Avirata Defence Systems (ADS) and AFL are pleased to announce the official launch of their joint venture in India, A2CS (AVIRATA AFL Connectivity Systems Limited), marking a significant milestone in their long-standing partnership. This strategic collaboration combines ADS’s deep execution capabilities and localization expertise with AFL’s global leadership in fiber optic connectivity and structured cabling technologies to address the fast-evolving needs of the data centre industry.

AVIRATA AFL Connectivity Systems Limited JV signing

Headquartered in Bangalore, the joint venture is focused on delivering high-performance, scalable, and sustainable connectivity infrastructure for hyperscalers, enterprise customers, and colocation providers. With an integrated manufacturing facility, engineering expertise, and a customer-centric delivery model, the JV is well-positioned to serve not only the Indian market but also support global customers and opportunities.

“This partnership is a natural extension of the trust and synergies built over the years,” said Tony Dunstan, President Australia & New Zealand, AFL. “India is a strategic market, and with this JV, we are well-positioned to address the surging demand for future-ready data centre infrastructure. We are confident that JV will provide excellent value proposition not only in India but also can be leveraged for global requirements.”

“The launch of this JV represents a bold step forward in our growth journey,” said H.G.Chandrashekar, Chairman & Managing Director, ADS. “Together with AFL, we are not only expanding capacity – we are building a platform that integrates world-class technology with deep localization. ADS brings the ability to execute at scale, leveraging our experience in local manufacturing, supply chain agility, and regulatory alignment. This collaboration uniquely positions us to serve the growing needs of the Indian market and create meaningful impact for global customers and opportunities.”

The launch event, held at the A2CS’ state-of-the-art facility in Bangalore, was attended by senior leadership from both companies, along with key customers, partners, and industry stakeholders.

About Avirata Defence Systems (ADS)
Avirata Defence Systems (ADS), a SASMOS company, is a leading provider of advanced engineering and manufacturing solutions for mission-critical systems across aerospace, defence, and industrial sectors. With a strong focus on innovation, localization, and global quality standards, ADS is committed to enabling world-class manufacturing capabilities from India to the world.

About AFL
AFL, a subsidiary of Fujikura Ltd. of Japan, is an international leader in providing end-to-end solutions in fiber optic products, engineering, and services for communications networks. Headquartered in Duncan, South Carolina (USA), AFL’s solutions span across data centres, enterprise networks, electric utilities, OEMs, and more – delivering innovation that connects and empowers.

In a landscape overrun with visual noise and fleeting attention, Sting Energy is flipping the script – using sound as a shortcut to belonging, buzz, and F1 fandom. With the latest chapter of its Sound of Sting campaign, PepsiCo India’s high-voltage brand is amplifying a bold cultural frequency – not just creating a campaign, but igniting a movement.

Sting launches a contest – spot the sound of ‘stinggg’ and comment for a chance to win Grand Prix tickets

Timing That Hits the Apex

Launched at a moment when Formula 1 is dominating national conversation – fuelled by the growing pop-culture buzz around racing – Stings campaign lands at cultural peak velocity. With fan anticipation building ahead of every key moment, Sting is strategically tapping into the surge – embedding itself in moments that matter most. The brand isn’t just catching attention – it’s riding the wave of a cultural crescendo.

Link to view the video: www.instagram.com/reel/DLcrmLGzqlL/igsh=MTBha3BoamRuY3Ixeg==

Sonic-first. Fan-focused. Culture-fuelled.

With its landmark partnership with Formula 1, Sting is dialling up fan engagement through immersive, audio-first storytelling and community-driven activation. The Sound of Sting is not just a catchy motif – it’s a sonic identity built from the roar of a real F1 engine. A sharp, high-frequency signal that now functions as both an ad trigger and a cultural cue.

“This isn’t just another campaign with a soundtrack,” said Vandita Pandey, Vice President, Marketing, International Beverages – Hydration and Energy, PepsiCo. “Sound is identity. It’s how today’s youth connect, react, and belong. By transforming the emotional jolt of an F1 engine into a signature Sting cue, we’re not just marketing – we’re engineering experience.”

Spot the Sound, Win the Ride

In one of the campaign’s most thrilling fan activations to date, Sting is offering fans a chance to turn up the volume – literally. The promo is simple: hear the “stinggg” sound anywhere, tag the brand sharing where you heard the Sound of Sting, and stand a chance to win tickets* to a Formula 1 Grand Prix. (*T&Cs apply.)

