Brands
Bharti Agrawal joins Monks as Apac CFO for marketing services
Former dentsu finance leader steps into regional role after 11 years
SINGAPORE: Bharti Agrawal has joined Monks as chief financial officer for Apac, marketing services, marking a new chapter after an 11-year stint at dentsu.
Agrawal steps into the regional role with deep experience across Southeast Asia, having most recently served as CFO for Southeast Asia at dentsu. Over the years, she also held leadership positions as CFO for Indochina and earlier in M&A, building a career that blends finance with strategy and transformation.
Reflecting on her move, Bharti Agrawal, chief financial officer, APAC, marketing services at Monks, said, “After 11 incredible years at dentsu, it’s time to turn the page and what a journey it has been.” She added that her time in Southeast Asia helped her grow beyond finance, working closely with business leaders on strategy, operations and building resilient teams.
She credited several mentors and colleagues for shaping her journey, including Sanjay Bhasin, whom she described as a long-time partner, as well as the late Kym Pfitzner for opening early doors. She also acknowledged Simon Jones and David Neal for entrusting her with her first CFO role.
Agrawal’s career began at KPMG, where she spent over a decade across London and Brazil, specialising in transaction services and financial due diligence across sectors including media, telecommunications and energy.
Her move to Monks comes at a time when marketing services firms are sharpening their financial and operational focus across APAC. With her cross-market experience and people-first leadership style, Agrawal is expected to play a key role in steering the company’s regional growth.
As she signs off from dentsu and steps into her new role, Agrawal leaves behind not just a track record of performance, but a network of teams and relationships built on trust, a foundation she now carries into her next innings.
Brands
Lovetc appoints Tamannaah Bhatia as brand face
Ananya Birla’s premium colour cosmetics line gears up for strong second year with 30 per cent monthly growth and fresh face category launch.
MUMBAI: Lovetc is tinting its success story with a starry new shade Tamannaah Bhatia has just been named the face of Ananya Birla’s premium beauty brand. As the colour cosmetics label under Birla Cosmetics completes a vibrant first year in April 2026, it is entering its second chapter with impressive momentum. The brand has delivered 30 per cent month-on-month growth, expanded thoughtfully into offline and quick-commerce channels, and built a loyal following through a digital-first approach mixed with genuine consumer connections.
Priced between Rs 650 and Rs 1,850, Lovetc focused its debut portfolio on lips and eyes categories. Hero products such as Tint, Talk, Etc Radiant Glow Hydrating Tint (SPF 30 PA++), Pout, Perfect, Etc Matte Bullet Lipstick, and Melt, Miracle, Etc Treatment Oil-Infused Lip Balm quickly won hearts. Early shoppers showed strong purchase intent, with average order values ranging from Rs 1,200 to Rs 2,800 and an average of two items per transaction, signalling healthy basket-building and repeat purchases.
The brand made its mark in key metros including Mumbai, NCR, Chennai, Bengaluru, Chandigarh, Patiala, Ludhiana, and Cochin, while Tier-2 cities surprised with robust demand and loyalty. On the distribution side, Lovetc entered 90 offline retail doors in year one and is on track to cross 150 doors by Q2 2026, choosing each outlet carefully to match its premium positioning.
To mark the milestone, Lovetc is stepping into the face category with the launch of Ace, Face, Etc 4K Blur Matte Foundation in eight shades tailored for diverse Indian skin tones. Additional innovations like the multi-purpose The Etc stick and longwear lip tint Love Bites are also in the pipeline.
Tamannaah Bhatia, known for her pan-India appeal across films and her authentic love for beauty, brings cultural relevance and credibility to the brand. Ananya Birla, founder of Birla Cosmetics, said, “Year Two is going to be big. The brief for every new launch remains the same: Does it perform? Is it playful? Is it kind to the person wearing it? Performance, playfulness, and kindness that is the promise we intend to keep. Bringing Tamannaah on board feels especially pertinent because she brings together an authentic love for beauty with a connection that cuts across audiences and geographies.”
Tamannaah Bhatia added, “I have always loved beauty as a form of self-expression, and what drew me to Lovetc is that it feels playful, thoughtful, and modern at the same time. I am excited to be the face of a brand that is creating products with both performance and personality.”
With deliberate growth, quality-focused retail expansion, and a celebrity partner who genuinely connects with beauty lovers nationwide, Lovetc is blending performance with personality in a market hungry for thoughtful premium options. As it steps into year two, the brand is proving that in beauty, the right tint can make everything glow a little brighter. Delhi, Mumbai, or a Tier-2 favourite Lovetc is colouring India’s beauty shelves with confidence and charm.
