The Indian Beverage Association (IBA), the leading industry body representing India?ÇÖs non-alcoholic beverage sector, has appointed Cumulus as its official communications and public relations partner. This appointment aims to amplify IBA?ÇÖs industry presence, creating greater public engagement, and support its advocacy initiatives. The Indian Beverage Association serves as a collective voice for players in the non-alcoholic beverage sector including producers of carbonated drinks, juices, bottled water, and dairy-based beverages advancing the industry?ÇÖs interests and promoting best practices. Cumulus will spearhead a comprehensive national campaign positioning IBA as the definitive voice for the sector?ÇÖs stakeholders, including manufacturers, producers, and policymakers alike while highlighting IBA's dedication to addressing industry challenges and leveraging growth opportunities. Commenting on the agency?ÇÖs appointment, Secretary General, Indian Beverage Association (IBA), JP Meena said "The non-alcoholic beverage sector is a key contributor to India?ÇÖs economic growth and innovation landscape today - it is poised to make India a global hub. We believe that the time is right to enhance our efforts towards strategic communication with our stakeholders and drive awareness. Following a multi-agency pitch exercise, we found team Cumulus to be the right partners who share our sensibilities and long-term approach. We are assured that Cumulus?ÇÖ expertise in creating impactful dialogues will make our communications outreach effective." On this prestigious win, Reena Sharma, CEO - Cumulus said, "Partnering with the Indian Beverage Association marks a proud and exciting new chapter for us. This win is a fantastic opportunity for us to learn from the best of industry experts and bring the non-alcoholic beverage industry?ÇÖs vision to life with a compelling narrative that celebrates its present impact and its tremendous future potential." Aligned with IBA's commitment to shaping impactful policies, Cumulus will work to enhance the association?ÇÖs reputation as a trusted industry advocate and a driver of sustainable growth within the sector.

Orchid Pharma (NSE/BSE), Chennai-based, leading pharmaceutical company catering across the pharmaceutical value chain (discovery to delivery) with expertise in R&D and marketing, has appointed Gurgaon-based Cumulus Public Relations as its official communications partner.  After almost 2 decades of a strong, multi-therapeutic presence in the domestic market, across segments, primarily famous for its Cephalosporins, Orchid pivoted to focus on bulk Active Pharmaceutical Ingredients (API) business in recent years.  Orchid?ÇÖs global reach extends beyond the 50 pharmaceutical companies in India, through alliances and partnerships with globally reputed majors. Orchid is, till date, the only Indian Pharmaceutical company to have invented a New Chemical Entity (NCE), which was recently approved under the New Drug Application (NDA) process by USFDA, and also by European Authorities.Having established its credentials in research, manufacturing, and marketing, and armed with infusion of funds from its new owners (Dhanuka Laboratories, of the Dhanuka Group), Orchid Pharma is poised re-enter the domestic formulations market, with a commitment to be a catalyst in addressing the challenges of Antimicrobial Resistance (AMR), a global concern which is particularly acute in India. According to a new WHO report, globally there are estimated 4.95 million deaths per year associated with antimicrobial resistance (AMR). Low and middle-income countries bear the burden of drug-resistant infections. Speaking on the appointment of Cumulus as its communication partner, Mr. Manish Dhanuka, MD - Orchid Pharma, said, ?Ç£Orchid Pharma is on a determined, future-forward path with several significant innovations at play. One of our most strategic, critical priorities is to be a catalyst in bringing multiple industry and community stakeholders together to address the problem of Antimicrobial-Resistance. With the support of a strategic communication specialist like Cumulus, we hope to reshape the narrative within the healthcare ecosystem.?Ç¥ Mr. Rajnish Rohatgi, CEO of the newly formed Orchid AMS division that will focus on domestic formulations market, said: ?Ç£We hope to change the way antibiotics have been sold in India, and focus on promoting rational use, that is aimed at preserving and prolonging the life of the limited numbers of antibiotics that the pathogens have not yet become resistant to. A leading infection control doctor had told me 10 years ago that soon the day will come when a patient going into a hospital would be like a soldier walking into a minefield. He recently told me ?Ç£That day has come?Ç¥. Expressing enthusiasm at the new mandate, Reena Sharma, Chief Executive Officer, Cumulus, said, ?Ç£For storytellers today, there is nothing more fulfilling than crafting a narrative that blends business goals with a powerful purpose ?Çô the Orchid Pharma mandate perfectly embodies this idea. As communications partner to a reputable healthcare company driven by a passionate team, we are eager to create a positive impact that resonates through the healthcare ecosystem.?Ç¥