MAM
Disha Patani is Myntra’s first-ever beauty brand ambassador
NEW DELHI: Ahead of the festive season, Myntra announces Bollywood actress, Disha Patani, as its brand ambassador to further consolidate its strong position in the massive and rapidly-growing beauty and personal care (BPC) market in India. Disha has made her mark as a household name after captivating the nation with some awe-inspiring performances both in Bollywood and International cinema. Her interactive social media presence, coupled with her dashing style quotient, will help Myntra penetrate wider geographies while driving recall for the category at scale.
Myntra has about 400 brands and over 14,000 products in the beauty and personal care category, across makeup, fragrance, hair, grooming & appliances, skin, bath and body, making it an integral part of the overall style portfolio. The category is loaded with authentic products from the best of brands and enjoys a high repeat ratio from customers. Myntra’s unique proposition of offering a holistic range of curated fashion and lifestyle products has given a boost to cross-selling between categories among its consumers, further driving its dominance in the BPC space.
Disha’s upcoming, first-ever, brand campaign for the category will further emphasise the distinct value proposition of the company being a leading fashion and lifestyle destination for an entire gamut of products. Her pan-India appeal will bring to the table a holistic representation of a tech-savvy, modern-day celebrity with the appeal to connect and engage with countless enthusiasts for beauty and personal care products across various age-groups.
Disha said, “Beauty is an integral part of my life, even more since I became a model. Myntra has consistently pioneered the path to self-expression through fashion and beauty for fashion-forward customers, including myself. Through this association with Myntra, I hope to inspire and help people across India on their journey towards discovering their own unique fashion styles and preferences.”
Myntra CEO Amar Nagaram said, “In a first-ever for Myntra, this association with Disha as our beauty brand ambassador represents our increasing focus on the booming Beauty and Personal Care segment. Through our tech-based personalization capabilities, a growing portfolio, and content innovation, we are extending our superlative consumer experience to cater to the beauty needs of consumers and help them complete the look. Disha joins our illustrious list of celebrity brand ambassadors ahead of the festive season and will help us in our vision of providing a holistic fashion and lifestyle offering to our fashion-forward consumers across the nation under one roof.”
Myntra Studio, a unique influencer led proposition, for fashion and lifestyle, helps Myntra keep high customer engagement. Myntra Studio’s 600+ influencers showcase the latest trends from the world of fashion, including beauty hacks and makeup tips. This unparalleled content-led personalisation feature, driven by influencers, has helped Myntra build brand salience and trust among its customers.
Disha has nearly 40 million followers on Instagram alone, and she will be a key driver of trends and styles in the beauty and personal care space for Myntra.
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.
