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Patanjali Foods Ltd, led by Baba Ramdev, has been instructed by the Food Safety and Standards Authority of India (FSSAI) to recall an entire batch of its red chilli powder. The recall order, dated January 13, 2025, was received by the company on January 16, 2025, due to non-compliance with food safety norms.

In a regulatory filing, the company confirmed the recall of Red Chilli Powder (packed) from Batch No. AJD2400012, citing violations of the Food Safety and Standards (Contaminants, Toxins and Residues) Regulations, 2011. This move comes as a setback for Patanjali Foods, a leading player in the Indian FMCG market.

"Pursuant to Regulation 30 of the SEBI (Listing Obligations and Disclosure Requirements) Regulations, 2015, we may inform you that Food Safety and Standards Authority of India vide its Order dated January 13, 2025 (received on January 16, 2025), has directed the Patanjali Foods Limited (“the Company”) to initiate recall of the entire batch of implicated food (i.e. “Red Chilli Powder (packed)” of Batch No. – AJD2400012 due to non-conformance of The Food Safety and Standards (Contaminants, Toxins and Residues) Regulations, 2011," the company stated in its statement. 

Patanjali Foods, formerly known as Ruchi Soya, was incorporated in 1986 and is part of the Patanjali Ayurved group. The company operates in the edible oils, food, FMCG, and wind power generation sectors, offering products under several popular brands, including Patanjali, Ruchi Gold, and Nutrela.

Despite the recall, Patanjali Foods has been performing well financially. The company reported a 21 percent year-on-year increase in its standalone net profit for the September 2024 quarter, reaching Rs 308.97 crore, up from Rs 254.53 crore in the same period last year. Its total income for the quarter rose to Rs 8,198.52 crore, from Rs 7,845.79 crore a year ago.

Patanjali Foods ordered to recall batch of red chilli powder over safety violation

Uber has responded to claims made by India's Central Consumer Protection Authority (CCPA) that it, along side its rival Ola, may be using "differential pricing" for ride fares based on users' phone models, as per media reports.

This follows multiple reports and complaints from users who alleged that iPhone users were charged higher for identical rides compared to their Android counterparts.

The concern was raised by India's consumer affairs minister, Pralhad Joshi, who took to X on Thursday, that the CCPA had issued notices to both Uber and Ola over the issue. Joshi further indicated that the body would examine the differential pricing practices across various sectors, including food delivery services and online ticketing platforms.

Read more: <a href="https://www.storyboard18.com/brand-marketing/ccpa-issues-notices-to-ola-and-uber-over-alleged-android-ios-fare-disparities-54518.htm">CCPA issues notices to Ola and Uber over alleged Android-iOS fare disparities</a>

Responding to the allegations, an Uber spokesperson told Reuters that they do not set prices based on a rider's phone manufacturer and are open to cooperating with the CCPA to clear up any misunderstanding.

While Uber is currently engaged in a fierce competition in India with SoftBank-backed Ola, Rapido, and all-electric ride-hailing app BluSmart, the controversy could add another layer of complexity to the competitive dynamics in one of Uber's largest markets.

As the investigation continues, the companies involved, including Ola, and tech giants like Apple and Google, have yet to issue a formal response.

Uber denies differential pricing based on phone models amid CCPA investigation

The Central Consumer Protection Authority (CCPA) has issued notices to cab aggregators Ola and Uber, demanding clarity on their pricing mechanisms, according to media reports.

The action follows complaints that users on Apple's iOS platform were charged higher fares than those using Android devices, even when booking identical routes.

Union Consumer Affairs Minister Pralhad Joshi announced the intervention on Thursday, stating, "As a follow-up to the earlier observation of apparent differential pricing based on the models of mobiles—iPhones or Android—being used, the Department of Consumer Affairs, through the CCPA, has issued notices to major cab aggregators Ola and Uber, seeking their responses."

The allegations first gained attention last month, prompting Minister Joshi to order a thorough inquiry. He termed the practice a "prima facie unfair trade practice" and a "blatant diregard" for consumer rights. According to complainants, the discrepancies in fares based on operating systems undermine fair trade principles and erode consumer trust, the report added.

The CCPA's latest intervention aims to ensure transparency and fairness in the ride-hailing sector. Ola and Uber have been asked to explain how their fare structures are determined and what role, if any, a user's operating system plays in calculating trip costs.

