MAM
Kites, Khichdi and Cottonlite Fortune goes full Pakko Gujarati
MUMBAI: When kites soar over Gujarat, kitchens work overtime and this Uttarayan, Fortune is leaning into that delicious chaos with a distinctly local twist. AWL Agri Business Limited has rolled out its ‘Pakko Gujarati’ campaign alongside a limited-edition Fortune Cottonlite Refined Cottonseed Oil festive pack, celebrating the state’s deep-rooted love for food, tradition and no-compromise taste. Timed to coincide with Uttarayan, the initiative positions everyday cooking as the real hero of the festival.
The festive pack was unveiled at an on-ground event in Ahmedabad in the presence of Gujarati theatre and film stalwart Siddharth Randeria. To amplify the cultural cue, Fortune has also roped in familiar faces Apara Mehta, Tiku Talsania and Puja Joshi, chosen for their strong connect with Gujarati households and food-forward personas.
Uttarayan is as much about undhiyu, puris and jalebi as it is about kite strings and terrace gatherings. Fortune’s campaign taps into this emotional overlap, celebrating the pride Gujaratis take in home-cooked meals and the rituals that surround them during the festival.
Commenting on the launch AWL Agri Business Limited joint president of sales & marketing Mukesh Mishra said Gujarat holds a deeply personal place for the company, adding that the campaign reflects the ‘Pakko Gujarati’ spirit uncompromising on taste, culture and kitchen traditions.
The limited-edition Fortune Cottonlite festive pack features hyperlocal design elements inspired by kites and Gujarati cultural motifs, reinforcing the brand’s regional focus. Cottonseed oil, a long-standing staple in Gujarati homes, sits at the heart of the offering, with Fortune highlighting its everyday utility for both festive and routine cooking.
The ‘Pakko Gujarati’ campaign is being rolled out across television, digital platforms, radio, outdoor media, influencer collaborations and in-store activations across Gujarat. The festive pack will be available for a limited period during the Uttarayan season, ensuring Fortune stays front and centre as Gujarat cooks up its annual celebration.
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.
