Brands
Give a missed call and join HUL’s fight against corruption
MUMBAI: In 2011, when Anna Hazare led the anti-corruption movement along with the likes of Kiran Bedi, Arvind Kejriwal, the country fed up of the ailment joined in the momentum as well.
People, especially youngsters, wanting a better India, didn’t hesitate to step out of their comfort zone and take the matter in their hands.
Be it a metro or a small village, corruption can be seen everywhere. This anti-social element is not only killing India’s value system, ethical codes and moral chains but also the economy. To counter it, many including brands are doing their bit to change the system.
Hindustan Unilever’s (HUL) Cannes Lions winner, Kan Khajura Tesan, has undertaken an initiative that will take the fight against corruption to every Indian’s doorstep. Since the issue strikes a chord with every Indian, the anticipated response might go on to create a world record.
This independence day week, Kan Khajura Tesan aims to set a world record by getting as many missed calls as possible in 120 hours from the people of India on its toll free number 1800-30-000-123. To pledge against corruption, the audience has to give a missed call on the number from their mobile phones. In return, Kan Khajura Tesan will donate Re 1 for every 100 missed calls received between 13 August and 17 August to the National Anti Corruption Investigation Bureau. Once the consumer gives a missed call to Kan Khajura Tesan, in a few seconds the consumer will receive a call back from the channel to confirm their participation in the endeavour to set a world record along with 20 minutes of free entertainment.
Hindustan Unilever vice president Priya Nair said, “Kan Khajura Tesan is one of India’s biggest, free and on-demand radio channels with over 1.4 crore subscribers and more than 25 crore minutes of radio engagement. With this initiative, we want to use this powerful platform to drive a social change. The initiative of pledging against corruption has never been attempted at this level anywhere in the world yet, and with the support of Indians we want to create a record of which every Indian can be proud.”
Kan Khajura Tesan, the country’s first free and on-demand entertainment mobile radio channel owned by HUL was launched in October 2013 in Bihar and Jharkhand and the service was expanded in August 2014 across Uttar Pradesh, Uttarakhand, Madhya Pradesh, Chhattisgarh, Himachal Pradesh, Haryana, Punjab, Rajasthan, Gujarat and Maharashtra.
Brands
India’s food culture takes a bold turn in 2025
From fusion desserts to experiential dining, four trends reshape how the nation eats.
MUMBAI: India’s plates just got a serious upgrade in 2025 because when tradition meets TikTok and fusion meets fitness, even the humble samosa starts feeling trendy. The Godrej Food Trends Report 2025 predicted several shifts in Indian eating habits, and the past year proved the forecasters right. From reimagined desserts to immersive dining experiences, Indian consumers showed they want authenticity, convenience, global flavours and health in equal measure.
Here are four trends that truly came alive in 2025 and are now shaping how India eats and dines:
1. Indian Desserts Get a Modern Makeover Traditional mithai found fresh life through fusion experiments. Cheesecakes, truffles and plated desserts inspired by classics like gulab jamun and rasgulla gained popularity, while chocolate-forward, fruit-led and lower-sugar options appealed to younger diners. According to the How India Eats 2025 report, desserts and ice-cream parlours were among the fastest-growing segments in organised food services. Examples: The Bombay Canteen’s Coffee Rasgulla Sundae and Le Chocolate Cakes and More’s Gulab Jamun Cake. Chef Aarohi Sanghavi of Maki Patisserie noted the shift toward seasonality and fresh Indian produce, while Chef Heena Punwani of Maska Bakery highlighted the appeal of flexible, weekend-special menus.
2. Social Media Becomes the New Menu Food discovery went fully digital. Instagram Reels, YouTube reviews and creator-led content heavily influenced dining choices, with food remaining one of the most consumed categories on social media. Restaurants began designing visually striking dishes specifically for shareability, while many diners found new spots through viral videos rather than traditional advertising. The How India Eats 2025 report revealed that over 75% of marketing spends by leading QSR chains now go toward digital channels. Cafes like Mokai and Candies became creator favourites, and brands such as Bastian Hospitality curated highly shareable pop-ups and events. Kavita Rajwade of IVM Podcasts emphasised how long-form storytelling helps decode food’s cultural and economic layers, while Pranav Joshi of Floydian Cookery admitted his page grew far beyond expectations.
3. Snacking Culture Goes Mainstream India’s love for snacks evolved into a full grazing lifestyle, with many opting for multiple small bites throughout the day instead of three structured meals. This shift spurred innovation in formats—from gourmet chips and fusion street food to protein-packed options. Restaurants responded with small-plate menus designed for sharing. The How India Eats 2025 report noted that late-night orders grew nearly 3x faster than dinner. Brands like The Whole Truth Foods and Green Snack Co. popularised clean-label snacks such as protein bars and roasted nuts. Madhushree Basu Roy of Pikturenama Studios predicted a mix of convenience, health consciousness and global influences, while freelance food writer Sharmila Vaidyanathan observed that consumers want the best of both worlds healthy options for routine snacking and traditional treats for special occasions.
4. Dining Becomes an Experience, Not Just a Meal The most noticeable shift was the rise of experiential dining. Consumers increasingly sought restaurants that offered more than good food, they wanted immersion, storytelling and chef-driven concepts. Venues like Papa’s in Mumbai (intimate tasting menus), Bombay Daak (theatrical regional flavours) and Masala Library (modernist presentations) turned meals into memorable events. Tasting menus, themed pop-ups and chef collaborations became more common, transforming dining out into entertainment. The How India Eats 2025 report highlighted how experience-led formats and storytelling are key to attracting younger diners. Chef Karan Upmanyu of ParTTwo in Bengaluru observed that new outlets are breaking away from rigid formats, focusing instead on creating relaxed spaces where people simply enjoy spending time.
As 2026 unfolds, these trends suggest India’s food culture is no longer just about what’s on the plate, it’s about how the plate makes us feel, connect and remember. From a quick Reel-inspired snack to a full theatrical dining experience, Indian diners are voting with their forks for food that is both rooted in tradition and unafraid to experiment. The table, it seems, has never been more exciting.
