Brands
Aditya Birla Capital hires former TV executive Khushbu Shah as brand lead
MUMBAI: She has got into the ABCD of leading a brand, that is Aditya Birla Capital Digital. Khushbu Shah spent a good six years at Zee Entertainment where she rose to become associate director marketing at the time of her departure from the entertainment major in April 2024
Prior to that Khushbu was head of marketing at Times Network when she left it in October 2018 after a stay of two years. She also worked at Fame Digital for nearly two years. A long stint at 9X Media saw her leading marketing and partnerships for music TV channels – a position she enjoyed so much she stayed put there for more than five years.
She also got exposure to sales techniques at one of the top organisations in media – Bennet Coleman & Co where she worked for a couple of years.
She also had a long period of working as a trainee in both Dentsu and The Times of India immediately after finishing college.
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A high scoring student, she got herself an MBA in marketing from the SP Jain School of Global management. All that education and exposure should help Khushbu as she gradually grows into her new role at Aditya Birla Capital.
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.
