MAM
Noice launches 15-flavour artisanal dessert range on Instamart
Premium quick-commerce brand rolls out slow-churned ice creams, gelatos and kulfis with real ingredients just in time for summer.
MUMBAI: Noice has churned up something special this summer and it’s anything but full of hot air. The Swiggy-backed premium food brand, known for reviving authentic recipes through small-batch craftsmanship, has launched a 15-flavour artisanal dessert range spanning slow-churned ice creams, Italian-style gelatos, and classic kulfis. Now available on Instamart across major metros, the collection arrives right as temperatures soar, offering a scoop of India’s growing craving for genuine flavours over gimmicky novelties.
Unlike mass-produced ice creams pumped with air for lightness, Noice goes against the grain with a denser, more indulgent approach. “Most ice creams today are engineered for speed, which usually means adding air. Air makes it lighter, but it also takes away from what you’re actually tasting,” explained Royan Mody, Vice President at Noice. “We chose to go the other way slow-churned, less air, and more density. It’s a harder process, but it gives you a texture and richness that holds up.”
The range cleverly blends familiar Indian favourites with globally loved classics, all reimagined using real, high-quality ingredients and traditional techniques. Standouts include Rose Gulkand Ice Cream studded with actual rose petals, Filter Coffee Ice Cream that captures the soul of a South Indian brew, and Coconut featuring real coconuts blended with tender chunks for genuine bite. Other highlights are Kesar Pista, Alphonso Mango, creamy Malai Kulfi, and Italian gelatos in Dark Chocolate, Salted Caramel, and Pistachio.
The lineup breaks down into:
- Slow-churned ice creams featuring regional gems like Rose Gulkand, Coconut, Filter Coffee, Kesar Pista, and fruity Alphonso mango.
- Rich kulfis including Malai, Rose Gulkand, and Kesar Pista, delivering smoother, more indulgent textures.
- Italian gelatos with Dark Chocolate, Salted Caramel, and Pistachio, finished with that signature slow-churned depth.
This focus on process and premium ingredients think whole pistachios, real gulkand, and filter coffee from the South makes the desserts feel relevant across generations, from solo midnight cravings to shared family moments. In a market shifting towards “real” over flashy, Noice’s quick-commerce-first strategy delivers these artisanal treats straight to doorsteps with just a tap on Instamart.
By prioritising density over fluff and authenticity over shortcuts, the brand has whipped up a summer lineup that promises to leave a lasting impression, one rich, flavour-packed spoonful at a time. Whether you’re cooling off with a classic kulfi or exploring a bold gelato twist, Noice is making sure this season’s sweetest indulgence is anything but ordinary.
MAM
Shoppers Stop elevates Biju Kassim as GSS Beauty CEO
Move comes as GSS Beauty scales global brand partnerships in India.
MUMBAI: From store shelves to global shelves, the beauty game is getting a sharper makeover. Shoppers Stop has elevated Biju Kassim as managing director and chief executive officer of Global SS Beauty Brands Limited (GSSBB), signalling a stronger push into the premium beauty segment. The move builds on Kassim’s role in setting up GSSBB, a wholly owned subsidiary that has quickly positioned itself as a fast-growing distribution platform for global beauty brands in India. The unit has been central to Shoppers Stop’s ambition of expanding its footprint in the high-margin beauty and luxury categories.
Chairman Nirvik Singh noted that Kassim’s experience across the beauty ecosystem and his understanding of premium and luxury consumers would help steer the next phase of growth. The focus, he indicated, will be on sharpening the company’s beauty portfolio and scaling partnerships with international brands.
Kassim, for his part, steps into the role at a time when India’s premium beauty market is undergoing rapid evolution, driven by rising consumer aspirations and increased access to global labels. He highlighted that GSSBB will remain a key strategic pillar, with an emphasis on expanding brand partnerships, enhancing consumer experiences and driving growth across markets.
As global beauty brands continue to eye India as a high-growth destination, Shoppers Stop’s bet is clear: owning not just the shelf, but the entire beauty ecosystem behind it.
