Brands
Pokémon Go onboards Riteish & Genelia Deshmukh as brand faces in India
Mumbai: Pokémon Go, an augmented reality mobile game by Niantic, has announced Indian cinema couple Riteish Deshmukh and Genelia Deshmukh as brand ambassadors for India. The couple will engage with the game’s growing fan base in the country.
Genelia Deshmukh, an avid Pokémon Go player, made a special appearance at the Pokémon Festivities celebrations in Mumbai, where Pikachu wearing a saree was showcased to highlight the cultural collaboration. Genelia, known for her family values and blending tradition with modernity, is excited about her partnership with Pokémon Go.
“As a mom and a proud Indian, the Festival of Light event is a beautiful blend of tradition and technology. It’s incredible to see Pokémon Go celebrate Indian culture in such a fun and engaging way, with characters like Pikachu wearing a saree! Pokémon has always been special to me, and Pikachu is also both my kid’s favourite Pokémon. Seeing it in a saree is a wonderful experience and being able to share this joy with my family and the world through such an innovative approach is truly exciting,” said Genelia.
Riteish Deshmukh echoed her excitement, adding, “As someone who loves technology and gaming, being part of the Pokémon Go family feels like a natural fit. Playing this game for so long since it came to India in 2016 and now associating with the brand to promote it truly thrills me as it not only encourages fun but also keeps our cultural heritage alive in such an interactive way.”
Niantic’s senior director, strategic partnerships & special projects, Yuki Kawamura stated, “We’re incredibly excited to welcome Riteish and Genelia D’Souza Deshmukh to the Pokémon Go family. Their deep connection with Indian culture and passion for gaming makes them the perfect ambassadors. We’re always striving to create experiences that resonate with our diverse player base, and with this unique celebration, we’re bringing a special piece of Indian heritage to our global platform.”
As part of their ambassadorship, fans can look forward to special videos featuring Riteish and Genelia sharing their experiences with Pokémon Go.
Additionally, Pokémon Go is hosting exciting festival of lights celebrations, including a special event in Bengaluru on 2 November 2024, at Phoenix Marketcity, where Pikachu will appear in a saree, alongside surprises and giveaways for trainers.
A sweepstake on Instagram will also offer two lucky winners from India a chance to attend the Pokémon GO City Safari in São Paulo.
This partnership emphasises the couple’s appeal and Pokémon Go’s commitment to cultural localization in India, enhancing gaming experiences for its diverse player base. In September 2023, Niantic added Hindi language support to the game, reinforcing its focus on inclusivity and encouraging more players to join their Pokémon Go adventures.
Brands
Devyani International Ltd plans three-subsidiary merger to streamline operations
QSR operator moves to streamline structure and unlock operational synergies
Devyani International is tightening its corporate kitchen. The quick-service restaurant operator has approved a scheme to merge three subsidiaries—Sky Gate Hospitality, Blackvelvet Hospitality and Say Chefs Eatery—into the parent company in a bid to simplify its structure and sharpen operational efficiency.
The decision was cleared at a board meeting on March 10 and disclosed in a regulatory filing to the stock exchanges. The merger will take effect from April 1, 2025, subject to statutory approvals.
All three transferor companies are direct or indirect wholly owned subsidiaries, meaning no fresh shares will be issued and the shareholding pattern of Devyani International will remain unchanged once the scheme is completed.
The subsidiaries together operate more than 100 outlets—including dine-in restaurants and cloud kitchens, spread across over 40 cities such as Delhi NCR, Mumbai, Kolkata and Bengaluru.
Devyani International, the largest franchisee of Yum Brands in India, said the consolidation is aimed at generating operational synergies, optimising resource utilisation and reducing layers within the corporate structure.
Financially, the move brings together businesses of varying scale. As of March 31, 2025, Devyani International reported a net worth of Rs 10,381.02 million and turnover of Rs 33,493.33 million. Sky Gate Hospitality posted a net worth of Rs 761.14 million with turnover of Rs 2,657.57 million, while Blackvelvet Hospitality and Say Chefs Eatery reported smaller operations and negative net worth.
The merger will consolidate these operations under a single corporate umbrella as the company sharpens its focus on scale and efficiency.
Devyani International currently runs more than 2,000 outlets across over 280 cities in India, Nigeria, Nepal and Thailand. Its portfolio includes franchise rights for brands such as Pizza Hut, KFC, Costa Coffee, Tea Live, New York Fries and Sanook Kitchen, alongside its own food brands.
With the paperwork underway and approvals pending, Devyani is essentially clearing the corporate clutter—turning three subsidiaries into one tighter, leaner operation. In the QSR world, even the back office needs a spring clean.
