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The quick commerce boom is facing a backlash, with big FMCG brands in the country becoming increasingly cautious about partnering with the leading players due to their repeated instances of consumer norm violations and hygiene breaches. Regulatory raids have uncovered alarming practices at quick commerce dark stores operated by players like Zepto and Blinkit, including the sale of adulterated and expired products. 

Besides, customers have also taken to social media to share their grievances, highlighting instances of fake or spoiled products, such as Amul butter, expired ice creams, and rotten milk, among others. As the quick commerce industry scales up its dark stores rapidly, the consumer protection body has shared concerns regarding the impact on food safety and hygiene.

The recent lapses at a Zepto facility in Mumbai and a Blinkit store in Pune have made big FMCG brands re-evaluate their contractual agreement with the industry players.

Surprise visits

Calling regulatory scrutiny a double-edged sword, Siva Balakrishnan, CEO & Founder of Vserve, said adherence to regulations can reinforce brand value for a D2C FMCG firm, but any negligence, direct or indirect, can harm consumer perception.

<a href="https://cms.storyboard18.com/how-it-works/indias-quick-commerce-market-to-clock-rs-2-lakh-crore-in-3-years-careedge-report-73819.html">India’s quick commerce market to clock Rs 2 lakh crore in 3 years: CareEdge report</a>

According to Sweta Rajan, Partner, Economic Laws Practice, several brands are actively working with their distributors to tighten contractual safeguards across the supply chain. This includes pushing for the inclusion of stricter clauses related to brand safety, expiry date compliance, and inventory rotation, as well as ensuring that responsibilities for regulatory compliance are clearly assigned.

"Brands are seeking assurance that their products are not mishandled or sold past shelf life, even when they are not directly in control of the platform relationship," Rajan added.

Madhav Kasturia, Founder & CEO of quick commerce logistics startup Zippee, said that earlier brands asked the players to promote them, but things have changed after the raids. 

"The big companies are doing a surprise recce of dark stores where the SKUs are being stored". He said one of the brands warned them that they would terminate the contract if they found even one near-expiry push on the platform. "Brands have every reason to get strict because when FSSAI flags happen, it’s the brand on the firing line, not us," Kasturia added.

Storyboard18 reached out to Hindustan Unilever, Dabur Ltd, ITC Ltd, Amul, and Marico, but they declined to comment.

Kasturia added, "It doesn’t matter if you delivered in 8 minutes, if it’s stale or expired, that’s the only thing the customer remembers".

Since margins in FMCG products are thin, he said the unhealthy practices at dark stores will cause brands to lose not just customers but also reorders, referrals, and basket value.

However, Business & Brand-strategy specialist Harish Bijoor said more than consumer goods brands, quick commerce companies should be paranoid about date codes, quality, efficient storage facilities, as the new-age customers are aware of the real defaulter.

<a href="https://cms.storyboard18.com/brand-marketing/inside-quick-commerce-brand-wars-smear-tactics-platform-fights-and-founder-feuds-67962.html">Inside quick commerce brand wars: Smear tactics, platform fights and founder feuds</a>

According to Balakrishnan, the increased scrutiny will elevate industry standards, rewarding those who prioritise quality, safety, and customer trust.

'Training gig workforce'

While re-evaluating agreements may provide temporary relief to brands, unless the underlying issues are addressed, similar violations are likely to recur. 

Pratik Vaidya, Managing Director at Karma Management Global Consulting Solutions Pvt Ltd, suggested that quick commerce players should comply with labour law regulations so that the staff at the warehouses do not lose morale and provide better services.

Vaidya highlighted the exploitative nature of dark stores, saying that more than 50 percent lack basic amenities like proper seating, water, or toilets. "Workers normally spend 10-12 hours on their feet with inadequate breaks, some franchise-run dark stores impose extreme speed targets, expecting packers to fulfil most orders within 2 minutes, backed by penalties. This pressure-cooker environment can directly impact product safety as the overworked staff fail to spot expired stock," he added.

