Brands
A century of sweetness as Hershey’s syrup hits the hundred mark
MUMBAI: It’s not every day a kitchen staple hits a century and does it with this much flair. As Hershey’s Syrup gears up to celebrate its 100th birthday in 2026, Hershey India is whisking up a full-year celebration that’s more indulgent than a triple-chocolate sundae.
Titled Pour a Little Magic With Hershey’s Syrup, the campaign is a gooey blend of nostalgia, creativity and community love headlined by longtime brand ambassador and culinary charmer chef Ranveer Brar. The festivities kicked off with a teaser that had Brar’s fans seeing the number “100” pop up in oddly sweet places, sparking curiosity like a mystery mousse.
The syrupy surprise was soon revealed: a centenary celebration that invites consumers to join the fun by submitting their coolest, quirkiest summer recipes using the iconic chocolate syrup. Milkshakes, popsicles, desserts, you name it top 100 entries win a limited-edition recipe book co-created (and signed) by chef Brar himself, plus a chance to be featured on Hershey’s official Instagram page.
Hershey India is going full swirl with the commemorative fun, launching a digital-first campaign, a 100-year promo pack, and in-store activations to sweeten the deal. And if that’s not enough, there’s more cooking in the second half of the year expect more sugar-fuelled activities aimed at fans with a sweet tooth and a creative streak.
Commenting on the campaign Hershey India & APAC, marketing director, Kamy Devaguptapu said, “As we celebrate 100 years of Hersey’s Syrup, we are reminded of the countless moments of joy and creativity the brand has inspired across the world. This campaign is a tribute to our loyal consumers who have made Hersey’s Syrup a beloved part of their lives.”
Chef Ranveer Brar said, “Hershey’s Syrup is more than just an ingredient, it’s been part of countless memories and sweet moments in kitchens across the country. This campaign is a wonderful opportunity to showcase people’s culinary creativity by reimagining summer with Hersey’s Syrup. We invite you to share your unique recipes and inspire others with the magic of Hersey’s Syrup.”
As the syrup turns 100, it seems the recipe is simple, one part nostalgia, one part innovation, and a generous pour of magic. Ready, set, swirl.
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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.
