Brands
ITW Playworx gets communications mandate from furniture firm Furlenco
MUMBAI: Furniture rental and lifestyle brand Furlenco has signed ITW Playworx, the brand solutions arm of ITW Universe, as its strategic communications partner. The partnership will focus on driving Furlenco’s communication strategies to enhance its brand narrative and build stronger connections with its target audience.
As part of this mandate, ITW Playworx, which says it is India’s only full-stack agency offering a complete range of services through a single window, will craft and execute a comprehensive PR strategy for Furlenco, leveraging innovative approaches to elevate the brand’s visibility. Additionally, ITW Universe will work closely with its marketing team to amplify the brand’s presence through outdoor advertising (OOH) and sports marketing platforms, ensuring an integrated and impactful outreach.
Said Fluorenco CEO & fonder Ajith Karimpana: “Furlenco has always strived to create exceptional experiences for the customers by offering premium, flexible home solutions. Partnering with ITW Playworx aligns with our goal of engaging meaningfully with our audience. We are confident this collaboration will help us achieve greater visibility and strengthen our brand’s positioning in the market.”
ITW Playworx CEO Sidharth Ghosh said, “Furlenco is redefining modern living, and we are proud to partner with a brand that resonates with urban India’s aspirations. At ITW Playworx, we craft purpose-driven strategies that elevate brands and build deeper emotional connections. This partnership is a valuable opportunity to showcase our expertise in impactful storytelling.”
ITW Universe co-founder Bhairav Shanth opined, “We are excited to be working with a truly new economy brand like Furlenco on boosting its brand presence and salience. An interconnected consumer market requires strategies that are truly integrated across multiple channels and building on the work that ITW Playworx will be doing we will also be helping the brand with a holistic 360 plan spanning across multiple touchpoints such as digital/OTT, sports marketing, OOH and more.”
ITW Playworx aims to position Furlenco as not just a furniture rental platform but a lifestyle brand that resonates with the modern Indian consumer.
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI: Jubilant FoodWorks Limited has landed in a tax tussle after receiving a GST demand of Rs 47.5 crore from the office of the additional commissioner of CGST and central excise in Thane, Maharashtra.
The order, issued under the provisions of the Central Goods and Services Tax Act, 2017, relates to an alleged incorrect classification of certain services under the category of restaurant services. According to the tax authorities, this classification resulted in a short payment of goods and services tax for the period between the financial years 2019-20 and 2021-22.
The demand includes Rs 47.5 crore in GST along with an equal amount as penalty, in addition to applicable interest. The order was received by the company on March 13, 2026.
In a regulatory filing to the BSE Limited and the National Stock Exchange of India Limited, the company said it disagrees with the order and believes its arguments were not adequately considered.
The company is preparing to challenge the decision and plans to file an appeal. It added that once the redressal process is complete, the demand is likely to be dropped.
Despite the sizeable figure attached to the notice, the company said it does not expect any material impact on its financials, operations or other activities.
The disclosure was signed by Suman Hegde, EVP and chief financial officer, who confirmed that the company received the order at 19:06 IST on March 13 and has already initiated steps to contest it.
The development places the quick service restaurant major in the middle of a tax debate that could hinge on how certain restaurant-linked services are classified under GST rules. For now, the company appears ready to take the matter from the tax office to the appeals desk.
