MAM
Offbeet Media appoints Abhijeet Rathor as chief business officer
Media upstart sharpens monetisation play across content, IP and platforms
MUMBAI: Offbeet Media Group has appointed Abhijeet Rathor as chief business officer, handing a seasoned revenue hand the mandate to turbocharge monetisation across its growing stable of content, intellectual properties and platforms.
Rathor will lead the group’s business charter, overseeing monetisation strategy, commercial partnerships, advertising sales, brand solutions and long-term revenue growth across the portfolio. The move signals a sharper commercial focus as Offbeet scales its IP-led ventures in a crowded digital media market.
The group straddles multiple businesses: Offbeet Studios, its original content and IP arm focused on premium storytelling; 101 India, a platform for creator-led stories; US Premier League, a sports IP recasting cricket for new-age audiences; Zelador, a 360-degree influencer marketing firm; and Offbeet Music, which builds original music IPs and artist-led properties, alongside other emerging bets.
Rathor brings more than two decades of experience across media, entertainment and brand monetisation, with a career built at the intersection of content, commerce and partnerships. He has held leadership roles at The Times of India Group, Star India—now JioStar—and Walt Disney India, working inside large, complex organisations where revenue engines must fire on multiple cylinders. He has also advised content, media and sports start-ups on sales and monetisation strategy.
“As Offbeet continues to scale its content, platforms and IPs, building a strong and future-ready revenue engine is a key priority for us,” said Jaideep Singh, founder, Offbeet Media Group. “Rathor brings a rare combination of deep media experience, strategic thinking and hands-on execution. His understanding of content-led monetisation and his ability to build meaningful brand partnerships make him an invaluable addition to our leadership team.”
Rathor said Offbeet’s mix of authenticity, scale and long-term value made the opportunity compelling. “Offbeet is building some of the most exciting content and IP-led businesses in the country today,” he said. “I look forward to creating strong, sustainable monetisation frameworks that support creative ambition while delivering real impact for partners and brands.”
Known for strong market relationships and an execution-first style, Rathor is expected to anchor Offbeet’s next phase of commercial growth.
The appointment takes effect immediately. In the battle for attention and ad money, Offbeet is making its wager plain: great stories matter, but sharper monetisation wins the marathon.
Brands
Radico Khaitan appoints Kunal Madan as chief marketing officer
Promotions signal focus on premium spirits, global expansion and homegrown leadership
UTTAR PRADESH: Radico Khaitan has elevated two long-serving insiders to its top leadership team, signalling a bold push into premium spirits and global markets. Kunal Madan steps in as chief marketing officer, while Sudhir Upadhyay takes charge as chief sales officer, both part of what managing director Abhishek Khaitan calls a consciously built next-generation leadership bench.
“At Radico Khaitan, our growth has always been powered by people,” Khaitan said. “True leadership is not imported, it is cultivated.” He added that empowering internal talent ensures continuity while keeping the company globally competitive and future-ready.
Madan, with over 20 years of experience across global sales and marketing, will drive brand architecture, marketing strategy, and the premiumisation agenda, including travel retail. Upadhyay, who has 25 years in the industry and was most recently national sales head, will oversee distribution expansion and execution across markets.
The leadership reshuffle comes amid Radico’s intensified focus on premium spirits, a segment driving higher margins and international growth. Last year, Ajay Kakkar was brought on to head the Premium On-Trade vertical, targeting modern and institutional channels to boost presence in high-growth segments.
Meanwhile, Amar Sinha stepped down as chief operating officer after contributing across multiple growth phases. Khaitan acknowledged Sinha’s role in supporting the company’s trajectory, while Sinha described his tenure as “an absolute privilege,” crediting Khaitan’s leadership for shaping the company’s strategic direction.
With a homegrown leadership bench and a clear premium agenda, Radico Khaitan is set to accelerate its global expansion while doubling down on brand elevation and market impact.
