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
Aptronix unveils ‘Big & Beyond’ campaign, opens largest store in Hyderabad
Naga Chaitanya, Sobhita front push as retailer expands premium Apple experience
HYDERABAD: Aptronix has rolled out its most ambitious brand push yet with the launch of the ‘Big & Beyond Aptronix’ campaign, alongside the opening of its largest retail store in India.
The campaign features actors Akkineni Naga Chaitanya and Sobhita Dhulipala as brand faces, signalling a sharper focus on aspirational, experience-led retail as the company scales its presence in the premium Apple ecosystem.
At the centre of the rollout is a new 8,000 sq. ft. flagship outlet at Sarath City Capital Mall, now the largest Aptronix store in the country and among the biggest Apple Premium Reseller formats in India. The space is designed to offer immersive product discovery, personalised guidance and integrated service support, positioning the store as more than just a point of sale.
The campaign itself leans into themes of scale, ambition and accessibility, aiming to connect with a younger, increasingly design-conscious generation of Apple users. By pairing celebrity appeal with in-store experience, Aptronix is looking to deepen emotional engagement while reinforcing its premium positioning.
A key pillar remains its ‘Limitless Aptronix Exchange’ programme, which offers customers simplified upgrade paths, transparent pricing and wider access to Apple devices. The initiative has been central to driving adoption by making high-end technology more approachable for a broader audience.
Premium Lifestyle and Fashion founder & owner Sutinder Singh said the new store reflects a long-held belief that Indian consumers should have access to the best Apple retail experience without compromise. He added that the campaign’s celebrity faces mirror the brand’s core values of elegance, ambition and confidence.
Aptronix CEO Meghna Singh said the ‘Big & Beyond’ theme reflects how the company operates, with a focus on building a best-in-class retail experience. She noted that the Hyderabad launch and the campaign together signal Aptronix’s intent to set new benchmarks in the category.
With this dual push of scale and storytelling, Aptronix is not just expanding its footprint but also redefining how premium tech retail is experienced in India.
