MAM
Reliance Brands partners with Quiksilver for South Asia Region
MUMBAI: Reliance Brands Ltd, a part of Reliance industries, has partnered with Quiksilver Holding S.?.r.l, a fully owned subsidiary of Quiksilver Inc., an outdoor sports lifestyle company, to launch its brands of ‘Quiksilver‘ and ‘Roxy‘.
According to the license agreement, products of Quiksilver and Roxy will be available through Quiksilver fascia stores and other channels of sale in all major cities across India, Sri Lanka, Nepal and Bangladesh.
The first monobrand store is planned to be launched later this year with an offering to include apparel, accessories and footwear.
Said Reliance Brands president and CEO Darshan Mehta, “Boardriding, one of the most sought after adventure sports, is increasingly perceived as a state of ‘new cool‘ by the youth globally.”
“Our association with Quiksilver will introduce a casual, fun and adventurous lifestyle to the discerning Indian youth. We are very excited about the association which promises to pioneer a global youth trend across the region,” added Mehta.
Quiksilver and Roxy offer products targeted at young boys and girls aged between 16 and 25. These brands attempt to tap into the young person‘s frame of mind – creative, confident, progressive and restless for adventure.
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.
