Brands
Parle Agro adds Kesar Badam to Smoodh dairy line-up
The flavoured milk is priced at Rs 10 and Rs 20 and rolls out nationwide
NATIONAL: Parle Agro has expanded its dairy portfolio with the launch of Smoodh Kesar Badam, a new flavoured milk variant under its flagship Smoodh brand.
The product brings together almonds and saffron in a creamy milk base, tapping into one of India’s most familiar flavour profiles. Positioned as an indulgent yet accessible offering, Smoodh Kesar Badam is priced at Rs 10 for 80 ml and Rs 20 for 150 ml, and is aimed at everyday consumption across age groups.
The launch marks a strategic push by Parle Agro to capitalise on rising demand in the flavoured milk segment, where traditional tastes are increasingly being reworked into modern, on-the-go formats. The company said the variant would be available across urban and rural markets through general trade, modern trade, digital platforms and quick commerce channels.
Commenting on the launch, Parle Agro joint managing director and CMO Nadia Chauhan, said the flavour was a natural extension of the brand’s strategy to blend cultural familiarity with contemporary consumption habits. She added that Smoodh continues to focus on making indulgent dairy beverages widely accessible while strengthening its leadership in the category.
The rollout is supported by an integrated marketing campaign spanning out-of-home, digital, social media, influencer partnerships and in-store visibility. Parle Agro said the campaign aims to drive rapid awareness and trial, positioning Smoodh Kesar Badam as a premium yet mass-market choice.
With the addition of Kesar Badam, Smoodh’s flavoured milk portfolio now includes Chocolate, Chocolate Hazelnut, Toffee Caramel and Kesar Badam, alongside the company’s broader dairy play in lassi.
Brands
Wellbeing Nutrition ropes in Malavika Mohanan as brand ambassador
Actor fronts Marine Collagen and Skin Fuel Glutathione portfolio.
MUMBAI: Malavika Mohanan just became the face of inner glow because when your skincare starts in the bottle instead of the jar, even beauty gets a glow-up from the inside out. Wellbeing Nutrition has appointed acclaimed actor Malavika Mohanan as brand ambassador for its premium Korean Marine Collagen and Skin Fuel Glutathione range. The move signals a deliberate shift in the Indian ingestible beauty segment from surface-level routines to foundation-level nutrition that supports skin health from within.
The campaign positions collagen as the essential “beauty protein” that maintains elasticity and firmness, with daily supplementation reframed as a consistent ritual rather than a quick cosmetic fix. It aims to simplify the science behind collagen and build awareness around long-term skin nourishment.
Wellbeing Nutrition co-founder Saurabh Kapoor said, “In India, collagen is still largely viewed through a cosmetic lens, associated with glow and quick fixes. In reality, it is the primary structural protein of the skin, and we begin losing nearly 1 per cent of it every year in the late 20s. Yet a significant number of consumers remain unaware of its foundational role in long-term skin health. Our goal is to shift the conversation from fixing visible signs to feeding the foundation.”
Malavika Mohanan added, “For me, skincare has always been about consistency and taking care of myself in ways that go beyond just what I apply on my skin. I love the idea of supporting skin health from within, and that’s what drew me to Wellbeing Nutrition’s Marine Collagen and Skin Fuel Gluta.”
The Korean Marine Collagen uses nano-hydrolyzed peptides for better bioavailability, while Skin Fuel Glutathione complements the inside-out approach. The portfolio targets structure, brightness and resilience over time, backed by clinical research.
The ambassador announcement kicks off a broader collagen-focused roadmap for the brand, with planned innovations across formats and functional blends.
In an era where beauty routines are getting deeper than skin, Wellbeing Nutrition isn’t just selling supplements, it’s selling the quiet power of feeding your glow from the inside, one daily scoop at a time.