What makes it disruptive is this: Sting isn’t just broadcasting sound, it’s getting fans to seek it out. The brand has seeded the sound across unexpected touchpoints – reels, influencer content, online and in-theatre advertising – and invited fans to go from passive listeners to sonic explorers.

Brilliant by Design: Discovery as the New Distribution

This leg takes the story further – from controlled brand placements to fan-driven discovery. The campaign thrives because users carry it forward, seeking it, reacting to it, and expanding its reach.

Today, culture demands participation. Sting’s new playbook reflects this shift – moving beyond simply placing a logo on a moment to creating moments that live within culture. The brand is crafting experiences that are unexpected, interactive, and designed to travel across audiences. By tapping into youth instincts like curiosity, sharing, and play, the campaign plugs into moments that matter. Sound becomes a Trojan horse, enabling Sting to enter conversations organically rather than interrupt them. This isn’t just about partnering with F1 – it’s about amplifying a cultural pulse that fans are eager to follow.

The campaign is also being amplified through a partnership with BookMyShow, reinforcing Sting’s presence at the intersection of entertainment and energy.

Hijacking Attention: From Sonic Drops to Social Sparks

From influencer activations to Easter-egg audio placements, The Sound of Sting is showing up in unexpected places – a creative entry into Indias soundscape. Whether it’s a creator remixing the Sting into content or fans stumbling onto it mid-scroll, the campaign is thriving on discovery.

What makes it brilliant marketing is that the audience doesn’t just consume the content – they chase it, remix it, and build on it. That’s how The Sound of Sting is transforming from a brand asset to a shared cultural signal.

Already, reactions have poured in: creators like Nayandeep Rakshit,Arjun Madan and Shiv Khandelvwal and more, urging followers to “listen up,” fan edits turning the sound into memes, and Sting content lighting up reels with F1 flair.

The sound is no longer just heard – it’s shared.

About PepsiCo

PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated nearly $92 billion in net revenue in 2024, driven by a complementary beverage and convenient foods portfolio that includes Lay’s, Doritos, Cheetos, Gatorade, Pepsi-Cola, Mountain Dew, Quaker, and SodaStream. PepsiCo’s product portfolio includes a wide range of enjoyable foods and beverages, including many iconic brands that generate more than $1 billion each in estimated annual retail sales.

Guiding PepsiCo is our vision to Be the Global Leader in Beverages and Convenient Foods by Winning with pep+ (PepsiCo Positive). pep+ is our strategic end-to-end transformation that puts sustainability and human capital at the center of how we will create value and growth by operating within planetary boundaries and inspiring positive change for planet and people. For more information, visit www.pepsico.com, and follow on X (Twitter), Instagram, Facebook, and LinkedIn @PepsiCo.

Upekkha, the India-US accelerator that has backed over 100 SaaS and AI startups, has announced VIBE 2025 (Vertical Intelligence & BEyond), the world’s first summit dedicated exclusively to vertical AI. Scheduled for 10-11 July 2025 at The Leela Palace, Bengaluru, and co-hosted with SaaSBoomi, this two-day flagship event will showcase how AI can move from concept to real-world deployment within just 48 hours.

VIBE 2025 in Bengaluru will unite 200+ AI startups and 100+ CXOs to deliver live 48-hour AI pilots, driving real-world impact across manufacturing, healthcare, energy, and more

“Walk in with a problem statement, walk out with a working AI pilot in 48 hours.” This bold promise underpins VIBE 2025’s mission – to convert AI ambition into actionable outcomes.

“AI hype is cheap. Outcomes are priceless. At VIBE, a banker, a healthcare firm, or a manufacturer can frame a real problem on Day 1 and see a functional AI first pilot in forty eight hours,” said Prasanna Krishnamoorthy, Convener, VIBE & Partner, Upekkha.

VIBE 2025 features VIBE Pilots, the worlds first AI pilot festival. This 24-hour innovation sprint invites enterprise leaders to present live challenges from their strategic priorities. Pre-selected AI startups will build working prototypes to solve these challenges, with CXOs providing immediate feedback. From fraud detection in finance to inventory management in retail, these pilots are designed to lead directly to partnerships and deployments.

