Brands
indē wild gets wild with Ishaan Khatter
MUMBAI: Luxury ayurvedic beauty brand indē wild, spearheaded by startup entrepreneur Diipa Büller-Khosla, today announced a brand endorsement partnership with film personality and youth icon Ishaan Khatter.
The reason, according to Diipa is that Ishaan Khatter, as indē wild’s first-ever male brand ambassador, embodies the brand’s core values. His youthful vitality, international appeal, and artistic sensibility resonate deeply with the brand’s forward-thinking identity.
The campaign launches globally this month, featuring the inde wild Champi hair oil and Dewy Lip treatment—products that have already garnered significant attention in the clean beauty category. The campaign’s imagery moves beyond conventional advertising, presenting a sophisticated and evocative exploration of self-care. The visuals reimagine self-care rituals with a contemporary minimalist aesthetic, skilfully blending sensuality and strength. The overarching message emphasises intentionality, showcasing grooming rituals that seamlessly integrate effortless ease with inclusive and holistic self-care practices.
The TVC centers on Ishaan Khatter, presenting him as the embodiment of the female gaze, and redefining male grooming within a contemporary context. The intimate and minimalist aesthetic emphasises texture—bare skin and the Champi hair oil—with the product’s circular bottle becoming a natural extension of Khatter’s persona. These images seamlessly capture moments of reflection, movement and playful spontaneity.
An elated Diipa Büller-Khosla who launched indē wild three years ago states, “As we celebrate our launch in Sephora UK and prepare for our US debut, we’re not just expanding our retail presence—we’re amplifying our mission of inclusive beauty rooted in south Asian heritage. This campaign is a testament to our commitment to challenging outdated beauty norms.. Through this partnership, we’re showing the world that ayurvedic beauty rituals are universal, genderless, and ready for their global big moment.”
Ishaan Khatter shares his personal connection to the Champi ritual, stating, “It’s a deeply rooted tradition, and something I fondly remember from childhood, like countless others. Balancing self-care with a busy schedule can be tough, but indē wild has helped me rediscover this ritual. It’s more than just a product; it’s a way to reconnect with myself. I love that these products aren’t just cosmetics but tools for holistic self-care accessible to everyone, regardless of gender.”.
Hailing from a background rooted in ayurvedic principles through family heritage, and with a mother who is an aurvedic practitioner and dermatologist, it was a natural progression for Diipa to recognise the importance of combining ancient practices with modern-day wellness and clean science earlier on in her life.
indē wild is a proud Ayurvedistry brand – a term which has been trademarked to recognise how the brand represents a fusion of ancient Indian wisdom and modern-day science. Its approach combines Ayurvedic practices with biochemistry to create products that are both effective and culturally significant.
indē wild s journey from a self-funded Indian beauty startup in 2022 to a multi-million-dollar empire collaborating with global establishments today serves as a testament to the growing global interest in holistic Indian beauty practices and products.
Brands
Reebok partners with Jerai Fitness for gym equipment in India
Long-term deal to manufacture and distribute Reebok-branded fitness products from April 2026.
MUMBAI: Reebok is pumping up its presence in India and this time, it’s bringing serious muscle to the gym floor. Jerai Fitness Limited, an Indian manufacturer with over three decades of experience in fitness equipment, has announced a first-of-its-kind long-term partnership with Reebok. Under the agreement, Jerai Fitness will manufacture and distribute Reebok-branded gym equipment across India and neighbouring countries including Sri Lanka, Bangladesh and Nepal. The products will be available from 1 April 2026.
The collaboration combines Jerai Fitness’ fully automated, technology-driven manufacturing facility with Reebok’s global brand legacy to redefine the fitness equipment ecosystem in the region.
Jerai Fitness Limited chairman & managing director Rajesh Rai said the partnership leverages advanced manufacturing capabilities to deliver high-quality products tailored to market needs.
Authentic Brands Group EVP of Reebok Steve Robaire noted that India is a dynamic and fast-growing fitness market. “Jerai Fitness brings the manufacturing expertise and local insight needed to deliver high-quality, performance-driven equipment at scale,” he said.
The partnership will introduce a comprehensive commercial range covering cardio, free weights, and high-end home-use equipment under two distinct series. All products adhere to international standards, including ISO 9001:2015, ISO 14001:2015, ISO 45001:2018, ASTM certifications, and European safety standards EN ISO 20957-1:2013, EN 957-2:2003 and EN 957-4:2006.
Jerai Fitness’ manufacturing facility features fully automated production systems and dedicated storage infrastructure. As of 31 August 2025, it had an installed annual capacity of 21,000 units.
The Reebok-branded equipment will be available pan-India through Jerai Fitness showrooms and official websites jeraihomegym.com and jeraifitness.com.
In a market where fitness goals are rising faster than dumbbells, this partnership gives Reebok the local strength it needs while giving Jerai Fitness a powerful global brand to flex. For Indian fitness enthusiasts and gym owners, the workout just got a stylish upgrade.
