MAM
Kaizzen adds fizz to IBA’s communication strategy
MUMBAI: Kaizzen is set to add some serious sparkle to India’s beverage story. The Indian Beverage Association (IBA), the apex body representing non-alcoholic drink companies, has appointed Kaizzen as its strategic communications partner for public relations and advocacy.
The partnership will see Kaizzen drive integrated communication efforts to strengthen IBA’s narrative across public, media, and policy circles. The focus will be on promoting transparent, science-led discussions on nutrition, sustainability, and responsible consumption while highlighting the industry’s growing contribution to India’s economy, innovation, and jobs.
Kaizzen founder and chief executive officer Vineet Handa said, “We are pleased to win the trust of the Indian Beverage Association, which represents one of India’s most dynamic consumer sectors. A 2021–22 ICRIER study shows this sector contributes 13 per cent of India’s exports and 6 per cent of industrial investments. Our goal is to strengthen IBA’s voice through informed conversations around the beverage industry.”
Kaizzen will design and execute a holistic PR and advocacy plan covering stakeholder engagement, thought leadership, and digital communication to position IBA as a key voice in India’s growth narrative.
The partnership adds another feather to Kaizzen’s cap as it expands its footprint across corporate, FMCG, and public affairs domains, solidifying its place among India’s most trusted communication consultancies.
Brands
Zepto names Saurabh Kabra vice president for non-trade advertising
Former blinkit and ITC executive to drive Zepto’s ad-led growth
BENGALURU: Zepto has elevated Saurabh Kabra to vice president—non-trade advertising, partnerships and catalogue, underscoring the quick-commerce firm’s push to deepen high-margin revenue streams beyond deliveries.
Based in Bengaluru, Kabra will lead the strategic expansion of Zepto’s advertising and partnerships ecosystem. He was previously senior director and head of the non-trade advertising business, where he played a central role in building the company’s ad-led monetisation playbook.
Since joining Zepto, Kabra has worked closely with the chief executive’s office on strategic initiatives, contributing to the company’s rapid scale-up in India’s intensely competitive quick-commerce market. His elevation comes as platforms increasingly court brand advertising to steady margins and diversify revenue.
Before Zepto, Kabra held senior growth roles at Blinkit, serving as associate director of growth and city CEO for Hyderabad, where he led regional expansion and operational scaling.
Earlier in his career, he spent several years at ITC Limited, managing brands such as Classmate and Paperkraft and overseeing sales operations in the personal care business. He is an alumnus of Indian Institute of Management Calcutta.
Industry executives view the appointment as a clear signal that Zepto is sharpening its focus on advertising, partnerships and catalogue-led monetisation: areas increasingly discussed by investors as critical to improving unit economics in quick commerce.
