MAM
MediaVest bags Ramdev Foods media biz
MUMBAI: MediaVest Worldwide has won the media business for Ramdev Food Products.
The agency will handle the media planning and buying duties for the Ramdev Chilly Powder and Ramdev Asafoetida (hing). It will service the account from its Mumbai office.
Ramdev Food Products director Pradip Patel said, “We were impressed by MediaVest‘s strategic approach and the team was extremely focused and efficient with the ideas they shared with us. We are certain that our alliance with MediaVest will help us break the clutter and maintain a leadership position in the spices category.”
MediaVest Worldwide vice president Dinesh Rathore said, “We are thrilled with the win and look forward to partnering with Ramdev Foods. With MediaVest, Ramdev Foods will certainly be able to achieve their communication objectives.”
Ramdev Foods is a producer of spices and masala mixes since 1965 and offers a range of premium Indian spices turmeric, chilly powder and coriander – cumin powder.
Brands
Mother’s Recipe launches Summerwala Sharbat range
Five nostalgic flavours priced at Rs 215 aim to tap summer refreshment demand.
MUMBAI: Call it a sip of summer nostalgia, Mother’s Recipe is bottling childhood memories and pouring them back into the present. The homegrown ethnic food brand has introduced its Summerwala Sharbat range, a five-flavour line-up designed to recreate the familiar tastes and rituals of Indian summers, while catering to modern consumption habits. The range features Mango Panna, Rose Syrup, Jeera Masala Syrup, Khus Syrup and Lemon Ginger Squash, each rooted in flavours that have long defined seasonal refreshment across Indian households. From the tang of raw mango to the cooling comfort of khus, the portfolio leans heavily into recall, not reinvention.
At a time when brands are increasingly leaning on nostalgia as a strategic lever, Mother’s Recipe is positioning Summerwala Sharbat as both a functional beverage and an emotional cue. The idea is simple: revive the small, everyday rituals post-play drinks, family gatherings, the clink of ice in a glass that once defined summer afternoons.
The products are packaged in 750 ml PET bottles and priced at Rs 215, targeting both routine household consumption and social occasions. Distribution spans leading e-commerce platforms as well as select offline retail outlets.
Mother’s Recipe executive director Sanjana Desai said the intent was to bring back flavours tied to “taste, routine and home”, while making them relevant for today’s consumers.
The move reflects a broader shift in the beverages market, where heritage-led storytelling and familiarity are increasingly being used to stand out in a crowded, innovation-heavy category.
With Summerwala Sharbat, Mother’s Recipe isn’t just selling a drink, it’s selling a season, one glass at a time.
