Brands
‘ChampionforChampions’ is just not a campaign but rather an initiative that celebrates women champions from different walks of life: Shruti Kapoor
Mumbai: Paree Sanitary Pads, a home-grown brand by Soothe Healthcare has been actively working with real life women champions toward prioritizing menstrual health for women in India. This International Women’s Day, Paree Sanitary Pads extends its support to young female Indian athletes under #ChampionForChampions campaign. With this initiative, the brand celebrates and supports the sportsmanship of these young athletes who are passionate and poised to make it big in their respective sports.
With an aim to celebrate womanhood and open conversation around menstrual hygiene, Paree has created a digital film with an anthem with the female athletes and actress & brand ambassador Janhvi Kapoor.
Soothe Healthcare is a ‘Spirit of Manufacturing’ award-winning company engaged in manufacturing, distribution, and marketing of consumer hygiene products, is the parent company of feminine care brands Paree, as well as baby care brand Super Cute’s and adult care brand Super Life. Soothe Healthcare is constantly working towards making a positive impact in the community by bringing simple, affordable, and reliable healthcare products. Paree is the only brand in India to have US FDA registration (U.S food and drug administration).
Indiantelevision.com spoke to Shruti Kapoor, senior marketing manager, Paree Sanitary Pads by Soothe Healthcare on their new campaign, the initiative of partnering with women athletes and addressing the issues of menstrual hygiene
On the thought behind the Campaign #ChampionForChampions
We at Paree Sanitary Pads do not see ‘ChampionforChampions’ as just a campaign but rather an initiative that celebrates women champions from different walks of life. In our capacity, we want to honour, celebrate, and shine a light on their achievements and contribution to the society. By dedicating brand Paree’s offering to these real-life champions, we want to raise awareness on the important subject of Menstrual Hygiene, from one Champion to the other. Year on year, we want to make this initiative bigger to encourage women to make menstrual health a priority.
This year, we have joined forces with young women athletes and extended our support to them through a sponsorship program. We believe that sometimes all that a champion needs is the right support and through this association, we are not just helping these champions but also aim to encourage other girls and tell them that once you decide there’s nothing that can stop you from achieving your goals
On the USP of Paree
As a brand, Paree understands the many avatars of the modern Indian woman and the same is reflected in our products and communication both. Our products deal with real problems that women face during periods and we talk about it openly. Even in our brand initiatives we always take a progressive approach be it talking about PMS or encouraging women to prioritize their menstrual hygiene and wellness.
On Paree’s association with young female athletes
This International Women’s Day, Paree Sanitary Pads has joined hands with five female Indian athletes who are poised to make it big with their sheer grit and determination we at Paree want to help them achieve their goals.
Through this association with Sporting Ethos, Paree has extended its support to female athletes across different sports through a sponsorship program. Under this, the brand stands with five very talented and young female athletes: Narmada Nithin, who recently won Gold in ISSF Shooting World Cup in Cairo 2023, Shikha Yadav, a member of the Indian Senior Women’s Rugby Team, Ruchi Yadav & Raziya Khan, represent Delhi in Sub Junior National Football Championship & Dolly Gola who is a Para athlete and has won two gold’s in Discus Throw. As a proud, young Indian brand we want to positively impact the lives of young aspiring women having one common goal to ‘Reach for the Sky’.
On dispelling the myth that menstruation being considered as an obstacle in women’s routine lives, especially when it comes to sports or achieving their dreams
Culturally menstruation has been a hushed-up topic in our society ridden with myths and lack of awareness. As mentioned earlier Paree has always taken a progressive approach towards period related communication be it through our products or initiatives. From talking openly about real problems that women deal with during period like Heavy Flow and our solution driven products to our TVC which gives a positive spin to the oft repeated remark use for girls – iske toh parr nikal aaye by showing the brand ambassador Janhvi Kapoor confidently owning her period by going ahead with her dance rehearsals and saying Haan mere par nikal aaye! Even when it comes to topical campaigns like Valentine’s, we have urged men to be a part of the period conversation.
We believe that more the volume of open and honest conversation around period and period related products the more confident the girls will feel to take period as a regular part of their lives and not something that holds them back.
On the other initiatives to be taken by Paree
We believe any initiative that is started with a good intent tends to go a long way. We introduced #ChampionForChampions back in 2020 for female police officers during the Covid phase and in the last 2 years the program has grown by leaps and bounds with Paree having reached out to 20000 female police officers across 65 cities. The voices that have joined us in this initiative are adding so much volume to the message of Menstrual Health Prioritisation that we feel humbled. When you work towards the right direction relentlessly, you are eventually joined by forces who will accelerate your purpose. Hence, we will work towards expanding ‘ChampionforChampions’.
