Brands
Siguler Guff invests $40m in Trimex Foods to fuel India expansion
Private equity bet backs global dining brands as India’s appetite grows
MUMBAI: Siguler Guff has committed $40 million to Trimex Foods Private Limited, marking the company’s first institutional fundraise and signalling fresh momentum in India’s fast-evolving food services sector.
Trimex, which brings global names such as Chili’s Grill & Bar, PAUL and Cinnabon to Indian diners, plans to use the capital to expand its footprint across the country and add new international brands to its portfolio.
Founded in 2010, the company operates more than 50 outlets across 13 cities, employing nearly 1,900 people. It has carved out a niche as a reliable partner for global restaurant chains looking to tap into India’s growing appetite for organised dining experiences.
Siguler Guff, which manages over $18 billion in assets, is betting on that appetite only getting bigger. “India’s food services sector is undergoing a structural shift as consumers increasingly gravitate toward globally recognised dining experiences,” said Siguler Guff partner and co-portfolio manager Shaun Khubchandani.
He added that Trimex’s 15-year track record offers a scalable platform with strong execution and customer loyalty, making it well-placed to grow further with the right backing.
For Trimex, the partnership is as much about expertise as it is about capital. A company spokesperson said the firm is looking to build on its reputation for consistent, high-quality dining while tapping into Siguler Guff’s global network to accelerate growth.
The investment also reflects a broader trend of private equity firms doubling down on India’s consumer story, particularly in sectors where rising incomes and urban lifestyles are reshaping spending habits.
Ernst & Young acted as the exclusive financial advisor to Trimex for the deal.
With fresh capital on the table and global brands waiting in the wings, Trimex now appears ready to turn up the heat in India’s increasingly competitive dining landscape.
Brands
EcoMedia Solutions launches EcoMeter to track carbon impact in media
New tool aims to bring real data and accountability to ads and events
GURUGRAM: EcoMedia Solutions has rolled out EcoMeter, a new solution designed to bring sharper carbon accountability to advertising, media, marketing and events.
Built on its proprietary EMS platform, EcoMeter aims to help brands and agencies measure the environmental impact of campaigns and on-ground activations using real-world data rather than broad estimates.
The move comes as sustainability gains traction across boardrooms, even as measurement within the advertising ecosystem remains patchy and often reliant on spend-based assumptions. EcoMeter attempts to change that by using localised emission factors and activity-based inputs, offering a more grounded view of carbon output.
“Today, most carbon calculations in our industry are derived from spends or broad averages. That does not reflect what is actually happening on the ground,” said EcoMedia Solutions founder & CEO Rumjhum Gupta. She added that the tool factors in variables such as location, execution and materials to deliver a more accurate picture.
The platform allows users to compare media choices based on environmental impact, plan lower-carbon campaigns and generate data-backed ESG and BRSR reports. It spans formats including OOH, DOOH, print, digital and live events, bringing sustainability into the same decision-making framework as cost and performance.
EcoMedia Solutions says the larger goal is to move the industry beyond surface-level sustainability claims towards measurable action. As scrutiny from consumers, investors and regulators intensifies, tools like EcoMeter could play a key role in helping brands back intent with credible data.
With this launch, the company is betting that the next big metric in advertising will not just be reach or ROI, but impact that can be counted in carbon.
