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
Kaayu Rituals enters India with science-backed daily Ayurvedic wellness
UK-backed brand turns self-care into structured daily rituals for modern India
NEW DELHI: UK-backed wellness brand Kaayu Rituals has officially arrived in India, offering a fresh take on Ayurvedic self-care. The brand blends age-old rituals with modern science, making preventive wellness a daily habit rather than an occasional indulgence.
With interest in Ayurveda surging across the country, consumers are increasingly seeking solutions that go beyond treatment to focus on consistent self-care. Kaayu Rituals aims to meet this demand by creating a structured framework for inner wellness, herbal teas, skincare, and haircare, all designed to encourage long-term consistency and measurable wellbeing benefits.
Founder and CEO Preeti Choudhary, a regulatory affairs veteran with 18 years’ experience spanning pharmaceuticals, medtech, microbiology, and global compliance, explained the brand’s unique approach. “After nearly two decades in healthcare regulation, I realised we apply extraordinary rigour to crisis care but not to daily stress, hormonal health, or emotional wellbeing,” she said. “India doesn’t need more wellness products. It needs structure, consistency, and trust. Ayurveda has always offered that. We are simply bringing modern regulatory rigour and clarity to it.”
Unlike conventional wellness brands, Kaayu Rituals focuses on ritual-first engagement rather than purely product-led offerings. Its science-backed approach promises transparency, safety, and quality assurance, setting a new standard in a largely unstandardised self-care market.
The brand will launch with a direct-to-consumer model through kaayurituals.com, before expanding to curated retail and wellness partnerships across major urban centres in 2026.
