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SUGAR Cosmetics onboards Suchit Sikaria as chief business officer
Mumbai: Beauty brand SUGAR Cosmetics has announced the appointment of Suchit Sikaria, former managing partner of Performics India, as the chief business officer to lead and handle the core direct to consumer division. With this strategic move, the brand aims to double-down on its aggressive past performance of building one of India’s fastest-growing brands in the D2C consumer space, it said in a statement.
An MBA from IIM – Ahmedabad, Sikaria brings more than 14 years of leadership experience in sales, marketing, and business operations with stints at Performics India and Nokia India. He also brings an additional four years of start-up experience from his own entrepreneurial venture.
SUGAR Cosmetics co-founder & CEO Vineeta Singh said, “We are excited to welcome Suchit Sikaria as the new Chief Business Officer for our D2C business at SUGAR Cosmetics and are eager to see the magic he creates for the brand. Over the past 6 months at SUGAR, we have aggressively been growing the team and recruiting the sharpest minds who can accelerate the brand’s trajectory – 120+ new team members, and we’re not done yet. Suchit’s deep expertise in scaling large-budget performance marketing campaigns for one of India’s largest digital advertising agencies will be pivotal to scaling the revenues 5x times in the next 3 years and further cementing the brand’s hold in the D2C market space.”
Speaking on his new role, Sikaria said, “I am incredibly excited to start this new journey at SUGAR Cosmetics. I have been avidly following the journey of this brand and have been quite inspired by how quickly they have grown and become a cult-favourite among India’s gen Z and millennial women. I look forward to bringing in my experience of the industry and building the brand into a much larger D2C player; not just in the country, but even globally. I look forward to this new opportunity!”
In addition to SUGAR’s international presence in the US & Russia markets, SUGAR has also recently forayed into the Middle Eastern market in an exclusive partnership with the Landmark group and will be retailing their products at Lifestyle Stores across UAE and other countries
MAM
Mangaldeep partners with Vrindavan Vibes at ISKCON Vrindavan event
Fragrance brand backs youth led kirtan gathering that drew 4000 plus devotees.
MUMBAI: If devotion had a soundtrack, Vrindavan recently turned the volume up. Mangaldeep Incense has partnered with Vrindavan Vibes at ISKCON Vrindavan, an emerging devotional gathering that blends traditional kirtans with a youthful, community driven atmosphere. The first day of the celebrations alone drew more than 4000 devotees, signalling the growing appeal of participatory spiritual events among younger audiences.
More than a festive collaboration, the association reflects a broader cultural shift in how spirituality is being experienced today. Vrindavan Vibes Jamming, described as a kirtan utsav, brings together youth, families and devotees for collective singing within a sacred temple setting, turning devotion into a shared, immersive experience.
For Mangaldeep, the partnership positions the brand as a long term enabler of community led devotion. Vrindavan, long regarded as the spiritual home of Lord Krishna, remains a vibrant centre for bhajans, temple gatherings and devotional music that attracts pilgrims and visitors from across the country.
As part of the collaboration, Mangaldeep has introduced a fragrance led experience within the venue. This includes ambient fragrance pillars designed to enhance the devotional ambience, a curated Khusbhoo Path experience, a selfie booth for visitors to capture shared memories, and specially designed souvenirs for devotees attending the event.
Mangaldeep divisional CEO of the matches and agarbatti division Rohit Dogra said the initiative reflects the changing ways in which faith is being expressed.
“At Mangaldeep, devotion has always been at the heart of everything we do. Today we are witnessing a beautiful shift in how spirituality is expressed, particularly among young India where bhajans and kirtans are becoming vibrant collective experiences of faith and belonging. Our partnership with ISKCON Vrindavan for Vrindavan Vibes reflects this evolution,” he said.
Bhajan and kirtan gatherings are increasingly emerging as spaces for emotional connection and cultural identity, especially for younger audiences looking for a sense of grounding in an otherwise fast paced world. Participants at the event described the gathering as a moment of calm and shared joy, as chants and music brought thousands together in a collective expression of faith.
By aligning with Vrindavan Vibes, Mangaldeep is positioning itself not just as an incense brand, but as a facilitator of shared spiritual experiences, extending its presence from homes and temples to large scale community led devotional platforms.