This is not the first instance of the CCPA addressing consumer issues involving technology firms. The authority previously directed a notice to Apple over concerns that iPhones experiences performance slowdowns after updates to iOS 18. The department investigated these complaints and sought Apple's response to address consumer grievances.

CCPA issues notices to Ola and Uber over alleged Android-iOS fare disparities

As Coldplay’s India tour hits all the right notes, it's not just the music that’s capturing attention—brands have been quick to hop on the hype train. The Mumbai leg of the concert saw unique activations, and now, as Ahmedabad awaits its turn, here are the standout brand campaigns making waves during the "Music of the Spheres" tour:

Disney+ Hotstar

As Coldplay prepares to rock Ahmedabad, Disney+ Hotstar is bringing the magic to homes nationwide with a live-stream of the concert on January 26. Fans across the country can experience the unforgettable performance virtually.

<blockquote class="twitter-tweet">On Jan 26, Coldplay’s biggest ever show will stream LIVE from Ahmedabad across all of India on <a href="https://twitter.com/hashtag/DisneyPlusHotstar?src=hash&amp;ref_src=twsrc%5Etfw">#DisneyPlusHotstar</a> :sparkles::dizzy:<a href="https://twitter.com/hashtag/ParadiseForAll?src=hash&amp;ref_src=twsrc%5Etfw">#ParadiseForAll</a> <a href="https://twitter.com/hashtag/MusicOfTheSpheresWorldTour?src=hash&amp;ref_src=twsrc%5Etfw">#MusicOfTheSpheresWorldTour</a> <a href="https://twitter.com/hashtag/ColdplayOnHotstar?src=hash&amp;ref_src=twsrc%5Etfw">#ColdplayOnHotstar</a> <a href="https://twitter.com/hashtag/ColdplayIndia?src=hash&amp;ref_src=twsrc%5Etfw">#ColdplayIndia</a> :orange_heart::white_heart::green_heart: <a href="https://t.co/FO4xNlx60L">pic.twitter.com/FO4xNlx60L</a>&mdash; Disney+ Hotstar (@DisneyPlusHS) <a href="https://twitter.com/DisneyPlusHS/status/1880114979350913257?ref_src=twsrc%5Etfw">January 17, 2025</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

Swiggy

Swiggy’s witty X post captured the essence of every Coldplay fan who couldn’t snag tickets, with a humorous take on the jealousy of those who missed out.

<img src="https://images.storyboard18.com/storyboard18/2025/01/Swiggy-Coldplay-2025-01-dced8205b8f10c67b5ee50f1d3b193d1.jpg" alt="" width="1280" height="720" class="alignnone size-full wp-image-54451" />

Google India

Google posted a cheeky search history highlighting fans frantically searching Coldplay lyrics before attending the concert, all with the caption, “Haa ho rahi hai padhai,” poking fun at the multitasking concert-goer.

<img src="https://images.storyboard18.com/storyboard18/2025/01/Google-India-Codlplay-2025-01-817323a2e34ebf682c352bcee532cbbc.jpg" alt="" width="1280" height="720" class="alignnone size-full wp-image-54452" />

Naukri.com

Naukri.com joined in with a playful message encouraging employees to take a sick leave to attend the concert, playfully referencing “illness” as a perfect excuse for missing work.

<img src="https://images.storyboard18.com/storyboard18/2025/01/naukri.com-coldplay-2025-01-220a6474f16232a001eb261d3e0a2e3f.jpg" alt="" width="1280" height="720" class="alignnone size-full wp-image-54454" />

Crompton

Crompton capitalized on the dazzling lights of the concert by showcasing their product in a vibrant display that illuminated the concert arena. Their message: "Glowing brighter than a sky full of stars," a nod to Coldplay’s iconic song.

<img src="https://images.storyboard18.com/storyboard18/2025/01/Crompton-Coldplay-2025-01-0c24c65a2326a47c81cd69fec5bbff12.jpg" alt="" width="1280" height="720" class="alignnone size-full wp-image-54457" />

Bumble

Bumble brought a modern twist by featuring Coldplay’s famous lyrics "nobody said it was easy" on their profile section, highlighting relationship preferences such as ‘Intimacy without commitment’ and ‘Long-term relationship.’

