Brands
ASICS launches online marketplace in India
MUMBAI: Fitness brand ASICS has announced the launch of its e-commerce website for the Indian market. The newly launched website is a one-stop destination for all ASICS products across its categories and has been specifically introduced to meet the growing demand in the country with a focus on catering to the fast-paced lifestyle of millennials.
A company statement shares that the e-commerce site is a step to make the brand more accessible to consumers in tier II and III markets, strengthening its reach in the country by extending a safe avenue to access authentic brand offerings. The new e-commerce portal is designed to make ordering, deliveries and payments easier and faster for all ASICS consumers.
ASICS India MD Rajat Khurana said, “With the launch of the website, we are looking to rapidly expand our consumer base and delight users across new and upcoming markets. The launch of the website allows us to be a step closer to our consumer so that we can directly and constantly communicate with them.”
ASICS brand ambassador Bhuvaneshwar Kumar said, “It is very important for an athlete to have the right kind of fitness gear for an effective training and ASICS not only provides the necessary support but has also devised path-breaking technologies which can impact one’s performance greatly. Considering the fast-paced lives in today’s world, it’s of great convenience to everyone to be able to shop the best – quality and authentic ASICS products online. The launch of the retail website makes it easier for fitness enthusiasts to shop for good sportswear at their ease.”
The new ASICS website will host all the latest collections and favourites from the brand portfolio, including many global top sellers, like GEL Kayano, Hyper GEL, GEL KENUN, GEL Nimbus among other popular styles.
In the future, the website will have an ASICS One ID integrated on the website, which will enable consumers to buy apparels and shoes from all three brands; ASICS, Onitsuka Tiger, and ASICSTIGER all in one cart.
Brands
Mother’s Recipe launches Summerwala Sharbat range
Five nostalgic flavours priced at Rs 215 aim to tap summer refreshment demand.
MUMBAI: Call it a sip of summer nostalgia, Mother’s Recipe is bottling childhood memories and pouring them back into the present. The homegrown ethnic food brand has introduced its Summerwala Sharbat range, a five-flavour line-up designed to recreate the familiar tastes and rituals of Indian summers, while catering to modern consumption habits. The range features Mango Panna, Rose Syrup, Jeera Masala Syrup, Khus Syrup and Lemon Ginger Squash, each rooted in flavours that have long defined seasonal refreshment across Indian households. From the tang of raw mango to the cooling comfort of khus, the portfolio leans heavily into recall, not reinvention.
At a time when brands are increasingly leaning on nostalgia as a strategic lever, Mother’s Recipe is positioning Summerwala Sharbat as both a functional beverage and an emotional cue. The idea is simple: revive the small, everyday rituals post-play drinks, family gatherings, the clink of ice in a glass that once defined summer afternoons.
The products are packaged in 750 ml PET bottles and priced at Rs 215, targeting both routine household consumption and social occasions. Distribution spans leading e-commerce platforms as well as select offline retail outlets.
Mother’s Recipe executive director Sanjana Desai said the intent was to bring back flavours tied to “taste, routine and home”, while making them relevant for today’s consumers.
The move reflects a broader shift in the beverages market, where heritage-led storytelling and familiarity are increasingly being used to stand out in a crowded, innovation-heavy category.
With Summerwala Sharbat, Mother’s Recipe isn’t just selling a drink, it’s selling a season, one glass at a time.
