Author: Women Square

‘Life Par Full Control’: Tulips’ New Adult Diaper Campaign
Mumbai, India – Tulips, one of India’s most trusted names in personal hygiene, has taken a bold step into the adult hygiene space with the launch of TULIPS Adult Diaper Pants. In a bid to address a long-overlooked health concern with dignity and sensitivity, the brand has onboarded Bollywood’s veteran actor Boman Irani as the face of its new campaign ‘Life Par Full Control’, aiming to spark meaningful conversations and break the stigma surrounding adult diaper usage in India.

A Landmark Launch in Personal Hygiene

The newly introduced TULIPS Adult Diaper Pants have been designed keeping in mind the everyday struggles of individuals living with urinary incontinence — a condition often ignored due to embarrassment and social taboos. The product promises a combination of comfort, protection, and discretion, enabling seniors and adults alike to lead fuller, more independent lives.

Some of the standout features include:
- Aloe vera–coated inner sheet to ensure skin comfort and prevent irritation.
- Advanced leak protection for up to 10 hours, supported by an ADL (Acquisition Deposition Layer).
- Odour lock technology to provide long-lasting freshness.
- Tear-away side panels for easy and hygienic removal.
- Unisex pull-up design available across all sizes, crafted to resemble regular underwear for a discreet, dignified fit.
By creating a product that looks and feels like ordinary undergarments, Tulips seeks to restore confidence, normalcy, and quality of life to users who may otherwise withdraw socially due to fear of leakage or discomfort.

The Need for Awareness and Acceptance

At the launch event, Mr. Rahul Jain, Director, Tulips, highlighted the urgent need for both innovation and dialogue in this category:

“Due to lifestyle-related issues, more and more senior citizens today experience weaker bladder control leading to urinary incontinence. Health conditions such as diabetes, prostate issues in men, frequent urinary tract infections (UTIs), and menopause in women often aggravate this condition. During our development phase surveys, many elders expressed viewing adult diapers as a ‘symbolic dependence’ and were hesitant to even discuss the topic — which explains the mere 2% market penetration in India.”

Mr. Jain further stressed that this hesitation reflects not just a health challenge but also a social and emotional barrier. Unlike in Western countries, where adult diapers have seen widespread acceptance, India still grapples with shame and discomfort around openly discussing senior care needs.

Recognizing this gap, Tulips decided that the launch of TULIPS Adult Diaper Pants must be paired with a cultural shift in perception.

Boman Irani: The Voice of Change

The company’s decision to rope in actor Boman Irani as the brand ambassador was deliberate and unanimous. With his warm, relatable persona and wide appeal across age groups, Irani lends authenticity and dignity to a sensitive conversation.

Speaking about his association, Mr. Irani said:
“I am extremely happy to partner with Tulips in starting a conversation that matters. Age should not mean limitation. TULIPS Adult Diaper Pants are here to ensure all seniors affected by urinary incontinence are able to lead their lives with comfort, independence, and self-respect.”

As part of the launch, Tulips has also unveiled a short film featuring Boman Irani, which encourages seniors to view adult diapers not as a symbol of dependence, but as a tool of empowerment — enabling them to travel, socialize, and live life to the fullest.

Breaking Stigma with ‘Life Par Full Control’

The tagline ‘Life Par Full Control’ captures Tulips’ mission of helping individuals regain their agency. Instead of allowing urinary incontinence to dictate terms, the campaign reframes adult diapers as enablers of freedom, confidence, and dignity.

Mr. Rahul Jain emphasized:
“We felt it was vital to start a national conversation around this subject and address it with the sensitivity it deserves. This conversation needed a strong and respected voice, and Mr. Boman Irani was our unanimous choice to lead it. At Tulips, we believe this shift in perception will lead to greater acceptance and empower seniors to live their lives to the fullest.”

Tulips’ Legacy of Innovation

Tulips has a strong track record of innovation in the personal hygiene space. In 2017, the company became the first in India to introduce 100% flushable wet wipes, setting a benchmark for eco-friendly hygiene solutions. During the COVID-19 pandemic, Tulips once again demonstrated its agility by becoming the first company in India to develop COVID swabs, directly contributing to the nation’s testing and containment efforts.

This spirit of problem-solving continues with the launch of TULIPS Adult Diaper Pants, which address a real and rising health need in India’s aging population.

