Announcing the collaboration, Himatsingka said, “When I first met Revant, it was clear how he’s driving his mission of educating 140 Cr Indians to read labels… To further ‘Label Padega India’, we are now including even the lab reports for Only What’s Needed on the Zepto app itself.”

As part of this initiative, consumers will be able to access lab test reports (LAP reports) for the brand’s products directly on the Zepto platform—an effort aimed at building trust and enabling more informed purchase decisions.

Highlighting the brand’s measured expansion strategy, he added, “We launched with one product and just on our website. Now, 8 months down the line, this is the 3rd platform we are entering… starting with a pre-order to plan our stock better.”

The brand is now live on Zepto with pre-orders open, marking a strategic step towards scaling its reach while maintaining supply efficiency.

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The sharper shift came through GST realignment. Zero-rating daily staples such as chapatis, rotis, paneer, and UHT milk, alongside a consolidated 5 percent slab for dairy, processed foods, snacks, personal care, and baby products, altered cost structures across FMCG and food service. With consumer inflation projected to ease by up to 1.1 percentage points, the budget created consumption headroom at a time when MSME financing, women-led entrepreneurship, and green infrastructure were being actively encouraged—particularly across Tier II and Tier III markets.

What FMCG Leaders Are Really Asking from Budget 2026

As Union Budget 2026 approaches, the FMCG leaders’ expectations are narrowing to a few decisive asks: fix GST inefficiencies, revive consumption, and enable manufacturing at scale. The intent is acknowledged, but delivery will be the real test.

GST remains the most immediate friction point. Ramesh Bafna, Chief Financial Officer, Zepto, calls unutilised input tax credit “taxes already paid by businesses,” arguing that allowing these credits to be used against reverse charge liabilities and TCS would “meaningfully improve ease of doing business” while reducing cash outflows and unlocking working capital “without revenue loss to the government.” Nikhil Doda, Co-Founder and Chief Operating Officer, Lahori Zeera, flags the same issue from the factory floor. With most FMCG products now taxed at 5 percent, he notes that higher GST on services, advertising, and machinery leads to continuous accumulation of credits, adding to “the overall cost of manufacturing and selling” and dampening appetite for fresh investment in plant and equipment.

On the demand side, industry leaders are looking to Budget 2026 to reignite consumption momentum. Ishita Malpani, Managing Director, Amruta Tea, says targeted fiscal support that boosts disposable incomes and brings clarity to GST implementation will be “crucial for stimulating consumer spending and improving affordability.” Continued investment in rural infrastructure and logistics, she adds, will strengthen the backbone of India’s consumption story while helping homegrown brands scale. A spokesperson for DS Group echoes this, urging a “consumption-driven framework” backed by higher capital expenditure, corporate tax rationalisation, and targeted manufacturing support to strengthen both household spending power and the ‘Make in India’ mission.

Food processing and frozen foods, which gained policy visibility in Budget 2025, are now seeking sharper execution. Haresh Karamchandani, Managing Director and Group CEO, HyFun Foods, believes Budget 2026 can “accelerate India’s food processing ecosystem” through PLI schemes, export-oriented incentives, cold-chain investments, and support for backward integration, helping India emerge as a dependable global supplier of value-added foods. From a startup lens, Ekansh Garg, Co-Founder and CEO, Cravicious Foods, points to gaps between policy and reality. The current Rs 1 crore subsidy cap for expansions, he says, is inadequate for capital-intensive frozen food projects, and a single-window clearance system is essential to cut through multi-departmental approvals. Easier, collateral-free access to credit would further enable companies to invest in technology and meet rising demand.

Collectively, these views underline a clear industry message: Budget 2026 must move beyond broad assurances to targeted fixes: resolving GST distortions, unlocking working capital, strengthening consumption, and backing manufacturing with policies aligned to on-ground realities.

Food Service Sets Its Budget Agenda

As Budget 2026 comes into view, food service and hospitality leaders are sharpening their demands around three themes: tax clarity, formalisation, and the removal of structural bottlenecks that slow expansion despite clear consumer demand.

For food-tech and processed traditional foods, GST remains the first hurdle. Sanket S, Founder, Scandalous Foods, says the sector is looking for “GST simplification and more balanced tax rates on processed traditional foods” to ease pressure on MSMEs and bring unorganised players into the formal economy. He links tax reform directly to growth levers such as cold-chain infrastructure and household purchasing power, arguing that targeted support for automation and easier access to credit—aligned with Atmanirbhar Bharat—can help India emerge as “a global centre for preserved traditional foods.”

