Brands
Audi India rolls out ‘My Auras’ to turn every drive into a mood-driven escape
MUMBAI: Audi India is dialling up the senses. The German carmaker has unveiled My Auras, a new in-vehicle experience platform that turns the daily drive into a curated mix of sound, comfort and ambience, as luxury carmakers race to make cabins as smart as smartphones.
Launched in Mumbai on 04 February 2026, My Auras is available via MyAudi Connect and integrated directly into compatible Audi vehicles. The promise is simple but ambitious: move ownership beyond mobility and into a hyper-personalised lifestyle experience.
Framed as an extension of Audi’s Vorsprung durch Technik philosophy, the system blends intuitive technology with the emotional side of driving, aiming to forge a tighter bond between car and driver on every trip. A single interface links Apple Music, ambient lighting, climate control, aromatisation, massage and ventilation.
Balbir Singh Dhillon, brand director, Audi India, said the push reflects a customer-centric strategy focused on adaptive experiences. Today’s users, he argued, expect technology to respond to their lives and moods. My Auras delivers preset “moods” that can be calming, energising, festive or celebratory, making each drive feel intentional rather than routine.
At the heart of the system is one-click multi-sensory control. Instead of adjusting settings one by one, drivers can trigger a full atmosphere in a tap, synchronising lighting, music, temperature, seat comfort, massage and ventilation.
Apple Music integration plays a central role, intelligently curating and syncing playlists to match the selected theme, creating a cohesive auditory backdrop for the journey. Advanced airflow management adjusts to driver preferences to maintain cabin comfort in varying conditions.
Seat systems go further. Adaptive massage and temperature controls automatically activate heating, cooling and massage functions based on the chosen mood, pushing the idea of a “personalised drive” into literal physical comfort.
Audi is also pitching My Auras as a stress-buster. The app promotes relaxation on commutes and long journeys, while built-in roadside assistance and vehicle service features within the same application aim to cut driver anxiety and add peace of mind.
There is a celebratory angle too. Festive themes can be customised for cultural and seasonal occasions, and a birthday mode can switch on automatically on a user’s special day, adding a touch of theatre to the start button.
Compatibility stretches across much of Audi India’s line-up, including the Audi A and Q ranges, the e-tron electric range and the RS performance models. Specifically, the feature scales across models such as the A4, Q3, Q3 Sportback, Q5, A6, Q7, Q8, RS Q8 and Q8 e-tron.
Access comes through MyAudi Connect on iPhones or directly via the car’s infotainment system. The system is designed exclusively for iOS users, supported on select iPhone models and iOS versions, and is available on vehicles from model year 2024 onwards.
As cars become software-defined machines, the battleground is shifting from horsepower to headspace. With My Auras, Audi is betting that the future of luxury is not just how a car drives—but how it makes you feel when you do.
Brands
Devyani International Ltd plans three-subsidiary merger to streamline operations
QSR operator moves to streamline structure and unlock operational synergies
Devyani International is tightening its corporate kitchen. The quick-service restaurant operator has approved a scheme to merge three subsidiaries—Sky Gate Hospitality, Blackvelvet Hospitality and Say Chefs Eatery—into the parent company in a bid to simplify its structure and sharpen operational efficiency.
The decision was cleared at a board meeting on March 10 and disclosed in a regulatory filing to the stock exchanges. The merger will take effect from April 1, 2025, subject to statutory approvals.
All three transferor companies are direct or indirect wholly owned subsidiaries, meaning no fresh shares will be issued and the shareholding pattern of Devyani International will remain unchanged once the scheme is completed.
The subsidiaries together operate more than 100 outlets—including dine-in restaurants and cloud kitchens, spread across over 40 cities such as Delhi NCR, Mumbai, Kolkata and Bengaluru.
Devyani International, the largest franchisee of Yum Brands in India, said the consolidation is aimed at generating operational synergies, optimising resource utilisation and reducing layers within the corporate structure.
Financially, the move brings together businesses of varying scale. As of March 31, 2025, Devyani International reported a net worth of Rs 10,381.02 million and turnover of Rs 33,493.33 million. Sky Gate Hospitality posted a net worth of Rs 761.14 million with turnover of Rs 2,657.57 million, while Blackvelvet Hospitality and Say Chefs Eatery reported smaller operations and negative net worth.
The merger will consolidate these operations under a single corporate umbrella as the company sharpens its focus on scale and efficiency.
Devyani International currently runs more than 2,000 outlets across over 280 cities in India, Nigeria, Nepal and Thailand. Its portfolio includes franchise rights for brands such as Pizza Hut, KFC, Costa Coffee, Tea Live, New York Fries and Sanook Kitchen, alongside its own food brands.
With the paperwork underway and approvals pending, Devyani is essentially clearing the corporate clutter—turning three subsidiaries into one tighter, leaner operation. In the QSR world, even the back office needs a spring clean.
