Brands
Noise signs Neeraj Chopra as brand ambassador
Mumbai: Noise, India’s leading connected lifestyle tech brand, has onboarded Neeraj Chopra, Olympic Gold Medalist, and the reigning Javelin world champion as their brand ambassador for smartwatches. The respective journeys of Chopra and Noise represent that from humble beginnings come great things if one never stops dreaming, persevering, and embracing the Noise within. Chopra joins the cohort of cricketing legend and youth icon Virat Kohli and Bollywood star Taapsee Pannu to become the face of Noise’s celebrated wearables.
Chopra’s journey from a promising athlete to an Olympic champion, bringing glory to India on the world stage, is one of consistent effort and evolution, and resonates deeply with Noise’s brand ethos. Noise is the third-largest smartwatch brand globally and the first Indian brand to top the list after global players. With his exceptional achievements and indomitable spirit, Chopra encapsulates the very values that Noise holds at its core, a relentless pursuit of excellence, a dedication to self-improvement, and an unwavering drive to deepen India’s mark globally.
Commenting on the announcement, Noise co-founder Gaurav Khatri said, “We are incredibly excited to welcome Neeraj Chopra, the world champion and hugely inspirational Olympic Gold Medalist to the Noise family. Our prominent position in the realm of smartwatches resonates harmoniously with the path Neeraj has embarked upon to stand as a source of national pride. As we consistently channel our enthusiasm to attune to our inner drive, much like Neeraj, we are confident that our partnership will serve to reinforce our strong bond with the vibrant youth.”
This partnership between Noise and Chopra showcases the mutual dedication to achieving excellence, fostering empowerment, and consistently challenging conventional limits. As Noise maintains its trajectory of innovation and leadership, the role of Chopra as a brand ambassador is poised to significantly enhance the bond and trust with the consumers.
Commenting on the association, Chopra said, “I am thrilled to collaborate with Noise, a brand that focuses on innovation. During my conversations to understand what the brand was about, I got the impression that they are determined to push boundaries in their field, and want to inspire the youth through what they do. It is something I can relate to closely, and it’s what makes this association a good one to have.”
The partnership with Chopra further solidifies Noise’s status as a brand that not only values technological advancement but also celebrates the indomitable spirit of individuals who constantly strive for betterment.
Over the tenure, Chopra will be involved in a robust campaign that entails all touchpoints.
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.
