MAM
Taproot on board as Karbonn Mobiles creative partner
MUMBAI: Mobile brand Karbonn Mobiles has chosen Taproot as its creative partner. The agency will be in charge of the brand‘s 360 degree creative and marketing communication including TV, print, digital and retail merchandising.
Taproot will also be responsible for building up a strong brand imagery in Indian and global market. The communication focus will be on the smart product portfolio, and to create a strong imagery of brand Karbonn along with building up a distinctive niche for the smartphone and tablets segmentation in the highly engaged Indian mobile market.
Karbonn Mobiles executive director Shashin Devsare, said, “After successfully creating a wider brand awareness and deeper penetration in domestic and international markets our next step is now to focus on solidifying the strong brand imagery of Karbonn Mobiles across markets. For the same, Taproot successfully came across as the best choice considering the innovative approach and understanding of the brief. Taproot has a track record for building iconic brand communication strategies for the best of the domestic and global brands. We are confident that our association with Taproot will help us engage better with our consumers, creating strong brand imagery. “
Taproot India co-founder and chief creative officer Santosh Padhi said, “The average age of Taproot India is about 24 years old that perfectly fits the need of one of the solid, aggressive and youthful Indian brand called brand Karbonn Mobiles. All the three parties here Karbonn, Taproot and our TG are very young by nature and I feel that‘s what will work in this relationship, it‘s quite obvious when bunch of youth come together, right?”
Taproot India managing partner Manan Mehta said, “There was no formal pitch involved in the whole process. We presented our credentials and shared our view on the brand‘s way forward and decided to join hands.” He further added that”Karbonn Mobiles has demonstrated sturdy performance during the FY11-12 amidst intense competition. This is a proof of them being a true blue blooded Indian brand and has been our inspiration to partner them. Our partnership presents an opportunity to take Karbonn Mobiles to the world and at Taproot India, we hope to build this brand that will find a place in the consumer‘s heart and also, their hands.”
Karbonn Mobiles has also recently introduced its brand extension christened ‘Karbonn Smart‘ under whose umbrella the new range of technologically advanced products from the stable will be marketed.
Over the past three years Karbonn Mobiles has also undertaken various initiates to create the brand awareness and to gain brand loyalty with by tying up with sporting events like Indian Premier League, SAFF, Champion League T20 and by sponsoring entertainment properties like Star Screen Awards, Sach ka Saamna.
Brands
Kwality Wall’s reports standalone losses following strategic HUL demerger
Ice cream major faces Rs 64 crore Ebitda loss amid commodity inflation and muted Q3 sales
MUMBAI: Kwality Wall’s (India) Limited (KWIL) has released its first set of financial results as a standalone entity, revealing a challenging start to its independent journey. Following its successful demerger from Hindustan Unilever Limited (HUL) on 1st December 2025 and its subsequent listing on 16th February 2026, the company is navigating a transition period marked by structural changes and high input costs.
For the quarter ended 31st December 2025, the company reported revenue of Rs 222 crores. Despite the revenue base, the bottom line was impacted by several factors, resulting in an Ebitda loss of Rs 64.2 crores. When calculated on a Pre-IND AS 116 basis, the Ebitda loss stood at Rs 83.8 crores.
Organic Sales Growth (OSG) declined by 6.5 per cent year-on-year during the quarter. Volume growth, however, saw a marginal increase of 1.2 per cent. The company reported a gross margin of 41.5 per cent. Additionally, exceptional expenses amounting to Rs 94 crores were recorded, primarily linked to non-recurring costs during the transition phase.
Performance across portfolios and channels was mixed. Within the impulse portfolio, brands such as Magnum and Cornetto recorded mid-single digit volume growth, indicating steady demand in on-the-go consumption. However, the in-home portfolio, which includes take-home packs, experienced muted consumption. The company is planning a relaunch of this category with improved offerings ahead of the 2026 season.
Quick commerce (Q-Com) continued to emerge as a strong growth driver, delivering robust double-digit growth during the quarter. Meanwhile, the company also expanded its physical distribution network by increasing the number of company-owned cabinets across markets.
Margin pressure during the quarter was driven by a combination of one-off factors and broader cost inflation. Gross margins were impacted by around 600 basis points due to trade investments made for stock liquidation. Additionally, cocoa price inflation contributed to another 400 basis points of pressure on margins.
Deputy managing director Chitrank Goel attributed the muted performance partly to prolonged monsoons and transitional challenges linked to the GST framework. Operating expenses also increased as the company invested in establishing its standalone supply chain, operational systems and corporate infrastructure following the demerger.
Looking ahead, the management remains focused on a volume-driven growth strategy. To restore profitability, the company has initiated a cost productivity programme aimed at reducing non-consumer-facing costs. It is also working on building regional manufacturing networks to optimise logistics expenses and improve operational efficiency.
The commodity outlook for the near term remains mixed. Dairy prices are expected to remain firm due to tight supply conditions and rising fodder costs. Sugar prices may also move higher following increases in the Minimum Selling Price (MSP). While cocoa prices have moderated recently, currency depreciation has offset some of the potential cost relief for the company.
