Brands
Spark Eighteen acquires Voice AI startup JAM to boost capabilities
Deal brings voice tech edge as studio bets big on AI-led product growth
NEW DELHI: Spark Eighteen has acquired JAM, a Voice AI startup focused on building intelligent voice agents, in a move aimed at strengthening its capabilities in the fast-evolving artificial intelligence space.
Founded by Aayush Narang, Spark Eighteen has positioned itself as a global technology partner with a team of over 200 engineers, building digital products for startups and enterprises, particularly in the US market. The company operates a venture-building arm, Spark Eighteen Studio, alongside its investment vertical, Aay Capital, which backs early-stage startups.
JAM, founded by Ashish Khurana and Akshay Dewan, brings expertise in deploying scalable, human-like voice AI systems across use cases such as customer support, operations and workflow automation. Both founders were early team members at Zomato and Hyperpure, adding operational depth to the venture.
As part of the acquisition, Akshay Dewan will join Spark Eighteen as vice president of product and business operations, bringing experience in product strategy and scaling operations. Meanwhile, Ashish Khurana, who previously held leadership roles including senior director of engineering at Yubi and head of engineering at Zomato, will exit the company following the completion of the deal.
The acquisition will see JAM integrated into Spark Eighteen Studio, where it will contribute to building and scaling new AI-driven products, particularly in the voice interface layer, an area gaining traction as businesses look to simplify interactions with customers and systems.
Commenting on the move, Spark Eighteen founder Aayush Narang said, “Voice is emerging as a dominant interface in how businesses interact with customers and systems. JAM brings a strong foundation in this space, and together we aim to accelerate the adoption of intelligent, scalable voice solutions globally.”
Echoing this sentiment, JAM co-founder Ashish Khurana said, “We’ve always believed voice AI will fundamentally reshape user experiences in the tech and digital space. By joining Spark Eighteen, we are set to scale capabilities, talent and deploy faster across global markets.”
With this acquisition, Spark Eighteen is doubling down on its AI-first strategy, combining product engineering, venture building and investment under a unified ecosystem. As voice continues to gain ground as the next big interface, the deal positions the company to stay ahead in a rapidly shifting digital landscape.
Brands
Britannia 5050 expands premium range with caramel dipped sandwich
New launch blends 50 per cent crunch and 50 per cent melt amid premium snack shift
MUMBAI: It’s not just crunch time anymore, it’s crunch meets caramel curtain call. After more than three decades of owning the sweet-salty sweet spot, Britannia’s 5050 is now leaning into indulgence, adding a caramel twist to its evolving playbook. The brand has introduced the Britannia 5050 Caramel Dipped Crunchy Layered Sandwich, extending its recently launched premium “dipped” range that began with its cheese variant earlier this year.
At the heart of the new offering is a familiar equation with a richer finish 50 per cent crunch and 50 per cent melt reimagined through a caramel-forward profile. The product combines layered, baked crispiness with a smooth caramel coating, tapping into a noticeable shift in how India snacks today.
That shift is less about choosing between textures and more about having both. As consumer preferences tilt towards premiumisation, “melt-in-the-mouth” experiences are increasingly complementing traditional crunchy formats. Add to that the rising popularity of caramel across both Western-style treats and Indian taste adaptations, and the timing begins to make sense.
The result is a deliberately engineered “crunch-to-melt” transition, a multi-sensory bite designed to turn routine snacking into something a little more indulgent. It is also a clear signal of how legacy brands are reworking familiar formats to stay relevant in a market that now expects novelty as much as nostalgia.
Britannia vice-president for marketing Siddharth Gupta pointed to this evolving behaviour, noting that the brand is pushing the 5050 idea beyond flavour into texture. The move, he said, reflects a broader attempt to align with changing consumer expectations while strengthening its position in the premium snacking segment.
The caramel and cheese dipped variants are currently available across select cities through retail outlets and quick commerce platforms, marking Britannia’s continued push into high-frequency, high-indulgence snacking occasions.
If the original 5050 was about balance, this new chapter is about contrast with a glossy caramel finish.
