MAM
AIDA appoints Bharati Balaji as Deputy Director General
Seasoned policy and legal expert joins apex body for ethanol and distillery sector.
MUMBAI: When the spirits industry needs a steady hand at the wheel, it has just found one with serious horsepower and over 25 years of experience to boot. The All India Distillers’ Association (AIDA) has appointed Ms Bharati Balaji as its new Deputy Director General. Balaji brings more than 25 years of diverse experience spanning legal practice, corporate roles and policy advocacy in industry associations.
She began her career at the Supreme Court of India, practising for nearly five years, before moving into the corporate sector. Prior to joining AIDA, she spent over a decade with the Indian Sugar Mills Association (ISMA), where she joined in 2012 as Deputy Head. She played a key role in establishing ISMA’s bio-energy arm, the Indian Sugar & Bio-Energy Manufacturers Association, and later rose to Director, handling policy formulation, strategic initiatives and legal compliance. She also served as acting head of ISMA for three months during a leadership transition.
Earlier in her career, Balaji worked with The Times of India group as manager for legal for five years and later led the Contract Sourcing & Negotiation team at Microsoft, gaining international exposure in corporate governance and team management.
Vijendra Singh, President of AIDA, welcomed the appointment: “We are delighted to welcome Ms Bharati Balaji to AIDA’s leadership team. Her strong background in policy advocacy and regulatory affairs will be invaluable as we continue to strengthen the ethanol, sugar, and potable alcohol sectors.”
Kushal Mittal, Vice President of AIDA, added that the appointment comes at a crucial time as the government focuses on energy security and biofuels. “AIDA remains committed to addressing the evolving landscape of the ethanol, sugar, and potable alcohol sectors, while deepening policy engagement and driving sustained industry growth,” he said.
AIDA is India’s apex body representing both grain-based and molasses-based ethanol manufacturers as well as potable alcohol producers. It works closely with stakeholders on ethanol blending, farmer welfare, energy security, sustainability and future fuel technologies.
From Supreme Court chambers to shaping policy in the sugar and bio-energy space, Bharati Balaji has distilled a formidable career and now she’s set to add real strength to India’s distillery ecosystem.
MAM
One Hand Clap acquires Agenseed to enter distribution space
Creative agency expands into full-stack services with strategic buyout.
MUMBAI: One Hand Clap has decided to stop just clapping for great ideas now it wants to make sure they actually travel. The leading new-age creative agency and production house has acquired Agenseed, a seeding and distribution firm, marking its formal entry into the distribution segment. The move is aimed at expanding its role across the entire marketing value chain and unlocking new growth opportunities.
One Hand Clap expects the new distribution vertical to contribute up to 15 per cent of its overall revenues over the next 12–18 months, signalling a clear strategic shift beyond pure creative services.
Agenseed, founded by Monish Hardasani and Akram Malik, will function as the agency’s dedicated distribution arm. This acquisition strengthens One Hand Clap’s position as it aims to become a full-stack creative and distribution company in India’s rapidly growing digital advertising market.
With over 90 million posts shared daily on Instagram and brands allocating 25–35 per cent of their digital budgets to distribution and creator-led reach, amplification has become critical to campaign success. By integrating distribution early into the creative process, the agency hopes to help campaigns gain stronger cultural traction and momentum.
One Hand Clap founder Aakash Shah said, “The future of advertising is not just about executing great ideas, but about placing them intelligently. By owning both storytelling and distribution, we can drive greater impact for brands while opening up new revenue streams.”
Agenseed co-founder Monish Hardasani added, “The future belongs to ideas designed to travel. This partnership allows us to integrate distribution thinking at the source.”
Founded in 2019 by former AIB leaders Aakash Shah and Naveed Manakkodan, One Hand Clap has worked with major brands including Swiggy, Google, Netflix India, Crocs, Duolingo, CRED, Bumble, BGMI and Chetak. The agency also secured investment from Zerodha co-founder Nikhil Kamath last year.
In an increasingly fragmented attention economy, this acquisition reflects a broader industry shift where agencies are building end-to-end capabilities to stay competitive. One Hand Clap is clearly clapping louder and ensuring its ideas now reach much further.