<img src="https://images.storyboard18.com/storyboard18/2025/01/Bumble-Coldplay-2025-01-dc6b355db7258859140fd8160928365d.jpg" alt="" width="1280" height="720" class="alignnone size-full wp-image-54456" />

Jeevansaathi.com

Matchmaking platform Jeevansaathi.com gave singles a VIP experience with humorous messages like “If you're sitting here, it means you have no one to 'Fix You.’ A fun twist to those looking for love while rocking out to Coldplay.

<img src="https://images.storyboard18.com/storyboard18/2025/01/Jeevan-Saathi-Coldplay-2025-01-2557956d6b5357a14e891b909583671d.jpg" alt="" width="1280" height="720" class="alignnone size-full wp-image-54458" />

Bewakoof.com

Apparel brand Bewakoof.com couldn’t hide their disappointment after failing to snag concert tickets, jokingly taking to X (formerly Twitter) to express their woes, claiming, "JEE diya bhi nahi, fir bhi rank nahi aa raha hai."

<img src="https://images.storyboard18.com/storyboard18/2025/01/Bewakoof-Coldplay-2025-01-7ed325d3fb0d1118d24ea308208b2bd2.jpg" alt="" width="1280" height="720" class="alignnone size-full wp-image-54459" />

Oreo

When Coldplay performed "Yellow" in Mumbai, Oreo went all-in with their new Pikachu Pack, taking over digital billboards with a playful yellow-themed campaign to tie into the band’s iconic song.

<img src="https://images.storyboard18.com/storyboard18/2025/01/Oreo-Coldplay-2025-01-a7edd7572c51bc2f5195c3e5f13b51d7.jpg" alt="" width="1280" height="720" class="alignnone size-full wp-image-54460" />

Coldplay’s Mumbai chapter has proven to be more than just a concert—it was a canvas for brands to connect with fans in unexpected and engaging ways. With Ahmedabad's leg just around the corner, expect even more creative activations from brands looking to be part of this monumental event.

Read more: <a href="https://www.storyboard18.com/brand-makers/coldplays-chris-martin-thanks-india-for-forgiving-britishs-colonial-past-53925.htm">Coldplay's Chris Martin thanks India for forgiving British's colonial past</a>

Viva La Brand-volution: Coldplay's 2025 India tour sees a marketing mayhem

In a striking testament to India's digital entrepreneurship, Hindustan Unilever (HUL) has acquired a 90.5% stake in Minimalist, a skincare brand founded by brothers Mohit and Rahul Yadav in 2020.

<a href="https://www.storyboard18.com/brand-makers/hul-acquires-90-5-stake-in-premium-beauty-brand-minimalist-54269.htm">HUL acquires 90.5% stake in premium beauty brand Minimalist</a>

The Jaipur-born entrepreneurs' journey is marked by unexpected turns. Mohit Yadav, a chartered accountant who never initially aspired to entrepreneurship, was once set for a global career with Credit Suisse in Hong Kong in 2006. His desire to stay close to his brother Rahul, an IIT-Roorkee graduate, guided his professional decisions.

Their entrepreneurial path included early ventures like Scopial.com, an innovative t-shirt platform that evolved into Mango Street, which was later acquired by Hushbabies. Between 2013 and 2017, both brothers worked at CarDekho, with Mohit serving as vice-president and Rahul as Director of Products.

Their previous startup, Freewill, struggled with scalability but provided crucial learning experiences. In 2020, they launched Minimalist, leveraging Rahul's chemistry background to create scientifically formulated skincare products.

The startup's meteoric rise is evident in its financials: Minimalist doubled its profit to Rs 10.83 crore in fiscal year 2024 and expanded revenue to Rs 347 crore. It became the only skincare startup to register a profit that year.

<a href="https://www.storyboard18.com/brand-marketing/hindustan-unilevers-premiumisation-bets-acquiring-majority-stake-in-minimalist-54322.htm">Hindustan Unilever’s premiumisation bets, acquiring majority stake in Minimalist</a>

HUL's Rs 2,955 crore acquisition represents more than a transaction—it's a strategic entry into the digital-first beauty market. The deal will net the Yadav brothers approximately Rs 1,600 crore, with investors like PeakXV Partners also realizing significant returns.

As entrepreneur Chirag Taneja noted, HUL isn't just purchasing a product line, but acquiring a brand with a sharp understanding of modern consumer dynamics and a proven growth strategy. According to the GoKwik co-founder, "With this Rs 2,955 crore all-cash deal, HUL has made a smart move. They’re not just buying a product line; they’re buying into Minimalist’s sharp understanding of today’s customer, its loyal community, and its proven playbook for growth".