“AI destroyed the junior developer market and built one of the fastest categories in history, from nothing to $1.6B in ARR in AI coding in under a year. It is coming for verticals next. We are bringing 200 startups and 100 CxOs to VIBE Summit to shape how to navigate this,” said Thiyagarajan Maruthavanan, Convener, VIBE & Partner, Upekkha.

VIBE 2025 will feature headline voices such as Shekhar Kirani (Accel) and Pratik Pal (Tata Group) on India’s $50 billion AI opportunity, and Shankar Maruwada (EkStep, Aadhaar) on the country as the AI use-case capital. Leaders from Renault Nissan, ABB, Airbus, and Accenture will cover AI in manufacturing. Banking, consumer-tech, healthcare, and insurance insights will come from Muthoot, Ujjivan Bank, Citi, Tata Digital, Sarvam.AI, Narayana Health, Dozee, HDFC Securities, HDFC Life, and MediAssist.

The summit opens with a keynote and masterclass by Simon Wardley on navigating AI’s platform shift, and closes Day 1 with Prof. Saras Sarasvathy urging enterprises and entrepreneurs to co-create in uncertainty.

VIBE 2025 promises over 20 sessions featuring 50 speakers, with participation from 200 AI-native startups and more than 100 CXOs and investors. The event will include VIBE Pilots, sector-specific sessions across banking, insurance, manufacturing, health, energy, space, and consumer-tech, as well as the VIBE Awards, which will spotlight AI deployments already generating real revenue and impact. Closed-door CXO dinners and boardroom workshops will enable deep dives into data governance, regulation, and AI strategy.

“Satya Nadella recently called India ‘the AI use-case capital of the world.’ VIBE 2025 turns that headline into a market by matching domain pain-points with AI talent and capital in real time. We don’t need another 10-year transformation roadmap. We need an AI pilot that proves itself in 10 hours. VIBE is where we’re making it happen,” said Avinash Raghava, CEO, SaaSBoomi.

Unlike traditional AI conferences that focus on horizontal Gen-AI trends with slide decks and vendor booths, VIBE 2025 will deliver live 24-hour build sprints with pre-matched startups and CXOs, producing ready-to-deploy pilots and curated enterprise-startup partnerships. The summit focuses on delivering vertical AI solutions tailored for specific industries.

For agenda, tickets, and further information, visit thevibesummit.com. The detailed schedule is available at vibesummit2025.sched.com.

About Upekkha

Upekkha is an AI Accelerator for global Indian founders. The company partners with founders building next-generation AI software companies. Established in 2017, Upekkha has become a powerful force in reshaping the Indian startup ecosystem.

About SaaSBoomi

SaaSBoomi is a community-led platform that brings together SaaS (Software-as-a-Service) founders, builders, and enthusiasts to share knowledge, collaborate, and accelerate the growth of SaaS businesses, primarily in India. Founded in 2015 as an informal network of SaaS founders eager to learn from one another, SaaSBoomi has grown into a vibrant community representing over 1,500 companies.

Oakridge International School Bengaluru has delivered good results in the International Baccalaureate Diploma Programme (IBDP) for the 2024-25 academic year, with an impressive 8 out of 48 students achieving the coveted 40+ points out of 45 – a remarkable feat that places them among the top performers globally.

Kashvi and Advait from Oakridge scored 44 out of 45 in IBDP results

The Grade 12 students demonstrated outstanding performance across all six subject groups, achieving high pass rates and remarkable individual accomplishments. Among the standout achievers, Kashvi Srinivasan, who scored an exceptional 44 out of 45 points and secured admission to Duke University, expressed her gratitude: “The IB programme at Oakridge has a research-based conceptual learning approach, which emphasizes critical thinking and inquiry-driven education. It has challenged me academically and nurtured my passion for learning.”

Similarly, Advait, who also achieved an impressive 44 out of 45 points, has successfully passed the Common Law Admission Test (CLAT), securing the 208th rank nationally in this prestigious law entrance exam conducted by the Consortium of National Law Universities. “This may not be the most popular path, but this is the best one for me,” he reflected on his achievement in the CLAT 2025 examination.

