MAM
Yusuf Batliwala joins Hero Esports as global partnerships head
MUMBAI: It’s a power move in the world of competitive gaming. Yusuf Batliwala has been appointed senior director for global partnerships at Hero Esports, bringing with him nearly two decades of cross-continental experience across entertainment, media, and gaming. Based out of Singapore, Batliwala officially took charge in June 2025.
Batliwala’s new role will see him leading Hero Esports’ global partnership strategy forging collaborations, securing brand alliances, and expanding the company’s footprint in international markets. With esports exploding into a mainstream spectacle, Hero Esports appears to be stacking its deck with strategic firepower.
Before joining Hero Esports, Batliwala served as senior sponsorship strategist for the Esports World Cup Riyadh 2024, a high-stakes tournament that cemented Saudi Arabia’s place on the global esports map. He was previously associate director for strategic partnerships at Singtel, where he shaped digital entertainment initiatives across Southeast Asia. His diverse experience also includes stints with Bytedance, BBC, and Getty Images.
Having worn multiple hats from content sales and sponsorships to strategic partnerships and business development Batliwala is no stranger to navigating the fast-evolving intersections of media, tech, and culture.
With Hero Esports expanding rapidly across Asia, Batliwala’s appointment signals the company’s ambition to level up its global playbook. As esports matures into a billion-dollar business, industry insiders will be watching closely to see how Batliwala’s deal-making and brand-building expertise helps unlock the next phase of Hero’s journey.
Game face on the global esports arena just got a little more interesting.
Brands
Lovetc appoints Tamannaah Bhatia as brand face
Ananya Birla’s premium colour cosmetics line gears up for strong second year with 30 per cent monthly growth and fresh face category launch.
MUMBAI: Lovetc is tinting its success story with a starry new shade Tamannaah Bhatia has just been named the face of Ananya Birla’s premium beauty brand. As the colour cosmetics label under Birla Cosmetics completes a vibrant first year in April 2026, it is entering its second chapter with impressive momentum. The brand has delivered 30 per cent month-on-month growth, expanded thoughtfully into offline and quick-commerce channels, and built a loyal following through a digital-first approach mixed with genuine consumer connections.
Priced between Rs 650 and Rs 1,850, Lovetc focused its debut portfolio on lips and eyes categories. Hero products such as Tint, Talk, Etc Radiant Glow Hydrating Tint (SPF 30 PA++), Pout, Perfect, Etc Matte Bullet Lipstick, and Melt, Miracle, Etc Treatment Oil-Infused Lip Balm quickly won hearts. Early shoppers showed strong purchase intent, with average order values ranging from Rs 1,200 to Rs 2,800 and an average of two items per transaction, signalling healthy basket-building and repeat purchases.
The brand made its mark in key metros including Mumbai, NCR, Chennai, Bengaluru, Chandigarh, Patiala, Ludhiana, and Cochin, while Tier-2 cities surprised with robust demand and loyalty. On the distribution side, Lovetc entered 90 offline retail doors in year one and is on track to cross 150 doors by Q2 2026, choosing each outlet carefully to match its premium positioning.
To mark the milestone, Lovetc is stepping into the face category with the launch of Ace, Face, Etc 4K Blur Matte Foundation in eight shades tailored for diverse Indian skin tones. Additional innovations like the multi-purpose The Etc stick and longwear lip tint Love Bites are also in the pipeline.
Tamannaah Bhatia, known for her pan-India appeal across films and her authentic love for beauty, brings cultural relevance and credibility to the brand. Ananya Birla, founder of Birla Cosmetics, said, “Year Two is going to be big. The brief for every new launch remains the same: Does it perform? Is it playful? Is it kind to the person wearing it? Performance, playfulness, and kindness that is the promise we intend to keep. Bringing Tamannaah on board feels especially pertinent because she brings together an authentic love for beauty with a connection that cuts across audiences and geographies.”
Tamannaah Bhatia added, “I have always loved beauty as a form of self-expression, and what drew me to Lovetc is that it feels playful, thoughtful, and modern at the same time. I am excited to be the face of a brand that is creating products with both performance and personality.”
With deliberate growth, quality-focused retail expansion, and a celebrity partner who genuinely connects with beauty lovers nationwide, Lovetc is blending performance with personality in a market hungry for thoughtful premium options. As it steps into year two, the brand is proving that in beauty, the right tint can make everything glow a little brighter. Delhi, Mumbai, or a Tier-2 favourite Lovetc is colouring India’s beauty shelves with confidence and charm.
