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Tag: ITC Ltd

  • Fabelle crafts personalised Rakhi chocolates using AI for siblings

    Fabelle crafts personalised Rakhi chocolates using AI for siblings

    MUMBAI: Why gift socks or a last-minute card, when you can gift nostalgia, inside jokes, and a sprinkle of AI wrapped in chocolate? This Raksha Bandhan, Fabelle Exquisite Chocolates, the luxury brand from ITC Ltd., is out to rescue brothers from the tyranny of generic gifting. Enter #WorthTheOne, a personalised chocolate experience that blends tech, taste, and tender sibling chaos into one deliciously curated box.

    Every year, brothers scramble for something anything that says “I care” without screaming “I forgot.” But Fabelle’s new offering changes the game by transforming the bond between siblings into an edible, handcrafted, AI-curated keepsake.

    Here’s how it works: head to the worththeone.com website and take a fun, slightly nosey sibling compatibility test. Based on your answers covering everything from who’s the overachiever to who hogs the remote, an AI engine analyses your emotional dynamics, quirks, rivalries, and affections. This data is then used to customise a box of luxury truffles that reflect your sibling equation.

    And this isn’t your average Rakhi chocolate box. Each #WorthTheOne box features 20 bespoke truffles in five unique flavours, all handcrafted by ITC’s Master Chocolatiers using cocoa sourced from across the globe. From the nostalgia-drenched Saffron Rasmalai Truffle to the exotic Ruby Hazelnut Gianduja, every flavour represents a different layer of the sibling bond sweet, spicy, dramatic, and heartwarming.

    “No two boxes are the same,” says ITC Foods vice president and head of marketing for chocolates, coffee and confectionary Anuj Bansal. “This is not just a gift; it’s an experience. We’re using AI to convert memories, quirks, and emotional textures into something luxurious, handcrafted, and deeply personal.”

    Even the packaging gets the personalised treatment. Every box comes tailored with the sibling’s names and relationship traits subtly worked into the design. The result? A gift that doesn’t just sit on a shelf, it tells a story.

    Fabelle has consistently positioned itself at the intersection of craft, luxury, and emotion. With #WorthTheOne, it’s doubling down on its philosophy by bringing storytelling and technology into the confectionary fold.

    From the moment the AI curates the flavours to the time the first bite takes you back to a shared childhood prank, #WorthTheOne is built to make your sibling say, “Okay, fine, you’re my favourite this year.”

    As Rakhi traditions get a gourmet upgrade, Fabelle proves once again that chocolate isn’t just sweet, it’s smart, stylish, and deeply sentimental.

  • Jasbir Singh zooms up the ranks at Zee News as chief manager

    Jasbir Singh zooms up the ranks at Zee News as chief manager

    MUMBAI: Jasbir Singh has stepped into a new avatar at Zee Media Corporation Ltd, now donning the hat of chief manager at Zee News. A familiar face in the corridors since 2017—when he joined as senior manager—Singh’s elevation marks a steady rise fuelled by grit, grind, and serious sales chops.

    Before his Zee innings, Singh racked up impressive mileage across India’s top media houses—stints at India Today as deputy manager – corporate sales, Jagran Prakashan, and Infomedia18 (Network18) as senior executive saw him build a well-rounded armoury in corporate sales and business strategy.

    An MBA in marketing and sales from the Sikkim Manipal Institute of Technology – SMU, Singh blends street-smart execution with boardroom savvy. As the media landscape grows fiercer and faster, Zee News now has a seasoned player steering the charge from the frontlines.
     

  • Sunfeast Mom’s Magic unwraps the love of adoption with heartfelt campaign

    Sunfeast Mom’s Magic unwraps the love of adoption with heartfelt campaign

    MUMBAI: ITC’s Sunfeast Mom’s Magic has baked more than just cookies, it’s baked a powerful message. The brand, long known for celebrating the warmth of motherhood, is now stirring hearts with its latest initiative to normalise and encourage adoption in India.

