MAM
On Purpose wins Central Square Foundation brief to school India in smarter education storytelling
MUMBAI: India’s education sector just got a lesson in sharp storytelling-and On Purpose is holding the chalk. The creative consultancy, known for its mission-driven approach, has been appointed as the agency on record for the Central Square Foundation (CSF), following a competitive multi-agency pitch.
The result? To crank up the volume on education reform conversations that matter-and to make sure foundational literacy isn’t just a policy footnote.
This partnership puts On Purpose in charge of strategic communications for CSF, a non-profit that’s been knee-deep in fixing India’s systemic schooling challenges for over five years. From building early learning muscle to turbocharging school governance, CSF has tackled the hard stuff. And now, with On Purpose riding shotgun, they’re planning to say it louder—and smarter.
“This marks our second collaboration with CSF, reaffirming our shared commitment to shaping conversations and driving systemic change in India’s education sector. We’re thrilled to partner with them again, an inspiring, mission-driven organization leading the charge to ensure every child has the opportunity to thrive,” said On Purpose founder & CEO Girish Balachandran.
So what’s on the blackboard? On Purpose will drive CSF’s messaging around four critical pillars:
. Foundational Literacy and Numeracy (FLN), so kids stop falling through academic cracks
. Edtech access for all, because Youtube alone can’t fix learning gaps
. Early childhood education to prep the tiny humans for the big leagues
. School governance reform, where the real long-term magic happens
The consultancy’s mandate includes building urgency and salience around FLN and governance—two oft-ignored but absolutely mission-critical parts of India’s education puzzle.
“Finding a partner who understands the urgency of systemic reform and the transformative power of early learning was essential. On Purpose brings the right expertise, experience, and a deep understanding of our mission and landscape, making them the ideal collaborator to drive these critical conversations. We look forward to co-creating strategies that deliver lasting impact and improve learning outcomes for every child in India,” said Central Square Foundation director, policy & communications, Romonika D Sharan.
And they’ve got data to back the ambition.
CSF, a key player in the government’s Nipun Bharat Mission, has been rolling up its sleeves across 14 states—11 of them laser-focused on FLN. With partnerships across ministries, state governments, and education stakeholders, CSF is driving system-level shifts. But even the best reforms need the right spotlight—and that’s where On Purpose comes in.
Expect bold narratives, hard-hitting content, and a touch of creative sass as they tackle the biggest classroom India has: the public.
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.
