Brands
Aditya Birla appoints Jaskaran Bir Singh as business head of Simon Carter
Former Myntra and Flipkart executive to lead brand across channels
BENGALURU: Aditya Birla Lifestyle Brands Limited has appointed Jaskaran Bir Singh as business head of Simon Carter, entrusting him with the task of scaling the menswear brand’s presence in India.
In his new role, Bir Singh will oversee the brand’s operations across all sales channels, spanning strategy, design, product development, buying and merchandising, retail operations and marketing, as Simon Carter accelerates its expansion in the country.
He joins from Myntra, where he spent nearly five years in senior roles, most recently as associate director and chief of staff. During his tenure, he also led brand management and licensing for international labels including French Connection and Kenneth Cole within the Flipkart Group ecosystem.
Bir Singh has previously held leadership roles at Flipkart and earlier worked with Aditya Birla Fashion and Retail Limited, where he managed key portfolios such as Van Heusen. His career has centred on brand building, licensing, profit-and-loss ownership and omni-channel retail growth.
The appointment reflects Aditya Birla Lifestyle Brands’ intent to bring tighter operational control and sharper brand focus as Simon Carter seeks a larger share of India’s premium menswear market.
Brands
ITC Sunfeast Farmlite launches Sugar Free Cookies range
New variants offer guilt-free indulgence for health-conscious snackers.
MUMBAI: ITC Sunfeast Farmlite is sweetening the deal for biscuit lovers who want to have their cookie and eat it too without the sugar. The better-for-you biscuits range from ITC Foods has expanded its portfolio with the launch of an all-new Sugar Free Cookies line, aligning with the company’s vision of ‘Help India Eat Better’. The range is designed for consumers who are rethinking sugar in their daily snacking but refuse to compromise on taste and indulgence.
The collection debuts with two tempting variants: Choco Nut Cookies and Hazelnut & Oats Cookies. Both are a source of protein and contain no trans-fat, while the Hazelnut & Oats variant is also lactose-free.
ITC Ltd. vice president (marketing), biscuits, foods division, Suraj Kathuria said, “At Sunfeast Farmlite, we believe mindful snacking should never come at the cost of indulgence. With this launch, we are catering to the growing need for guilt-free snacking while delivering a rich, satisfying cookie experience.”
ITC Ltd. vice president & head of food sciences for foods division Dr Shantanu Das added, “We have applied robust food science to develop cookies that are sugar-free while preserving the taste and texture consumers love.”
Each cookie comes in convenient single-serve packs to maintain texture and freshness. Both variants are available in 100g packs priced at ₹100 and can be found on quick-commerce platforms including Blinkit, Swiggy Instamart, and Zepto.
In a market increasingly leaning towards healthier choices, ITC Sunfeast Farmlite’s new Sugar Free Cookies prove that cutting sugar doesn’t mean cutting joy. For the health-conscious yet indulgent snacker, this could be the perfect bite-sized solution.