Women entrepreneurship is another area where industry voices want Budget 2026 to move from rhetoric to decisive support. Meenakshi Kumarr, Chef and Founder, Anahata Cafe, calls the Budget a potential “turning point” for women-led enterprises, particularly in food and hospitality. Despite rising participation, she notes that women founders continue to face barriers in finance, mentorship, and compliance. “Many women-led ventures are operating at the grassroots level and require flexible funding models that recognise their realities rather than traditional balance sheets,” she says, advocating collateral-free credit, interest subvention, and simpler formalisation. Investment in skills, digital enablement, food safety, and sustainability training, she adds, is essential to help women entrepreneurs in Tier II and III cities scale responsibly.

From an operator’s lens, the focus is squarely on structural alignment. Pulkit Arora, Director, CYK Hospitalities, says the industry is hopeful that Budget 2026 will finally address long-pending issues such as restoration of input tax credit, recognition of hospitality as an industry, and simpler licensing. These changes, he argues, would allow businesses to focus on “quality, innovation, and consistency rather than dealing with inefficiencies.” His colleague, Simran Jeet Singh, Director, CYK Hospitalities, links policy clarity directly to expansion, noting that brands are ready to grow and markets are ready to consume. What’s missing, he says, are “clearer leasing frameworks, single-window approvals, and uniform commercial policies” that make expansion predictable rather than fragmented.

At an industry level, the National Restaurant Association of India has flagged rising cost pressures. NRAI President Sagar Daryani points to Notification No. 09/2024 on reverse charge mechanism for commercial leases, stating that it has increased costs for smaller restaurants and MSMEs. The association is calling for its review, along with reinstatement of the SEIS scheme, targeted subsidies on essential inputs, better access to debt financing, and industry status for food services. Daryani also reiterates the long-standing demand for a dedicated food services ministry to support growth, sustainability, and employment across the sector.

Together, these perspectives reinforce a consistent message to policymakers: food service and hospitality do not need incremental tweaks in Budget 2026. They need clarity, correction, and commitment to convert demand momentum into durable, nationwide growth.

What the Food Ecosystem’s Enablers Expect from Budget 2026

Beyond the food and beverage industry, the ecosystem that enables it—from protein innovation and logistics to energy infrastructure—is also lining up clear asks from Union Budget 2026. These solution providers argue that India’s next phase of food-sector growth will hinge on integrated policy support for technology, sustainability, and large-scale infrastructure.

At the intersection of food, science, and sustainability, Sneha Singh, Managing Director at GFI India, positions smart proteins as a strategic priority. With demand rising for affordable, high-quality nutrition, she says the budget must reduce capital risk through public–private partnerships and institutional procurement pilots to help alternative proteins reach price parity and scale. Singh also calls for deeper investment in agricultural R&D for underutilised pulses and indigenous crops, alongside dedicated processing infrastructure for plant-based value chains to lift farmer incomes. Linking food innovation to India’s broader bioeconomy ambitions, she notes that sustained funding under the BioE3 policy and RDI Fund—especially for shared biomanufacturing infrastructure, Bio-AI, and workforce skilling—could accelerate India’s path to a $300 billion bioeconomy and position it as a global hub for next-generation proteins.

Logistics players, meanwhile, are focused on execution and efficiency. Dipanjan Banerjee, Chief Commercial Officer at Blue Dart, says Budget 2026 must build on PM Gati Shakti by prioritising seamless physical and digital integration across air, road, rail, and multimodal corridors. Reducing dwell times, simplifying customs, and enabling smoother intermodal transfers, he argues, are critical to lowering logistics costs to global benchmarks—especially as India scales exports and e-commerce simultaneously. Banerjee also flags cross-border e-commerce reforms for MSMEs, cleaner mobility incentives, and faster adoption of EVs and Sustainable Aviation Fuel as essential to future-proof logistics while meeting climate goals.

A similar technology-first view comes from Dhruv Taneja, Founder and Global CEO of MatchLog, who stresses the need for digital innovation in inland container logistics. He points out that incentives for AI-driven freight platforms, EV trucking corridors, and multimodal hubs under Gati Shakti can cut empty miles by up to 15 percent, reduce emissions, and improve asset productivity. To scale such efficiencies nationally, Taneja calls for budgetary support for technology-led freight networks, shared inland infrastructure near industrial clusters, and end-to-end digital documentation to ease port congestion and accelerate turnaround times.

Energy infrastructure, a critical but often invisible enabler, also features prominently. Satyen Mamtora, CEO and Managing Director at Transformers and Rectifiers (India) Ltd., says India’s energy transition will require a stronger, more resilient grid. Ahead of Budget 2026, he is looking for faster approvals, a single-window mechanism to address right-of-way delays, and increased support for energy storage to enable large-scale renewable integration. A consistent policy push on grid modernisation and indigenous manufacturing of transformers and storage systems, he adds, will be key to energy security, competitiveness, and clean energy goals.

