Category: Business

Mumbai, April 17: Parle Products, has unveiled its latest campaign for Parle Magix, titled ‘Masti Ka Fix’. Designed to celebrate imagination and a light-hearted spirit, the campaign brings alive the playful essence of the brand, turning everyday moments into fun, memorable experiences.

The film showcases a young boy and his friend as they embark on a fun-filled journey powered by the “magic” of Parle Magix. What begins as a simple question whether Magix truly has magic quickly unfolds into a series of imaginative, larger-than-life moments. From parting crowds on a busy street to playfully disrupting a gym scene and even fast-forwarding school time, the narrative captures the sense of wonder, exaggeration, and everyday mischief that resonates universally.

Rooted in fun, spontaneity, and exaggeration, the campaign highlights how Parle Magix transforms everyday moments into exciting experiences. It reinforces the brand’s positioning as a playful, tasty treat that adds a dash of “masti” to daily routines whether at work, during breaks, or while sharing moments with friends and family.

With this campaign, Parle Magix aims to deepen its emotional connect with a wider audience while strengthening its position as a go-to cream biscuit for fun and indulgence. Its unique flavours and affordable pricing further enhance its appeal as an accessible treat for everyday enjoyment.

Commenting on the campaign, Mayank Shah, Chief Marketing Officer, Parle Products, said,

“Parle Magix has always stood for adding joy to everyday moments. With ‘Masti Ka Fix’, we have built on a simple insight, people naturally bring imagination and fun into the ordinary. This theme allowed us to create a campaign that is both relatable and memorable, using storytelling to drive stronger brand recall and engagement. Through this, we aim to deepen our connect with consumers and reinforce Magix as a playful, affordable treat that fits seamlessly into everyday snacking moments.”

Adding to this, Carlos Pereira, CCO & Founder, Carlos Creatives, said,

“The idea was to bring alive the exaggerated imagination that people experience every day. We wanted to create a world where a simple biscuit could unlock moments of magic and mischief. ‘Masti Ka Fix’ captures this beautifully, blending relatability with playful storytelling that resonates widely.”

Launched in 2010, Parle Magix is a cream biscuit range known for combining crunchy biscuits with smooth, flavourful cream. With popular variants such as Chocolate, Orange, Elaichi, Strawberry, and unique dual flavours like Mango-Pineapple and Mango-Coconut, Magix has steadily built a strong presence, becoming a favourite for everyday snacking.

As part of a comprehensive 360-degree rollout, the campaign will be launched across television and digital platforms to maximise reach and engagement among a wide consumer base.

Campaign Credits:

• Client: Parle Products Private Limited
• Brand: Parle Magix
• CMO: Mayank Shah
• Product Manager: Nivesh Gupta
• Deputy Brand Manager: Suraj Kaul
• Creative Agency: Carlos Creatives
• Production House: Bubble Wrap Films
• Director: Arjun Chakradhar

 

Apr 17 (BNP): Bank lending in India picked up strong momentum in FY26, with credit expanding by 16.08% year-on-year, marking its fastest growth since FY24, when growth had crossed 20%, according to Reserve Bank of India (RBI) data.

Deposits also showed healthy traction, rising 13.47% YoY—its strongest pace in the same period. Total bank credit stood at ₹213.61 trillion, while deposits reached ₹262.30 trillion.

In the fortnight ended March 31, credit rose sharply by 2.8% (₹5.92 trillion), compared with a marginal 0.1% increase in the previous fortnight. Deposits grew even faster during the same period, up 4.87% (₹12.18 trillion). However, analysts noted that year-end figures may appear elevated due to changes in RBI reporting dates.

Market experts said credit growth has improved in recent months, led by strong demand from corporates, MSMEs, and retail borrowers, particularly in segments like gold loans. Lower lending rates have also encouraged companies to shift back to bank borrowing, as bond market yields remained relatively high.

According to industry experts, external funding avenues such as overseas borrowing have become costlier due to elevated global yields and currency volatility, further boosting reliance on domestic bank credit.

Data shows major lenders including State Bank of India, HDFC Bank, ICICI Bank, Axis Bank, and Kotak Mahindra Bank have reported strong growth across corporate and MSME loan segments.

Analysts also pointed out that bond market activity has remained subdued due to higher yields, while tighter global financial conditions have constrained external commercial borrowing. This has further strengthened banks’ role as key lenders in the system.

