Brands
Pratik Vaidya appointed director on IACC National Executive Council
MUMBAI: The Indo-American Chamber of Commerce has added fresh perspective to its national leadership with the appointment of Pratik Vaidya as director of its National Executive Council.
Vaidya, who is chief vision officer and managing director of Karma Management Global Consulting Solutions Pvt Ltd, will play a key role in shaping the Chamber’s strategy, policy engagement and initiatives aimed at deepening India US trade and industry ties.
The appointment builds on Vaidya’s growing influence in policy and compliance circles. He recently took charge as head and convenor of the HR Compliance and Labour Committee at the national level for the India SME Forum, where he works closely with MSMEs on labour code implementation and transparent, business-friendly compliance practices.
With more than two decades of experience, Vaidya has steered Karma Global into a respected international advisory brand. Over the past two years, he has led the launch of three overseas ventures in Canada, the United States and the United Kingdom, where he serves as chairman and managing director.
His global exposure includes representing India at major international forums. He led delegations at the SelectUSA Summit in 2022 and again in June 2023, under the Ministry of MSME, the Ministry of External Affairs and the Indo-American Chamber of Commerce. In July 2023, he also participated in Collision 2023 in Canada, engaging with global innovators and forging partnerships to strengthen Karma Global’s technology and compliance capabilities.
An active member of industry bodies such as the Indo-American Chamber of Commerce, India SME Forum, Indian Chamber of Commerce, Nasscom and Assocham, Vaidya is known for bridging policy intent with on-ground business realities.
Commenting on his new role, Vaidya said India and the United States are entering a phase of deeper economic collaboration driven by trade, innovation and strategic alignment. He added that his focus would be on strengthening dialogue between industry and policymakers, promoting compliant and sustainable business practices, and creating practical platforms for knowledge sharing.
With his mix of global exposure and hands-on expertise, Vaidya’s entry adds momentum to the Chamber’s efforts to make cross-border collaboration not just bigger, but better.
Brands
Britannia 5050 expands premium range with caramel dipped sandwich
New launch blends 50 per cent crunch and 50 per cent melt amid premium snack shift
MUMBAI: It’s not just crunch time anymore, it’s crunch meets caramel curtain call. After more than three decades of owning the sweet-salty sweet spot, Britannia’s 5050 is now leaning into indulgence, adding a caramel twist to its evolving playbook. The brand has introduced the Britannia 5050 Caramel Dipped Crunchy Layered Sandwich, extending its recently launched premium “dipped” range that began with its cheese variant earlier this year.
At the heart of the new offering is a familiar equation with a richer finish 50 per cent crunch and 50 per cent melt reimagined through a caramel-forward profile. The product combines layered, baked crispiness with a smooth caramel coating, tapping into a noticeable shift in how India snacks today.
That shift is less about choosing between textures and more about having both. As consumer preferences tilt towards premiumisation, “melt-in-the-mouth” experiences are increasingly complementing traditional crunchy formats. Add to that the rising popularity of caramel across both Western-style treats and Indian taste adaptations, and the timing begins to make sense.
The result is a deliberately engineered “crunch-to-melt” transition, a multi-sensory bite designed to turn routine snacking into something a little more indulgent. It is also a clear signal of how legacy brands are reworking familiar formats to stay relevant in a market that now expects novelty as much as nostalgia.
Britannia vice-president for marketing Siddharth Gupta pointed to this evolving behaviour, noting that the brand is pushing the 5050 idea beyond flavour into texture. The move, he said, reflects a broader attempt to align with changing consumer expectations while strengthening its position in the premium snacking segment.
The caramel and cheese dipped variants are currently available across select cities through retail outlets and quick commerce platforms, marking Britannia’s continued push into high-frequency, high-indulgence snacking occasions.
If the original 5050 was about balance, this new chapter is about contrast with a glossy caramel finish.
