MAM
Usha International continues association with Mumbai Indians for 7th year in a row
Usha International continues its association with Mumbai Indians, as an official partner for the seventh consecutive year. Slated to begin in the third week of September, the tournament will be held in the United Arab Emirates across three venues – Sharjah, Abu Dhabi, and Dubai. As part of the association, the Usha logo will be seen on the leading side caps and helmets of MI players and on the mat during match toss. Geared solely to cater to online/TV audiences this year, the stadium will also have massive LED screens running across the perimeter, which will showcase the Usha brand during a couple of overs of the game.
With Covid2019-mandated restrictions in place, this cricketing season the focus is on creating virtual experiences. Usha has planned a series of activations straddling various digital platforms for growing stakeholder engagement and brand recall – online contests on days when Mumbai Indians is playing, giving consumers a chance to win an opportunity to interact with their favourite MI players through virtual meet and greets. The brand will also launch a unique digital campaign, featuring select players.
Usha International CEO Dinesh Chhabra said, “The strength of a relationship is reflected in its longevity and more so during tough times, and our association with Mumbai Indians bears testimony to this. Just as any other industry, sports was also impacted with the outbreak of the pandemic. We are confident that this being the first live cricketing event in India after a long hiatus, its viewership is going to skyrocket with matches being aired across platforms to reach every fan and every home across the globe. Our association with Mumbai Indians gives us a great opportunity to strengthen our consumer and partner connect across categories through on-air and digital platforms. This collaboration aligns with and perfectly reiterates the Usha’s brand ethos – Play – promoting active and healthy lifestyle. Staying active at home and eating freshly cooked home food leading to better immunity takes precedence over all else in the current environment.”
Usha International supports numerous sports, healthy and active initiatives in the country including its association with Mumbai Indians, Ultimate Flying Disc, Differently Abled Cricket, Junior Golf Training Programs, visually challenged sports (Athletics, Kabaddi, Judo and Powerlifting) and Football.
Brands
Safex Group appoints Richa Malhotra as group chief financial officer
Former Standard Chartered executive to steer finance
NEW DELHI: Safex Chemicals has appointed Richa Malhotra as group chief financial officer, strengthening its leadership team as the company prepares for the next phase of expansion in specialty chemicals and global agrochemicals.
In her new role, Malhotra will lead the group’s financial strategy, capital architecture and governance framework as Safex scales operations across multiple verticals including branded formulations, specialty chemicals and contract manufacturing.
A chartered accountant and graduate of Shri Ram College of Commerce, University of Delhi, Malhotra brings more than two decades of experience in business finance, strategic planning, corporate banking and client management.
Before joining Safex, she served as executive director, financial markets at Standard Chartered, where she led teams across India and Sri Lanka and worked closely with large corporates, global subsidiaries and commercial banking clients. Her expertise includes capital structuring, treasury operations, risk management and financial markets led financing solutions.
Safex Group promoter director and joint managing director Piyush Jindal, said the appointment comes at a pivotal time for the company. “Safex stands at an inflection point as we build an integrated platform across branded formulations, specialty chemicals and contract manufacturing. Richa’s experience across global financial institutions will strengthen our financial discipline and help unlock value across the group,” he said.
Malhotra said she was looking forward to contributing to the company’s next chapter of growth. “Safex has built a strong reputation over 35 years with its focus on integrity, innovation and agricultural insight. I am excited to be part of the organisation as it expands its footprint in India and global markets,” she said.
The appointment comes as Safex continues to strengthen its financial foundations and scale operations internationally, positioning itself for future growth milestones.
