Brands
Superstar Yash becomes the new brand ambassador of Pepsi
Mumbai: Pepsi on Tuesday announced that it has roped in Yash, the superstar, who shattered all geographical boundaries to become a force to reckon with and has had a hugely successful run at the box office. The disruptive partnership between Pepsi and Yash will become a huge topic of conversation amongst the youth of India.
The collaboration was ushered in by Yash as he posted a video of him taking a swig from a chilled Pepsi bottle confirming his love for the brand with his family of over 12 million followers as he says, ‘I love you, Pepsi!’ Fans and consumers will soon witness Yash feature in Pepsi’s new TVC campaigns in a new avatar that are set to take over traditional and digital platforms across the country.
Pepsi has constantly reinvented and innovated itself to be a part of the cultural fabric of India. Yash, on the other hand, has been lauded for his fearless and bold persona in Kannada cinema and enjoys a massive fanbase across the nation. This blockbuster collaboration is all set to enthral consumers this summer.
Commenting on the association, PepsiCo India category lead, Pepsi Cola Saumya Rathor said, “We are thrilled to join hands with rocking star Yash, a name that truly defines the spirit of fearlessness and living life on your own terms – something that Pepsi consumers resonate strongly with. Yash brings a strong connect and influence over the youth that cuts across geographies. Yash will be instrumental in deepening consumer connect as we look to expand the brand’s footprint. We are excited for Pepsi®’s journey in 2023 as we gear up to showcase the actor in an all-new avatar which is bound to leave fans pumped!”
Sharing his excitement on coming on board as Pepsi’s ambassador, Yash said, “I am exhilarated to engage with Pepsi and join them as the face of the brand. I believe in living life to the fullest, make most of each moment, and follow my passion unabashedly, which is synonymous with Pepsi’s philosophy. A collaboration as exciting as this is a great way to start the new year, and I can’t wait for my fans to see me in an all-new avatar!”
Pepsi is available in single serve and multi serve packs across all modern and traditional retail outlets in India, as well as on leading e-commerce platforms.
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.