Whatever initiatives we have taken so far and the ones we will work on in the future, it will always be with the intention of making menstrual hygiene a priority and positively impacting the lives of the women.
On the issues of menstrual hygiene among girl students studying in Government schools
Period Poverty is one of the major issues in India with less than 20 per cent women having access to hygienic menstrual protection and with very high rate of girls dropping out of schools due to lack of menstrual awareness. As a proud Indian brand, we understand the importance of raising awareness on this topic and are our continuously working towards this under our initiative PareeVartan.
Under PareeVartan we conduct various activities for making menstrual hygiene a priority. We recently adopted 100 schools in the state of Bihar to provide sanitary pads to the girls in these schools. Along with this the brand also hosts Menstrual Hygiene Awareness Programs in schools focused on menstrual wellness and good hygiene practices that one must follow. Apart from Bihar this initiative has now been extended to UP, MP and Rajasthan as well.
Brands
India’s food culture takes a bold turn in 2025
From fusion desserts to experiential dining, four trends reshape how the nation eats.
MUMBAI: India’s plates just got a serious upgrade in 2025 because when tradition meets TikTok and fusion meets fitness, even the humble samosa starts feeling trendy. The Godrej Food Trends Report 2025 predicted several shifts in Indian eating habits, and the past year proved the forecasters right. From reimagined desserts to immersive dining experiences, Indian consumers showed they want authenticity, convenience, global flavours and health in equal measure.
Here are four trends that truly came alive in 2025 and are now shaping how India eats and dines:
1. Indian Desserts Get a Modern Makeover Traditional mithai found fresh life through fusion experiments. Cheesecakes, truffles and plated desserts inspired by classics like gulab jamun and rasgulla gained popularity, while chocolate-forward, fruit-led and lower-sugar options appealed to younger diners. According to the How India Eats 2025 report, desserts and ice-cream parlours were among the fastest-growing segments in organised food services. Examples: The Bombay Canteen’s Coffee Rasgulla Sundae and Le Chocolate Cakes and More’s Gulab Jamun Cake. Chef Aarohi Sanghavi of Maki Patisserie noted the shift toward seasonality and fresh Indian produce, while Chef Heena Punwani of Maska Bakery highlighted the appeal of flexible, weekend-special menus.
2. Social Media Becomes the New Menu Food discovery went fully digital. Instagram Reels, YouTube reviews and creator-led content heavily influenced dining choices, with food remaining one of the most consumed categories on social media. Restaurants began designing visually striking dishes specifically for shareability, while many diners found new spots through viral videos rather than traditional advertising. The How India Eats 2025 report revealed that over 75% of marketing spends by leading QSR chains now go toward digital channels. Cafes like Mokai and Candies became creator favourites, and brands such as Bastian Hospitality curated highly shareable pop-ups and events. Kavita Rajwade of IVM Podcasts emphasised how long-form storytelling helps decode food’s cultural and economic layers, while Pranav Joshi of Floydian Cookery admitted his page grew far beyond expectations.
3. Snacking Culture Goes Mainstream India’s love for snacks evolved into a full grazing lifestyle, with many opting for multiple small bites throughout the day instead of three structured meals. This shift spurred innovation in formats—from gourmet chips and fusion street food to protein-packed options. Restaurants responded with small-plate menus designed for sharing. The How India Eats 2025 report noted that late-night orders grew nearly 3x faster than dinner. Brands like The Whole Truth Foods and Green Snack Co. popularised clean-label snacks such as protein bars and roasted nuts. Madhushree Basu Roy of Pikturenama Studios predicted a mix of convenience, health consciousness and global influences, while freelance food writer Sharmila Vaidyanathan observed that consumers want the best of both worlds healthy options for routine snacking and traditional treats for special occasions.
4. Dining Becomes an Experience, Not Just a Meal The most noticeable shift was the rise of experiential dining. Consumers increasingly sought restaurants that offered more than good food, they wanted immersion, storytelling and chef-driven concepts. Venues like Papa’s in Mumbai (intimate tasting menus), Bombay Daak (theatrical regional flavours) and Masala Library (modernist presentations) turned meals into memorable events. Tasting menus, themed pop-ups and chef collaborations became more common, transforming dining out into entertainment. The How India Eats 2025 report highlighted how experience-led formats and storytelling are key to attracting younger diners. Chef Karan Upmanyu of ParTTwo in Bengaluru observed that new outlets are breaking away from rigid formats, focusing instead on creating relaxed spaces where people simply enjoy spending time.
As 2026 unfolds, these trends suggest India’s food culture is no longer just about what’s on the plate, it’s about how the plate makes us feel, connect and remember. From a quick Reel-inspired snack to a full theatrical dining experience, Indian diners are voting with their forks for food that is both rooted in tradition and unafraid to experiment. The table, it seems, has never been more exciting.
