Brands
Emcure Pharmaceuticals taps ebullient Vidya Balan to front new Arth wellness range
MUMBAI; Emcure Pharmaceuticals has recruited Bollywood star Vidya Balan as the face of its expanded Arth wellness range, marking the company’s strategic entry into the daily supplements market.
The Pune-based pharmaceutical firm is leveraging its women’s health expertise to launch products that blend traditional Indian herbs with modern science.
Balan will headline campaigns for three flagship products: Intimate Care for feminine hygiene, Sleep Support Gummies for rest quality, and Brain Fog Aid for cognitive function.
“Women are the backbone of families and communities, yet their health often takes a backseat,” said Balan. “True empowerment begins with good health, and I hope to inspire women to prioritise themselves through informed choices.”
The collaboration aims to break taboos around women’s health issues, particularly those considered sensitive or rarely discussed in public forums.
Namita Thapar, whole-time director at Emcure Pharmaceuticals, praised Balan’s credentials for the role: “We are excited to partner with Vidya, as she is bold, authentic, and truly embodies what our brand stands for. As a strong advocate for women’s health, she is known for speaking her mind.”
Emcure, which operates in more than 70 countries including Europe and Canada, has previously focused on menopausal health products. This expansion broadens its wellness portfolio with solutions targeting everyday health concerns.
The company’s decision to enter the supplements space comes amid growing consumer interest in preventative health measures and holistic wellbeing solutions, particularly products addressing specific women’s health needs.
The new Arth range is available nationwide and through the brand’s dedicated website.
Brands
Paytm taps Ujas Shah as vice president for sales, business development
Veteran executive to drive swiping devices and merchant-led growth
BENGALURU: Paytm has appointed Ujas Shah as vice president—sales business development, reinforcing its push to scale offline payments and device-led monetisation as competition in fintech intensifies.
In the role, Shah will lead business development for swiping devices, shape go-to-market strategy and oversee profit-and-loss execution across Paytm’s offline payments stack. His remit includes expanding distribution, tightening merchant lifecycle management and rolling out KPI-led sales systems aimed at improving acquisition and retention.
The appointment reads like an operational signal from the top: execution, discipline and scale now matter as much as growth. Industry executives say device-led payments, long viewed as margin accretive, are back in sharp focus.
Shah is a long-standing Paytm executive, having previously served as national sales head, assistant vice president and general manager for sales. Before joining the company, he held senior roles at Kinara Capital, where he was field sales head, and earlier at Idea Cellular, Tata Teleservices, Samsung Electronics and Asian Paints.
His two decades across telecom, consumer and fintech businesses give him a rare, cross-sector view of distribution-heavy models: an asset as Paytm looks to extract more value from its merchant base amid tighter capital and higher investor scrutiny.
