Brands
WPP partners with Stripe to expand commerce and payments solutions for brands
Mumbai: WPP has partnered with Stripe to develop new commerce and payments solutions on behalf of joint clients. With this announcement WPP is now a consulting partner within the Stripe Partner Ecosystem (SPE). This is a programme which provides a package of resources and access to consulting firms.
WPP, together with Stripe, will engage in strategy and consulting to help clients with a range of initiatives including digital transformation, new product launches, e-commerce design and development, mobile applications and payments infrastructure. WPP will receive early access to new product releases and go-to-market strategy in addition to receiving support from Stripe’s team of commerce and payment experts.
A recent report on the future of commerce suggests that 57 per cent of global consumer spend is already online, and 60 per cent of shoppers say they will increase their usage of digital shopping channels in the future.
By partnering with Stripe, WPP will enhance its digital commerce capabilities across its business which includes over 13,500 commerce specialists globally. The news follows WPP’s recent acquisitions of commerce agencies Diff and Fenom, and exemplifies the company’s continued investment in its commerce offer for clients. Ranked as a leader in Forrester’s latest global commerce services wave, WPP already manages more than $40 billion of direct and $20 billion of marketplace GMV for clients.
Stripe is a financial infrastructure platform for businesses. Millions of companies such as Amazon, Ford, Maersk, Shopify and Le Monde use Stripe to accept payments, grow their revenue and accelerate new business opportunities. Stripe’s partner ecosystem provides the services and technology to enable enterprises across all industries to transform their ecommerce experience.
WPP CTO Stephan Pretorius said, “As companies increasingly move to digital channels to improve the customer experience, it becomes important that they implement a robust system with quality data to integrate their brand and commerce strategies. Through the deployment of best-in-class technology platforms, like Stripe, we’re able to support bold client ambitions, promote powerful data-driven commerce performance and remove friction in delivering first-rate customer experiences.”
Stripe VP global partnerships and alliances Dorothy Copeland said, “The increase in online spending is accelerating, and companies need to innovate quickly to stay ahead of consumer demand. By combining Stripe with WPP’s extensive commerce experience, businesses can modernize, get more out of their digital channels, and grow entirely new revenue streams.”
Brands
India’s food culture takes a bold turn in 2025
From fusion desserts to experiential dining, four trends reshape how the nation eats.
MUMBAI: India’s plates just got a serious upgrade in 2025 because when tradition meets TikTok and fusion meets fitness, even the humble samosa starts feeling trendy. The Godrej Food Trends Report 2025 predicted several shifts in Indian eating habits, and the past year proved the forecasters right. From reimagined desserts to immersive dining experiences, Indian consumers showed they want authenticity, convenience, global flavours and health in equal measure.
Here are four trends that truly came alive in 2025 and are now shaping how India eats and dines:
1. Indian Desserts Get a Modern Makeover Traditional mithai found fresh life through fusion experiments. Cheesecakes, truffles and plated desserts inspired by classics like gulab jamun and rasgulla gained popularity, while chocolate-forward, fruit-led and lower-sugar options appealed to younger diners. According to the How India Eats 2025 report, desserts and ice-cream parlours were among the fastest-growing segments in organised food services. Examples: The Bombay Canteen’s Coffee Rasgulla Sundae and Le Chocolate Cakes and More’s Gulab Jamun Cake. Chef Aarohi Sanghavi of Maki Patisserie noted the shift toward seasonality and fresh Indian produce, while Chef Heena Punwani of Maska Bakery highlighted the appeal of flexible, weekend-special menus.
2. Social Media Becomes the New Menu Food discovery went fully digital. Instagram Reels, YouTube reviews and creator-led content heavily influenced dining choices, with food remaining one of the most consumed categories on social media. Restaurants began designing visually striking dishes specifically for shareability, while many diners found new spots through viral videos rather than traditional advertising. The How India Eats 2025 report revealed that over 75% of marketing spends by leading QSR chains now go toward digital channels. Cafes like Mokai and Candies became creator favourites, and brands such as Bastian Hospitality curated highly shareable pop-ups and events. Kavita Rajwade of IVM Podcasts emphasised how long-form storytelling helps decode food’s cultural and economic layers, while Pranav Joshi of Floydian Cookery admitted his page grew far beyond expectations.
3. Snacking Culture Goes Mainstream India’s love for snacks evolved into a full grazing lifestyle, with many opting for multiple small bites throughout the day instead of three structured meals. This shift spurred innovation in formats—from gourmet chips and fusion street food to protein-packed options. Restaurants responded with small-plate menus designed for sharing. The How India Eats 2025 report noted that late-night orders grew nearly 3x faster than dinner. Brands like The Whole Truth Foods and Green Snack Co. popularised clean-label snacks such as protein bars and roasted nuts. Madhushree Basu Roy of Pikturenama Studios predicted a mix of convenience, health consciousness and global influences, while freelance food writer Sharmila Vaidyanathan observed that consumers want the best of both worlds healthy options for routine snacking and traditional treats for special occasions.
4. Dining Becomes an Experience, Not Just a Meal The most noticeable shift was the rise of experiential dining. Consumers increasingly sought restaurants that offered more than good food, they wanted immersion, storytelling and chef-driven concepts. Venues like Papa’s in Mumbai (intimate tasting menus), Bombay Daak (theatrical regional flavours) and Masala Library (modernist presentations) turned meals into memorable events. Tasting menus, themed pop-ups and chef collaborations became more common, transforming dining out into entertainment. The How India Eats 2025 report highlighted how experience-led formats and storytelling are key to attracting younger diners. Chef Karan Upmanyu of ParTTwo in Bengaluru observed that new outlets are breaking away from rigid formats, focusing instead on creating relaxed spaces where people simply enjoy spending time.
As 2026 unfolds, these trends suggest India’s food culture is no longer just about what’s on the plate, it’s about how the plate makes us feel, connect and remember. From a quick Reel-inspired snack to a full theatrical dining experience, Indian diners are voting with their forks for food that is both rooted in tradition and unafraid to experiment. The table, it seems, has never been more exciting.
