MAM
ICC engages CII for commercial rights protection programme
MUMBAI: Following a partnership during the International Cricket Council (ICC) Cricket World Cup 2011 and the ICC World Twenty20 Sri Lanka 2012, the ICC has once again engaged Copyright Integrity International (CII) to work closely with its in-house legal team on the management of a comprehensive rights protection programme for the ICC Champions Trophy 2013, which gets underway on 6 June in England and Wales.
Based in Bengaluru, CII is a privately-held specialist in online and offline anti-piracy protection services for sports clients. It will provide the ICC with a suite of commercial rights protection and anti-piracy services and solutions such as online content and broadcast protection, comprehensive trademark and brand protection and media terms enforcement, in a programme designed to protect the ICC‘s intellectual property rights from the threats of piracy, ambush marketing and unlicensed use.
ICC head of legal Iain Higgins said, “Our commercial partners and sponsors make our events possible and generate significant funding for the global game. The aim of the ICC‘s commercial rights protection programme is to maintain the exclusivity of their association with our events. It is vital that those rights are protected so that our partners‘ investments can be channelled into the development of cricket throughout our 106 Members.”
CII CEO Nanda Chalam said, “It‘s a privilege to be engaged by a client such as the ICC to manage the commercial rights protection programme for the ICC Champions Trophy 2013. Our role will include not only the monitoring and enforcement of infringements but also an education programme for the public that will ensure enjoyment of the event with due respect to the ICC‘s commercial partners and sponsors.”
The ICC‘s legal team has been working hard over the past few months to develop strategies to monitor and combat unlawful association with the ICC Champions Trophy 2013.
As part of that programme, it has recently released brand and content protection guidelines for the tournament. Through a series of FAQs and illustrations, this document provides companies and members of the public with a useful guide to how they might associate with the event without infringing the rights that have been granted to the ICC‘s official partners.
Brands
Ace Blend launches 10:1 Shroom Droppers targeting energy, focus and calm
New ultrasonic extracts aim to boost potency and absorption in mushroom supplements
MUMBAI: Ace Blend has entered the fast-growing functional wellness space with the launch of its new Shroom Concentrates range, betting on potency and delivery format as key differentiators in an increasingly crowded market.
The Mumbai-based brand has introduced a trio of liquid “droppers” designed to support focus, energy and relaxation. Unlike conventional mushroom supplements, which often rely on powders or capsules, the company is positioning its water-based concentrates as faster-absorbing and more effective.
At the core of the launch is a 10:1 concentration ratio, which the company says delivers higher bioactive potency compared to standard formulations. The products are developed using a patented ultrasonic water extraction method that uses sound waves instead of heat or chemicals to preserve delicate compounds within the mushrooms.
The range includes Lion’s Mane for cognitive support, Cordyceps for sustained energy, and Reishi for relaxation and recovery. The formulations are also glycerin-free, a move aimed at avoiding dilution and maintaining purity.
“We introduced India to functional mushrooms with our Shroom Coffees. With Shroom Concentrates, we’re cementing our expertise in the space,” said Ace Blend founder Shivam Hingorani. “We focused on solving that gap by improving how these compounds are extracted, delivered, and absorbed.”
The launch comes as functional mushrooms gain traction globally, with consumers increasingly seeking natural solutions for productivity, stress management and overall wellbeing. In India, the category is still emerging, but growing awareness and demand for performance-oriented health products are creating new opportunities.
By combining high-potency extracts with a convenient dropper format, Ace Blend is aiming to make functional mushrooms more accessible to everyday users rather than niche wellness enthusiasts.
As competition intensifies in the plant-based supplement market, brands that can deliver both efficacy and ease of use may find themselves a step ahead. For Ace Blend, this latest launch signals an attempt to turn curiosity into consistent consumption.
