MAM
FreshMenu strengthens leadership team; appoints Jyotishman Deka as chief business officer
Mumbai: The leading food-tech and cloud kitchen company FreshMenu has appointed Jyotishman Deka as chief business officer. Deka will work closely with founder and CEO Rashmi Daga to further accelerate the growth of the brand. Jyotishman comes with over 20 years of experience of working with MNCs as well as startups.
In his new role, he will look after business expansion, driving overall revenue and growth for the business. FreshMenu has also raised a capital of Rs 50 crore from Florintree Advisors, a growth stage venture capital firm. In the upcoming months, FreshMenu plans on using the new funding to target Rs 200 crore ARR in FY23 and double the kitchen footprint, while scaling its upcoming brands.
Speaking of his appointment, Jyotishman Deka said, “It is an interesting time for the food tech industry and FreshMenu in particular. I am excited to take this opportunity to drive a customer-focused approach to garner exponential growth for FreshMenu. I believe FreshMenu’s potential is limitless, and look forward to working with the teams to build and fast-track the brand’s momentous growth in the days to come.”
FreshMenu founder and CEO Rashmi Daga said, “We are excited to onboard Jyotishman to our core leadership team as we embark on our next phase. He brings a wealth of experience, skills and best practices from leading companies that we are sure will complement the growth of the company. Together, we look forward to re-energise the Freshmenu brand.”
Brands
Lovetc appoints Tamannaah Bhatia as brand face
Ananya Birla’s premium colour cosmetics line gears up for strong second year with 30 per cent monthly growth and fresh face category launch.
MUMBAI: Lovetc is tinting its success story with a starry new shade Tamannaah Bhatia has just been named the face of Ananya Birla’s premium beauty brand. As the colour cosmetics label under Birla Cosmetics completes a vibrant first year in April 2026, it is entering its second chapter with impressive momentum. The brand has delivered 30 per cent month-on-month growth, expanded thoughtfully into offline and quick-commerce channels, and built a loyal following through a digital-first approach mixed with genuine consumer connections.
Priced between Rs 650 and Rs 1,850, Lovetc focused its debut portfolio on lips and eyes categories. Hero products such as Tint, Talk, Etc Radiant Glow Hydrating Tint (SPF 30 PA++), Pout, Perfect, Etc Matte Bullet Lipstick, and Melt, Miracle, Etc Treatment Oil-Infused Lip Balm quickly won hearts. Early shoppers showed strong purchase intent, with average order values ranging from Rs 1,200 to Rs 2,800 and an average of two items per transaction, signalling healthy basket-building and repeat purchases.
The brand made its mark in key metros including Mumbai, NCR, Chennai, Bengaluru, Chandigarh, Patiala, Ludhiana, and Cochin, while Tier-2 cities surprised with robust demand and loyalty. On the distribution side, Lovetc entered 90 offline retail doors in year one and is on track to cross 150 doors by Q2 2026, choosing each outlet carefully to match its premium positioning.
To mark the milestone, Lovetc is stepping into the face category with the launch of Ace, Face, Etc 4K Blur Matte Foundation in eight shades tailored for diverse Indian skin tones. Additional innovations like the multi-purpose The Etc stick and longwear lip tint Love Bites are also in the pipeline.
Tamannaah Bhatia, known for her pan-India appeal across films and her authentic love for beauty, brings cultural relevance and credibility to the brand. Ananya Birla, founder of Birla Cosmetics, said, “Year Two is going to be big. The brief for every new launch remains the same: Does it perform? Is it playful? Is it kind to the person wearing it? Performance, playfulness, and kindness that is the promise we intend to keep. Bringing Tamannaah on board feels especially pertinent because she brings together an authentic love for beauty with a connection that cuts across audiences and geographies.”
Tamannaah Bhatia added, “I have always loved beauty as a form of self-expression, and what drew me to Lovetc is that it feels playful, thoughtful, and modern at the same time. I am excited to be the face of a brand that is creating products with both performance and personality.”
With deliberate growth, quality-focused retail expansion, and a celebrity partner who genuinely connects with beauty lovers nationwide, Lovetc is blending performance with personality in a market hungry for thoughtful premium options. As it steps into year two, the brand is proving that in beauty, the right tint can make everything glow a little brighter. Delhi, Mumbai, or a Tier-2 favourite Lovetc is colouring India’s beauty shelves with confidence and charm.