<a href="https://cms.storyboard18.com/how-it-works/dark-stores-under-the-scanner-maharashtra-fda-flags-blinkit-warehouse-for-food-safety-violations-69393.html">Dark stores under the scanner: Maharashtra FDA flags Blinkit warehouse for food safety violations</a>

A dark store manager of Swiggy Instamart told Storyboard18 that he follows five steps to check expired, near-expiry, and rotten products. This includes: Use the FIFO (First-In, First-Out) method; audits and quality checks twice a day; use of Power BI to monitor inventory to track the real-time health of the inventory, and training for ASMs (assistant managers) to improve customer experience.

For any lapses, such as picking the wrong item, packing expired or damaged product, or violation of hygiene protocols, he explained the process: "We first start with a written warning to the store worker, followed by additional training. If the mistake is serious, termination is the only viable option left".

'Kirana significance'

As dark stores face increasing criticism for lacking transparency and failing to meet hygiene standards, traditional kirana stores may emerge as the more trustworthy alternative. Somdutta Singh, Serial Entrepreneur, Founder and CEO of Assiduus Global, said that well-run kiranas that maintain visible standards may earn renewed trust of consumers, but he maintained that dark stores will not replace kiranas, instead they will coexist. 

Striking the similar chord, Balakrishnan said consumer preference may shift to trusted local stores, especially for fresh and daily-use items if quick commerce platforms do not rectify current lapses.

On the other hand, Bijoor asserted that kirana stores will continue to remain under deep pressure as their volumes and margins are vanishing because of the aggressive penetration of quick commerce players in tier-2 and 3 cities.

"The real opportunity lies in digitizing kirana networks to match the reliability consumers now expect from structured models," Singh said.

Spoiled milk and rotten promises: Q-comm firms' hygiene lapses threaten FMCG brand ties

In an advertisement battle over the 'Chyawanprash' product, the Delhi High Court has pronounced an order in favour of Dabur India Ltd. The high court has barred Baba Ramdev-led Patanjali from running the disparaging ad campaigns against Dabur.

According to a report by Bar & Bench, Justice Mini Pushkarna passed the interim order on a defamation lawsuit filed by Dabur against Patanjali.

The legal battle between the two FMCG brands started in December 2024, when Patanjali ran an advertisement, questioning the authenticity of other companies' Chyawanprash products.

<a href="https://cms.storyboard18.com/brand-marketing/delhi-hc-orders-patanjali-to-respond-to-daburs-defamation-lawsuit-over-chyawanprash-ads-51684.html">Delhi HC orders Patanjali to respond to Dabur’s defamation lawsuit over chyawanprash ads</a>

The Patanjali ad, featuring Baba Ramdev, mentioned, "Jnko Ayurved aur Vedo ka gyan nahi...Charak, Sushrut, Dhanwantari aur Chyawanrishi ke Parampara mein 'original' chyawanprash kaise bana payenge?" (People do not have knowledge of Ayurveda and Vedas... How will they be able to make the 'original' Chyavanprash in the tradition of Charak, Sushruta, Dhanvantari and Chyavanrishi?).

<a href="https://cms.storyboard18.com/advertising/dabur-sues-patanjali-ayurved-over-disparaging-chyawanprash-ad-51511.html">Dabur takes Patanjali Ayurved to court over ‘disparaging’ Chyawanprash ad</a>

Dabur contended that the ad also called a "40-herb Chyawanprash" an ordinary product.

The company claimed that Patanjali directly targeted its product, which advertises itself using (40-plus herbs). 

Dabur argued that Patanjali’s marketing suggested that its own Chyawanprash is the “original” and “best” version, based on an exclusive Ayurvedic tradition that supposedly outmatches all other products. Patanjali has called Dabur's product inferior, the Ghaziabad-headquartered firm said.

Dabur argued that Patanjali's claims misrepresent the Chyawanprash formulae, dismissing other Ayurvedic texts as inferior and undermining the integrity of competing brands.

Dabur also alleged that the ad tried to manipulate the audience into believing that only Patanjali's products are healthy for consumption. Further, Dabur cited earlier Supreme Court orders in contempt proceedings against Patanjali over disparaging ads, arguing that the company is a habitual offender.

