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
Jubilant Foodworks to end Dunkin’ franchise in India
Pizza chain operator will not renew agreement when it expires at end of 2026.
MUMBAI: When the doughnuts stop turning and the coffee goes cold, even a global giant like Dunkin’ can find the Indian market a tough brew to crack. Jubilant Foodworks has decided not to renew its franchise agreement with Dunkin’ when the pact expires on 31 December 2026, according to a Reuters report. The operator, best known for running Domino’s outlets in India, said it would evaluate options for its existing Dunkin’ stores, including a potential sale or transfer of franchise rights, in consultation with the US-based brand.
The decision follows years of underperformance in a market where local tastes and intense competition have made it difficult for international coffee-and-doughnut formats to gain traction. Jubilant, which has increasingly focused on its core pizza business and newer bets like Popeyes, indicated that the exit would not materially affect its financial or operational position.
Dunkin’ accounted for just 0.61 per cent of Jubilant’s revenue in the fiscal year ending 2025 and recorded a loss of approximately Rs 191 million, according to a regulatory filing. The company operated 27 outlets as of December 2025, having shuttered seven stores over the preceding year.
The retreat comes even as Jubilant’s broader business shows signs of momentum. The company reported a 65 per cent rise in quarterly profit for the October to December period, reaching Rs 70.9 crore, up from Rs 42.91 crore a year earlier.
For Jubilant, the exit reflects a sharpening strategic focus. For Dunkin’, it marks another setback in a market that has proven resistant to imported café concepts without significant localisation.
In the cut-throat world of Indian quick-service restaurants, sometimes the sweetest deals are the ones you quietly walk away from leaving more room for the brands that truly rise to the occasion.
