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
Zydus Wellness expands Ritebite Max Protein into new formats
RTD shakes, ghee jaggery bars and Korean chips target $10–12 bn protein market.
MUMBAI: Protein is no longer just gym talk, it’s making a full-course entry into everyday India. Zydus Wellness Ltd. is stretching its Ritebite Max Protein portfolio across three new formats, signalling a sharper push to turn protein from a niche supplement into a daily habit. The expansion brings ready-to-drink (RTD) protein shakes, culturally rooted ghee jaggery bars, and Korean-inspired protein chips under one umbrella, an attempt to build what the company calls a “multi-format protein ecosystem”. The move targets India’s rapidly expanding protein market, currently estimated at $10–12 billion and growing at a mid-teen CAGR.
The numbers suggest the strategy already has legs. In Q3 FY26, Ritebite Max Protein posted near double-digit EBITDA margins following its acquisition, driven by distribution expansion, product innovation and broader category tailwinds.
At the centre of the rollout is convenience. The newly launched RTD shakes available in Choco Burst and Berry Blush deliver 26 grams of protein per 250 ml serving, designed for on-the-go consumption. Meanwhile, the “Roots” Ghee Jaggery Protein Bars blend traditional Indian ingredients with whey and casein, offering 10 grams of protein and 4 grams of fibre per serving.
But the play isn’t just about nostalgia. On the other end of the spectrum, Korean-flavoured protein chips featuring variants like Hot Chilli, Barbeque and Gochujang tap into global snacking trends. Each 60-gram serving delivers 10 grams of protein and 4 grams of fibre, alongside claims such as no palm oil and gluten-free formulation.
The broader insight is clear: the protein category is fragmenting along lifestyle lines. One cohort is leaning into familiarity and traditional formats, while another is chasing novelty and international flavours. Zydus is betting it can straddle both worlds.
With a nationwide rollout planned across e-commerce and quick-commerce platforms, the company is positioning Ritebite Max Protein not just as a product line, but as a day-long consumption habit, one shake, bar, or chip at a time.
