Brands
Glow with the flow Kaya and Fatima Sana Shaikh ditch skincare fads
MUMBAI: When every scroll throws up a new “glow hack” and DIY miracle routine, Kaya is cheekily asking – why chase fads when you can trust the experts? Marico Limited’s latest campaign for Kaya products stars actor and brand ambassador Fatima Sana Shaikh, who takes on beauty buzzwords and 10-step routines with wit, charm, and a healthy dose of common sense.
In the campaign films, Fatima is seen calling out quick fixes, viral remedies, and trend-chasing jargon, urging viewers to ditch the noise and embrace skincare that’s grounded in science. Her message is clear: radiance doesn’t come from gimmicks, but from expert-led, dermatologist-designed solutions tailored for Indian skin.
Backed by over 20 years of dermatological expertise, Kaya is now introducing its latest hero, the Kaya Gluta Glow Face Serum. Packed with eight potent actives, including the much-lauded Glutathione, the serum promises a visible glow from the very first use (basis a 2025 clinical self-assessment). It’s positioned as the antidote to fleeting fads: science-based, effective, and designed for lasting results.
Fatima, known for her versatile screen presence, steps into her new role as the face of Kaya with an easy relatability. By playfully mocking the cluttered beauty universe, she embodies Kaya’s philosophy: “glow powered by knowledge, not noise.”
Kaya’s product portfolio now spans 75 plus science-backed personal care solutions, co-created with dermatologists. The range covers everything from acne, pigmentation, dullness, ageing, and sun protection, to hair and body care. For consumers juggling endless choices, Kaya aims to cut through with credibility and efficacy.
The campaign, created by Ronin Labs, brings together a sharp creative team, Amit Basak (executive creative Director), Girija Naiksatam (Creative Director), Nachiket Bohra (Producer), Abhishek Kumar (art director), and Edwin Quadros (director) – to deliver films that land Kaya’s message with equal parts humour and authority.
Rolling out across leading digital platforms, the campaign is set to reach millions of skincare-conscious Indians, especially millennials and Gen Z audiences who are increasingly overwhelmed by skincare clutter but still hungry for effective solutions.
With Fatima Sana Shaikh at the helm, Kaya isn’t just selling a serum, it’s selling a philosophy. In an era where beauty routines can feel like full-time jobs, Kaya is nudging consumers back to basics: trust the science, trust the experts, and let your glow do the talking.
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.