A Trusted Brand, A Global Footprint

Today, Tulips products are consumed widely, with more than 60 million units being sold annually across 17+ countries. This global presence reflects the brand’s commitment to quality, trust, and innovation.

The launch of TULIPS Adult Diaper Pants marks not only an expansion into a new category but also a reaffirmation of the company’s larger mission — to provide thoughtful, effective hygiene solutions that improve everyday lives.

Conclusion: Towards a More Open Conversation

With the introduction of adult diaper pants and the partnership with Boman Irani, Tulips is set to change the narrative around senior care in India. By tackling the stigma head-on and focusing on comfort, dignity, and independence, the brand hopes to inspire millions to embrace healthier choices without shame or hesitation.

As India’s elderly population continues to grow, TULIPS Adult Diaper Pants could become a transformative product — one that not only improves quality of life but also fosters an environment where discussions about aging and healthcare needs are met with understanding, acceptance, and respect.

TULIPS Adult Diaper Pants are now available nationwide in leading stores and online platforms.
October 4, 2025
Tanishk Bagchi: ‘SEEN’ Explores Late-Night Overthinking

T-Series presents SEEN, a moody nocturnal dance track composed, written, and sung by Tanishk Bagchi. Sampling a timeless Bollywood classic, the song transforms it into a late-night groove that blends old-school poetry with a fresh, contemporary sound.

Heartbreak in the Digital Age

With its minimal production and immersive feel, SEEN reimagines longing and heartbreak in today’s dating world—where ghosted chats, unsent messages, and endless late-night overthinking take centre stage.

A Visual Experience

The music video, featuring Harman Brar and directed by Pallav Patel, stands out as a visual masterpiece. Retro-futuristic styling, abstract storytelling, and carefully crafted moments of stillness create an atmosphere that lingers long after the song ends.

Tanishk Bagchi on ‘SEEN’

Speaking about the track, Tanishk Bagchi shares:
“It’s made for the hours when you’re alone with your thoughts, scrolling through what once was—the texts that were left on seen. Sampling this classic gave me the freedom to explore those emotions with a new voice.”

Available Now

SEEN is streaming now on all platforms via T-Series.

October 3, 2025
Steelbird Helmets Powers Road Safety Mission by distributing 1 Lakh Units of Helmets
- Campaign equips over one lakh trained Road Safety Ambassadors with Steelbird helmets
New Delhi, October 3, 2025: Steelbird Hi-tech Ltd, world’s largest two-wheeler helmet manufacturer, has strengthened its commitment to safer roads by providing 1-lakh units of BIS certified high-quality two-wheeler helmets to Road Safety Ambassadors through its partnership with the Rajasthan Road Safety Society. These helmets are made available to the ambassadors through Steelbird’s support, ensuring that the message of safe riding practices reaches a wider audience and helps in creating a safer driving culture of road safety.

Rajasthan Road Safety Society in support of Steelbird Hi-Tech has distributed the helmets to various organisations such as Aavas Financiers Ltd. (with 29,600 units), Kogta Finance Ltd. (5,000 units), Bhilwara Dairy (15,000 units), Seth Sanwaria Temple Trust (13,000 units), Ministry of Road Transport & Highways (Advocacy Scheme – 6,000 units), Public Works Department (Sushma Yojana – 10,000 units), Hindustan Zinc Ltd. (3,000 units) and (18000 units to) Chittorgarh Gram Sanstha.

All Road Safety Ambassadors have been trained by National Road Safety Gold Medalist Dr. Virendra Singh Rathore and his expert team, ensuring that every helmet recipient also becomes a committed messenger of road safety.

Mr. Rajeev Kapur, MD of Steelbird and President of the Two-Wheeler Helmet Manufacturers Association, said “At Steelbird, we believe helmet is not just a product, but a life-saving tool. By providing helmets to trained Road Safety Ambassadors through this initiative, we are empowering them to spread the message of safety across India. Today, over one lakh ambassadors now carry forward this mission with Steelbird helmets.”

Ms. Ritu Chouhan, President of Rajasthan Road Safety Society, said “Losing my brother in a road accident without a helmet was the turning point of my life. With Steelbird’s support, we have turned that personal loss into a nationwide road safety campaign. Today, with more than one lakh trained Road Safety Ambassadors, the initiative is making a real difference on the ground.”

The initiative, titled “Helmet Promotion, Education, Awareness and Enforcement Campaign,” carries impactful themes like “Sar Salamat to Sab Salamat,” “Road Safety – Life Safety,” and “Youth Safe – Nation Safe.”

