Brands
CenturyPly puts consumers in the driver’s seat
MUMBAI: Knowledge is power, and CenturyPly just handed the keys to consumers. In a first for India’s building materials sector, CenturyPly has launched Jaaniye Phir Chuniye, a knowledge-driven campaign designed to simplify choices in a notoriously complex category. Central to the initiative is Advisir, India’s first consumer education mascot in the industry, tasked with guiding homeowners, architects, designers, and trade professionals through the maze of plywood and interior materials.
The campaign also introduces a direct customer helpdesk at customerhelpdesk@centuryply. “An informed consumer is a powerful consumer,” said CenturyPly. “With Jaaniye Phir Chuniye, we are bridging the knowledge gap in interiors and empowering people to make choices with clarity and confidence.” This initiative builds on CenturyPly’s legacy of consumer-first practices, including the CenturyPromise app for product authentication, 48-hour customer service, and a robust ecosystem connecting users with architects, designers, carpenters, contractors, and dealers.
By putting education at the centre of its narrative, CenturyPly is not just leading the market, it’s reshaping what leadership in the building materials sector should look like, transparent, responsible, and empowering.
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.
