MAM
Amar Chitra Katha to enter mobile phones
MUMBAI: Mobile marketing is becoming ubiquitous, and it means much more than just sending SMSs to mobile phones. Amar Chitra Katha, the flagship brand of India Book House (IBH), is exploring options to exploit its content through mobile. It is also in the process of extending its distribution through e-commerce.
“Mobile marketing is an exciting medium. We are diving into it as it allows instant access to people wherever they are,” says IBH chief marketing officer Saumitra Srivastava.
The company is in talks with mobile service providers. “Elements like phone wallpaper and comic strip are conducive for carrying brand messaging,” notes Srivastava.
IBH is aiming at a wide range of applications which are now available, such as logos, ring tones, MMS, SMS quizzes and games, and mobile greetings. This will allow extensive interactive possibilities enabling the users to be linked to a quality and branded image, says Srivastava.
On quizzing as to how the publication house would benefit with this new initiative, Srivastava informs that the revenue sharing pattern would be on the basis of per download. Mobile operators, however, will enjoy a major chunk of the revenue.
IBH is also in talks with Bazee.com and Indiatimes.com to create an e-commerce platform for its products.
Currently, IBH possesses approximately 300 titles. Various scenarios can be created which involve the introduction of new products or modification of existing products to determine the effects of these changes on market preferences.
Brands
Emami names Dhruv Aggarwal as chief growth officer
Former Bain partner steps in as FMCG firm sharpens growth playbook
MUMBAI: Emami Limited has appointed Dhruv Aggarwal as its chief growth officer, effective 25 March 2026, following the resignation of Giriraj Bagri.
Aggarwal joins the FMCG major from Bain & Company, where he most recently served as partner. With over two decades of experience across consulting and strategy, he brings a global perspective shaped by work across India, the US, the UK and Germany.
During his tenure at Bain, Aggarwal advised consumer, retail and media companies on large-scale transformations, business turnarounds and growth strategies. He was also closely involved with India’s startup ecosystem, guiding early-stage ventures on scaling and digital expansion, while supporting private equity and venture capital firms on investment decisions.
His earlier stints include a brief role at Barclays Capital and operational experience at Jindal Power, giving him a mix of financial and industry exposure.
Academically, Aggarwal holds an MBA from Indian Institute of Management Bangalore and has also been associated with University of Illinois Urbana-Champaign as a PhD candidate and teaching assistant.
The appointment comes at a time when Emami Limited is looking to sharpen its growth strategy in a competitive consumer market. With a seasoned strategist now at the helm of growth, the company appears set to double down on transformation and expansion in the months ahead.
