Brands
Attrangi appoints Apurv Singh as strategic consultant
MUMBAI: Attrangi is tightening its growth screws. The contemporary jewellery brand has brought in Apurv Singh as strategic consultant, signalling a shift towards sharper marketing discipline as its digital heft collides with an expanding physical footprint.
The appointment comes as Attrangi builds on a sizeable online following—more than 4 lakh followers across social platforms—while operating three experience centres in Mumbai, Chennai and Surat. The brand is now seeking structure as much as speed.
Singh brings over a decade of experience across performance marketing, analytics and brand scaling, working at the intersection of data and storytelling. His track record spans the TATA Group, across brands including Fastrack, Taneira, Titan and Tanishq, as well as Reliance Brands, where he supported premium and luxury labels such as Adidas India, Superdry, Hugo Boss and Hamleys. He has also worked with Godrej Properties and collaborated with platforms including Spotify India, Amazon India and Amazon UAE.
Beyond boardrooms, Singh commands an audience of his own. He has built a digital following of more than three lakh on Instagram, sharing insights on marketing and growth—an overlap that fits neatly with Attrangi’s digital-first ambitions.
His brief is advisory rather than operational. Singh will work closely with the founders on marketing direction, growth strategy and performance measurement, leaving execution to internal teams and partners.
“As we scale, clarity matters as much as creativity,” said Vidushi Jain, co-founder of Attrangi, pointing to the need to grow without diluting the brand’s design-led identity. Saloni Shah, co-founder, said Singh’s ability to balance numbers with narrative made him a natural fit at this stage.
For Singh, the appeal lies in intent. He cited the founders’ focus on disciplined, purpose-led growth and a clear long-term vision.
Attrangi, founded by Jain and Shah, blends Indian craftsmanship with contemporary design, offering jewellery that moves easily from statement pieces to everyday wear.
With structure now joining style, the brand is betting that measured growth can be just as bold.
Brands
Kansai Nerolac tests paint in stratosphere for durability proof
Excel Everlast sent to 86,000 ft, survives -64°C and extreme UV exposure
MUMBAI: If walls could talk, this one would say it’s been to space and back. Kansai Nerolac has taken product testing to dizzying new heights quite literally by sending its exterior paint into the stratosphere in a bid to prove durability beyond the lab. In what the company calls a first for the Indian paint industry, a stratospheric balloon carried a payload coated with its Excel Everlast paint to an altitude of 86,000 feet above Earth. Up there, conditions are less “extreme weather” and more “near space”: temperatures drop below -64°C, ultraviolet radiation hits unfiltered, and atmospheric pressure is only a fraction of what it is at sea level.
Most materials struggle to survive such a hostile environment. This one didn’t. According to the campaign, the painted surface returned intact no visible damage, no compromise effectively turning a marketing claim into a high-altitude experiment.
The initiative, conceptualised by ULKA, moves away from simulated lab tests to something far more theatrical and verifiable. The campaign film documents the entire journey, positioning the exercise as proof rather than promise.
The test also doubles as a showcase for the Excel Everlast range, which includes features such as nano-silica-based protection, 30 per cent higher toughness and crack-bridging capability, along with a 20-year warranty claims now dramatised under conditions few buildings will ever face.
For Kansai Nerolac, the stunt is less about spectacle and more about signalling intent: in a category often dominated by functional messaging, it’s an attempt to turn durability into something tangible and memorable.
Because when your paint survives near-space, the neighbourhood monsoon suddenly feels like a very small test.
