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Indobevs names Vikas Kumar co-founder to lead growth
MUMBAI: Indobevs, one of India’s fastest-growing alco-bev companies, has elevated Vikas Kumar to co-founder, signalling a bold step in its expansion drive. In his new role, Kumar will steer operational strategy, boost manufacturing muscle, and tighten supply chains to support Indobevs’ ambitious growth plans.
Kumar, who joined Indobevs seven years ago, has been the architect of the company’s operational backbone. He built robust manufacturing systems, streamlined supply chains, and implemented scalable processes that have helped the company grow nearly 40 per cent year-on-year.
With more than 20 years of experience across Hindustan Coca-Cola Beverages, United Biscuits and SC Johnson, Kumar brings expertise in supply chain management, plant engineering, project execution and process optimisation.
“Indobevs has always stood out for bold ideas and quality focus,” Kumar said. “As co-founder, I aim to make our operations resilient, agile and future-ready, ensuring we scale responsibly while delivering exceptional value to customers.”
Co-founder Geetika Mahandru added, “Vikas’ vision and operational insight have been key to our growth. Under his leadership, we are well-positioned to expand into new markets and continue offering premium, consumer-focused experiences.”
Indobevs is expanding both domestically and internationally, with greenfield facilities under construction in Uttar Pradesh and Karnataka. New launches include the liqueur Bonga Bonga and multiple whisky variants, all under Kumar’s operational oversight.
Founded in 2007, Indobevs has built a diverse portfolio that includes Brocode, Big Bro, Bro Red, Brose, Bonga Bonga Mystery Liqueur, Enso Japanese Whisky, Eden Blended Malt Whisky, Wingman Blended Malt Whisky, God’s Own Cognac and Tom & Mew Gin. The company continues to push bold flavours and contemporary drinking experiences.
MAM
Barista partners Ginny Weds Sunny 2 with mango campaign
Cafe chain blends cinema buzz with summer menu and 20 per cent offer.
MUMBAI: Love may brew slowly, but marketing clearly doesn’t especially when coffee meets cinema and mangoes steal the spotlight. Barista Coffee Company has partnered with the upcoming hindi film Ginny Weds Sunny 2 as its official beverage partner, in a move aimed at tapping into youth culture through entertainment-led engagement. The collaboration is not just a logo placement exercise. Instead, Barista is translating the film’s high-energy vibe into its cafés with a themed summer menu titled “Main Hoon Mango”, accompanied by a limited-period 20 per cent discount on combo offerings across outlets.
Actors Medha Shankr and Avinash Tiwary feature in the campaign, seen engaging with the mango-themed menu inside Barista cafés, a visual cue designed to blur the lines between reel and real-life consumption moments.
The strategy reflects a broader shift in how consumer brands are leveraging hindi film industry not just for visibility, but for immersive, on-ground engagement. By embedding the film’s narrative into its product experience, Barista is aiming to drive footfall, especially among younger audiences who increasingly seek experiential touchpoints over traditional advertising.
Barista Coffee Company CEO Rajat Agrawal described the partnership as both a branding and growth play, focused on expanding reach beyond the existing customer base and aligning with evolving consumer preferences.
The emphasis on a seasonal, flavour-led hook mango, one of India’s most culturally resonant ingredients adds a timely layer to the campaign, aligning with summer consumption trends while riding on the film’s promotional momentum.
For Barista, the move is part of a larger positioning shift. Rather than operating purely as a coffee retail chain, the brand is increasingly framing itself as a lifestyle destination, one that intersects with entertainment, conversation and shared experiences. By integrating cinema into its physical spaces, Barista is effectively turning cafés into micro-extensions of the film’s universe, where consumers do not just watch a story unfold but participate in it sip by sip.
The 20 per cent offer further nudges trial, lowering the barrier for consumers to engage with the themed menu while amplifying recall through a tangible incentive.
Brand-film collaborations are hardly new, but their execution is evolving. Where earlier partnerships relied on co-branded ads or product placements, the current playbook leans towards immersive storytelling and retail integration.
In that sense, Barista’s “Main Hoon Mango” push is less about promotion and more about participation inviting consumers to experience a slice of the film within a familiar, everyday setting. As the film industry continues to act as a cultural amplifier, such partnerships underline a growing truth, in today’s attention economy, it is not enough to be seen brands must be experienced.
And if that experience comes with a mango twist and a cinematic backdrop, all the better.
