Category Archives: Business

Jeep India emerges as India’s Most Trusted SUV Manufacturer in TRA’s Brand Trust Report 2025

Pune, May 20, 2025 – Jeep® India has once again been recognized as the Most Trusted Brand in the SUV Manufacturer category in the 15th edition of TRA’s Brand Trust Report, India Study 2025. This prestigious accolade marks Jeep’s fifth overall win, including an unprecedented four consecutive years at the top (2022, 2023, 2024, and 2025) and previously in 2019 & 2020.​

The Brand Trust Report 2025 is based on a comprehensive study conducted by TRA Research Pvt. Ltd., encompassing insights from over 2,500 consumer-influencers across 16 cities in India. The study evaluates brands on proprietary matrices of Brand Trust and Brand Desire, with over 90,000 respondent interviews conducted over the past 13 years.​

Shailesh Hazela, Managing Director & CEO, Stellantis India, stated, “This recognition is a testament to our unwavering commitment to quality and innovation. Our manufacturing facilities in Ranjangaon, Hosur, and Thiruvallur, along with our R&D centers in Chennai and Pune, embody the Stellantis Production Way, ensuring excellence at every step. India stands unique as the only country outside North America to locally produce four Jeep nameplates—Wrangler, Compass, Meridian, and Grand Cherokee—underscoring our dedication to the ‘Make in India’ initiative.”​

Commenting on the report, Kumar Priyesh, Business Head & Director- Automotive Brands, highlighted the brand’s storied heritage said,​“Jeep is not just a brand; it’s the originator of the SUV category. Our lineage is built on a legacy of adventure, freedom, and innovation. Being recognized as India’s Most Trusted SUV Brand reinforces our commitment to delivering unparalleled experiences to our customers.”​

N. Chandramouli, CEO of TRA Research, applauded the company on the significance of this recognition, “Jeep’s consistent top ranking in our Brand Trust Report reflects its deep-rooted connection with Indian consumers. Our rigorous methodology ensures that such accolades are a true reflection of public sentiment, and Jeep’s prominence is well-deserved.”​

Trust has been foundational to Jeep’s success for over 75 years. From its origins in World War II, where the Go-Anywhere, Do-Anything® Jeep® 4×4 emerged as a trusted ally for Allied soldiers, to its evolution as a peacetime workhorse, the brand has become synonymous with reliability, adventure, and strength. Jeep’s legendary capability has continued to inspire confidence, whether on rescue missions during calamities or daily adventures. In India, the brand has fostered a community driven by adventure and trust. In 2019, Jeep was recognized as India’s most trusted automobile brand in TRA’s Brand Trust Report—a recognition of the bond the brand has cultivated.

ASK Hedge Solutions, part of Blackstone-backed ASK Group, sees Absolute Return Fund cross Rs 1,500 Crore in AUM

Mumbai, 20 May 2025: ASK Hedge Solutions, a part of the Blackstone-backed ASK Asset & Wealth Management Group, has achieved a significant milestone with its ASK Absolute Return Fund surpassing Rs 1,500 crore in Assets Under Management (AUM). Launched in February 2024, with a minimum investment requirement of Rs 1 crore, the fund has gained traction among investors seeking superior risk-adjusted returns. Since its inception, the fund has generated impressive returns, outperforming other liquid fixed-income alternatives from a 12-month perspective.

The ASK Hedge Solutions team continues to lead the charge in promoting Category III Alternative Investment Funds (AIFs) in India, presenting compelling opportunities for investors across the risk spectrum. The ASK Absolute Return Fund, designed as a conservative multi-strategy long-short fund with a primary focus on capital preservation, is particularly suited for investors with a moderate risk appetite who seek to capitalize on the fund management team’s skill set to outperform traditional fixed- income alternatives.

Commenting on crossing the Rs 1,500 crore milestone, Vaibhav Sanghavi, CEO, ASK Hedge Solutions, said, “We are delighted to announce that ASK Absolute Return Fund has surpassed the Rs 1,500 crore AUM milestone, a testament to the consistent performance of the strategy and the trust placed in us by our investors and distribution partners. As early movers in this category, we take pride in having pioneered a differentiated approach, and this achievement underscores the strength of our investment philosophy and the enduring confidence of our stakeholders. Alternates present a significant opportunity in India, and we are well-positioned to capitalise on it.”

