MAM
Consumer audio brand boAt scripts a new strategy for a melodious growth in India
MUMBAI: The award-winning consumer audio brand – boAt has roped in Bollywood's versatile vocalist Neha Kakkar for their ‘Soul of the Musicians’ campaign. The youth icon will further strengthen the brand appeal among the musicophiles. The company will roll out a 360-degree advertising campaign featuring the new brand captain across print and digital platforms. Neha will also be seen as the celebrity face on the packaging of select boAt products. Last year boAt also roped in Punjabi singer Guru Randhawa for the ‘Soul of the Musicians’ campaign.
The celebrated Neha Kakkar has been a judge on shows like Indian Idol Season 10 and Sa Re Ga Ma Pa L'il Champs. She gained popularity through her songs like London Thumakda for the movie Queen, Main Tera Boyfriend for the movie Raabta and more.
Commenting on the association, Aman Gupta, Co-founder, boAt said, “Music is the soul of our brand. The vivacious Neha has created new benchmarks in singing through her melodious voice. She is a youth icon, and is immensely loved by her fans. She has the same passion as we have and represents our core belief in providing a great sound experience. We are pleased to welcome her to the boAt family.”
The new boAt-head Neha Kakkar, commented “I’m extremely thrilled to be on board as the face of boAt. The millennial audio brand is known for its tech quality and design. I personally love their products and I look forward to this collaboration.”
Neha is the latest one to join the star studded roster of the brand which already includes the likes of Bollywood actors Jacqueline Fernandez, Kartik Aaryan, Kiara Advani, and singer Guru Randhawa, cricketers Hardik Pandya, K. L. Rahul, Shikhar Dhawan, Jasprit Bumrah, Rishabh Pant and Prithvi Shaw.
In a sector dominated by established global brands, boAt has ramped up quickly in a short span of three years, through its core high-quality audio product line of smart, efficient, stylish and durable ‘hearables’. The brand has already registered INR 100 crores in FY'18 as gross sales and is eyeing INR 500 crores in the next few years. With a strong focus on consumer desires and aesthetics, the brand has created products that seamlessly integrate into the evolved consumer’s personal style statement. The trendy look and feel of the boAt speakers and headphones have led to the new category of ‘hearables’ akin to fashion accessories. boAt has already created a community of over 1,200,000 boAtheads (consumers) who want to be seen listening and wearing their favorite audio accessories to make a lifestyle statement.
boAt products are available both online (Amazon, Flipkart, Myntra, Snapdeal, etc.) and offline (Croma retail, Vijay Sales, Poorvika Mobiles, etc.)
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.
