MAM
Duroflex expands leadership team to strengthen the brand and business
Mumbai: Duroflex, leading brand in the sleep solutions category, is proud to announce the appointment of Ullas Vijay as chief marketing Officer and Sudhanshu Krishna as chief sales officer – Consumer Business. This move is part of Duroflex’s ongoing efforts to strengthen its market position. By building its leadership team, Duroflex aims to drive innovation, enhance customer engagement, and accelerate growth in the highly competitive sleep solutions market.
Ullas Vijay, who joins as the CMO, will be taking the reins of Duroflex’s marketing. With over 16 years of experience managing brands across lifestyle, fashion, sports, and FMCG categories, Ullas has a proven record of accelerating market share and building strong brands. In his last role as Head Category & Communication at Bata India, he has excelled in identifying market gaps, leveraging consumer insights and ensuring product-brand alignment. His expertise in marketing and communications has led to successful campaigns, elevated customer experiences, and earned him several awards.
Speaking about his appointment, Duroflex Pvt. Ltd CMO Ullas Vijay said, “I’m delighted to join Duroflex, a company renowned for its pioneering innovations in the sleep solutions industry for over six decades. I look forward to driving growth and strengthening our relationships with our customers. By focusing on innovation, and enhancing customer experience at every touchpoint, I hope to make Duroflex the most loved sleep solutions brand.”
Sudhanshu Krishna, who joins Duroflex as the CSO, will be leading the sales function for the consumer business of the organization. Prior to Duroflex, Sudhanshu was with Eurreka Forbes as Vice President and CoE Head of Direct Sales. With over 18 years of experience, he has steered many prominent brands to success. Beyond his leadership in sales and business, Sudhanshu brings strategic thinking, analytical acumen and a talent for driving organizational change. His unique leadership style presents an opportunity for optimizing resources, refining sales processes and enhancing overall company performance.
Commenting on this new role, Krishna said, “I’m delighted to join Duroflex, a brand which is committed to quality and innovation in the sleep solutions industry and has earned immense trust from its consumers. With Duroflex, I hope to set a standard for excellence in the industry through superior solutions. I look forward to building strong relationships with our channel partners and continuously improving our skills to deliver exceptional results and drive profitable business growth.”
Speaking on both the leadership appointment, Duroflex group CEO Sridhar Balakrishnan said, “We are glad to welcome Ullas Vijay and Sudhanshu Krishna to the company’s leadership team. Their combined experience will be instrumental in further driving the growth and success of the organisation. We are excited to onboard these leaders who will steer Duroflex to become the top sleep solutions provider in India by enhancing our market position and value to the consumers as well as stakeholders.”
Brands
IICT partners with Gativedhi to bring studio production tools to students
New MoU lets students explore AI-driven production pipelines for AVGC-XR
MUMBAI: The Indian Institute of Creative Technologies (IICT) has teamed up with Gativedhi Technologies to give students a front-row seat to modern studio production. The collaboration will integrate Gativedhi’s AI-powered production intelligence platform, Shotrack, into academic programmes, letting students experience the workflow systems used by animation, VFX and gaming studios.
Under the MoU, faculty, students and researchers will get hands-on access to Shotrack through beta programmes, pilot deployments and academic evaluations. This will allow them to explore simulated production pipelines, understand asset management, track tasks and monitor schedules, essentially seeing how complex projects come together behind the scenes.
Shotrack is designed to tackle a key industry challenge: when multiple studios work on the same project, differing internal systems often create bottlenecks, slow approvals and complicate version control. The platform provides a unified production environment, enabling smoother collaboration across distributed teams while generating operational insights and predictive analytics to optimise crew allocation, forecast schedule risks and manage costs.
The collaboration also opens doors to Gativedhi’s wider ecosystem. Upcoming tools include StudioTrack, for studio operations management covering budgeting, recruitment and IT infrastructure, and WorkTrack, which measures workflow efficiency and team productivity across industries.
IICT plans to embed these tools into programmes covering animation pipelines, VFX workflows, gaming production and media project management. Students will also benefit from guest lectures, masterclasses, workshops, internships and research projects that connect academic learning with real-world studio practices.
IICT CEO Vishwas Deoskar, said the partnership provides “An environment where production pipeline tools can be explored, tested and refined while students gain insight into how large-scale productions are organised.”
Gativedhi Technologies founder & CEO Senthil Kumar added, “This collaboration introduces students to real-world studio management tools and helps us improve our platform with academic feedback.”
With Shotrack in classrooms, India’s future animators, VFX artists and gaming producers will get a taste of studio life long before they step into one.
