MAM
Boost partners Vodafone McLaren Mercedes team for Indian GP
MUMBAI: Boost, GlaxoSmithKline‘s malt based-health food drink in India, said it has partnered Vodafone McLaren Mercedes team for the upcoming 2012 Formula 1 Airtel Indian Grand Prix.
According to GSK, the association makes it the first by Indian consumer brand to partner with this team and which is on the back of a long-term strategic partnership that GlaxoSmithKline (GSK) has formed with McLaren Group globally.
The partnership is supported by a consumer contest being run by Boost and a national TV campaign that goes live soon, the company said.
As part of this association, the Boost brand logo will run on Lewis Hamilton and Jenson Button‘s race cars during the Grand Prix, with the chocolate flavoured health drink available for the team throughout the race weekend.
Speaking on the association, GlaxoSmithKline Consumer Healthcare Marketing Head Jayant Singh said, “It is an exciting partnership for the brand as Boost is the first Indian consumer brand to partner with the team, through which Boost‘s consumers will have a chance to view the race through the team‘s eyes. We would like to wish best of luck to Vodafone McLaren Mercedes for the upcoming 2012 Formula 1 Airtel Indian Grand Prix race.”
Vodafone McLaren Mercedes Team Principal Martin Whitmarsh said: “Our strategic partnership with GSK is a fast-moving and dynamic one. As such, we are looking forward to running Boost – one of India‘s leading consumer brands – on our cars for the Indian Grand Prix. The Buddh International circuit is one of the most exciting new venues in Formula 1 and India is a fantastic, growing market for grand prix racing. Indeed, this partnership is perfectly timed and hopefully augurs well for great success on the track this weekend.”
Brands
BlaBliBlu hits Rs 100 crore run rate within six months of launch
Affordable luxury fragrance brand rides youth demand and rapid adoption
NEW DELHI: BlaBliBlu has clocked an annual run rate of Rs 100 crore within just six months of launch, underlining the rapid rise of new-age fragrance brands catering to India’s young consumers.
The startup, founded by Palash Arneja along with Rajat, Kushal and Durgesh, is currently operating at a monthly run rate of Rs 8 crore. The milestone places it among the fastest-growing entrants in India’s competitive fragrance market.
BlaBliBlu’s growth story hinges on a clear gap it spotted early on. Consumers typically had to choose between expensive international perfumes and lower-priced options that often compromised on quality or longevity. The brand positioned itself in between, offering fragrances priced under Rs 1,000 while maintaining premium-like performance.
A key differentiator has been its product formulation. With a fragrance oil concentration of around 25 per cent, the company claims its perfumes deliver longer-lasting wear comparable to higher-end global brands. Combined with sleek packaging and design, the products have resonated with younger buyers looking for both style and substance.
“Reaching a Rs 100 crore annual run rate within six months is an exciting milestone that shows strong customer demand across India,” said BlaBliBlu founder Palash Arneja. He added that the brand’s focus has been on delivering premium-quality scents while keeping them accessible, supported by continuous feedback and product innovation.
Instead of relying heavily on marketing spends, the company has leaned on a product-led growth strategy. Its trial packs, priced at Rs 399, allow customers to sample multiple fragrances before committing to a full-size purchase. The option to redeem the trial cost or opt for a refund has helped reduce hesitation and build trust among first-time buyers.
Customer insight has also played a central role in shaping the brand. Before launch, the team conducted on-ground research across malls and retail spaces to understand preferences. Since then, feedback from thousands of users has fed into product development and brand decisions.
Looking ahead, BlaBliBlu plans to expand its portfolio into adjacent categories such as body washes, roll-ons and car fragrances, while also exploring niche scent offerings.
With a strong start and a clear value proposition, the brand’s early momentum suggests it is well placed to carve out a lasting space in India’s evolving fragrance market.