Delhi HC orders Patanjali to remove ad after Dabur complaint over Chyawanprash

Mahindra Holidays & Resorts India Ltd has slashed its sales and marketing expenditure by 26.4% in fiscal 2025 year-on-year, whereas total expenses grew by 5.3% to Rs 1,275.3 crore in the same period. The sales and marketing expenses came down sharply from Rs 212.3 crore in 2023-24 to Rs 156.7 crore in 2024-25, the company mentioned in its FY25 annual report.

According to the hospitality giant, the standalone profit after tax (PAT) grew by 11% in the fiscal year 2025 due to the cut in ad spend and rising prominence for leisure travel, spiritual tourism, destination weddings, and conferences at offbeat locations.

Club Mahindra's standalone profit soared to Rs 200 crore in FY25 compared to Rs 180.6 crore in the year-ago period. The revenue from resorts surged by 8% to Rs 396 crore in fiscal 2025, while total income stood at Rs 2,910 crore. 

<a href="https://www.storyboard18.com/how-it-works/m-employee-salaries-rise-10-72607.htm">M&M CEO Anish Shah's pay package jumps by 95.42% to Rs 47.3 crore in FY25; Employee salaries rise 10%</a>

In FY25, Mahindra Holidays focused on expansion by adding 520 room units at both international and domestic destinations. The Mahindra Group's hotel chain added seven new resorts in Bharatpur –Rajasthan, Pavagadh – Gujarat, Mysuru – Karnataka, Patkote –Uttarakhand, Chumbi – Sikkim, Agra – Uttar Pradesh, and Dindi –Andhra Pradesh, respectively, bringing the total to 125 resorts and 5,847 rooms.

The company aims to open 10,000 units by 2029-30, according to Manoj Bhat, MD & CEO of Mahindra Holidays. In fiscal 2026, Mahindra Holidays is planning to add 600-plus rooms in Ganpatipule (Maharashtra) and Theog (Himachal Pradesh), Puducherry, Jaipur, and Kandaghat, respectively. 

"In 2025-26 alone, over 400 rooms will undergo enhancements," Bhat mentioned in the report.

CP Gurnani, Chairman of Mahindra Holidays, has expressed optimism regarding the rapid growth of the travel and tourism industry, with the sector contributing 9.1% (approx) to India's GDP in 2025.

<a href="https://www.storyboard18.com/brand-marketing/mahindra-suv-sales-hit-record-47306-units-72584.htm">Mahindra & Mahindra sales up 14% in June; SUV sales hit record 47,306 units</a>

"Rising disposable incomes, increasing air passenger traffic, and growing preferences for experiential travel have fuelled the momentum," Gurnani added.

Notably, the Centre allocated Rs 2.5 lakh crore for infrastructure, including tourism-linked projects in the union budget last year. According to HVS ANAROCK Research, India’s hospitality sector closed 2024 with nationwide occupancy levels of 63-65%, average room rates (ARR) between Rs 7,800-8,000 and revenue per available room in the range of Rs 5,000-5,200--an increase of 27-29% over pre-COVID benchmarks.

India ranked 39 among 119 countries on the World Economic Forum’s Travel and Tourism Development Index 2024 from 54th position in 2021.

Mahindra Holidays & Resorts cuts adex by 26.4% to Rs 156.7 crore in FY25

Mahindra Group Chairman Anand Mahindra has cited America's legendary singer Bob Dylan to describe the current geopolitical disorder. In a message to the company's shareholders, Mahindra said the world today is like, "The times, they are a-changing".

He added, "The old social, political, and economic has been rudely shaken, and a new one has not quite emerged".

Citing US President Donald Trump's tariff orders, Mahindra said that the wave of protectionism is challenging decades of liberal trade order.

However, the industrialist expressed confidence that the current geopolitical shift can be turned out as an opportunity for India as a 'supply alternative' due to China's adversarial stance. 

<a href="https://cms.storyboard18.com/brand-marketing/40-of-spends-are-on-digital-media-over-12000-influencers-collaborate-with-our-brands-huls-nitin-paranjpe-72472.html">‘40% of spends are on digital media; Over 12,000 influencers collaborate with our brands’: HUL’s Nitin Paranjpe</a>

Restrictions on China and high tariffs for other competing countries could open new markets for Indian goods, according to Mahindra.

