Brands
Pistachios are the nut of 2023
Mumbai: From lattes to cocktails, fashion and even paint colours, pistachios are having a moment. Food industry leaders like Baum + Whiteman and Lyons Magnus recently predicted pistachios will be the top nut of 2023 in food trend research. Beyond the taste and nutritional benefits of the nut, trends are extending into the colour – and even smell – of pistachios, with the nutty aroma now being used in candles and perfumes.
Looking back at where the pistachio craze began, the pandemic forced consumers to reevaluate their health and wellbeing; people were forced to consider not only what they ate and how it affected them, but also how it affected the planet. The result was a movement toward plant-based proteins, and as a source of complete protein, pistachios fit the bill. Further, the sustainability of pistachios stands out from other crops; pistachios are a permanent crop that spans generations of farmers and as a high desert plant, are relatively drought tolerant.
The increasing popularity of pistachios in India has also been remarkable. Since American Pistachio Growers (APG) started its consumer outreach campaign in the country in 2019, the market for pistachios has grown rapidly. The rise of pistachios in Indian cuisine brings together traditional flavours and modern influences, resulting in a delightful and flavourful experience. Moreover, with the outreach, Indian consumers now recognize the nutritional benefits offered by these delightful nuts.
Renowned nutritionist, functional & lifestyle practitioner and eminent writer Pooja Makhija said, “Foods that are rich in antioxidants help protect healthy cells from free radical damage, and proteins are like the building blocks that help with muscle regeneration and repair. It is amazing that pistachios have both these powers. Since they are shelf stable and easily portable, a handful of American pistachios should be consumed daily by all.” In addition, they also have beneficial fats, fibre and other important nutrients that our body needs every day, Makhija added.
American Pistachios Growers in-country marketing representative Sumit Saran remarked. “We have seen tremendous demand for American pistachios, as consumers in India are getting more aware. India has no commercial production of pistachios. In the past, pistachios used to be imported mainly from Iran. American pistachios are different from other origins. They are loved across the world for their excellent taste, high quality, consistency of size and food safety. They are great as a snack or as an ingredient. American pistachios are now easily available across India on all major e-commerce platforms or with major dry fruit retailers. All consumers have to do is search for California pistachios and choose from the many brands that sell them here.”
Brands
KKR sixes to power EV charger rollout under VIDA campaign
Cricket meets clean mobility as big hits spark India’s charging growth
NEW DELHI: VIDA, the electric mobility arm of Hero MotoCorp, has teamed up with Kolkata Knight Riders to launch a campaign that turns cricketing flair into real-world impact.
Titled ‘6 for 6’, the initiative promises to install a 6kW fast EV charger for every six hit by KKR during the ongoing Indian Premier League season. The idea is simple but powerful, as each big hit on the field contributes directly to expanding India’s fast-charging infrastructure.
The campaign builds on VIDA’s growing network, which already spans over 5,300 fast-charging points across more than 430 cities. With EV adoption gaining pace, the brand is using cricket’s mass appeal to accelerate both awareness and infrastructure growth.
Explaining the thinking behind the move, Hero MotoCorp emerging mobility business unit chief business officer Kausalya Nandakumar said, “Cricket has an incredible ability to unite and inspire millions across the country. With the ‘6 for 6’ campaign, we are turning every big hit on the field into a step towards a cleaner and a more accessible mobility future.”
She added that VIDA’s expanding fast-charging network and removable battery technology are designed to make EV ownership more convenient and practical for everyday users.
From the franchise’s side, the campaign is also about giving on-field moments a larger purpose. Kolkata Knight Riders chief executive officer Venky Mysore said, “The ‘6 for 6’ campaign exemplifies the potential of sport as a platform for meaningful, real-world impact. By linking every six to the expansion of EV charging infrastructure, this partnership transforms fan excitement into tangible progress.”
As part of the rollout, VIDA has introduced co-branded charging stations in KKR’s signature colours, with a flagship installation unveiled alongside team players. The chargers are designed for quick top-ups, powering VIDA scooters from zero to 80 percent in about an hour, while also being positioned along key highways to support longer journeys.
The initiative also taps into VIDA’s removable battery system, which allows users to charge using standard household plug points, adding flexibility to the charging ecosystem.
By blending the thrill of cricket with the urgency of clean mobility, VIDA and KKR have found a neat way to make every six count twice, once on the scoreboard and again on India’s road to an electric future.
