MAM
Tetra Pak unveils consumer awareness campaign
MUMBAI: Tetra Pak, the supplier of processing, packaging and distributions systems for food has unveiled its first India specific consumer awareness campaign.
The Rs 45 million campaign which will go underway this week , includes ads in the print and electronic media along with on-the-ground activities aimed at educating the customer and retailer, states an official release.
The campaign aims at communicating the benefits of aseptic technology to the discerning consumers. According to the release, aseptic technology was rated as the most important innovation in food science technology over the last 50 years by the Institute of Food technologists, Chicago USA.
“The consumer awareness campaign is based on an exhaustive research across the country. The findings of the research was that a majority of the consumer saw convenience as the major benefit whereas the bigger benefits of nutrition and hygiene of these products were not communicated to the consumer. Hence we decided to take lead in making the consumer aware about the same,” Tetra Pak India Pvt Ltd managing director, Henrik Hauggaard is quoted as saying in the release.
Apart from the mix of television and print advertisements, Tetra Pak will also work on communication programmes like discussion forums for nutritionists, health camps in residential areas and schools. The company has also come up with a new logo which will be seen in all advertising, promotional material and on the Tetra Pak cartons.
“When Tetra Pak acquired Alfa Laval in the beginning of the 90’s, it was a big need to communicate to the food industry that Tetra Pak had broadened its portfolio from packaging only, to a full range of processing equipment and systems for food. This is today well known by the entire industry; hence, our old motto – ‘More than the Package’ has well served its purpose. In line with our new Vision, we also felt the need to develop a motto, which is applicable for the entire value chain, not only food processing companies. Our new motto has clear links to all participants in the value chain hence it reflects our broadened scope,” adds Hauggaard.
Brands
Pre-seed funding fuels nailinit, India’s new-age nail care brand
Gruhas Collective Consumer Fund backs Gen Z-focused beauty startup
MUMBAI: nailinit, a community-first nail care startup targeting Gen Z and millennials, has raised Rs 2.5 to Rs 3 crore in a pre-seed round led by Gruhas Collective Consumer Fund and Marsshot VC, alongside a clutch of consumer, technology and operator angels.
Backed by entrepreneur and investor Nikhil Kamath, Gruhas Collective Consumer Fund is betting on nailinit’s attempt to give India’s nail care aisle a long overdue makeover. The fresh capital will be used to deepen distribution across quick commerce and D2C channels, build its community engine, and accelerate product innovation in a category that is high frequency but still light on strong brands.
Founded by Tanishq Ambegaokar and Shubham Singhal, nailinit is positioning itself at the crossroads of beauty, self-expression and culture. The brand wants nails to be more than a finishing touch. It sees them as a canvas for identity, content and commerce.
“At nailinit, we are building for a generation that sees beauty as self-expression, not just routine,” said Ambegaokar. “The nail category in India has largely been underserved by strong brands. This capital allows us to invest in product depth, community and distribution in a thoughtful and long-term way.”
Singhal added that while the brand’s tone may be playful, its operating focus is sharp. “This round strengthens our supply chain, expands our digital footprint and enables disciplined execution as we scale.”
The funding round drew notable angels including Shashank Kumar of Razorpay, Arjit Johri of Marsshot VC, Yash Jain, formerly of NimbusPost, Karan Jindal of Meta, Jivraj Singh Sachar of ISV Capital, Nishank Jain of Accel, Yashvardhan Kanoi, Ashwarya Garg of HYPD, Venus Dhuria of Phot.AI and Amishi Parasrampuria of The Whole Truth.
Gruhas Collective Consumer Fund fund manager Gauri Kuchhal, believes the opportunity lies in shifting habits. “Nail care remains underpenetrated in India, with consumers relying on time-intensive salon visits. As convenience and self-expression gain ground, press-on nails can unlock more frequent and experimental usage. Nailinit is well-placed to expand beyond press-ons into adjacent categories.”
The brand is currently the only nail care player in India blending product-led retail with a dedicated kiosk at Jio World Drive in Bandra, where customers can walk in for services while discovering the range. It has also built early traction across quick commerce platforms such as Zepto and Blinkit, with a launch on Instamart in the pipeline, and is available on Amazon, strengthening its omnichannel presence.
In a space long dominated by salon chairs and scattered labels, nailinit is attempting to file, shape and polish the category into something sharper. With fresh funding in hand, the startup is setting out to prove that in beauty, small details can make a bold statement.