<a href="https://www.storyboard18.com/brand-makers/huls-minimalist-90-acquisition-a-big-big-win-for-entire-indian-d2c-ecosystem-aman-gupta-54351.htm">HUL’s Minimalist 90% acquisition a big big win for entire Indian D2C ecosystem: Aman Gupta</a>

From Jaipur to Jackpot: How two brothers turned skincare into a Rs 2,955 crore prize

India is undergoing a cultural shift, with social media now buzzing not over the latest blockbusters or superstar endorsements, but the electrifying rise of live music concerts. Once relegated to niche audiences, live events are now mainstream spectacles, drawing fervent crowds and shifting the entertainment landscape in unexpected ways.

The country's music scene is being reshaped by an influx of local and international talent. Homegrown stars like Diljit Dosanjh are gaining massive traction, while global icons across genres — rock, pop, EDM, and more — are seeing unprecedented demand. Over the past two years, music icons like Maroon 5, Green Day, Shawn Mendes, Coldplay, Dua Lipa and Ed Sheeran, have put India on their touring maps.

Coldplay’s recent four-show stint in India serves as a case study in the appeal of live music in India. Over 10 million tickets have already been sold, with industry experts estimating the production costs for a single show at Rs 5-7 crore. This surge in demand, particularly in the wake of the pandemic, has spurred a dramatic rise in ticket prices and corporate sponsorships. According to a report from EY, the Indian live music industry is projected to generate Rs 1,000 crore in revenue by 2025.

<a href="https://www.storyboard18.com/brand-makers/coldplays-chris-martin-thanks-india-for-forgiving-britishs-colonial-past-53925.htm">Coldplay’s Chris Martin thanks India for forgiving British’s colonial past</a>

Behind the glitz and glamour of these high-profile events lies a carefully orchestrated process. Deepak Choudhary, Founder of EVA Live, outlines five pillars crucial to the success of a concert: artist, target audience, venue, and revenue from sponsorships and ticket sales. "It’s a complex symphony," Choudhary notes, "but when done right, it strikes a chord with audiences."

Organizing these large-scale productions is no small feat. Mohit Bijlani, Founder of Team Innovation, breaks down the logistics: securing artist bookings through intricate negotiations, managing technical production for sound and lighting, coordinating venue infrastructure, and ensuring seamless crowd control. Additionally, logistics teams manage transportation, accommodation, and equipment, while security firms safeguard the public. On the business side, sponsorships, insurance, and government permits all contribute to the delicate balance between artistic expression and financial viability.

According to experts, hosting a global artist in Delhi can cost anywhere between Rs12-15 crore, covering all expenses from artist fees to production and logistics. For local artists, the cost typically ranges from Rs 4-5 crore. 

For brands, aligning with live music events offers a prime opportunity for engagement, especially in an era where consumer loyalty is harder than ever to achieve. Choudhary explains that while revenue remains a primary concern, the selection of an artist whose image resonates with a brand’s target audience is a key consideration in the marketing strategy.

Live concerts provide an opportunity for direct, tangible engagement with consumers for brands, says Yasin Hamidani, Director of Media Care Brand Solutions. 

According to Janvi Mankani - Founder at Mint + Milk, "Brands often achieve a 10-25 percent sales boost, with activations driving results. Sponsorships increase brand recall by up to 80 percent and deliver a 3-5x ROI through social media impressions and user generated content".

Traditional companies have long relied on sponsorships and advertising, aiming for broad reach. But today’s startups are taking a more dynamic approach, using concerts as platforms for innovation. These companies leverage data analytics, influencer marketing, and immersive experiences like augmented reality to connect with younger, tech-savvy audiences. Bijlani highlights how startups are using these events as "living laboratories," testing new products and gathering real-time feedback. According to experts, brands are ready to pay a premium of between 40 and 70 percent in sponsorships to be a part of concerts like Coldplay.


<a href="https://www.storyboard18.com/brand-makers/coldplay-concert-bombay-hc-urges-maharashtra-govt-to-address-ticket-sales-malpractice-53751.htm">Coldplay Concert: Bombay HC urges Govt to address ticket sales malpractice </a>

Arijit Singh’s 2024 concert series, for example, saw an average attendance of 25,000 per show, generating upwards of Rs6 crore per event. In contrast, Divine’s multi-city tour attracted audiences of 15,000-18,000, yielding a more modest Rs3-4 crore per show. As Bijlani points out, "The location of the event can significantly impact its cost. Tier-1 cities like Delhi or Mumbai come with higher infrastructure and regulatory expenses, while smaller cities present unique logistical challenges but may offer lower overheads."