Taken together, solution providers are delivering a unified message: Budget 2026 must move beyond sector-specific incentives and invest in the connective tissue of the economy. Technology, logistics, energy, and sustainable innovation are no longer support functions—they are central to how India’s food, manufacturing, and export ambitions will be realised.

Conclusion

As Budget 2026 approaches, the conversation has moved decisively forward. The issue is no longer sector recognition, but policy depth and execution: further GST rationalisation, clarity on input tax credit, faster single-window clearances, and sharper incentives that translate intent into scale. Budget 2025 laid the foundation. Budget 2026 will determine whether India’s food and hospitality sectors merely consolidate or decisively accelerate.

The post The Food Economy Lens for Budget 2026 appeared first on Business of Food.

Blinkit has already removed the “10-minute delivery” tagline from its branding, changing its messaging to longer-form delivery claims. Zepto and Swiggy’s Instamart are expected to follow suit in the coming days as part of the industry response to the government’s guidance.

The directive comes after nationwide gig worker protests and industry scrutiny over the pressures ultra-fast delivery targets can place on riders, including unsafe road behaviour and high stress levels. Worker unions have welcomed the intervention as a step toward better work conditions. Analysts note that while branding changes are underway, the core quick-commerce value proposition of rapid, proximity-based fulfilment is expected to persist, with limited impact on underlying business models.

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Industry observers note that bringing payment flows in-house gives platforms greater control over the transaction experience, improves data capture on user behaviour, and could reduce dependency on third-party providers, supporting faster, more reliable checkout and potentially boosting order completion rates. Zepto’s move comes amid broader efforts by delivery and quick-commerce players to tighten the payments layer as competition intensifies.

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Workers and unions (notably the Telangana Gig and Platform Workers Union and Indian Federation of App-Based Transport Workers) say conditions in the gig economy have deteriorated, pointing to:

• Long hours with limited rest and inadequate safety gear
• Declining pay and opaque wage structures
• Unsafe delivery targets, including “10-minute delivery” models
• Arbitrary account blocking without due process
• Lack of social security, health coverage, and basic labor protections

The coordinated strike risks significant disruptions to delivery services across food tech, quick commerce, and e-commerce platforms during two of the busiest periods of the year. Cities have already reported interruptions in services on Christmas Day, with broader impacts possible on New Year’s Eve if participation remains high.

The action reflects mounting tension between platform companies — whose business models rely on large fleets of contract gig workers — and those workers seeking fair compensation, safer conditions, and regulatory oversight.

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SuperYou’s debut year has been defined by insight-led innovation and category-first thinking. From launching its best-selling Protein Wafers, followed by Multigrain Chips, Fermented Yeast Protein Powders, and by popular demand, Mini Protein Wafers – every innovation has been designed around what Indian consumers truly want. By adding fun to functional protein, both through playful, accessible formats and a refreshing approach to how protein is talked about, SuperYou is redefining how everyday nutrition fits into modern lifestyles. The brand’s expanding retail footprint now spans over 4,500 modern trade and general trade outlets across metros and Tier-2 cities, alongside a strong online presence on leading e-commerce and q-commerce platforms, including Amazon, Flipkart, Blinkit, Swiggy Instamart, and Zepto, as well as its own D2C store.

Speaking on this milestone, Ranveer Singh, Co-founder, SuperYou, said, “SuperYou stands for what I believe in, balance, joy, and authenticity. In India, where nutrition often takes a back seat, we’re making everyday choices matter by reimagining how people track their intake and enjoy protein, seamlessly. Because we believe in protein for everyone. From protein snacks to powders, our mission is simple – purposeful, tasty options that fit into your daily life and help celebrate your progress. After one year, this feels like just the start, we’re building a movement for the best version of you.”

Nikunj Biyani, Co-founder, SuperYou, added, “SuperYou was created for the modern Indian who doesn’t see health and indulgence as opposites. Over the past year, we’ve seen an incredible cultural shift, people want snacks that taste great and make them feel good. In India, where nearly 70% of the population is protein-deficient, our mission has been to make protein exciting, approachable, and a part of daily life, not just gym life. Every innovation we’ve launched comes from deep listening to our consumers, understanding their needs, and building products that reflect their lifestyle. The growth we’ve seen only reaffirms that India is ready to snack smarter.”

On the digital front, SuperYou has built a powerful community of health-conscious snackers. Its campaigns and influencer partnerships have generated widespread online engagement, underscoring the brand’s strong resonance among younger, lifestyle-driven audiences.

Looking ahead, SuperYou is now gearing up for its next growth phase. With the ambition to become a Rs. 1,000 crore brand in the next two to three years, the business is investing around Rs. 40–50 crore in R&D to scale its innovation engine and strengthen its leadership in the category. With its consumer-first philosophy and technology-led protein innovation, SuperYou aims to continue leading India’s “better-for you” food movement, while cementing its position as the go-to brand for functional, flavour-first snacking.

