MAM
Mudra Max creates Slice Mango lounges
MUMBAI: Mudra Max has launched an on-the-ground promotional activation for Slice, PepsiCo’s mango drink. Slice Mango lounges aims to reach out over 1.5 million consumers by the end of the campaign in June 2011.
The agency has stationed Mobile–Slice Mango lounges at multiple locations in various cities across India. According to Mudra, the key task is to make the target audience taste mango packaged in the form of Slice.
The Slice Mango lounges have been created out of four buses, where the visitors are served Slice based mocktails.
Mudra Max Celsius SVP Sanjay Kacker said, “Bringing the product to life’ was the objective and we were successful in doing so, thus allowing the end consumers to actually sense & feel the brand closely. This innovative use of consumer sampling will not only give the consumer a taste but will also help drive consumption via repeat purchase.”
PepsiCo India director juices and juice drink Homi Battiwala adds, “Experiential sampling in small towns is a big priority for brand Slice this year, and the Slice Mango Lounge activation conceptualised by Mudra Max does a great job of driving this priority. The lounge has been on road for over six weeks now and we are delighted with the consumer traction and response. Look forward to Mudra continuing with their expertise in innovative activations with efficient operations and consumer insights. Keep it up team Mudra.”
Brands
Dabur buys minority stake in Ras Beauty for Rs 60 crore
Dabur Ventures deal backs fast-growing luxury skincare brand
MUMBAI: Dabur India Limited has dipped into the world of luxury skincare, signing a definitive agreement to acquire a minority stake in Ras Beauty Private Limited for Rs 60 crore. The investment marks the first bet from Dabur Ventures, the FMCG major’s Rs 500 crore platform set up in October 2025 to back high-potential, new-age direct-to-consumer brands.
Founded in Raipur by Shubhika Jain, her sister Suramya Jain and their mother Sangeeta Jain, Ras Beauty has grown from a family-led passion project into a fast-scaling “Farm-to-Face” skincare label. Its range of face elixirs, serums and moisturisers blends essential oils with nature-derived actives, striking a balance between botanical purity and laboratory precision.
The numbers tell their own story. Ras has clocked a three-year Cagr of around 75 per cent and an annual run rate of approximately Rs 100 crore, all while maintaining strong gross margins. That growth has been fuelled by a digital-first approach, in-house R&D and manufacturing, and a sharp focus on clean, sustainable sourcing.
Dabur India executive director and group head corporate strategy Abhinav Dhall, said the company was drawn to Ras’s distinct positioning at the intersection of nature, science and luxury. He added that the premium beauty segment is poised for robust expansion over the coming decade, and that Ras is well placed to capture that opportunity.
For Ras, the partnership is as much about scale as it is about shared philosophy. Co-founder and CEO Shubhika Jain said Dabur’s 141-year legacy of building trusted, purpose-led brands makes it a natural ally. The capital infusion, she noted, will help accelerate the brand’s omnichannel footprint, deepen research capabilities and invest in team and brand building, with an eye on establishing Ras as a leading Indian luxury skincare name both domestically and overseas.
With this move, Dabur is not just investing in a skincare label. It is placing an early wager on India’s growing appetite for premium, conscious beauty, and signalling that heritage FMCG players are ready to play in the new-age D2C arena.
