MAM
Contract appoints Kapil Mishra as ECD
MUMBAI: Contract India has appointed Kapil Mishra as executive creative director.
Mishra will be based in Mumbai.
He will be working with Contract‘s clients across India with specific focus on Mumbai and Delhi. His work will cut across all verticals of Contract, which include Advertising, iContract, Designsutra and Core Consulting.
Mishra last stint was with Law & Kenneth.
“I am delighted to have someone of Kapil‘s calibre join Contract‘s senior leadership team. A dynamic resource with excellent creative capabilities, Kapil has worked on some of the finest brands and created outstanding work. I am certain he will add great value to Contract and our clients”, says Contract Advertising COO Rana Barua.
On his new role, Mishra says “Contract has built its reputation on great work and I am honoured to now be a part of the success story. I look forward to working with Rana again and create impactful advertising.”
Mishra has earlier also worked with Ogilvy and Leo Burnett. He has handled clients like ITC personal care, Heinz – Ketchup, Glucon- D, Dabur, Cadbury Dairy Milk and Godrej.
Brands
BlaBliBlu hits Rs 100 crore run rate within six months of launch
Affordable luxury fragrance brand rides youth demand and rapid adoption
NEW DELHI: BlaBliBlu has clocked an annual run rate of Rs 100 crore within just six months of launch, underlining the rapid rise of new-age fragrance brands catering to India’s young consumers.
The startup, founded by Palash Arneja along with Rajat, Kushal and Durgesh, is currently operating at a monthly run rate of Rs 8 crore. The milestone places it among the fastest-growing entrants in India’s competitive fragrance market.
BlaBliBlu’s growth story hinges on a clear gap it spotted early on. Consumers typically had to choose between expensive international perfumes and lower-priced options that often compromised on quality or longevity. The brand positioned itself in between, offering fragrances priced under Rs 1,000 while maintaining premium-like performance.
A key differentiator has been its product formulation. With a fragrance oil concentration of around 25 per cent, the company claims its perfumes deliver longer-lasting wear comparable to higher-end global brands. Combined with sleek packaging and design, the products have resonated with younger buyers looking for both style and substance.
“Reaching a Rs 100 crore annual run rate within six months is an exciting milestone that shows strong customer demand across India,” said BlaBliBlu founder Palash Arneja. He added that the brand’s focus has been on delivering premium-quality scents while keeping them accessible, supported by continuous feedback and product innovation.
Instead of relying heavily on marketing spends, the company has leaned on a product-led growth strategy. Its trial packs, priced at Rs 399, allow customers to sample multiple fragrances before committing to a full-size purchase. The option to redeem the trial cost or opt for a refund has helped reduce hesitation and build trust among first-time buyers.
Customer insight has also played a central role in shaping the brand. Before launch, the team conducted on-ground research across malls and retail spaces to understand preferences. Since then, feedback from thousands of users has fed into product development and brand decisions.
Looking ahead, BlaBliBlu plans to expand its portfolio into adjacent categories such as body washes, roll-ons and car fragrances, while also exploring niche scent offerings.
With a strong start and a clear value proposition, the brand’s early momentum suggests it is well placed to carve out a lasting space in India’s evolving fragrance market.
