Brands
Asics signs Ravindra Jadeja as face of the brand
NEW DELHI: Japanese sports wear brand Asics India has signed Ravindra Jadeja as its new brand ambassador.
With Asics’ brand philosophy of enabling ‘A Sound Mind in a Sound Body’, this partnership lends itself naturally to propagate a healthier lifestyle in order to connect with the technologically and momentum driven consumers, the company said.
Asics India & South Asia MD Rajat Khurana said, “We are elated to announce our association with the stellar Ravindra Jadeja from the Indian cricket fraternity with Asics India. We deeply admire and respect the consistency and commitment with which he has played on the field, demonstrating the core spirit and essence of any tough sport – determination and versatility. Ravindra’s limitless energy & inspiring potential weave seamlessly with our brand ethos to encourage people to experience the transformative power of sport, not just on the body but on the mind.”
Through this partnership, the brand hopes to support and encourage people to experience the transformative power sports has to change one’s life in a positive and immensely meaningful way, added Khurana.
“Asics has an incredible track record for helping athletes across sports and enabling them to reach the peak of their sport,” said Jadeja. “I deeply cohere with their vision and philosophy and hope that together we are able to drive a more relevant and meaningful change in the minds and lives of young athletes. Our aim is to improve participation of Indian youth in sports and I am confident of catalysing a positive change in this direction with Asics.”
Asics India’s partnership with Jadeja would further strengthen the company’s commitment, spread awareness about the diverse offerings and magnify the reach of the brand during the ongoing IPL season, it added.
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.
