MAM
Greenply questions your plywood choice
MUMBAI: Greenply has launched its new campaign to make consumers aware that there are consequences of compromising on the quality of plywood used in their furniture.
When it comes to investing in attractive furniture, an average Indian consumer holds nothing back. They gladly spend money on imported veneer and polish. They tighten their purse strings only when it comes to purchasing plywood, though it accounts for a small fraction of the total investment. According to the newly launched Greenply TVCs, such an attitude leads to wasteful expense. Customers are encouraged to ask Greenply before making any furniture-related decision.
The campaigns conceptualised by Ogilvy narrate the plight of people who use substandard plywood to make luxurious furniture. The stories open with the protagonists bragging about their imported veneer and polish. One untoward action through the course of the elaborate praises leads to a complete breakdown of the piece of furniture, resulting in embarrassment.
The films, in keeping with Greenply’s tradition of quirky storytelling, make consumers aware of the hazards of using cheap ply. They tell us that such accidents can happen when we compromise on the quality of plywood.
Ogilvy Kolkata managing partner creative Sujoy Roy adds, “The aim of this campaign is to make our consumers aware of the perils of compromising on the quality of plywood. We want to arrest the customer’s attention with the help of facts and humour.”
Greenply industries associate vice president and head of marketing Kamal K Mishra adds, “Greenply strives to make consumers aware of plywood’s importance, so that they can identify their needs and prioritise their investments.”
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.
