Brands
Arpita Roy Luthra swaps building materials for lifts at Schindler group
NEW DELHI: Arpita Roy Luthra has joined Schindler group as vice president for north India, handling sales, strategy and marketing—a September 2025 move that marks her shift from fibre cement boards to vertical mobility.
Roy Luthra arrives from Everest Industries, where she spent four years and seven months as national sales and marketing head, driving revenue for the boards and panels division. She turbocharged growth in high-value products by building infrastructure around architect engagement, premium retail and distribution networks, whilst steering new product development through a mix of in-house manufacturing and outsourced partnerships.
Before Everest, she logged nearly two years as head of marketing for Stallion Group in Lagos, managing automotive brands from Hyundai to Porsche across Sub-Saharan Africa. She helped push the conglomerate’s new car market share from 42 per cent to 45 per cent and secured the national distributorship for Bajaj Auto’s three- and four-wheeler business—a $150m annual turnover addition.
Her African chapter also included a 19-month stint at Bharti Airtel’s Netherlands-based international arm, managing enterprise operations across 14 operating companies, and a 15-month run at Crown Paints Kenya. But her longest tenure was nine years at Bharti Airtel in India, where she climbed from assistant manager in corporate sales to deputy general manager heading B2B marketing, overseeing mobility, fixed-line voice and data products.
Earlier stints at Pidilite Industries saw her leading B2B lead generation and key accounts for waterproofing solutions, whilst roles at SAB Miller and Godfrey Phillips India gave her FMCG combat experience in institutional sales.
Roy Luthra’s track record is built on cracking the B2B code—whether pitching premium cars to Nigerian dealers or fibre cement boards to Indian architects. At Schindler, she’ll deploy that playbook in a market where every new tower needs a lift, and competition for developer mindshare is brutal. The question now: can she make elevators as compelling as automobiles?
Brands
Lotus Herbals unveils HydroActivated sunscreen with high-impact campaign
Harnaaz Sandhu fronts digital push spotlighting breakthrough sun care tech
MUMBAI: Lotus Herbals has rolled out a high-decibel marketing campaign to introduce what it calls India’s first hydro-activated sunscreen, aiming to reshape how consumers think about sun protection.
At the centre of the launch is the Safe Sun HydroActivated Sunscreen SPF 50+ PA+++, a formulation built on a patent-pending Hydrosome Technology that activates on contact with moisture. Unlike conventional sunscreens that can weaken with sweat, this product is designed to do the opposite, boosting protection when the skin is exposed to water or perspiration.
The campaign is led by Harnaaz Sandhu and is being amplified across OTT platforms, social media and outdoor locations in key metro cities. The brand film takes a light, relatable approach to everyday sunscreen struggles such as uneven application and fading protection, while positioning the new product as a reliable, high-performance alternative for active lifestyles.
Beyond its core technology, the sunscreen features next-generation UV filters and Edelweiss Flower Extract, offering hydration alongside protection. The formula claims up to 10 hours of water resistance and even, all-round defence against sun exposure and tanning, targeting consumers who want both skincare and performance in one product.
Speaking about the launch, Lotus Herbals chairman and managing director Nitin Passi said, “We are excited to launch India’s first sunscreen with hydroactivated technology which is our most innovative product launch. This isn’t just a sunscreen; it’s a technological breakthrough that utilises a novel manufacturing process. We’ve created a product that stays invisible on the skin yet becomes a performance powerhouse when the user is most active.”
Sharing her experience, Lotus Herbals brand ambassador Harnaaz Sandhu said, “I am thrilled to be associated with Lotus Herbals Safe Sun for their new sun protection campaign. In my world, there is no room for shortcuts, and I need functional and reliable products that work as hard as I do. The hydroactivated sunscreen is a game-changer because it blends with my skin and protects me better when I’m pushing my limits.”
The campaign is being distributed across platforms including JioStar connected TV integrations and ZEE5, along with television placements such as Sa Re Ga Ma Pa in West Bengal. A large influencer push involving over a thousand creators, along with in-store branding and retail activations, is also part of the rollout.
With a blend of science-led positioning and mass-market storytelling, Lotus Herbals is betting on innovation to stand out in the crowded sun care segment, hoping its moisture-powered promise strikes the right chord with today’s always-on consumers.
