Brands
Kriti Sanon buys into balanced nutrition as Supply6 signs her on
MUMBAI: From hydration habits to ownership stakes, this is one partnership that grew out of daily routine rather than a photoshoot. Bengaluru-based D2C nutrition brand Supply6 has roped in actor and entrepreneur Kriti Sanon as both brand ambassador and investor, signalling a shift away from headline-grabbing endorsements towards belief-led alliances.
The association did not begin in a boardroom. Sanon first encountered the brand as a consumer, using Supply6 Salts, its zero-sugar electrolyte, as part of her everyday routine. Over time, familiarity with the products and confidence in the brand’s science-backed philosophy prompted her to deepen the relationship from user to stakeholder.
Founded in 2019 by Vaibhav Bhandari and Rahul Jacob, Supply6 positions itself as an antidote to fad-driven fitness culture. Its product line, which includes a daily nutrition drink, electrolytes and protein-based wafers, focuses on plugging routine dietary gaps rather than promising dramatic transformations. The pitch is consistency over intensity.
For Supply6, the timing matters. The brand recently raised Rs 9.1 crore in seed funding led by Zeropearl VC and has launched a protein wafer bar containing 10g protein with no maida or added sugar. It is also stepping beyond India, with expansion plans underway in markets including the United States.
With Sanon on board, the company is sharpening its focus on urban, health-conscious consumers looking for practical wellness solutions that fit into busy lives. “This is about credibility, not clout,” said Supply6 co-founder Vaibhav Bhandari, noting that the aim is to reach the next 10 lakh consumers with a message rooted in everyday behaviour.
Sanon echoed that sentiment, describing the appeal of Supply6 as its refusal to chase trends. The brand’s emphasis on hydration, balance and long-term habits, she said, aligns with how she approaches health off camera.
The move also builds on Supply6’s earlier strategy of belief-led partnerships. Former South African cricketer AB de Villiers had previously joined the company as an investor and ambassador, reinforcing its preference for long-term alignment over short-term buzz.
In a wellness market crowded with superlatives, Supply6 is betting that moderation and partners who genuinely practise it might be the strongest selling point of all.
Brands
Faber-Castell India appoints Sunaina Haldar as director – marketing
With stints at Tata, SleepyCat and ADF Foods under her belt, Haldar is primed to redraw Faber-Castell’s brand story
MUMBAI: Faber-Castell India has poached Sunaina Haldar from ADF Foods, appointing her director – marketing as the German stationery brand looks to muscle up in a category that is rapidly reinventing itself around creativity and self-expression.
Haldar hit the ground running. “My first couple of weeks have been incredibly energising, understanding consumers, visiting markets, engaging with retailers and immersing myself into the world of Faber-Castell Group,” she said.
She arrives with considerable firepower. At ADF Foods, Haldar ran marketing across India and international markets for a portfolio spanning Ashoka, Aeroplane, Camel and ADF Soul. Before that, she was vice-president – marketing at direct-to-consumer mattress brand SleepyCat, where she helmed brand, content and performance marketing. Her résumé also includes a stint leading marketing, new product development and CRM for Tata SmartFoodz at Tata Consumer Products, no small proving ground.
Between corporate roles, Haldar also operated as a fractional CMO for early-stage startups, building marketing strategy and operational structures from scratch, a signal that she knows how to move fast with limited resources.
With 18 years straddling FMCG, D2C and the startup world, Haldar now takes the reins at a brand that has long owned the classroom but is clearly hungry for the living room. In a stationery market where the pencil has become a lifestyle statement, Faber-Castell has picked someone who knows exactly how to sell that story.
