MAM
Celebrity couples endorse Aashirvaad’s juicy Soya Chunks in new TV campaign
MUMBAI : Preparing nutritious yet tasty meals is a daily challenge for many homemakers in West Bengal and Odisha. Aashirvaad Soya Chunks offers a simple solution high in protein, fat-free, and with a unique porous texture that absorbs masala for a rich and juicy taste.
In a vibrant new television campaign, renowned celebrity couples Subhashree Ganguly and Raj Chakrabarty and Archita Sahu and Sabyasachi Mishra bring their on-screen chemistry to the kitchen, highlighting the mouth-watering appeal of Aashirvaad Soya Chunks. Created by McCann, the adverts showcase the joy of cooking and sharing flavourful, wholesome meals.
With the catchy slogans ‘Juicy Jomjomati, Soya Fatafati!’ in Bengal and ‘Juicy Jete, Badiya Sete’ in Odisha, the campaign celebrates both taste and nutrition. Containing 53g of protein per 100g, free from preservatives and artificial stabilisers, Aashirvaad Soya Chunks are designed to be a kitchen staple for families seeking a balance of health and flavour.
Staples and Adjacencies, ITC Ltd COO Anuj Rustagi shared, “This product embodies our commitment to high-quality, nutritious food. Through this campaign, we aim to showcase the joy of home-cooked meals while highlighting the juiciness and protein-rich goodness of Aashirvaad Soya Chunks.”
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI: 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.