Shillong, long known for its rich musical heritage, has emerged as an unlikely hotspot for major international acts. In 2024, both Bryan Adams and the pop band Blue performed in the city, drawing in an enthusiastic crowd from across the northeast. Local culture plays a role in the city’s musical prominence, with government backing and a vibrant youth demographic eager to embrace live performances. "During Bryan Adams’ concert, the entire city declared a holiday to celebrate," recalls Choudhary. "Shillong is becoming a key destination for international artists."

The live music sector, once the province of diehard music fans, has become a key player in India’s entertainment and brand-building ecosystem. As ticket sales soar and sponsorships grow more lucrative, it’s clear that India is tuning into a new era of concert culture.

From Diljit Dosanjh to Coldplay, concert fever rises: Is it a new era for concerts, brands, and artists?

Hindustan Unilever Limited (HUL) announced on Wednesday that it will acquire a 90.5% stake in Minimalist—a premium, science-backed skincare and haircare brand founded by Mohit Yadav and Rahul Yadav in 2020.

The deal involves both secondary buyouts and primary infusion, with an option for HUL to acquire the remaining stake within two years.

Read more: <a href="https://www.storyboard18.com/brand-makers/hul-acquires-90-5-stake-in-premium-beauty-brand-minimalist-54269.htm">HUL acquires 90.5% stake in premium beauty brand Minimalist</a>

HUL Managing Director and CEO Rohit Jawa highlighted Minimalist's strong brand proposition rooted in "#HideNothing," lauding the founders for creating an exceptional portfolio driven by product efficacy, transparency, and consumer trust. "Minimalist, a premium skin care and hair care brand, envisioned and crafted by the passionate co-founders Rahul Yadav and Mohit Yadav will soon become a part of our portfolio of iconic brands," he wrote in a social media post.

Jawa further added that by harnessing HUL's research and development capabilities, supply chain expertise, and wide distribution network, Minimalist is expected to further strengthen its presence in India's burgeoning premium beauty market.

Minimalist has grown rapidly since its inception, becoming the country's fastest-growing direct-to-consumer (D2C) skincare brand.

The startup, backed by Peak XV Partners (formerly Sequoia Capital India), raised USD 15 million in a Series A funding round, with participation from Unilever Ventures. 

Founders Mohit and Rahul Yadav collectively hold 62% of the company’s shares, while Peak XV Partners holds 27.9%. Minimalist’s robust online presence spans e-commerce platforms such as Nykaa, Flipkart, Amazon, and Myntra—an edge that HUL aims to leverage as it integrates the brand into its portfolio of iconic consumer offerings.

Read more: <a href="https://www.storyboard18.com/brand-marketing/hindustan-unilevers-premiumisation-bets-acquiring-majority-stake-in-minimalist-54322.htm">Hindustan Unilever's premiumisation bets, acquiring majority stake in Minimalist</a>

Great brands are built on timeless insights: HUL's Rohit Jawa

India's job market is on track for a vigorous start to 2025, with newly released data from foundit (formerly Monster APAC & ME), pointing to an upswing in recruitment across multiple sector.

According to the foundit insights tracker (fit), the country's hiring activity climbed 12% over the last six months and recorded a notable 31% year-on-year (YoY) increase in December.

The data highlights growth in 22 out of 27 monitored sectors, led by consumer electronics, manufacturing, and construction & engineering, each surpassing 50% YoY gains.

“The growth in hiring activity across sectors underscores the resilience, adaptability, and dynamism of India’s job market,” said V Suresh, CEO of foundit. 

“What’s particularly exciting is the explosive growth in AI at 42% in just two years, showcasing the transformation of an important skill set into a core driver of the economy. With a projected 14% further growth in AI hiring in 2025, we are witnessing a paradigm shift where AI is no longer a futuristic concept, but a fundamental element of India’s present and future workforce.”

Steady momentum and improving hiring sentiments

In December 2024, the hiring index rose by 5% compared to the previous month, reaching 334. This momentum has been consistent, with an 8% increase in recruitment over the past three months, indicating sustained confidence in India’s economic outlook. The report also points to long-term employment strategies, suggesting that Indian businesses remain focused on bolstering workforce capabilities. 

