Brands
The Pittch powers Royal Enfield’s Motoverse 2025 with full-scale production work
GOA: The Pittch, the experiential and live events agency, served as the official production partner for Royal Enfield’s Motoverse 2025, overseeing the event’s planning, layout and on-ground execution in Vagator, Goa. Working closely with Royal Enfield, the team managed everything from early design discussions and budgeting to vendor selection, terrain-related challenges and final delivery.
Motoverse 2025 unveiled a refreshed layout and expanded space design across 40,000 sq metres, transforming Vagator Hilltop and the Comunidade grounds into a vivid “moto mela”. The festival drew nearly 40,000 riders and enthusiasts over three days, celebrating the culture, craft and community of motorcycling.
The event thrummed with activity, morning rides, races, hands-on workshops and world-class performances, set against the roar of engines synchronised to 120 BPM and 5,000 RPM. Stalls showcased vintage jackets, touring gear, accessories and a wide range of Goan and global food offerings.
Royal Enfield debuted the Bullet 650 in India at Motoverse 2025, underscoring its push for innovation. India’s first Moto Polo, managed by Malle London, added a fresh competitive edge to the line-up.
Motoreel hosted storytelling sessions featuring Jonty Rhodes, Nick Sanders, Vanessa Ruck, Freddie Spencer and the Monk and the Warriors team, each presenting tales of resilience and adventure. Motoville celebrated the Art of Motorcycling with a curated exhibition from 51,000 global submissions across 12 countries, themed “Cine-Verse”. Workshops at Motovillage ranged from self-defence and coffee brewing to pottery, art and motorcycle DIY.
The Motosonic stage delivered high-octane entertainment, headlined by Grammy-winning producer-DJ Diplo, who arrived on a Himalayan 450. Performances by Hanumankind, Euphoria, Parvaaz, The Yellow Diary, MIDIval Punditz, Kutle Khan and Karsh Kale, and Thaikuddam Bridge kept the crowds energised through the weekend.
The Pittch co-founder and director Sunil Nazare, said the collaboration with Royal Enfield set a new benchmark in experiential production and reaffirmed the agency’s commitment to crafting standout cultural moments.
Brands
Zydus Wellness expands Ritebite Max Protein into new formats
RTD shakes, ghee jaggery bars and Korean chips target $10–12 bn protein market.
MUMBAI: Protein is no longer just gym talk, it’s making a full-course entry into everyday India. Zydus Wellness Ltd. is stretching its Ritebite Max Protein portfolio across three new formats, signalling a sharper push to turn protein from a niche supplement into a daily habit. The expansion brings ready-to-drink (RTD) protein shakes, culturally rooted ghee jaggery bars, and Korean-inspired protein chips under one umbrella, an attempt to build what the company calls a “multi-format protein ecosystem”. The move targets India’s rapidly expanding protein market, currently estimated at $10–12 billion and growing at a mid-teen CAGR.
The numbers suggest the strategy already has legs. In Q3 FY26, Ritebite Max Protein posted near double-digit EBITDA margins following its acquisition, driven by distribution expansion, product innovation and broader category tailwinds.
At the centre of the rollout is convenience. The newly launched RTD shakes available in Choco Burst and Berry Blush deliver 26 grams of protein per 250 ml serving, designed for on-the-go consumption. Meanwhile, the “Roots” Ghee Jaggery Protein Bars blend traditional Indian ingredients with whey and casein, offering 10 grams of protein and 4 grams of fibre per serving.
But the play isn’t just about nostalgia. On the other end of the spectrum, Korean-flavoured protein chips featuring variants like Hot Chilli, Barbeque and Gochujang tap into global snacking trends. Each 60-gram serving delivers 10 grams of protein and 4 grams of fibre, alongside claims such as no palm oil and gluten-free formulation.
The broader insight is clear: the protein category is fragmenting along lifestyle lines. One cohort is leaning into familiarity and traditional formats, while another is chasing novelty and international flavours. Zydus is betting it can straddle both worlds.
With a nationwide rollout planned across e-commerce and quick-commerce platforms, the company is positioning Ritebite Max Protein not just as a product line, but as a day-long consumption habit, one shake, bar, or chip at a time.
