Brands
YesMadam onboards Shraddha Kapoor as a brand ambassador
Mumbai: A recent viral video on Twitter, featuring an argument between two men on the Delhi NCR metro with one shouting “Har Expert, Salon Expert Nahi Hota,” has generated significant attention. This viral moment is actually part of a marketing campaign by YesMadam, India’s tech-enabled salon-at-home service provider. The bootstrapped startup has enlisted Bollywood actress Shraddha Kapoor as its brand ambassador for this campaign.
The campaign, titled “Har Expert, Salon Expert Nhi Hota,” aims to emphasize the importance of choosing the right salon expert. It highlights YesMadam’s focus on providing professional at-home beauty and spa services, with features like hygienic practices, quality products, transparent pricing, and the option to use personal products.
The video, featuring Shraddha Kapoor in a humorous context, is designed to increase YesMadam’s visibility and expand its user base. This initiative is expected to enhance the brand’s positioning and organic reach, supporting its goal of making premium beauty and spa services accessible across India.
Commenting on the association, YesMadam co-founder and CEO Mayank Arya said, “Partnering with Shraddha Kapoor is a game-changer for YesMadam. Her aura and the perfect blend of elegance and approachability perfectly and seamlessly align with our brand values. Through our ‘Har Expert, Salon Expert Nahi Hota’ campaign, we aim to showcase how YesMadam brings truly professional and reliable salon services to every home. This collaboration will significantly boost our mission to revolutionize the at-home beauty experience across India.”
Founder and CMO Akanksha Vishnoi added, “Collaborating with Shraddha Kapoor is a strategic move for YesMadam. Her influence will help us connect with a broader audience and strengthen our commitment to accessible, high-quality beauty services. We are also dedicated to empowering our service partners across various locations, providing them with financial stability and growth opportunities, which in turn creates a positive impact on society, and this collaboration will surely support us in actualizing the dreams of our wonderful service partners.”
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.
