Brands
Musclemind debuts with the ‘Activeleisure’ category
Mumbai: Musclemind introduces the new ‘Activeleisure’ category to the apparel market. By bridging the gap between performance activewear and lifestyle athleisure, Musclemind offers premium products that fit the needs of dynamic, on-the-go individuals.
Bharat Gupta, a fourth-generation promoter of a leading renewable company and fitness enthusiast, created Musclemind to address the need for innovative apparel for busy lives. Identifying a gap in the Indian market, Bharat introduced the active leisure category with Musclemind. The brand’s philosophy integrates physical activity with daily life, offering products designed for performance, style, and comfort.
Musclemind’s debut collection features advanced technology and craftsmanship, aiming to blend active pursuits with everyday comfort. The brand uses proprietary technologies such as MotionMax for enhanced stretchability and moisture-wicking, SeasonSense for adapting to thermal changes, ProProtect for UV resistance and odour control, and AeroFlux for ventilation and moisture control.
Musclemind founder and CEO Bharat Gupta said, “We are on a mission to create the first active-leisure category of apparel in the world with our cutting-edge products. At Musclemind, we are not just creating clothes; we are creating a revolution with the active-leisure category that is a blend of functionality, style, and comfort. We have dedicated countless hours to rigorous research and development and crafted products that integrate cutting-edge technology into innovative products like Reformist Compression Tee and Power Leggings. With a vision to inspire movement and wellness worldwide, Musclemind is set to redefine the activewear landscape.”
The Musclemind collection will be available on its official website and selected e-commerce platforms. The collection is competitively priced from Rs 2,600 and upwards.
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Brands
ITC Sunfeast Farmlite launches Sugar Free Cookies range
New variants offer guilt-free indulgence for health-conscious snackers.
MUMBAI: ITC Sunfeast Farmlite is sweetening the deal for biscuit lovers who want to have their cookie and eat it too without the sugar. The better-for-you biscuits range from ITC Foods has expanded its portfolio with the launch of an all-new Sugar Free Cookies line, aligning with the company’s vision of ‘Help India Eat Better’. The range is designed for consumers who are rethinking sugar in their daily snacking but refuse to compromise on taste and indulgence.
The collection debuts with two tempting variants: Choco Nut Cookies and Hazelnut & Oats Cookies. Both are a source of protein and contain no trans-fat, while the Hazelnut & Oats variant is also lactose-free.
ITC Ltd. vice president (marketing), biscuits, foods division, Suraj Kathuria said, “At Sunfeast Farmlite, we believe mindful snacking should never come at the cost of indulgence. With this launch, we are catering to the growing need for guilt-free snacking while delivering a rich, satisfying cookie experience.”
ITC Ltd. vice president & head of food sciences for foods division Dr Shantanu Das added, “We have applied robust food science to develop cookies that are sugar-free while preserving the taste and texture consumers love.”
Each cookie comes in convenient single-serve packs to maintain texture and freshness. Both variants are available in 100g packs priced at ₹100 and can be found on quick-commerce platforms including Blinkit, Swiggy Instamart, and Zepto.
In a market increasingly leaning towards healthier choices, ITC Sunfeast Farmlite’s new Sugar Free Cookies prove that cutting sugar doesn’t mean cutting joy. For the health-conscious yet indulgent snacker, this could be the perfect bite-sized solution.