    Stirring the pot on outdated norms, the brand teamed up with the upcoming film Dear Maa to host a compelling panel discussion in Kolkata. On the table? Breaking down biases around adoptive mothers and pushing the belief that motherhood is measured in love, not DNA.

    The panel featured a stellar line-up: Soumeta Medhora, secretary of ISSA; actor Mandira Bedi; Shuvadip Banerjee, chief digital marketing officer, ITC Foods; director Aniruddha Roy Chowdhury; and actor Jaya Ahsan, the face of Dear Maa. The group delved into the hurdles adoptive mothers face from social prejudice to emotional alienation, while urging society to widen its definition of family.

    At the heart of the event was the launch of Dil Se Maa, a stirring poem that pays tribute to adoptive mothers. The piece reimagines motherhood as a bond built on care, not chromosomes.

    Adding a deeply personal note to the discussion, actress Mandira Bedi shared, “Adoption is a beautiful and transformative choice, one that is driven entirely by love. As Tara’s mother, I’ve faced my share of questions and societal bias — from being asked if I could love an adopted child as my own, to people assuming adoption is a last resort. But love doesn’t come with conditions. That’s why I truly value what brands like Mom’s Magic are doing — creating space for these conversations and helping society move beyond its outdated stereotypes, so that every child is embraced with a mother’s love.” 

    Speaking on the occasion, ITC – Foods Division, chief digital marketing officer, Shuvadip Banerjee said, “At Mom’s Magic, we have always believed in celebrating the extraordinary power of a mother’s love. Through this meaningful collaboration with the film Dear Maa, we aim to spark important conversations around adoption and stand in solidarity with all mothers who create magic in a child’s life—regardless of how that treasured journey begins. Together, we hope to inspire greater acceptance, empathy, and inclusion for every form of motherhood.”

    Sunfeast Mom’s Magic has consistently flexed its emotional muscle with campaigns like No More Missed Calls and Hug Her More. This new chapter is another notch in its belt of purpose-driven storytelling, one that swaps sugar for soul and biscuits for bold ideas.

  • ITC Aashirvaad launches ‘Boga Atta’

    ITC Aashirvaad launches ‘Boga Atta’

    MUMBAI: ITC Aashirvaad brings a uniquely crafted Aashirvaad Boga Atta for its discerning consumers in Assam. A premium fine white atta especially designed to meet the region’s culinary needs.

    Continuing in its endeavor to provide quality products to the Assamese consumer, Aashirvaad has launched Boga Atta as the current products available in the Assam market are mostly sold in loose format, lacking hygiene and consistency leading to inferior consumer experience.

    For the homemakers of Assam, cooking is more than a routine, it’s an expression of love. Whether it’s the joy of serving soft luchis at breakfast or Rotis for dinner, mothers in Assam constantly strive to bring delicious and wholesome meals to the table.  

    Aashirvaad Boga Atta crafted with superior quality wheat and made using an advanced milling process, offers the perfect balance of taste, and hygiene. Its fine white texture makes it ideal for preparing a wide range of local favourites, from fluffy luchis and Rotis to other traditional Assamese dishes like pithas, ensuring a delicious and satisfying experience in every bite.

    ITC Ltd COO – Staples and Adjacencies, Foods Division, Anuj Rustagi said, “With the launch of Aashirvaad Boga Atta, we are bringing Assamese families an atta that matches regional specifications of taste and quality. This launch is a testament to Aashirvaad’s commitment to regional relevance and our mission to bring uncompromising quality to every Indian kitchen. With Aashirvaad Boga Atta, mothers no longer have to choose between taste, hygiene, and health — they can have it all. Because when it comes to feeding the family, every meal should be a celebration of care.”

