MAM
Sunfeast stirs up nostalgia with Mom’s Magic Ghee Roasted Nuts cookies
MUMBAI: Some aromas don’t just rise in the air, they rise straight into the soul. And few things summon that feeling quite like the gentle sizzle of nuts meeting warm ghee, a sound that has drifted through Indian homes for generations, carrying with it stories, care and a mother’s unmistakable touch.
Tapping into this timeless kitchen ritual, Sunfeast has unveiled Mom’s Magic Ghee Roasted Nuts cookies, a nostalgic ode to ghee-roasted goodness, packed with both cashews and almonds, and crafted to taste exactly “the way mum would’ve made it”. The launch brings back a flavour that’s equal parts comfort and indulgence, blending the golden aroma of ghee with the crunch of roasted nuts for a melt-in-mouth bite steeped in memory.
“Roasting nuts in ghee has always been one of the most treasured rituals in Indian cooking,” said ITC Ltd BU chief executive for Biscuits & Confections of foods division Kavita Chaturvedi. “With Mom’s Magic Ghee Roasted Nuts, we wanted to recreate that signature nostalgia in a cookie using nuts roasted in ghee, just the way moms do.”
Rolling out pan-India, the launch is supported by a new TVC conceptualised by Ogilvy, weaving a tender slice-of-life moment around the emotional power of taste. The film captures two hostel friends unwinding after a long day. When one opens a pack and offers the new cookie to the other, the first bite instantly carries her back to her childhood kitchen to her mum gently roasting nuts in ghee. A tiny hiccup makes the mother pause, just as her phone rings. The voiceover closes the loop, “Maa ki yaad kaise nahi aayegi ghee-roasted nuts waale Sunfeast Mom’s Magic Cookies.”
“This idea came from the insight that nothing tastes better than a piece of nostalgia on your tongue,” said Ogilvy South chief creative officer Puneet Kapoor. “Certain tastes trigger memory structures that bring back your mom’s love.”
With distribution across retail and e-commerce platforms nationwide, Sunfeast aims to take this nostalgic flavour from Indian kitchens to cookie jars everywhere proving once again that sometimes, the shortest route to the heart is through the taste of home.
Brands
Flipkart completes reverse flip to India ahead of IPO
Walmart-owned e-commerce giant shifts domicile from Singapore to Bengaluru
MUMBAI: Flipkart has completed its restructuring to move its parent company from Singapore back to India, marking a key milestone as the Walmart-owned marketplace prepares for a potential initial public offering on Indian stock exchanges, ET reported, citing people aware of the matter.
The move, often referred to as a “reverse flip”, relocates the company’s legal home to India and aligns its corporate structure more closely with its largest market. It also clears an important regulatory step for Flipkart as it explores listing plans.
As part of the restructuring, several Singapore-based entities have been merged into Flipkart Internet Private Limited, which will now serve as the main holding company for the entire group.
The consolidation brings a number of major businesses directly under the Indian parent company. These include fashion platform Myntra, logistics arm Ekart, travel booking platform Cleartrip, healthcare marketplace Flipkart Health, and fintech venture Super.money.
Under the new structure, global investors including Walmart, Microsoft, SoftBank, and the Canada Pension Plan Investment Board will hold their stakes directly in the Indian entity rather than through an overseas holding company.
The redomiciliation required approval from the Indian government because Chinese technology company Tencent owns around a 5 to 6 per cent stake in Flipkart. Under Press Note 3, investments from countries sharing a land border with India require prior government clearance.
Flipkart had already secured approval from the National Company Law Tribunal in December. With the latest clearance from the central government, the company has now obtained all the regulatory approvals needed to complete the relocation, ET reported earlier.
Flipkart had originally shifted its holding structure to Singapore in 2011 to tap global capital more easily. However, as India’s capital markets have matured, several start-ups have begun returning their domiciles to the country ahead of public listings. Companies such as Razorpay, Groww, and Meesho have taken similar steps.
The company is now expected to move ahead with its IPO preparations and has begun early discussions with merchant bankers. According to people familiar with the matter, Flipkart could file its draft prospectus later this year, setting the stage for what may become one of the most closely watched listings in India’s e-commerce sector.
Flipkart has been majority-owned by Walmart since 2018, when the US retail giant acquired a 77 per cent stake in the company for $16 billion in one of the largest e-commerce deals globally.
