Brands
Eloelo Group names Nishant Kumar as chief marketing officer
BENGALURU: Eloelo Group, one of India’s leading consumer internet companies, has promoted Nishant Kumar to chief marketing officer. The move is part of the Group’s plan to accelerate growth, sharpen execution, and scale its operations for the long term.
Nishant, who was previously senior vice president – marketing and revenue, has been a key member of Eloelo’s leadership team for the past two years. During this period, the company’s Bharat-first platforms have grown to a combined user base of over 150 million.
Under Nishant’s guidance, Eloelo has expanded its audience from around 20 million users to more than 150 million, unlocked new monetisation opportunities across India’s digital ecosystem, and delivered steady revenue growth quarter after quarter.
He was instrumental in building Story TV from scratch, helping it become India’s most downloaded app on the Google Play Store and a frontrunner in the microdramas segment. He also led growth initiatives for Master, positioning it as the country’s most downloaded education app and a rising star in microlearning.
Commenting on the promotion, Eloelo Group founder and CEO Saurabh Pandey said, “As we aim for 250 million users, it was vital to empower our leadership with someone who has driven the engine behind our success. Nishant has built one of the finest marketing teams in the industry and delivered unmatched scale in users, revenue, and market share. His leadership will be pivotal for our next growth phase.”
Nishant Kumar said, “Having been part of the Group’s journey from day one, I am thrilled to take on this expanded role. My focus will be on growing market share, boosting revenues, and cementing Story TV, Master, and Eloelo as leaders in their categories. I am grateful to my team and leadership for trusting me with this mandate.”
With over a decade of experience, Nishant has previously held leadership roles at Flipkart, Ola, and Apollo Hospitals, driving growth, marketing, and revenue strategies.
Brands
Zydus Wellness expands Ritebite Max Protein into new formats
RTD shakes, ghee jaggery bars and Korean chips target $10–12 bn protein market.
MUMBAI: Protein is no longer just gym talk, it’s making a full-course entry into everyday India. Zydus Wellness Ltd. is stretching its Ritebite Max Protein portfolio across three new formats, signalling a sharper push to turn protein from a niche supplement into a daily habit. The expansion brings ready-to-drink (RTD) protein shakes, culturally rooted ghee jaggery bars, and Korean-inspired protein chips under one umbrella, an attempt to build what the company calls a “multi-format protein ecosystem”. The move targets India’s rapidly expanding protein market, currently estimated at $10–12 billion and growing at a mid-teen CAGR.
The numbers suggest the strategy already has legs. In Q3 FY26, Ritebite Max Protein posted near double-digit EBITDA margins following its acquisition, driven by distribution expansion, product innovation and broader category tailwinds.
At the centre of the rollout is convenience. The newly launched RTD shakes available in Choco Burst and Berry Blush deliver 26 grams of protein per 250 ml serving, designed for on-the-go consumption. Meanwhile, the “Roots” Ghee Jaggery Protein Bars blend traditional Indian ingredients with whey and casein, offering 10 grams of protein and 4 grams of fibre per serving.
But the play isn’t just about nostalgia. On the other end of the spectrum, Korean-flavoured protein chips featuring variants like Hot Chilli, Barbeque and Gochujang tap into global snacking trends. Each 60-gram serving delivers 10 grams of protein and 4 grams of fibre, alongside claims such as no palm oil and gluten-free formulation.
The broader insight is clear: the protein category is fragmenting along lifestyle lines. One cohort is leaning into familiarity and traditional formats, while another is chasing novelty and international flavours. Zydus is betting it can straddle both worlds.
With a nationwide rollout planned across e-commerce and quick-commerce platforms, the company is positioning Ritebite Max Protein not just as a product line, but as a day-long consumption habit, one shake, bar, or chip at a time.
