Brands
Chef Vikas Khanna finds #BharatKaAsliSwad with Organic Tattva
Mumbai: Organic Tattva, a pioneering organic food brand committed to delivering purity and nourishment through their organic flour and pulses range of products proudly announced chef Vikas Khanna as their champion to promote organic flour and pulses. Building on synergies, OT and chef Khanna are committed to promote health-conscious living and ethical consumption.
Organic Tattva, a leading provider of naturally grown and 100 per cent certified, authentic organic food has taken the first step towards educating and building differentiation amongst consumers with chef Vikas Khanna for the organic flour and pulses category. Today’s consumer is aware and conscious of healthy choices while at the same time, there is increased awareness around switching to purity and thus preferring organic over the regular counterparts in the market.
Vikas Khanna expressed enthusiasm about partnering with Organic Tattva, stating, “I am thrilled to align with Organic Tattva, a brand that shares my passion for promoting wellness and ethical living. Together, we aim to inspire consumers to adopt healthy eating habits while emphasising the importance of choosing organic, wholesome foods for a balanced and sustainable lifestyle. I value this partnership more as the overall impact on our agricultural land and future is immense .”
Excited to share this news, Organic Tattva co-founder Kriti Mehrotra expressed, “We are opening 2024 on a beautiful note of collaborating with Chef Vikas Khanna who is a testimony to great taste, healthy living, and sustainability. A true son of the soil he has been a brilliant advocate of going back to roots and his honest approach to promoting healthy living has encouraged us to join hands and make genuine impact on the food choices of the consumer. His dedication to health and wellness perfectly aligns with our values, and we are confident that this collaboration will resonate with our consumers.”
The partnership and the communication for the same was put together by Maximus Collabs, a Mumbai-based creative agency and production house. The upcoming ad campaign featuring Vikas Khanna will be launched across various media platforms, showcasing the fusion of creativity, culinary artistry, and organic living.A perfect blend to healthy and hearty living.”
Sharing insights on the partnership, Maximus Collabs director Manisha Singh expressed, “Our collaboration with both Organic Tattva and Chef Khanna is defined by creativity, innovation, and a shared passion for excellence and promoting the purpose behind the business. Together, we have strived to create an impactful campaign that will resonate with audiences and help them adapt to changes which are as basic as switching to the right ingredient and making more informed choices.”
As a part of the collaboration, a teaser was released on chef Vikas Khanna’s Instagram handle that focussed on adulteration and asking viewers to share their views on “Bharat Ka Asli Swaad.”
Brands
Devyani International Ltd plans three-subsidiary merger to streamline operations
QSR operator moves to streamline structure and unlock operational synergies
Devyani International is tightening its corporate kitchen. The quick-service restaurant operator has approved a scheme to merge three subsidiaries—Sky Gate Hospitality, Blackvelvet Hospitality and Say Chefs Eatery—into the parent company in a bid to simplify its structure and sharpen operational efficiency.
The decision was cleared at a board meeting on March 10 and disclosed in a regulatory filing to the stock exchanges. The merger will take effect from April 1, 2025, subject to statutory approvals.
All three transferor companies are direct or indirect wholly owned subsidiaries, meaning no fresh shares will be issued and the shareholding pattern of Devyani International will remain unchanged once the scheme is completed.
The subsidiaries together operate more than 100 outlets—including dine-in restaurants and cloud kitchens, spread across over 40 cities such as Delhi NCR, Mumbai, Kolkata and Bengaluru.
Devyani International, the largest franchisee of Yum Brands in India, said the consolidation is aimed at generating operational synergies, optimising resource utilisation and reducing layers within the corporate structure.
Financially, the move brings together businesses of varying scale. As of March 31, 2025, Devyani International reported a net worth of Rs 10,381.02 million and turnover of Rs 33,493.33 million. Sky Gate Hospitality posted a net worth of Rs 761.14 million with turnover of Rs 2,657.57 million, while Blackvelvet Hospitality and Say Chefs Eatery reported smaller operations and negative net worth.
The merger will consolidate these operations under a single corporate umbrella as the company sharpens its focus on scale and efficiency.
Devyani International currently runs more than 2,000 outlets across over 280 cities in India, Nigeria, Nepal and Thailand. Its portfolio includes franchise rights for brands such as Pizza Hut, KFC, Costa Coffee, Tea Live, New York Fries and Sanook Kitchen, alongside its own food brands.
With the paperwork underway and approvals pending, Devyani is essentially clearing the corporate clutter—turning three subsidiaries into one tighter, leaner operation. In the QSR world, even the back office needs a spring clean.
