MAM
Kaff Appliances brings Nalin Kumar on board as COO to cook up its next growth recipe
MUMBAI: Leadership changes are usually corporate chess moves. But when the boardroom gets a seasoned operator with two decades of industry firepower, it’s more of a powerplay. Kaff Appliances, the premium kitchen appliance brand with a strong foothold in Indian homes, has appointed Nalin Kumar as its chief operating officer to stir up strategy, scale, and sizzle.
The New Delhi-based firm made the announcement this April, citing Kumar’s rich legacy in consumer durables and electronics—and his knack for turning operations into well-oiled machines. In his new role, Kumar will run point on streamlining Kaff’s national operations, while sharpening customer and partner experiences across metros and tier two towns alike.
“We are delighted to welcome Nalin Kumar to the Kaff leadership team. His deep industry knowledge and sharp operational acumen make him an ideal fit to lead our business into its next phase of growth,” said a company spokesperson.
Kumar has held senior roles at several top-tier appliance brands and has earned stripes in GTM strategy, channel expansion, and operational execution. Translation? He’s navigated market chaos, won channel loyalty, and survived product launches that probably gave other execs ulcers.
“I’m excited to be part of Kaff’s journey at such a pivotal time. The brand has a strong legacy in the Indian kitchen appliance market, and I look forward to working with the team to build on that momentum and deliver meaningful value to our customers and partners,” Kumar said.
His appointment comes at a time when Kaff is sharpening its product portfolio, doubling down on innovation, and extending its urban charm to India’s rapidly digitising small-town shoppers. Insiders suggest that Kumar’s onboarding signals a laser focus on operational finesse and agility across functions.
At a time when the kitchen is becoming smarter, sleeker, and sassier, Kaff’s move to install a COO with hands-on retail and ops firepower is no coincidence.
The appliances may be plug-and-play, but growing a legacy brand in a hyper-competitive market? That takes more than a timer and auto-clean tech.
AD Agencies
JioStar study with BARC and Nielsen finds TV and digital ads reach different audiences during T20 World Cup
JioStar’s T20 World Cup data shows cross-screen duplication below 10 per cent, setting the stage for a blockbuster IPL
MUMBAI: The numbers are in, and they are striking. During the ICC Men’s T20 World Cup 2026, television and digital advertising campaigns barely stepped on each other’s toes. Cross-screen audience duplication stayed below 10 per cent across every participating campaign, a finding that upends the assumption that brands paying for both screens are largely paying twice to reach the same eyeballs.
JioStar, the media giant that broadcast the tournament across television and digital platforms, on Tuesday unveiled the findings from BARC | Nielsen One Ads, a cross-screen measurement solution deployed for the first time at scale during the World Cup. The verdict: TV and digital are not cannibalising each other. They are reaching fundamentally different people.
The study found that digital platforms are delivering genuinely incremental audiences, viewers who would not have been reached on television alone, while enabling more precise targeting across devices. The combined effect gives advertisers what the industry has long craved: a unified, deduplicated four-screen audience that marries the blunt-instrument scale of television with the surgical precision of digital.
“The ICC Men’s T20 World Cup 2026 has once again demonstrated the power of scale in live sports, and these findings take it a step further by quantifying how that scale translates across screens,” said Anup Govindan, head of sales, sports, JioStar. “With less than 10 per cent duplication, we now have clear, measurable evidence of how integrated planning delivers both efficiency and impact for advertisers. As we look ahead to IPL 2026, this sets a strong foundation for brands to plan with greater confidence, leveraging cross-screen strategies to maximise reach and effectiveness at scale.”
The methodology behind the findings stitches together two measurement giants. BARC India supplies linear television data; Nielsen brings its digital measurement capabilities across connected TV, mobile and desktop. The result is a single, deduplicated view of campaign reach and frequency, the kind of unified currency that advertisers have been demanding as audiences scatter across screens.
The timing is deliberate. As consumption habits splinter, viewers flicking between the living-room set, the smartphone on the sofa and the laptop at the kitchen table, the case for unified measurement has grown urgent. A brand buying a 30-second slot on Star Sports and a pre-roll on JioCinema can now know, with some rigour, whether those two buys are actually compounding their reach or merely doubling their spend.
JioStar, BARC India and Nielsen say the learnings will directly inform cross-screen strategies for upcoming tentpole events. IPL 2026 is next. If the World Cup data holds, and there is little reason to think it will not, brands that treat television and digital as a single, coordinated buy rather than two separate line items will arrive at the auction with a sharper pencil and a cleaner brief. In India’s ferociously competitive advertising market, that edge is everything.
