MAM
Fulcro appoints Brijesh Parmar as executive creative director
MUMBAI: Brijesh Parmar will now lead the Art team at Fulcro, and has been appointed as the Executive Creative Director – Art in the organization. With 3 Cannes and multiple international design awards under his belt, Brijesh brings 15 years of wide experience in creative communication. He was one of the brains behind some of the most enthralling campaigns such as SaregamaCarvaan, Fogg perfume body spray, McDonalds, Bajaj Electricals, TATA Capitals, Cadbury Eclairs, KenStar, and Red Chief to name a few. The current gamut of brands under his purview include Bajaj Electricals, Asus Mobiles, Hero, Morphy, Pearson Education HDFC Bank, Aristocrat luggage and Anchor by Panasonic.
Speaking about his association with Fulcro, Brijesh, said, “I am happy to come on board Fulcro and head the design and creative team here. Design thinking and creativity are the highlight of all ad campaigns today and an important aspect of the digital market. I hope to bring in more value add to the process at Fulcro with my experience, and look forward to a creative and fruitful association with the team going forward.”
Adding his comments, Mr.Sabyasachi Mitter, Founder and Managing Director, Fulcro said, “It is indeed heartening to have someone like Brijesh on board the Fulcro bandwagon. He brings immense experience in compelling storytelling and is someone with meticulous precision in whatever task he undertakes. We are sure that with his guidance, our team will bring out some successful campaigns that are sure to resonate with the target groups. We welcome him to the team.”
Over the years, Brijesh’s work has won top honours at over 25 awards including Cannes, New York Festival, Andy Awards, Spikes Asia Advertising Festival, and AP Ad Fest – across all marketing communication verticals – print, radio, TVC, BTL & outdoor, as well as digital. With him, brands have succeeded in creating impactful communication, breaking the clutter of monotony.
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.
