Brands
VIP launches contest for best RJs
MUMBAI: VIP Industries will be undertaking a multi-media campaign with radio as a lead medium for ‘VIP RJ of Radio Station’. The contest is an intra-station and inter-city competition amongst popular RJs from Mumbai, Delhi, Bangalore and Kolkata.
This first ever competition will have RJs participate from various radio channels like Radio City, Big FM, Fever 104, Radio Nasha, & Radio One. RJs like Archana from Radio City, Ruchi from Fever, Shelee from Radio One, Rani from Big FM, Akriti from Radio Nasha and popular ones from the other participating channels of each city will post their stylish selfies with VIP luggage on their social media handles.
For the first time ever listeners will get a close view of their favourite RJs and finally be able to put a face behind the voice they listen to on air every day. Each network’s RJs would further invite their listeners to visit the VIP Facebook page and post selfies. The winning listener will be selected by lucky draw and will win gift vouchers worth Rs 10,000 from VIP.
VIP Industries senior vice president of sales, marketing and service Sudip Ghose says, “Through this radio contest, we aim to reach out to a wide audience of listeners across cities and offer them another reason to continue to associate with brand VIP. We are confident that this one of a kind contest will retain the customers’ attention.”
The RJ from each network with maximum likes, comments and social media share across cities will be announced the winner. The winning RJ will be given VIP bags along with a trophy, and will be adjudged as ‘VIP RJ of the Radio Station’.
Also, the winning RJ can select a listener from their list through a lucky draw.
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.
