Brands
Hudson Oil appoints Grapes Digital to handle digital mandate
MUMBAI: In a recent announcement, Hudson Canola Oil has appointed Grapes Digital as its digital agency. The agency will handle the complete digital mandate. The account was won after a multi-agency pitch.
The agency will be involved in the digital media planning and buying, strategy, content creation and design across all social media platforms.
Food is an art on Instagram, cooking is a passion on blogs and information about health is just a click away. In this landscape, how can an oil brand join the conversation? This objective is now in the capable hands of Grapes, which is tasked with highlighting Hudson’s relevance in today’s Indian kitchen, using the most innovative ways possible to help increase brand awareness and drive business growth.
Grapes Digital founder Himanshu Arya says, “We are excited to partner with Hudson Canola Oil, the brand that introduced canola oil to India and the one that has led development of the canola oil category in a market where it was unknown. We are delighted to work with a brand that understands the ‘digital first’ approach. We look forward to use our digital expertise to help the brand touch new heights,”
Dalmia Continental senior vice president Akash Premsen adds, “The company’s core competency is blowing open categories that Indians did not know of or consider and creating leading brands. With Leonardo Olive Oil previously, India realised an entire new way of life. With Hudson, we have a product inherently linked to consumer behaviour and health in the Indian kitchen. We are confident of fast adoption because homes are ready for this revolution.”
The company is targeting Rs 300 crores from Hudson in five years and intends to expand the portfolio to focus on demographics that almost all oil companies ignore because they are in the commodity business, not in the consumer benefit business.
Currently, the oil category is stodgy, old and stuck in the 1990s, with almost zero appeal to the millennial generation. Hudson wants to speak directly to the young, savvy, health-aware and global-minded consumer.
Brands
Hyundai and TVS Motor partner to develop electric three wheelers
Joint development pact targets last mile mobility with localisation push
MUMBAI: Three wheels, one big ambition and a charge towards the future. Hyundai Motor Company and TVS Motor Company have signed a joint development agreement to co-create electric three-wheelers (E3Ws), aiming to crack India’s complex last-mile mobility puzzle. The collaboration moves beyond concept talk into execution mode, building on the E3W prototype first showcased at the Bharat Mobility Global Expo 2025. The goal now is clear, design, develop and commercialise a purpose-built vehicle tailored to Indian roads, riders and realities.
Under the agreement, Hyundai will lead design and co-development, bringing its global R&D muscle and human-centric engineering approach to the table. TVS Motor, meanwhile, will anchor the product on its electric platform, leveraging deep three-wheeler expertise and local market insight. It will also handle manufacturing and sales in India, with an eye on exports down the line.
The timing is strategic. India remains the world’s largest three-wheeler market, where affordability, durability and adaptability often outweigh sheer innovation. The upcoming E3W aims to strike that balance combining advanced technology with practical features such as adaptive ground clearance for monsoon-hit roads, improved thermal management for tropical climates, and flexible interiors suited for passengers, cargo or emergency use.
A key pillar of the partnership is localisation. Major components will be sourced and manufactured within India, a move expected to strengthen the domestic supply chain, create jobs, lower costs and improve after-sales support.
The shift from prototype to production will involve rigorous testing, certification and refinement to meet regulatory standards and consumer expectations. Dedicated cross-functional teams from both companies are already in place to accelerate timelines.
At a broader level, the tie-up reflects a growing trend in mobility, global players partnering with local specialists to navigate emerging markets. For Hyundai and TVS, the bet is that combining scale with street-level insight could unlock a new chapter in sustainable urban transport, one that runs not just on electricity, but on relevance.
