Brands
Myntra M-Now leans on 30-minute gifting for Valentine’s Day
Campaign targets planned and last-minute gifting across key Indian cities
MUMBAI: Myntra has rolled out a Valentine’s Day campaign for its instant delivery service, M-Now, positioning speed and convenience as central to how modern expressions of love are celebrated.
Moving beyond conventional romantic tropes, the campaign centres on four light-hearted films that spotlight friendships, family bonds and everyday gestures, all enabled by deliveries starting in as little as 30 minutes through M-Now.
The Valentine’s storefront on M-Now offers more than 10,000 trend-led styles across over 600 brands, spanning categories including western wear, beauty and personal care, footwear, accessories, décor, loungewear and innerwear sets. The service caters to both planned and last-minute gifting needs.
M-Now continues to see strong traction in tier-1 cities such as Bengaluru, Delhi, Mumbai, Hyderabad, Kolkata and Pune, while adoption is rising in tier-2 markets including Patna, Ahmedabad, Jaipur and Lucknow. High-demand gifting categories include watches, handbags, perfumes, jewellery, gourmet gift boxes, and beauty and fragrance gift sets.
According to Myntra, the films are designed to reflect how love shows up in everyday moments, from bromance and parental intuition to quiet appreciation and togetherness, with M-Now seamlessly supporting these spontaneous gestures.
“Valentine’s Day is a key gifting occasion, and this campaign mirrors how expressions of love are evolving,” said Myntra senior director of brand Abhishek Gour. “M-Now extends our promise of choice and convenience for time-sensitive gifting, backed by warm, relatable storytelling.”
Toaster Insea chief creative officer Ira G, said the campaign leaned into emotion and speed. “With deliveries starting in 30 minutes, M-Now became a vehicle for spreading love across different relationships,” she said.
The campaign reinforces Myntra M-Now’s proposition of instant access to gifting options, anchored by the line “pyaar baantte chalo”, and positions speed as a differentiator in the increasingly competitive quick-commerce fashion space.
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.
