Brands
G.O.A.T Brand Labs and THG Ingenuity announce strategic partnership for Indian consumer brands’ e-commerce acceleration
Mumbai: G.O.A.T Brand Labs and THG Ingenuity, the technology services division of THG Holdings plc, the proprietary unified commerce platform specialising in taking brands direct to consumers globally and scale, have announced a strategic partnership to build and execute localised digital capabilities together in India.
THG Ingenuity is a unified commerce platform with a full stack technology, digital and operations omnichannel capabilities, and is preferred by several leading direct-to-consumer (“DTC”) and consumer brand giants across the world and in India.
The alliance between G.O.A.T Brand labs and THG Ingenuity will see the companies work together to develop localised digital capabilities to help India’s leading consumer brands scale up their e-commerce businesses, representing a significant step towards future-proofing the robust growth of the Indian DTC ecosystem. Furthermore, as a leading DTC player in India, G.O.A.T Brand Labs’ partnership with THG Ingenuity will provide it with additional services to help homegrown DTC brands make mindful, data- backed decisions to expand their reach to global audiences via e-commerce channels.
Backed by over 18 years of expertise in digital studios and creative, digital marketing and trading and through investment in proprietary technology, operations, brand and data, THG Ingenuity has helped power e-commerce and DTC growth for many of the world’s leading brands.
THG Holdings plc is the owner of the world’s largest sports nutrition brand, Myprotein, which has seen strong DTC growth in India in the last five years through being underpinned by Ingenuity’s core technology, operations infrastructure and digital services, including its unique influencer and content creator model.
Rishi Vasudev and Rameswar Mishra founded G.O.A.T Brand Labs in May 2021 with a vision to ‘Make Indian DTC Stars World Famous’. G.O.A.T Brand Labs and THG Ingenuity’s partnership brings it closer to its goal of making homegrown DTC companies celebrated globally.
Speaking about the partnership, THG Ingenuity CEO Vivek Ganotra said, “We are delighted to be working with G.O.A.T Brand Labs in helping brands in the DTC space scale up. I have been impressed with Rishi’s clarity of vision and focus on turbocharging DTC in India. Aligning with Ingenuity’s vision for brands to help them grow exponentially in the e-commerce sphere, we see that our partnership will help G.O.A.T Brand Labs’ brands and other Indian DTC brands to scale their e-commerce evolution to become the market leaders of their kind.”
G.O.A.T Brand Labs CEO and co-founder Rishi Vasudev said, “We are looking forward to this partnership with THG Ingenuity. This will help several consumer brands in India who are looking at scaling up and making their DTC presence more robust. Currently, our own acquired lifestyle brands are strengthening their presence in India and in global markets – US and GCC countries. THG Ingenuity will also help bolster their presence globally.”
Brands
KKR sixes to power EV charger rollout under VIDA campaign
Cricket meets clean mobility as big hits spark India’s charging growth
NEW DELHI: VIDA, the electric mobility arm of Hero MotoCorp, has teamed up with Kolkata Knight Riders to launch a campaign that turns cricketing flair into real-world impact.
Titled ‘6 for 6’, the initiative promises to install a 6kW fast EV charger for every six hit by KKR during the ongoing Indian Premier League season. The idea is simple but powerful, as each big hit on the field contributes directly to expanding India’s fast-charging infrastructure.
The campaign builds on VIDA’s growing network, which already spans over 5,300 fast-charging points across more than 430 cities. With EV adoption gaining pace, the brand is using cricket’s mass appeal to accelerate both awareness and infrastructure growth.
Explaining the thinking behind the move, Hero MotoCorp emerging mobility business unit chief business officer Kausalya Nandakumar said, “Cricket has an incredible ability to unite and inspire millions across the country. With the ‘6 for 6’ campaign, we are turning every big hit on the field into a step towards a cleaner and a more accessible mobility future.”
She added that VIDA’s expanding fast-charging network and removable battery technology are designed to make EV ownership more convenient and practical for everyday users.
From the franchise’s side, the campaign is also about giving on-field moments a larger purpose. Kolkata Knight Riders chief executive officer Venky Mysore said, “The ‘6 for 6’ campaign exemplifies the potential of sport as a platform for meaningful, real-world impact. By linking every six to the expansion of EV charging infrastructure, this partnership transforms fan excitement into tangible progress.”
As part of the rollout, VIDA has introduced co-branded charging stations in KKR’s signature colours, with a flagship installation unveiled alongside team players. The chargers are designed for quick top-ups, powering VIDA scooters from zero to 80 percent in about an hour, while also being positioned along key highways to support longer journeys.
The initiative also taps into VIDA’s removable battery system, which allows users to charge using standard household plug points, adding flexibility to the charging ecosystem.
By blending the thrill of cricket with the urgency of clean mobility, VIDA and KKR have found a neat way to make every six count twice, once on the scoreboard and again on India’s road to an electric future.