Piyush Shah, CIO, ASK Hedge Solutions, commented, “Our focus on consistency with capital preservation has aided in delivering the industry-leading performance. It is our constant endeavour to add value to investors’ portfolios by offering various “Risk-Adjusted Returns”.

The ASK Absolute Return Fund underscores the group’s commitment to offering innovative investment solutions that cater to the evolving needs of investors in India and beyond. In line with this vision, ASK Hedge Solutions launched its second fund – an index-plus strategy in December last year.

The Sock Street Secures Strategic Investment from Knit World Inc.

Delhi, May 20, 2025: The Sock Street, India’s first direct-to-consumer lifestyle brand redefining socks into bold fashion statements, has successfully closed a new funding round for an undisclosed amount. The company retains a valuation of 1 mn USD, showcasing support from the investor community towards their vision and growth plan.

Founded by media industry entrepreneur Shobhit Gaur and currently led by CEO Udit Mayor, The Sock Street has already established itself as a category-defining player in the lifestyle essentials market. The brand’s most recent investment will support its plan for rapid expansion, product development, and omnichannel access across the country.

“The Sock Street is not just a seed of a company, but the start of a movement that establishes socks and assumes and disrupts how everyday essentials are perceived,” said Shobhit Gaur, Founder. “This new funding is a testament to our team’s relentless pursuit of excellence and the growing trust our investors and customers have placed in our vision. We are excited to accelerate our journey towards making socks a global symbol of self-expression and sustainability.”

The brand has seen explosive growth since launching, growing online presence, increasing international demand, and a devout customer base throughout India. From funny pop-culture-inspired collections to sustainable fabric-based luxurious collections, The Sock Street continues to lead through innovation.

CEO, Udit Mayor added, The new funds will drive The Sock Street’s global expansion, fuel design innovation, and enhance its omnichannel experience. Known for its bold, fashion-forward socks and artist collaborations, the brand is capturing the attention of Gen Z and millennials. With a strong focus on quality, sustainability, and plans to open 500 dark stores across India, The Sock Street is set to become a major player both online and offline.

 “Our ambition is to take this homegrown brand to the world stage,” further commented Udit Mayor, CEO of The Sock Street. “This new inflow of capital means we will be doubling down on product R&D, expanding into global markets, and creating hyper-local immersive retail experiences.”

CBO Saurabh Srivastava commented, “Raising funds at a $1 million valuation is a proud moment for The Sock Street. This milestone is not just about capital—it’s about the confidence our investors have in our vision. The funds will help us strengthen our supply chain, expand our footprint into global markets, and accelerate our journey towards introducing more sustainable, performance-driven products. We’re committed to building a brand that stands for comfort, innovation, and responsibility.”

Anuj Dhingra and Manu Gulati, Partners at Knit World Inc, said: “We see tremendous potential in The Sock Street’s unique brand proposition and commitment to disrupting the lifestyle essentials space. The team’s passion, clarity of vision, and focus on quality and innovation convinced us to come on board as strategic partners. We are excited to back their journey and help scale the brand to new heights—both in India and globally.”

Aptech partners with Franchise India Knowledge Services & GrevX to deliver world-class training services for education, institutes & corporates

INDIA, May 20th, 2025: In a step towards shaping a future-ready workforce, Aptech Limited, a pioneer in the non-formal vocational training business in the country for over 39 years, has signed two strategic Memorandums of Understanding (MoUs)—with Franchise India Knowledge Services Pvt. Ltd. & GrevX—to scale up its enterprise learning and training solutions ecosystem. The collaboration offers leadership, performance and time management, sales, and productivity training through Franchise India Knowledge Services Pvt. Ltd. and modules on financial literacy through GrevX.

These partnerships are part of Aptech’s broader mission to make India more employable by delivering industry-aligned training services to help today’s professionals become more capable, competent and highly skilled.

The move signals a focused push among corporates and business leaders to expand their workforce’s skillsets through curated content, seamless learning models, and access to wider market trends. While Aptech operates as a content aggregator, the partnerships leverage the expertise of established training content providers to offer high-impact and scalable programs for today’s professionals. As part of the collaboration, Aptech Training Solutions is also the official partner for globally renowned training brands, Brian Tracy and ActionCOACH, to provide their services across India to corporates and educational institutions.