"A long-term goal for Indian business. Innovation and R&D could receive renewed focus, while manufacturing could once again take centre stage," the industrialist added.

In the Mahindra Group annual report, the Chairman said that the horoscope of India and the auto-to-hospitality conglomerate are closely intertwined.

Group Chief Executive Officer (CEO) and MD, Dr Anish Shah likened the journey of the company to a banyan tree.

Shah said, "Our journey, much like the banyan tree, has been one of strong foundations, deliberate growth, and a vision of creating shared value for all".

<a href="https://cms.storyboard18.com/advertising/fmcg-major-itc-cuts-ad-spend-to-rs-1331-crore-in-fy25-72365.html">FMCG major ITC cuts ad spend to Rs 1,331 crore in FY25</a>

In fiscal year 2025, Mahindra Group's revenue surged to Rs 1,59,211 crore while profit after tax (PAT) climbed by 20% to Rs 12,929 crore year-on-year. The company's advertising expenditure increased by 11% to Rs 802.12 crore in FY25. Shah said that the Group's Auto and Farm sectors boosted the company's market share and profitability in FY25.

According to the Group, it ranked no.1 in revenue market share in fiscal 2025, with Thar ROXX bookings surging to 1,76,000 within the first 60 minutes, and XUV 3XO bookings increased to more than 50,000 within the first 60 minutes.

In the farm sector, the Group said that its machinery achieved the highest-ever revenue of Rs 1,024 crore, up 18%. 

Mahindra & Mahindra Ltd's market capitalisation stood at Rs 3,96,511.60 crore at 12:26 pm on Tuesday. The stock has climbed by 10.8% in the past one year. Currently, M&M share price is trading at Rs 3186.50 apiece on the Bombay Stock Exchange.

Anand Mahindra cites Bob Dylan to describe global uncertainty, sees opportunity for India

Hindustan Unilever (HUL) has ramped up its digital media investment to drive "social-first" demand generation. The maker of Dove, Horlicks, and Lifebuoy brands increased its influencer spending by 40% (approx.) in fiscal year 2025.

In a video message, Rohit Jawa, Managing director and CEO of HUL said, "We have significantly ramped up our digital media investments to drive social-first demand generation and amplified our influencer spends by circa 40% to increase impact generated by engagement and digital awareness of our brands".

HUL has over 12,000 influencers with whom the company collaborates with its 50-plus brands across 15 categories. Last year, the company had a roster of 700 influencers--1,614% rise year-on-year. 

<a href="https://www.storyboard18.com/advertising/hul-boosts-digital-media-spending-to-40-of-total-ad-budget-68081.htm">HUL boosts digital media spending to 40% of total ad budget</a>

"We have a roster of 12,000+ influencers with whom we engage on influencer campaigns," the company said. 

According to the company, the in-house tool uses category-specific data to customize media spending across platforms for different brands and consumer cohorts.

"To connect with this group of digital native consumers, we are adopting a social-first approach in our marketing and creating engaging content," HUL mentioned in its annual report.

The company cut its advertising and promotional expenses by 5.5% in FY25 year-on-year. The FMCG major adex stood at Rs 6,028 crore in FY25 compared to Rs 6,380 crore in FY24. 

<a href="https://www.storyboard18.com/brand-makers/hul-chief-rohit-jawas-pay-rises-3-75-to-rs23-23-crore-amid-workforce-decline-67966.htm">HUL chief Rohit Jawa’s pay rises 3.75% to Rs23.23 crore amid workforce decline</a>

HUL has also stepped up its investment in the 'Channel of the future' as consumer prefers shopping from quick commerce platforms. According to Jawa, HUL doubled its assortment to meet the diverse needs on these platforms.

Additionally, HUL is also accelerating the future-proofing of its portfolio as fiscal 2025 witnessed subdued demand trends. 

<a href="https://www.storyboard18.com/brand-marketing/hul-steps-up-digital-advertising-media-spends-to-drive-growth-for-key-brands-63999.htm">HUL steps up digital advertising, media spends to drive growth for key brands</a>

The FMCG brand launched its ASPIRE strategy last year that pushes for building for the future amid the opportunities. 

