MAM
Ormax Media predicts bumper opening for Gulaal, modest for Pratha
MUMBAI: The media research and consulting firm, Ormax Media, has predicted a bumper opening for Star Plus’ Gulaal and a modest opening for Colors’ Pratha.
As per Ormax’s awareness tracking product Showbuzz, Star Plus’ new fiction show Gulaal, which is launching today at 9 pm, is likely to average about 4.8-5.2 TVR in its first week.
The company has noted two primary reasons for such high viewership numbers. Firstly, Gulaal is replacing Bidaai, and hence has a slot with ready audiences waiting for it. Secondly, the awareness scores for Gulaal have been quite healthy, touching 21 per cent ‘Unaided Awareness‘ and 84 per cent ‘Total Awareness‘ on the Friday before launch.
Meanwhile, on Colors, Rishton Se Badi Pratha is likely to open at an average first week TVR of about 1.9. Ormax said that the programme’s awareness scores were exceptionally good, at 36 per cent ‘Unaided‘ and 91 per cent ‘Total Awareness‘ on Friday. However, weak viewer base for Colors in the 7.30 pm slot would come in the way of a higher opening.
The show is replacing Thoda Hai Bas Thode Ki Zaroorat Hai, a 1-TVR show. Pratha seems set to double the slot performance because of its successful campaign.
Showbuzz tracks awareness of new programmes across six markets. Data over the last 20 months has been used to create a predictive model for fiction shows. The model predicts the opening week reach of the launches, which can then be used to arrive at indicative TVR, assuming a certain level of content.
The model takes into account the marketing buzz created by the show, the performance of the slot, competitive scenario and overall channel performance. Ormax claims that the error margins have been less than 15 per cent in most predictions done using the model so far.
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.
