Brands
Balaji Wafers taps Creativefuel for social media push
MUMBAI: Balaji Wafers is turning up the volume online. The homegrown FMCG major has appointed Creativefuel as its social and digital partner, signalling a clear intent to make social media a main course rather than a side dish.
The year-long partnership comes as more legacy consumer brands rethink their digital playbooks, moving beyond campaign-led bursts to always-on storytelling. For Balaji Wafers, the goal is simple but ambitious: build a strong, consistent digital presence that feels as familiar as its wafers, yet fresh enough for today’s scrolling generation.
Under the mandate, Creativefuel will handle the brand’s social media strategy, content creation, digital storytelling and community-led engagement across platforms. The focus will be on audience-first narratives that respect Balaji’s decades-old consumer connect while speaking the language of contemporary internet culture.
The appointment reflects a wider shift in the FMCG sector, where social media is no longer just a support act for big campaigns but a primary brand-building stage. For brands like Balaji, with deep roots in regional and national markets, this means finding new ways to stay relevant without losing their core identity.
Creativefuel’s experience in building scalable, always-on digital ecosystems for large consumer brands played a key role in securing the mandate. Its strength lies in blending platform-native content with a sharp understanding of audience behaviour, a combination Balaji sees as critical for 2026.
Commenting on the partnership, Balaji Wafers marketing lead Sandeep Roy, said the brand has always prioritised staying close to consumers while evolving with the times. He noted that Creativefuel’s grasp of digital culture and audience insights made it a natural fit as Balaji steps up its social presence.
Creativefuel COO Tiya Wadhwani, said the mandate underscores the agency’s growing role as a long-term digital partner for legacy FMCG brands. She added that Balaji Wafers’ strong consumer connect offers a rich foundation for building a relatable and consistent social presence.
The win further strengthens Creativefuel’s FMCG portfolio and reinforces its focus on content-led, community-driven brand building. As Balaji Wafers looks to turn likes into loyalty, its latest move suggests that in 2026, even the most familiar snacks are ready to speak fluent social.
Brands
Flipkart completes reverse flip to India ahead of IPO
Walmart-owned e-commerce giant shifts domicile from Singapore to Bengaluru
MUMBAI: Flipkart has completed its restructuring to move its parent company from Singapore back to India, marking a key milestone as the Walmart-owned marketplace prepares for a potential initial public offering on Indian stock exchanges, ET reported, citing people aware of the matter.
The move, often referred to as a “reverse flip”, relocates the company’s legal home to India and aligns its corporate structure more closely with its largest market. It also clears an important regulatory step for Flipkart as it explores listing plans.
As part of the restructuring, several Singapore-based entities have been merged into Flipkart Internet Private Limited, which will now serve as the main holding company for the entire group.
The consolidation brings a number of major businesses directly under the Indian parent company. These include fashion platform Myntra, logistics arm Ekart, travel booking platform Cleartrip, healthcare marketplace Flipkart Health, and fintech venture Super.money.
Under the new structure, global investors including Walmart, Microsoft, SoftBank, and the Canada Pension Plan Investment Board will hold their stakes directly in the Indian entity rather than through an overseas holding company.
The redomiciliation required approval from the Indian government because Chinese technology company Tencent owns around a 5 to 6 per cent stake in Flipkart. Under Press Note 3, investments from countries sharing a land border with India require prior government clearance.
Flipkart had already secured approval from the National Company Law Tribunal in December. With the latest clearance from the central government, the company has now obtained all the regulatory approvals needed to complete the relocation, ET reported earlier.
Flipkart had originally shifted its holding structure to Singapore in 2011 to tap global capital more easily. However, as India’s capital markets have matured, several start-ups have begun returning their domiciles to the country ahead of public listings. Companies such as Razorpay, Groww, and Meesho have taken similar steps.
The company is now expected to move ahead with its IPO preparations and has begun early discussions with merchant bankers. According to people familiar with the matter, Flipkart could file its draft prospectus later this year, setting the stage for what may become one of the most closely watched listings in India’s e-commerce sector.
Flipkart has been majority-owned by Walmart since 2018, when the US retail giant acquired a 77 per cent stake in the company for $16 billion in one of the largest e-commerce deals globally.