With Steelbird’s backing and collaborative efforts from corporates and institutions, this campaign has become one of India’s largest citizen-driven helmet safety movements.
October 3, 2025
FHRAI 55th Convention: Supported by Hilton, Radisson & AP Tourism

New Delhi, 03 October 2025: The Federation of Hotel & Restaurant Associations of India (FHRAI), the apex body representing the Indian hospitality industry, successfully concluded its 55th Annual Convention from 18th to 20th September 2025 at Hotel Conrad, Bengaluru. The three-day event brought together approximately 800 delegates, industry leaders, policymakers, and hospitality professionals from across the country to deliberate on the future of Indian hospitality, innovation, and sustainable growth.

Dignitaries present during the convention included Mr. Siddaramaiah, Chief Minister, Karnataka; Mr. D.K. Shivakumar, Deputy Chief Minister, Karnataka; Mr. Gajendra Singh Shekhawat, Union Minister for Tourism, Government of India; Mr. M.B. Patil, Minister of Large and Medium Scale Industries, Karnataka; Mr. H.K. Patil, Minister for Tourism, Law & Parliamentary Affairs, Karnataka; Dr. Shalini Rajneesh IAS, Chief Secretary, Government of Karnataka; Mr. Kandula Durgesh, Minister for Tourism & Culture, Government of Andhra Pradesh, and Mr. Dinesh Gundu Rao, Minister of Health and Family Welfare, Karnataka, and Mr. K. Syama Raju, President, FHRAI.

The sessions over the three days covered a wide range of topics, including building iconic Indian hospitality brands, shaping India’s tourism economy for 2047, sustainable and tech-driven hospitality solutions, gastronomic innovation, and cybersecurity in a hyper-connected world. Key speakers and panelists included Ms. Amrapali Kata, CEO, Andhra Pradesh Tourism Authority; Mr. K.B. Kachru, Chairman, South Asia, Radisson Hotel Group; Mr. Anil Chadha, MD, ITC Hotels Ltd.; Mr. Kapil Chopra, Founder & CEO, The Postcard Hotel; Dr. Rajendra, Director Tourism, Government of Karnataka; Mr. Manoj Kumar, IFS, Principal Secretary, Forest Dept., Karnataka; Mr. Michael Dominic, MD & Co-Promoter, CGH Earth; Mr. Davashish Srivastava, Senior Director Development, Radisson Hotel Group; Mr. Amit Kanchan, Regional Director IT, Hilton South Asia; and Mr. Anand Choksi, Head – Information Security, Razorpay also addressed the delegates.

Commenting on the convention, Mr. K. Syama Raju, President, FHRAI said, “The 55th FHRAI Annual Convention provided an unparalleled platform for industry leaders, policymakers, and innovators to come together and chart the future of Indian hospitality. The engagement and insights shared over the three days will guide our industry towards sustainable growth, technological advancement, and global recognition.”

The convention was supported by prominent sponsors, including Hilton, Andhra Pradesh Tourism, Madhya Pradesh Tourism, Tata, Jharkhand Tourism, Ministry of Tourism (MOT), Radisson, Blossom Kochhar Aroma Magic, Idon, Treebo Superhero, Hotelivate, Chalet, IRCTC, Kimberly Clark, Howarth, and Revinate. The three-day event concluded with a grand gala dinner hosted by KPTCL, Jungle Lodges & Resorts, and KMF, featuring a musical performance by Ms. Shanmukha Priya.

The 55th FHRAI Annual Convention reaffirmed India’s position as a thriving hub for hospitality innovation, sustainable tourism, and industry collaboration.

October 3, 2025
Courtroom Comedy Break: Jotwani Associates Covers Jolly LLB 3 Tickets for Staff

New Delhi: Jotwani Associates, a leading New Delhi law firm with more than 55 Advocates, has announced a special initiative to celebrate and appreciate the dedication of its associates. The firm is sponsoring a Movie Day for all employees and their significant others with complimentary tickets to the much-awaited film Jolly LLB 3.

Speaking about the initiative, Mr. Dinesh Jotwani, Founder of Jotwani Associates, stated: “My wife and I watched the movie ourselves, and I believe it’s a must-watch for every lawyer and client seeking justice in the country.”