"We look forward to unlocking access to brands that are the sweet spots of the premiumisation," according to HUL.

HUL's annual turnover surged to Rs 60,680 crore in FY25, with profit after tax surging to Rs 10,644 crore--up 5% year-on-year.

HUL hikes influencer spends by 40%, ropes in 12,000 creators in FY25

Swedish fashion retailer Hennes & Mauritz, popularly known as 'H&M', reported a 3% rise in sales at $5.99 billion in the second quarter (1 March 2025 – 31 May 2025). The gross profit of the marquee apparel brand surged to $3.32 billion in the same period. In contrast, the operating profit declined to $7.098 billion. 

Notably, H&M has reported slightly a stronger second quarter compared to rival Spanish brand Zara. Inditex, owner of Zara, reported a 12% decline in revenue growth to 6% in Q2 (April-June 2025).

H&M has eyed a 3% rise in sales in June 2025 compared with the same month the previous year. The sales increase of 3 percent is impacted by a negative calendar effect of around one percentage point, the fashion retailer said.

<a href="https://stgwww.storyboard18.com/brand-makers/hm-india-appoints-helena-kuylenstierna-as-director-for-hm-india-45510.htm">H&M India appoints Helena Kuylenstierna as Director for H&M India</a>

“Our plan, with its focus on the product offering, the shopping experience, and the brand, is again confirmed by the progress we see. The positive development in important areas such as online, H&M womenswear, and H&M Move, as well as continued focus on good cost control, will contribute to a profitable sales development,” says Daniel Ervér, CEO.

<a href="https://www.storyboard18.com/advertising/france-plans-to-ban-ads-for-chinese-fast-fashion-giants-shein-temu-70212.htm">France plans to ban ads for Chinese fast fashion giants Shein, Temu</a>

Amid the global macroeconomic uncertainty and cautious consumer sentiments, Ervér said that the clothing brand is focusing on offerings in both online and offline verticals. While, the brand has reduced its physical stores, it is vigorously expanding in Latin America. H&M is opening its first stores and online in Brazil in the second half of 2025. H&M is also opening its first store in El Salvador and in Venezuela in 2025. Paraguay will become a new H&M market, with the first store opening in 2026. 

In 2025, H&M oplans to open around 80 new stores, primarily in growth markets. However, 200 stores are scheduled for closure this year in the established market.

"With a clear plan, a strong financial position, good cost control, and committed employees, we see good opportunities for long-term, sustainable and profitable growth," H&M CEO added.

H&M posts 3% rise in sales to $5.99 billion in March-May Q2 2025

Beauty and fashion e-retailer Nykaa, which made its debut in quick commerce service in October 2024, has now expanded it to seven cities. 

According to the regulatory filing, Nykaa's fast delivery venture, 'Nykaa Now' has more than 40 rapid store counts in seven metro cities. Nykaa's parent firm FSN E-Commerce has promised order fulfilment between 30-120 minutes. 

In the recently held Quarter 4 earning call, Nykaa founder Falguni Nayar said the company's focus is on 2-hour delivery at present.

"We are also building it in a way with a promise of within 2-hour delivery with most likely delivery timelines of 60 minutes, which is a better way to build a beauty quick commerce business," Nayar said.

<a href="https://www.storyboard18.com/advertising/nykaa-reports-193-rise-in-profit-to-rs-20-crore-in-q4fy25-68125.htm">Nykaa’s adex climbs up by 31% to Rs 244 crore in Q4FY25</a>

Simultaneously, Nykaa is also bolstering its offline presence, with the opening of 237 stores in 79 cities to date. 

The beauty retailer has clocked significant sales, driven by premium brands. According to the company, it witnessed a 9-fold jump in premium customer annual consumption in fiscal year 2025. The average annual spending stood at $395 (Rs 34,120 approx) by the top 10% of customers, Nykaa mentioned in its latest investor report.


Nykaa's beauty vertical grew by 30%, about Rs 11,780 crore GMV in FY25. In contrast, the fashion growth came out at 12% on a year-on-year basis at Rs 3,800 crore of GMV.

