MAM
AlterType and Chalet bring joy to hospitality
MUMBAI: Chalet Hotels’ new-age premium lifestyle brand, Athiva Hotels & Resorts, has arrived with a smile, and a promise. Its debut brand campaign, Joy Is On The House, crafted by creative agency AlterType, redefines premium hospitality by blending authentic joy, wellness, and sustainability in equal measure.
Launched with a cinematic film, the campaign introduces Athiva not just as a hotel brand, but as a place “where guests don’t just check in, they come home.” The brand’s first property, Athiva Resort & Spa, Khandala, opened in October, with new destinations in Navi Mumbai, Aksa Beach, Goa and Kerala soon to follow.
“Athiva embodies the perfect balance between the assurance of the expected and the delight of the unexpected,” said Chalet Hotels Ltd vice president – marketing & sales Rachit Gupta. “Designed for modern travellers, Athiva stays rooted in Indian warmth while offering contemporary experiences that inspire joy and connection.”
From naming to narrative, AlterType has been integral to shaping Athiva’s brand DNA. “We wanted to build something that doesn’t just advertise joy, but quietly delivers it, from booking to check-out,” said AlterType co-founder & managing director Siddharth Loyal.
Through film, digital storytelling, and immersive on-ground experiences, Joy Is On The House positions Athiva as a new benchmark in premium hospitality, one where joy isn’t just an offering, it’s the entire experience.
Brands
Dabur buys minority stake in Ras Beauty for Rs 60 crore
Dabur Ventures deal backs fast-growing luxury skincare brand
MUMBAI: Dabur India Limited has dipped into the world of luxury skincare, signing a definitive agreement to acquire a minority stake in Ras Beauty Private Limited for Rs 60 crore. The investment marks the first bet from Dabur Ventures, the FMCG major’s Rs 500 crore platform set up in October 2025 to back high-potential, new-age direct-to-consumer brands.
Founded in Raipur by Shubhika Jain, her sister Suramya Jain and their mother Sangeeta Jain, Ras Beauty has grown from a family-led passion project into a fast-scaling “Farm-to-Face” skincare label. Its range of face elixirs, serums and moisturisers blends essential oils with nature-derived actives, striking a balance between botanical purity and laboratory precision.
The numbers tell their own story. Ras has clocked a three-year Cagr of around 75 per cent and an annual run rate of approximately Rs 100 crore, all while maintaining strong gross margins. That growth has been fuelled by a digital-first approach, in-house R&D and manufacturing, and a sharp focus on clean, sustainable sourcing.
Dabur India executive director and group head corporate strategy Abhinav Dhall, said the company was drawn to Ras’s distinct positioning at the intersection of nature, science and luxury. He added that the premium beauty segment is poised for robust expansion over the coming decade, and that Ras is well placed to capture that opportunity.
For Ras, the partnership is as much about scale as it is about shared philosophy. Co-founder and CEO Shubhika Jain said Dabur’s 141-year legacy of building trusted, purpose-led brands makes it a natural ally. The capital infusion, she noted, will help accelerate the brand’s omnichannel footprint, deepen research capabilities and invest in team and brand building, with an eye on establishing Ras as a leading Indian luxury skincare name both domestically and overseas.
With this move, Dabur is not just investing in a skincare label. It is placing an early wager on India’s growing appetite for premium, conscious beauty, and signalling that heritage FMCG players are ready to play in the new-age D2C arena.
