MAM
boAt partners with MTV Hustle 4 to amplify Indian hip-hop culture
Mumbai : boAt, India’s leading audio wearable brand, is thrilled to announce its sponsorship of MTV Hustle 4- Hip Hop Don’t Stop, India’s premier hip-hop reality show. This partnership underscores boAt’s commitment to empowering creative expression and individuality, solidifying its position as a cultural icon resonating with the nation’s youth.
From the streets to the spotlight, hip hop has emerged as the voice of India’s new generation, and boAt is committed to amplifying this movement. As Indian hip hop continues to break barriers and reshape cultural norms, boat is proud to support a platform that ensures these artists are heard, driving the culture forward with each beat. Hip hop has redefined how young India engages with music, fashion, and lifestyle, and boAt is excited to be a part of this transformation, empowering the next wave of creative talent to rise.
boAt’s association with MTV Hustle 4 aligns seamlessly with the brand’s vision to foster a vibrant music ecosystem. The show’s platform will provide boAt with an unparalleled opportunity to connect with a passionate audience of hip-hop enthusiasts and music lovers across India. By supporting emerging talent and celebrating the rich tapestry of Indian hip-hop, boAt aims to inspire and empower the next generation of artists.
“We are excited to partner with MTV Hustle 4, a show that has played a pivotal role in shaping India’s hip-hop landscape,” said, co-founder and CMO boAt Aman Gupta. “Our brand resonates with the energy, passion, and authenticity that the show embodies. Through this collaboration, we aim to amplify the voices of talented artists and contribute to the growth of the hip-hop culture in India.”
As a brand that has consistently pushed boundaries and challenged conventions, boAt’s association with MTV Hustle 4 is a natural extension of its commitment to innovation and cultural relevance. The partnership will see boAt actively engage with the show’s audience through various initiatives, including product integrations, brand activations, and social media campaigns.
Viacom18, head – youth, music, and English entertainment cluster Anshul Ailawadi said: MTV Hustle amplifies the voice and sentiment of India’s youth on a global stage. Since desi hip hop is about showcasing creative innovation, we’re happy to collaborate with a popular youth-centric brand like boAt, as they are influencing youth culture too, with differentiated tech experiences. I’m sure that our collaboration will drive a deeper connect with the young music communities across urban India.
MTV Hustle 4 is set to captivate audiences with its high-octane performances, intense battles, and inspiring stories. With boAt’s support, the show promises to deliver an unforgettable experience for viewers and elevate the hip-hop scene in India to new heights.
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI: Jubilant FoodWorks Limited has landed in a tax tussle after receiving a GST demand of Rs 47.5 crore from the office of the additional commissioner of CGST and central excise in Thane, Maharashtra.
The order, issued under the provisions of the Central Goods and Services Tax Act, 2017, relates to an alleged incorrect classification of certain services under the category of restaurant services. According to the tax authorities, this classification resulted in a short payment of goods and services tax for the period between the financial years 2019-20 and 2021-22.
The demand includes Rs 47.5 crore in GST along with an equal amount as penalty, in addition to applicable interest. The order was received by the company on March 13, 2026.
In a regulatory filing to the BSE Limited and the National Stock Exchange of India Limited, the company said it disagrees with the order and believes its arguments were not adequately considered.
The company is preparing to challenge the decision and plans to file an appeal. It added that once the redressal process is complete, the demand is likely to be dropped.
Despite the sizeable figure attached to the notice, the company said it does not expect any material impact on its financials, operations or other activities.
The disclosure was signed by Suman Hegde, EVP and chief financial officer, who confirmed that the company received the order at 19:06 IST on March 13 and has already initiated steps to contest it.
The development places the quick service restaurant major in the middle of a tax debate that could hinge on how certain restaurant-linked services are classified under GST rules. For now, the company appears ready to take the matter from the tax office to the appeals desk.
