Brands
PUMA ropes in fitness icon Milind Soman as running ambassador
Mumbai: Sports brand PUMA has officially signed renowned fitness icon Milind Soman as its Running Ambassador, marking his first-ever partnership with a performance-wear brand.
Having kickstarted his running journey at the age of 38, Milind Soman has always advocated injury-free and safe running practices across various terrains, alternating between barefoot running and shoes depending on the requirement. As part of his partnership with PUMA, Milind will run in the NITRO range – lightweight shoes renowned for their unparalleled cushioning, speed, traction, and stability, wherever the route requires wearing shoes. Among the range, the Deviate NITRO 2 stands out as Milind’s favourite, distinguished by its roomy toe box fit, which provides exceptional support and comfort for his larger feet.
As a high-performance sporting brand, PUMA’s shoes are preferred and worn by numerous sporting icons, including cricket legends Virat Kohli, Harmanpreet Kaur, and Mohammed Shami; sprinting champion Usain Bolt; football stars Neymar Jr and Sunil Chhetri and celebrated boxer MC Mary Kom.
Speaking about this exclusive coming together of legends of the game, Karthik Balagopalan, Managing Director, PUMA India said, “Milind Soman has been the face of running in India and is an inspiration. While he is well-known as a barefoot runner, PUMA becoming his preferred choice of footwear is a testament to the superior NITRO technology in our shoes that provides comfort, performance, and energy return to thrive in the most demanding conditions. This partnership signifies PUMA’s commitment to supporting athletes in their pursuit of excellence, regardless of age, background, or circumstances. We are thrilled to have Milind Soman in the PUMA family and we are confident that this association will further push and strengthen the running revolution in the country.”
PUMA announced its association with Milind through a campaign film for its range of NITRO shoes. The film addresses everyday runners and highlights the reality that running is not an easy sport – it pushes your mind and body. The campaign film emphasizes that while running will still be tough, with PUMA NITRO, the run feels better.
Under this partnership, Milind will endorse PUMA’s NITRO range of footwear and apparel. He will also contribute to the growth of the running community alongside PUMA and represent the brand at top running events and campaigns throughout the year. Additionally, he will also serve as the face of PUMA’s bodywear for men.
“Running is undoubtedly one of the fastest-growing sports in India and I foresee our nation on the brink of becoming a global leader, such as China, Japan, and Singapore in the region, in producing top-tier runners and running communities, including amateur marathon enthusiasts. I meet runners and travel groups across the country all the time and understand the significance of running gear in making running more comfortable. Personally, I have always been impressed by the impeccable fit, comfort, performance, and design of PUMA shoes. As PUMA’s running ambassador, I will work closely with the brand and inspire people around the world to push beyond their perceived limitations and defy the odds,” said Milind Soman, who also likes the colourful variants that PUMA’s running shoes come in.
Through his running and fitness endeavours over the years, Milind has inspired countless fitness enthusiasts to take up running. Currently, he covers an impressive average of 300 kilometres every month as an active runner.
According to the one-of-a-kind sports-focused survey, by PUMA India and analytics firm Nielsen Sports, running was the most actively participated sport & fitness-related activity by adults in India in the year 2023.
Brands
Hocco crosses Rs 530cr revenue in two years
Sauce.vc-led Rs 100cr raise values ice cream brand at Rs 2,500cr pre-money as quick commerce hits 20 per cent of sales.
MUMBAI: Hocco has just scooped a seriously sweet milestone crossing the Rs 530 crore revenue mark in just two full years of operations. The fast-growing Indian ice cream and indulgence brand announced it has raised Rs 100 crore in fresh capital led by Sauce.vc. The round values the company at Rs 2,500 crore pre-money and underscores investor confidence in its rapid scale and distinctive India-first approach.
Founder Ankit Chona said the brand’s success stems from solving real Indian challenges extreme summer heat, fragmented cold chains and culturally rooted tastes. “In India, product development doesn’t end in the lab. It only ends when it survives the street,” he noted. This philosophy has produced viral hits such as Aamchi mango ice cream, BIX cake-sponge sandwiches, the Oh cone and culturally relevant collaborations like Haldiram’s Barfi and festive Modak specials.
Hocco currently operates manufacturing facilities in Ahmedabad and Panipat with a production capacity of approximately 3 lakh litres per day, running near full capacity in peak season. The fresh capital will help expand this to around 4.5 lakh litres per day.
Quick commerce has emerged as a major growth engine, now contributing ~20 per cent of overall business and growing nearly 2x year-on-year. The channel has boosted product discovery, increased consumption frequency and helped extend ice cream beyond its traditional seasonal limits.
Sauce.vc founder Manu Chandra said, “At Sauce, we believe that when you chance upon an outlier business, you double down with stronger conviction. We see Hocco as just that.”
With a strong innovation pipeline, deeper distribution and continued focus on cultural relevance, Hocco is entering its third year aiming to capture even more mind space and market share. In a category long dominated by legacy players, this young brand is proving that the coolest way to win is to build for India’s realities, one scoop, one street and one satisfied craving at a time.
