MAM
Pepsi signs up as pouring partner of eight IPL teams
MUMBAI: After winning the title sponsorship for the biggest annual sporting event in the subcontinent, PepsiCo India has associated with eight out of nine IPL teams excluding Mumbai Indians as the ‘Exclusive Pouring Partner’.
This year Delhi Daredevils, Chennai Super Kings, Rajasthan Royals, Royal Challengers Bangalore, Pune Warriors India, The Sunrisers Hyderabad, Kings XI Punjab and reigning champions Kolkata Knight Riders will say “Oh Yes Abhi!” to Pepsi and other brands in the PepsiCo portfolio.
The company will have exclusive pouring rights at partner teams’ home matches along with the title of the official beverage for the eight teams. The association will extend to PepsiCo’s robust food and beverage portfolio including Pepsi, Mountain Dew, 7UP, Mango Slice, Mirinda, Aquafina, Tropicana, Lay’s, Kurkure, Aliva and Quaker Oats.
These team partnerships, along with the title sponsorship and the robust on-air, on-line and on-ground plans will ensure maximum visibility and engagement for PepsiCo’s brands.
While activations with Delhi Daredevils will be led by both Pepsi and Mountain Dew; Kolkata Knight Riders and Pune Warriors will be led by Pepsi; Rajasthan Royals and Kings XI Punjab by Mountain Dew; Chennai Super Kings, The Sunrisers Hyderabad and Royal Challengers Bangalore by 7UP. Additionally, these associations also bring with it exclusive pouring rights, joint marketing association opportunities along with other benefits for both food and beverage brands.
PepsiCo India Region CEO, Beverages Gautham Mukkavilli said, “At PepsiCo, we believe that winning the title sponsorship of Pepsi-IPL was just the beginning and we are committed to back it with smart, strategic and high-decibel marketing and activation plans that will help us maximize the tournament’s potential. We are thrilled to announce our association with the eight franchise teams and will continue to build a campaign that will change the face of sport sponsorships and activations in India. Cricket lovers can look forward to a lot more excitement, never before experiences and a memorable sporting season.”
PepsiCo has also signed the Co-Presenting broadcast sponsorship deal with Multi Screen Media (MSM), owners of the Max channel that will be broadcasting Pepsi-IPL 2013. Apart from a strong on-air play of its portfolio, PepsiCo is working on a series of customised innovations with MSM to maximise its association with the broadcaster.
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.
