Brands
Move over protein condoms, Crocs India just launched Protein Crocs™ for April Fool’s Day
The footwear brand taps into India’s gym-rat obsession with a deadpan fake product complete with edible Jibbitz and a creatine-infused sole
GURUGRAM: Crocs India has found its sweet spot at the intersection of sneaker culture and supplement obsession. For April Fool’s Day, the brand unveiled Protein Crocs™, a gloriously absurd fictional product designed for the kind of person who tracks their macros but skips leg day.
The creative, posted on Instagram, does not hold back. The imaginary shoe packs 20g of protein, comes loaded with edible Jibbitz, is curated for gym freaks and, most magnificently, features a creatine-infused sole. A “one more set” voice assistant is thrown in for good measure. The post racked up 125 likes and nine comments within an hour, with followers already clamouring for a creatine version.
It is a sharp piece of brand wit. Protein culture has swept through urban India with a fervour that borders on religion, and Crocs, never one to take itself too seriously, has leaned straight into it. The joke lands because it is just plausible enough — in a market where protein ice cream, protein chai and protein dosas are entirely real products, a protein shoe does not feel entirely impossible.
Gym freaks, the sole is not actually creatine-infused. But the brand very much knows its audience.
Brands
Ekart expands IKEA partnership with EV deliveries in Chennai
3PL to handle 600 plus products with 48 hour delivery via EV fleet.
MUMBAI: Flatpacks are going electric and your sofa might now arrive with a smaller carbon footprint. Ekart has expanded its partnership with IKEA to power last-mile deliveries in Chennai, doubling down on speed, scale and sustainability in one of India’s key urban markets. Under the collaboration, Ekart will manage end-to-end large-format deliveries for IKEA across the city using a 100 per cent dedicated electric vehicle fleet. The move makes Chennai the second major market after NCR-Delhi where Ekart handles IKEA’s last-mile logistics, signalling a broader rollout of EV-led supply chains.
The mandate is no small load. Ekart will oversee deliveries for over 600 products from IKEA’s catalogue, ranging from furniture to home décor—categories that demand specialised handling and precision logistics.
Backed by its technology-driven fulfilment network, Ekart is targeting deliveries within a 48-hour window, offering real-time tracking and end-to-end visibility from warehouse to doorstep. The focus is clear: faster turnarounds without compromising on control or customer experience.
The EV-first model also aligns with both companies’ sustainability goals, as urban logistics increasingly shifts towards zero-emission solutions. For IKEA, which continues to expand its omnichannel presence in India, reliable and eco-conscious last-mile delivery is becoming central to scale.
For Ekart, the partnership reinforces its positioning as an enterprise-grade logistics player in large-format commerce. The company already supports over 1,800 retail, D2C and enterprise brands, spanning last-mile delivery, part-truckload services and warehousing.
As India’s logistics ecosystem evolves, this collaboration highlights a growing trend: delivery is no longer just about distance, it’s about efficiency, experience and increasingly, emissions.
