MAM
Nu-Shakti ventures into e-commerce, boosting customer reach
MUMBAI: Nu-Shakti – a Royal DSM brand – has entered the burgeoning multitrillion-dollar e-commerce space by partnering with Flipkart and BigBasket. The brand’s nutritious, locally relevant, affordable food and beverage products are now easily available to consumers online.
Royal DSM is a global science-based company active in health, nutrition and sustainable living. Through Nu-Shakti, it is addressing the need for proper nutrition in daily meals across India by launching a one-of-its-kind pre-mix micronutrient supplement enriched with essential nutrients and vitamins to provide complete nutrition.
Alok Kohli, Business Director – DSM India, said, “Nu-Shakti has entered the growing e-commerce space in India, aiming to make its product portfolio available to consumers in the comfort of their homes. We want to make a positive impact on the health of people across the country via our innovative products that address the widespread nutritional deficiency. Our products enable easy fortification of food at home without compromising on taste or appearance of the food and providing consumers with a nutritious, balanced diet.”
Besides Chennai, the products have received an overwhelming response from upcountry markets such as Madurai, Coimbatore, Nagercoil and other cities of Tamil Nadu.
Nu-Shakti’s product range includes Powermix for rice (fortified rice kernels), Powermix for atta (fortified atta/flour) and MixMe (fortified orange-flavoured beverage mix). Available at select modern trade outlets and kirana (retail) stores in Tamil Nadu, Nu-Shakti products have been introduced at affordable per-unit prices starting from Rs5.
MAM
Pulse launches 7th Loyalty Day with #PulseUpYourDrink campaign
Runs May 1 to 15, invites fans to create drinks, 100 winners get merchandise.
MUJMBAI: If candy had a cocktail hour, Pulse is ready to stir things up literally. The Dharampal Satyapal Group’s confectionery brand has rolled out the seventh edition of Pulse Loyalty Day, anchored by a new digital-first campaign, #PulseUpYourDrink, running from May 1 to May 15, 2026. The idea: turn a tangy candy into a creative ingredient, and let consumers do the mixing. Tapping into a growing trend of flavour experimentation, especially among Gen Z and millennials, the campaign invites fans to create mocktails and beverages using Pulse candy. The format leans heavily on user-generated content, with participants encouraged to share their creations on social media by tagging @passpass_pulse.
To kick things off, a set of chefs will introduce Pulse-inspired mocktail recipes, setting the base for fans to remix and reinterpret. Actor Mannara Chopra joins the campaign to amplify reach, signalling a continued focus on youth engagement.
The activation is designed to play out across the digital ecosystem, with nano and micro influencers driving participation and conversation. As an added incentive, 100 participants will win Pulse-branded merchandise, blending fandom with rewards.
Pulse, which has led the hard-boiled candy segment for the past nine years, is increasingly positioning itself as more than just a product leaning into culture, community and online behaviour. Loyalty Day, now in its seventh edition, has evolved into a recurring digital moment where consumers actively co-create the brand narrative.
The strategy is clear: keep the flavour familiar, but the engagement fresh. Because in today’s attention economy, even a candy needs to stay in the mix.
