MAM
TCS extends sponsorship of Standard Chartered Singapore Marathon
Mumbai: Tata Consultancy Services (TCS) has announced that it will continue to sponsor the Standard Chartered Singapore Marathon (SCSM) corporate challenge for another four years, until 2026. This collaboration also marks the start of TCS’ four-year association as the SCSM’s official mobile app partner beginning in 2022, with the goal of creating truly immersive and community-focused digital race experiences for runners and fans.
SCSM is set to return to the streets of Singapore from 2 to 4 December, and be the centre of community engagement to end the year on a high and healthy note. The partnership is in line with TCS’ global focus on encouraging healthy lifestyles and community bonding through sports.
As the official mobile app partner for SCSM 2022, TCS has created an experience that goes beyond the essentials and provides better insights and information about the marathon for the 50,000 participants who are expected at the two-day event. It also streamlines the entire marathon experience for active and passive participants through a single, digitally integrated platform with high functionality and an excellent user experience. Runners can look forward to functions and conveniences such as booking transportation to the marathon grounds, race day weather details, SOS for emergencies, and checking on their run’s progress. The fully immersive race experience, incorporating the runners’ pre-, race-day, and post-race journeys, is designed to cheer every runner.
The app also features an AR-powered virtual experience, where runners can make use of the AR medal filters, themed frames for photos, and video creation functionalities to share their racing experiences and victories almost instantly. The app aims to create a “running club” experience by allowing participants to connect with other runners virtually, even when they are not at the same location.
Additionally, TCS is also the sponsor of SCSM’s corporate challenge. TCS sees sports as an excellent way for coworkers to bond and integrate wellness into organisational DNA. TCS’ title sponsorship of the SCSM corporate challenge 2022 creates a unique opportunity for large corporations and small and medium enterprises to collaborate and come together even as they compete for the top spot in an international marathon setting.
The corporate challenge comprises three categories: the total distance covered by corporate finishers, further divided into four tiers based on the number of runners registered by a company; the top corporate male and female from each race category.
“Sports, especially community events like marathons, have always played an integral role in enhancing society’s mental and physical well-being. TCS bolsters running communities globally as they transform lives, one sprint at a time,” said TCS Asia Pacific president Girish Ramachandran. “The driving force for us at TCS has always been our community and creating products that allow communities to flourish and push the envelope on innovation, health, and wellness. We are glad to partner with the Standard Chartered Singapore Marathon over the next four years to create and upgrade tools like the race app that make the marathon experience integrated and accessible for participants and spectators alike.”
The IRONMAN Group, Singapore general manager Santoz Kumar said, “TCS is synonymous with the world’s greatest marathons. The 2022 Standard Chartered Singapore Marathon marks the seventh year of collaboration with TCS, and their long-standing involvement is testament to the strength and iconic nature of the international event. Their support has been invaluable as we strive to enhance the race experience for participants. This year is no exception, and the TCS-designed SCSM2022 mobile application will play an integral role for our participants and their supporters, as it features essential tools such as live runner tracking, race-day information, and much more.”
Marathons have been an intrinsic part of Singaporean culture for decades, with the community joining hands every December to celebrate health, fitness, and strength at the SCSM. TCS encourages healthier living globally as a partner and sponsor at some of the largest marathons in the world. As the official mobile app partner and title sponsor of the SCSM corporate challenge, TCS encourages running communities and promotes marathon participation to build healthier, stronger, and more active communities.
Brands
Nykaa eyes majority stake in Deepika Padukone’s 82°E brand
Deal could help scale premium label as Nykaa sharpens its beauty play
MUMBAI: Nykaa is in advanced discussions to acquire a majority stake in 82°E, the premium skincare label founded by Deepika Padukone, according to media reports.
The proposed deal signals Nykaa’s intent to deepen its House of Nykaa portfolio while giving 82°E the scale it has struggled to achieve independently. Padukone is expected to retain a minority stake if the transaction goes through.
For Nykaa, the play is both strategic and timely. With a customer base of over 42 million, the company is betting on its strong distribution, logistics, and repeat purchase ecosystem to revive the brand’s momentum. The two sides already share a working relationship, with Padukone serving as Nykaa’s global brand ambassador since September 2025.
Launched in late 2022, 82°E entered the market with a premium positioning but has faced headwinds. The brand reported revenue of Rs 14.7 crore in FY25, down 30 per cent year on year, alongside losses of Rs 12.26 crore. Industry observers have pointed to steep pricing, a somewhat diffused brand identity, and intense competition from digital-first labels as key challenges.
The potential acquisition also reflects a broader shift in India’s beauty and lifestyle space, where celebrity-led brands are increasingly partnering with larger corporates to unlock scale. Alia Bhatt’s Ed-a-Mamma, for instance, sold a majority stake to Reliance Retail, while Katrina Kaif’s Kay Beauty has emerged as a standout success within Nykaa’s portfolio, clocking Rs 132.4 crore in FY25 revenue.
Nykaa itself has been on a strong growth trajectory. Its parent, FSN E-Commerce Ventures, reported a 156 per cent jump in net profit to Rs 68 crore in the December 2025 quarter, with revenue reaching Rs 2,873 crore.
Nykaa has been steadily building its portfolio through acquisitions such as Dot & Key, Earth Rhythm and Nudge Wellness, signalling a clear push to own and scale homegrown brands.
If the 82°E deal materialises, it could mark a fresh chapter for the label, blending celebrity appeal with corporate muscle. For Nykaa, it is another calculated step in staying ahead in an increasingly crowded beauty aisle.