Lawyers practicing in any court often encounter a competitive environment, and the phrase “client chor,” humorously depicted in the movie, resonates deeply with them.

The chosen film, Jolly LLB 3, is based on a real-life case and offers a mix of comedy,

entertainment, and a powerful social message about justice. The firm hopes this experience will not only be a refreshing break for its employees but also a reminder of the values they uphold as legal professionals.

This initiative highlights Jotwani Associates’ commitment to building a positive and engaging workplace culture where employees are valued and celebrated beyond their professional Contributions.

About Jotwani Associates:

Jotwani Associates with 55 professionals (Lawyers, Investigators, Patent Attorneys, CAs, CSs, and paralegals) is a premier Indian law firm based in New Delhi, India, with an extensive international clientele. Specializing in Patent, Copyright, Trademark, Corporate Laws, Designs, Litigation (Civil & Criminal), Government Relations, and Policy, the firm provides top-notch legal services tailored to meet clients’ diverse needs across various jurisdictions. More information about the Law Firm can be found at: www.jotwani.com

October 3, 2025
Devgn Cinex CEO: New Screens Planned Across South India
Mumbai, 2 October 2025 — The vibrant grounds of the SNDT Women’s College in Juhu, abuzz with Durga Puja festivities, became the stage for a moment that blended cultural tradition with cinematic ambition. Bollywood superstar Ajay Devgn, in collaboration with the Vishwa Samudra Group, unveiled Devgn Cinex, the refreshed identity of NY Cinemas. The high-profile launch was not merely a rebranding exercise but the announcement of a bold new chapter in the Indian movie-going experience.

A Cultural Backdrop Meets a Cinematic Vision

The rebranding event was woven seamlessly into the celebrations of the North Bombay Sarbojanin Durga Puja, a festival that has been a hub of Mumbai’s creative and film community since 1948. As the rhythmic beats of the dhak and the fragrance of incense filled the air, the new Devgn Cinex logo was revealed amidst music, lights, and rousing cheers. The timing was deliberate: just as Durga Puja symbolizes new beginnings and collective spirit, so too does Devgn Cinex aspire to create shared experiences that bring people together through cinema.

Ajay Devgn captured this sentiment when he addressed the gathering. “Durga Puja is a celebration of tradition, togetherness, and shared joy. In many ways, cinema does the same — it brings people closer through stories. With Devgn Cinex, our vision is to bring this magic to audiences across India with state-of-the-art formats that allow every emotion and every moment of a film to be experienced at its fullest.”

The choice of venue and festival was more than symbolic. It underscored Devgn Cinex’s promise of fusing cultural heritage with modern technology, creating a cinematic experience that is both rooted in tradition and ready for the future.

From NY Cinemas to Devgn Cinex: A Strategic Leap

NY Cinemas, originally envisioned by Ajay Devgn as a platform to expand quality movie experiences beyond the metros, had already built a reputation for premium yet accessible theatres. The partnership with Vishwa Samudra Group now injects the capital, infrastructure expertise, and ambition needed to scale that vision.

Speaking about the transformation, Shivdutt Das, Executive Director of Vishwa Samudra, emphasized the broader intent: “Devgn Cinex is more than a new name; it is a vision to transform cinema halls into spaces of innovation, comfort, and culture. We are committed to scaling this brand across India.”

The move reflects an evolving entertainment landscape in India. With audiences demanding more than just a film screening — from luxury seating and immersive sound to digital-first engagement and loyalty rewards — Devgn Cinex aims to position itself as the go-to destination for both spectacle and comfort.

Reinventing the Movie-Going Experience

The brand’s new tagline, “Cinema. Reinvented.”, is not just a slogan but a blueprint. Devgn Cinex will invest heavily in premium formats, including large-screen auditoriums with cutting-edge projection and sound technologies, immersive 3D and 4D formats, and luxury seating designed for comfort.

Beyond physical infrastructure, technology will play a central role. Plans include:
- AI-driven personalization to recommend films and offers.
- Seamless app and web platforms for booking, pre-ordering food, and customizing experiences.
- Customer engagement tools, including gamified rewards programs and memberships.
- Integration with digital payment systems and regional-language interfaces to cater to India’s diverse audience.
According to Satish Kottakota, CEO of NY Cinemas, expansion is also a key part of the roadmap. “Devgn Cinex is ready to expand its footprint with new screens planned across the country. Our immediate focus will be metros and tier-1 cities, particularly in South India, where the appetite for cinema is unmatched. This is just the start of a growth story we are excited to share with audiences nationwide.”

