MAM
Sugar Free signs on Akshay Kumar as its new brand ambassador
MUMBAI: Bollywood actor Akshay Kumar is the latest celebrity roped in to endorse Sugar Free, in a new high-energy campaign. With this, Sugar Free seeks to make a huge impact amongst the fitness-conscious, convincing them to take the first step to a healthier lifestyle.
Zydus Wellness MD Elkana Ezeikel said, “Akshay is known for his fitness and for leading an active and disciplined life. We see him as a perfect fit as brand ambassador for Sugar Free, which helps you cut down on those unwanted calories, thereby helping you keep light, fit and active.”
Sugar Free offers sugar substitutes for a variety of usage occasions through its portfolio of sub brands – Sugar Free Gold, Sugar Free Natura, and Sugar Free Herbvia which come in pellets, sachets, liquid and powder formats.
Building on the new brand positioning for Sugar Free, ‘Live Life Kuch Zyaada‘, Akshay Kumar will be leveraged in a highly visible multi media campaign across India. Sugar Free is a flagship product of Zydus Wellness Ltd, which markets other well-known brands – Everyuth, Nutralite and ActiLife.
Brands
Safex Group appoints Richa Malhotra as group chief financial officer
Former Standard Chartered executive to steer finance
NEW DELHI: Safex Chemicals has appointed Richa Malhotra as group chief financial officer, strengthening its leadership team as the company prepares for the next phase of expansion in specialty chemicals and global agrochemicals.
In her new role, Malhotra will lead the group’s financial strategy, capital architecture and governance framework as Safex scales operations across multiple verticals including branded formulations, specialty chemicals and contract manufacturing.
A chartered accountant and graduate of Shri Ram College of Commerce, University of Delhi, Malhotra brings more than two decades of experience in business finance, strategic planning, corporate banking and client management.
Before joining Safex, she served as executive director, financial markets at Standard Chartered, where she led teams across India and Sri Lanka and worked closely with large corporates, global subsidiaries and commercial banking clients. Her expertise includes capital structuring, treasury operations, risk management and financial markets led financing solutions.
Safex Group promoter director and joint managing director Piyush Jindal, said the appointment comes at a pivotal time for the company. “Safex stands at an inflection point as we build an integrated platform across branded formulations, specialty chemicals and contract manufacturing. Richa’s experience across global financial institutions will strengthen our financial discipline and help unlock value across the group,” he said.
Malhotra said she was looking forward to contributing to the company’s next chapter of growth. “Safex has built a strong reputation over 35 years with its focus on integrity, innovation and agricultural insight. I am excited to be part of the organisation as it expands its footprint in India and global markets,” she said.
The appointment comes as Safex continues to strengthen its financial foundations and scale operations internationally, positioning itself for future growth milestones.
