Brands
HyFun marks World Soil Day with push for healthier, smarter farms
MUMBAI: HyFun Foods, one of India’s leading frozen food producers, has used World Soil Day to highlight its soil-first approach to farming, calling healthy earth the quiet hero behind every strong food system.
The company, known for its seed-to-shelf model and as India’s largest processor of processing-grade potatoes, runs a tightly linked ecosystem that blends advanced agronomy with efficient supply chains and world-class manufacturing.
At the heart of this system is HyFarm, its dedicated agri-business arm, which works directly with more than 8,000 farmers. Through scientific crop planning, precision-led advisory tools and initiatives such as Paathshala, VigyaanShala and soil-health programmes, HyFarm aims to boost productivity while keeping sustainability firmly in focus.
HyFun Foods MD and group CEO said World Soil Day serves as a reminder that every snack and every staple begins with the strength of the soil it grows in. He noted that VigyaanShala, the company’s R&D platform, brings global experts together to refine agronomic practices that can steadily enhance soil health.
These insights are then passed on to farmers through the Paathshala programme, ensuring research translates into simple, field-ready actions. Supporting it all is FarmOji, the company’s farmer app, which provides real-time updates, crop tracking and timely advisories.
Karamchandani added that nurturing soil health is not a tick-box exercise but the base on which stronger yields, better quality and a more resilient food ecosystem are built.
Brands
Aptronix unveils ‘Big & Beyond’ campaign, opens largest store in Hyderabad
Naga Chaitanya, Sobhita front push as retailer expands premium Apple experience
HYDERABAD: Aptronix has rolled out its most ambitious brand push yet with the launch of the ‘Big & Beyond Aptronix’ campaign, alongside the opening of its largest retail store in India.
The campaign features actors Akkineni Naga Chaitanya and Sobhita Dhulipala as brand faces, signalling a sharper focus on aspirational, experience-led retail as the company scales its presence in the premium Apple ecosystem.
At the centre of the rollout is a new 8,000 sq. ft. flagship outlet at Sarath City Capital Mall, now the largest Aptronix store in the country and among the biggest Apple Premium Reseller formats in India. The space is designed to offer immersive product discovery, personalised guidance and integrated service support, positioning the store as more than just a point of sale.
The campaign itself leans into themes of scale, ambition and accessibility, aiming to connect with a younger, increasingly design-conscious generation of Apple users. By pairing celebrity appeal with in-store experience, Aptronix is looking to deepen emotional engagement while reinforcing its premium positioning.
A key pillar remains its ‘Limitless Aptronix Exchange’ programme, which offers customers simplified upgrade paths, transparent pricing and wider access to Apple devices. The initiative has been central to driving adoption by making high-end technology more approachable for a broader audience.
Premium Lifestyle and Fashion founder & owner Sutinder Singh said the new store reflects a long-held belief that Indian consumers should have access to the best Apple retail experience without compromise. He added that the campaign’s celebrity faces mirror the brand’s core values of elegance, ambition and confidence.
Aptronix CEO Meghna Singh said the ‘Big & Beyond’ theme reflects how the company operates, with a focus on building a best-in-class retail experience. She noted that the Hyderabad launch and the campaign together signal Aptronix’s intent to set new benchmarks in the category.
With this dual push of scale and storytelling, Aptronix is not just expanding its footprint but also redefining how premium tech retail is experienced in India.
