Brands
Ray-ethnic unveils portraits of purpose celebrating modern womanhood
MUMBAI: Ray-ethnic has launched a new brand campaign titled Portraits of Purpose, celebrating women who define success on their own terms. The initiative features documentary-style portraits and candid conversations with women from diverse walks of life, including creators, entrepreneurs, professionals, caregivers and changemakers.
The campaign focuses on authentic storytelling, capturing women in everyday spaces where they lead, create and persevere. According to Ray-ethnic brand manager Trisha Roy, the project aims to honour intention, courage and authenticity rather than perfection.
Aligned with the brand’s philosophy of mindful fashion, the campaign reinforces Ray-ethnic’s commitment to sustainability, real representation and craft-led narratives. Portraits of Purpose will roll out across the brand’s digital platforms and in-store screens nationwide.
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.
