Brands
Godrej Yummiez, Pigeon air fryers take on India’s kitchen myths
MUMBAI: Godrej Yummiez has teamed up with Stovekraft’s Pigeon air fryers to challenge long-held kitchen myths around frozen foods and air frying, launching a nationwide digital awareness campaign aimed at modern Indian households. The campaign takes on familiar refrains: that frozen food is the opposite of fresh and air fryers are fit only for snacks, arguing that both claims are out of step with how people cook today.
The brands point to advances such as individual quick freezing technology, which helps preserve nutrients, flavour and texture while reducing food waste. With longer workdays and late meals becoming routine, frozen foods are being positioned as practical, time-saving options rather than last-resort fixes. Citing industry data, the campaign notes rising trust in frozen snacks and growing interest in convenience-led cooking, while air fryers are framed as tools that cut oil use, retain nutrients and simplify everyday meals.
As part of the activation, mothers across cities were sent curated kits featuring a Pigeon air fryer and a selection of Godrej Yummiez frozen snacks, which they integrated into daily routines ranging from children’s lunchboxes to late-night bites. The campaign leans heavily on digital storytelling to show how frozen foods and air fryers can work together to deliver quick, familiar meals without excess effort or guilt.
Godrej Foods head of marketing and innovation Anushree Dewen, said the collaboration reflected a push to make everyday cooking simpler without trading off taste or nutrition. Stovekraft head of marketing Amitabh Bhatia, said air fryers were evolving from novelty gadgets into everyday appliances, helping Indian households adopt healthier, more balanced cooking habits.
Brands
Charlotte Tilbury opens first flagship store in India
Luxury beauty brand bets on immersive retail as India expansion gathers pace
NEW DELHI: Charlotte Tilbury has opened its first flagship Beauty Wonderland in India, planting a high-glamour marker in New Delhi as global beauty brands double down on the country’s fast-growing premium market.
Located at Nexus Select Citywalk in Saket, the store is operated end-to-end by Nykaa, deepening a partnership that began with the brand’s digital launch in India in 2020 and has since scaled across retail, marketing and distribution. The opening signals a shift from marketplace presence to standalone brand environments as companies chase long-term equity and consumer loyalty.
The launch was marked by an event on April 9 featuring actor Sobhita Dhulipala, the brand’s first beauty muse in India, underscoring Charlotte Tilbury’s growing cultural push in the market.
“Darlings, I am so excited to open my first-ever flagship Beauty Wonderland in India, in its vibrant and iconic capital, New Delhi,” said Charlotte Tilbury. “This is such a magical milestone for the brand as we continue to grow in one of the world’s most dynamic and exciting beauty markets.”
Tilbury highlighted the brand’s connection with Indian consumers. “India has always been a place of incredible beauty, celebration and transformation. I have been so inspired by the artistry, creativity and passion of our community here. They are true beauty connoisseurs that appreciate next-generation formulas,” she said.
The store is designed as an immersive retail experience, blending the brand’s Art Deco and old Hollywood aesthetic with local cues. A bespoke Royal Indian Arch anchors the space, alongside personalised makeup services tailored to Indian trends and occasions. A dedicated bridal looks wall nods to the country’s strong wedding-led beauty market, while interactive elements such as the Pillow Talk photowall and in-store masterclasses aim to drive engagement.
For the first time in India, the full Charlotte Tilbury portfolio is available under one roof, spanning makeup, skincare and fragrance, including the Fragrance Collection of Emotions and bestsellers such as Magic Cream, Airbrush Flawless Blur Concealer and Pillow Talk products.
Nykaa, which operates 57 doors for the brand alongside its app and website, will now lead end-to-end management of Charlotte Tilbury’s exclusive boutiques in India, covering retail operations, staffing, supply chain, marketing and omnichannel integration.
“Charlotte Tilbury has been one of our most successful and strategic global partnerships,” said Anchit Nayar, executive director and chief executive officer, Nykaa Beauty. “The launch of the first exclusive boutique, fully operated by Nykaa, is a natural next step and reflects our shared long-term commitment to building the brand in India.”
Nykaa’s broader beauty playbook, built on digital-first entry followed by omnichannel scale, now reaches over 42 million consumers and has become a template for global brands entering India. The retailer currently serves 52 million customers through its platforms and runs 276 offline beauty destinations, reinforcing its position as a gateway for international labels.
Charlotte Tilbury, founded in 2013, now operates in over 50 markets with more than 3,000 employees and 500 products across categories, with over 3,000 distribution points globally.
A second standalone store is slated to open at Mall of India in Noida in May 2026, signalling an aggressive retail push.
In a market where beauty is fast turning from aspiration to everyday indulgence, Charlotte Tilbury is not just selling products. It is building theatre, and betting that Indian consumers are ready to buy into the spectacle.