Speaking of the results, Principal Kavita Sukhani said, “I am delighted to see the fruition of our promise to take children from where they are to where they aspire to be. This result also reflects the commitment and continuous efforts of our teachers in working closely with the students, not to mention the entire school community.” “Our One-to-one mentorship engaged all students through personalized support, resulting in measurable confidence improvement in performance,” added Nishtha Srivastava, DP Coordinator & Head of Secondary.”

The exceptional cohort of high achievers also includes Sunidhi Tumuluru (43 points), Krishiv Sharma (43 points), Dong Jun (42 points), Sarthak Grover (42 points), Sachi Bhatkal (41 points), and Raviish Panicker (41 points), all demonstrating mastery across multiple subject areas. With the personalised career guidance support, the Class of 2025 at Oakridge have secured admissions to prestigious universities such as Virginia Tech, Duke University, University of Edinburgh, Purdue University, Parsons School of Design, Azim Premji University etc, and earned merit-based scholarships, positioning them for continued success.

The International Baccalaureate Diploma Programme (DP) is recognized globally for its rigorous academic standards and holistic approach to education. As a leading IB continuum school offering IB PYP, MYP, and DP programmes, Oakridge International School Bengaluru provides seamless educational progression that develops critical thinking skills, cultural awareness, and commitment to service in students.

For admission related queries, write to: mac.blr@oakridge.in.

About Nord Anglia Education
As a leading premium international schools organisation, we are shaping a generation of creative and resilient global citizens who graduate from our schools with everything they need for success, whatever they choose to be or do in life.

Our strong academic foundations combine world-class teaching and curricula with innovative technology and facilities, creating learning experiences like no other. Inside and outside of the classroom, we inspire our students to achieve more than they ever thought possible.

No two children learn the same way, which is why our schools around the world personalise learning to what works best for every student. Inspired by our high-quality teachers, our students achieve outstanding academic results and go on to study at the worlds top universities.

To learn more or apply for a place for your child, visit www.oakridge.in/bengaluru.

In a landmark move that signals bold ambitions for international expansion and cross-border innovation, HT Labs, the innovation and product arm of HT Media, has signed a strategic Memorandum of Understanding (MoU) with The Doers Company-organisers of Europe’s leading innovation events such as Reflect Festival and the upcoming Doers Summit.

HT Labs and The Doers Company Sign Strategic MoU to Strengthen India-Cyprus-UAE Innovation Corridor

The MoU was formalised at a high-profile event hosted at Dubai Silicon Oasis (DSO) under the aegis of Dubai Integrated Economic Zones Authority (DIEZ), with participation from government dignitaries, investors, and tech leaders spanning India, Cyprus, and the UAE.

The collaboration arrives at a pivotal moment of renewed global engagement, following Indian Prime Minister Narendra Modi’s visit to Cyprus and a subsequent delegation led by the Cypriot Deputy Minister of Research, Innovation & Digital Policy to Dubai. The delegation included top officials such as the Chief Scientist of Cyprus and key investors and business leaders from Europe and the Middle East-underscoring a powerful tri-nation vision to foster startup growth, capital flow, and entrepreneurial exchange across India, Cyprus, and the UAE.

The alliance empowers HT Labs to leverage The Doers Company’s extensive European innovation ecosystem to accelerate the global journey of OTTplay-India’s first AI-powered OTT aggregator and recommendation engine. With Cyprus as a launchpad into Europe and Dubai Silicon Oasis as the testbed for cross-border digital infrastructure, media tech, and smart city initiatives, the MoU sets a dynamic framework for founder-investor collaboration, cross-border pilots, and community-led innovation.

The Government of Cyprus, through its Ministry of Research, Innovation & Digital Policy, has extended strong support for the initiative, aligned with its vision of positioning Cyprus as a key entry point into Europe for Indian companies. With strategic geographic and political alignment, Cyprus aims to become a regional hub for cross-border investment, innovation, and talent.

Commenting on the partnership, Demetris Skourides, Chief Scientist of Research, Innovation & Technology, Republic of Cyprus, remarked, “I would like to thank Mr. Avinash for his trust in our ecosystem and look forward to further profiling how Cyprus and other investors can benefit from bidirectional value creation. Such collaborations are the foundational pillars that build the future.”

