Brands
Shraddha Kapoor signs on as Power Gummies brand ambassador
NEW DELHI: Dietary supplement brand Power Gummies has roped actor Shraddha Kapoor as its brand ambassador. The Stree star will be now featured majorly on the company's hair & nails vitamin gummies advertisements.
With this association, the brand aims to bring forth its vision amongst millennials while reinforcing its values and philosophy. The campaign is focused on happy hair every day.
"Shraddha is a powerhouse of talent and seamless fit for Power Gummies. Her versatile, vibrant, energetic, lively, and sparkling personality knits a perfect horizon and panache for our brand. She personifies the key prepositions of changing trends of beauty, health and fitness. We are ready to thrill the gen-next customers together with Shraddha," said Power Gummies founder & CEO Divij Bajaj.
The actor’s inclusion in the company's marketing campaign could "help a wider range of people to move towards preventive care and nutrition for their health and wellness,'' added Bajaj.
Kapoor revealed that she has been taking two gummies every day for her nutritional needs.
"As an actor, my constant battle is to maintain my hair health after never-ending hairstyling, which is a must for me. Something as easy as chewing a gummy for my hair health is just an amazing idea, especially when I can just take two gummies a day for my daily nutritional intake. I feel my best when I am healthy and that makes me excited to be on board with Power Gummies and look forward to how gummies become a part of everyone's lifestyle just like me," she said.
Power Gummies claims that their unisex vitamin gummies are vegan, gluten-free, gelatin-free, and cruelty-free.
Brands
Zydus Wellness expands Ritebite Max Protein into new formats
RTD shakes, ghee jaggery bars and Korean chips target $10–12 bn protein market.
MUMBAI: Protein is no longer just gym talk, it’s making a full-course entry into everyday India. Zydus Wellness Ltd. is stretching its Ritebite Max Protein portfolio across three new formats, signalling a sharper push to turn protein from a niche supplement into a daily habit. The expansion brings ready-to-drink (RTD) protein shakes, culturally rooted ghee jaggery bars, and Korean-inspired protein chips under one umbrella, an attempt to build what the company calls a “multi-format protein ecosystem”. The move targets India’s rapidly expanding protein market, currently estimated at $10–12 billion and growing at a mid-teen CAGR.
The numbers suggest the strategy already has legs. In Q3 FY26, Ritebite Max Protein posted near double-digit EBITDA margins following its acquisition, driven by distribution expansion, product innovation and broader category tailwinds.
At the centre of the rollout is convenience. The newly launched RTD shakes available in Choco Burst and Berry Blush deliver 26 grams of protein per 250 ml serving, designed for on-the-go consumption. Meanwhile, the “Roots” Ghee Jaggery Protein Bars blend traditional Indian ingredients with whey and casein, offering 10 grams of protein and 4 grams of fibre per serving.
But the play isn’t just about nostalgia. On the other end of the spectrum, Korean-flavoured protein chips featuring variants like Hot Chilli, Barbeque and Gochujang tap into global snacking trends. Each 60-gram serving delivers 10 grams of protein and 4 grams of fibre, alongside claims such as no palm oil and gluten-free formulation.
The broader insight is clear: the protein category is fragmenting along lifestyle lines. One cohort is leaning into familiarity and traditional formats, while another is chasing novelty and international flavours. Zydus is betting it can straddle both worlds.
With a nationwide rollout planned across e-commerce and quick-commerce platforms, the company is positioning Ritebite Max Protein not just as a product line, but as a day-long consumption habit, one shake, bar, or chip at a time.
