Brands
Brooke Bond Taj Mahal extends classical music association with e-concerts
NEW DELHI: Due to the current nationwide lockdown, Indian classical musicians were looking for opportunities to continue performing for their audiences. Brooke Bond Taj Mahal recently launched the concept of live online Indian classical music concerts featuring gifted Indian classical musicians serenading audiences with specially-curated compositions from the confines of their homes.
Their limitless passion to deliver symphonies to the living rooms of their audiences prompted Brooke Bond Taj Mahal to extend its 30-year old association with Classical Musicians to create ‘Sur Ke Saath’, a line-up of 24 artists performing live for over two months.
Tea & Foods (HUL) vice president- Shiva Krishnamurthy, in a conversation with Indiantelevision.com, spoke about the insight behind its latest campaign, 'Sur Ke Saath' where it is bringing classical musicians together. “Brooke Bond Taj Mahal’s purpose is to champion Indian classical music," Krishnamurthy said. "Taj Mahal tea has always been associated with Indian classical music and has promoted it through some memorable and iconic advertising for over three decades. During the lockdown, classical musicians and classical music aficionados are not being able to experience the joy of live classical music performances. Brooke Bond Taj Mahal Tea believes that “the show must go on” and is proud to present “Sur ke Saath”, a series of live Indian Classical Music content on digital platforms of Facebook. Our endeavour is to urge people to support Indian classical music by coming to Taj Mahal Tea’s Facebook page every Sunday morning at 10 am. We hope that Brooke Bond Taj Mahal’s Sur ke Saath will make people say “Wah Taj!”"
Krishnamurthy also shed light on the future of e-concerts in India. He says that for the foreseeable future, there is likely to be an increase in the number of e-concerts. “For the sake of Indian classical music, I hope this turns out to be true. Virtual streaming and virtual gigs were a part of our life even in the pre-Covid2019 era. With physical distancing being the new norm, e-concerts have gained in popularity. It gives you a chance of attending sessions in any form, from the comfort of your home. And I see a lot of scope for e-concerts to grow as it gives budding musicians a platform to showcase themselves.”
This unique initiative is also being supported by Nirali Kartik who came on-board and helped in curating the weekly performances. Kartik is one of India’s popular Hindustani classical vocalists and the brand ambassador for Brooke Bond Taj Mahal Tea.
Krishnamurthy shares that the campaign has received an overwhelmingly positive response. “We have reached over 82 lakh people so far with this initiative. The most gratifying part is the love that we have received from the wonderfully talented musicians who have performed for us. Conceptualised by Ogilvy India, Sur Ke Saath has seen classical musical lovers join us every Sunday on the Facebook page of Taj Mahal Tea for two months, and this really motivates our upcoming artists to put up a great show.”
To spread the word about the campaign, the brand has a digital marketing plan to urge people to watch the e-concert. “We created a campaign video (https://www.facebook.com/watch/?v=565165081028169 ) with Nirali Kartik. Week-on-week, we create chatter around the artists performing for the week through different social media channels."
Due to the ongoing pandemic, people are spending more time at home, there is an increased consumption of tea. Brooke Bond Taj Mahal sees this as an opportunity to serve consumers with the finest of Indian tea and raga-themed virtual concerts performed by classical musicians.
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Brands
Reebok partners with Jerai Fitness for gym equipment in India
Long-term deal to manufacture and distribute Reebok-branded fitness products from April 2026.
MUMBAI: Reebok is pumping up its presence in India and this time, it’s bringing serious muscle to the gym floor. Jerai Fitness Limited, an Indian manufacturer with over three decades of experience in fitness equipment, has announced a first-of-its-kind long-term partnership with Reebok. Under the agreement, Jerai Fitness will manufacture and distribute Reebok-branded gym equipment across India and neighbouring countries including Sri Lanka, Bangladesh and Nepal. The products will be available from 1 April 2026.
The collaboration combines Jerai Fitness’ fully automated, technology-driven manufacturing facility with Reebok’s global brand legacy to redefine the fitness equipment ecosystem in the region.
Jerai Fitness Limited chairman & managing director Rajesh Rai said the partnership leverages advanced manufacturing capabilities to deliver high-quality products tailored to market needs.
Authentic Brands Group EVP of Reebok Steve Robaire noted that India is a dynamic and fast-growing fitness market. “Jerai Fitness brings the manufacturing expertise and local insight needed to deliver high-quality, performance-driven equipment at scale,” he said.
The partnership will introduce a comprehensive commercial range covering cardio, free weights, and high-end home-use equipment under two distinct series. All products adhere to international standards, including ISO 9001:2015, ISO 14001:2015, ISO 45001:2018, ASTM certifications, and European safety standards EN ISO 20957-1:2013, EN 957-2:2003 and EN 957-4:2006.
Jerai Fitness’ manufacturing facility features fully automated production systems and dedicated storage infrastructure. As of 31 August 2025, it had an installed annual capacity of 21,000 units.
The Reebok-branded equipment will be available pan-India through Jerai Fitness showrooms and official websites jeraihomegym.com and jeraifitness.com.
In a market where fitness goals are rising faster than dumbbells, this partnership gives Reebok the local strength it needs while giving Jerai Fitness a powerful global brand to flex. For Indian fitness enthusiasts and gym owners, the workout just got a stylish upgrade.