This focus on South India is telling. The region has emerged as the heart of India’s theatrical ecosystem in recent years, with record-breaking blockbusters and high audience turnout. By strengthening its presence there, Devgn Cinex positions itself in one of the fastest-growing markets for cinema.

A Star-Studded and Emotional Launch

The launch event carried emotional gravitas. Alongside Ajay Devgn, the ceremony was attended by his wife and acclaimed actress Kajol, adding a touch of Bollywood’s glamour to the proceedings. Mrs. Sonam Shivdutt, wife of Vishwa Samudra’s Executive Director, also joined the celebrations, symbolizing the partnership’s personal and professional commitment to this venture.

The blend of festive atmosphere, cultural resonance, and star presence created a unique narrative: this was not just about corporate strategy, but about creating a brand with soul, identity, and resonance with Indian audiences.

About the Partners

Devgn Cinex emerges as the evolution of NY Cinemas, founded by Ajay Devgn to extend the joy of cinema beyond big cities. Now powered by Vishwa Samudra Group, the brand marries cinematic heritage with digital innovation. With plans to scale across metros and South India, it aims to redefine customer engagement through technology while keeping cultural connection at its core.

The rebranding promises immersive theatres equipped with advanced formats, seamless digital integration, and a focus on community-driven entertainment. In doing so, Devgn Cinex aspires to set new benchmarks for how Indians experience films — not just as viewers, but as participants in a shared cultural moment.

Meanwhile, the parent partner Vishwa Samudra Engineering (VSE) brings its infrastructure prowess to the table. With expertise across roads, ports, irrigation projects, airports, and urban development, VSE has built a reputation for delivering complex projects at speed and scale. Its financial strength and engineering expertise make it an ideal ally in scaling Devgn Cinex nationwide.

A New Era for Indian Cinema

The unveiling of Devgn Cinex at the North Bombay Durga Puja marks more than just a name change. It symbolizes a fresh era where cinema halls evolve into destinations that merge heritage, technology, and culture. In an age when streaming platforms compete for attention, Devgn Cinex is betting on creating experiences so immersive, personalized, and memorable that audiences will continue to choose theatres as their first love.

As the drums of Durga Puja echoed through Juhu, the message was clear: Devgn Cinex is here to reinvent how India watches movies.
October 2, 2025
Beyond Kantara: Chapter 1: Rukmini Vasanth Prepares for Toxic with Yash and Prashanth Neel’s Next

As Kantara: Chapter 1 releases worldwide today, actor Rukmini Vasanth shared an emotional note brimming with gratitude. She described the project as a transformative journey that shaped her both as an artist and as an individual.

A Journey of Growth and Learning

“Over a year ago, I had the privilege of joining the team of Kantara: Chapter 1,” Rukmini wrote. “It has challenged me, taught me, improved the way I approach my craft, and given me a new perspective on life. This film is a labour of love, painstakingly brought to life by the hundreds of people who worked day and night on it — I am so grateful to have been a part of this mesmerising film.”

Heartfelt Gratitude to Rishab Shetty

Reserving her deepest appreciation for director Rishab Shetty, she praised his vision and commitment:
“Rishab sir has been the rock of this project. Sir, your hard work and leadership of this magnificent film has been so inspiring. Thank you for your faith in me and for helping me through this journey.”

Tribute to the Hombale Films Family

Rukmini also extended her thanks to the team at Hombale Films — including Vijay Kiragandur, Chaluve Gowda, Adarsh, and the many unsung heroes working behind the scenes. She credited their collective efforts in bringing this cinematic spectacle to life.

View this post on Instagram

A post shared by Rukmini Vasanth (@rukmini_vasanth)

Looking Ahead to Monumental Projects

While Kantara: Chapter 1 marks a significant chapter in her career, Rukmini’s journey continues with two highly anticipated projects. She will next be seen alongside Rocking Star Yash in Toxic, followed by joining director Prashanth Neel’s magnum opus starring NTR Jr.

October 2, 2025
Gurugram Retail Ecosystem: Why Leasing is a Primary Destination

Retail leasing in India has had a remarkable run through the first half of 2025, with brands across categories expanding footprints and developers reporting healthy absorption of new spaces. The recovery that began post-pandemic has matured into a phase of steady, experience-led growth, where malls and high-street formats are no longer just transactional hubs but vibrant destinations.

