Brands
Savlon Swasth India announces Sachin Tendulkar as the world’s first ‘Hand Ambassador’
Mumbai: Savlon Swasth India Mission has unveiled the world’s first ‘Hand Ambassador’ with former cricketer Sachin Tendulkar. Tendulkar has inspired generations with the many firsts in cricketing history. Now, in yet another first, he lends his hands to a special cause – as a ‘Hand Ambassador’ to inspire billions to practice proper handwashing.
ITC’s Savlon Swasth India mission has been at the forefront, seeding behavioural change towards hand hygiene through innovative experiences and initiatives. Preventable infections create a huge economic burden on our country and regular handwashing is one of the simplest, most effective ways to stop the spread of diseases. With Tendulkar as the first ever ‘Hand Ambassador’, Savlon Swasth India mission goes even further in its journey to develop the culture of hand hygiene for a healthier nation.
Conceptualized by Ogilvy India, the campaign features a series of films that take an unexpected route by featuring Tendulkar’s hand as their chief protagonist – bringing the importance of hand hygiene to everyone’s notice and reminding people in his inimitable style, to remember to wash their hands.
ITC Ltd. divisional chief executive & personal care products business Sameer Satpathy said, “Washing hands with soap or hand wash is a critical part of everyday hygiene, which helps us maintain overall health. This needs continuous emphasis and engagement to build a healthy habit for children in particular and society at large. Savlon Swasth India Mission has been at the forefront of enabling this behavioral change in hand hygiene. We are very happy to have Sachin on board, who himself has been a strong advocate of this practice as the “Hand Ambassador” for Savlon Swasth India Mission”
Commenting on the partnership, Tendulkar said, “Hand hygiene has an important role to play in building a healthier nation. It has been a cause I have been involved with for several years. When the Savlon Swasth India Mission team presented a unique and fun way of spreading awareness about this serious topic, I was excited about the idea of lending my hand, quite literally, to this initiative. It has been a pleasure working on this campaign. Together as a team, all of us hope that these engaging films drive behavioural change and promote responsible hand hygiene.”
Brands
India’s food culture takes a bold turn in 2025
From fusion desserts to experiential dining, four trends reshape how the nation eats.
MUMBAI: India’s plates just got a serious upgrade in 2025 because when tradition meets TikTok and fusion meets fitness, even the humble samosa starts feeling trendy. The Godrej Food Trends Report 2025 predicted several shifts in Indian eating habits, and the past year proved the forecasters right. From reimagined desserts to immersive dining experiences, Indian consumers showed they want authenticity, convenience, global flavours and health in equal measure.
Here are four trends that truly came alive in 2025 and are now shaping how India eats and dines:
1. Indian Desserts Get a Modern Makeover Traditional mithai found fresh life through fusion experiments. Cheesecakes, truffles and plated desserts inspired by classics like gulab jamun and rasgulla gained popularity, while chocolate-forward, fruit-led and lower-sugar options appealed to younger diners. According to the How India Eats 2025 report, desserts and ice-cream parlours were among the fastest-growing segments in organised food services. Examples: The Bombay Canteen’s Coffee Rasgulla Sundae and Le Chocolate Cakes and More’s Gulab Jamun Cake. Chef Aarohi Sanghavi of Maki Patisserie noted the shift toward seasonality and fresh Indian produce, while Chef Heena Punwani of Maska Bakery highlighted the appeal of flexible, weekend-special menus.
2. Social Media Becomes the New Menu Food discovery went fully digital. Instagram Reels, YouTube reviews and creator-led content heavily influenced dining choices, with food remaining one of the most consumed categories on social media. Restaurants began designing visually striking dishes specifically for shareability, while many diners found new spots through viral videos rather than traditional advertising. The How India Eats 2025 report revealed that over 75% of marketing spends by leading QSR chains now go toward digital channels. Cafes like Mokai and Candies became creator favourites, and brands such as Bastian Hospitality curated highly shareable pop-ups and events. Kavita Rajwade of IVM Podcasts emphasised how long-form storytelling helps decode food’s cultural and economic layers, while Pranav Joshi of Floydian Cookery admitted his page grew far beyond expectations.
3. Snacking Culture Goes Mainstream India’s love for snacks evolved into a full grazing lifestyle, with many opting for multiple small bites throughout the day instead of three structured meals. This shift spurred innovation in formats—from gourmet chips and fusion street food to protein-packed options. Restaurants responded with small-plate menus designed for sharing. The How India Eats 2025 report noted that late-night orders grew nearly 3x faster than dinner. Brands like The Whole Truth Foods and Green Snack Co. popularised clean-label snacks such as protein bars and roasted nuts. Madhushree Basu Roy of Pikturenama Studios predicted a mix of convenience, health consciousness and global influences, while freelance food writer Sharmila Vaidyanathan observed that consumers want the best of both worlds healthy options for routine snacking and traditional treats for special occasions.
4. Dining Becomes an Experience, Not Just a Meal The most noticeable shift was the rise of experiential dining. Consumers increasingly sought restaurants that offered more than good food, they wanted immersion, storytelling and chef-driven concepts. Venues like Papa’s in Mumbai (intimate tasting menus), Bombay Daak (theatrical regional flavours) and Masala Library (modernist presentations) turned meals into memorable events. Tasting menus, themed pop-ups and chef collaborations became more common, transforming dining out into entertainment. The How India Eats 2025 report highlighted how experience-led formats and storytelling are key to attracting younger diners. Chef Karan Upmanyu of ParTTwo in Bengaluru observed that new outlets are breaking away from rigid formats, focusing instead on creating relaxed spaces where people simply enjoy spending time.
As 2026 unfolds, these trends suggest India’s food culture is no longer just about what’s on the plate, it’s about how the plate makes us feel, connect and remember. From a quick Reel-inspired snack to a full theatrical dining experience, Indian diners are voting with their forks for food that is both rooted in tradition and unafraid to experiment. The table, it seems, has never been more exciting.
