MAM
Chennai Super Kings ropes in Levista Coffee as official partners
NEW DELHI: In a first of its kind partnership, one of South India’s most preferred and favorite coffee brand, Levista Instant Coffee is on-board as ‘Official Licensed Coffee Partner’ for Chennai Super Kings this season of Dream11 IPL 2020. In a distinctive brand partnership with Chennai Super Kings (CSK), one of the revered teams in IPL, it also marks a distinctive milestone for a coffee brand to associate with the annual sporting extravaganza. Through this association, the brand will launch a special season/ limited edition package in its instant coffee range as well as other collector’s worth combo packs with special Thala MS Dhoni and CSK team keepsakes, a coveted range for both coffee and cricket fans.
The special CSK packaging and Levista “Special CSK combo packs” will be available from 10th September 2020 at over 34,000 general trade stores, in India as well as in modern retail formats through Reliance Retail, More Supermarkets, SPAR, Metro Cash & Carry among others. The range will also retail online at Amazon, Big Basket, Flipkart, and Udaan to ensure the special collector worthy packs are available to all in India and Internationally. Fans will also have the opportunity to place direct orders through Levista Coffee’s Facebook, Instagram, LinkedIn, and Twitter pages. To ensure a memorable consumer experience the brand will formulate daily game highlights, fun trivia, and contests that will take the love for Coffee, CSK, and Cricket to the next level across their digital platforms.
As the gameplay shifts to UAE this season, the championship is expected to garner a lot of enthusiasm and interest among fans and followers of the game. There is anticipation and excitement from viewers and participants of IPL to see the players back in action after the ongoing series being plagued with a delay due to the unprecedented Covid-19 crisis worldwide.
Speaking on the association, Levista Coffee VP S. Shriram said, “We at Levista are ecstatic to announce our partnership with team CSK as their ‘Official Licensed Coffee Partner’ this season of Dream11 IPL 2020. Cricket and Coffee are desires that satisfy both the mind and body. It awakens and brings to fore creativity with renewed energy. The quality and flavor of Levista Instant coffee resonates with the vivacity and passion of all CSK and cricket fans. We look forward to delighting our consumers and CSK loyalists, one cup at a time. Brand Levista is honored to be part of this association which will also aid in relief fund contributions to the PM CARES Fund program through the sale of CSK combo packs. We look forward to driving support for team CSK with each cup of coffee and look forward to a successful ‘CUP’ winning for the team at Dream11 IPL 2020.”
Commenting on the partnership, Chennai Super Kings CEO KS Viswanathan said: “CSK is happy to welcome Levista on board as official Licensed Coffee Partner. Coffee and cricket conversations go hand in hand, and this IPL season Levista promises to enhance this experience for cricket fans with a special edition across their range of products.”
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI:Â 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.
