Brands
Noise onboards Taapsee Pannu as brand ambassador
Mumbai: Lifestyle brand Noise has brought on board Bollywood star Taapsee Pannu as brand ambassador for the smart wearable category. The actor will be a part of the upcoming brand campaigns wherein she will promote its smartwatches including the next brand offering – ColorFit Brio, said the statement.
With this announcement, Noise said it aims to reinforce its positioning as the leading homegrown smartwatch brand and liaison a deeper connect with fitness enthusiasts and millennials. “Taapsee’s persona blends with Noise’s core belief in listening to the noise within and belief in oneself,” it added.
“Our products are carefully designed keeping in mind the requirements of fitness and lifestyle enthusiasts who listen to their ‘Dil Ka Shor’ and dare to carve a new path,” said Noise co-founder Gaurav Khatri. “Noise’s smartwatches and Taapsee, both motivate individuals to take up new challenges every day. With her strong persona and our commitment to offering unparalleled experience, we want to strengthen the trust of Noisemakers.”
“I constantly strive to accomplish new fitness goals every day to be ahead in the game, likewise Noise. I have witnessed that more than ever, people are now conscious of the thriving fitness significance. Noise’s smartwatches act as the health pattern that consistently helps me to connect with my true self,” said Pannu on the association.
Noise is set to roll out new brand campaigns and launches in the next few months.
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.