The programs are curated for learners across the board, including educational institutes. Higher education institutions and the K-12 segment are not just knowledge hubs—they are foundational ecosystems where mindsets, skillsets, and future-readiness begin to take shape. Training solutions, if seamlessly integrated into academic curricula, can empower students with industry-relevant skills early on, and bridge the gap between classroom learning and real-world employability.

With 4 decades of experience in education and training services, Aptech specialises in skill-based vocational training, corporate training, workforce upskilling, and digital learning solutions, including blended training. Aptech supports government and public sector skilling initiatives and has delivered over thousands of training modules for the government bodies.

Aptech’s Training Solutions are deployed to extract best results out of the large workforce. The modules support identifying training gaps & needs and includes end-end solutions – content development, trainer certifications, training delivery and post training support. Aptech’s training methodology includes a broad range of services such as psychometric pre-assessments, modular, role-based curriculum, blended learning modules, and adaptive learning techniques via cognitive style profiling. The implementation is taken care of by focusing on four key pillars of learning that include – Content, Delivery, Evaluation, and Certification.

Mr. Neeraj Malik, Chief Business Officer, Enterprise Business Group, Aptech Limited, remarked, “Today’s learners expect speed, relevance, and trusted quality from the brands they choose to engage with. At Aptech, with our strong legacy of excellence, we are fully aligned to this new pace of learning. These partnerships with Franchise India Knowledge Services and GrevX are a strategic step forward to meet these evolving aspirations. Together, we are committed to delivering world-class, industry-relevant training solutions that are not only faster and smarter but also highly impactful. By combining the strength of our brand with the expertise of our partners, we aim to build a robust, future-ready workforce that thrives in today’s dynamic economy.”

The agreements outline clear frameworks around content licensing, branding, delivery, certification, and post-sales support. The collaborations also prioritise compliance with intellectual property and data privacy regulations, reinforcing Aptech’s commitment to ethical and secure education delivery.

A Shared Vision for Employability and Growth

As industries rapidly transform in response to artificial intelligence and automation, the demand for agile, upskilled professionals is more pressing than ever. Aptech’s strategic collaborations represents this strategic shift to empower learners and organisations with future-ready capabilities.

CureBay raises Dollar21 Million from Bertelsmann India Investments, Elevar Equity and British International Investment to lead the equitable healthcare movement for Bharat

May 20, 2025, National: CureBay, a tech-first hybrid healthcare platform, has raised $21 million in its Series B funding round led by Bertelsmann India Investments. The round saw participation from existing investor Elevar Equity, reaffirming its commitment to Curebay’s mission along with British International Investment, the UK’s development finance institution and impact investor. This marks a significant milestone in CureBay’s journey to build India’s trust infrastructure for rural health by driving equity, access, and innovation across underserved geographies.

Launched in 2021 and headquartered in Odisha, CureBay has developed a scalable eClinic network powered by a best-in-class tech stack and a dedicated community workforce of trained and active Swasthya Mitras. It provides quality, accessible and affordable services for doctor consultation, diagnostics, pharmacy and tertiary care for rural households through its network of 150+ eClinics operational across Odisha and Chhattisgarh. Its preventive health program boasts 90,000 active members with a renewal rate exceeding 60%.

The latest capital infusion will be deployed to strengthen CureBay’s in-house, proprietary technology stack, expansion across India, while building the right teams to drive its next phase of growth. The company is utilising its AI and data capabilities for improving predictive care and operational efficiency and aims to expand its footprint to new states, including Jharkhand, Bihar, Uttar Pradesh and Madhya Pradesh. It will also invest in platform upgrades, proprietary algorithms and rural-first workflow automation tools that can one day be adapted for global health contexts.

Commenting on the development, Priyadarshi Mohapatra, Founder and CEO of CureBay, said, “At CureBay, we are a mission-driven team focused on transforming public health outcomes for every Indian. This is not just a fundraiser—it’s a mandate to build India’s trust infrastructure for rural health. With an active network of 150+ eClinics and 1,000+ Swasthya Mitras, we are solving for Bharat, where a large part of the population still lacks access to dependable care. The capital will help us scale technology, talent, and reach to bring dignified, affordable healthcare to the last mile. CureBay’s model is deeply aligned with national priorities like Ayushman Bharat and the Digital Health Mission, and we are proud to be a tech-enabled partner in public health delivery. This is not just a startup getting funded—it’s a public health movement getting backed.”

