Brands
Optimum Nutrition unveils project Protein Thali on World Protein Day
MUMBAI: To mark World Protein Day, Optimum Nutrition has unveiled project Protein Thali, an initiative designed to educate active Indian adults on the importance of protein in their diet. The campaign aims to bridge the country’s significant protein deficiency by encouraging individuals to rethink meal compositions and make protein a priority.
With 73 per cent of India’s population deficient in protein and over 90 per cent unaware of their daily protein needs, project Protein Thali seeks to drive awareness and behavioural change. The campaign promotes the swap the serve concept, advocating for replacing a portion of carbohydrates with protein. When combined with Optimum Nutrition’s Gold Standard 100 per cent Whey, a single meal can provide 40 grams of protein-an essential component for muscle gain and recovery after physical activity.
Renowned athlete PV Sindhu stated, “Throughout my journey as an athlete, expert guidance on nutrition has been vital to my performance. Protein plays a key role in recovery, and I am excited to collaborate with Optimum Nutrition to share these insights through project Protein Thali.”
Glanbia Performance Nutrition general manager, Sumit Mathur stated, “Protein is crucial, yet many Indians, including sports enthusiasts, do not prioritise it. By transforming the traditional Indian thali into a Protein Thali, we aim to inspire a shift towards a protein-inclusive diet.”
In a practical demonstration of its commitment, Optimum Nutrition introduced project Protein Thali at the Inspire Institute of Sport (IIS), where athletes were served specially curated protein-rich meals, including Gold Standard 100 per cent Whey. This initiative aimed to highlight how effortlessly protein can be incorporated into daily diets.
Optimum Nutrition invites consumers to participate in the movement by sharing their own Protein Thali creations on social media using Swaptheserve. With Gold Standard 100 per cent Whey trusted by millions worldwide, the brand continues to lead the way in fulfilling the protein needs of active individuals.
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.
