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Aliens Tattoo launches Cause for the Paws with Peta India
Tattoo chain partners Peta India to fund community cat sterilisation
NATIONAL: Aliens Tattoo has launched Cause for the Paws, a long-term animal welfare initiative, committing 1 per cent of its annual net profits to programmes supporting community cats and dogs across India.
The initiative begins with a partnership with Peta India, under which the tattoo studio chain will support community cat sterilisation and medical care through Peta India’s ongoing programme. The company said the focus is on sustainable population management rather than short-term relief.
Aliens Tattoo said the programme grew organically from daily studio life, where community animals have long been fed, treated and accommodated alongside clients and their companion pets. What began as informal care has now been formalised into a structured social responsibility effort aimed at delivering measurable outcomes.
Under Cause for the Paws, 1 per cent of annual net profits will be allocated to verified animal welfare initiatives, including sterilisation, medical treatment, food support and shelter assistance. The funds will be deployed annually, with the company emphasising transparency, accountability and long-term impact. The current allocation is being directed entirely towards Peta India’s community cat sterilisation work.
“At Aliens Tattoo, art and empathy have always gone hand in hand,” said Aliens Tattoo founder Sunny Bhanushali . “This initiative allows us to turn everyday care into long-term action, using our platform to give back to the community animals who have been part of our journey.”
The launch was marked by a dedicated event attended by members of the animal welfare community, companion animal parents and industry partners. Support for the initiative came from Maneka Gandhi, People For Animals, Heads Up For Tails and Pedigree, among others.
While Peta India is the first partner, Aliens Tattoo said Cause for the Paws has been designed as an open platform, with plans to collaborate with additional verified animal welfare organisations across the country. Future plans include city-level programmes, support for rescue networks and shelters, and annual “Ink for a Cause” campaigns linking tattoo sessions directly to welfare funding.
The company said the initiative reflects a broader shift towards integrating purpose into its creative ecosystem, particularly as more clients choose tattoos to honour or memorialise their animal companions: a trend that has reinforced the emotional connection between art and advocacy.
Brands
ITC Sunfeast Farmlite launches Sugar Free Cookies range
New variants offer guilt-free indulgence for health-conscious snackers.
MUMBAI: ITC Sunfeast Farmlite is sweetening the deal for biscuit lovers who want to have their cookie and eat it too without the sugar. The better-for-you biscuits range from ITC Foods has expanded its portfolio with the launch of an all-new Sugar Free Cookies line, aligning with the company’s vision of ‘Help India Eat Better’. The range is designed for consumers who are rethinking sugar in their daily snacking but refuse to compromise on taste and indulgence.
The collection debuts with two tempting variants: Choco Nut Cookies and Hazelnut & Oats Cookies. Both are a source of protein and contain no trans-fat, while the Hazelnut & Oats variant is also lactose-free.
ITC Ltd. vice president (marketing), biscuits, foods division, Suraj Kathuria said, “At Sunfeast Farmlite, we believe mindful snacking should never come at the cost of indulgence. With this launch, we are catering to the growing need for guilt-free snacking while delivering a rich, satisfying cookie experience.”
ITC Ltd. vice president & head of food sciences for foods division Dr Shantanu Das added, “We have applied robust food science to develop cookies that are sugar-free while preserving the taste and texture consumers love.”
Each cookie comes in convenient single-serve packs to maintain texture and freshness. Both variants are available in 100g packs priced at ₹100 and can be found on quick-commerce platforms including Blinkit, Swiggy Instamart, and Zepto.
In a market increasingly leaning towards healthier choices, ITC Sunfeast Farmlite’s new Sugar Free Cookies prove that cutting sugar doesn’t mean cutting joy. For the health-conscious yet indulgent snacker, this could be the perfect bite-sized solution.
