Brands
Shyam Steel ropes in Vijay Devarakonda as its brand ambassador
Mumbai: Shyam Steel, a producer and manufacturer of primary TMT bars, has announced that it has roped in leading Indian actor Vijay Devarakonda as its brand ambassador. The group also announced its major plans to expand and revamp its retail operations across the Andhra Pradesh and Telangana market followed by other states in South India. Vijay Devarakonda is the newest member to be added to the pantheon of famous endorsers for Shyam Steel. The Andhra and Telangana markets have huge growth potential for the steel sector, and Shyam Steel will aim to be one of the leaders in the primary TMT bar segment across the region.
Commenting on the association with Vijay Devarakonda, Shyam Steel Industries Ltd. director Lalit Beriwala said, “We are delighted to associate with Vijay Devarakonda. Vijay’s persona resonates with our brand vision and this association with him will not only help us in building a presence in the southern market but also increase our brand penetration and awareness across the country due to his pan-India fan following. We are confident that his onboarding as an ambassador will help us to collaborate and engage better with our target consumers in the national markets.”
On associating with Shyam Steel, Devarakonda said “I am happy to join hands with Shyam Steel whose brand vision resonates with me. I am super excited to start our journey and be part of exciting new campaigns for the brand. I look forward to a long and fulfilling partnership through this association.”
The Southern India market has witnessed a steady economic growth in all the core sectors of the economy. Focus of the State Governments on infrastructural development, construction of urban and rural housing, roads, bridges, and creation of more irrigation facilities will contribute towards the growth of steel business in the region. Incidentally, Telangana is one of the fastest growing states in India, posting an average annual growth rate of 13.90 per cent over the last five years. Growth rate in Andhra Pradesh is also 13.14 per cent with per capita income having increased to Rs 1,22,376 and GSDP standing at 3.64 per cent. All these factors are the main driving reasons for Shyam Steel to expand its business in the region.
Shyam Steel plans to onboard more than 500 dealer distributor networks in the Andhra Pradesh and Telangana markets in the next five years’ time. The Group’s business activity will also drive immense potential for employment generation which will increase as per the growth of the business in the region. The Group is very bullish on its growth potential and will be effectively looking to enter in all districts and be a part of every household assisting them to build their dream home. The brand will soon launch a 360-degree campaign highlighting the association with Vijay Devarakonda.
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.
