MAM
Peter England launches Unique and First-of-its-kind Neem Tulsi Collection
Peter England, a leading international menswear brand from the house of Aditya Birla Fashion and Retail Limited, launched an innovative range of apparel called as the Neem Tulsi Collection as part of their wellness fashion initiative. The brand has launched this collection with a comprehensive ad campaign that pays homage to the legacy of ancient Indian herbs and showcases the new collection which is infused with the goodness of these wonder herbs, Neem and Tulsi.
Under this Collection, Peter England will be launching Shirts, Masks, Jeans, Bermudas, Kurtas and Pyjamas which are powered with a patented technology called “Enliven“. This is a unique mixture of 100% Herbal Neem, Tulsi and other healing herbs, to add comprehensive hygiene functions like anti-bacterial, anti-fungal and tested to provide defense against Ultraviolet rays for minimum UPF20.
Developed and perfected with years of R&D in technical collaboration with IIT Delhi, Enliven is a patented technology from Advantage Nature (A unit of ATPL)- Advantage Organic Naturals Technologies Pvt. Ltd, which is a start-up company incubated at Technology Business Incubation Unit of IIT Delhi. This groundbreaking technology in fabrics is tested as per AATCC 100-2012 and AATCC183 testing standards for the stated properties that can last up to 20 gentle washes.
With a history of creating innovative products, Peter England started the journey of Wellness Fashion about two years ago. Produced in a factory located in a small village in Himachal Pradesh, the making of these apparels involves ancient ways of extracting benefits from herbs, combined with new-age nano-biotechnology, to provide nature’s best in a sustainable way. The Shirt fabric particularly is developed under the Home-Made-Cotton Initiative through energy efficient small scale units where the cotton is directly procured from our farmers avoiding middlemen. And hence, these labours of love is just not an ode to our farmers but also a tribute to our rich Vedic heritage.
Commenting on the launch, Mr. Manish Singhai, COO, Peter England said, “Peter England has always brought numerous innovative products and we are thrilled to launch our Neem Tulsi Collection, which is the need of the hour. With this range, we aim to incorporate Indian ancient Vedic heritage and set a new benchmark in sustainable and wellness fashion. As a brand that caters to the evolving consumer sensibilities, this collection comes as a breakthrough in the today’s fashion category.”
Speaking about the launch, Mr. Rajiv Rai Sachdev, CMD – Advantage Nature (a unit of ATPL) said, “We feel proud to be associated with a responsible brand like Peter England from esteemed Aditya Birla Group and we being a techno-startup company wanted to associate with a brand which has likeminded vision and mindset to promote sustainability and Circular Economy in Textiles on National & International level. ENLIVEN is truly the most sustainable, safe and 100% Herbal product. Fabric treated with Enliven has been tested for having excellent Anti-bacterial, Anti-fungal, Anti-odor, UV Resistant and Mosquito Repellent properties. Moreover, it also negates the toxic effect of chemical dyes on our skin; hence this is the most viable product to safeguard its users in the current scenario.”
The Campaign communication is developed in creative collaboration with DDB Mudra. Speaking on the campaign, Vishnu Srivastav, Regional Creative Head – Advertising and Digital, DDB Mudra South said, “Neem and Tulsi, which have been growing in our own backyards, have been revered by the Indian populace for generations together. To infuse the goodness of it in the fabric, is nothing short of a breakthrough in fashion innovation. We at DDB Mudra share the same passion for creating a meaningful intervention in consumers' lives. This one was challenging with Peter England’s international legacy and a product that is truly inspired from India’s heritage. We are extremely excited to partner with Peter England in presenting this one-of-a-kind innovation to the world.”
Peter England has launched a high decibel digital campaign on various innovative and impactful platforms to promote this innovative collection.
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI:Â 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.
