Brands
Zoreko unveils itself as SMAAASH Fun Gateway Arena Pvt Ltd’s new avatar
Mumbai: Changing the face of the gaming industry, the first-ever pioneering force proudly announces a mighty leap forward with its brand transitioning from ‘SMAAASH Fun Gateway Arena Private Ltd’ to ‘Zoreko – Original Gamers’. This transition marks the dynamic evolution and expansion of the brand, solidifying its unending commitment to innovation, quality, and customer satisfaction.
This transitional venture represents a strategic shift towards a more spirited and engaging brand experience. Zoreko consulting CMO Avanish Agarwal said about the new transition, “This rebranding effort is a strategic move towards aligning the brand more closely with its target audience and its core offerings. The name we have chosen, Zoreko – Original Gamers, conveys our company’s commitment and emphasis on giving our patrons an authentic and immersive gaming experience. We feel that all gamers should be able to have access to a world-class, cutting-edge gaming experience.”
New Brand Identity
Zoreko – Original Gamer’s new core values are redefining its presence in the gaming and entertainment sector in the minds of the consumers. By adding ‘Original Gamers’ into the name of the company, Zoreko is signifying its commitment to catering to the needs and wants of hardcore gamers, which can help attract this lucrative target audience, and at the same time, bring to mind, its gaming legacy. It stands out from its competitors by positioning itself as a specialized gaming arena, and a one-stop spot for gaming and F&B, separating itself from generalized family entertainment centers.
Expansion plans
Zoreko – Original Gamers is set to open its flagship outlet at Elan in the first week of June. In addition, there will be two additional centres opening this year at Mohali and Patiala. This geographical expansion marks their entry into a new market where there is a high demand for specialised gaming centres. The company is also investing in cutting-edge technologies that provide the best, immersive, experience for India’s passionate gaming community. With these new technologies, virtual reality experiences, and arcade facilities, Zoreko – Original Gamers aims to further solidify itself as a premier destination for gaming enthusiasts, and become a one-stop spot for high-tech games, fortified with a bold menu.
Future plans
Zoreko – Original Gamers looks forward to capitalizing on India’s expanding VR and AR experiences, aiming to be at the forefront of this growing USD 3 Billion sector. It also plans on hosting competitive events like e-sports tournaments, as well as collaborating with game developers and publishers to offer exclusive gaming experiences and early access to new releases. Additionally, they plan to offer comprehensive gaming-related merchandise and accessories.
Zoreko – Original Gamers also plans to focus its expansion in the digital world, by building a community for gaming enthusiasts to foster engagement and loyalty. Zoreko – Original Gamers is committed to continuous innovation and adapting to emerging trends, technologies, and preferences of their target audience of experienced gamers. All of this will ensure that the company will remain at the top of its game, and top of its consumer’s mind.
Brands
Ekart expands IKEA partnership with EV deliveries in Chennai
3PL to handle 600 plus products with 48 hour delivery via EV fleet.
MUMBAI: Flatpacks are going electric and your sofa might now arrive with a smaller carbon footprint. Ekart has expanded its partnership with IKEA to power last-mile deliveries in Chennai, doubling down on speed, scale and sustainability in one of India’s key urban markets. Under the collaboration, Ekart will manage end-to-end large-format deliveries for IKEA across the city using a 100 per cent dedicated electric vehicle fleet. The move makes Chennai the second major market after NCR-Delhi where Ekart handles IKEA’s last-mile logistics, signalling a broader rollout of EV-led supply chains.
The mandate is no small load. Ekart will oversee deliveries for over 600 products from IKEA’s catalogue, ranging from furniture to home décor—categories that demand specialised handling and precision logistics.
Backed by its technology-driven fulfilment network, Ekart is targeting deliveries within a 48-hour window, offering real-time tracking and end-to-end visibility from warehouse to doorstep. The focus is clear: faster turnarounds without compromising on control or customer experience.
The EV-first model also aligns with both companies’ sustainability goals, as urban logistics increasingly shifts towards zero-emission solutions. For IKEA, which continues to expand its omnichannel presence in India, reliable and eco-conscious last-mile delivery is becoming central to scale.
For Ekart, the partnership reinforces its positioning as an enterprise-grade logistics player in large-format commerce. The company already supports over 1,800 retail, D2C and enterprise brands, spanning last-mile delivery, part-truckload services and warehousing.
As India’s logistics ecosystem evolves, this collaboration highlights a growing trend: delivery is no longer just about distance, it’s about efficiency, experience and increasingly, emissions.
