MAM
Essel launches Itz Cash to partner Playwin
MUMBAI: Another innovative product comes out of the Essel group.
The Subhash Chandra led company which spawned the money spinning online lottery venture in the country, Playwin, has floated another product that will not only entice introduce a payment mode for applications like shopping online, surfing the net , making overseas calls but also to play Playwin games by calling from a telephone or cell phone.
Itz Cash, launched by a Essel company Intrex India recently, has made a quiet entry in the market, supported by a radio and print campaign and easy availability at all pre-paid cellular outlets and Playwin terminals in Mumbai. While the product basically attracts cell phone users (chiefly the SEC A and B consumers, who have thus far shunned online lottery) into playing the fortune games, allowing them to play Super Lotto, Thunderball and Max Lotto, the company has also tied up with Orange to enable consumers to play Super Lotto via SMS.
The compnay has also tied up with Rediff.com to induce online viewers into using the stored value card for online shopping and with HCL Infinet for enabling payment for buying and renewal of Internet connections.
According to the official Itz Cash website, the parent company Intrex India Limited is a public limited company incorporated in 2000 by the Essel Group, set up wit to play a revolutionary role in the financial services industry. Intrex, says the site, has set up two innovative businesses within the span of two years of its operations – the Intrex Trade Exchange and ITZ Cash.
ITZ Cash introduces multipurpose stored value cards of various denomination (Rs 100, Rs 250 and Rs 500) which can be used to purchase various goods and services from affiliated merchants based on an ‘anywhere, anytime’ concept. This, the company aims, will offer an opportunity to various business organizations to sell their product and services to consumers.
Brands
Never Grow Up launches The Monday Bar energy snack
New nutraceutical bar with ashwagandha and zero added sugar targets daily work stress.
MUMBAI: The Monday Bar just turned the most dreaded day of the week into something almost bearable because when your energy comes without the crash, even Mondays start feeling like a plot twist. Never Grow Up has introduced The Monday Bar, a nutraceutical energy bar formulated specifically for the sustained mental and physical demands of modern working life rather than short bursts of intensity. Unlike conventional energy snacks loaded with sugar, the bar uses zero added sugar or preservatives and relies on stress-conscious botanicals Jatamansi, Valerian Root and Ashwagandha to support steady energy while respecting the body’s need for balance.
Never Grow Up sssociate director Abhishek Hawal said, “Fatigue isn’t just physical, it’s deeply mental. The pressure to stay switched on, make constant decisions, and perform 100 per cent adds up over time. The Monday Bar supports the part of the workday that often gets ignored: mental steadiness. Not with a sugary quick fix, but with something people can rely on, day after day.”
The launch reflects years of observing how work culture has evolved rising mental load, constant stimulation, shrinking recovery time and responds with a product designed as an everyday staple rather than an occasional boost. By choosing ingredients that promote calm focus over temporary highs, the bar aligns with growing consumer awareness around long-term health, ingredient transparency, and work-life sustainability.
In a world that still wears exhaustion like a badge, The Monday Bar quietly asks a smarter question, what if the real productivity hack isn’t pushing harder, but staying steadier? One bite at a time, it’s proving that sometimes the best way to conquer Monday is to outlast it without the crash landing.
