MAM
R Jeswant joins Funskool India as CEO
MUMBAI: Funskool (India) Ltd, recently welcomed R Jeswant as its chief executive officer on board, following the retirement of John Baby.
Baby, who was the CEO of the company from 2006-2020, was responsible for boosting exports by setting up the company’s third manufacturing facility in Ranipet from where the factory caters entirely to the export market.
Jeswant succeeded Baby as the new CEO with effect from 1 April 2020.
Prior to Jeswant’s appointment as CEO, he was the company’s senior vice president (sales and marketing) and has been associated with Funskool (India) for over 20 years. Prior to joining Funskool in 2000, Jeswant had worked with TI Cycles of India as senior product manager and with Blue Star Ltd as general manager (sales).
Jeswant said, “At Funskool, we will continue pursuing our plans actively with utmost optimism to build a global toy brand from India, while strengthening our product lines in every category in India.”
Brands
Doctor’s Choice launches Protein Muesli, signs Arshdeep Singh
New product offers 25g protein per 100g as brand targets clean nutrition
MUMBAI: Breakfast just got a bouncer and it’s aimed straight at the protein gap. Doctor’s Choice is stepping into the fast-growing nutrition arena with the launch of its Protein Muesli, alongside roping in Arshdeep Singh as its exclusive brand ambassador. The move signals a clear play for the high-protein, clean-label segment, where convenience is king and ingredients are under scrutiny. At the centre of the launch is a campaign film featuring Singh, built around a simple proposition: performance begins long before the pitch, it starts at the breakfast table.
Designed for digital-first audiences, the campaign leans into a snackable format tailored for Gen Z and fitness-focused consumers. It blends aspiration with everyday relatability, positioning the product not as a supplement, but as a routine.
The product itself is pitched as a functional upgrade to a familiar category. Doctor’s Choice Protein Muesli delivers 25g of protein per 100g, with no refined sugar or artificial flavours. It combines crunchy protein balls with a natural chocolate flavour, targeting consumers looking for quick, on-the-go nutrition without sacrificing taste.
Singh’s association goes beyond a typical celebrity plug. As one of India’s most consistent young cricketers, his image aligns neatly with the brand’s messaging around discipline, routine and performance qualities increasingly being mirrored in consumer food choices.
The broader strategy reflects a shift in the FMCG playbook. As consumers become more label-conscious and time-poor, brands are racing to position everyday foods as functional, not just filling. Doctor’s Choice is betting that protein-led, clean-label products can move from niche shelves to daily staples.
With this launch, the brand isn’t just selling muesli, it’s pitching a lifestyle upgrade, one spoonful at a time.