Pankaj Makkar, Managing Director, Bertelsmann India Investments, said, “We’re excited to partner with CureBay as it builds a differentiated, ecosystem-driven approach to rural healthcare in India. While most rural solutions remain fragmented, CureBay uniquely delivers the full continuum of care under one platform —seamlessly integrating consultations, diagnostics, pharmacy access, and surgeries through its tech-enabled eClinics and robust partner network. This investment reflects Bertelsmann India’s strong commitment to supporting mission-driven companies that are transforming Bharat, with CureBay making quality healthcare both accessible and affordable for rural communities.”

Jyotsna Krishnan, Managing Partner, Elevar Equity, said, “Curebay has demonstrated that a thoughtfully constructed business model can deliver robust unit economics and contribution margins. On the one hand, they leverage cutting-edge technology and AI, but more importantly, they blend into the local ecosystem to build critical trust on the ground in rural markets through a unique distribution set-up. Entrepreneurial Households in India are keen to pay for quality healthcare, and this is a massive underserved segment. We are glad Elevar’s original investment thesis in 2022 played out well. This round is an important milestone for the company as they continue to build scale in a disciplined manner.”

CureBay’s proprietary technology—built entirely in-house—is designed to meet the complex needs of rural healthcare delivery. It leverages AI/ML, Generative AI, and IoT diagnostics to enhance early detection, forecasting, and personalised care, making last-mile healthcare both intelligent and inclusive. The newest infusion of funds from marquee investors is a testament to CureBay’s scalable and strong business model. It recently announced that its Balasore and Puri Circles have achieved operational profitability.

Innova Captab Delivers Strong Q4 and FY25 Performance with Rs314.7 Cr Revenue, Rs29.6 Cr PAT

Mumbai 20th May 2025: Innova Captab Limited is a leading integrated pharmaceutical company committed to delivering high-quality healthcare solutions through a robust presence across the entire pharmaceuticals value chain, including research and development, manufacturing, distribution, marketing, and exports. The company is pleased to announce its financial results for the quarter and financial year ending March 31st, 2025.

Key Highlights

Q4 FY25 vs Q4 FY24

• Revenue from Operations registered robust growth of20%, reaching₹ 314.7 crores vs ₹ 262.6 crores in Q4 FY24, driven by strong performance across all business areas
• Overall EBITDA registered stellar growth of17%, reaching₹ 51.1 crores vs ₹ 43.8 crores in Q4 FY24. EBITDA margins were 16.2%
• PAT rose by3%year-over-year to ₹ 29.6 crores after absorbing the impact of depreciation and finance costs associated with Kathua, Jammu plant (commercialized in January 2025). PAT margins stood at 9.4%

FY25 vs FY24

• Revenue from Operations grew15%to ₹ 1,243.7 crores vs ₹ 1,081.3 crores in FY24, led by volume growth across business areas
• EBITDA registered robust growth of19%to ₹ 198.2 crores vs ₹ 166.9 crores in FY24. EBITDA margin increased by 50 basis points to 15.9%
• PAT witnessed strong growth of36%to ₹ 128.3 crores vs ₹ 94.3 crores in FY24, driven by higher EBITDA and reduced finance costs. PAT margins improved by 160 basis points to 10.3%

Commenting on the results, Mr. Vinay Lohariwala, Managing Director – Innova Captab Limited said “We ended the year on a strong note, with all business areas performing in line with expectations. Strategic decisions taken over recent years are now delivering clear, measurable results—reflected in both our financial and operational performance. This momentum underscores the strength of our business model and the disciplined execution by our teams. We remain focused on our core priorities—growth, innovation, and customer centricity—despite a dynamic and evolving market environment.

Operationally, we deepened our CDMO partnerships, broadened our product portfolio, expanded further in global markets, and strengthened our domestic reach. The commissioning of our Kathua, Jammu facility is a major milestone, enabling scaled production of new products and dosage forms—fueling our next growth phase.

