Brands
Ray Ethnic unveils Sama, a fresh take on heritage sarees
MUMBAI: Ray Ethnic has rolled out Sama, a new saree collection that brings India’s timeless textile traditions into the rhythm of modern dressing. Designed for women who favour authenticity as much as ease, the capsule celebrates craft without weighing down contemporary style.
Sama is built on the brand’s long-standing love for heritage techniques. The collection showcases Ajrakh, Dabu, Kalamkari, hand block prints and Shibori, each crafted by artisans whose skills have travelled through generations. The fabrics span soft mulmul, elegant cotton silk, and gleaming Chanderi and mul-Chanderi, creating drapes that feel luxurious yet wonderfully wearable.
The colour palette leans into earthy calm, with indigo, deep black, rust, madder yellow, rustic red and warm beige anchoring the range. The pieces shift easily from office hours to festive evenings, making the saree feel less like an occasional indulgence and more like an everyday companion.
True to Ray Ethnic’s ethos, the charm lies in the handmade quirks. Subtle irregularities in the prints, dyes and textures stand as gentle reminders of the artisans behind each piece. The brand says Sama reflects its ongoing commitment to slow fashion and to sustaining craft communities across India.
“We wanted to create sarees that women feel proud to wear not just for celebrations but for their everyday lives,” a Ray Ethnic spokesperson said. “Sama honours comfort, craft and conscious style. It is a language of effortless elegance.”
The collection, now live on the brand’s website, features over 25 sarees, ranging from breezy daily drapes to richer festive weaves. By pairing heritage with modernity, Ray Ethnic hopes Sama will find its place in trend stories, festive edits and conversations around sustainable fashion.
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.
