MAM
Brands get a ride as Wrap2earn and Moove hit the road together
MUMBAI: Advertising is getting a fresh set of wheels. Wrap2earn Technologies Pvt. Ltd. has driven into a new national partnership with Moove, turning some of India’s busiest ride-hailing vehicles into moving media assets across Mumbai, Delhi NCR, Bengaluru and Hyderabad.
Under the agreement, Wrap2earn becomes the exclusive partner managing interior and exterior advertising across Moove’s high-occupancy fleet operating on the Uber India platform. The tie-up transforms everyday commercial vehicles into high-frequency, high-visibility brand touchpoints navigating India’s most congested urban corridors.
The deal lands close on the heels of Wrap2earn securing exclusive advertising rights on the Uber Shuttle fleet nationwide, sharply expanding its footprint in the fast-growing transit media space. With both Uber Shuttle and Moove now on board, the company is building a sizeable mobility-led advertising ecosystem designed for scale, repetition and urban impact.
What makes the partnership tick is utilisation. Moove operates one of the country’s highest driver-occupancy fleets, ensuring vehicles spend more time on the road than parked off it. Wrap2Earn plugs into this constant movement to deliver consistent brand exposure, converting kilometres travelled into measurable media value. The result is a performance-led alliance built around visibility, frequency and reach.
Announcing the partnership, Wrap2earn founder and CEO Elmer Dsilva said the collaboration strengthens the company’s ambition to build India’s most impactful transit media network, pairing Moove’s fleet performance with Wrap2Earn’s growing mobility portfolio.
Moove regional managing director for India and South Asia Binod Mishra noted that the partnership opens up a premium advertising channel while creating incremental earning opportunities for drivers, positioning the fleet as a credible route for brands looking to engage urban and high-value audiences. Director of operations Naved Ansari added that the model supports Moove’s longer-term goal of improving customer earnings as drivers move towards eventual vehicle ownership.
For advertisers, the pitch is straightforward: city-wide exposure, repeated impressions, premium routes and data-led reach, all delivered through vehicles that rarely sit still. As mobility-first advertising gains momentum, the Wrap2earn–Moove alliance signals that the fastest-growing billboards in Indian cities may no longer be fixed to a pole, but rolling through traffic instead.
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.
