Brands
HK Vitals brings focus on Real Collagen with its new campaign film
Mumbai: HK Vitals, India’s D2C vitamin & mineral supplements (VMS) brand by HealthKart has simplified the narrative about choosing the right collagen by shining the light on the difference between real collagen and collagen builders.
The brand has launched its second campaign in the category today – “Real You. Happy You”. Featuring Yami Gautam Dhar, the campaign highlights the need to opt for real collagen to achieve healthier skin and long-lasting results.
With this film, the brand initiates a conversation to distinguish between real collagen and collagen builders.
HealthKart COO Chella Pandyan HealthKart said, “I am very delighted to say that HK Vitals has seen rapid growth owing to its innovative, effective, and contemporary offerings & collagen is a big focus for us. The Collagen market is still evolving and as a leader in the category, we feel it is important to educate our consumers about the importance of real collagen and its benefits.”
Commenting on her collaboration with HK Vitals, actress Yami Gautam Dhar said, “I am so happy to associate with HK Vitals for its new campaign- Real You. Happy You. What made me want to associate with the brand the most was their philosophy of being real. I appreciate that HK Vitals is taking the lead in educating people about the importance of real collagen in their skin health. HK Vitals Skin Radiance Collagen is already an integral part of my daily skin care routine.”
Speaking about the new campaign, HK Vitals head of brand Neha Gupta said, “Real You Happy You is all about dispelling the myth and breaking the illusion. It is the brand’s second campaign which enlightens consumers on different types of collagen products available in the market and nudges consumers towards the importance of choosing real collagen over collagen builders for effective and longer-lasting results. Yami’s simple lifestyle and approach to beauty and wellness align with the values of the target consumers and our brand philosophy, making her the ideal partner for the campaign.”
15 months back, the brand launched its Collagen offering with the name of HK Vitals Skin Radiance Collagen and within a very short span of time, the product has become a leader in the category. The brand brings one of the best sources of Marine Collagen proven to have high efficacy on skin health, alongside skin nurturing ingredients like Vitamin C, E, Biotin and Hyaluronic Acid. The product is effective in replenishing lost collagen levels in the body and enabling younger looking and healthier skin.
Collagen is one of the most important ingredients for glowing skin and helps prevent early signs of aging. It plays a crucial role in maintaining bone, nail and joint health while providing a youthful and healthy appearance. However, even though the need for collagen has intensified, the lack of awareness about choosing the right collagen continues to be a huge concern. HK Vitals has deployed a comprehensive marketing approach pivoted on education in promoting the usage of collagen in India through various channels, including collaboration with dermatologists and different content creators. To create awareness about the product, the brand has also deployed in-store education materials, as well as free single use samples to encourage trials in the category.
Brands
India’s food culture takes a bold turn in 2025
From fusion desserts to experiential dining, four trends reshape how the nation eats.
MUMBAI: India’s plates just got a serious upgrade in 2025 because when tradition meets TikTok and fusion meets fitness, even the humble samosa starts feeling trendy. The Godrej Food Trends Report 2025 predicted several shifts in Indian eating habits, and the past year proved the forecasters right. From reimagined desserts to immersive dining experiences, Indian consumers showed they want authenticity, convenience, global flavours and health in equal measure.
Here are four trends that truly came alive in 2025 and are now shaping how India eats and dines:
1. Indian Desserts Get a Modern Makeover Traditional mithai found fresh life through fusion experiments. Cheesecakes, truffles and plated desserts inspired by classics like gulab jamun and rasgulla gained popularity, while chocolate-forward, fruit-led and lower-sugar options appealed to younger diners. According to the How India Eats 2025 report, desserts and ice-cream parlours were among the fastest-growing segments in organised food services. Examples: The Bombay Canteen’s Coffee Rasgulla Sundae and Le Chocolate Cakes and More’s Gulab Jamun Cake. Chef Aarohi Sanghavi of Maki Patisserie noted the shift toward seasonality and fresh Indian produce, while Chef Heena Punwani of Maska Bakery highlighted the appeal of flexible, weekend-special menus.
2. Social Media Becomes the New Menu Food discovery went fully digital. Instagram Reels, YouTube reviews and creator-led content heavily influenced dining choices, with food remaining one of the most consumed categories on social media. Restaurants began designing visually striking dishes specifically for shareability, while many diners found new spots through viral videos rather than traditional advertising. The How India Eats 2025 report revealed that over 75% of marketing spends by leading QSR chains now go toward digital channels. Cafes like Mokai and Candies became creator favourites, and brands such as Bastian Hospitality curated highly shareable pop-ups and events. Kavita Rajwade of IVM Podcasts emphasised how long-form storytelling helps decode food’s cultural and economic layers, while Pranav Joshi of Floydian Cookery admitted his page grew far beyond expectations.
3. Snacking Culture Goes Mainstream India’s love for snacks evolved into a full grazing lifestyle, with many opting for multiple small bites throughout the day instead of three structured meals. This shift spurred innovation in formats—from gourmet chips and fusion street food to protein-packed options. Restaurants responded with small-plate menus designed for sharing. The How India Eats 2025 report noted that late-night orders grew nearly 3x faster than dinner. Brands like The Whole Truth Foods and Green Snack Co. popularised clean-label snacks such as protein bars and roasted nuts. Madhushree Basu Roy of Pikturenama Studios predicted a mix of convenience, health consciousness and global influences, while freelance food writer Sharmila Vaidyanathan observed that consumers want the best of both worlds healthy options for routine snacking and traditional treats for special occasions.
4. Dining Becomes an Experience, Not Just a Meal The most noticeable shift was the rise of experiential dining. Consumers increasingly sought restaurants that offered more than good food, they wanted immersion, storytelling and chef-driven concepts. Venues like Papa’s in Mumbai (intimate tasting menus), Bombay Daak (theatrical regional flavours) and Masala Library (modernist presentations) turned meals into memorable events. Tasting menus, themed pop-ups and chef collaborations became more common, transforming dining out into entertainment. The How India Eats 2025 report highlighted how experience-led formats and storytelling are key to attracting younger diners. Chef Karan Upmanyu of ParTTwo in Bengaluru observed that new outlets are breaking away from rigid formats, focusing instead on creating relaxed spaces where people simply enjoy spending time.
As 2026 unfolds, these trends suggest India’s food culture is no longer just about what’s on the plate, it’s about how the plate makes us feel, connect and remember. From a quick Reel-inspired snack to a full theatrical dining experience, Indian diners are voting with their forks for food that is both rooted in tradition and unafraid to experiment. The table, it seems, has never been more exciting.
