MAM
ZenithOptimedia wins Swarovski media biz
MUMBAI: ZenithOptimedia has bagged Swarovski‘s media account as part of the company‘s global alignment strategy.
The agency will begin work on the account from January 2010.
Earlier in 2008, Swarovski had called a global pitch that later saw ZenithOptimedia and Havas‘ MPG sharing the account. MPG was handling the media planning and buying duties for the company in Australia, Singapore, Greater China, and India.
Brands
Ace Blend launches 10:1 Shroom Droppers targeting energy, focus and calm
New ultrasonic extracts aim to boost potency and absorption in mushroom supplements
MUMBAI: Ace Blend has entered the fast-growing functional wellness space with the launch of its new Shroom Concentrates range, betting on potency and delivery format as key differentiators in an increasingly crowded market.
The Mumbai-based brand has introduced a trio of liquid “droppers” designed to support focus, energy and relaxation. Unlike conventional mushroom supplements, which often rely on powders or capsules, the company is positioning its water-based concentrates as faster-absorbing and more effective.
At the core of the launch is a 10:1 concentration ratio, which the company says delivers higher bioactive potency compared to standard formulations. The products are developed using a patented ultrasonic water extraction method that uses sound waves instead of heat or chemicals to preserve delicate compounds within the mushrooms.
The range includes Lion’s Mane for cognitive support, Cordyceps for sustained energy, and Reishi for relaxation and recovery. The formulations are also glycerin-free, a move aimed at avoiding dilution and maintaining purity.
“We introduced India to functional mushrooms with our Shroom Coffees. With Shroom Concentrates, we’re cementing our expertise in the space,” said Ace Blend founder Shivam Hingorani. “We focused on solving that gap by improving how these compounds are extracted, delivered, and absorbed.”
The launch comes as functional mushrooms gain traction globally, with consumers increasingly seeking natural solutions for productivity, stress management and overall wellbeing. In India, the category is still emerging, but growing awareness and demand for performance-oriented health products are creating new opportunities.
By combining high-potency extracts with a convenient dropper format, Ace Blend is aiming to make functional mushrooms more accessible to everyday users rather than niche wellness enthusiasts.
As competition intensifies in the plant-based supplement market, brands that can deliver both efficacy and ease of use may find themselves a step ahead. For Ace Blend, this latest launch signals an attempt to turn curiosity into consistent consumption.
