Brands
Food Pharmer brings protein power to Instamart
MUMBAI: Health-conscious shoppers can now get their protein fix faster than ever. Revant Himatsingka, popularly known as “Food Pharmer”, has launched his protein brand Only What’s Needed (OWN) on Instamart, marking the brand’s first appearance on a quick commerce platform.
The move coincides with Instamart’s launch of a dedicated “Protein” section on its app, making it easier for consumers to discover high-protein foods without wading through confusing nutrition labels. The section features trusted brands, including OWN, with affordable packs for everyday users and larger value formats for regular gym-goers.
Revant shared on Instagram that the collaboration began rather organically. “It all started with a comment from Instamart saying, ‘Humare app pe aa jao’, and a few DMs later, we made it happen,” he said. “Our mission is to make protein a daily habit for India, not just sell whey. With 70 per cent of the country still protein-deficient, this is a step towards changing how India consumes protein.”
Only What’s Needed Whey Protein is built on Revant’s promise of clean, transparent, and tested nutrition. Made with just four ingredients, each batch undergoes seven safety and quality checks. The brand, which quickly gained a cult following since its launch earlier this year, is now set to reach homes across major Indian cities in minutes.
Swiggy co-founder and CGO Phani Kishan Addepalli, highlighted the shared values behind the partnership. “Anyone who follows Revant knows how fiercely he protects consumer trust. Convenience got us here. Trust will take us further,” he wrote on LinkedIn.
With Instamart’s new protein aisle and Food Pharmer’s signature honesty, India’s journey toward smarter, faster nutrition just got a powerful new boost, quite literally, in 10 minutes flat.
Brands
Faber-Castell India appoints Sunaina Haldar as director – marketing
With stints at Tata, SleepyCat and ADF Foods under her belt, Haldar is primed to redraw Faber-Castell’s brand story
MUMBAI: Faber-Castell India has poached Sunaina Haldar from ADF Foods, appointing her director – marketing as the German stationery brand looks to muscle up in a category that is rapidly reinventing itself around creativity and self-expression.
Haldar hit the ground running. “My first couple of weeks have been incredibly energising, understanding consumers, visiting markets, engaging with retailers and immersing myself into the world of Faber-Castell Group,” she said.
She arrives with considerable firepower. At ADF Foods, Haldar ran marketing across India and international markets for a portfolio spanning Ashoka, Aeroplane, Camel and ADF Soul. Before that, she was vice-president – marketing at direct-to-consumer mattress brand SleepyCat, where she helmed brand, content and performance marketing. Her résumé also includes a stint leading marketing, new product development and CRM for Tata SmartFoodz at Tata Consumer Products, no small proving ground.
Between corporate roles, Haldar also operated as a fractional CMO for early-stage startups, building marketing strategy and operational structures from scratch, a signal that she knows how to move fast with limited resources.
With 18 years straddling FMCG, D2C and the startup world, Haldar now takes the reins at a brand that has long owned the classroom but is clearly hungry for the living room. In a stationery market where the pencil has become a lifestyle statement, Faber-Castell has picked someone who knows exactly how to sell that story.
