MAM
Truemeds ropes in Paresh Rawal to promote affordable substitute medicines
Branded substitutes cut chronic medicine costs by up to 51 per cent.
MUMBAI: When it comes to medicines, many families quietly swallow the cost before they swallow the pill. Indian e pharmacy platform Truemeds has partnered with veteran actor and Padma Shri awardee Paresh Rawal for a new awareness campaign highlighting affordable substitute medicines for people managing chronic conditions. The campaign focuses on a growing concern for many households, the rising cost of long term medication. Through its platform, Truemeds offers branded substitute medicines that are positioned as scientifically matched alternatives to commonly prescribed drugs, often available at significantly lower prices.
Rawal, known for portraying grounded, everyday characters on screen, has been chosen as the face of the campaign for his long standing relatability with Indian audiences. According to the company, his persona reflects the platform’s aim to promote practical and informed healthcare decisions.
The campaign features two brand films built around familiar everyday situations.
The first film centres on a father who postpones his own medical treatment in order to prioritise his daughter’s needs, a scenario meant to reflect the quiet sacrifices families often make when healthcare costs become overwhelming. The narrative positions substitute medicines as what the brand calls “Samajhdar Medicines”, encouraging consumers to explore cost effective alternatives without compromising on quality.
The second film draws on a common behavioural insight: people frequently look for small savings in everyday purchases but assume that medicine prices are fixed. Truemeds challenges that perception, highlighting how branded substitute medicines sourced from the top 1 percent of pharmaceutical manufacturers in India can reduce monthly medicine bills by up to 51 percent.
Truemeds co founder and chief executive officer Akshat Nayyar said the platform was created to address the financial strain that recurring medical expenses place on households.
“For many families, medicine costs quietly become a monthly stress, often forcing people to delay or skip their own treatment. Through Truemeds, we want people to know that quality medicines can be available at the lowest prices, and that choosing smart substitute options can make long term care more manageable,” he said.
Rawal echoed the sentiment, noting that long term treatments often create a steady financial burden for families.
“If there are reliable options that cost less and do not compromise on quality, people deserve to know about them. That is what I liked about Truemeds. It helps families manage healthcare without constant financial worry,” he said.
Unlike platforms that primarily emphasise rapid delivery, Truemeds positions itself around cost effectiveness and informed decision making. Users can upload prescriptions or search medicines online, after which trained health advisors or doctors recommend scientifically matched substitute medicines and explain their suitability.
With a nationwide presence, the company says it aims to tackle one of India’s largest out of pocket healthcare expenses by helping households manage recurring medicine costs more sustainably. The partnership with Rawal is intended to strengthen that message and build trust around the idea that affordability and quality in healthcare do not have to be mutually exclusive.
MAM
L’Atelier 1664 returns to Lakmé Fashion Week with Abraham & Thakore
Design platform showcases ‘The Sari’torial’ blending tailoring and drapes.
MUMBAI: When couture meets craft, even a sari can learn a few new tricks. L’Atelier 1664 is returning to Lakmé Fashion Week 2026 in Mumbai, continuing its design led partnership with one of India’s most influential fashion platforms. The cultural platform will once again spotlight the intersection of fashion, craftsmanship and contemporary lifestyle, this time through a special runway collaboration with design house Abraham & Thakore.
Titled “The Sari’torial,” the curated showcase reimagines the sari through a conversation between structured tailoring and fluid draping. Drawing inspiration from the relaxed elegance of French style and the rich heritage of Indian textiles, the collection explores everyday silhouettes refined with signature fabrics, subtle detailing and a restrained colour palette highlighted by L’Atelier 1664’s distinctive house blue.
The collaboration marks a continuation of L’Atelier 1664’s presence at Lakmé Fashion Week after its debut association last year, reinforcing the platform’s growing engagement with India’s creative and fashion ecosystem.
Beyond the runway, the brand will also host its signature lounge at the fashion week venue, creating an immersive experiential space designed to bring together design, culture and contemporary lifestyle in one setting.
Carlsberg India vice president for marketing Partha Sarathi Jha said the association reflects the brand’s interest in supporting creative expression. “Lakmé Fashion Week is one of the most important platforms for fashion and creative expression in India. Through L’Atelier 1664, we aim to celebrate this intersection of culture, design and contemporary lifestyle. We are excited to continue our association with Lakmé Fashion Week and collaborate with Abraham & Thakore to bring this vision to life on the runway,” he said.
Designers David Abraham and Rakesh Thakore added that the collection explores a cross cultural design dialogue. “With Sari’torial, we wanted to explore a conversation between French ease and Indian craftsmanship. Our collaboration with L’Atelier 1664 blends a relaxed French sensibility with the richness of Indian textiles, reinterpreting traditional crafts through a modern lens,” they said.
L’Atelier 1664 is part of the portfolio of Carlsberg Group, the Denmark headquartered beverages company whose Indian arm has operated in the country since 2007. Today, Carlsberg India runs 14 breweries across the country, including eight company owned facilities and six contract manufacturers, supporting a portfolio that includes brands such as Carlsberg Smooth, Carlsberg Elephant, Tuborg Green, Tuborg Strong, Tuborg Ice Draft, Tuborg Classic and 1664 Blanc.
Through its continued presence at Lakmé Fashion Week, L’Atelier 1664 is positioning itself not just as a sponsor but as a cultural platform connecting fashion, design and lifestyle conversations in India’s evolving creative landscape.
