarter, closing the chapter on an era that brought Rs 15,016 crore profit in FY25.

    Segment-wise, consolidated FMCG revenues totalled Rs 15,354 crore, with cigarettes delivering Rs 9,554 crore. Paperboards, paper and packaging clocked Rs 2,117 crore, while agri continued its sharp rise.

    The group also onboarded subsidiaries such as Sresta Natural Bioproducts, making room in its books for future-ready green growth.

    Earnings per share for the quarter stood at Rs 3.93 (basic), with reserves at Rs 66,649 crore. Total assets stood at Rs 90,513 crore, with liabilities under check at Rs 17,385 crore.

    With no hotel baggage and a consistent run across core verticals, ITC appears to be in cruise control mode puffing profits, planting purpose, and packing numbers that speak for themselves.

  • Scents of purpose as Mangaldeep expands its ‘Sixth Sense’ fragrance panel

    Scents of purpose as Mangaldeep expands its ‘Sixth Sense’ fragrance panel

    MUMBAI: Who needs sight to sense greatness? At Mangaldeep, fragrance creation is being reimagined, one heightened sense at a time. ITC Mangaldeep, India’s leading incense brand, is proving that scent goes beyond sensory pleasure, it can also be a catalyst for purpose, pride, and inclusion. With the expansion of its “Sixth Sense Panel” to 180 visually impaired individuals, the brand is building a fragrance development process where ability, not disability, takes centre stage.

    Launched in 2021, the initiative taps into the clinically established superpower of the visually impaired: an enhanced sense of smell. Now comprising panelists from Mumbai, Delhi, Hyderabad, Chennai and Kolkata with academic and professional credentials to match this one-of-a-kind team is actively shaping Mangaldeep’s latest offerings. So far, it has influenced hits like Sandal, Rose, Lavender, and Marigold incense variants.

    In June 2025, 30 new panelists completed a specialised olfactory training programme, where they fine-tuned their scent articulation across fragrance families from fruity to floral, woody to oudh. With access to Mangaldeep’s in-house experts and structured evaluation tools, these panellists are now key contributors to product innovation, turning scent into a shared language of dignity.

    “This is no CSR tokenism. The Sixth Sense Panel has become integral to how we develop fragrances,” said ITC Ltd divisional chief executive for agarbatti & matches business Gaurav Tayal. “It brings us perspectives we’d otherwise miss.”

    The initiative draws inspiration from research at the Massachusetts Eye and Ear Institute, which found that the visually impaired often possess superior olfactory faculties, a super-skill Mangaldeep is now mainstreaming into the fragrance industry.

    Former Blind Cricket World Cup winner Mahender Vaishna, now a panellist, called the experience “empowering and dignifying,” while Radio Udaan co-founder Minal Singhvi  credited the programme with helping her rediscover joy, confidence, and creative purpose.

    At its core, Mangaldeep’s inclusive innovation is about rewriting the narrative around disability not through sympathy, but through strength. In the process, it’s proving that the soul of scent lies not in how it’s seen, but in how deeply it’s felt.

    As brands across sectors explore meaningful inclusivity, Mangaldeep is lighting the way, one fragrant step at a time.