MAM
Cashfree appoints Vaibhav Mehrotra as marketing head
KOLKATA: Payments and API banking solutions company Cashfree has appointed Vaibhav Mehrotra as the marketing head to drive the company’s marketing strategy through its aggressive growth phase.
He will be responsible for building the brand while instilling industry best practices across brand marketing, product marketing, digital and performance marketing. He will also build a strong marketing team under his leadership.
With a career spanning over 13 years, he has worked in leadership positions at DLF Ltd, Max Group, Cognizant Interactive, and Photon Interactive. In his most recent role as the head of brand and marketing, Office Business at DLF, he led the marketing charter across six cities, launched various products and brand campaigns covering earned, owned, and paid media. He has also executed various award-winning campaigns for brand awareness and demand generation.
Cashfree co-founder Reeju Datta said, “We are delighted to welcome Vaibhav onboard as the head of our marketing team at Cashfree. He joins us at a time when the fintech industry and Cashfree are going through massive disruptions. His understanding of the B2B business will help define strategic roadmaps and deploy marketing solutions for Cashfree”.
Mehrotra said, “I am elated to join Cashfree, especially at an exciting juncture in the company’s growth journey. Fintech has truly emerged as one of the leading growth drivers in the country and across the globe. I am truly excited about building and supporting our growth and the continued improvements we are making in the payments space. This is an exciting time to join this innovative and vision-led organization.
Brands
Mother’s Recipe launches Summerwala Sharbat range
Five nostalgic flavours priced at Rs 215 aim to tap summer refreshment demand.
MUMBAI: Call it a sip of summer nostalgia, Mother’s Recipe is bottling childhood memories and pouring them back into the present. The homegrown ethnic food brand has introduced its Summerwala Sharbat range, a five-flavour line-up designed to recreate the familiar tastes and rituals of Indian summers, while catering to modern consumption habits. The range features Mango Panna, Rose Syrup, Jeera Masala Syrup, Khus Syrup and Lemon Ginger Squash, each rooted in flavours that have long defined seasonal refreshment across Indian households. From the tang of raw mango to the cooling comfort of khus, the portfolio leans heavily into recall, not reinvention.
At a time when brands are increasingly leaning on nostalgia as a strategic lever, Mother’s Recipe is positioning Summerwala Sharbat as both a functional beverage and an emotional cue. The idea is simple: revive the small, everyday rituals post-play drinks, family gatherings, the clink of ice in a glass that once defined summer afternoons.
The products are packaged in 750 ml PET bottles and priced at Rs 215, targeting both routine household consumption and social occasions. Distribution spans leading e-commerce platforms as well as select offline retail outlets.
Mother’s Recipe executive director Sanjana Desai said the intent was to bring back flavours tied to “taste, routine and home”, while making them relevant for today’s consumers.
The move reflects a broader shift in the beverages market, where heritage-led storytelling and familiarity are increasingly being used to stand out in a crowded, innovation-heavy category.
With Summerwala Sharbat, Mother’s Recipe isn’t just selling a drink, it’s selling a season, one glass at a time.