	
<a href="http://Nykaa bets big on body care, fragrances; Offline sales gain momentum">Nykaa bets big on body care, fragrances; Offline sales gain momentum</a>


House of Nykaa, the brands owned by the company, clocked Rs 1,700 crore GMV in the beauty segment--a six-fold rise YoY in FY25. Nykaa-owned fashion brands registered Rs 430 crore GMV in the same period, driven by a surge in homegrown D2C brands, occasion-led demand, and spending on brands outpacing unbranded products.

GenZ is driving major growth for the lifestyle category, according to Nykaa. In FY25, GenZ's spending stood at $0.9 trillion, which is estimated to jump to $1.4 trillion by 2030.

According to Redseer's report, the Beauty & Personal Care and Fashion segments account for a quarter of discretionary spending in India FY25. However, the lifestyle categories are projected to drive the e-commerce industry's growth from $23 billion in FY25 to $70-75 billion in FY30.

Nykaa's quick commerce venture expands to 7 cities, promises order delivery in 30-120 min

Brands across sectors are making a beeline to temples as spiritual tourism gains momentum in the country. With Odisha's Jagannath Rath Yatra around the corner and the ongoing Pandharpur Yatra in Maharashtra, brands have begun tapping into the emotional and cultural resonance of the large-scale events to build visibility and trust.

According to Rajesh Radhakrishnan, Co-Founder & Chief Marketing Officer at Vritti Mindwave Media, a rural marketing & activations company, FMCG, BFSI, healthcare, automobile, steel, and cement companies have bolstered their presence at spiritual events like Maha Kumbh, Jagannath Rath Yatra, Char Dham, and Pandharpur Wari this year.

Radhakrishnan said, "These pilgrimages offer unmatched footfall, cultural context, and consumer engagement opportunities that traditional advertising platforms often fail to provide".

Soft drink giant Coca-Cola India is one of the many brands, that is tapping into the spiritual fervor of Jagannath Rath Yatra. According to Vinay Nair, Vice President of Franchise Operations, at Coca-Cola India and Southwest Asia, "We are enabling access at every touchpoint through cooler walls, hydration carts, and mobile units at the Rath Yatra".

<a href="https://www.storyboard18.com/brand-marketing/brands-ride-jagannath-yatra-wave-in-expanding-spiritual-tourism-market-fmcg-bfsi-agri-healthcare-brands-take-the-lead-70735.htm">Brands ride Jagannath Yatra wave in expanding spiritual tourism market; FMCG, BFSI, agri, healthcare brands take the lead</a>

The Atlanta, Geogria-based company served 180 million servings during the course of the Mahakumbh, the company said in its Quarter 1 earnings 2025. 

'Advertising cost at religious spots'

Advertising spending in the spiritual tourism space varies widely depending on the scale of the event and the brand’s engagement model. 

Typically, a Fast Moving Consumer Goods (FMCG) firm or a Banking, Financial Services, and Insurance (BFSI) company allocate between Rs 25-Rs 50 lakh per event on advertising and promotions, Vritti Media told Storyboard18.

However, the brands may expand their budget for larger pilgrimages like Jagannath Yatra and Maha Kumbh.

On the other hand, auto and healthcare players are likely to splurge an average capital of Rs 15-Rs 30 lakh, and regional brands may shell out between Rs 5-Rs 10 lakh.

For Jagannath Rath Yatra, which is set to begin on June 27 in Puri, marketing spends have surged to an estimated Rs 20-Rs 30 crore from Rs 3-4 crore last year, Shruti Chaturvedi, Founder of branding and marketing agency Chaaipani said.

"While the specific ad spends by sector are not publicly disclosed, current brand activations range between Rs 15 lakh to Rs 2.5 crore for a 10-day presence, depending on the involvement level," Chaturvedi added.

	
<a href="https://www.storyboard18.com/brand-marketing/coca-colas-says-marketing-strategy-fuels-double-digit-growth-in-india-in-q1-2025-63762.htm">Coca-Cola says marketing strategy, Maha Kumbh fuel double-digit growth in India in Q1 2025</a>

Notably, traditional advertising, such as hoardings and signages, has taken a backseat to the Puri's Rath Yatra. Brands are optimizing service-led interventions, instead. 

