Brands
The New Shop appoints Rajkummar Rao as brand ambassador
Mumbai: The New Shop, which is a convenience retail company, has appointed Bollywood actor Rajkummar Rao as the brand ambassador. In a series of campaigns to expand its footprint across the country, the actor will be featured on digital and print platforms such as social media, OTT, OOH, and IVR messaging. The aim is to connect with prospective consumers through physical The New Shop stores and in-app services.
Within two years of its inception, The New Shop has expanded to over 100 stores, with over 70 franchised stores in the last 18 months, surpassing the ARR mark of Rs 100 crore in the past year. Navigating the unexplored convenience retail sector in India, the company’s omnichannel presence and hyperlocal services offer a “next-gen everyday shopping” experience to a wide variety of demographics. With its plans to expand and open new stores in the near future, the company wants to go beyond conventional strategies of consumer engagement through collaboration with Rajkummar Rao.
The New Shop co-founder and head of business Aastha Almast said, “We are proud to have come a long way since our inception. We are growing rapidly across India through franchise partnerships, but we intend to create 10,000 successful independent stores by 2030. We have so far seen a phenomenal response to our franchise model; thus, we want to spread the word even more about this idea. We believe that now is the right time to bring on board a brand ambassador and strengthen our brand-building initiatives.”
The company added that while carving a niche as an actor in Bollywood can be quite daunting, Rajkummar Rao has proven to the world time and time again that talent is not only a product of merit but a combination of perseverance and diligence. What sets him apart is the unconventionality with which he has navigated through the industry by setting his own rules and striking a chord with the audience. His risks have been nothing less than entrepreneurial, which resonates with the company’s organic growth and breaking systemic barriers by providing round-the-clock quality services to consumers, said the company.
In continuation of the same, she further added, “It is quite admirable how Rajkummar Rao has overcome all obstacles to become a renowned Bollywood star. Despite coming from a humble background, he has made his mark through honesty, hard work, dedication, and persistent efforts. And for this reason, audiences connect with him immensely. We are honoured to be associated with a celebrity that personifies the entrepreneurial spirit of taking risks and overcoming obstacles with courage and determination. Due to his business savvy and hard-working demeanor, he is the ideal brand ambassador for our brand and franchise partners. We thank Rajkummar Rao for believing in us and being a part of our growth journey.”
India is the third-largest consumer market in the world with its largest ever adolescent and youth population. A uniform, state-of-the-art convenience retail service that is available everywhere in the country at reasonable prices and caters to millions of Indian customers with regard to time and location is an exciting space for creating business opportunities. The franchise model aims to offer around 70 million traditional shopkeepers, aspiring entrepreneurs, and small businesses the tools to build successful businesses in convenience retail, driven by technology and consumer needs.
Rao said, “I am thrilled to be partnering with The New Shop, a youthful and energetic brand exhibiting rapid growth. I identify with the co-founders’ determination to create a brand, ensuring its sustainability, and profitability; and I believe this comes from their prior entrepreneurial experiences. By encouraging our nation’s workforce to become future entrepreneurs, the brand is on a mission to strengthen the entrepreneurial ecosystem. Simultaneously, it strives to provide consumers with standardised round-the-clock convenience in the truest sense and makes consistent progress toward reaching the zenith. I am excited to be a part of the brand’s journey and look forward to contributing to its success in all ways possible.”
The New Shop offers quick-consumption goods, including groceries, OTC, FMCG, and fresh food and beverages. It also offers add-on services such as printing, ATMs, courier, EV charging stations, freshly prepared food, etc. With its aim to provide services in busy transit hubs, office buildings, schools, and densely populated neighborhoods; the company serves clients across all touchpoints, including physical retail, e-commerce (via its website and app), as well as through marketplaces like Zomato, Swiggy, and Dunzo, owing to its tech-enabled hybrid omnichannel strategy. Customers can use the app to order delivery to their doorstep, visit the nearest store, or even opt for in-store pickup. With a new feather added to the hat, the company’s focus in 2023 is to establish a strong pan-India presence and grow 10x capturing more territorial presence in 20+ cities.
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.