Delhi-NCR Leads the Growth Curve

In Delhi-NCR, demand for retail spaces in malls and high streets rose 25% between January and June 2025, reflecting both fresh supply and growing appetite from retailers, as per CBRE. Leasing touched around 5 lakh sq ft in January–June, compared with 4 lakh sq ft in the same period last year.

This rebound comes after a slowdown in 2024, when total leased areas dropped to 10 lakh sq ft from 14 lakh sq ft in 2023. The big question now is whether this momentum can sustain itself as we move into the second half of 2025 and into 2026.

Tier-II Cities Catching Up

What’s equally noteworthy is how Tier-II cities are beginning to catch up, with developers betting on rising consumption potential outside traditional metros. Mixed-use projects and Grade A malls remain the preferred formats, attracting both domestic and international brands eager to anchor themselves in spaces that offer scale, quality, and integrated lifestyle experiences.

Industry Voices: Developers on the Future of Leasing

Pushpa Bector, DLF Mall of India

“The retail sector has proven its flexibility, and leasing momentum continues to reflect this strength. In a market like NCR, scale, innovation, and differentiation are critical. At DLF Mall of India, our goal is to keep every visit fresh with a brand mix, entertainment, and dining that evolve constantly. Leasing interest is strong across categories—from fashion and lifestyle to F&B and experiential concepts.”

Jatin Goel, Omaxe Group

“India’s retail leasing momentum reflects both consumer confidence and a structural shift toward experience-driven shopping. At Omaxe Chowk, we’ve curated a modern, hassle-free shopping experience in the heart of Chandni Chowk, blending convenience with heritage charm. By hosting a wide mix of national and international brands, physical retail continues to prove its relevance in the digital age.”

Siddharth Katyal, Bhumika Realty

“The NCR market is at an inflection point, driven by a surge in consumption and the desire for holistic retail experiences. Leasing activity here reflects a broader trend—brands want to be in spaces that are future-ready, accessible, and engaging. Retail today is about co-creating ecosystems with developers.”

Harpreet Singh Hora, Reach Group

“Gurugram’s retail story has evolved into an ecosystem integrating lifestyle, work, and leisure. With a young, global, and aspirational demographic, demand is rising for adaptive spaces where retail blends seamlessly with entertainment, F&B, and wellness. For brands, Gurugram is now a primary destination, not just an extension of Delhi.”

Strong Fundamentals Driving Growth

India’s retail leasing momentum is backed by strong economic fundamentals. Rising disposable incomes, a steady GDP trajectory, and relatively stable inflation are fueling consumer confidence. Discretionary categories such as luxury, F&B, and entertainment are witnessing heightened interest from both brands and shoppers.

Infrastructure as a Catalyst

Government-led infrastructure initiatives—expanded metro connectivity, airport upgrades, and better highways—are enhancing accessibility to retail hubs. This has made malls and high streets more attractive for consumers and brands alike, ensuring steady leasing demand.

The Road Ahead

Leasing momentum is expected to remain steady in 2025 and beyond, with brands increasingly gravitating toward mixed-use developments and Grade A malls that integrate shopping, dining, entertainment, and lifestyle experiences. As Tier-II cities rise and metros innovate, India’s retail landscape is set for a transformative phase of growth.

October 2, 2025
How a Social Media Search for a Healthy Snack Led Shamita Shetty to Her Next Big Venture

Mumbai, October 1, 2025: Some of the best partnerships aren’t planned; they simply develop naturally. Actress and wellness advocate Shamita Shetty wasn’t looking to start a company, she was just looking for a snack. But a craving for a truly clean, delicious spread led her on an unexpected path, starting with a simple question to her social media followers.

The responses flooded in, but one, in particular, stood out. It was from Swati Soni, a passionate home chef and the founder of Meve Jars, who sent over a sample of her handcrafted nut spreads.

It only took one spoonful. Here was a spread that delivered rich flavour without sacrificing its principles, made with 73% real nuts and a clean label free from preservatives. It was the solution she hadn’t found on any shelf. She knew instantly this wasn’t just a product to enjoy, but a brand she had to be a part of.

Shamita explains: “It’s rare to find something that ticks all the boxes: clean ingredients, nourishing, and it tastes incredible. After I tried it, I just kept thinking about it, and a simple endorsement deal didn’t feel right. I realised I didn’t just want to be a face on a poster, I wanted to get involved and help grow the business. That’s why I reached out with a bigger idea—to join her as a co-founder and build this brand together.”

