Brands
playR suits up as UP Yoddhas’ kit and merch partner for PKL season 12
MUMBAI: The UP Yoddhas are stepping onto the kabaddi mat this season with fresh fire in their kits, thanks to premium sportswear brand playR, which has been named the official kitting and merchandise partner for season 12 of the Pro Kabaddi League.
The new kits, revealed under the theme “Passion in every thread, elegance in every colour” promise to fuse resilience and pride with athlete-driven design and cutting-edge fabric technology. Designed for agility, comfort, and durability, the gear aims to keep players looking sharp while surviving the sport’s grit and grind.
For playR, the tie-up is more than stitching uniforms. “Our partnership with the UP Yoddhas goes beyond designing kits, it is about capturing the team’s resilience, energy, and pride,” said iCOREts, founder of playR and director, Ravi Kukreja. “We are eager to see the Yoddhas showcase their spirit on the mat in kits that combine passion, strength, and elegance.”
Led by a powerful mix of raiders and defenders including Surender Gill, Guman Singh, Dong Geon Lee, Sumit, Ashu Singh, and Mohammadreza Kaboudrahangi, the Yoddhas will debut their new look in the season opener against Telugu Titans on 30 August in Visakhapatnam.
The deal not only strengthens the Yoddhas’ commercial roster but also cements playR’s reputation as one of India’s fastest-growing sportswear brands: balancing performance, fashion, and function for athletes and fans alike.
Brands
ITC Sunfeast Farmlite launches Sugar Free Cookies range
New variants offer guilt-free indulgence for health-conscious snackers.
MUMBAI: ITC Sunfeast Farmlite is sweetening the deal for biscuit lovers who want to have their cookie and eat it too without the sugar. The better-for-you biscuits range from ITC Foods has expanded its portfolio with the launch of an all-new Sugar Free Cookies line, aligning with the company’s vision of ‘Help India Eat Better’. The range is designed for consumers who are rethinking sugar in their daily snacking but refuse to compromise on taste and indulgence.
The collection debuts with two tempting variants: Choco Nut Cookies and Hazelnut & Oats Cookies. Both are a source of protein and contain no trans-fat, while the Hazelnut & Oats variant is also lactose-free.
ITC Ltd. vice president (marketing), biscuits, foods division, Suraj Kathuria said, “At Sunfeast Farmlite, we believe mindful snacking should never come at the cost of indulgence. With this launch, we are catering to the growing need for guilt-free snacking while delivering a rich, satisfying cookie experience.”
ITC Ltd. vice president & head of food sciences for foods division Dr Shantanu Das added, “We have applied robust food science to develop cookies that are sugar-free while preserving the taste and texture consumers love.”
Each cookie comes in convenient single-serve packs to maintain texture and freshness. Both variants are available in 100g packs priced at ₹100 and can be found on quick-commerce platforms including Blinkit, Swiggy Instamart, and Zepto.
In a market increasingly leaning towards healthier choices, ITC Sunfeast Farmlite’s new Sugar Free Cookies prove that cutting sugar doesn’t mean cutting joy. For the health-conscious yet indulgent snacker, this could be the perfect bite-sized solution.