All these enabled us to deliver stellar performance, and we closed the year at ₹ 1,243.7 crores, up 15% from last year. Profitability also improved with PAT increasing by 36% to ₹ 128.3 crores.

These achievements reaffirm our long-term strategy. With sharper focus, enhanced capacity, and strong execution, we are well-positioned to drive sustainable growth and create lasting value.”

Portworx Collaborates with Red Hat to Unlock Cost Savings and Operational Simplicity with Red Hat OpenShift Virtualization Engine

Bengaluru, India and Sydney, Australia – May 20, 2025 – Pure Storage®, the IT pioneer that delivers the world’s most advanced data storage technology and services, today announced at the Red Hat Summit 2025 the launch of Portworx® for KubeVirt – the first software-defined storage, virtualization-centric offering that provides a more cost-effective, low-risk approach for running VM workloads on Kubernetes using Red Hat OpenShift Virtualization Engine.

By combining Portworx by Pure Storage with Red Hat OpenShift Virtualization Engine, enterprises can deploy and manage virtual machines (VMs) to containers more easily to optimize functionality, while lowering total cost of ownership.

With the new VM-only offering from Portworx, customers can address their modern virtualization challenges with an optimized solution that makes migrating and operating applications in Kubernetes more accessible and provides a pathway to long-term application modernization.

Cost optimization – Portworx customers using Red Hat OpenShift and Red Hat OpenShift Virtualization have seen approximately 30% to 50% cost savings in the past year compared to their existing virtualization spend.

Modernization on your timeline – Instead of needing to move everything to cloud-native, enterprises can continue to run applications in VMs on Kubernetes, while refactoring or creating net new cloud native applications based on their existing resources and transformation timelines.

App & Data Flexibility – Portworx for KubeVirt, with Red Hat OpenShift Virtualization Engine, allows customers to plan their VM migration to Kubernetes infrastructure anywhere that Red Hat OpenShift runs, on-premises, on public cloud, at the edge, or in a hybrid deployment.

Red Hat OpenShift Virtualization Engine is a streamlined solution that focuses exclusively on VM workloads, providing the proven virtualization functionality of Red Hat OpenShift to deploy, manage and scale VMs with greater ease. Portworx by Pure Storage brings enterprise-grade data management capabilities that, when combined with Red Hat OpenShift Virtualization Engine, help further simplify VM workload migration and management on a single, optimized platform.

Executive Insight

“Red Hat is the perfect partner for our mission as more companies are looking to go cloud-native. Many companies are leveraging Portworx with OpenShift to not only migrate and manage their workloads, but also power innovative application development. We are proud of the success from this Red Hat partnership and look forward to what the next year holds.” – Ajay Singh, Chief Product Officer, Pure Storage

“While organizations are increasingly migrating to cloud-native containerized workloads, many still rely heavily on virtualization solutions to support their public and private cloud environments. With Red Hat OpenShift Virtualization Engine, we are able to meet organizations where they are, to modernize at a pace that best suits their business requirements, with a more cost-effective, streamlined solution. We are pleased to collaborate with Portworx to bring their expertise and data management capabilities to Red Hat OpenShift Virtualization Engine as an optimized offering, making it even easier for organizations to deploy and manage virtualized workloads.” – Ashesh Badani, Senior Vice President and Chief Product Officer, Red Hat

Axis Bank signs MoU with the Indian Army and Common Service Centre e-Governance for supporting Project NAMAN

May 20, 2025: Axis Bank, one of the largest private sector banks in India, has signed a tripartite Memorandum of Understanding (MoU) with the Indian Army and CSC e-Governance Services India Limited to support Project NAMAN, a dedicated initiative for Army veterans and their families. The MoU was signed in the presence of Lieutenant General Ranjeet Singh, DG DC&W; Brigadier Mandeep Singh, SM, Brig DIAV; Mr. Mohit Jain, Executive Vice President- Bharat Banking, Axis Bank and Mr. Harish Oberoi, Vice President, CSC e-Governance Services India Limited. Under this project, Axis Bank will support establishment of facilitation centres, to provide essential services to Army veterans, war widows and NOK, ensuring easier access to welfare and pension-related assistance.

