MAM
NYUMI launches five new products for urban Indian women
New Delhi: Direct to consumer start-up, Nyumi has entered the fast-growing nutraceutical space with the launch of five critical products specifically formulated for the urban Indian women.
The company addresses the specific issues of nutrient deficiencies in Indian women through products that blend Indian herbs and Western ingredients in the form of vegan, gluten and allergen-free gummy. The initial product portfolio targets the most prevalent women centric issues: immunity, hair, skin, sleep and urinary tract wellness.
With the second wave of the COVID-19 pandemic, issues of everyday immunity, wellness and nutrition have become major concerns, driving explosive growth for the nutraceuticals industry, further aided by the boom in e-commerce with wellness being one of the largest and fastest growing categories.
Nyumi founder and CEO Ananya Kejriwal Agarwal said, “We have invested heavily in R&D for all of our products to ensure maximum efficacy and bio-availability while making delicious flavours. All of our ingredients have been tested not just for their nutritional benefits but also for the quality of their source, clinical reports and compatibility with other ingredients. Our gummies blend time-tested Indian herbs such as Amla, Haldi and Tulsi with Western nutrients like biotin and hyaluronic acid.”
According to the company, all ingredients are clinically researched, and multiple ingredients are even patented extracts. “The new products are just the beginning of the overarching mission of the company to address some of the significant health issues affecting women, more so in the post-Covid-19 world,” it said. The products are available through Nyumi.com, Amazon, and Nykaa.
As per International Trade Administration, the nutraceuticals market is expected to grow from $ four billion (in 2017) to $18 billion by 2025. This growth is expected to be even more after the attention that the issues of immunity & overall wellness have got post the pandemic.
MAM
VML India lands two finalist spots at Cairns Hatchlings 2026
The Mumbai agency is back in Australia with two teams, a UN brief and 24 hours to impress
MUMBAI: VML India is heading to Australia again. The Mumbai-based creative agency has secured two finalist spots at the Cairns Hatchlings 2026 competition, one in the Audio category and one in Design, making it the only Indian agency to have reached the finals in both editions of the contest since its launch in 2025.
Four people will make the trip. Senior copywriter Shilpi Dey and senior art director Raj Thakkar will compete in Audio. Art directors Shabbir and Shruti Negi will go head-to-head with the world’s best in Design. The finals take place at the Cairns Convention Centre from 13th May, culminating in an awards ceremony on 15th May.
The work that got them there is worth examining. For the Audio category, Dey and Thakkar tackled a brief for LIVE LIKE MMAD with a campaign called Inner Voice, Interrupted. Using spatial audio techniques, the campaign recreates the overwhelming self-doubt that descends after a long workday, physically panning negative thoughts left and right before cutting the noise entirely to reveal a confident inner voice. Strategically targeted at commuters via Spotify during evening rush hours, the campaign reframes the hours after work as an opportunity for personal growth and charitable action.
For the Design category, Shabbir and Negi worked on a brief for Canteen’s Bandanna Day, a campaign highlighting how cancer pushes teenagers out of their own defining moments. Using a pixelated design language to create stark contrast between a blurred world of isolation and a focused world of connection, the campaign, titled The Flipside of Cancer, shows teenagers fading into the background of birthdays, skateparks and school proms. As a Canteen bandanna appears, the blur flips and the teenager snaps back into sharp focus.
Kalpesh Patankar, group chief creative officer of VML India, made no attempt to disguise his satisfaction. “We are immensely proud to see our teams consistently excel on the Cairns Hatchlings platform since its inception,” he said. “They have masterfully tackled challenging briefs across diverse categories, demonstrating both layered storytelling and a unique creative approach. This exceptional teamwork is truly inspiring.”
Dey and Thakkar, returning to the finals after last year’s run, were candid about the demands of the audio medium. “It’s one of the most demanding mediums, where we only have a few seconds to capture a listener’s world with sound alone, so absolute clarity is essential,” they said. “The true measure of creative work is its ability to create positive change, and our audio submission was made to help those who need it most while encouraging people to silence the inner voices that hold them back.”
Shabbir and Negi, competing in Design for the first time, described the experience as “a completely different beast.” “We see it as an opportunity to showcase our expertise, raise the bar, and challenge ourselves in new ways, while also learning from creative minds from across the globe,” they said.
In Australia, the four finalists will face a live 24-hour brief from the United Nations before presenting in a live pitch session. Twenty-four hours, one brief, one shot. VML India has been here before. It knows exactly what is at stake.
