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Janhvi Kapoor teams up with Amaha to spotlight alcohol addiction
‘Off the Rocks’ aims to shift stigma to science in mental health discourse
MUMBAI: Janhvi Kapoor has partnered with Amaha to launch Off the Rocks, an awareness-led initiative that seeks to reframe alcohol addiction as a clinical mental health condition rather than a moral failing.
The initiative comes at a time when alcohol consumption is increasingly normalised in social settings, yet awareness around dependency and addiction remains limited. According to estimates, nearly one in five alcohol users in India may face addiction, but many continue without diagnosis or access to professional care, often held back by stigma or lack of understanding.
Kapoor said the idea for the campaign stemmed from a gap she has observed in public conversations. “The conversation around alcohol is either completely absent or deeply judgmental, and neither serves the people who actually need support,” she said. “Alcohol addiction is real, it’s clinical, and it affects people across every walk of life.”
Off the Rocks is designed as a long-term, multi-format effort rather than a one-off campaign. It will feature expert-led discussions, personal stories, and accessible content aimed at building awareness, reducing stigma, and guiding individuals towards professional help.
To ensure clinical depth, Kapoor has teamed up with Amaha, a full-spectrum mental health organisation with a large network of psychiatrists and psychologists. The organisation brings both infrastructure and expertise, particularly in treating moderate to severe mental health conditions, including alcohol use disorder.
“Addiction sits at the intersection of neuroscience, psychology, and lived experience, and remains one of the most stigmatised conditions we see,” said Amaha founder and CEO Amit Malik. He added that the initiative would help connect public awareness with credible, evidence-based care.
Amaha currently operates across multiple cities with in-person centres and digital services, offering therapy, psychiatry, and self-care tools in several languages. Its platform has reached millions globally, reflecting a growing demand for structured mental health support in India.
With Off the Rocks, Kapoor and Amaha are attempting to shift the narrative from blame to understanding, and from silence to support. If it succeeds, the initiative could help more people recognise when social drinking crosses the line and, more importantly, where to turn next.
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Microsoft name Aparajita Puri as managing director – strategic pursuits team (SPT)
Former McKinsey partner to drive large-scale enterprise transformation deals
MUMBAI: Aparajita Puri has joined Microsoft as managing director for its strategic pursuits team in India and South Asia, stepping into a newly created leadership role aimed at scaling large enterprise transformation initiatives.
The role is part of Microsoft’s India leadership structure and is focused on strengthening engagement with key clients, particularly as demand rises for large, tech-led business transformations. Puri will lead strategic deals across sectors, working at the intersection of artificial intelligence, data, and cloud adoption.
Her appointment marks a shift from consulting to big tech after more than a decade at McKinsey & Company, where she most recently served as partner. Over an 11-year stint, she held multiple roles across geographies, advising global clients on strategy and transformation.
Reflecting on the move, Microsoft managing director Aparajita Puri said, “After an incredibly rewarding journey at McKinsey, I’m excited to begin a new chapter at Microsoft.” She added that the shift comes at a time when technology and business transformation are converging at an unprecedented pace.
Puri also highlighted the opportunity to work on large-scale transformation mandates. “It’s an exciting time to be at the intersection of tech and business transformation, especially as AI, data and accelerated cloud adoption reshape industries,” said Microsoft managing director Aparajita Puri.
In her new role, she will collaborate closely with senior leaders including Lloyd Adams, Mark Leigh and Puneet Chandok, aligning with Microsoft’s broader push to deepen its enterprise footprint in the region.
With a background that spans consulting, finance and policy, including stints at global firms and academic exposure at leading institutions, Puri brings a mix of strategic depth and execution experience to the role.
Her appointment underlines Microsoft’s growing focus on India and South Asia as key markets for high-value digital transformation. As enterprises double down on AI and cloud, the company appears to be gearing up with leadership that can both spot big opportunities and see them through.
