MAM
Atlas Cycles signs Suniel Shetty, Sania Mirza as brand ambassadors
MUMBAI: Atlas Cycles has signed on actor, Suniel Shetty and Wimbledon Junior champion Sania Mirza as brand ambassadors for its range of bicycles.
Shetty with his mass appeal will endorse the company’s Standard Roadster range of bicycles. Sania Mirza who will be seen for the first time in an ad will endorse the Atlas Women’s range of bicycles.
Commenting on the occasion, Atlas Cycles joint president Gautam Kapoor said, “Atlas Cycles is proud to be associated with Suniel Shetty and Sania Mirza. Both are extremely talented and highly regarded role models who are continually striving to excel further in their respective fields. We at Atlas Cycles also believe in the same values and hope that this association will help us to further reach out to our customers across all age groups and segments.”
Ride along: Suniel Shetty & Sania Mirza
The print and electronic ad campaigns with Shetty are being created by Leo Burnett. The first series of ads for the company’s new range of roadster Samrat will be unveiled later this month. The ad campaign for the Women’s bicycle range with Mirza namely Atlas Swan would be viewed soon too.
Commenting on his association with Atlas Cycles, Shetty said, “The first bicycle I rode as a child was an Atlas and the brand has been close to my heart since then. It feels good to be associated with such an enduring brand with the ability to positively touch millions of people around India. I believe in Atlas’s commitment to blend the traditional and the modern by offering affordable bicycles in all categories.”
“Suniel Shetty apart from endorsing the Roadster Samrat would also feature in Atlas Cycles major brand Goldline Super,” said Atlas Cycles DGM (marketing and communication) Anuj Gupta.
Said Mirza, “I am happy to be associated with Atlas Cycles, one of the top bicycle producing companies in the world. The Company’s philosophy and spirit of ‘Racing Ahead Of Times’ has impressed me a lot.”
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI: Jubilant FoodWorks Limited has landed in a tax tussle after receiving a GST demand of Rs 47.5 crore from the office of the additional commissioner of CGST and central excise in Thane, Maharashtra.
The order, issued under the provisions of the Central Goods and Services Tax Act, 2017, relates to an alleged incorrect classification of certain services under the category of restaurant services. According to the tax authorities, this classification resulted in a short payment of goods and services tax for the period between the financial years 2019-20 and 2021-22.
The demand includes Rs 47.5 crore in GST along with an equal amount as penalty, in addition to applicable interest. The order was received by the company on March 13, 2026.
In a regulatory filing to the BSE Limited and the National Stock Exchange of India Limited, the company said it disagrees with the order and believes its arguments were not adequately considered.
The company is preparing to challenge the decision and plans to file an appeal. It added that once the redressal process is complete, the demand is likely to be dropped.
Despite the sizeable figure attached to the notice, the company said it does not expect any material impact on its financials, operations or other activities.
The disclosure was signed by Suman Hegde, EVP and chief financial officer, who confirmed that the company received the order at 19:06 IST on March 13 and has already initiated steps to contest it.
The development places the quick service restaurant major in the middle of a tax debate that could hinge on how certain restaurant-linked services are classified under GST rules. For now, the company appears ready to take the matter from the tax office to the appeals desk.
