MAM
SureWaves Media mulls tie-up with third party media research agencies
KOLKATA: SureWaves Media Tech, a Bangalore-based digital media-technology company, which offers integrated advertisement aggregation, content delivery, network management, media planning and reporting platform, is mulling a tie-up with third party media research agencies.
“We are looking at media research companies. We have a technology platform which shows where the advertisements have been aired and when. They can be verified too. The industry would feel more comfortable if it is viewed by some third party. The national advertisers would buy more inventories,” said SureWaves founder Rajendra Khare.
Even though Khare did not reveal the size of the contract, he added that the company is in talks with two media agencies currently for the same.
With the average spend going up, the company is looking at tying up with third party media research agencies to validate the platform to increase the credibility of the company, he explains when being asked how the media agency would help SureWaves.
“We are working with agencies that will validate all the channels that are there. These agencies can check the veracity of the report also,” he added.
SureWaves provides real-time data monitoring of ads, which has, for the first time, made cable TV advertising accountable. “Now we see good growth in our platform. The advertisers are increasing their spending,” says Khare adding that ad spend has increased by 100 to 300 per cent in various sectors.
SureWaves is a cloud based technology. The company which has penetrated over 100 different markets across the country by tying up with over 250 local channels, plans to approach more satellite channels to extend its solution, as with digitisation process, the country is expected to see satellite channels increasing in coming days.
The company positions a propriety device which is connected to the grid and the TV channels.
Talking about the eastern region operations, he said that the company has started its operations in Kolkata around 10 months ago months ago by tying up with local cable companies like Manthan, Den, Incable, WWIL among others and is betting on Kolkata market for growth.
“National advertisers like HUL, Parle, Aircel, Vodafone, Nestle, Honda do look at West Bengal market due to its local flavour,” said Khare adding that in the next three to five years, SureWaves is looking at eating up a share of 8-10 per cent in the Bengal market.
Brands
Magnum Ice Cream Netherlands takes control of Kwality Wall’s India from Unilever
61.9 per cent stake transfer reshapes ownership as Unilever exits promoter role
MUMBAI: Kwality Wall’s (India) Limited has entered a new chapter, with The Magnum Ice Cream Company HoldCo 1 Netherlands B.V. acquiring a controlling 61.9 per cent stake from a clutch of Unilever PLC-led entities, marking a significant shift in ownership.
The transaction, completed on March 30, 2026, follows a share purchase agreement signed in June 2025. The incoming promoter picked up over 145 crore equity shares, effectively taking control of the company and being formally classified as its new promoter under regulatory norms.
As part of the deal, the outgoing promoter group, including Unilever Group Limited and its affiliated entities, has fully exited its shareholding in the company. They have now been reclassified from promoter to public shareholders, closing a long-standing association with the ice cream business in India.
The board of Kwality Wall’s (India) Limited took note of the ownership change and approved a series of leadership updates alongside it. Ritesh Tiwari stepped down as director, while Abhijit Bhattacharya was appointed as chairperson and additional non-executive director. Tahir Toloy Tanridagli also joined the board as an additional non-executive director.
The reshuffle signals a broader strategic reset as the Magnum-led entity looks to steer the brand’s next phase of growth in India. The transition has been carried out in line with regulatory requirements, including disclosures tied to the open offer and reclassification norms under market regulations.
With Unilever stepping back and Magnum stepping in, Kwality Wall’s India is effectively getting a fresh scoop of leadership and direction. The coming months will reveal how the new promoter plans to scale the brand in one of the world’s most competitive ice cream markets.