For Swati Soni, whose brand began as a kitchen experiment, the call from Shamita was surreal. “When Shamita called and said she wanted to be my partner, I almost couldn’t believe it,” Swati admits. “She just got it. She understood what Meve Jars is about; real food, clean ingredients, no compromises. All I ever wanted was to share what I make with people, and with her by my side, that’s becoming a reality in a way I never expected.”

This partnership is powered by two passionate women united by a common objective: to make healthy snacking accessible and genuinely fun for mindful eaters. While Swati stays focused on developing delicious, nutrient-balanced products, Shamita is leveraging her voice, expertise, and influence as a wellness advocate to introduce the brand to a discerning audience.

In a market demanding healthier food options and full transparency, Meve Jars is ready to offer a new experience of indulgence. This partnership is more than a business deal; it is a mission to amplify the brand’s reach and foster a community of conscious eaters who know they never have to choose between health and flavour.

October 1, 2025
CEO Hamid Ahmed: Hamdard Foods Honors Tradition and Wellness in Nationwide Festive Campaign
New Delhi, September 30, 2025 – With the onset of India’s most vibrant festive season, Hamdard Foods India, one of the country’s most trusted names in health and wellness, has rolled out a series of celebrations across cities this September. From the grandeur of Durga Puja pandals in Kolkata and Patna to the rhythm of Garba Nights in Chandigarh and Karnal, and even a social responsibility initiative in Srinagar, the brand is embracing diverse traditions to connect with millions of families at the heart of their cultural celebrations.

Legacy of Wellness Meets the Festive Spirit

Founded on a legacy of purity, wellness, and trust, Hamdard Foods has been a household name for generations. The brand is celebrated not just for its iconic products but also for the role it plays in cultural traditions.

Among its offerings, Rooh Afza remains an all-season refreshing drink that has become synonymous with togetherness and hospitality in Indian homes. The company’s Khaalis Masale (pure spices) bring authentic flavours with over 100 years of expertise, while its Kachi Ghani Mustard Oil stands for unmatched quality and purity, enhancing the taste of festive dishes. Beyond these, Hamdard continues to innovate with milkshakes, lassi, juices, honey, and edible oils, strengthening its portfolio of wellness-oriented food products.

As the country gears up for weeks of vibrant festivities, Hamdard Foods is not only joining in the celebrations but is also creating immersive experiences for consumers. Visitors at the brand’s stalls can enjoy live product tastings, culinary samplings, and interactive activities that reinforce Hamdard’s place in everyday life as well as special occasions.

Kolkata: Durga Puja Festivities (September 27 – October 1, 2025)

In Kolkata, the cultural capital of Durga Puja, Hamdard Foods is participating in some of the city’s most iconic pandals:
- Dumdum Park Sarbojonin (Dumdum)
- Mitali (Kankurgachi)
- Kumartuli Park Sarbojanin Durgotsab Committee (Sovabazar)
- College Square (College Street)
- Simla Byam Samity (Beadon Street)
- Telenga Bagan (Ultadanga)
- Barisha Club (Behala)
Visitors can indulge in authentic Mughlai delicacies prepared with Khaalis Masale, taste refreshing Rooh Afza mocktails, and experience the robust freshness of high-pungency mustard oils. By setting up at such prominent pandals, Hamdard is placing itself right at the centre of community gatherings where families come together to worship, socialize, and celebrate.

Patna: Durga Puja Engagements (September 22 – 29, 2025)

The celebrations in Patna bring Hamdard Foods into close contact with families in residential societies and community spaces such as Sanchar Nagar, Alankar Sun City, RN City, Venus Empire, Aashirwad Ghanshyam Enclave, Mundeshwari’s Terrace Gardenia, and Patligram Society.

The initiative ensures that everyday consumers get to interact directly with the brand. Families can sample festive dishes, enjoy wellness-driven beverages, and explore Hamdard’s wide portfolio of spices and oils. By being present in residential hubs, Hamdard demonstrates its commitment to connecting with communities at the grassroots level.

Chandigarh: Garba Nights (September 27 – 28, 2025)

Chandigarh’s vibrant Garba celebrations bring together dance, music, and tradition—and Hamdard Foods is adding wellness to the mix. At these Garba Nights, the brand has set up lively stalls where consumers can sample refreshing beverages, learn about the wellness benefits of spices and oils, and enjoy interactive festive activities.