"Swiggy, Campa, ACC Cement, Ultratech Cement, Fortune, Cipla, Delhivery, Coca-Cola, Bisleri, and Reliance Foundation are supporting various pilgrim-first civic infrastructure including water kiosks, changing rooms, fans, and crowd assistance zones," according to Chaturvedi.

FMCG major AWL Agri-Business Ltd has opted for a wide array of marketing mediums to engage with consumers. For instance, the company has designed changing stations near the beach, launched a fleet of Fortune-branded e-rickshaws, and product sampling counters, and installed LED displays by the beach along with backlit Fortune product units. 

Sarabjit Singh Puri, Chairman of rural marketing firm, Fateh Rural Ltd said that the estimated kiosks & product display booth ranges between Rs 1.5-Rs 5 lakh for the Jagannath Rath yatra. The estimated cost of hoardings is Rs 2 lakh to Rs 7 lakh, mobile LED vans are Rs 5-Rs 12 lakh, beach or temple wrap branding Rs 5-Rs 10 lakh, rickshaw branding is Rs 50,000-Rs 2 lakh, and sponsorship and cultural nights are between RS 10-Rs 25 lakh, respectively.

<a href="https://www.storyboard18.com/brand-marketing/hul-itc-dabur-among-fmcg-giants-betting-big-on-maha-kumbh-advertising-56736.htm">HUL, ITC, Dabur among FMCG giants betting big on Maha Kumbh advertising</a>

For the Pandharpur Yatra in Maharashtra, Radhakrishnan expected that marketing kiosks may range between Rs 50,000 and 1.5 lakh, bus stand audio Out-of-Home (OOH) advertising may cost between Rs 25,000-Rs 75,000, and promotions via LED vans between Rs 3 lakh for a 10-day campaign, respectively.

'The high returns'

Spiritual tourism has become a crucial opportunity for brands who are seeking both reach and recall. According to Radhakrishnan, brands have reported 3 to 7-fold returns on ad spending, especially when campaigns are rooted in local culture and involve consumer engagement.

According to Mukesh Mishra- Joint President, Sales & Marketing – AWL Agri Business, they achieved strong returns in both brand sales and consumer goodwill during the engagements for 'Ayodhya Ram Mandir Consecration' and ‘Mahakumbh 2025’.

However, sometimes the promotional activities at such spiritual and cultural events are not purely transactional, the ROAS (return-on ad-spend) is also measured through 'trust & recall, penetration, photo or video virality, emotional goodwill, offline sampling & trials', the Chaaipani founder said.

<a href="https://www.storyboard18.com/how-it-works/maha-kumbh-2025-travel-platforms-up-ad-spends-by-40-as-bookings-skyrocket-54486.htm">Maha Kumbh 2025: Travel platforms up ad spends by 40% as bookings skyrocket</a>

Mishra acknowledged that AWL's initiatives helped in building a lasting bond by placing Fortune at the heart of moments that truly matter. "We believe that when a brand’s presence is rooted in genuine purpose, the value created goes far beyond any simple number or conventional marketing metrics," Mishra added.

Chaturvedi has projected that Jagannath Puri Rath Yatra is likely to generate over Rs 50 crore in brand value, with the model poised to cross Rs 200 crore in the coming years, as brands shift from conventional advertising to service-led public participation.

Divine marketing: Brands flock to temples as spiritual tourism booms

Japanese apparel brand Uniqlo is set to open its first physical store in Bengaluru. With this, the subsidiary of Fast Retailing Co will expand its store presence to 16 in India.

According to the casual wear company, it will open its 16th store on 29 August at Orion Mall, Brigade Gateway.

Uniqlo entered the Indian market in October 2019, with the highest number of stores in Delhi-NCR, Lucknow, and Chandigarh. It opened its first store in Mumbai in 2023. 

"Bengaluru marks the next significant milestone in our India expansion. Over the past few years, we've seen strong demand and brand affinity from Bengaluru through our e-commerce platform, and we look forward to welcoming customers in person to experience Uniqlo LifeWear," Uniqlo said in a media statement.

