Brands
MobiKwik partners with EPIC for Diwali Dhamaka offer
MUMBAI: Festivals are the perfect time to indulge as well as make investments. To add to the many options available this festive season, MobiKwik, India’s leading financial services platform has partnered with EPIC On, a leading premium video-on-demand platform by EPIC channel – India Ka Apna Infotainment, for an exclusive ‘Diwali Dhamaka’ offer. All subscriptions made for EPIC On through MobiKwik will get you 30% Supercash. This limited offer is currently available and valid on Quarterly, Half-yearly, and Annual subscription plans.
According to a PWC report, over the past decade, the video on demand (VoD) market has evolved across the world, including India. Advancements in technology and telecom infrastructure have made ‘anything-anytime-anywhere’ a definite and scalable reality for content consumption. With the launch of over-the-top (OTT) services, VoD has been at the forefront of disruption in the media industry. Moreover, this disruption has transformed the value drivers in the entire chain of production, aggregation, and distribution, with consumer reach and satisfaction becoming the holy grail.
A homegrown company, founded in 2009, MobiKwik is focused on becoming the payment platform of choice for the customer of infotainment and OTT platforms. It strives to bring the best possible solutions to its consumer family and the association with EPIC On is just another example of how.
The EPIC On library comprises of high-definition (HD) content across genres – with select shows in Hindi, English, and Tamil – along with the short format content, and video books by renowned author like Devdutt Pattanaik. EPIC On users can also catch up on the latest episodes of their favorite shows like the EPIC India Quiz Challenge, Lost Recipes Season 2 and more on the app. The EPIC On app is available across multiple devices like App Store, Play Store, Fire TV Stick, Android TV, Apple TV, and Xiaomi’s MI TV
The union between these two brands promises to bring to masses an eclectic mix of non-fiction content that aspires to help the younger generation imbibe the diversity of India. EPIC On’s partnership with MobiKwik is the best example of how homegrown organizations today are helping build each other up.
Commenting on the association, MobiKwik founder & CEO Bipin Preet Singh said, “Our intention of partnering with a video-on-demand platform is to provide a large number of our users, access to premium on-demand content at attractive price points. We have observed the success of OTT platforms over the last few years and to invest in the segment was just a natural progression for our brand. We understand the shift in customer choices and content consumption behavior. EPIC On was the best choice for us as the platform has curated some unique shows for its consumers. EPIC On boasts of diverse content across genres and makes the dissemination of interactive & engaging. Users instantly connect with the shows and enjoy watching them with their families. EPIC On is a truly enriching experience and this festive season, I am certain our customers will appreciate this offering on our platform.”
Commenting on the partnership EPIC On AVP-product & strategy Adita Jain said, “At EPIC On we constantly aspire to find innovative ways to engage with newer audiences. This Diwali, EPIC On’s association with MobiKwik will help us do just that. By partnering with such a leading platform, we are reaching out to make the MobiKwik consumer family a part of the EPIC on Family as well. The consumers can look forward to their holidays being full of cheer and entertainment with a host of fresh original content offerings coming their way."
Brands
India’s food culture takes a bold turn in 2025
From fusion desserts to experiential dining, four trends reshape how the nation eats.
MUMBAI: India’s plates just got a serious upgrade in 2025 because when tradition meets TikTok and fusion meets fitness, even the humble samosa starts feeling trendy. The Godrej Food Trends Report 2025 predicted several shifts in Indian eating habits, and the past year proved the forecasters right. From reimagined desserts to immersive dining experiences, Indian consumers showed they want authenticity, convenience, global flavours and health in equal measure.
Here are four trends that truly came alive in 2025 and are now shaping how India eats and dines:
1. Indian Desserts Get a Modern Makeover Traditional mithai found fresh life through fusion experiments. Cheesecakes, truffles and plated desserts inspired by classics like gulab jamun and rasgulla gained popularity, while chocolate-forward, fruit-led and lower-sugar options appealed to younger diners. According to the How India Eats 2025 report, desserts and ice-cream parlours were among the fastest-growing segments in organised food services. Examples: The Bombay Canteen’s Coffee Rasgulla Sundae and Le Chocolate Cakes and More’s Gulab Jamun Cake. Chef Aarohi Sanghavi of Maki Patisserie noted the shift toward seasonality and fresh Indian produce, while Chef Heena Punwani of Maska Bakery highlighted the appeal of flexible, weekend-special menus.
2. Social Media Becomes the New Menu Food discovery went fully digital. Instagram Reels, YouTube reviews and creator-led content heavily influenced dining choices, with food remaining one of the most consumed categories on social media. Restaurants began designing visually striking dishes specifically for shareability, while many diners found new spots through viral videos rather than traditional advertising. The How India Eats 2025 report revealed that over 75% of marketing spends by leading QSR chains now go toward digital channels. Cafes like Mokai and Candies became creator favourites, and brands such as Bastian Hospitality curated highly shareable pop-ups and events. Kavita Rajwade of IVM Podcasts emphasised how long-form storytelling helps decode food’s cultural and economic layers, while Pranav Joshi of Floydian Cookery admitted his page grew far beyond expectations.
3. Snacking Culture Goes Mainstream India’s love for snacks evolved into a full grazing lifestyle, with many opting for multiple small bites throughout the day instead of three structured meals. This shift spurred innovation in formats—from gourmet chips and fusion street food to protein-packed options. Restaurants responded with small-plate menus designed for sharing. The How India Eats 2025 report noted that late-night orders grew nearly 3x faster than dinner. Brands like The Whole Truth Foods and Green Snack Co. popularised clean-label snacks such as protein bars and roasted nuts. Madhushree Basu Roy of Pikturenama Studios predicted a mix of convenience, health consciousness and global influences, while freelance food writer Sharmila Vaidyanathan observed that consumers want the best of both worlds healthy options for routine snacking and traditional treats for special occasions.
4. Dining Becomes an Experience, Not Just a Meal The most noticeable shift was the rise of experiential dining. Consumers increasingly sought restaurants that offered more than good food, they wanted immersion, storytelling and chef-driven concepts. Venues like Papa’s in Mumbai (intimate tasting menus), Bombay Daak (theatrical regional flavours) and Masala Library (modernist presentations) turned meals into memorable events. Tasting menus, themed pop-ups and chef collaborations became more common, transforming dining out into entertainment. The How India Eats 2025 report highlighted how experience-led formats and storytelling are key to attracting younger diners. Chef Karan Upmanyu of ParTTwo in Bengaluru observed that new outlets are breaking away from rigid formats, focusing instead on creating relaxed spaces where people simply enjoy spending time.
As 2026 unfolds, these trends suggest India’s food culture is no longer just about what’s on the plate, it’s about how the plate makes us feel, connect and remember. From a quick Reel-inspired snack to a full theatrical dining experience, Indian diners are voting with their forks for food that is both rooted in tradition and unafraid to experiment. The table, it seems, has never been more exciting.