  • Sunfeast Marie Light brings cool comfort to Rath Yatra with ‘Surya Vardaan’ caps

    Sunfeast Marie Light brings cool comfort to Rath Yatra with ‘Surya Vardaan’ caps

    MUMBAI: In a heartfelt tribute to faith and fortitude, Sunfeast Marie Light stepped into the spiritual fervour of Rath Yatra 2025 with a campaign that was equal parts thoughtful and innovative. Dubbed Surya Vardaan, the biscuit brand offered cooling caps to thousands of devotees walking miles under the scorching sun.

    Crafted with sandalwood and a unique menthol layer that activates on exposure to sunlight, the Surya Vardaan caps turned harsh rays into waves of soothing relief. As pilgrims followed the chariots of Lord Jagannath, Balabhadra, and Subhadra through Puri’s sweltering streets, the caps delivered more than just physical comfort, they became wearable symbols of care and community.

    ITC Ltd. chief operating officer, biscuits & cakes cluster, foods division, Ali Harris Shere commented “The sun, which symbolizes energy, vitality, and life, is central to our brand. At Sunfeast Marie Light, our biscuits are made from sun-kissed wheat, and we carry that spirit of warmth and care into everything we do. The Surya Vardaan cap is our way of honouring tradition while offering thoughtful comfort to the Puri Rath Yatra devotees”

    The experience zones set up along the route saw thousands gratefully donning the caps, embracing the blend of spiritual symbolism and smart design. Lending star power to the initiative was popular Odia actress Archita Sahu, who participated in the festivities and distributed caps to devotees with folded hands and a beaming smile.

    This quiet act of brand devotion, as much rooted in empathy as engagement, offered a timely reminder: sometimes, the smallest gestures like staying cool on a sun-drenched pilgrimage can carry the most divine intent.

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  • ITC wraps up a win with Filo, its new planet-friendly packaging series

    ITC wraps up a win with Filo, its new planet-friendly packaging series

    MUMBAI: Can sustainable packaging be sleek, scalable and safe enough to handle food? ITC thinks so. With its new Filo Series, the Indian conglomerate is rolling out a plastic-free, compostable packaging solution aimed at businesses ready to clean up their act — and their supply chains.

    Launched with a slick digital campaign, the Filo Series is made from biodegradable, food-grade paperboard and is designed to withstand grease, moisture and scrutiny — all while staying recyclable and planet-friendly. Think pizza boxes without the guilt and pastry trays that don’t cost the earth.

    Part of the paperboards and specialty papers division, the innovation reinforces ITC’s broader circular economy push. Already plastic-neutral for four years, the company is now stepping up its commitment with solutions like Filo and a new moulded fibre unit in Madhya Pradesh.

    Filo doesn’t just check eco boxes — it ticks business ones too. It promises food safety, functionality and scalability, aimed at replacing single-use plastics across FMCG and food delivery segments. Certified as both biodegradable and recyclable, it’s the kind of packaging that could future-proof an industry under increasing regulatory and consumer pressure.

    Speaking on the company’s vision, ITC Ltd  divisional chief executive, paperboards and specialty papers business, Rajesh Ponnuru said, “As part of our commitment to circularity and innovation, we are proud to offer a range of planet-friendly, sustainable solutions that meet the evolving needs of several industries while improving their environment footprint. With the Filo Series, we set out to address a fundamental challenge—how to deliver food-safe, high-performance boards, which are sustainable and scalable. Filo is not just a product innovation; it represents a significant step in reimagining solutions for a wide range of industries seeking viable alternatives to single-use plastic.”

    With 2030 goals focused on sustaining plastic neutrality and scaling responsible alternatives, ITC is making it clear: going green isn’t a compromise — it’s a competitive advantage. And with Filo, the wrap game just got a smart, sustainable upgrade.

  • Itc Sunfeast Baked Creations signs off mango season with a juicy finale for #CertifiedAampaglus

    Itc Sunfeast Baked Creations signs off mango season with a juicy finale for #CertifiedAampaglus

    MUMBAI: Just when you thought mango season had packed its bags, Itc Sunfeast Baked Creations drops one last, delicious surprise with a zany digital film — the grand finale to its Mad Over Mangoes Again campaign.

