Brands
Autocar India and Mahindra & Mahindra unveil the success of #WomenWithDrive
Mumbai: The third edition of the #WomenWithDrive campaign jointly organised by Autocar India and Mahindra & Mahindra was the biggest yet with a record number of women participants from all over the country joining the day-long adventure drive.
The #WomenWithDrive initiative held every year to celebrate International Women’s Day aims to motivate more women to get behind the wheel and enjoy the thrill of driving. It encourages them to step out of their comfort zone by driving on highways, off-roading, and pushing their limits on an autocross track behind the wheel of a Mahindra SUV
The event commenced with a grand flag-off ceremony on the sprawling grounds of the Grand Hyatt Mumbai which has been the venue partner for the past two years. The presence of Member of Parliament North Central Mumbai, Shrimati Poonam Mahajan, added to the prestige of the event as she gave an inspirational speech to the women participants “Women are the real drivers of this country, the driving force and should always be in the driver’s seat’ she said. Shrimati Mahajan flagged off the 12 Mahindra SUV convoy with 36 women who drove to Aamby Valley. From doctors to lawyers and entrepreneurs, the participants experienced an array of activities including a highway convoy drive, a competitive autocross timed against the clock, and an off-roading exercise, all aimed at fostering confidence, skill, and safety behind the wheel.
Mahindra & Mahindra Ltd VP & head of global brand and marketing communications, automotive division Neha Anand. expressed her enthusiasm, stating, “At Mahindra, we are committed to driving change and empowering women to take the wheel – literally and metaphorically. Our #WomenWithDrive initiative, in collaboration with Autocar India, embodies this spirit. Now in its thrilling third edition, it’s been inspiring more women to explore and savour the freedom of adventure in our flagship SUVs. We invite participants to join us for a day of exhilarating experiences, witness our products in action, and share the sheer joy of driving with their circle. Here’s to celebrating more miles of empowerment and adventure as we pave the way for a brighter, more inclusive future!”
Sonia Paul, Cluster Director of Marketing, Hyatt Hotels Corporation, said, “This experience with Autocar India & Mahindra Auto was unforgettable and exhilarating. This is our second year of collaboration which is also the 20th Anniversary of Grand Hyatt Mumbai. Looking forward to more grand Memories like these.”
Sneha Soneji, Skincare & Makeup Consultant enthused. “Enjoyed bonding and making friends during the adventurous event. Everything, from the journey to Lonavala to the activities and off-roading, surpassed expectations. Videos can’t capture it all. Despite initial fear, gained remarkable confidence. Will return for more!
Pooja Jambotkar, a content creator and mom, also shared her enthusiasm, saying, “My first Thar 4×4 experience was amazing! What began as a simple drive with friends turned into thrilling drifting and off-roading. Loved it!”
With each edition building upon the success of the previous, #WomenWithDrive continues to pave the way for women to excel in driving scenarios traditionally dominated by men. Autocar India and Mahindra & Mahindra look forward to future editions, promising even more exhilarating experiences and opportunities for empowerment.
Brands
Zydus Wellness expands Ritebite Max Protein into new formats
RTD shakes, ghee jaggery bars and Korean chips target $10–12 bn protein market.
MUMBAI: Protein is no longer just gym talk, it’s making a full-course entry into everyday India. Zydus Wellness Ltd. is stretching its Ritebite Max Protein portfolio across three new formats, signalling a sharper push to turn protein from a niche supplement into a daily habit. The expansion brings ready-to-drink (RTD) protein shakes, culturally rooted ghee jaggery bars, and Korean-inspired protein chips under one umbrella, an attempt to build what the company calls a “multi-format protein ecosystem”. The move targets India’s rapidly expanding protein market, currently estimated at $10–12 billion and growing at a mid-teen CAGR.
The numbers suggest the strategy already has legs. In Q3 FY26, Ritebite Max Protein posted near double-digit EBITDA margins following its acquisition, driven by distribution expansion, product innovation and broader category tailwinds.
At the centre of the rollout is convenience. The newly launched RTD shakes available in Choco Burst and Berry Blush deliver 26 grams of protein per 250 ml serving, designed for on-the-go consumption. Meanwhile, the “Roots” Ghee Jaggery Protein Bars blend traditional Indian ingredients with whey and casein, offering 10 grams of protein and 4 grams of fibre per serving.
But the play isn’t just about nostalgia. On the other end of the spectrum, Korean-flavoured protein chips featuring variants like Hot Chilli, Barbeque and Gochujang tap into global snacking trends. Each 60-gram serving delivers 10 grams of protein and 4 grams of fibre, alongside claims such as no palm oil and gluten-free formulation.
The broader insight is clear: the protein category is fragmenting along lifestyle lines. One cohort is leaning into familiarity and traditional formats, while another is chasing novelty and international flavours. Zydus is betting it can straddle both worlds.
With a nationwide rollout planned across e-commerce and quick-commerce platforms, the company is positioning Ritebite Max Protein not just as a product line, but as a day-long consumption habit, one shake, bar, or chip at a time.
