Brands
WAI WAI India partners with Ayushmann Khurrana as brand ambassador
Mumbai: CG Corp Global’s FMCG vertical CG Foods, the owner of the renowned noodle brand WAI WAI, proudly announces its partnership with Bollywood superstar Ayushmann Khurrana as its new brand ambassador. With a legacy of 25 years and a dedicated following among the youth, WAI WAI is set to further solidify its position by joining forces with Ayushmann Khurrana, whose genuine and versatile persona deeply resonates with the youth.
Under the theme and tagline “WAI WAI Wala Taste”, this collaboration aims to celebrate the distinctive flavor, taste, and seasoning that has endeared WAI WAI to its enthusiasts.
Commenting on the collaboration, actor Ayushmann Khurrana shared, “It’s an absolute pleasure to be associated with a youth-facing brand like Wai Wai. What sets it apart is the vibrant and diverse range of products it offers. From an array of exotic noodles catering to every taste, region, and preference, the brand lives up to its name.”
CG Foods & CG Corp Global India Varun Chaudhary stated, “Collaborating with Ayushmann Khurrana was my top priority, and I am delighted that we have joined forces in such a short time. This partnership comes at a critical moment when my vision for the brand includes not only exponential growth in sales but also the establishment of deep connections with WAI WAI fans across the country. India is an important market for us , and I am dedicated to ensuring that WAI WAI attains a leadership position with its roots deeply entrenched in India.”
WAI WAI has strategically decided to foster a stronger connection with the emerging generation, encompassing young adults, teenagers, and working professionals. As the sole standalone brand producing pre-seasoned noodles, colloquially referred to as ‘Brown Noodles,’ WAI WAI is set to introduce an exciting transformation to the market.
The brand is gearing up to delight its dedicated aficionados of Korean spicy cuisine with a thrilling and exotic assortment of 2X spicy noodles, presented through its sub-brand ‘Dynamite.’ With the recent signing of Ayushmann Khurrana, the brand is now poised to embark on a dynamic 360 campaign that holds the potential to resonate deeply with the contemporary youth.
The triumph of this campaign and partnership pivots on the significant stride taken in the right direction. This ambitious goal underscores the brand’s unwavering commitment to growth and innovation, bolstered by its collaboration with Ayushmann Khurrana, as it continues to carve its path as a leading player in the market.
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.
