MAM
Elegant Steel celebrates Durga Puja with ‘The Steel Within’ campaign
Mumbai: As the country readies itself to immerse in the grand annual five-day celebration of Durga Puja which pays homage to the goddess Durga, homegrown manufacturer of iron and steel products Elegant Steel has marked the occasion with the launch of its new film called ‘Narishakti– The Steel Within.’
The film, conceptualised by FCB India, showcases how even as we celebrate the power of women for the nine days of Navratri, we disempower her for the rest of the year.
Directed by Pritha Chakraborty, the TVC aims to highlight how our women are either cast as goddesses or objects of desire, but rarely is an attempt made to understand them for who they really are. The rousing film ends on the note “This pujo, we honour the steel within,” and is dedicated to all those women who were judged and whose mettle was tested to serve the popular narrative to keep women “in their place.”
“This work is brave because many brands are aware of how social media tries to objectify and classify women, but nobody has spoken about it,” said FCB India creative chairperson Swati Bhattacharya. “Elegant steel asks us to celebrate the steel in us and continue to be the woman we want to be even if it rattles some people.”
The film celebrates how even one woman freeing herself from the narrative, can inspire millions to break free, refuse to be cowed down and write their own story.
“Our values have always stood for quality, strength and resilience and this Durga Puja we wanted to celebrate these exact same values we see in every woman who has gone through the fires of being judged and tested and has emerged stronger,” stated Elegant Steel chairperson Swati Agarwal.
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI: 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.
