MAM
boAt signs Kartik Aaryan as brand ambassador
MUMBAI: boAt, a lifestyle brand that deals in fashionable consumer electronics like earphones, headphones, speakers, travel charger and premium rugged cables has signed on Bollywood actor Kartik Aaryan as its new brand ambassador to help steer the brand to its target audience of fashionable youthful consumers.
In a sector dominated by established global brands, boat has ramped up quickly in a short span of two years, through its core high-quality audio product line of smart, efficient, stylish and durable ‘hearables’. Bollywood’s rising star strengthens the brand narrative of boAt’s high tech solutions offering the best in style and fashion. With a strong focus on consumer desires and aesthetics, the brand has created products that seamlessly integrate into the evolved consumer’s personal style statement.
The trendy look and feel of the boAt bluetooth speakers and headphones have led to the new category of ‘hearables’ akin to fashion accessories. It has already created a community of over 800,000 boAtheads (consumers) who want to be seen listening and wearing their boAt accessories to make a lifestyle statement.
boAt co-founder Aman Gupta says, “We are hopeful he is going to take our brand’s style quotient to a whole new level. He complements our commitment to product designs and aesthetics and is seen as credible influencer amongst the new age millennials. Thus aligning with our brand image which is all about building brand equity through credible influencers and a strong word –of–mouth approach.”
Commenting on the association, actor Kartik Aaryan adds, “The brand perfectly represents a generation that is energetic, unapologetic and fun loving which resonates with my personality and age. The millennial audio brand offers designs that are bold, fresh and in line with the latest lifestyle trends, making it the preferred choice for those who looks to make a statement with their choice of accessories. I love the way the products seamlessly integrate into my lifestyle.”
Kartik gained popularity through his recent films Pyaar Ka Panchnama and Sonu Ke Titu Ki Sweety.
Launched in 2016, boAt is a lifestyle brand with fashionable consumer electronics products such as earphones, headphones, speakers, travel chargers and premium rugged cables. Whether it is the use of tough fibre to considerably extend the lifespan of its connector cables, or the waterproof bluetooth speakers or the ‘Bassheads’ series of wired headsets that were designed keeping in mind the preferences of listeners of both Indian music, as well as pop and electronic dance music. Every boAt innovation has consumer needs and desires at the core of its design.
boAt had recently raised 6 crore funding from Fireside Ventures.
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI:Â 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.