Badr Buhannad, Deputy Director General, Dubai Silicon Oasis, said, “Dubai Silicon Oasis was envisioned as a smart, future-ready hub for innovation, talent, and entrepreneurship. Hosting the Doers Summit in partnership with The Doers Company aligns perfectly with Dubai’s Economic Agenda D33 to position the city among the world’s leading digital and economic centres. The Summit reinforces our mission to attract forward-looking ventures and connect European and Middle Eastern innovators-accelerating cross-border collaboration in support of the UAE’s vision for digital economy growth and global competitiveness.”

Avinash Mudaliar, Co-Founder & CEO, HT Labs, added, “At HT Labs, this isn’t just an expansion-it’s a strategic leap into the future. Dubai Silicon Oasis offers the ideal launchpad to take India’s most disruptive, AI-driven innovations to the world. At the core of our work is TaaS-Technology-as-a-Service-delivering scalable, AI-powered solutions across video, apps, web, and content systems that boost engagement, unlock new revenue, and enable global growth. With our strong focus on intelligent, tech-first solutions, we see immense potential to co-create platforms that resonate globally.

What truly elevates this journey is the camaraderie weve built-especially with visionaries like Demetris Skourides, Chief Scientist of Cyprus. His insights and spirit of collaboration have made him not just a strategic ally, but a trusted friend in our cross-border mission.

With OTTplay leading our media-tech push, we’re excited to align with DSO’s smart city vision and deliver transformative experiences in entertainment and data intelligence. This marks a defining chapter in building globally relevant platforms from India.”

Also speaking on the occasion, Dusan Duffek, Co-Founder, The Doers Company & Managing Partner, Zero One Hundred, said “With a young, tech-savvy population and a booming innovation ecosystem, Indian startups such as OTTplay etc. offer some of the most exciting investment opportunities globally. Similarly, startups from Europe and the Middle East are now building some of the most consequential technologies, which will have an impact not only regionally, but globally. We believe now is the time to build bridges, not borders, and connect this energy with global capital and strategic partners.”

Stylianos Lambrou, Co-Founder & CEO at The Doers Company, added “We see a significant opportunity in India. With our growing presence in Greece, Cyprus, and now Dubai, we’re uniquely positioned to bridge the gap, providing Indian startups & companies with access to Europe, and offering European startups and companies a pathway into India. The strong relationship between my country and India gives us a powerful advantage, enabling us to amplify our impact across both regions.”

In the long term, the MoU establishes a multi-regional platform for sustained cooperation-facilitating deal flow, talent mobility, and co-development of cutting-edge digital solutions. It marks a new chapter in HT Labs’ global journey. The agreement also opens doors for internationalisation, driving investments into Indian startups like OTTplay -a significant milestone in the global journey of Indian innovation.

HT Labs is the digital innovation hub and “startup factory” of HT Media, dedicated to creating cutting-edge digital products using research, deep tech, and AI. They focus on addressing consumer needs gaps by developing personalized, tech-driven experiences across various categories like entertainment, food, and finance. Key products include OTTplay, an AI-powered OTT recommendation engine and aggregator with 30+ OTTs in one app and access to over a million titles (movies, web series etc.) in a single subscription and Slurrp, a recipe aggregator, both recognized for their innovative approaches.

About The Doers Company

The Doers Company is a globally respected platform for connecting tech, business, and innovation leaders across Europe, MENA, and beyond. Through high-impact events such as Reflect Festival (Cyprus) and the upcoming Doers Summit (Dubai), Doers fosters a powerful cross-pollination of ideas, capital, and collaboration opportunities. The partnership with Dubai Silicon Oasis further strengthens their vision of creating an interlinked innovation corridor from the UAE to Europe.

Website: www.thedoerscompany.com

About OTTplay

OTTplay is India’s first AI-powered OTT aggregator, offering personalised content discovery and bundled subscriptions to over 30 leading OTT platforms. With OTTplay Premium, users can enjoy an intelligently curated content experience tailored to their unique viewing preferences.

The Dharampal Satyapal Group (DS Group), a leading FMCG conglomerate and multi-business corporation, has announced a significant milestone for one of its popular brands, Pulse. Pulse candy recorded over INR 750 crore at consumer price in the FY 2024-25 translating into 750 crore Pulse candies being sold in one year making it India’s largest distributed hard boiled candy. This achievement establishes Pulses strong market leadership in the hard-boiled candy segment for the last 9 years and its sustained appeal to consumers.

