MAM
TVS Motor’s new app for customers to offer AR experience
NEW DELHI: TVS Motor Company has launched a mobile application TVS A.R.I.V.E, aimed at transforming customer experience of exploring two-wheelers.
The Augmented Reality Interactive Vehicle Experience (A.R.I.V.E) app allows an in-depth product exploration and purchase experience using AR technology, from the convenience of home. This first in its segment app will make its foray with a module on the company’s flagship models, TVS Apache RR 310 and TVS Apache RTR 200 4V, catering to its tech-savvy customers. This will be followed by the inclusion of the entire range of TVS products. The app will offer an independent module for every product, which can be downloaded by users as per their preference and interest.
Each module is further divided into three different modes, namely, place to explore (AR-based), scan a real bike (AR-based) and the 3D mode (for non-AR compatible devices). Each of these modes offers multiple hotspots that highlight the critical features through an X-ray vision of the vehicle, supported by a detailed description, videos, animations, and more.
The app also provides the ‘Sell Through Process’ option for last-mile connectivity. Through this users can schedule a test ride, locate the nearest dealer, or book their vehicle online.
TVS Motor Company head of marketing – premium motorcycles Meghashyam Dighole said, “This app will bridge the gap between a customer’s consideration and the decision of testing or purchase, by using augmented reality to give a 360-degree experience of the product using audio-visual and textual formats. We are sure that our potential and existing customers will find great value in this new service.”
The three available modes on the app perform specific functions to ensure an all-inclusive experience to the users. The place to explore mode creates an augmented experience of the real vehicle, by positioning the virtual 3D model of it in the AR world. The virtual vehicle can be placed on any horizontal flat surface, allowing the user to have a 360-degree view by moving around it, or by performing swipe gestures to rotate it on the screen. Users can zoom in and out the model or move the camera closer to the surface for a more precise and in-depth view.
The scan a real bike mode, on the other hand, is a combination of real objects, and AR. Users can scan a real vehicle by holding the device in front of it. Once detected, different features of the vehicle will automatically get highlighted by the pulsating hotspots on it. By tapping on them, users will get the x-ray vision of the functionality, and detailed explanation through audio-visual and textual format.
The 3D mode will be available for both AR & non-AR supported devices. Non-AR supporting devices will have only the 3D mode functionality where users will be able to rotate the vehicle 360-degree along with zoom in and out functionality, to have a better visual experience. To highlight the key features of the motorcycle, users can click on the pulsating hotspot enable icon, which will activate the key features on it, and provide audio-visual, and textual information. This option will also offer a suitable background for an enhanced experience. Here, the user can experience an aerial view of the vehicle using the camera option.
The app is now available on Google Playstore and Apple App store for customers.
Brands
Nykaa eyes majority stake in Deepika Padukone’s 82°E brand
Deal could help scale premium label as Nykaa sharpens its beauty play
MUMBAI: Nykaa is in advanced discussions to acquire a majority stake in 82°E, the premium skincare label founded by Deepika Padukone, according to media reports.
The proposed deal signals Nykaa’s intent to deepen its House of Nykaa portfolio while giving 82°E the scale it has struggled to achieve independently. Padukone is expected to retain a minority stake if the transaction goes through.
For Nykaa, the play is both strategic and timely. With a customer base of over 42 million, the company is betting on its strong distribution, logistics, and repeat purchase ecosystem to revive the brand’s momentum. The two sides already share a working relationship, with Padukone serving as Nykaa’s global brand ambassador since September 2025.
Launched in late 2022, 82°E entered the market with a premium positioning but has faced headwinds. The brand reported revenue of Rs 14.7 crore in FY25, down 30 per cent year on year, alongside losses of Rs 12.26 crore. Industry observers have pointed to steep pricing, a somewhat diffused brand identity, and intense competition from digital-first labels as key challenges.
The potential acquisition also reflects a broader shift in India’s beauty and lifestyle space, where celebrity-led brands are increasingly partnering with larger corporates to unlock scale. Alia Bhatt’s Ed-a-Mamma, for instance, sold a majority stake to Reliance Retail, while Katrina Kaif’s Kay Beauty has emerged as a standout success within Nykaa’s portfolio, clocking Rs 132.4 crore in FY25 revenue.
Nykaa itself has been on a strong growth trajectory. Its parent, FSN E-Commerce Ventures, reported a 156 per cent jump in net profit to Rs 68 crore in the December 2025 quarter, with revenue reaching Rs 2,873 crore.
Nykaa has been steadily building its portfolio through acquisitions such as Dot & Key, Earth Rhythm and Nudge Wellness, signalling a clear push to own and scale homegrown brands.
If the 82°E deal materialises, it could mark a fresh chapter for the label, blending celebrity appeal with corporate muscle. For Nykaa, it is another calculated step in staying ahead in an increasingly crowded beauty aisle.
