Brands
Truefitt & Hill Marks 218th anniversary with DVC launch
Mumbai: Truefitt & Hill, the world’s oldest barbershop, is thrilled to commemorate its remarkable 218-year legacy with an exhilarating video campaign. This milestone coincides with the spirited Cricket World Cup taking place in India, making it an even more special occasion. As a brand synonymous with both the gentlemanly spirit of the World Cup and the diverse cultural tapestry of India, Truefitt & Hill extends a warm invitation to its cherished patrons to join in the festivities, with exclusive offers that you won’t want to miss.
Truefitt & Hill celebrated its 218th anniversary in a grand fashion. The anniversary video campaign was a spectacular collaboration, featuring 218 influencers and content creators from across India.
The 218 influencers who partnered with Truefitt & Hill enthusiastically joined the initiative, emphasising the significance of the video campaign as it commemorated the brand’s remarkable 218-year journey with an interesting trivia. They highlighted their commitment to providing patrons with enhanced expertise and keen attention to detail in grooming services. The collaborative video achieved significant success by reaching a broad viewership, amassing 13.5 million followers, and generating a remarkable increase in engagement on October 21st when the campaign was launched at 12 PM across India. Each influencer individually garnered approximately 15,000 views on their live video, resulting in a combined viewership of nearly 3.5 million on a single video.
Throughout that celebratory week and during the ongoing Cricket World Cup, Truefitt & Hill’s patrons, including their dedicated and cricket-loving customers, played a significant role in creating a truly unforgettable and captivating celebration. The Cricket World Cup, renowned for its gentility and grandeur, perfectly aligned with Truefitt & Hill’s values. To enhance that special occasion, Truefitt & Hill was delighted to introduce a time-limited promotion. Any customer who spent Rs 10,000 or more in a Tier 1 city, or Rs 7,500 or more in a Tier 2 city where Truefitt & Hill barbershop is present, received a scratch card filled with enticing rewards, including royal grooming services, exciting grooming memberships, and more.
On the occasion of the anniversary, Lloyds Luxuries Ltd MD Prannay Dokkania said, “On our 218th anniversary, amidst the excitement of the Cricket World Cup in India, Truefitt & Hill takes great pride in celebrating our enduring legacy. We’ve embarked on an exhilarating video campaign, joining hands with 218 Influencers and Content Creators across India. This milestone celebration not only signifies our commitment to delivering premium grooming services but also reflects the spirit of the World Cup and the vibrant tapestry of India. As we move forward, we will ensure that our cherished patrons continue to experience the best in grooming excellence.”
The focal point of this grand celebration unfolded on Truefitt & Hill’s official Instagram account. The anniversary video premiere of the celebratory campaign emphasized the brand’s unwavering commitment to consistently delivering premium grooming services to its patrons throughout the years. This commitment was set to continue into the future, embracing modern techniques and advancements in the field of grooming.
Brands
Siguler Guff invests $40m in Trimex Foods to fuel India expansion
Private equity bet backs global dining brands as India’s appetite grows
MUMBAI: Siguler Guff has committed $40 million to Trimex Foods Private Limited, marking the company’s first institutional fundraise and signalling fresh momentum in India’s fast-evolving food services sector.
Trimex, which brings global names such as Chili’s Grill & Bar, PAUL and Cinnabon to Indian diners, plans to use the capital to expand its footprint across the country and add new international brands to its portfolio.
Founded in 2010, the company operates more than 50 outlets across 13 cities, employing nearly 1,900 people. It has carved out a niche as a reliable partner for global restaurant chains looking to tap into India’s growing appetite for organised dining experiences.
Siguler Guff, which manages over $18 billion in assets, is betting on that appetite only getting bigger. “India’s food services sector is undergoing a structural shift as consumers increasingly gravitate toward globally recognised dining experiences,” said Siguler Guff partner and co-portfolio manager Shaun Khubchandani.
He added that Trimex’s 15-year track record offers a scalable platform with strong execution and customer loyalty, making it well-placed to grow further with the right backing.
For Trimex, the partnership is as much about expertise as it is about capital. A company spokesperson said the firm is looking to build on its reputation for consistent, high-quality dining while tapping into Siguler Guff’s global network to accelerate growth.
The investment also reflects a broader trend of private equity firms doubling down on India’s consumer story, particularly in sectors where rising incomes and urban lifestyles are reshaping spending habits.
Ernst & Young acted as the exclusive financial advisor to Trimex for the deal.
With fresh capital on the table and global brands waiting in the wings, Trimex now appears ready to turn up the heat in India’s increasingly competitive dining landscape.