<a href="https://www.storyboard18.com/brand-makers/uniqlos-parent-registers-33-rise-in-profit-to-1000-million-in-q2-2025-62023.htm">Uniqlo's parent registers 33% rise in profit to $1000 million in Q2 2025</a>

In a 2024 interview with PTI news agency, Uniqlo India's Chief Operating Officer Kenji Inoue said that the fashion brand has planned to touch the Rs 1,000 crore sales mark in the 2025 fiscal year.

Additionally, it is also planning to elevate its local sourcing to 18% by 2025 from 15.5% last year.

<a href="https://cms.storyboard18.com/advertising/japans-ftc-slaps-dentsu-and-five-firms-with-3-3%e2%80%afbn-yen-penalty-over-tokyo-olympics-bid-rigging-71757.html">Japan’s FTC slaps Dentsu and five firms with 3.3 bn yen penalty over Tokyo Olympics bid-rigging</a>

Inoue said he sees a huge potential in the Indian market.

"We at Fast Retailing just achieved 3 trillion yen sales and we are now targeting 10 trillion yen, which is three times, and definitely, this market would be one of the very important markets to (achieve) that," he told PTI news agency.

Uniqlo India reported a 31% rise in revenue to Rs 814.84 crore and a 25% increase in total profit to Rs 85.17 crore in fiscal year 2024.

Japanese apparel brand Uniqlo set to debut in South India, to open 1st store in Bengaluru in August

Air India's Chief Executive Officer Campbell Wilson witnessed a 46% hike in his paycheck a fortnight before the airline's worst crash in Ahmedabad on 12 June 2025. The Tata-owned company increased the salary of Wilson from Rs 18.98 crore in fiscal year 2024 to Rs 27.75 crore in FY 2025.

Wilson's salary package includes a fixed salary of Rs 11.1 crore, performance-linked bonuses of Rs 8.32 crore, and long-term stock incentives of Rs 8.32 crore with effect from April 1, 2025.

According to the Livemint report, Wilson's pay package is among the highest for top airline executives in the country.

<a href="https://www.storyboard18.com/brand-marketing/rebuilding-trust-air-indias-dual-challenge-of-safety-and-reliability-71332.htm">Rebuilding Trust: Air India's dual challenge of safety and reliability</a>

Budget airline IndiGo, owned by InterGlobe paid salary to CEO Pieter Elbers Rs 21.61 crore in 2024. 

On the other hand, Akasa Air's founder and CEO Vinay Dube's remuneration was Rs 8.75 crore in 2024 while SpiceJet's chairman and managing director, Ajay Singh, salary package was Rs 5.4 crore in the same period.

Meanwhile, the aviation safety watchdog, Directorate General of Civil Aviation (DGCA) has increased scrutiny of Air India's aircraft, crew training duty hours, etc following the tragic crash, which killed 241 people on board and over 30 on the ground.

<a href="https://www.storyboard18.com/special-coverage/air-indias-tragic-setback-tata-led-airline-brand-under-safety-and-service-scanner-70228.htm">Air India’s Tragic Setback: Tata-led airline brand under scanner</a>

The Tata-owned airline has also reduced its operation temporarily with 118 weekly flights on 19 routes in order to focus on maintenance and safety compliance during this period.

Tata Sons spend Rs 18,000 crore to buy government-owned Air India, via its fully owned subsidiary, Talace Private Limited (“Talace)” in 2022. Later, it merged Vistara airline at a 51:49 joint venture between the salt-to-steel conglomerate and Singapore Airlines with Air India.

<a href="https://www.storyboard18.com/special-coverage/tata-group-pledges-rs1-crore-to-families-of-air-india-crash-victims-in-ahmedabad-70094.htm">Tata Group pledges Rs1 Crore to families of Air India crash victims in Ahmedabad</a>

The Tata Group has made several efforts to rebrand Air India after taking control of the airline. The Group signed an agreement in 2023, acquiring 470 aircraft from Airbus and Boeing. Air India's orders include 34 A350-1000, six A350-900, 20 Boeing 787 Dreamliners and 10 Boeing 777X widebody aircraft, 140 Airbus A320neo, 70 Airbus A321neo and 190 Beoing 737MAX narrowbody aircraft.

Air India CEO's pay rises to Rs 27.75 crore days before tragic crash in Ahmedabad

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