MAM
Sugar Free signs on Akshay Kumar as its new brand ambassador
MUMBAI: Bollywood actor Akshay Kumar is the latest celebrity roped in to endorse Sugar Free, in a new high-energy campaign. With this, Sugar Free seeks to make a huge impact amongst the fitness-conscious, convincing them to take the first step to a healthier lifestyle.
Zydus Wellness MD Elkana Ezeikel said, “Akshay is known for his fitness and for leading an active and disciplined life. We see him as a perfect fit as brand ambassador for Sugar Free, which helps you cut down on those unwanted calories, thereby helping you keep light, fit and active.”
Sugar Free offers sugar substitutes for a variety of usage occasions through its portfolio of sub brands – Sugar Free Gold, Sugar Free Natura, and Sugar Free Herbvia which come in pellets, sachets, liquid and powder formats.
Building on the new brand positioning for Sugar Free, ‘Live Life Kuch Zyaada‘, Akshay Kumar will be leveraged in a highly visible multi media campaign across India. Sugar Free is a flagship product of Zydus Wellness Ltd, which markets other well-known brands – Everyuth, Nutralite and ActiLife.
Brands
Tata Consumer Products faces Rs 98 crore tax demand
Income tax authorities raise significant demand for the 2022-23 financial year
MUMBAI: Tata Consumer Products Limited has received an assessment order from the income tax department involving a substantial financial demand. The order, issued by the assistant commissioner of income tax in Kolkata, was received by the company on 13 March 2026. It follows an audit of the income tax returns filed for the 2022-23 financial year, during which the assessing officer made specific additions and disallowances to the company’s reported income.
The total demand raised by the authorities amounts to Rs 98,03,33,930, a figure that includes both the principal tax amount and accrued interest. This disclosure was made by the company’s company secretary & compliance officer, delnaz dara harda, in a formal filing to the National Stock Exchange and BSE Limited on 14 March 2026. The filing was made pursuant to Regulation 30 of the SEBI (Listing Obligations and Disclosure Requirements) Regulations, 2015.
In response to the order, Tata Consumer Products has stated that it believes the demand is not maintainable under current law. The management has confirmed that the company is currently in the process of filing an appeal against the assessment. Furthermore, the company clarified that there is no immediate impact on its current financial standing, operations, or other corporate activities resulting from this specific order.