    This final hurrah is equal parts dessert porn and fruit-fuelled frenzy. The video plunges viewers into a sun-drenched world where mango obsession turns dessert lovers into full-blown #CertifiedAampaglus — the mango-mad masses whose cravings know no chill. With toe-tapping music, hyper visuals, and unapologetic indulgence, it’s mango love turned up to eleven.

    Front and centre are three showstoppers:

    1    Mango Pudding — a custard-and-caramel jar layered with fresh mango

    2    Mango Mascarpone Cake — spongy, pulpy, and as breezy as a tropical holiday

    3    Mango Tres Leches — a creamy classic gone delightfully desi

    Joining the lineup are a riot of other tropical temptations: Mango Cheesecake Bento, Mango & Chocolate Mini Croissants, Custard Pastry, Tropical Cake, and a chilled Mango Shake. Each treat promises a different flavour of summer, designed to be devoured before the season does a disappearing act.

    And in true mango madness fashion, the brand has taken its campaign offline — with a mango-for-mango swap. In Bengaluru, show up at any Café Sunfeast Baked Creations outlet with a real mango, and you’ll walk away with a free dessert. Sweet deal, quite literally.

    Available for delivery in Bengaluru, Mumbai, Pune, Chennai, and Hyderabad via Swiggy and Zomato, this mango farewell is more than just dessert. It’s a fruity frenzy, a sugar rush, and a seasonal tribute rolled into one.

  • Sunfeast’s new cookie shines bright with butter, glaze and mother’s love

    Sunfeast’s new cookie shines bright with butter, glaze and mother’s love

    MUMBAI: Turns out, a mother’s love isn’t the only thing that leaves you glowing, Sunfeast’s new cookie does too. ITC Sunfeast Mom’s Magic has just launched Shines, a shiny butter cookie glazed to golden perfection, and it’s got more than just sugar on top, it’s sprinkled with emotion, nostalgia, and warmth. With a delicate sugar coating and eight crispy layers, Shines promises a melt-in-mouth indulgence designed to add sparkle to everyday snacking.

    And bringing this cookie’s story to life is veteran actress Nadhiya Moidu, who stars in the brand’s latest TVC, marking the product’s debut with a poignant tale of maternal support. In the film, Nadhiya plays a mum who sweetly nudges her daughter’s dreams forward convincing her traditional father-in-law to let the young girl pursue chess training in Chennai. As she gently glazes a butter cookie, the message is clear: a mother always finds a way to make her child shine.

    “At Sunfeast, we believe in constantly innovating to craft differentiated offerings that bring unique sensorial experiences to our consumers,” said ITC Ltd chief operating officer for Biscuits and Cakes Cluster Ali Harris Shere. “Shines’ is our way of elevating the taste of a classic cookie experience and establishing a new vision for cookies altogether. By introducing a light & crunchy cookie, we are challenging the status quo and redefining what indulgence can look like. We are confident that butter cookie lovers will relish this innovation and make it a cherished part of their snacking routine.”

    Backed by Ogilvy Bangalore, the campaign builds on Mom’s Magic’s longstanding theme of mothers as everyday superpowers.

    “Mothers will do whatever it takes to make their children shine, and their love never becomes an obstacle; in fact, it fuels them to take the road less travelled,” said Ogilvy Bangalore chief creative officer Puneet Kapoor.

    Currently available across Andhra Pradesh and Telangana, Mom’s Magic Shines comes in two sizes 44g for Rs 10 and 128g for Rs 35 with packaging that mirrors the cookie’s polished finish. It’s a simple treat that wraps a little magic, a lot of love, and just enough glaze to make every bite feel like home.

    With this launch, ITC continues its run of crafting not just snacks, but stories that stick, one crunchy layer at a time.

