Retail India News: How Swiss Beauty is Disrupting the Indian Wedding Market
Retail India News: How Swiss Beauty is Disrupting the Indian Wedding Market

Renowned Indian makeup brand, Swiss Beauty, renowned for its innovation, is gearing up for a month-long celebration with its highly awaited wedding campaign, "BFF Bina Wedding Kaisa." Building on the success of the #MeraWeddingBFF campaign in 2022, this new initiative is set to redefine the wedding experience by emphasizing the irreplaceable role of BFFs in a bride's journey.

"BFF Bina Wedding Kaisa" centers around various wedding occasions and the diverse array of BFFs accompanying the bride. From engagement to cocktail, haldi, mehndi, and sangeet, Swiss Beauty introduces four distinct wedding BFFs, tailored to specific events - the 'Banno ki Saheli,' 'Office Wali Bestie,' 'Bachpan ki Dost,' and the 'Sassy NRI.' Swiss Beauty ensures that every bride has her perfect BFF Squad for every special moment.

The campaign aims to immerse the audience in the celebration, showcasing the joyous moments shared between brides and their BFFs. Through engaging content and immersive storytelling, Swiss Beauty highlights and celebrates the immeasurable joy that BFFs bring to a wedding, transcending the functions to create lasting memories with friends who stand by you during the most significant event of your life.

To enhance the celebration, Swiss Beauty introduces three carefully curated bridal kits, seamlessly integrated into the campaign - the Wedding Shagun Kit, Modern Rani Vanity, and Modern Rani Pouch. These kits capture the essence of each wedding event and cater to the diverse needs of the bride and her BFFs, ensuring they look stunning throughout the festivities with Swiss Beauty as their ultimate BFF.

The grand unveiling of "BFF Bina Wedding Kaisa" will take place on Swiss Beauty's official Instagram page, promising a visually stunning and emotionally resonant campaign that not only showcases the brand's commitment to quality products but also celebrates the significance of friendships during a bride's most cherished moments.

Saahil Nayar, CEO of Swiss Beauty, shared, "Wedding is a journey of a lifetime, and every bride deserves to share it with her closest friends. 'BFF Bina Wedding Kaisa' is our ode to the joy, laughter, and beauty that BFFs bring to this special occasion. It's about looking and feeling your best while creating memories that last a lifetime."

In addition to celebrating the BFF bond, Swiss Beauty also unveils looks of brides-to-be from different regions, providing inspiration and product recommendations for engagement, haldi, sangeet, and shaadi. The campaign promises makeup tutorials, hacks, pro tips by renowned makeup artists, wedding kits suitable for both bride-to-be and BFFs, exciting market activities, and live demos at exclusive brand outlets, enriching the celebration further.

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Retail India News: Convergent Finance and Samara Capital to Acquire Majority Stake in Agro Tech Foods Limited
Retail India News: Convergent Finance and Samara Capital to Acquire Majority Stake in Agro Tech Foods Limited

Convergent Finance LLP and Samara Capital have jointly declared the finalization of definitive documents for acquiring a 51.8 percent stake in Agro Tech Foods Limited (ATFL) from a subsidiary of Conagra Brands, Inc. ATFL, a listed company on the Bombay Stock Exchange and the National Stock Exchange, will undergo a mandatory open offer for an additional 26.0 percent of outstanding shares due to this acquisition. The deal is pending customary regulatory approvals and is anticipated to be completed in due course.

Conagra has been a controlling shareholder of ATFL since 2011, and during its tenure, ATFL expanded its food portfolio, featuring renowned brands like ACT II popcorn and Sundrop edible oils. Both brands are leaders in their categories, catering to both in-home and out-of-home consumption. ATFL will retain the license for the ACT II brand from Conagra for use in India.

Harsha Raghavan, Managing Partner at Convergent Finance said, “Agro Tech Foods’ category-defining brands have been beloved household names for the past three decades, thanks to the company’s relentless focus on quality, innovation, and customer delight. As India’s rapidly-growing consumer class expands and discretionary income levels continue to rise, we will expand ATFL’s distribution reach and product range, thereby transforming it into the country’s leading packaged and snack food platform.

Manish Mehta, Managing Director and Co-Chief Investment Officer at Samara Capital said, “We are delighted to lead the acquisition of a majority stake in ATFL in partnership with Convergent. The company’s brands have high recall value with India’s consumers, and we aim to complement this hard-earned recognition with our knowledge of India’s food and consumer sectors to increase ATFL’s presence in fast-growing, high-margin categories. We intend to create a large and unique branded food platform in the country with this acquisition.

Convergent Finance LLP, known for its investment management and advisory role, follows a value investing approach, emphasizing fair valuations through negotiated transactions. Samara Capital, founded in 2007, is a mid-market private equity firm in India with a focus on creating long-term value in partnership with entrepreneurs. Consumer and Retail form a significant focus area for Samara.

Conagra Brands, Inc, headquartered in Chicago, is a leading North American branded food company with a portfolio of iconic brands, including ACT II, Birds Eye, Duncan Hines, Healthy Choice, and Marie Callender’s, among others. The company is driven by a commitment to innovation and evolving to meet changing food preferences.


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