MAM
BharatPe onboards Parth Joshi as chief marketing officer
MUMBAI: Financial services company BharatPe on Monday announced the appointment of Parth Joshi as the chief marketing officer. Joshi will work closely with BharatPe’s group president, Suhail Sameer.
Prior to joining BharatPe, he was the head of Marketing– Global Expansion Markets, Reckitt based out of Singapore. He has also held various marketing roles in GSK & L’Oréal. Parth is an alumnus of MDI, Gurgaon.
This is the fourth key leadership appointment by BharatPe this year. The company has earlier appointed Gautam Kaushik (PAYBACK’s former MD & CEO) who leads the payments business, Sumeet Singh (Amarchand Mangaldas’ former partner) as general counsel and head of Corporate Strategy and Amit Jain as the chief risk officer.
“Joshi will bring his in-depth understanding of brands, product development and marketing to fuel BharatPe’s continued growth. In the past, Joshi has played a key role in building many brands across geographies in multi-national companies,” it said on Monday.
BharatPe co-founder and CEO Ashneer Grover said, “I am confident that Parth’s experience with FMCG giants will be instrumental as we aspire to build BharatPe as a preferred financial services and credit partner for tens of millions of merchants. Also, his in-depth understanding of consumer aspirations and behaviour would be key as we build products like BNPL (Buy Now, Pay Later) for the end customers and scale PAYBACK in India in the times to come.”
On his new role Parth said, “BharatPe has seen stupendous growth over the last couple of years. It is phenomenal how India has accepted digital payments and BharatPe has been at the forefront of this transformation. I am looking forward to building BharatPe as the preferred brand for our customers. We also have big plans for the consumer side and I am excited to lead and build this business with the team.”
MAM
Bharat Vedica launches ‘From Beehives to Bottle’ campaign
Honey brand uses honeycomb-inspired hexagon bottle and reels to celebrate nature’s craft.
MUMBAI: Bharat Vedica just bottled nature’s buzz because when bees build the perfect shape, the smartest thing a brand can do is copy the homework. Bharat Vedica, the wellness-focused organic brand under A Patel Venture, has rolled out a digital-first campaign titled ‘From Beehives to Bottle’ that traces honey’s journey from blossom to breakfast table. The storytelling series of Instagram reels follows bees collecting nectar, the transformation inside the hive, and the final bottling turning a quiet natural process into engaging short-form content.
At the centre of the narrative is the brand’s new hexagon-shaped honey bottle, directly inspired by the honeycomb’s geometry widely regarded as one of nature’s most efficient designs. The shape serves as both packaging innovation and visual metaphor for precision, balance and harmony in every drop.
Nutritionist Kiran Kukreja (Nutty Over Nutrition) appears in the campaign content, explaining raw honey’s everyday benefits and its role in modern wellness routines.
The reels have driven strong performance on Instagram, with the brand recording a high double-digit month-on-month increase in follower acquisition and impressions reaching multiples of the existing base significantly boosting top-of-funnel visibility and discovery among premium consumers.
Bharat Vedica MD Arvind Patel said, “Bees build honeycombs with remarkable precision, creating a structure that represents efficiency, balance, and harmony. The hexagon bottle draws inspiration from that natural design, translating the beauty of the hive into something people can experience in their everyday kitchens.”
The refreshed raw honey range includes Ajwain Flower Honey, Rose Petal Honey, Forest Honey and Saffron (Kesar) Honey, available in 250 g and 500 g sizes. It is currently sold on the brand’s website and Amazon, with wider retail availability planned soon.
In a wellness world full of loud promises, Bharat Vedica quietly lets the bees do the talking proving that sometimes the sweetest story isn’t invented in a boardroom, it’s already humming away in a hive.
