Brands
Sweet sleighs and sugar highs as Sweet Truth bakes up Christmas cheer
MUMBAI: If Christmas had a flavour this year, it would probably taste like chocolate, cream and a generous slice of theatre. Sweet Truth, the dessert brand from Rebel Foods, has kicked off its festive campaign, Sweeten The Season 25, blending seasonal indulgence with a playful storytelling twist that goes beyond the box. Known for its Western dessert repertoire, the brand is leaning into Christmas not just as a menu moment, but as an experience designed to travel from kitchens to screens and straight into inboxes.
The festive spread rolls out across more than 350 locations nationwide and brings together a familiar mix of comfort and celebration. The line-up includes a classic Plum Cake, a Red Velvet Yule Log dressed for the season, a rich Chocolate Yule Log, a creamy Tiramisu Cake and a Triple Chocolate Mousse Cake aimed squarely at unabashed chocolate loyalists. The idea is simple: desserts that feel familiar enough to share, yet festive enough to mark the occasion.
What sets the campaign apart, however, is Santa stepping out of folklore and into the feed. As part of the activation, Santa makes appearances across Sweet Truth’s social platforms, reading customer messages, replying to DMs and popping up in playful behind-the-scenes content. Every order arrives with a letter from Santa, inviting customers to write back with a wish, whether whimsical, heartfelt or dessert-related.
Rebel Foods CMO Nishant Kedia says the intention was to go beyond seasonal sales and create something more personal. The campaign, he notes, is built around memory-making rather than just menu drops, with Santa positioned as a character who shows up not only in stories but also in kitchens and conversations.
The response has already taken shape in the form of letters pouring in from customers, sharing everything from everyday joys to long-held hopes. Sweet Truth plans to keep collecting these messages through the season, capturing moments, acknowledging wishes and spotlighting select stories as the campaign unfolds.
On December 25, the brand will release a ‘Wishes Granted’ list, revealing the surprises Santa delivered along the way. Adding another layer to the experience is a ‘Santa’s Sweet Office’ geotag on Google Maps, inviting users to virtually drop in, leave a wish and follow the festive trail online.
In a season crowded with offers and ornaments, Sweet Truth’s Christmas play leans on something simpler: a bit of imagination, a lot of sugar, and the reminder that sometimes, the sweetest part of the season is being invited into the story.
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI:Â Jubilant FoodWorks Limited has landed in a tax tussle after receiving a GST demand of Rs 47.5 crore from the office of the additional commissioner of CGST and central excise in Thane, Maharashtra.
The order, issued under the provisions of the Central Goods and Services Tax Act, 2017, relates to an alleged incorrect classification of certain services under the category of restaurant services. According to the tax authorities, this classification resulted in a short payment of goods and services tax for the period between the financial years 2019-20 and 2021-22.
The demand includes Rs 47.5 crore in GST along with an equal amount as penalty, in addition to applicable interest. The order was received by the company on March 13, 2026.
In a regulatory filing to the BSE Limited and the National Stock Exchange of India Limited, the company said it disagrees with the order and believes its arguments were not adequately considered.
The company is preparing to challenge the decision and plans to file an appeal. It added that once the redressal process is complete, the demand is likely to be dropped.
Despite the sizeable figure attached to the notice, the company said it does not expect any material impact on its financials, operations or other activities.
The disclosure was signed by Suman Hegde, EVP and chief financial officer, who confirmed that the company received the order at 19:06 IST on March 13 and has already initiated steps to contest it.
The development places the quick service restaurant major in the middle of a tax debate that could hinge on how certain restaurant-linked services are classified under GST rules. For now, the company appears ready to take the matter from the tax office to the appeals desk.
