Brands
Supertails rolls out wedding-season sale with pets as matchmakers
MUMBAI: Supertails is hitching itself to India’s shaadi season with a racy new campaign, “Hooman Di Wedding Sale”, running from 23 November to 2 December. The digital-first pet care brand is pushing a wedding-themed sale packed with melodrama, humour and pet-first decision-making because in many homes the final say on a rishta comes from the furry family member.
Built on the insight that pet approval is non-negotiable for committed pet parents, the campaign casts pets as the ultimate matchmakers. Its centrepiece is a tongue-in-cheek, Ekta Kapoor-inspired film that opens with a “rishta pakka” scene before being interrupted by the bride’s pets, who storm in to question whether the groom is worthy of becoming their new pawrent. With Supertails treats as his wingmen, he eventually wins them over and proposes not just to the bride but also to her pets, securing a family-wide “yes”.
Each day of the sale mirrors a wedding function, from Daawat-e-Baarat food deals to Band, Baaj, Bling accessories and Healthily Ever After pharmacy offers. Off-platform, the brand is running sharp matrimonial spoofs voiced by its iconic pet aunties alongside the Pet Parent Palooza, a Bengaluru carnival curated with Kaunversations, bringing couples and their pets together to celebrate pet-approved partnerships.
Co-founder of Supertails, Vineet Khanna, says the campaign spotlights how relationships are shaped by the ones waiting at home, our pets, adding that the sale delivers the festive chaos of a wedding with a reassuring emotional punch.
Founded in 2021 by Varun Sadana, Aman Tekriwal and Khanna, Supertails offers veterinary consultations, behavioural training and pet essentials via a digital-led ecosystem from its Bengaluru base. With Hooman Di Wedding the brand is betting that India’s booming pet-parenting culture is ready for a dose of romance and a burst of retail therapy.
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.