Healthcare and HR sectors on the rise

Medical roles saw a 44% annual growth, propelled by telemedicine, diagnostics, and specialised nursing positions. Health tech roles such as Healthcare Analysts also grew by 12%. Meanwhile, HR & Admin jobs rose 21% in the last three months, as businesses sought specialists capable of harnessing AI-driven tools and data insights to refine workforce management.

Tier-2 and tier-3 cities emerged as hiring hotspots for healthcare, accounting for 30% of new roles. The uptick in demand for biotechnology, medical coding, telemedicine platforms, and AI-based healthcare solutions signals a rapidly transforming sector looking to meet evolving patient needs, the report added. 

Sector-specific highlights

Telecommunication: Achieved a 25% upswing over the past three months, and 38% YoY recruitment growth.

BFSI: Notched 30% growth in the last six months, with 37% more hires than the previous year. AI-related roles grew modestly by 2% annually.

Travel and tourism: Saw a 14% decline in hiring activity over the past six months, indicating a sector in flux.

Advertising & public relations: Posted a 14% rise in job postings, spurred by demand for AI-driven campaign strategies, digital storytelling, and analytics.

Automation: Recorded a 10% growth last month and 11% over the last quarter. Roles such as quality engineers, automation engineers, and robotics specialists saw double-digit growth, prompting widespread upskilling initiatives.

AI/ML specialists and data analysts in demand

AI/ML specialist roles topped the chart with a 21% increase in demand, trailed by Data Analysts at 14%. Digital Marketing Specialists and Software Developers also rose by 12% and 10%, respectively. Product and Project Managers each posted a 5% increase. Key skills currently in demand include Data Analysis (18%), Digital Marketing (12%), Java (10%), and DevOps (5%).

Hiring by experience level

Entry-level roles (0-3 years) observed an 18% spike, while associate-level roles (4-6 years) grew by 15%. Mid-senior positions (7-10 years) recorded the highest growth at 20%. Senior roles (11-15 years) experienced a 5% uptick, whereas executive positions (16+ years) dipped by 6%.

Leading cities

Recruitment surged across all 13 tracked cities in December. Coimbatore led with a 58% YoY jump, followed by Bengaluru at 41% and Chennai at 37%. Mumbai posted an 11% month-on-month increase, and Delhi-NCR and Hyderabad reported 33% and 36% YoY growth, respectively. Pune registered a 35% YoY rise, reinforcing its position as a growing hub for emerging tech roles.

AI hiring trends

The number of AI-related jobs in India reached 253,000 in 2024, reflecting a 42% increase over two years. Proficiency in Python (53%), AI/ML (32%), SQL (21%), and Software Development (21%) remains essential, with TensorFlow and PyTorch skills also drawing strong interest from recruiters.

- Bengaluru leads AI hiring with 26% of such positions.
- Pune and Delhi-NCR follow at 17% and 14%, respectively.
- A further 14% rise in AI jobs is projected for 2025, driven by growing adoption in BFSI, healthcare, retail, and manufacturing.

These latest findings underscore India’s adaptability and focus on innovation, painting a picture of a job market ready to embrace new technologies and opportunities in the year ahead.

India’s hiring market poised for strong 2025 start as recruitment activity surges by 12%: Report

Despite the rapid rise of digital advertising, print media continues to hold a significant place in the hearts of jewellery brands. In 2024, 80% of the total ad spend was allocated to print, as per a report by Excellent Publicity, an ad tech agency. The analysis done by the team on close to 1,50,000+ delivered media campaigns and the requisite data has been provided by TAM Media Research.

In 2024, several key players emerged as leading television advertisers in the jewellery sector:

Kalyan Jewellers: As the top television advertiser, Kalyan Jewellers commanded a significant 23% share of the total ad spend. Their visually stunning commercials, often featuring popular celebrities like Kriti Sanon and Jahnvi Kapoor, resonated with viewers and effectively showcased their exquisite jewellery collections.

Titan Company: A close second, Titan Company leveraged television to promote its diverse range of jewellery brands. Their strategic use of prime-time slots ensured maximum visibility and brand recall.

To maximize the impact of their TV campaigns, jewellery brands often invest in prime-time slots when viewership is at its peak. In 2024, 41% of the total TV ad spend was allocated to prime-time slots, highlighting the importance of capturing viewers' attention during these high-engagement periods.