Mr Rajiv Kumar, Vice Chairman, DS Group

Over the past three fiscal years, Pulse has registered an impressive Compound Annual Growth Rate (CAGR) of 15% against a CAGR of 9 % in the hard boiled candy segment industry. This consistent growth in revenue highlights the brands strong pull across both urban and rural markets, especially when the broader market dynamics have not been as buoyant. According to market data, Pulse candy currently holds a 19% market share in India’s hard-boiled candy segment and has been growing consistently. This significant share, achieved in a highly competitive landscape, reflects the brands strong consumer pull and high repeat purchase rates. In the initial years following its launch, Pulse candy prioritized the establishment of robust distribution thrust, focusing on both expansion and deeper market penetration. Today, the distribution system has evolved significantly, becoming far more robust and efficient. This enhanced system optimizes inventory flow, expands customer touchpoints, and improves market responsiveness. This results in a mature and well-managed supply chain.

“DS Group’s vision for Pulse, a leading Indian ethnic confectionery brand in India, is to evolve it into a multi-format, multi-occasion offering. We plan to achieve this by strategically moving into adjacent product categories, exploring innovative new formats, and capitalizing on the rich tapestry of regional flavors. Our consistent focus on brand building, enhanced consumer engagement, and achieving deeper market penetration will help us maintain our leadership position. Were aggressively pursuing both domestic and international markets for expansion. On the domestic front, were leveraging our robust distribution network that has a reach of over 35 lakh outlets across India,” said Mr Rajiv Kumar, Vice Chairman, DS Group.

“Pulse, with its delightful fusion of fruity and surprisingly tangy flavors, particularly the familiar raw mango with a zesty core, offered an unparalleled sensory experience to the consumer. This distinctly appealed to Indias preference for tangy tastes which was a significant departure from the Western-format candies prevalent at the time. Pulse candy stands as a testament to the evolving Indian consumer who is more value-conscious today and DS Group truly leveraged this understanding by disrupting the market with its pricing strategy. At a time when 86% of the hard boiled candy market was at the 50-paise price point, Pulse boldly launched at INR 1. This wasnt just a higher price; it was a perceived higher value that resonated deeply with our palates and our pockets,” Mr Kumar added.

“Pulse revolutionized the confectionery market by challenging the notion that candies were solely for children. It strategically tapped into an overlooked demographic, the adults, thereby significantly broadening the consumer base for impulse confectionery. Why should kids have all the fun That was the premise. We leveraged our keen understanding of local palates and unmet consumer needs, allowing Pulse to redefine the segment and establish itself as a trendsetting brand with remarkable consumer loyalty. Even our packaging and design for Pulse was clutter breaking,” he said.

DS Group revolutionized the Indian confectionery market in 2015 with Pulse. Leveraging its expertise in flavors and fragrances and deep understanding of Indian ethnic tastes, the organization reimagined the hard-boiled candy into a vibrant sensory experience with a surprising tangy core. Pulse was born out of a sharp consumer insight. Mango once captured 50% of the hard-boiled candy market, with raw mango accounting for 26% of this share, making it the dominant flavor profile within that segment. Leveraging the nostalgic element of the raw mango, DS Group transformed it into an innovative product.

Pulses success stemmed from its raw mango flavor profile resonating with Indian palates and the signature tangy core delivering a layered sensation. Targeting all age groups, Pulse bridged traditional tastes with the contemporary format – it brought Indianness into a Western format, appealing to everyone. Driven initially by strong word-of-mouth and a loyal base, its differentiated positioning with “Pran Jaaye Par Pulse Na Jaaye” deeply resonated. Flavour extensions like Guava, Orange, Pineapple, and Litchi, along with format innovations like Shots in the original Kachcha Aam flavour, have helped keep the brand fresh and relevant in Indias impulse confectionery segment.

The Pulse brands trajectory from disruptive entrant to industry leader is also an IIM Ahmedabad marketing excellence case study, complementing its sustained benchmark-setting in product innovation and marketing proficiency. The IIMA case study offers a deep dive into the innovative marketing strategies and strategic decisions behind Pulse Candys remarkable success. It comprehensively explores how the DS Group identified a market need, developed a unique product, and overcame challenges to achieve its phenomenal rise to prominence. Pulse candy pioneered Indias hard-boiled sector and its unconventional marketing also gained recognition, notably the Pulse of the Sky campaign, which entered the Limca Book of Records for simultaneously flying 1,150 kites during Uttarayan 2023 making it the only hard boiled candy to enter the Limca Book of Records. Pulse cultivated enduring brand engagement through initiatives like the award-winning Pulse Ka Pandal, Pulse Ganesh Mahotsav and received widespread industry acclaim for various campaigns securing accolades across platforms like the Abbys South Asia and Kyoorius Creative Awards.

