MAM
Frido partners with Kaizzen to redefine comfort with strategic flair
MUMBAI: Comfort meets strategy, and the result? A whole lot of swagger for your home and lifestyle.
Frido teams up with Kaizzen to bring ease and innovation into every Indian household. On 17 January 2025, Frido announced its partnership with Kaizzen, marking a new chapter in its decade-long journey of redefining everyday living with cutting-edge ergonomic solutions.
Frido isn’t just about furniture; it’s about freedom—freedom to walk, sit, and sleep better. From pioneering the ‘Frido Go’, the first self-propelled shower wheelchair, to introducing Dual Gel Insoles and the quirky-yet-practical suitcase-folding commode wheelchair, Frido has revolutionised ergonomic living. And now, with products like the ‘ultimate mattress’, ‘deep sleep pillows’, and ‘ergonomic cushions’, they are making comfort a lifestyle.
But here’s the real question: Can Frido take its game to the next level? That’s where Kaizzen steps in.
Kaizzen, an award-winning communications agency with 16 years of experience, knows how to craft stories that stick. They’ve mastered the art of making brands shine, and Frido is no exception. With a mix of digital marketing, public relations, and corporate communications, Kaizzen plans to elevate Frido’s message to reach over 100 million Indians.
“Frido’s mission to transform lives through innovation resonates deeply with us,” said Kaizzen COO Nikhil Pavithran. “Our goal is to create a narrative that establishes Frido as the gold standard in ergonomic solutions while making comfort and accessibility universal priorities.”
Frido’s founder & CEO, Ganesh Sonawane couldn’t be more excited about the partnership, “At Frido, we aim to make daily living effortless with thoughtfully designed products. Kaizzen’s expertise in strategic communication will help us showcase how our innovations are improving the quality of life for millions.”
With this collaboration, Frido aims to inspire a future where innovation meets accessibility at every corner.
Think of a world where you don’t just dream of comfort—you live it.
Kaizzen will bring this vision to life through compelling campaigns, turning Frido’s products into household essentials. Who wouldn’t want a mattress that feels like a hug or a wheelchair that practically glides on its own?
Are you ready to Frido your way to a better life?
Brands
Reliance Retail acquires Priyanka Chopra Jonas’s haircare brand Anomaly
India’s biggest retailer bets on clean, vegan haircare as it muscles into the country’s fast-growing beauty market
MUMBAI: Reliance Retail has acquired Anomaly, the global haircare brand founded by actor and entrepreneur Priyanka Chopra Jonas, in a move that hands India’s largest retailer full ownership of one of the more internationally recognised homegrown beauty labels. Financial terms were not disclosed.
The deal covers Anomaly’s trademarks, brand assets and digital properties, giving Reliance Retail complete ownership of the brand’s intellectual property and digital ecosystem. Chopra Jonas, who launched Anomaly in 2021, will stay on as creative director, overseeing innovation, product development and brand vision.
Built on a clean, vegan and high-performance positioning at accessible price points, Anomaly has established an international presence across multiple global markets since its launch. Reliance Retail now plans to scale the brand aggressively through its expansive offline retail network and omnichannel platforms, including Tira, its beauty retail arm. India will be a priority market, with a focus on developing products tailored to Indian hair and scalp needs. The company also has its eye on North America, the United Kingdom and the Middle East.
Isha Ambani, who oversees Reliance Retail’s consumer businesses, was forthright about the strategic logic. “Bringing Anomaly into our portfolio marks a strategic step in expanding our basket of new-age, high-growth beauty brands,” she said. “Anomaly’s strong global positioning, clean formulation philosophy, and accessible pricing make it a compelling addition to our ecosystem.” She added that Reliance saw “immense potential in collaborating with Priyanka to scale the brand in India by leveraging our omnichannel capabilities and deep consumer insights, while continuing to grow its international presence.”
Chopra Jonas framed the acquisition as a milestone rather than an exit. “This is a defining moment for Anomaly,” she said. “What began as a deeply personal journey has grown into a brand with real purpose and global ambition, and Reliance Retail’s acquisition marks an exciting new chapter.” She added that Reliance’s “scale, retail expertise, and commitment to innovation will allow us to bring Anomaly to far more consumers in India and around the world.”
The acquisition slots neatly into Reliance Retail’s broader push into premium and digital-first consumer brands across fashion, beauty and personal care. In a beauty market growing at pace and increasingly receptive to clean, ingredient-conscious formulations, Anomaly gives Reliance a brand with genuine international credibility and a founder whose global profile does the marketing almost by itself. For Chopra Jonas, it means her haircare label gets the retail muscle of India’s most powerful consumer conglomerate behind it. Not a bad chapter two.