Celebrity endorsements have also played a crucial role in elevating the status of jewellery brands. In 2024, 22% of all TV commercials featured celebrity endorsements, with stars like Kriti Sanon, Jahnvi Kapoor, Alia Bhatt, and Katrina Kaif endorsing popular brands. Celebrities can lend credibility, glamour, and a touch of aspirational appeal to jewellery brands.

Regional Print Ad Spending and Top Publications

The distribution of print ad spending across different regions reflects the varying market dynamics and consumer preferences. The South Zone emerged as the leading region, accounting for 36% of the total print ad spend. This can be attributed to the strong presence of jewellery brands and a thriving retail market in this region.

Radio Advertising & Jewellers

While often overshadowed by visual mediums like television and digital, radio has emerged as a surprisingly effective platform for jewellery advertising. In 2024, radio ad spending witnessed a remarkable 70% growth, highlighting its potential to reach a captive audience.

Leading Radio Advertisers and Regional Trends

Several key players have recognized the power of radio and have invested heavily in advertising their jewellery brands:

Rama Krishna Jewellers: As the top radio advertiser in 2024, Rama Krishna Jewellers captured 9% of the total ad spend. Their strategic use of radio enabled them to connect with a diverse audience, particularly in regional markets.
Malabar Group of Companies: A significant player in the radio advertising space, Malabar Group of Companies secured 8% of the total ad spend. Their targeted approach, focusing on specific radio stations and time slots, helped them reach their desired audience.

Regional trends in radio ad spending varied significantly. The South Zone emerged as the leading region, accounting for 38% of the total radio ad spend. This can be attributed to the strong presence of jewellery brands and a vibrant radio-listening audience in this region.

Popular Radio Stations for Jewellery Ads

To maximize their reach and impact, jewellery brands often choose to advertise on popular radio stations. Some of the top radio stations that frequently feature jewellery ads include:

Radio Mirchi
Red FM
Zabardast Hits
Big FM
My FM

Digital Advertising & Jewellers

Tons of digital advertising options have revolutionized the way jewellery brands connect with consumers. In 2024, digital advertising witnessed significant growth, with a particular focus on video content.

Leading Digital Advertisers and Exclusive Players

Several key players have emerged as leading digital advertisers in the jewellery sector:

Malabar Group of Companies: As the top digital advertiser, Malabar Group of Companies captured a significant 20% share of the total digital ad spend. Their strategic use of digital platforms, including social media and video advertising, helped them reach a wider audience.
Titan Company: A major player in the digital space, Titan Company invested heavily in digital advertising, leveraging various platforms to showcase its diverse range of jewellery.

In addition to established brands, several exclusive digital advertisers have gained prominence in recent years. These brands, often direct-to-consumer, have successfully leveraged digital channels to reach a niche audience and build a strong online presence.

YouTube is now a digital powerhouse.

YouTube has emerged as the dominant platform for jewellery advertising, accounting for 45% of the total digital ad spend. Video ads offer a compelling way to showcase the beauty and craftsmanship of jewellery, engaging viewers emotionally and visually.

Notably, Video content has become increasingly popular among jewellery brands, with 55% of digital ad traffic being driven by video ads. This shift towards video reflects the changing preferences of consumers, who are increasingly turning to online platforms for inspiration and information.

Key Trends and Insights in Jewellery Advertising in 2024

Jewellery advertising has undergone significant transformation in recent years. Here are some key trends observed over the past three years:

Television: While TV ad spending witnessed a 29% increase from 2022 to 2023, it stabilized in 2024. However, TV remains a powerful medium for reaching a mass audience, especially during festive seasons.
Print: Despite the digital surge, print advertising continued to grow by 7% from 2022 to 2024. It remains a valuable tool for regional targeting and showcasing detailed product information.

Radio: Radio experienced a remarkable 70% growth in ad spend, highlighting its potential as a cost-effective and impactful medium for reaching a targeted audience.

Digital: Digital advertising continued its upward trajectory, with a 33% increase from 2022 to 2023. Video content emerged as a dominant force, capturing a significant share of digital ad spend.

Quarterly Ad Spend Trends

A closer look at quarterly ad spend trends reveals interesting insights:

Television: TV ad spending increased by 49% in Q4 2023 compared to the same period in 2022, reflecting the importance of festive seasons in driving consumer demand.

