MAM
Atul Projects builds its brand with new marketing head
MUMBAI: Looks like Atul Projects just got a solid foundation for its next big story. The Mumbai-based real estate developer has appointed Piyush Niljikar as its head of marketing, signalling a brand reboot built on creativity, strategy, and legacy.
With over 15 years of experience across advertising and real estate, Piyush brings a blend of creative and commercial flair. He’s led campaigns at Creativeland Asia and WYP Worldwide, shaping brands such as Mercedes-Benz India, Godrej Cinthol, United Colors of Benetton, Zee5, Arrow and TAJ Group. In real estate, his standout achievement was driving a sell-out in just 18 months at CCI Projects, followed by an award-winning stint at Ashwin Sheth Group, where he led the buzzworthy Spot The Orange Dot campaign.
“Piyush’s deep understanding of brand building and integrated marketing aligns perfectly with our vision of redefining luxury living through innovation and quality,” said Atul Projects managing director Aakash Patel. “His leadership will be key in amplifying our brand presence and delivering impactful, customer-centric campaigns.”
On his new role, Piyush said, “Atul Projects has a proud legacy built on trust and transparency. I’m thrilled to shape a brand narrative that resonates deeply with homebuyers while driving real business growth.”
As Atul Projects expands its residential footprint across the MMR region, Piyush’s appointment marks the start of a new chapter, one where legacy meets modern marketing muscle, and every campaign is built to last.
Brands
Kwality Wall’s reports standalone losses following strategic HUL demerger
Ice cream major faces Rs 64 crore Ebitda loss amid commodity inflation and muted Q3 sales
MUMBAI: Kwality Wall’s (India) Limited (KWIL) has released its first set of financial results as a standalone entity, revealing a challenging start to its independent journey. Following its successful demerger from Hindustan Unilever Limited (HUL) on 1st December 2025 and its subsequent listing on 16th February 2026, the company is navigating a transition period marked by structural changes and high input costs.
For the quarter ended 31st December 2025, the company reported revenue of Rs 222 crores. Despite the revenue base, the bottom line was impacted by several factors, resulting in an Ebitda loss of Rs 64.2 crores. When calculated on a Pre-IND AS 116 basis, the Ebitda loss stood at Rs 83.8 crores.
Organic Sales Growth (OSG) declined by 6.5 per cent year-on-year during the quarter. Volume growth, however, saw a marginal increase of 1.2 per cent. The company reported a gross margin of 41.5 per cent. Additionally, exceptional expenses amounting to Rs 94 crores were recorded, primarily linked to non-recurring costs during the transition phase.
Performance across portfolios and channels was mixed. Within the impulse portfolio, brands such as Magnum and Cornetto recorded mid-single digit volume growth, indicating steady demand in on-the-go consumption. However, the in-home portfolio, which includes take-home packs, experienced muted consumption. The company is planning a relaunch of this category with improved offerings ahead of the 2026 season.
Quick commerce (Q-Com) continued to emerge as a strong growth driver, delivering robust double-digit growth during the quarter. Meanwhile, the company also expanded its physical distribution network by increasing the number of company-owned cabinets across markets.
Margin pressure during the quarter was driven by a combination of one-off factors and broader cost inflation. Gross margins were impacted by around 600 basis points due to trade investments made for stock liquidation. Additionally, cocoa price inflation contributed to another 400 basis points of pressure on margins.
Deputy managing director Chitrank Goel attributed the muted performance partly to prolonged monsoons and transitional challenges linked to the GST framework. Operating expenses also increased as the company invested in establishing its standalone supply chain, operational systems and corporate infrastructure following the demerger.
Looking ahead, the management remains focused on a volume-driven growth strategy. To restore profitability, the company has initiated a cost productivity programme aimed at reducing non-consumer-facing costs. It is also working on building regional manufacturing networks to optimise logistics expenses and improve operational efficiency.
The commodity outlook for the near term remains mixed. Dairy prices are expected to remain firm due to tight supply conditions and rising fodder costs. Sugar prices may also move higher following increases in the Minimum Selling Price (MSP). While cocoa prices have moderated recently, currency depreciation has offset some of the potential cost relief for the company.
