MAM
Britannia enters chocolate segment
MUMBAI: Beginning the new year on a sweet note, Britannia Industries has forayed into the chocolate segment under the Pure Magic brand.
The company has launched Pure Magic Deuce, which is categorised as a premium offering priced at Rs 30 for a six-piece chocolate wafer pack in milk chocolate and white chocolate.
Pure Magic Deuce marks Britannia’s entry into ‘bridge products’, a lucrative and fast-growing segment within foods. The product consists of a dark, crispy biscuit with a slab of chocolate on top, which together delivers an enchanting, sensorial experience to the consumer’s palette.
Pure Magic Deuce is testimony to the company’s commitment to drive innovations, deliver superior product experiences and become a total foods company. Britannia believes that there has been no real innovation in the biscuits category in well over 8 years, and Pure Magic Deuce is the very first disruptive innovation that the category has seen in a long time. The product has gone through iterative development over the last year and a half in the company’s R&D centre and Danish technology has been deployed to manufacture the product.
Britannia Industries VP marketing Ali Harris Shere says, “Indian consumers are increasingly demanding new and unique formats and snacking experiences. What’s special about Pure Magic Deuce is its format; a slab of chocolate on a dark, crispy biscuit. This is truly the first disruptive innovation in the biscuit category in a very long time. We see this as a huge opportunity to expand our footprint in the macro-snacking category in India and move closer to our ambition of becoming a total foods company.”
The product format has been created keeping in mind, youthful, indulgence seekers, who are constantly on the look-out for new food and snacking experiences. The coupling of biscuit and a slab of smooth chocolate on top sets it apart from other chocolate biscuits in the market, like chocolate sandwich biscuits, chocolate chip cookies, centre filled cookies and others.
The product is currently only available in Delhi, Mumbai, Chennai, Bangalore, Coimbatore, Hyderabad and Pune.
Brands
Axis Bank named Official Banking Partner of DP World PGTI
Partnership supports all tournaments this season to grow professional golf in India.
MUMBAI: Axis Bank just teed up a hole-in-one partnership because when a bank sponsors golf’s biggest swing in India, even the fairways feel more financially secure. Axis Bank has been appointed Official Banking Partner of the DP World Professional Golf Tour of India (DP World PGTI), strengthening its commitment to sporting excellence and community engagement while backing the growth of professional golf across the country.
Under the partnership, Axis Bank will support all DP World PGTI tournaments this season, contributing to talent development, enhanced tournament experiences and wider fan engagement. The collaboration aligns the bank’s values of precision, discipline and trust with the Tour’s focus on performance and opportunity.
Axis Bank executive director Munish Sharda said, “We are pleased to partner with DP World PGTI as its Official Banking Partner. Golf embodies precision, discipline, and a pursuit of excellence qualities that strongly reflect who we are at Axis Bank. This association also strengthens our engagement with India’s growing premium customer segments, where the sport has a deep and enduring connect.”
Professional Golf Tour of India president Kapil Dev said, “We are extremely pleased to welcome Axis Bank as a Tour Partner of the DP World Professional Golf Tour of India. Partnerships of this stature play a vital role in strengthening the foundation of the Tour, enhancing opportunities for our players, and expanding the sport’s reach across the country.”
Professional Golf Tour of India CEO Amandeep Johl added, “Axis Bank’s strong legacy of excellence, innovation, and nationwide reach aligns perfectly with DP World PGTI’s goal to elevate professional golf in India and provide greater opportunities for our players.”
In a sport where every stroke counts and every partnership drives distance, Axis Bank isn’t just backing golfers, it’s investing in the fairway to future, turning India’s greens into a stage where precision meets passion and every drive has the power to inspire.