Print: Print ad spending grew by 14% in Q4 2023, demonstrating its continued relevance for regional targeting and brand building.

Radio: Radio ad spending surged by 42% in Q4 2023, highlighting its effectiveness in reaching a local audience during festive occasions.

Digital: In contrast, digital ad spending decreased by 24% in Q4 2023, possibly due to a strategic shift towards traditional media during peak seasons.


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Jewellery ad spend 2024: Print at 73%, Kalyan Jewellers takes 23%

The Good Glamm Group has initiated its second round of layoffs, reportedly letting go of 150 employees across teams, including freshers and team leads, according to multiple industry sources. This development follows the company’s acquisition of Sirona, which it is now in the process of selling. Notably, this is not the first time Good Glamm has faced such turbulence; last year, the company undertook a similar layoff spree, raising questions about its long-term strategy. Entire teams, such as the new product development team, have now been eliminated, as per industry sources and reports. 

The company declined to comment on the layoffs but clarified, "85% of employees had received their salary on time this month. There was a delay of 2 to 3 weeks for 15% of employees, which also have been fully paid off. Good Glamm Group has received Term Sheets for a fresh equity fundraise as well Term Sheets for the purchase of some of its brands. The Group is currently in negotiations and expects to conclude a transaction within the next 3 weeks."

"Good Glamm Group has received Term Sheets for a fresh equity fundraise as well Term Sheets for the purchase of some of its brands. The Group is currently in negotiations and expects to conclude a transaction within the next 3 weeks," the company added.

In October 2024, Moneycontrol reported that the Warburg Pincus-backed The Good Glamm Group had put at least three of its companies up for sale. "Brands like Organic Harvest, The Moms Co and Sirona – all owned by The Good Glamm Group (GGG) – are up for sale at a time when the content-to-commerce company is starved for cash and is attempting to raise capital to keep operations afloat," the report had stated. 

On 2nd January, 2025, there was a town hall, where employees were informed about potential delays in salary payments due to holidays and implied restructuring. Subsequently, a layoff round followed just a few days later, as per sources. 

According to insiders, Good Glamm has been acquiring companies without a clear strategy, leading to the perception that the company now seeks to avoid being “big and broke.”

Netizens have also criticized Good Glamm’s past acquisition spree. For instance, one internet user remarked, "The Good Glamm Group had no strategy. They were lazy. Their only plan was to just acquire every women-oriented product and distribution company. To illustrate this further, they even acquired a Facebook group with 50k+ members, as well as Twinkle Khanna's Tweak."

Ankit Uttam commented, "Not so long ago, Good Glamm was shopping for companies like it was Black Friday. Now, however, they can't even pay salaries on time. This is truly a Unicorn's Fall from Grace."

Meanwhile, last year saw key leadership movements within the company. Anika Malik Wadhera, who led Sirona Hygiene as Head of Marketing, joined Good Glamm Group as Group Director - Marketing. Similarly, Naiyya Saggi, Group Co-founder, was appointed as Independent Director by Tanla Platforms has also left reportedly last year and as per the company it was a "mutual decision", sources say. Sukhleen Aneja, who led The Good Glamm Group's Good Brand Co as the chief executive officer, stepped down from her position in July. 

Reports from The Ken last year highlighted ongoing issues with Good Glamm’s acquisition spree. "Good Glamm can’t keep up with its acquisition spree," it stated.

Currently, the company owes approximately Rs 150 crore (US$18 million) to the founders and investors of three consumer brands whose exit is due this year, according to a company executive. This is because put options have been triggered on deals involving The Moms Co. and Sirona Hygiene. For Organic Harvest, Good Glamm had initially planned to acquire its stake in three tranches, but now, the company has committed to completing the buyout in a single transaction by December. A 10% stake in The Moms Co. remains outstanding, while for Sirona Hygiene and Organic Harvest, the pending stake varies between 10% and 50%.

Darpan Sanghvi, Good Glamm’s Co-founder and Chief Executive, insists the company has been honoring its commitments. “We have been making payments for the last two years, and we will continue to do so in the next two years as per our contractual obligations,” he told The Ken.

Nevertheless, the inability of Good Glamm’s core brands—such as The Moms Co., St. Botanica, Organic Harvest, and its own brand MyGlamm—to achieve significant growth has exacerbated its challenges. According to current and former employees, these brands have experienced flat growth, with any increases stemming primarily from acquisitions rather than organic expansion.


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