Launched in 2023, Project NAMAN focuses on implementing SPARSH (System for Pension Administration – Raksha), a digital pension system launched by the Ministry of Defence to streamline pension-related processes for defence personnel. Under this partnership, CSCs will be set up at 25 DIAV locations across 13 states, including Maharashtra, Gujarat, Tamil Nadu, Punjab, Uttar Pradesh, J&K, West Bengal, Arunachal Pradesh, Assam, Nagaland, Rajasthan and others. These facilitation centres will be equipped to handle various queries and concerns, offering comprehensive support for those who have served the nation.

Each CSC centres will be managed by a VLE, selected from army veterans or NOKs, by the Local Military Authorities (LMA). The CSC e-Governance Services India Limited will onboard these VLEs and train them to serve the veterans and their families. The centres will also act as a single-window platform for SPARSH-enabled pension services, Government-to-Citizen (G2C) services, and Business-to-Consumer (B2C) offerings.

Speaking about the partnership, Mr. Munish Sharda, Executive Director, Axis Bank said, “At, Axis Bank, we are deeply honoured to partner with the Indian Army and CSC e-Governance for supporting Project NAMAN. This collaboration underscores our unwavering commitment to nation-building and our heartfelt gratitude to the defence personnel who have served the nation selflessly. We believe that this partnership will help create a more inclusive and supportive environment for Army veterans and their families.”

Speaking about the occasion, Brigadier Mandeep Singh, SM, Brig DIAV, said, “This partnership is a significant step towards strengthening the welfare ecosystem for our veterans and their families. With the support of Axis Bank and CSC e-Governance, we are committed to delivering seamless and dignified services to those who have served the nation.”

Mr. Sanjay Rakesh, MD & CEO, CSC e-Governance Services India Limited, said, “At CSC, we are proud to contribute to Project NAMAN, a reflection of our shared vision to empower Army veterans and their families through digital inclusion. By setting up facilitation centres at DIAV locations, we aim to ensure that vital pension and welfare services reach even the remotest parts of the country.”

This collaboration under Project NAMAN stands as a symbol of gratitude and progress, bringing essential financial services closer to those who have served the nation with pride and courage.

Discovery Channel to Premiere Documentary on Coca-Cola India’s ‘Maidaan Saaf’ Campaign at Kumbh Mela

New Delhi, May 20, 2025 — Coca-Cola India’s landmark ‘Maidaan Saaf’ campaign, which helped reimagine waste management and recycling at one of the world’s biggest events, the Maha Kumbh 2025, is set to be featured in an upcoming documentary premiering on Discovery Channel on 19th May 2025 at 7PM and discovery+ on 20th May 2025. Filmed on location at the Kumbh Mela grounds in Prayagraj, the documentary captures Coca-Cola India’s on-ground efforts to transform one of the largest events in the world into a cleaner, safer, and more inclusive space by leveraging technology, partnerships, and purpose.

 “Maidaan Saaf reflects our commitment to translating intent into impact,” said Devyani RL Rana, Vice President – Public Affairs, Communications, and Sustainability for Coca-Cola India and Southwest Asia. “As we work towards our goals of designing more recyclable packaging, increasing the use of recycled materials, and supporting collection at scale, initiatives like Maidaan Saaf help raise awareness about how this is coming to life in deeply local and culturally resonant ways. The Maha Kumbh offered a unique opportunity to showcase how responsible design, and collective action can create meaningful change, anchored in community, collaboration, and care for the environment.”

 “We believe in the power of storytelling to inspire change” said, Tanaz Mehta, Head of Advertising Revenues, South Asia, Warner Bros. Discovery. “The Maidaan Saaf campaign is a compelling testament to what can be achieved when cultural legacy, community participation, and modern sustainability practices come together. This documentary shines a light on the collective will that helped make one of the world’s largest gatherings more environmentally responsible.”

 The documentary features Akanksha Rana, IAS Officer on Special Duty at Maha Kumbh 2025, who played a critical role in managing on-ground sanitation efforts. “Every day, nearly 1 to 2 crore people used to visit the Kumbh, generating over 500 to 600 metric tonnes of waste. In such dense crowds, where road access is limited and deploying machinery becomes difficult, maintaining sanitation is a major challenge. It is encouraging to see private companies like Coca-Cola India come forward and support such a massive event. Their contributions toward promoting responsible behavioural change, and the reuse of materials have significantly helped make this Kumbh more sustainable.”