  • Sunfeast bakes it special with a first-ever bouquet just for mum

    Sunfeast bakes it special with a first-ever bouquet just for mum

    MUMBAI: This Mother’s Day, Sunfeast Baked Creations has whipped up more than cupcakes, it’s cooked up a celebration of mums and their untold firsts with its touching new campaign, Her First Ever. Because while mums are busy being there for our first steps, heartbreaks, and birthdays, they often skip their own milestones.

    To turn that around, the brand has launched a fresh initiative that calls on families to give back by creating new ‘firsts’ for the woman who gave them all of theirs. Taking that thought from oven to action, Sunfeast Baked Creations opened its new café on Bengaluru’s MG Road with a fittingly emotional gesture. Indian cricketer Shreyanka Patil’s mother, Pravina Patil, stepped into the spotlight to inaugurate the café, a first for her, and a moment to savour.

    While speaking about the campaign ITC Ltd food tech business head Rohit Bhalla. “With ‘Her First Ever’, we wanted to honour not just what mothers do for us, but who they are beyond their roles.Mother’s often miss out on their own milestones while helping us achieve ours. This campaign is our way of encouraging families to create small, joyful moments for her ones that are hers and hers alone. Sunfeast Baked Creations, with its indulgent and thoughtfully crafted creations, becomes the perfect medium to make these memories.”

    Speaking on her association with the campaign, Indian cricketer Shreyanka Patil said, “Being a part of this campaign was more than just a collaboration it was personal. My mom has been my biggest supporter and cheerleader, throughout my journey. Seeing her step into the spotlight for the very first time, inaugurating ITC Sunfeast Baked Creations was an incredibly special and proud moment for both of us. I hope this inspires others to do the same.”

    To sprinkle more joy on the initiative, the brand has rolled out a limited-edition menu complete with a Mother’s Day Assorted Cupcake Bouquet (“the only bouquet she’s encouraged to eat”), a Pamper Your Mom Hamper for breakfast in bed, and a Heart Bento Cake, all designed to say: this time, it’s all about her.

    With Her First Ever, Sunfeast Baked Creations serves a slice of sentiment and a generous dollop of love.

  • ITC to acquire Mother Sparsh, expands natural baby care portfolio

    ITC to acquire Mother Sparsh, expands natural baby care portfolio

    MUMBAI: ITC Ltd. has announced definitive agreements to acquire the remaining 73.5 per cent stake in Mother Sparsh Baby Care Private Ltd. an Ayurvedic and natural baby care brand for Rs 81 crore, through a mix of primary subscription and secondary share purchase. This will bring ITC’s total investment in Mother Sparsh to approximately Rs 126 crore.

    Mother Sparsh, which has been an associate company of ITC since 2021, has built a strong reputation among Indian mothers for its Ayurvedic, natural products spanning baby personal care, health and hygiene, and specialised baby care solutions. The brand’s digital-first model and robust presence across its D2C platform and e-commerce channels have helped it achieve an impressive annual revenue run rate of over Rs 110 crore.

    The acquisition aligns with ITC’s ‘ITC Next’ vision, spearheaded by chairman Sanjiv Puri, which is focused on creating a future-ready portfolio by tapping into high-growth, digital-first segments.

    ITC Ltd. divisional chief executive, personal care products business division Sameer Satpathy said, “This acquisition is an exciting opportunity, aligned with our aspiration to build a formidable portfolio of future ready, best-in-class innovative offerings that delights Indian consumers. Mother Sparsh in a true spirit of entrepreneurship, has created a reputed brand with Indian ethos in the natural baby care space, powered by an assortment of innovative products and a robust digital ecosystem.”

    Mother Sparsh founder & CEO Himanshu added, “We are delighted that ITC, who came on board as an early investor, is now taking Mother Sparsh to the next level. This partnership is a testament to the brand’s potential in the fast-growing natural baby care segment. We’re confident that ITC’s institutional strengths will help serve the evolving needs of Indian mothers for generations to come.”

    The acquisition process will be completed over the next two-three years, with the Mother Sparsh team including founder & CEO Himanshu continuing to head operations during this transition phase.