In March this year, snack brand Lays, from the Pepsico stable, launched Pilla Tortilla in Madrid, an eatery serving traditional Spanish tortillas using the brand’s crisps as a core ingredient. In April this year, it opened Lay’s Potato Restaurant in Shanghai, in the Xintiandi lifestyle district, offering potato-inspired dishes, fashion collaborations and exclusive merchandise. According to VML Intelligence, snack brands searching for growth outside retail shelves are increasingly vying for a share of the consumer’s weekend by investing in restaurants. Haldiram’s, in India, is a veteran in that concept and has recently expanded into London with a 120-seat eatery.

Tuning in free

Despite music being among the most consumed forms of digital entertainment in India, paid music streaming remains significantly underpenetrated, according to a report by EY and the Indian Music Industry (IMI), titled ‘How India listens, streams and pays for music’. It estimates India had about 14 million paid music subscriptions in 2025 and this could touch 28–30 million by 2028, supported by product innovation, partnerships and evolving consumer preferences. The report, surveying about 15,000 smartphone users across India, found a substantial gap between consumption and monetisation. While 86 per cent pay for video OTT services at some point, only 38 per cent pay for a music streaming service.

Published on July 27, 2026