Brands
NueGo partners with ‘Main Atal Hoon’ film starring Pankaj Tripathi
Mumbai: GreenCell Mobility’s electric bus service, NueGo is to announce a groundbreaking collaboration with the much-awaited film “Main Atal Hoon”, starring actor Pankaj Tripathi. This partnership highlights NueGo’s dedication to expanding its reach and connecting with audiences through innovative and engaging narratives.
As a celebration of this partnership, NueGo is delighted to offer a special promotion: a flat 10 per cent discount on all travel routes. By simply using the promo code “ATAL” on the NueGo website, travellers can avail of this discount, making their journeys more accessible and eco-friendly. This exclusive offer, valid from 10 January 2024 to 18 February 2024, invites fans of the film and those looking to travel to enjoy sustainable travel with NueGo. Produced by Vinod Bhanushali’s Bhanushali Studios Ltd and Legend Studios, the biographical drama is directed by National Awardee director Ravi Jadhav and written by Rishi Virmani and Ravi Jadhav.
GreenCell Mobility CEO & MD Devendra Chawla expressed his enthusiasm about the partnership, stating, “Aligning with ‘Main Atal Hoon’ and its talented cast, including Pankaj Tripathi, symbolizes a perfect union of entertainment with sustainable travel. This initiative aims to raise awareness about eco-friendly transportation among a broader audience, reflecting our commitment to clean and green travel solutions.”
NueGo is dedicated to providing an exceptional travel experience that parallels air travel, with amenities like mobile charging points, ample legroom, and comfortable reclining seats. Safety is a top priority for NueGo, evident in its comprehensive measures including CCTV surveillance, driver breath analyzers, driver monitoring systems, and strict speed limit adherence. NueGo buses undergo 25 rigorous safety checks, ensuring the highest standards of safety, particularly for women seeking secure travel options.
NueGo’s network is extensive, covering routes from Delhi to major cities like Chandigarh, Dehradun, Agra, Ludhiana, Jaipur, Shimla, and more, as well as connecting various cities like Indore to Bhopal, Bhopal to Sagar, Bhopal to Ujjain, Hyderabad to Vijayawada, Hyderabad to Guntur, Hyderabad to Eluru, Bangalore to Tirupati, Bangalore to Chennai, Bangalore to Pondicherry, Bangalore to Coimbatore, Chennai to Tirupati and Chennai to Pondicherry.
Booking a journey on any of these routes is easy and accessible through NueGo’s official website www.nuego.in or other digital platforms like the NueGo app, Redbus, Paytm, and Abhibus.
Brands
Zydus Wellness expands Ritebite Max Protein into new formats
RTD shakes, ghee jaggery bars and Korean chips target $10–12 bn protein market.
MUMBAI: Protein is no longer just gym talk, it’s making a full-course entry into everyday India. Zydus Wellness Ltd. is stretching its Ritebite Max Protein portfolio across three new formats, signalling a sharper push to turn protein from a niche supplement into a daily habit. The expansion brings ready-to-drink (RTD) protein shakes, culturally rooted ghee jaggery bars, and Korean-inspired protein chips under one umbrella, an attempt to build what the company calls a “multi-format protein ecosystem”. The move targets India’s rapidly expanding protein market, currently estimated at $10–12 billion and growing at a mid-teen CAGR.
The numbers suggest the strategy already has legs. In Q3 FY26, Ritebite Max Protein posted near double-digit EBITDA margins following its acquisition, driven by distribution expansion, product innovation and broader category tailwinds.
At the centre of the rollout is convenience. The newly launched RTD shakes available in Choco Burst and Berry Blush deliver 26 grams of protein per 250 ml serving, designed for on-the-go consumption. Meanwhile, the “Roots” Ghee Jaggery Protein Bars blend traditional Indian ingredients with whey and casein, offering 10 grams of protein and 4 grams of fibre per serving.
But the play isn’t just about nostalgia. On the other end of the spectrum, Korean-flavoured protein chips featuring variants like Hot Chilli, Barbeque and Gochujang tap into global snacking trends. Each 60-gram serving delivers 10 grams of protein and 4 grams of fibre, alongside claims such as no palm oil and gluten-free formulation.
The broader insight is clear: the protein category is fragmenting along lifestyle lines. One cohort is leaning into familiarity and traditional formats, while another is chasing novelty and international flavours. Zydus is betting it can straddle both worlds.
With a nationwide rollout planned across e-commerce and quick-commerce platforms, the company is positioning Ritebite Max Protein not just as a product line, but as a day-long consumption habit, one shake, bar, or chip at a time.
