MAM
Triton wins media mandate for Force Gurkha
MUMBAI: Triton Communications has been awarded the strategy, creative and media mandate for Force Gurkha – the latest offering from Pune-based Force Motors.
Slated to launch in April 2013, Force Gurkha will be the first vehicle in its class to offer different locks, higher ground clearance and a snorkel intake to manoeuvre snow, sand, mud slush, mountains and comfortably drive through water.
Triton CEO and NCD Renton D’Sousa said, “To me the Force Gurkha is The Off-Roader for the Off-Roader. It fills the gap between the driver’s expectations and the on ground capabilities of the other 4X4 vehicles. The Force Gurkha is a 4X4 that can outmanoeuvre any season or terrain. Hence it is a 4X4X4. I call it the ‘Extreme Off-Roader Vehicle’”.
Force group Business Director Sandeep Srivastava said, “Creating a new category has its challenges. Backed by sustained & substantial media investments, SUV’s have projected themselves as hard core mud pluggers. Rather than negating their claims to bring alive the fact, we will build the brand on a paradigm unheard of, but completely true to the product and its amazing capabilities. Herein lays the opportunity for Force Gurkha to up the ante for Force Motors and the Indian automobile industry .”
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.
