MAM
AXN, Hong Kong Tourism tie up for joint awareness initiative in India
As awareness campaigns go this one’s certainly off the beaten trail. Action channel AXN and the Hong Kong Tourism Board (HKTB) have tied up for the Hong Kong AXN Challenge. The India leg of this ‘adventure race with a difference’ is to be held in Mumbai on 9 March.
For AXN, the event is a continuation of its efforts to expand ground presence, while the HKTB is using it as an opportunity to promote Hong Kong as being more than just a business hub – a destination for action and adventure as .
The race kicks off on 9 March from Marine Drive in south Mumbai with the finish line 30 km away in the western Mumbai suburb of Bandra.The race, which includes swimming (in the open sea), running and cycling, tests the two-person teams’ physical endurance, abilities and teamwork.
And packing some brain into the equation, the Hong Kong AXN Challenge tests the teams’ mental agility with a series of brain teasers about Hong Kong to be issued at various check points along the route.
The winning team will be sent to Hong Kong to compete with the best racers from Hong Kong, Philippines, Singapore, Malaysia and Thailand for the ultimate prize – to become the Hong Kong AXN Challenge Champion.
The Hong Kong race, which promises to be even more rigorous, includes sea swimming, sea kayaking, trail running, climbing, abseiling, orienteering and commando crawling. The entire event will be captured on-air and broadcast on AXN later in the year.
Says, Rohit Bhandari, senior marketing manager, AXN: “It’s very exciting to work with the Hong Kong Tourism Board on this event due to the synergy in our marketing and brand values.”
“The Hong Kong AXN Challenge provides us with an excellent platform to showcase the multi-faceted dimensions of Hong Kong,” said David Leung, regional director for South and Southeast Asia, Hong Kong Tourism Board. “Through promotions like the Hong Kong AXN Challenge, we aim to showcase our lesser known treasures – the historical, cultural, natural and scenic beauty of Hong Kong which also lends itself to a multitude of adventure-filled lifestyle activities.”
Designed on the lines of Eco-Challenge, the adventure race telecast on AXN, the Hong Kong AXN Challenge will further entrench the channel’s brand values by offering viewers the opportunity to interact directly with the channel and personally experience the ‘buzz’ that AXN offers.
Brands
Sapphire Foods FY26 revenue rises to Rs 3,125 crore, posts loss
Q4 revenue at Rs 792 crore, FY26 loss at Rs 32 crore amid cost pressures.
MUMBAI: If growth is on the menu, profitability seems to have taken a brief detour. Sapphire Foods India reported a steady rise in topline for FY26, even as rising costs weighed on profitability. Revenue from operations grew to Rs 3,125 crore for the year ended March 31, 2026, up from Rs 2,882 crore in FY25. However, the company swung to a loss, reporting a net loss of Rs 32 crore for FY26, compared to a profit of Rs 17 crore in the previous year. Total income for the year stood at Rs 3,153 crore, while total expenses climbed to Rs 3,167 crore, reflecting pressure across key cost heads.
In the March quarter, revenue came in at Rs 792 crore, compared to Rs 711 crore in the same period last year. The company reported a quarterly net loss of Rs 13 crore, against a profit of Rs 2 crore a year earlier.
Cost pressures remained visible across operations. Material costs rose to Rs 995 crore for FY26, while employee expenses increased to Rs 428 crore. Other expenses, the largest component, stood at Rs 1,229 crore, underscoring the impact of store operations and expansion-related spends.
Depreciation and amortisation expenses also climbed to Rs 392 crore for the year, reflecting continued investments in store infrastructure and growth.
At the operating level, the company reported a loss before tax of Rs 37 crore for FY26, compared to a profit of Rs 23 crore in FY25. Exceptional items added Rs 24 crore to the cost burden during the year.
On the balance sheet, total assets rose to Rs 3,256 crore as of March 31, 2026, up from Rs 3,041 crore a year earlier, indicating ongoing expansion. Net worth stood at Rs 1,389 crore.
Despite profitability pressures, operating cash flow remained resilient at Rs 507 crore, highlighting underlying business strength and demand stability.
The numbers paint a familiar picture in the quick-service restaurant space, growth continues to be served hot, but margins are still finding their footing.
