MAM
BasicFirst appoints Ravi Kapoor as head of sales
Mumbai: BasicFirst Inc, a Jharkhand Innovation Lab-selected ed-tech startup, on Tuesday announced the appointment of Ravi Kapoor as head of sales for its India operation.
Kapoor is joining the startup with close to three decades of diverse experience in sales, service excellence, order management, and business operations and will drive the expansion of BasicFirst’s sales team across the country.
“We have had a long-standing relationship with Ravi as one of the key distributors for BasicFirst. We are delighted to welcome him to our leadership team,” stated BasicFirst Inc founder and CEO Randhir Kumar. “He comes with an exceptional capability of developing and implementing organisational strategies, and we are confident that his skills and expertise will aid BasicFirst to embark on the next phase of growth and realise our mission to provide one-of-a-kind best possible education to five million students by mid-2022.”
Kapoor is a seasoned professional with a proven track record in local market strategies and programmes for the execution of the business. He holds strong business and financial acumen with a deep understanding of the economic drivers of various sized and startup businesses including experience and success in managing a large P&L budget.
Before joining BasicFirst, he worked with various known brands like Deutsche Quality System, Aircel, Tata Communications Ltd, and Eureka Forbes.
“I am excited to be associated with BasicFirst. As a partner, I have been associated with BasicFirst for a long time, and over the years I have personally observed the constant growth and expansion of the startup across markets,” stated Ravi Kapoor. “I look forward to contributing to the organization’s progress and helping build, scale, and make BasicFirst the most preferred e-learning platform for students across the country.”
Brands
Doctor’s Choice launches Protein Muesli, signs Arshdeep Singh
New product offers 25g protein per 100g as brand targets clean nutrition
MUMBAI: Breakfast just got a bouncer and it’s aimed straight at the protein gap. Doctor’s Choice is stepping into the fast-growing nutrition arena with the launch of its Protein Muesli, alongside roping in Arshdeep Singh as its exclusive brand ambassador. The move signals a clear play for the high-protein, clean-label segment, where convenience is king and ingredients are under scrutiny. At the centre of the launch is a campaign film featuring Singh, built around a simple proposition: performance begins long before the pitch, it starts at the breakfast table.
Designed for digital-first audiences, the campaign leans into a snackable format tailored for Gen Z and fitness-focused consumers. It blends aspiration with everyday relatability, positioning the product not as a supplement, but as a routine.
The product itself is pitched as a functional upgrade to a familiar category. Doctor’s Choice Protein Muesli delivers 25g of protein per 100g, with no refined sugar or artificial flavours. It combines crunchy protein balls with a natural chocolate flavour, targeting consumers looking for quick, on-the-go nutrition without sacrificing taste.
Singh’s association goes beyond a typical celebrity plug. As one of India’s most consistent young cricketers, his image aligns neatly with the brand’s messaging around discipline, routine and performance qualities increasingly being mirrored in consumer food choices.
The broader strategy reflects a shift in the FMCG playbook. As consumers become more label-conscious and time-poor, brands are racing to position everyday foods as functional, not just filling. Doctor’s Choice is betting that protein-led, clean-label products can move from niche shelves to daily staples.
With this launch, the brand isn’t just selling muesli, it’s pitching a lifestyle upgrade, one spoonful at a time.
