Broadband
Metalink’s chipset enables wireless distribution of digital entertainment throughout the home
MUMBAI: Israel based Metalink, which provides wireless and wireline broadband communication silicon solutions, has unveiled the second generation of its WLanPlus chip-set. Designed to enable high-throughput, rich-content, quality-critical applications, WLANPlus provides the foundation for a full-coverage wireless home entertainment network.
Metalink’s WLanPlus 802.11n chip-set family is optimised to go beyond previous solutions that are designed primarily to transport data, and addresses the far more rigorous needs of the consumer electronics market. As such, it supports the most demanding optional specifications of the 802.11n standard with functionality that is critical for the streaming of high-quality High-Definition Television (HDTV) video throughout the home (three MPEG2 HDTV streams at 60Mbps with whole-home coverage at 60 feet).
The company adds that first-generation WLANPlus technology has already been integrated by consumer electronics manufacturers into a broad range of products, including Residential Gateways, Digital Televisions, HDTVs, Set-Top Boxes (STB), Media Adaptors and Digital Video Recorders (DVR).
Broadband
Zoff Foods extends Shilpa Shetty partnership into ninth year
Spice brand reinforces trust-led positioning amid growth and funding push.
MUMBAI: Nine years, one flavour and the recipe clearly still works. Zoff Foods has extended its long-running association with Shilpa Shetty, marking nine consecutive years of her as brand ambassador as the company scales its presence across Indian households. What began as a digital-first collaboration has gradually evolved into a defining element of the brand’s identity. Over nearly a decade, the partnership has mirrored Zoff’s own journey from an emerging challenger to a fast-growing FMCG player with a widening footprint across e-commerce, quick commerce and offline retail channels.
The logic behind the continuity is straightforward. In a category where trust and familiarity drive purchase decisions, particularly in spices and ready-to-cook segments, long-term associations tend to carry more weight than short bursts of visibility. Shetty’s positioning as a fitness-conscious, health-aware public figure aligns with the brand’s emphasis on purity and quality factors that are increasingly shaping consumer choices in modern Indian kitchens.
The extension also comes at a time when Zoff Foods is entering a more aggressive growth phase. The company recently raised $2 million in a Pre-Series B funding round led by JM Financial Private Equity, with participation from Aman Gupta, signalling a push towards expanding distribution, product innovation and market reach.
Company executives have positioned the continued partnership as a strategic anchor amid this expansion, reinforcing brand recall while entering new markets. For Shetty, the association remains rooted in shared values around authenticity and ingredient integrity attributes that resonate strongly with increasingly mindful consumers.
In a market crowded with new-age brands and shifting loyalties, Zoff’s approach suggests a different playbook: build slowly, stay consistent, and let familiarity do the heavy lifting. Because sometimes, in both branding and cooking, it’s not about reinventing the dish, it’s about perfecting it over time.
