Brands
Sania serves up a bold shot with Boldfit as athlete, investor, and designer
MUMBAI: When Sania Mirza picks up a racket, history follows. Now, the six-time Grand Slam champion is turning her legendary forehand toward the boardroom, joining Boldfit not just as an athlete, but also as an investor and co-creator of its newest range of tennis rackets and pickleball paddles.
The Bengaluru-headquartered sports and fitness brand, founded in 2018, has built its name on high-performance apparel, footwear, and equipment. With Sania on board, Boldfit is swinging into racket sports with fresh ambition, aiming to make tennis and pickleball more accessible to India’s 1.4 billion-strong sporting population.
“Pickleball is exploding across all age groups, while tennis has always been my first love,” Sania said. “Partnering with Boldfit lets me bring my years of experience into designing gear that’s lighter, durable, and truly built for Indian players. My hope is to inspire more people to pick up a racket and fall in love with these sports.”
Boldfit’s “Boldfit Athlete” roster already boasts names like cricketer KL Rahul, and Sania’s addition signals its intent to become a multi-sport powerhouse. Rahul summed it up: “Her joining Boldfit goes beyond equipment, it’s about inspiring millions to embrace sport as part of life itself.”
The tie-up also puts pickleball, the world’s fastest-growing sport firmly in Boldfit’s sights. By developing performance-driven paddles alongside Sania, the brand hopes to capitalise on the sport’s surging popularity, supported by new courts and a growing community.
For Boldfit founder and CEO Pallav Bihani the partnership reflects the company’s broader mission. “Sania isn’t done making history, and we’re thrilled she’s starting this bold chapter with us,” he said. “This is about giving aspiring Indian players access to products designed with the insight of a legend.”
With tennis, table tennis, pickleball, and cricket already in its portfolio, Boldfit is steadily cementing its reputation as the sporting glue of modern India. And with Sania’s backing, the brand seems set to rally an entire generation toward sport as lifestyle not just pastime.
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI: Jubilant FoodWorks Limited has landed in a tax tussle after receiving a GST demand of Rs 47.5 crore from the office of the additional commissioner of CGST and central excise in Thane, Maharashtra.
The order, issued under the provisions of the Central Goods and Services Tax Act, 2017, relates to an alleged incorrect classification of certain services under the category of restaurant services. According to the tax authorities, this classification resulted in a short payment of goods and services tax for the period between the financial years 2019-20 and 2021-22.
The demand includes Rs 47.5 crore in GST along with an equal amount as penalty, in addition to applicable interest. The order was received by the company on March 13, 2026.
In a regulatory filing to the BSE Limited and the National Stock Exchange of India Limited, the company said it disagrees with the order and believes its arguments were not adequately considered.
The company is preparing to challenge the decision and plans to file an appeal. It added that once the redressal process is complete, the demand is likely to be dropped.
Despite the sizeable figure attached to the notice, the company said it does not expect any material impact on its financials, operations or other activities.
The disclosure was signed by Suman Hegde, EVP and chief financial officer, who confirmed that the company received the order at 19:06 IST on March 13 and has already initiated steps to contest it.
The development places the quick service restaurant major in the middle of a tax debate that could hinge on how certain restaurant-linked services are classified under GST rules. For now, the company appears ready to take the matter from the tax office to the appeals desk.
