Brands
Bagging the spotlight Zouk hits the IPL runway with Kriti Sanon
MUMBAI: In a season packed with sixes and sponsorships, one fashion-forward brand has knocked it out of the park with a handbag. Zouk, the proudly Indian and 100 per cent vegan lifestyle label, has stormed the Indian Premier League 2025 ad roster with its new campaign ‘A Bagful of You’, fronted by actor Kriti Sanon.
This isn’t just a brand break; it’s a cultural statement. Featuring on Connected TV via JioStar during prime-time matches, Zouk is one of the rare women-led disruptors to enter a space traditionally monopolised by FMCG giants, fintech players, and frothy beverage brands. But as the game evolves, so does its audience and Zouk’s play is as smart as it is stylish.
According to YUMI’s 2024 data, women make up nearly half of IPL’s urban and rural audience, a stat that may surprise the armchair analyst but not the brand. Zouk is speaking directly to this influential cohort with a message that blends heritage, confidence, and conscious fashion.
By showing up in the middle of India’s biggest cultural moment, Zouk isn’t just flaunting bags, it’s flaunting purpose. The brand’s vibrant campaign isn’t shy about taking up space, much like the women it celebrates. Every product in Zouk’s line reflects its mission: functional fashion rooted in Indian aesthetics, with zero compromise on ethics or style.
Commenting on the landmark moment Zouk founder Disha Singh said, “This is more than just an ad placement, it’s a statement not just for Zouk, but for every homegrown, women-led brand with big dreams. To be on the IPL stage, a platform that unites India is a celebration of how far we’ve come and where we’re headed. We’re proud to lead this change, representing the fearless spirit of the modern Indian woman who is confident, expressive, and ready to be seen and heard. Our campaign with Kriti Sanon, ‘A Bagful of You,’ is rooted in self-expression and everyday pride, and IPL allows us to tell that story to millions of Indians in a moment they truly care about.”
Echoing the sentiment Zouk co-founder Pradeep Krishnakumar added, “IPL has long been dominated by legacy, male-focused advertisers but the landscape is shifting. We saw a clear opportunity to break the mold and engage a new, diverse generation of consumers who value purpose and identity. Our presence in IPL 2025 isn’t just about visibility; it’s about making a bold cultural statement.”
With the leather-free label now batting on the biggest field in Indian advertising, it’s clear: Zouk isn’t just in the game, it’s changing how the game is played.
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.