These celebrations blend modern city energy with traditional rituals, and Hamdard’s presence ensures that the spirit of wellness and festivity go hand in hand.

Karnal: Garba Night (September 27, 2025)

In Karnal, Hamdard Foods is extending the Garba celebrations to bring joy to local communities. Guests can taste iconic Hamdard drinks, indulge in Mughlai delicacies cooked with Khaalis Masale, and appreciate the purity of Kachi Ghani Mustard Oil.

The engagement highlights how Hamdard seamlessly fits into regional celebrations, reinforcing its identity as a brand that understands and celebrates India’s diversity.

Srinagar: Mirchi Bachpan Bacho Initiative (September 27, 2025)

In Srinagar, Hamdard Foods is participating in the Mirchi Bachpan Bacho initiative, blending social responsibility with cultural engagement. This activity underlines Hamdard’s belief that wellness is not just about food—it’s also about community care, inclusivity, and meaningful participation.

Visitors at the initiative can explore Hamdard’s product range while also contributing to a cause that supports children and families. By aligning with this program, Hamdard demonstrates its ability to link brand purpose with social good.

Leadership Speaks: Celebrating Wellness and Community

Speaking about the nationwide activations, Mr. Hamid Ahmed, CEO of Hamdard Foods India, said:

“Festivals in India are not just about rituals, they are about togetherness, joy, and community spirit. At Hamdard Foods, we are honored to be part of these celebrations across the country. By engaging with consumers directly during Durga Puja, Garba Nights, and meaningful initiatives like Mirchi Bachpan Bacho, we aim to share the values of wellness, tradition, and refreshment that our brand stands for. This festive season, we look forward to creating moments of happiness and strengthening our bond with millions of families across India.”

His remarks reflect the company’s mission of blending heritage with modern engagement, where the brand doesn’t just sell products but also creates shared cultural experiences.

Beyond Celebrations: A Brand Rooted in Legacy and Innovation

Founded in 1906, Hamdard has grown from a heritage brand into a modern wellness powerhouse. Its flagship product, Rooh Afza, remains a leader in its category, dominating market share and becoming a staple in Indian households. Over the years, Hamdard has expanded its portfolio into spices, edible oils, saffron, honey, soya chunks, vermicelli, and beverages including lassi, milkshakes, and fruit juices.

The company continues to expand its footprint in North India while also scaling across the country and abroad. Its strategic diversification into both traditional and modern food categories reflects its adaptability and forward-looking approach.

A Festival of Wellness and Connection

Through these initiatives, Hamdard Foods is reaffirming its mission of being part of people’s celebrations, not just as a product provider but as a cultural partner. By being present in Kolkata’s pandals, Patna’s residential celebrations, Chandigarh and Karnal’s Garba Nights, and Srinagar’s social initiatives, the brand is building emotional connections with consumers that go beyond transactions.

The activations include:
- Authentic product trials (Rooh Afza beverages, Khaalis spices, mustard oils)
- Festive food samplings inspired by Mughlai cuisine
- Interactive engagements for families and communities
- Social responsibility programs supporting inclusivity and wellness
This integrated approach ensures that Hamdard Foods remains deeply embedded in India’s cultural fabric while also projecting itself as a brand of the future.

About Hamdard Foods

Hamdard Foods India is part of the historic Hamdard Group, established in 1906. Known for heritage brands like Rooh Afza, Hamdard has built a reputation for trust, quality, and wellness over more than a century. Today, the company offers a wide portfolio ranging from beverages and spices to oils, saffron, and ready-to-use products.

Rooh Afza remains its flagship brand, widely consumed across India and abroad. With continuous innovation—including sugar-free variants, fruit-based beverages, and wellness-oriented products—Hamdard is expanding its consumer base while staying true to its legacy of purity and health.

Looking Ahead

As India moves through its festive season, Hamdard Foods’ celebrations across cities reaffirm its role as a bridge between tradition and modern living. By combining authentic products, cultural participation, and community engagement, the company is not just promoting its brand—it is strengthening its position as a trusted partner in everyday wellness and festive joy.

With initiatives spanning heritage-rich festivals and modern consumer activations, Hamdard continues to prove why it is more than just a food brand—it is an integral part of India’s celebrations, traditions, and collective memory.
September 30, 2025