 From deploying Reverse Vending Machines and using recycled PET materials in public utilities to engaging local communities in waste segregation and raising awareness on recycling, Maidaan Saaf showcases how public-private partnerships can enable large-scale behavioral change.

 Coca-Cola’s extensive engagement at the Maha Kumbh Mela 2025 was also spotlighted in the company’s recent earnings report, which recognized the event as a significant brand activation milestone. The report detailed the deployment of hundreds of refreshment zones, approximately 1,400 mobile stations, and a world-record-long 100-door cooler wall, culminating in over 180 million servings during the festival. This acknowledgment underscores the company’s commitment to integrating cultural relevance with community engagement on a global scale.

Assagao Emerges as Goa’s Goldmine for High-End Villa Investments

Once a quiet village nestled in the greenery of North Goa, Assagao is quickly becoming one of India’s most coveted luxury real estate hotspots. Renowned for its ancient Portuguese-style houses, tree-lined roads, and serene ambiance, the village is now drawing significant attention for a new reason: an unprecedented demand for ultra-luxury villas.Industry stakeholders and recent figures attest that Assagao is turning into a game changer in Goa’s fast-appreciating real estate sector. Grade A villa rates in Goa have increased by 33% over the past two years, rising from ₹15,667 per sq. ft. during Q2 2022 to ₹25,504 per sq. ft. during Q2 2024, according to a Savills India report. Assagao and its adjacent area, Siolim, now have rates comparable to prime areas in South Delhi and satellite Mumbai. A lot of national developers are now turning towards this location to launch luxury and super luxury villas.

Developers such as Vianaar Homes, Isprava, Sun Estates, and The House of Abhinandan Lodha (HoABL) have spotted the potential in Assagao. All of these developers are bringing a new idea of luxury, from modern Mediterranean architecture to villas that focus on sustainable and wellness-based design. Conscient, a Delhi NCR-based developer, is also reportedly planning to launch a project in Assagao shortly.

The post-pandemic quality-of-life shift has played a major role in this trend. Remote work, online business, and desires for quality of life over urban gridlock have transformed serene but well-networked places like Assagao into desirable locations. Villas here tend to be defined by expansive floor plans, wellness-driven design, private pools, concierge, and seamless indoor-outdoor living features, once the domain of five-star hospitality but now standard in luxury residential.

Rajesh Jain, Director, Conscient Infrastructure Pvt. Ltd. Over the years, Assagao has quietly become one of Goa’s most desirable places to own a home. Once known for its lush surroundings, old-world charm, and laid-back lifestyle, it has now transformed into a well-loved neighbourhood that attracts all kinds of people families, investors, and those looking for a peaceful second home. With its green surroundings, old-world charm, and relaxed lifestyle, Assagao offers a rare mix of calm and comfort. It’s no surprise that it has become one of the top spots for luxury villas in India.

According to the “Tier 2 Cities Outshine Metros in Real Estate Appreciation: Magicbricks Report”, Goa — in addition to Kanpur and Lucknow, is leading the Tier-2 real estate boom. But with demand overall in Goa increasing, the hub of exclusivity is Assagao. Local builders report that inventory turnover is high despite the premium pricing, with most of the villas already sold out even before the projects are completed.

The attraction of Assagao is that it offers the best of both worlds — a peaceful, culturally rich village environment that is minutes from Goa’s best restaurants, boutiques, and beaches,” said Jahan Tahiliani of Tahiliani Homes, one of the developers involved in the area. Yet another reason for the boom in the real estate market is the high rental yield. As the Savills report points out, coastal Goa’s gated villas are returning 5% to 8% per annum, which is a tempting offer to investors. The yields are not only based on tourist visitation but also on long-term residents from cities seeking seasonal or permanent retreats.

While Assagao’s rapid growth is driving property values to record levels, stakeholders claim that the village’s identity remains intact, thanks to strict design controls and a growing number of like-minded residents. A real estate expert said, ‘People are not just buying villas here; they are buying a lifestyle—one that values privacy, community, and heritage, all in one of India’s most scenic settings.”

With rising prices, low stock levels, and ongoing buyer demand, Assagao is well placed to continue being the gold standard in Goa’s luxury villa market in the coming years.