MAM
NRSC-MRUC joint body to be called Readership Survey Council of India
MUMBAI: The joint body formed by merging the National Readership Studies Council (NRSC) and Media Research User‘s Council (MRUC) to conduct an amalgamated readership survey will be called the Readership Survey Council of India (RSCI).
RSCI will be composed of equal number of members from MRUC and NRSC and will release the joint survey in the later half of 2010.
Earlier in August, the MRUC and National Readership Studies Council (NRSC) had passed the relevant resolutions at their respective Governing Council meetings to support the Indian Readership Survey (IRS) and the National Readership Survey (NRS) merger that could set the tone for a single currency in India.
MRUC has been set up by agencies, advertisers and media houses to determine and conduct research required for the assessment of various media for advertising. NRSC, on the other hand, has been constituted by INS, AAAI and ABC for the purpose of carrying out readership surveys in India.
Brands
Mother’s Recipe launches Summerwala Sharbat range
Five nostalgic flavours priced at Rs 215 aim to tap summer refreshment demand.
MUMBAI: Call it a sip of summer nostalgia, Mother’s Recipe is bottling childhood memories and pouring them back into the present. The homegrown ethnic food brand has introduced its Summerwala Sharbat range, a five-flavour line-up designed to recreate the familiar tastes and rituals of Indian summers, while catering to modern consumption habits. The range features Mango Panna, Rose Syrup, Jeera Masala Syrup, Khus Syrup and Lemon Ginger Squash, each rooted in flavours that have long defined seasonal refreshment across Indian households. From the tang of raw mango to the cooling comfort of khus, the portfolio leans heavily into recall, not reinvention.
At a time when brands are increasingly leaning on nostalgia as a strategic lever, Mother’s Recipe is positioning Summerwala Sharbat as both a functional beverage and an emotional cue. The idea is simple: revive the small, everyday rituals post-play drinks, family gatherings, the clink of ice in a glass that once defined summer afternoons.
The products are packaged in 750 ml PET bottles and priced at Rs 215, targeting both routine household consumption and social occasions. Distribution spans leading e-commerce platforms as well as select offline retail outlets.
Mother’s Recipe executive director Sanjana Desai said the intent was to bring back flavours tied to “taste, routine and home”, while making them relevant for today’s consumers.
The move reflects a broader shift in the beverages market, where heritage-led storytelling and familiarity are increasingly being used to stand out in a crowded, innovation-heavy category.
With Summerwala Sharbat, Mother’s Recipe isn’t just selling a drink, it’s selling a season, one glass at a time.
