Brands
Too Yumm! Introduces BHOOT Chips in a fiery collaboration with Naagin
Mumbai: New Age snacking brand Too Yumm! from Guiltfree Industries, a part of the FMCG division of the RP-Sanjiv Goenka Group bids to rekindle the spirit of innovation and taste in the snacking category with this tantalizing and exhilarating new flavour – Too Yumm! BHOOT Chips. Infused with the searing heat of India’s spiciest Chilli, Bhut Jholokia, Too Yumm! attempts an exceptional collaboration that marks an industry-first; teams up with India’s pioneer hot sauce brand, Naagin, to deliver an unparalleled snacking experience that tantalises the taste buds and ignites the senses.
Too Yumm! and Naagin, both catering to the preferences of today’s vibrant and dynamic youth, have united to create an exceptional product that not only boasts intense heat but is also astonishingly delectable, making it impossible to resist. Not content with revolutionising just the product, Too Yumm! has infused innovation into every aspect of BHOOT Chips. From its distinctive flavor and eye-catching packaging to its evocative name and holistic digital-first approach, the brand has orchestrated an immersive snacking experience.
Brand ambassador Varun Dhawan, also shared his experience with their followers – “Fiery on the outside and equally spicy on the inside. BHOOT Chips ka jhatka sach me yaad raha.”
KL Rahul, an Indian cricketer, has also joined Dhawan as the brand ambassador for Too Yumm! Chips. He has also expressed his delight for the product through a reaction video, “Too Yumm! Has struck gold again with Bhut Jholokia Chillies – a truly exceptional creation, BHOOT Chips indeed!”
https://www.instagram.com/p/ Embracing a comprehensive digital-first strategy, Too Yumm! has harnessed a myriad of digital platforms to connect with its audience on their preferred channels – including influencer collaborations, engaging AR filters, vibrant Twitter conversations, and more.
Commenting on the launch, Guiltfree Industries Ltd. vice president – marketing Yogesh Tewari said, “Too Yumm! Being a new age brand always aims to cater to the needs of today’s dynamic youth, and it is this passion to disrupt the category that has birthed this innovative flavour. The team has worked out such a wonder with BHOOT Chips that once tasted, you cannot resist them. The taste and spice blend of these BHOOT Chips is just perfect.” Naagin co-founder Mikhel Rajani also commented on the launch, “Innovation and originality is at the heart of all our products at Naagin. When we got the opportunity to work with Too Yumm!, an Indian brand that shares the same values as us, a successful collaboration was inevitable. Adding our twist to their amazing product has led us to the oh-so-wonderful BHOOT CHIPS!”
Brands
Safex Group appoints Richa Malhotra as group chief financial officer
Former Standard Chartered executive to steer finance
NEW DELHI: Safex Chemicals has appointed Richa Malhotra as group chief financial officer, strengthening its leadership team as the company prepares for the next phase of expansion in specialty chemicals and global agrochemicals.
In her new role, Malhotra will lead the group’s financial strategy, capital architecture and governance framework as Safex scales operations across multiple verticals including branded formulations, specialty chemicals and contract manufacturing.
A chartered accountant and graduate of Shri Ram College of Commerce, University of Delhi, Malhotra brings more than two decades of experience in business finance, strategic planning, corporate banking and client management.
Before joining Safex, she served as executive director, financial markets at Standard Chartered, where she led teams across India and Sri Lanka and worked closely with large corporates, global subsidiaries and commercial banking clients. Her expertise includes capital structuring, treasury operations, risk management and financial markets led financing solutions.
Safex Group promoter director and joint managing director Piyush Jindal, said the appointment comes at a pivotal time for the company. “Safex stands at an inflection point as we build an integrated platform across branded formulations, specialty chemicals and contract manufacturing. Richa’s experience across global financial institutions will strengthen our financial discipline and help unlock value across the group,” he said.
Malhotra said she was looking forward to contributing to the company’s next chapter of growth. “Safex has built a strong reputation over 35 years with its focus on integrity, innovation and agricultural insight. I am excited to be part of the organisation as it expands its footprint in India and global markets,” she said.
The appointment comes as Safex continues to strengthen its financial foundations and scale operations internationally, positioning itself for future growth milestones.
