Brands
Sweet deal as Mandira Bedi joins Healthy Mithai Co.’s sugar-free mission
MUMBAI: Here’s some sweet news that won’t spike your sugar levels. Healthy Mithai Co., the homegrown disruptor in sugar-free indulgence, has roped in actor, fitness icon, and entrepreneur Mandira Bedi as its official brand ambassador but this isn’t your usual celeb flash-in-the-pan. This alliance, driven by BeyondSeed’s BeyondInfluence platform, is less about selling and more about storytelling, one that blends tradition, health, and emotional indulgence.
Mandira Bedi resonated with this cause deeply. “To me, fitness is not merely about the body, it’s about balance,” she states. “I used to celebrate with laddoos and pedas during childhood, but later on, the time came for tough decisions. Healthy Mithai Co. is filling that emotional void for all of us who wish to celebrate without sacrifice. I’m honored to be a part of something so meaningfully delicious.”
That ‘joy minus the regret’ is precisely what the company is built on. Founded by Prabhinder Singh and Deepak Jain, Healthy Mithai Co. uses only plant-based stevia, crafting mithai that is sugar-free, low on the glycaemic index, and high on nostalgia. For India’s 10 crore diabetics and 25 crore pre-diabetics, it promises sweets without the sting.
But this mission isn’t stopping at sentiment. The company has its sights set on becoming one of the top three sugar-free alternative brands in India, eyeing Rs 125 crore in revenue by FY 2027–28. With an omnichannel model from partnerships with Nature’s Basket and Kokilaben Hospital to kiosks and e-commerce, it’s making guilt-free celebration a doorstep affair, with 24-hour delivery in major metros.
This collaboration was made possible through BeyondInfluence, a new platform that enables purpose driven startups to connect with voices that actually believe in their journey. “We started BeyondInfluence because we believe in creating partnerships that go beyond marketing, they’re built on meaning” states Beyondseed CMO Fiza Malhotra. “Mandira and Healthy Mithai Co. align on values that are deeply centered on wellness, impact, and trust. This partnership exemplifies these aligned values and serves as a catalyst for high-impact growth.”
For Healthy Mithai Co., this is not a marketing campaign, it’s a movement. “We’re not here to sell sweets,” explains Healthy Mithai co founder Prabhinder Singh. “We’re here to change daily habits. And habits are not changed by data alone. Habits change when people feel something. With Mandira joining our journey, we are not only adding an ambassador, we are adding a partner who resonates with this mission deeply too.”
So if you’ve ever passed on a peda for fear of sugar guilt, this might just be your cue to bring back the box. Healthy Mithai Co., with Mandira in tow, is writing a new recipe for joy where heritage meets health, and every bite is both mindful and magical.
Brands
HP launches Smart Champs learning game show with JioStar for students
Sanya Malhotra hosts quiz series blending fun, learning and prizes
NEW DELHI: HP India has teamed up with JioStar to launch HP Smart Champs, a new learning-based game show designed to make education engaging for school students across the country.
Hosted by Sanya Malhotra, the 10-episode series brings together students from Grades 5 to 9, who compete in teams through quiz and puzzle-based challenges that test knowledge, logic and teamwork. The show will begin streaming on JioHotstar from April 11 and will premiere on Nick on April 18, with weekend episodes airing at 7 PM.
Powered by HP Smart Tank printers, the format integrates print-based learning into the gameplay, using worksheets, clues and visual problem-solving tools to encourage hands-on participation. The idea is to move students beyond rote memorisation and towards more applied, curiosity-led learning.
The competition promises high stakes, with winners set to receive a cash prize of Rs 10 lakh, while runners-up will take home Rs 5 lakh. Additional rewards include HP AI laptops, Smart Tank printers and accessories, while the winning school will be awarded an HP Smart Tech Lab.
Speaking about the initiative, HP India managing director Ipsita Dasgupta said, “At HP, we believe nurturing India’s youth is key to the country’s progress, and technology plays a foundational role in enabling this. With HP Smart Champs, we wanted to create something beyond traditional learning, a fun-filled platform where curiosity, creativity and critical thinking take centre stage.”
On the show’s reach, JioStar head entertainment sales Mahesh Shetty said, “HP Smart Champs reflects how children today learn through exploration and experience. With Nick and JioHotstar, we are creating a multi-screen approach that is both engaging and meaningful.”
Highlighting the role of print, HP India senior director print Satish Kumar said, “The show brings print-based learning to life in an engaging format, helping students develop deeper understanding through hands-on experiences.”
The journey to the finale began with participation from over 1,000 schools across 26 cities, narrowing down to 34 finalists who will compete in a studio showdown in Mumbai.
With its blend of entertainment, education and technology, HP Smart Champs is positioning itself as more than just a quiz show. It is a nationwide push to make learning interactive, accessible and, above all, a lot more fun.
