Brands
Heineken takes a lighter approach to India’s capital
BENGALURU: United Breweries is pouring a gentler pint for Delhi drinkers. The Bengaluru-based brewer, part of Heineken’s global empire, launched Heineken Silver in the capital on 25 November, wagering that India’s largest beer market is ready for something smoother than the strong lagers that dominate local bars.
The move reflects a calculated bet on changing tastes. Indian consumers have historically favoured high-alcohol beers—Kingfisher Strong remains the country’s bestseller—but United Breweries reckons a new generation is emerging that values refinement over punch. Heineken Silver, a premium mild lager, is engineered for precisely this demographic: drinkers who want international cachet without the knockout blow.
United Breweries chief marketing officer Vikram Bahl described the launch as “an important step in growing the premium beer category in India.” The company is pricing the beer at Rs 155 for a 330ml bottle, Rs 180 for a 500ml can, and Rs 305 for a 650ml bottle—positioning it firmly in premium territory.
Delhi, with its affluent and youthful population, makes strategic sense as a launch pad. If the variant succeeds here, expect United Breweries to roll it out nationwide.
The Indian beer market remains dominated by strong lagers that pack a 7-8 per cent alcohol punch. Whether Delhi’s drinkers are ready to trade strength for smoothness is the Rs 155 question.
Brands
Wellbeing Nutrition ropes in Malavika Mohanan as brand ambassador
Actor fronts Marine Collagen and Skin Fuel Glutathione portfolio.
MUMBAI: Malavika Mohanan just became the face of inner glow because when your skincare starts in the bottle instead of the jar, even beauty gets a glow-up from the inside out. Wellbeing Nutrition has appointed acclaimed actor Malavika Mohanan as brand ambassador for its premium Korean Marine Collagen and Skin Fuel Glutathione range. The move signals a deliberate shift in the Indian ingestible beauty segment from surface-level routines to foundation-level nutrition that supports skin health from within.
The campaign positions collagen as the essential “beauty protein” that maintains elasticity and firmness, with daily supplementation reframed as a consistent ritual rather than a quick cosmetic fix. It aims to simplify the science behind collagen and build awareness around long-term skin nourishment.
Wellbeing Nutrition co-founder Saurabh Kapoor said, “In India, collagen is still largely viewed through a cosmetic lens, associated with glow and quick fixes. In reality, it is the primary structural protein of the skin, and we begin losing nearly 1 per cent of it every year in the late 20s. Yet a significant number of consumers remain unaware of its foundational role in long-term skin health. Our goal is to shift the conversation from fixing visible signs to feeding the foundation.”
Malavika Mohanan added, “For me, skincare has always been about consistency and taking care of myself in ways that go beyond just what I apply on my skin. I love the idea of supporting skin health from within, and that’s what drew me to Wellbeing Nutrition’s Marine Collagen and Skin Fuel Gluta.”
The Korean Marine Collagen uses nano-hydrolyzed peptides for better bioavailability, while Skin Fuel Glutathione complements the inside-out approach. The portfolio targets structure, brightness and resilience over time, backed by clinical research.
The ambassador announcement kicks off a broader collagen-focused roadmap for the brand, with planned innovations across formats and functional blends.
In an era where beauty routines are getting deeper than skin, Wellbeing Nutrition isn’t just selling supplements, it’s selling the quiet power of feeding your glow from the inside, one daily scoop at a time.
