MAM
Paras reinforces a legacy of purity and trust with a new campaign, Asli Bharosa Asli Ghee
Mumbai: Paras has been synonymous with purity and trust in the dairy and culinary industries for over six decades. Since its establishment in 1960, it has garnered unwavering customer confidence by providing farm-fresh dairy products that have become household staples. The “Asli Bharosa Asli Ghee” campaign signifies a dedication to honesty and purity in the nation where values are the top priority. In addition to enhancing the flavours of the dishes, Paras Ghee also serves as a versatile addition to our well-being journey, enriching skin, hair, and overall health with essential nutrients. It aids in growth for the young and vitality for the elderly, turning every meal into a nutritional powerhouse. “Asli Bharosa Asli Ghee” is more than just marketing; it’s a heartfelt promise of good health for all ages.
Chef Harpal Singh Sokhi, a renowned figure in fine dining, known for his award-winning restaurant “KARIGARI – Handcrafted Bistro” and unwavering commitment to culinary innovation, joined hands with Paras Ghee due to their shared values of authenticity and purity. He encapsulates his experience of connecting with Paras by adding, “This is not just a ghee but asli ghee that I have been using and trusting for ages as it brings the best flavour to my dishes. I am delighted to be associated with a brand that has been every mom’s favourite trusted for ages.”
Paras Dairy CMO VPS Malik shared, “We hold high esteem that our brand is chosen by a veteran Chef Harpal Singh Sokhi who is known for bringing health and happiness to our lives for ages. It is a testament to the enduring quality and trust Paras represents in the world of dairy. We are extremely excited about the remarkable journey ahead and promise to keep elevating the culinary experiences of our patrons with Chef Harpal Singh Sokhi’s exceptional culinary expertise.”
In conclusion, Paras Ghee’s enduring legacy of purity and trust aligns seamlessly with Chef Harpal Singh Sokhi’s culinary expertise, forging a potent alliance. The “Asli Bharosa Asli Ghee” campaign embodies shared values, heralding a future of culinary excellence and purity. It’s not an alliance but a dedicated commitment to delivering superior taste, nourishment, and wholesomeness for every age group.
MAM
L’Atelier 1664 returns to Lakmé Fashion Week with Abraham & Thakore
Design platform showcases ‘The Sari’torial’ blending tailoring and drapes.
MUMBAI: When couture meets craft, even a sari can learn a few new tricks. L’Atelier 1664 is returning to Lakmé Fashion Week 2026 in Mumbai, continuing its design led partnership with one of India’s most influential fashion platforms. The cultural platform will once again spotlight the intersection of fashion, craftsmanship and contemporary lifestyle, this time through a special runway collaboration with design house Abraham & Thakore.
Titled “The Sari’torial,” the curated showcase reimagines the sari through a conversation between structured tailoring and fluid draping. Drawing inspiration from the relaxed elegance of French style and the rich heritage of Indian textiles, the collection explores everyday silhouettes refined with signature fabrics, subtle detailing and a restrained colour palette highlighted by L’Atelier 1664’s distinctive house blue.
The collaboration marks a continuation of L’Atelier 1664’s presence at Lakmé Fashion Week after its debut association last year, reinforcing the platform’s growing engagement with India’s creative and fashion ecosystem.
Beyond the runway, the brand will also host its signature lounge at the fashion week venue, creating an immersive experiential space designed to bring together design, culture and contemporary lifestyle in one setting.
Carlsberg India vice president for marketing Partha Sarathi Jha said the association reflects the brand’s interest in supporting creative expression. “Lakmé Fashion Week is one of the most important platforms for fashion and creative expression in India. Through L’Atelier 1664, we aim to celebrate this intersection of culture, design and contemporary lifestyle. We are excited to continue our association with Lakmé Fashion Week and collaborate with Abraham & Thakore to bring this vision to life on the runway,” he said.
Designers David Abraham and Rakesh Thakore added that the collection explores a cross cultural design dialogue. “With Sari’torial, we wanted to explore a conversation between French ease and Indian craftsmanship. Our collaboration with L’Atelier 1664 blends a relaxed French sensibility with the richness of Indian textiles, reinterpreting traditional crafts through a modern lens,” they said.
L’Atelier 1664 is part of the portfolio of Carlsberg Group, the Denmark headquartered beverages company whose Indian arm has operated in the country since 2007. Today, Carlsberg India runs 14 breweries across the country, including eight company owned facilities and six contract manufacturers, supporting a portfolio that includes brands such as Carlsberg Smooth, Carlsberg Elephant, Tuborg Green, Tuborg Strong, Tuborg Ice Draft, Tuborg Classic and 1664 Blanc.
Through its continued presence at Lakmé Fashion Week, L’Atelier 1664 is positioning itself not just as a sponsor but as a cultural platform connecting fashion, design and lifestyle conversations in India’s evolving creative landscape.
