MAM
IndoBevs names Diksha Sahgal head of PR and communications
Former category manager to lead integrated communications amid expansion
INDIA: IndoBevs has appointed Diksha Sahgal as head of PR and corporate communications, as the beverage maker sharpens its brand and communications strategy to support its next phase of growth.
Sahgal, who joined the company in 2024, takes on the role after serving as category manager for specialty spirits. In her new position, she will lead IndoBevs’ integrated communications function, shape its evolving brand voice, and strengthen engagement with consumers, partners and industry stakeholders as the company expands across India and international markets.
During her tenure as category manager, Sahgal played a role in refining brand positioning and driving portfolio innovation, including the launch of botanically infused liqueur Bonga Bonga, which helped build momentum in the speciality spirits segment.
Sahgal brings over seven years of experience in brand and communications strategy. Prior to IndoBevs, she held roles at Woodsmen Mountain Whiskey and Freecharge, spanning brand building, consumer engagement and strategic communications. She holds a specialisation in public relations from the Xavier Institute of Communications, Mumbai.
Founded in 2007, IndoBevs has built a portfolio of contemporary alcoholic beverage brands across spirits and liqueurs, positioning itself as a fast-growing challenger in India’s evolving drinks market.
Brands
Reebok partners with Jerai Fitness for gym equipment in India
Long-term deal to manufacture and distribute Reebok-branded fitness products from April 2026.
MUMBAI: Reebok is pumping up its presence in India and this time, it’s bringing serious muscle to the gym floor. Jerai Fitness Limited, an Indian manufacturer with over three decades of experience in fitness equipment, has announced a first-of-its-kind long-term partnership with Reebok. Under the agreement, Jerai Fitness will manufacture and distribute Reebok-branded gym equipment across India and neighbouring countries including Sri Lanka, Bangladesh and Nepal. The products will be available from 1 April 2026.
The collaboration combines Jerai Fitness’ fully automated, technology-driven manufacturing facility with Reebok’s global brand legacy to redefine the fitness equipment ecosystem in the region.
Jerai Fitness Limited chairman & managing director Rajesh Rai said the partnership leverages advanced manufacturing capabilities to deliver high-quality products tailored to market needs.
Authentic Brands Group EVP of Reebok Steve Robaire noted that India is a dynamic and fast-growing fitness market. “Jerai Fitness brings the manufacturing expertise and local insight needed to deliver high-quality, performance-driven equipment at scale,” he said.
The partnership will introduce a comprehensive commercial range covering cardio, free weights, and high-end home-use equipment under two distinct series. All products adhere to international standards, including ISO 9001:2015, ISO 14001:2015, ISO 45001:2018, ASTM certifications, and European safety standards EN ISO 20957-1:2013, EN 957-2:2003 and EN 957-4:2006.
Jerai Fitness’ manufacturing facility features fully automated production systems and dedicated storage infrastructure. As of 31 August 2025, it had an installed annual capacity of 21,000 units.
The Reebok-branded equipment will be available pan-India through Jerai Fitness showrooms and official websites jeraihomegym.com and jeraifitness.com.
In a market where fitness goals are rising faster than dumbbells, this partnership gives Reebok the local strength it needs while giving Jerai Fitness a powerful global brand to flex. For Indian fitness enthusiasts and gym owners, the workout just got a stylish upgrade.
