MAM
Eureka Forbes appoints Digitas as digital AoR
MUMBAI: Eureka Forbes Limited has awarded its digital strategies and social media mandate to Digitas India of the Publicis Groupe.
Digitas will be responsible for an integrated and end-to-end solution to strengthen engagement with customers across digital platforms like electronic customer relationship marketing (e-CRM), e-commerce, online relationship management (ORM) and social media. E-commerce will play an important role in the company‘s digital strategy as Eureka Forbes is strengthening its presence not only in direct sales but also retail and B2B space as well.
Eureka Forbes CEO direct sales and senior vice president, marketing Marzin R Shroff said, “We are happy to partner with Digitas as our digital agency. The core strength of Eureka Forbes is ‘relationships‘ with our customers. In this digital age, it is important for us to engage with our customers real-time on the digital platforms as well and cater to their needs. For over 30 years, India has known us for our direct marketing efforts; the vision is to replicate the same on the digital space as well. We believe the integrated approach and rich experience of Digitas will help us to strengthen our customer relationships on a long term basis and wish to build a strong e-commerce channel to supplement our success of direct selling in India.”
Digitas India president Kanika Mathur said, “This is an amazing opportunity and we are incredibly excited to be a part of the digital initiative for Eureka Forbes – the world‘s No. 1 direct sales company. More and more of Eureka Forbes customers will be online as the internet explodes in India and we believe that a significant business model can be created online.”
Eureka Forbes is a water purification company with marquee brands like Aquaguard and Euroclean for nearly 30 years. It has a strong legacy of building relationships with customers providing safest and technologically advanced health and hygiene solutions.
The company today has emerged as a multi-product, multi-channel organisation with a strong pedigree of brands encompassing water purifiers, vacuum cleaners, air purifiers, home security and automation solutions, fire extinguishers and a large range of institutional products on the cleaning and the purification space.
Brands
Ascenta elevates Adheip Bakshi to sales director amid growth push
Move aligns with expansion plans and flagship Basalt Hills development
MUMBAI: Ascenta has elevated its co-founder Adheip Bakshi to the role of sales director, signalling a sharper focus on scaling operations and expanding its market footprint.
Bakshi, who has been instrumental in shaping the company’s sales and marketing strategy since its early days, brings over a decade of experience in real estate sales and operational planning. He has played a central role in building Ascenta’s channel network and refining its go-to-market approach.
The leadership move comes as the company gears up for its next phase of growth, anchored by Basalt Hills, a 20-acre low-density villa estate positioned within the emerging Mumbai 3.0 corridor. Designed as a hospitality-led, lifestyle-focused community, the project combines serviced plots, bespoke villas and curated infrastructure within a natural basalt landscape.
Speaking on his new role, Bakshi said, “I’m excited to take on this role at a pivotal stage in Ascenta’s journey. Our focus remains on building a disciplined, channel-driven sales ecosystem while aligning closely with evolving buyer expectations for lifestyle-oriented developments. Basalt Hills is a strong reflection of this direction, and we aim to scale thoughtfully while maintaining the integrity of the product and experience.”
Commenting on the elevation, Ascenta founder and managing director Karan Bahl said, “This elevation reflects a natural progression, recognising Adheip’s contribution to the business and his ability to scale sales operations in a competitive luxury segment. As we expand our portfolio of boutique, design-led developments, strengthening leadership across functions remains a key priority.”
With this leadership shift, Ascenta appears to be doubling down on structured growth while keeping its focus firmly on design-led, premium real estate, a space that continues to evolve with changing buyer aspirations.
