Brands
Zouk and Kriti Sanon unpack pride and purpose with A Bagful of You campaign
MUMBAI: Fashion just got a little more soulful and a lot more personal as Zouk, India’s proudly vegan and 100 per cent Indian lifestyle brand, has launched its latest campaign, A Bagful of You. Featuring National Award-winning actress Kriti Sanon as the face of the movement, the campaign isn’t just selling bags, it’s celebrating roots, resilience, and cultural pride.
Rolling out during IPL 2025 across Connected TV, Youtube, and Meta’s social platforms, A Bagful of You marks Zouk’s grand debut on India’s biggest cricketing stage. Offline, the campaign is making waves too, turning malls and city streets into style runways where tradition meets ambition. With Zouk’s signature Indian prints and cruelty-free materials front and centre, the message is loud and clear: fashion isn’t just what you wear, it’s who you are.
Commenting on the launch, Zouk founder Disha Singh said, “With ‘A Bagful of You’, we wanted to spotlight something that often gets overlooked the silent strength, pride, and individuality of the modern Indian woman. She is everywhere. She’s in cities and small towns, boardrooms and classrooms, weaving tradition into ambition every single day. At Zouk, we build cultural continuity into daily life. Our prints are proudly Indian, our materials consciously vegan, and our purpose deeply personal. This campaign is an extension of the message that fashion serves beyond looking good, it honours one’s connection to their identity and culture.”
Kriti Sanon shared her personal connection to the campaign’s message as well, saying, “What spoke to me most about ‘A Bagful of You’ is that instead of selling an image, it’s a reminder of who we already are. What I carry says everything about what I stand for. Whether it’s a mood, a memory, or a moment of pride, it’s all part of me. So, beyond an
accessory, it’s an extension of my personality, my roots, and my values. Zouk’s bags, with their beautiful Indian prints and cruelty-free materials, make that connection even stronger. When I carry a Zouk, I carry my culture with me, and I do it with pride.”
Built on the belief that fashion should fit your soul, not just your style, A Bagful of You blends Zouk’s design philosophy with a relatable, heart-warming narrative that resonates with modern Indian women. It reflects everyday pride from boardrooms to classrooms where ambition and tradition weave effortlessly together.
With over 15 lakh happy customers and exclusive stores now in Mumbai, Pune, Bangalore, Lucknow, and Gurgaon, Zouk continues to expand its footprint across India. The brand recently launched its women-first luggage line, further solidifying its commitment to creating functional, stylish essentials for today’s traveller.
As Zouk grows its community of vibrant, rooted, and fearless women, A Bagful of You stands tall as a reminder that true style isn’t about fitting in, it’s about standing out, authentically.
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.
