MAM
Shah Rukh Khan recommends Tide as ‘Asli SRK – Stain Removal King’
Mumbai: Tide has announced an iconic new partnership as it continues its history of delighting consumers with superior laundry solutions. The last decade has witnessed Tide’s commitment to innovation through a host of initiatives, including the launch of new wash care solutions like Tide Matic Liquid and Tide PODS. At the core of Tide’s promise is the dedication to irresistibly delight consumers. Recognizsng the significant shifts in consumer habits, from evolving wardrobes, food consumption habits, stain incidents to changing lifestyles, Tide is relentlessly focused on the consumer needs for upgraded laundry solutions. In response to these changes, the new and improved Tide, equipped with boosted magnets, is designed to effectively tackle deep-seated stains like tea, coffee, oils & gravy, ensuring an outstanding clean. This advanced formula not only removes tough stains but ensures your garments maintain a long-lasting freshness. Tide has been engineered with cleaning chemistry tailor-made for both hand wash and machine conditions, ensuring your garments are cared for with exceptional whiteness and freshness.
In this endeavor, Tide an iconic brand, has chosen to partner with another beloved Indian figure, Shah Rukh Khan, uniting in a joint commitment to delight fans and consumers. King Khan’s relentless pursuit of perfection and undeniable excellence serves as the cornerstone of Tide’s consumer promise. The new and improved Tide brings this shared commitment to life through a memorable new campaign.
At the heart of this transformative launch, lies a captivating partnership with the iconic Shah Rukh Khan! The superstar has joined Tide India, as a brand ambassador to endorse Tide as the ‘asli/real SRK – Stain Removal King’. Speaking on the partnership, King Khan said, “This collaboration with Tide is not just about endorsing a brand; it’s about a shared commitment to perfection, and the relentless pursuit of excellence. I am glad to have joined in this first of its kind partnership and recommend Tide as the ‘asli/real SRK’. Tide’s New and Improved performance and its ability to remove stains will delight consumers on their laundry needs”.
Sharing on his experiences in the shoot, Khan added: “I have seen Tide’s iconic ‘swoosh’ and the “Chaunk Gaye” many times. A reminder of the outstanding clean offered by the brand. It was fun to be a part of it and bring it to life in my own way. It’s not just an entertaining element but demonstrates Tide’s stain removal expertise.”
P&G India CMO and VP, fabric care Mukta Maheshwari spoke on this new partnership: “P&G, home to the world’s no 1* detergent brand, is committed to solving everyday consumer needs with superiority that drives brand preference. We’re delighted with the partnership with Shah Rukh Khan and his endorsement of the New and Improved Tide as the Stain Removal King. Tide, the world’s number one detergent brand, is focused on offering laundry solutions that delight consumers every day where it matters most. In this continued endeavor, we’re thrilled that Tide has upgraded to remove deep-seated stains and offer an outstanding clean on the toughest stains. We are delighted to have SRK recommend Tide as the ‘asli/real SRK – Stain Removal King’ to consumers and fans across the country.”
*Source Euromintor International, Home Care 2023 Ed, retail volume (Tonnes), 2022 data”
Brands
Sapphire Foods FY26 revenue rises to Rs 3,125 crore, posts loss
Q4 revenue at Rs 792 crore, FY26 loss at Rs 32 crore amid cost pressures.
MUMBAI: If growth is on the menu, profitability seems to have taken a brief detour. Sapphire Foods India reported a steady rise in topline for FY26, even as rising costs weighed on profitability. Revenue from operations grew to Rs 3,125 crore for the year ended March 31, 2026, up from Rs 2,882 crore in FY25. However, the company swung to a loss, reporting a net loss of Rs 32 crore for FY26, compared to a profit of Rs 17 crore in the previous year. Total income for the year stood at Rs 3,153 crore, while total expenses climbed to Rs 3,167 crore, reflecting pressure across key cost heads.
In the March quarter, revenue came in at Rs 792 crore, compared to Rs 711 crore in the same period last year. The company reported a quarterly net loss of Rs 13 crore, against a profit of Rs 2 crore a year earlier.
Cost pressures remained visible across operations. Material costs rose to Rs 995 crore for FY26, while employee expenses increased to Rs 428 crore. Other expenses, the largest component, stood at Rs 1,229 crore, underscoring the impact of store operations and expansion-related spends.
Depreciation and amortisation expenses also climbed to Rs 392 crore for the year, reflecting continued investments in store infrastructure and growth.
At the operating level, the company reported a loss before tax of Rs 37 crore for FY26, compared to a profit of Rs 23 crore in FY25. Exceptional items added Rs 24 crore to the cost burden during the year.
On the balance sheet, total assets rose to Rs 3,256 crore as of March 31, 2026, up from Rs 3,041 crore a year earlier, indicating ongoing expansion. Net worth stood at Rs 1,389 crore.
Despite profitability pressures, operating cash flow remained resilient at Rs 507 crore, highlighting underlying business strength and demand stability.
The numbers paint a familiar picture in the quick-service restaurant space, growth continues to be served hot, but margins are still finding their footing.