However, experts cautioned that sustaining this pace of credit growth will require stronger deposit mobilisation, as rising credit demand is already creating pressure on liquidity and balance sheets. Banks have increasingly relied on certificate of deposits (CDs) to bridge funding gaps, with issuances rising sharply during FY26.

Overall, while credit momentum remains strong, analysts expect banks to focus on deposit growth and funding stability to support sustained lending expansion going forward.

New Delhi, Apr 17 (BNP): India is steadily strengthening its position in the global clean energy transition through a combination of policy support, technological development, and industry participation, Union Minister Jitendra Singh said on Thursday.

Addressing the World Hydrogen Energy Summit alongside the World Petrocoal Congress in New Delhi, he said India is pursuing a balanced energy strategy that integrates sustainability with energy security, while advancing across multiple sectors including green hydrogen, nuclear energy, and renewables.

The Minister highlighted that India is actively developing indigenous capabilities in key technologies such as electrolyzers and is encouraging greater public-private collaboration to accelerate innovation and scale-up clean energy solutions.

He noted that under the National Green Hydrogen Mission, the country is targeting large-scale adoption of alternative fuels to decarbonise industries such as steel and cement, while also working to reduce production costs through domestic manufacturing.

On nuclear energy, he said India is aiming for 100 GW of capacity by 2047 under its Nuclear Energy Mission, along with development of small modular reactors, including indigenous projects currently in progress.

Dr. Singh also pointed to planned investments in the oil and gas sector and efforts to expand exploration areas, while increasing the share of natural gas in the energy mix as part of a broader transition strategy.

He added that emerging sectors such as electric mobility, battery recycling, and renewable manufacturing are creating new green job opportunities and supporting India’s shift toward a low-carbon economy.

Overall, the Minister said India’s demographic strength, innovation ecosystem, and policy direction position it as a key player in global decarbonisation efforts while ensuring long-term energy security.

New Delhi, Apr 17 (BNP): India’s share of the global economy is projected to grow steadily over the long term, reaching around 7% by 2050, according to a report by McKinsey & Company.

The report attributes this expected rise to a combination of factors, including strong domestic demand, ongoing structural changes in the economy, and the expanding role of private capital and alternative investment markets. These developments, it notes, are helping unlock new sources of funding for businesses and supporting broader economic expansion.

It also highlights India’s demographic advantage, rapid urbanisation, and accelerating digital adoption as key drivers that could strengthen growth momentum in the coming decades.

At the same time, McKinsey cautions that maintaining this trajectory will depend on sustained reforms, productivity improvements, and deeper integration with global trade and investment flows.

Overall, the findings underline India’s growing weight in the global economy, with the country expected to play a more prominent role in shaping global growth trends by mid-century.

New Delhi, Apr 17 (BNP): India continues to broaden its global economic engagement, with Commerce and Industry Minister Piyush Goyal holding discussions with senior leadership from South Korea and Austria aimed at strengthening trade, investment, and business cooperation.

The discussions focused on expanding bilateral economic ties, improving market access, and identifying new areas of collaboration across sectors such as manufacturing, technology, innovation, and sustainable development.

According to officials, the engagements are part of India’s ongoing effort to diversify its trade partnerships and attract long-term foreign investment, particularly as global supply chains continue to shift. Both sides also explored ways to boost business-to-business linkages and encourage greater private sector participation.

India is actively positioning itself as a reliable and competitive investment destination while seeking deeper integration with major economies in Asia and Europe. The latest diplomatic outreach reflects New Delhi’s intent to build more balanced and resilient global economic relationships.

Noida, April 17: Cravicious Foods Pvt. Ltd. leading brand in frozen foods, has announced the launch of its new manufacturing facility with a production capacity of 125 metric tonnes, marking a significant step in the company’s expansion plans and its focus on strengthening supply capabilities. The brand intends to widen its footprint in HoReCa with this expansion of capacity. 

The new facility is aimed at supporting the brand’s growing demand across both B2C and B2B segments, while enabling it to expand its product portfolio and cater to a wider market. With increasing consumer preference for convenient, ready-to-cook and ready-to-eat food options, the company is looking to scale its operations while maintaining its quality-first approach. The first facility of the brand easily held a capacity of 300mt per month.

