Brands
Noise teams up with Aditya Birla Health for tech-driven wellness advocacy
Mumbai: Noise, India’s leading smartwatch and connected lifestyle brand, today announced the strategic partnership with Aditya Birla Health Insurance Co. Ltd. (ABHICL), the health insurance joint venture of Aditya Birla Capital Ltd. (ABCL), a leading diversified financial services company in India. This partnership aims to further enhance the digital experience of the ABHICL policyholders and provide more tech-enabled solutions to monitor their health and fitness activities thereby helping them in their journey to lead healthier lives.
As a result of this collaboration, existing ABHICL customers will be able to synchronize their Noise wearables with their Activ Health app, seamlessly. This integration enables them to monitor their daily fitness activities and, in return, earn premium cashback as HealthReturns™. Once integrated into the Activ Health app, ABHICL will be able to provide personalized recommendations and health-related nudges to help customers track their fitness levels, improve their health, and get rewarded, in line with the insurer’s core principles.
Noise co-founder Amit Khatri, said, “As pioneers in the smart wearable industry, we are committed to promoting a healthier and more fulfilling lifestyle through innovation. Our strategic partnership with Aditya Birla Health Insurance elevates this commitment, allowing us to jointly encourage users to invest in their holistic well-being for a sustainable lifestyle.”
Furthermore, ABHICL policyholders will enjoy exclusive offers from Noise, including special discounts across all product categories, including select premium models. These discounts will remain valid for one year from the date of the partnership’s launch. These benefits will be further amplified through Noise’s community and order placement on Gonoise.com.
Aditya Birla Health Insurance CEO Mayank Bathwal said, “ABHICL has been at the forefront of redefining health insurance, moving beyond conventional indemnity-based insurance, and placing a strong emphasis on overall proactive well-being for our valued customers. Through this strategic partnership with Noise, we will harness our shared beliefs in health and wellness and use our strengths and data analytics expertise to provide even more personalized solutions to our customers in the years ahead.”
Since its inception in 2015, Aditya Birla Health Insurance has been at the forefront of incentivized wellness, with offerings rooted in the philosophy of “Empowering people to lead healthier lives.” One of its unique propositions is the concept of incentivizing policyholders to maintain a healthy lifestyle.
Policyholders can earn up to 100 per cent of their premium as HealthReturns, based on factors such as their Healthy Heart Score, fitness assessment results, and the number of Active Dayz recorded monthly. Active Dayz can be earned by engaging in prescribed fitness activities such as walking 10,000 steps or participating in regular exercise and yoga sessions. HealthReturns funds can be utilised for renewal premiums, non-medical expenses, and outpatient costs.
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.
