MAM
Frido gets a grip on hockey comfort with Soorma Club partnership
MUMBAI: High-speed tackles, tight turnarounds and barely any recovery time elite hockey is as much about endurance as it is about skill. As the Hockey India League gears up for its 2025–26 season, comfort and recovery have found a new place on the team sheet.
Frido, India’s direct-to-consumer ergonomics and comfort solutions brand, has been named the official comfort partner for the JSW Sports-owned Soorma Hockey Club, covering both its men’s and women’s teams. The women’s league begins on 28 December 2025, followed by the men’s competition from 3 January 2026.
The partnership reflects a growing recognition that sustained performance across compressed league schedules depends not just on training intensity, but on recovery, injury prevention and everyday physical readiness. Hockey’s demands repeated sprints, abrupt changes in direction and constant physical contact leave little margin for error when it comes to player wellbeing.
As part of the association, Frido will equip Soorma Hockey Club’s squads with its range of comfort and orthotic solutions, designed to support athletes through match play, training sessions and recovery routines. Importantly, the same level of performance and recovery support will be extended across both the men’s and women’s teams, underlining the brand’s focus on equal access to science-led athlete care.
“At Frido, we believe elite performance deserves the right comfort and recovery support,” said Frido co-founder and CEO Ganesh Sonawane. “Partnering with Soorma Hockey Club allows us to extend this support equally to both men’s and women’s teams, reinforcing our commitment to empowering women in sport through meaningful, performance-led solutions.”
From the team’s perspective, the fit is a practical one. “Our players operate in an environment where physical readiness and recovery are non-negotiable,” said JSW Sports chief commercial officer Karan Yadav. “Frido’s understanding of ergonomics and athlete support aligns well with our approach to high-performance sport.”
The collaboration adds to Frido’s growing footprint in the sports ecosystem, as the brand looks to translate its athlete-focused learnings into everyday comfort solutions. For Soorma Hockey Club, it signals a season where marginal gains often decided off the pitch could make the difference when the whistle blows.
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.
