Brands
Swiss army knife brand lands Unilever pro as marketing chief
MUMBAI: Victorinox India has recruited Avirup Mukhopadhyay as its head of marketing, hiring the seasoned marketer from wellness brand True Elements where he spent over three years. The appointment signals the Swiss army knife maker’s intent to sharpen its marketing edge in the competitive Indian consumer market.
Mukhopadhyay joins Victorinox this month after a stellar run at True Elements, where he rose from category lead to assistant vice-president of marketing. During his tenure at the Mumbai-based health food company, he orchestrated brand strategy across multiple geographies, managed profit-and-loss responsibilities, and crafted go-to-market strategies for both traditional and alternative channels.
His most visible achievement at True Elements was the Black Pack Anthem campaign featuring cricket star Rohit Sharma, which positioned the brand around its “100 per cent real, nothing artificial” promise. The campaign exemplified his knack for marrying celebrity endorsements with authentic brand messaging.
The 15-year marketing veteran brings impressive credentials from blue-chip companies. He spent nearly three years at Unilever, where he cut his teeth on the iconic Kissan brand, developing everything from penetration packs priced at Rs 15 to comprehensive brand-building strategies. His Unilever stint included roles spanning brand management, trade marketing for modern retail, and territory sales across Kolkata.
Between his Unilever chapters, Mukhopadhyay had a brief but notable six-month tenure at Dr Reddy’s Laboratories, where he was tasked with building the Rebalanz energy drink brand across key Indian markets. The “27 per cent less sugar” positioning he developed demonstrated his ability to navigate the increasingly health-conscious consumer landscape.
His career began in financial services at Bajaj Allianz before pivoting to FMCG, with early roles at HCL Infosystems. A summer internship at Unilever during his MBA studies proved fortuitous, eventually opening doors to his full-time role at the Anglo-Dutch giant.
For Victorinox, known globally for its multi-tool expertise but still building brand awareness in India’s crowded lifestyle market, Mukhopadhyay’s track record of scaling brands across price points and channels could prove invaluable. His experience spans everything from mass-market detergents to premium wellness products—precisely the range needed to navigate India’s bifurcated consumer market.
The appointment reflects a broader trend of heritage European brands investing heavily in Indian marketing talent as they seek to crack the subcontinent’s complex consumer preferences.
Brands
ITC Sunfeast Farmlite launches Sugar Free Cookies range
New variants offer guilt-free indulgence for health-conscious snackers.
MUMBAI: ITC Sunfeast Farmlite is sweetening the deal for biscuit lovers who want to have their cookie and eat it too without the sugar. The better-for-you biscuits range from ITC Foods has expanded its portfolio with the launch of an all-new Sugar Free Cookies line, aligning with the company’s vision of ‘Help India Eat Better’. The range is designed for consumers who are rethinking sugar in their daily snacking but refuse to compromise on taste and indulgence.
The collection debuts with two tempting variants: Choco Nut Cookies and Hazelnut & Oats Cookies. Both are a source of protein and contain no trans-fat, while the Hazelnut & Oats variant is also lactose-free.
ITC Ltd. vice president (marketing), biscuits, foods division, Suraj Kathuria said, “At Sunfeast Farmlite, we believe mindful snacking should never come at the cost of indulgence. With this launch, we are catering to the growing need for guilt-free snacking while delivering a rich, satisfying cookie experience.”
ITC Ltd. vice president & head of food sciences for foods division Dr Shantanu Das added, “We have applied robust food science to develop cookies that are sugar-free while preserving the taste and texture consumers love.”
Each cookie comes in convenient single-serve packs to maintain texture and freshness. Both variants are available in 100g packs priced at ₹100 and can be found on quick-commerce platforms including Blinkit, Swiggy Instamart, and Zepto.
In a market increasingly leaning towards healthier choices, ITC Sunfeast Farmlite’s new Sugar Free Cookies prove that cutting sugar doesn’t mean cutting joy. For the health-conscious yet indulgent snacker, this could be the perfect bite-sized solution.
