Brands
Pawtrait mode on as tattoos go furry and feel-good
MUMBAI: A tattoo might fade a little over time, but a paw print on the soul? That one’s permanent. In a bold blend of ink and emotion, Aliens Tattoo has launched Part of You, India’s first national tattoo movement celebrating the bond between people and their pets, and quietly channelling it into purpose.
The initiative offers more than just body art. It’s a full-blown movement turning wagging tails and whiskered memories into legacy pieces, paw prints, pet portraits, or soulful abstract strokes that carry stories of companionship, loss, healing, and joy. And with 1 per cent of campaign revenues pledged to animal welfare groups across India, the tattoos are doing more than just sitting pretty on skin.
“This isn’t just a tattoo. It’s a legacy,” said Aliens Tattoo founder and chief visionary artist Sunny Bhanushali. “When someone loses a pet, or even wants to celebrate the little joys of companionship, we believe that story deserves more than a memory. It deserves permanence. And with ‘Part of You’, we’re making sure that permanence helps more lives not just honours one.”
The numbers already speak in barks and tail wags. The campaign has notched over 7 million organic impressions online, with pet-themed tattoo bookings surging by 43 per cent across Aliens studios in Mumbai, Bangalore, and Hyderabad. The stories are heartbreakingly beautiful like the woman in Pune who inked her late dog’s paw to mark 15 years of unconditional love, or the man from Assam who flew to Mumbai to get his cat’s eyes immortalised in ink.
But Part of You goes beyond the studio chair. A video storytelling series captures the raw emotions behind each tattoo, why people choose permanence, and how the ink becomes therapy, tribute, and identity all at once. There’s also a microsite that guides pet parents through their own tribute journey, with curated design options and artist collaborations that simplify translating feelings into form.
What makes this more than a marketing masterstroke is its structure: Part of You is stitched together like a cultural movement. Aliens Tattoo has looped in animal welfare partners like People for Animals, Pedigree, and Heads Up For Tail alongside tattoo artists and pet parents, making this the first large-scale, brand-led initiative in India to formalise emotional tattooing in a thoughtful, scalable way.
Globally, emotional ink is growing from ashes-infused tattoos in the West to soundwave tributes and pet noseprints. But in India, Part of You is a pioneering howl, giving grieving pet parents not only a safe space but a meaningful ritual.
In an age where tattoos are no longer rebellion but reflection, Part of You reminds us that sometimes, the deepest connections don’t speak, they purr, they nuzzle, and when they’re gone, they leave behind more than memories. They leave a story worth etching forever.
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.