In fact, Pulse Candy’s initial success was significantly driven by strong word-of-mouth, organic posts by celebrities and influencers, several user generated content from a loyal consumer base and social media promotion.

Pulse expanded its product line by adding Pulse Golmol – Imli Flavour,’ a treat that takes one on a nostalgic journey. Inspired by the familiar tamarind (imli) flavour that has delighted generations again, Pulse Golmol Imli is a tangy soft chew. Made from high quality ingredient, ‘Pulse Golmol Imli Goli’ is infused with natural tamarind. It offers a distinctive combination of tangy and sweet flavours, delivering an irresistible burst of fun filled tanginess.

DS Groups culture of innovation and commitment to quality is evident across all segments of the confectionery business of DS Group. Besides Pulse candy, DS Group has also crafted compelling brand narratives and distinct consumer propositions for its key brands like Pass Pass, Rajnigandha Silver Pearls, Chingles, Oval, Piata, Cherio, Pulse Golmol and LuvIt. In the competitive Indian Ethnic Confectionery segment, DS Group stands out with its diverse offerings. Pass Pass offers a vibrant mix of flavours crafted for those who enjoy layered taste experiences, while Rajnigandha Silver Pearls continues to lead the market with its iconic, single-ingredient purity. With continuous innovation, DS Group has successfully transformed the Indian Ethnic Confectionery category into a branded and organized market, providing consumers with unique options to suit their preferences.

For more details please contact – dsgroupprteam@prpundithavasred.com.

Aye Finance, MSME lender providing working capital and business expansion needs to the micro enterprises in India has been ranked 3^rd amongst the top 100 Best Companies to Work 2025, by Great Place to Work Institute, a globally recognised authority in creating, assessing, and identifying the best workplaces.

Sanjay Sharma, MD; Krishan Gopal, CFO; and Ankur Sharma, Head – HR; receiving the Great Place to Work certification on behalf of Aye Finance

Aye Finance has secured the 3^rd position (across all industries) in the top 100 Best Places to Work for in India. This recognition is a result of an evaluation process that surveyed nearly 1,900 organisations across various industries in India. [This ranking has been secured after a detailed study, which is conducted in two parts – employee survey and people practices assessment. Aye Finance excelled on all 5 dimensions essential for building a ‘high-trust, high-performance‘ culture, i.e. Fairness, Respect, Credibility, Pride and Camaraderie.

Commenting on the milestone, Mr Sanjay Sharma, Managing Director, Aye Finance, said, “We are proud to be ranked 3^rd in the Great Companies to Work for the year 2025, by GPTW. Years of consistent focus on trying to build a positive employee work environment has earned us this recognition. At Aye, we try to treat each employee with respect by actively encouraging their professional growth and building pride in serving customers who have been excluded from organised finance. The Great Place to Work certification validates our efforts to try and build an organisation for our 9000 plus employees.”

Great Place To Work is the global authority on workplace culture and its methodology, derived from years of studying the best workplaces across the globe, is recognised as rigorous and objective, and considered the gold standard for defining great workplaces across business, academia, and government organisations.

Aye is a small-ticket lender in MSME lending landscape, providing working capital loans to micro-enterprises and to customers across manufacturing, trading, service and allied agriculture sectors. Our product offerings comprise mortgage loans, ‘Saral’ Property Loans, secured hypothecation loans and unsecured hypothecation loans. Our underwriting capability is a key competitive advantage that aids in assessing creditworthiness of our customers.

Disclaimer

Aye Finance (Private) Limited is proposing, subject to receipt of requisite approvals, market conditions and other considerations, an initial public offering of its equity shares and has filed a draft red herring prospectus dated 16 December 2024 (“DRHP”) with the Securities and Exchange Board of India (“SEBI”)is available on the website of SEBI at www.sebi.gov.in, the Company at www.ayefin.com.