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Aadit Palicha, CEO & Co-founder, Zepto, shared, “This financing is a reflection of our team’s execution to grow the business rapidly while consistently building operating leverage. We now have approximately $900M of net cash in bank and more than well-capitalised for the future.”

Vivek Subramanian shared, “Zepto scaled order volume 200% over the past 18 months and was still able to consistently turn more and more of their stores profitable even as they invested in growth. That performance, and the $500B+ Indian Grocery opportunity, gave us conviction that Zepto is building a generational consumer internet company.”

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uperYou Minis, available in convenient 20g packs, were created in direct response to this feedback, offering a smart, indulgent, and portable snacking solution that meets these evolving needs, while also adding fun to functional snacking.

Nikunj Biyani, Co-founder, SuperYou, shared, “At SuperYou, we’ve always believed protein doesn’t have to be boring. Our protein wafers became such a go-to snack, and with Minis, we’re just taking that idea a step further. It’s a new format that brings indulgence, health, and convenience together in one pocket-sized treat – proving that nutrition can come in small, joyful bites!”

Ranveer Singh, Co-founder, SuperYou, added, “Snacking is such a big part of our culture, and honestly, who doesn’t love a light, crunchy, chocolatey wafer? Now imagine these incredible new flavours with a protein hit, but in a smaller bite sized format. For us, this launch is opening a new snacking moment, and bringing us closer to our vision of making protein just as exciting for everyone!”

Each SuperYou Protein Wafer Mini delivers 5g of protein in under 100 calories, made with wholesome ingredients like atta, jowar, and a unique blend of fermented yeast protein, with no added sugar or palm oil. Pocket-sized and protein-packed, Minis prove that big nutrition can come in small, joyful bites. Whether at work, on a road trip, catching a flight, or simply craving a mindful snack, Minis make it easy to enjoy better-for-you choices without compromise. 

SuperYou Protein Wafer Minis are now available on the SuperYou website and all major delivery platforms, including Amazon, Flipkart, Blinkit, Instamart, and Zepto, as well as select modern and general trade stores across the top ten cities in India.

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This year, sellers on Zepto witnessed a remarkable spike in purchases on the platform for key festive items compared to last year:

• Decorative Lights: 14.15x
• Chunri: 13.61x
• Betel Nut: 6.82x
• Gulab Jamun: 6.65x
• Rangoli & Rangoli Stencils: 3.79x

On the day of Ganesh Chaturthi, Zepto sellers witnessed a surge in sweet sales during specific peak hours. Laddus saw their highest demand between 10 AM and 11 AM, with Bengaluru selling 3.56 times more than Mumbai during this window. Modaks also peaked in the same hour, with Mumbai contributing a remarkable 36.9% of the total platform modak sales. Meanwhile, Pedas reached their peak at 11 AM, where Bengaluru outperformed other cities by 2.11 times, reaffirming its sweet tooth dominance this festive season.

The festive showdown played out across cities across sellers, with each embracing unique traditions and preferences:

• Modaks: Bengaluru led initially, before Mumbai surged ahead a day later, selling 2.7x more modaks than Hyderabad.
• Ganesh Idols: Bengaluru remained the undisputed leader, followed by Hyderabad and Mumbai.
• Durva Grass: Mumbai emerged as the top buyer, selling 1.7x more than Hyderabad.
• Modak Moulds: Bengaluru led for most of the period, but Mumbai overtook towards the end, outselling both Bengaluru and Hyderabad.
• Laddus: Bengaluru stood out again, selling 2.3x more than Mumbai.
• Pedas: Hyderabad held the lead until August 24, after which Mumbai took over, but Bengaluru still dominated overall with 2.2x higher sales than Mumbai.

With lightning-fast delivery and curated assortment of festive essentials – from eco-friendly idols and pooja items to mithai and décor – Zepto continues to make Ganesh Chaturthi celebrations more joyful, convenient, and rooted in tradition.

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Announcing the launch on LinkedIn, Zepto cofounder and CEO Aadit Palicha stated, “Today, we’re formally announcing the launch of Zepto Pharmacy – Medicines delivered in 10 minutes! Over the past 12 months, the team has worked tirelessly to perfect the customer experience, supply chain, and compliance at a small scale, and we want to grow it steadily from here. Our objective is to keep operational standards extremely high and not scale too rapidly, given the complexity of this category.”

Palicha emphasised that the company’s priority is to maintain quality and compliance while gradually expanding, noting that the service has the potential to “seriously improve the lives of millions of customers across the country.”

With this move, Zepto is extending its rapid delivery model—originally built for groceries—into the highly regulated pharmacy segment, positioning itself against established players such as Tata 1mg, PharmEasy, and Apollo 24/7. The company aims to leverage its quick commerce infrastructure to make essential medicines more accessible during urgent situations.

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