MAM
Pastonji ropes in A B See to oversee its branding initiatives
MUMBAI: Faced with a shrinking market share and a slack in demand, ice-cream brand Pastonji, which has a strong presence in Western India, has turned to advertising to raise awareness and create demand for its products.
Pastonji has signed Amit Baid‘s A B See Peninsular to formulate its promotional strategy. In the initial stage, the company will focus on press, outdoor and experiential media in its key markets of Gujarat and Maharashtra.
The initiative will take-off around March, when the season begins.
A B See Peninsular founder and creative head Amit Baid added, “The brand carries a quality that‘s truly world-class. Few people realise that ice-creams can actually be nutritious. Our advertising model will emphasise Pastonji as the ice cream you can both trust and enjoy.”
Though the awareness for the brand has been high especially across the middle-class income groups, demand has been slack in the past couple of years.
Pastonji Brands chairman and MD Suleman Hafizi said, “Local brands have hit the market (even the MNC players) with low price, poor quality products. We need to educate consumers about the hygiene, health and quality of Pastonji. A B See understood our vision and constraints well.”
Brands
Ekart expands IKEA partnership with EV deliveries in Chennai
3PL to handle 600 plus products with 48 hour delivery via EV fleet.
MUMBAI: Flatpacks are going electric and your sofa might now arrive with a smaller carbon footprint. Ekart has expanded its partnership with IKEA to power last-mile deliveries in Chennai, doubling down on speed, scale and sustainability in one of India’s key urban markets. Under the collaboration, Ekart will manage end-to-end large-format deliveries for IKEA across the city using a 100 per cent dedicated electric vehicle fleet. The move makes Chennai the second major market after NCR-Delhi where Ekart handles IKEA’s last-mile logistics, signalling a broader rollout of EV-led supply chains.
The mandate is no small load. Ekart will oversee deliveries for over 600 products from IKEA’s catalogue, ranging from furniture to home décor—categories that demand specialised handling and precision logistics.
Backed by its technology-driven fulfilment network, Ekart is targeting deliveries within a 48-hour window, offering real-time tracking and end-to-end visibility from warehouse to doorstep. The focus is clear: faster turnarounds without compromising on control or customer experience.
The EV-first model also aligns with both companies’ sustainability goals, as urban logistics increasingly shifts towards zero-emission solutions. For IKEA, which continues to expand its omnichannel presence in India, reliable and eco-conscious last-mile delivery is becoming central to scale.
For Ekart, the partnership reinforces its positioning as an enterprise-grade logistics player in large-format commerce. The company already supports over 1,800 retail, D2C and enterprise brands, spanning last-mile delivery, part-truckload services and warehousing.
As India’s logistics ecosystem evolves, this collaboration highlights a growing trend: delivery is no longer just about distance, it’s about efficiency, experience and increasingly, emissions.
