Brands
Godrej Appliances grabs passengers’ attention through experiential marketing innovation
Mumbai: Godrej Appliances, part of Godrej & Boyce, enthralls passengers arriving at the bustling Goa International Airport – MOPA with an experiential activation for its latest launch, the Eon Vogue series of nature-inspired wood-finish home appliances.
To capture consumers’ attention, Godrej Appliances took an innovative route and engaged with airport passengers waiting to collect their luggage. At the arrival belt, large digital screens displayed attention-grabbing visuals of the new Eon Vogue series of appliances, alongside large size display of Eon Vogue Wood-finish Refrigerators. And as bags started arriving on the conveyor belt, mock-up of real-looking Eon Vogue Wood-finish Air Conditioners adorned with ‘Just Arrived’ tags generated curiosity among passengers. The short-video captures passengers’ genuine reactions, showcasing their surprise and intrigue upon encountering Godrej Appliances’ innovative range of wood-finish appliances in this unexpected environment.
Commenting on this initiative, Godrej Appliances head of marketing Swati Rathi said, “The nature-inspired wood-finish Eon Vogue series of appliances are unique in their looks and automatically capture attention. By placing them creatively in an unexpected environment, we stood out and made a memorable impact. The genuine excitement visible in consumer reactions validated our efforts towards engaging consumers creatively.
This activity was one amongst a series of marketing efforts being deployed across various touchpoints for the promotion of this new range. It’s not enough after all for products to be innovative and differentiated. In today’s times, the marketing efforts should also be equally innovative and live up to the brand philosophy of ‘Soch Ke Banaya Hai’.”
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.
