Brands
Sotrue partners Swiggy Instamart to expand beauty delivery across India
Quick commerce tie up aims to bring skincare and makeup to users faster
MUMBAI: Sotrue has partnered with Swiggy Instamart to expand the availability of its beauty and skincare products across India, strengthening the brand’s omnichannel retail strategy.
Through the partnership, Sotrue products will be accessible to millions of Instamart users seeking quick and convenient delivery of everyday essentials, including last minute makeup buys, skincare refills and impulse beauty purchases.
The collaboration gives Sotrue access to Instamart’s wide network across major metropolitan centres and emerging tier one markets. This reach allows the brand to connect directly with urban, digitally savvy consumers who are increasingly turning to quick commerce platforms for speed and convenience.
For Sotrue, the move also complements its existing direct to consumer and marketplace presence. The brand expects improved visibility through in app discovery, search results and category browsing on Instamart’s platform.
Sotrue founder Gautam Khosla, said the partnership marks an important step in expanding the brand’s footprint. “We are excited to launch Sotrue on Instamart. Speed, convenience and reliability are critical for today’s beauty buyer, and quick commerce is becoming a key part of that experience. Instamart allows us to deliver beauty solutions to consumers exactly when they need them,” he said.
Beyond wider reach, the partnership is also expected to drive more frequent purchases among quick commerce shoppers. Faster access to products could encourage higher trial rates for new launches, shorter repurchase cycles and larger basket sizes.
Instamart’s network of dark stores also allows the brand to reach residential clusters and urban neighbourhoods rapidly, reducing the logistical hurdles typically associated with expanding through traditional retail.
The beauty category has been gaining traction on quick commerce platforms as consumer buying habits evolve. Impulse purchases, social media driven discovery and experimental shopping are increasingly shaping how customers explore skincare and cosmetics online.
Positioned as an affordable premium brand with a focus on ingredient transparency and dermatologist inspired formulations, Sotrue aims to strengthen its presence in the quick commerce ecosystem while making high quality beauty products easier to access for consumers across India.
Brands
Amagi unveils AI tool to automate artwork for global streaming
New engine turns video into ready-to-use artwork across formats fast
MUMBAI: Amagi has introduced an AI-powered artwork engine designed to take one of streaming’s most tedious tasks off human hands: resizing and reworking visuals for every platform imaginable.
Part of its Amagi Now platform, the new feature uses the company’s Amagi Intelligence layer to transform raw video into fully formatted, platform-ready promotional artwork in a single workflow. In an industry where one title may need dozens of visual variants for Fast, OTT, connected TV and social media, the promise is simple: less manual grind, more creative breathing room.
Instead of starting with templates, the system begins with the content itself. It scans video frames, picking up cues like composition, emotion and narrative context to identify the one image that best captures the story. That chosen frame becomes the foundation for everything that follows, with editorial teams stepping in only to review and fine-tune.
From there, the engine gets to work. A single approved image is automatically adapted into multiple formats, from widescreen to vertical and everything in between, while preserving framing and complying with platform-specific layout rules. The result is a neat trick: consistency without compromise, and speed without chaos.
Crucially, the entire process stays within the Amagi ecosystem. Teams can add logos, overlays and title treatments directly inside the platform, while built-in controls ensure every change is tracked and approved without endless back-and-forth.
For media companies juggling global distribution, the implications are significant. Artwork that once took days can now be turned around in minutes, cutting down on repetitive tasks, rejection cycles and operational overheads.
Amagi co-founder and chief technology officer Srividhya Srinivasan, said the move is about more than efficiency. As the number of platforms multiplies, she noted, the final step of getting the right visual in the right place has become a bottleneck. By teaching AI to understand the “soul” of a story, the company aims to free up creative teams while keeping storytelling intact.
The feature is already available to Amagi Now users, with a broader rollout planned from the second quarter of 2026.
