Brands
9th Hiranandani Thane Half Marathon names Milind Soman names brand ambassador
Mumbai: Milind Soman, a fitness icon, has been appointed as the ambassador for the Hiranandani Group’s Half Marathon, which will be held in Thane on 12 February. The 9th Hiranandani Thane Half Marathon is Thane’s only major marathon, which is returning after two years of hiatus due to covid-19.
As the event is gearing up to see 15,000 runners, Milind Soman, with his focus on health and fitness, is a natural fit to be the brand ambassador and flag off the ninth edition of the Hiranandani Thane Half Marathon (HTHM) at Hiranandani Estate in Thane.
To build more awareness around sustainability, the Hiranandani Group started the “#RhymeForEarth” initiative and has been organising cyclothons and plogging drives. The developer takes this initiative a step further with the Hiranandani Thane Half Marathon.
House of Hiranandani VP, marketing strategy Prashin Jhobalia said, “It is an honour to be able to organise Thane’s biggest half marathon. This is our ninth edition of the marathon. Each year has been special with a rise in registration numbers. We began with 8,000 registrations in 2013 and this year we aspire for 15,000 registrations. We owe immense gratitude to our residents and Thane City for their contagious spirit of running every year. This marathon is the perfect representation of bringing communities together for a common goal amidst the best living infrastructure in Hiranandani Estate.
This marathon gets even more special as we ‘Run for Earth’ to create a better world. We are also delighted to have fitness icon Milind Soman as the brand ambassador of this year’s marathon. I am confident his presence will encourage everyone and will also help us achieve our sustainable goals.
Soman commented, “I’m excited to announce that I will now be a part of Thane’s biggest half marathon by Hiranandani Group. I truly appreciate the brand’s endeavour to provide the best living experiences by maintaining an equilibrium in nature. The infrastructure created by the brand encourages the community to stay fit and run. This year’s theme pledges to make an effort towards a sustainable future. I am glad to contribute to this aim because it is also our common goal to motivate others to run for the environment and for themselves.”
“#RhymeForEarth” is part of a larger initiative by the House of Hiranandani to promote the need for a sustainable lifestyle and encourage everyone to make a difference in their daily lives to contribute to a greener tomorrow. The ninth edition of the Hiranandani Thane Half Marathon is based on “#RunForEarth,” part of a larger initiative, and is intended to correspond with the company’s mission, which prioritises sustainability and the well-being of nature and its inhabitants.
Brands
India’s food culture takes a bold turn in 2025
From fusion desserts to experiential dining, four trends reshape how the nation eats.
MUMBAI: India’s plates just got a serious upgrade in 2025 because when tradition meets TikTok and fusion meets fitness, even the humble samosa starts feeling trendy. The Godrej Food Trends Report 2025 predicted several shifts in Indian eating habits, and the past year proved the forecasters right. From reimagined desserts to immersive dining experiences, Indian consumers showed they want authenticity, convenience, global flavours and health in equal measure.
Here are four trends that truly came alive in 2025 and are now shaping how India eats and dines:
1. Indian Desserts Get a Modern Makeover Traditional mithai found fresh life through fusion experiments. Cheesecakes, truffles and plated desserts inspired by classics like gulab jamun and rasgulla gained popularity, while chocolate-forward, fruit-led and lower-sugar options appealed to younger diners. According to the How India Eats 2025 report, desserts and ice-cream parlours were among the fastest-growing segments in organised food services. Examples: The Bombay Canteen’s Coffee Rasgulla Sundae and Le Chocolate Cakes and More’s Gulab Jamun Cake. Chef Aarohi Sanghavi of Maki Patisserie noted the shift toward seasonality and fresh Indian produce, while Chef Heena Punwani of Maska Bakery highlighted the appeal of flexible, weekend-special menus.
2. Social Media Becomes the New Menu Food discovery went fully digital. Instagram Reels, YouTube reviews and creator-led content heavily influenced dining choices, with food remaining one of the most consumed categories on social media. Restaurants began designing visually striking dishes specifically for shareability, while many diners found new spots through viral videos rather than traditional advertising. The How India Eats 2025 report revealed that over 75% of marketing spends by leading QSR chains now go toward digital channels. Cafes like Mokai and Candies became creator favourites, and brands such as Bastian Hospitality curated highly shareable pop-ups and events. Kavita Rajwade of IVM Podcasts emphasised how long-form storytelling helps decode food’s cultural and economic layers, while Pranav Joshi of Floydian Cookery admitted his page grew far beyond expectations.
3. Snacking Culture Goes Mainstream India’s love for snacks evolved into a full grazing lifestyle, with many opting for multiple small bites throughout the day instead of three structured meals. This shift spurred innovation in formats—from gourmet chips and fusion street food to protein-packed options. Restaurants responded with small-plate menus designed for sharing. The How India Eats 2025 report noted that late-night orders grew nearly 3x faster than dinner. Brands like The Whole Truth Foods and Green Snack Co. popularised clean-label snacks such as protein bars and roasted nuts. Madhushree Basu Roy of Pikturenama Studios predicted a mix of convenience, health consciousness and global influences, while freelance food writer Sharmila Vaidyanathan observed that consumers want the best of both worlds healthy options for routine snacking and traditional treats for special occasions.
4. Dining Becomes an Experience, Not Just a Meal The most noticeable shift was the rise of experiential dining. Consumers increasingly sought restaurants that offered more than good food, they wanted immersion, storytelling and chef-driven concepts. Venues like Papa’s in Mumbai (intimate tasting menus), Bombay Daak (theatrical regional flavours) and Masala Library (modernist presentations) turned meals into memorable events. Tasting menus, themed pop-ups and chef collaborations became more common, transforming dining out into entertainment. The How India Eats 2025 report highlighted how experience-led formats and storytelling are key to attracting younger diners. Chef Karan Upmanyu of ParTTwo in Bengaluru observed that new outlets are breaking away from rigid formats, focusing instead on creating relaxed spaces where people simply enjoy spending time.
As 2026 unfolds, these trends suggest India’s food culture is no longer just about what’s on the plate, it’s about how the plate makes us feel, connect and remember. From a quick Reel-inspired snack to a full theatrical dining experience, Indian diners are voting with their forks for food that is both rooted in tradition and unafraid to experiment. The table, it seems, has never been more exciting.