Headquartered in Greater Noida, Cravicious Foods operates at the intersection of food science, process innovation, and supply chain efficiency. The company serves both vegetarian and non-vegetarian segments through its consumer brands Meaty Story and Veggie Story, alongside its institutional offerings under the Cravicious Foods brand.

The new facility is equipped with advanced freezing technology and designed to meet stringent hygiene and quality standards, supported by over 50 quality checks across sourcing, processing, packaging, and dispatch. This expansion is expected to further strengthen the company’s ability to deliver consistent, safe, and high-quality frozen food products across channels including quick commerce, D2C, and HORECA.

Commenting on the development, a company spokesperson Mr.Ekansh Garg Co-founder & CEO of Cravicious Foods said, 

“We are actively working on expanding our range to keep pace with how consumers are eating today while staying true to our clean label and quality benchmarks. The pipeline includes new formats across both non-vegetarian and vegetarian categories, with a strong focus on products that work for everyday snacking as well as complete meal solutions for home and foodservice use. A lot of this development is happening alongside the commissioning of our next manufacturing unit, which is scheduled to go live shortly and will immediately strengthen our production and quality capabilities with a 15 to 20 per cent increase in manpower. All potential launches go through rigorous trials at our facility to test freeze stability, texture and cooking performance in real-world conditions. While specific products are still under wraps, the intent is to introduce offerings that add depth to our portfolio and serve both B2C and B2B demand more effectively.”

With this expansion, Cravicious Foods continues to build a process-led, scalable manufacturing ecosystem, positioning itself to meet evolving consumer needs while strengthening its presence in India’s growing frozen food market.

Mumbai, Apr 17 (BNP): With Akshaya Tritiya around the corner, gold buying activity is picking up across the country, and this year, much of the action is happening online.

Fintech platforms, financial service providers, and jewellery brands are rolling out festive offers and campaigns to tap into the seasonal demand. The growing buzz reflects not just the cultural significance of the festival, but also a clear shift in how consumers prefer to buy gold.

Data from the World Gold Council shows that India’s digital gold market expanded sharply in 2025, growing 69% year-on-year to 13.5 tonnes. The numbers underline how quickly digital gold is becoming a mainstream choice, especially among younger buyers looking for convenience and flexibility.

Sensing this trend, companies are sweetening the deal with incentives. Amazon Pay, for instance, is offering cashback on digital gold purchases—2% for Prime members and 1% for others—making small-ticket investments more attractive.

At the same time, platforms like PhonePe are promoting 24K digital gold options, allowing users to buy, sell, and store gold with just a few taps on their phones.

While buying gold on Akshaya Tritiya remains a long-standing tradition symbolising prosperity and good fortune, the way people participate in it is clearly evolving. Digital gold is steadily bridging the gap between tradition and technology, giving consumers a modern, hassle-free way to mark the occasion.

Mumbai, Apr 17 (BNP): The Indian rupee moved higher in early trading on Friday, gaining 28 paise to reach 92.86 against the US dollar, supported by a more positive global outlook and firm domestic equities.

The currency opened the session at 92.93 in the interbank foreign exchange market and extended its gains shortly after, reflecting renewed investor confidence.

Traders pointed to easing geopolitical tensions as a key factor lifting sentiment. Hopes that recent developments in the Middle East could lead to broader stability have encouraged investors to return to emerging markets, including India.

Another supportive factor for the rupee has been fresh buying in Indian equities by foreign institutional investors. These inflows tend to boost demand for the local currency, contributing to its upward movement.

However, gains in the rupee were somewhat limited by the continued strength of the US dollar in global markets. A firm dollar often weighs on emerging market currencies, keeping traders cautious despite positive domestic cues.

Overall, the rupee’s early performance reflects a balance between improving risk appetite and external pressures, with investors closely watching global developments and capital flows for further direction.

Mumbai, Apr 17 (BNP): Indian benchmark indices began Friday’s session on a positive note, buoyed by improving global sentiment and renewed foreign investment.

 The BSE Sensex rose by 177.52 points to reach 78,166.20 in early trading, while the NSE Nifty gained 37.4 points, climbing to 24,234.15.

Market sentiment was lifted by signs of easing geopolitical tensions. A temporary ceasefire between Israel and Lebanon has sparked hopes of broader stability in the region. Analysts believe this development could also revive the possibility of fresh negotiations between the United States and Iran.

In addition, steady inflows from foreign investors added further support to the upward momentum in equities.