MAM
Percept Talent Management to tap into CommonWealth Games winners
MUMBAI: Percept Talent Management (PTM), the celebrity management division of Percept, is looking to cash in on the increase in brand value of athletes who have won medals at the recently concluded Commonwealth Games (CWG).
PTM CEO Rajnish Sahay says that he is talking to 16 medal winners in the CWG across different disciplines to represent them for among other things endorsements. One of them is Saina Nehwal who is said to command Rs 10 million an endorsement. “We already represent Sushil Kumar, Vijender Singh, Jwala Gutta and Ashwini Ponappa. We will sign up deals for Kumar for a variety of products.”
Kumar recently did a deal with the National Egg Co-ordination Committee.
Deals between PTM and the athletes will be for three to five years. “Health, sports, fitness and lifestyle brands will be the ones most interested in associating with these athletes. Our job is to manage PR, appearances, events that sportspeople that we represent feature in. We will also look after their digital rights,” says Sahay.
In terms of working with Indian sports federations to create more visibility for sports, Sahay says that they are talking to the Indian wrestling federation. The aim will be to have a grassroots programme as well as entertainment sports events featuring Indian and international stars. Percept will look at badminton and shooting.
The challenge for any of the medal winners of the Commonwealth Games will be to maintain visibility across the year. “It cannot be that after the Asian Games the athlete disappears from the scene. They have to perform at an international level. They have to be visible in the media regularly. If it is just a one off then the sponsor who has done a one year deal might not get the desired value,” an analyst says.
According to Sahay, the coverage of non cricket has grown especially if an Indian participant does well. “Things are changing in this respect. The push that Percept will give to different sports will also help give the athletes visibility. There are also international events that take place regularly,” Sahay says.
Brands
Eternal posts Rs 54,364 crore revenue, up 168 per cent in FY26
Q4 profit rises to Rs 174 crore as firm streamlines District business
NEW DELHI: Eternal Limited reported a sharp surge in scale for FY26, with consolidated revenue rising 168 per cent year-on-year to Rs 54,364 crore, underscoring strong growth across its core businesses.
The company’s growth was mirrored in its bottom line, with a total annual profit of Rs 366 crore. The fourth quarter was particularly strong, contributing Rs 17,292 crore in revenue and Rs 174 crore in profit, a sharp rise compared to the Rs 39 crore profit recorded in the same period last year.
Key financial metrics from the report include:
- Total assets: Increased to Rs 40,736 crore from last year’s Rs 35,623 crore.
- Delivery charges: The company collected Rs 9,065 crore in delivery and related charges over the year.
- Employee costs: Staffing and benefit expenses amounted to Rs 3,536 crore.
- Liquidity: The firm maintains a cash balance of Rs 996 crore, supported by Rs 632 crore generated from operating activities.
On the strategic front, the company has approved the transfer of its District platform’s technology stack to its wholly owned subsidiary, Wasteland Entertainment Private Limited. The deal, valued at Rs 24.19 crore, will be completed in cash and is expected to close by May 1, 2026, along with the transition of select employees. The move is aimed at consolidating its entertainment and ticketing operations under a focused entity.
From a regulatory standpoint, statutory auditors Deloitte Haskins & Sells issued an unmodified opinion on the financial results. However, they flagged an ongoing show cause notice related to GST on delivery charges, which the company continues to contest, citing a strong legal position.
With robust revenue growth and ongoing structural tweaks, Eternal is clearly sharpening its playbook as it expands beyond its core into a broader consumer services ecosystem.
