Brands
Tinder brings real-world dating experiences to North East India
MUMBAI: Dating, it turns out, is less about grand gestures and more about shared moments. The song you both hum, the snack you swear by, the team you cheer for. Tinder is leaning into exactly that, taking dating out of the chat window and into everyday social spaces across India’s North East.
From Guwahati and Shillong to Ziro Valley, Tinder’s recent on-ground activity blended seamlessly into the region’s vibrant community life. Music gigs, sports matches, food queues and festivals became natural meeting points, showing how shared interests can quietly do the heavy lifting when it comes to starting conversations. Nearly one in three young singles in India say common interests matter when forming connections, and Tinder decided to put that insight to work in the real world.
In the North East, music is not just entertainment, it is social glue. Tinder tapped into this rhythm at live gigs and festivals, where conversations often start before the first note is played.
At Post Malone’s Guwahati concert, a balloon cart outside the venue set the mood early. Cheeky prompts like “Wanna sing together?” floated around as easily as the balloons themselves, turning waiting time into ice-breaking time. Smiles followed, chats started and the night began on a lighter note even before the music kicked in.
The Ziro Festival brought a more intimate story to life. Creator Taksing Mangha documented her first meeting with someone she had been chatting with on Tinder for weeks. Music, local food and the festival’s easy-going atmosphere made the transition from app to real life feel natural rather than nerve-wracking. It was a reminder that shared playlists can sometimes lead to shared memories.
Sports provided another easy excuse to connect. In Shillong especially, match days are as much about the crowd as the scoreline. Tinder joined the action at football and basketball games, blending into the buzz with playful prompts and crowd interactions.
At the men’s football match, branded floor stickers, standees and merchandise nudged fans to look beyond the pitch. The momentum continued at a men’s basketball game, where lines like “You found the court, now find your plus 1” added humour to the high-energy setting. A similar approach reached women’s basketball in Guwahati, extending the focus on community-first moments.
Sports, after all, rank among the most popular interests young users choose to define their vibe on Tinder, making stadiums and courts a natural extension of the app.
Beyond events, Tinder leaned into local voices and everyday humour. Meet-ups with regional creators, including a community gathering with Shillong-based creator Gary Lu, kept things relaxed and social, while reels and live stories carried the energy online.
Outdoor billboards across Guwahati and Shillong played with food references and cultural cues. Lines such as “When the chemistry is right, even bhut jolokia feels mild” and “Standing in a bhog queue? It’s better with a cutie!” turned daily situations into dating metaphors that felt instantly familiar.
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI: 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.
