MAM
Mrityunjay Kumar’s Mashrise to monetise Railyatri and Intrcity Smartbus platforms across digital and physical touchpoints
MUMBAI: Railyatri and Intrcity Smartbus, under Stelling Technologies, have onboarded digital marketing agency Mashrise as their official monetisation partner. The deal will see Mashrise spearhead integrated revenue strategies across the brands’ extensive digital and offline ecosystems, tapping into the fast-evolving intercity mobility segment.
With this mandate, Mashrise will design and execute brand campaigns across mobile apps, in-app integrations, branded content, and transit media on Railyatri and Intrcity buses. Offline activations will include smart screens, on-ground events, and experiential zones inside premium buses operating across major Indian corridors.
“We are excited to partner with Intrcity & Railyatri, who have modernised the Indian travel experience. With this mandate, our goal is to create innovative, high-impact monetisation solutions that not only unlock new revenue channels but also enhance the commuter experience for millions of users”, said Mashrise co-founder Mrityunjay Kumar.
Railyatri and Intrcity have emerged as leading players in long-distance mobility, with Intrcity Smartbus offering features like onboard washrooms, AI-led fleet tracking, and real-time customer support. The partnership aims to blend these technology-led services with tailored brand experiences.
“We take pride in deeply integrating with brands and providing them solutions that are both digital and on-ground. Our partnership with Mashrise, given their strong foothold in the media and advertising world, will elevate the brand solutions we offer”, said Railyatri & IntrCity founding member Dinesh Rathi.
With Railyatri servicing millions of train travellers and Intrcity operating on key interstate routes, this tie-up is poised to generate high-ROI brand integrations, giving advertisers access to a highly engaged and mobile-first audience.
The partnership signals Railyatri’s next growth leap as it sharpens its commercial focus and enhances its position as a key media asset in India’s travel-tech sector.
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.
