Brands
JioStar names Riddhi Shah as VP, product and revenue strategy for Hindi GEC
Shah takes charge of strategy for Star Plus, Colors, Star Utsav and Colors Rishtey
MUMBAI: JioStar has appointed Riddhi Shah as vice president, product and revenue strategy for its Hindi general entertainment cluster.
Shah, who has spent 18 years with the organisation across its Viacom18 and JioStar phases, will lead product and revenue strategy for key Hindi GEC properties including Star Plus, Colors, Star Utsav and Colors Rishtey.
Shah announced the development in a LinkedIn post marking her 18th anniversary with the organisation. She joined the business in 2008 and was part of the team involved in the launch of Colors.
Reflecting on her career, Shah said her responsibilities have expanded over the years, giving her opportunities to work across different areas of the media business and take on new challenges.
In her current role, she is responsible for strategic revenue initiatives across the Hindi GEC portfolio. Her profile lists expertise across revenue strategy, ad sales planning, pricing, inventory monetisation, business forecasting, market share strategy and media industry analytics.
Before moving into her current role, Shah spent nearly 17 years with Viacom18. She served as vice president, sales planning from April 2020 to May 2025, leading sales planning strategy for Hindi mass entertainment.
Prior to that, she was associate vice president, sales planning for Hindi mass entertainment from September 2008 to March 2020. Her responsibilities included ad sales planning and budgeting, pricing and inventory management, revenue analysis, client account management and non-traditional revenue opportunities.
Shah also worked on client servicing and in-show integrations for properties including Khatron Ke Khiladi and India’s Got Talent.
Earlier in her career, she was manager, revenue planning at Star India from March 2007 to September 2008. She handled channel revenue planning, sales packages, rate cards, revenue projections and strategies to maximise advertising revenue.
Shah began her career in the aviation sector as a senior executive, revenue analyst at GoAir, following an earlier sales role at Sahara One.
In her LinkedIn post, Shah credited colleagues and former leaders including Bikash Kundu, Simran Hoon, Rajesh Kamat, Raj Nayak, Pritesh B Magodia, Pavithra KR, Abhishek Vinay Singh and Shubhra Saraf Sethi for their support and mentorship through her career.
Shah holds a Master of Commerce from R.A. Podar College of Commerce and Economics and a Bachelor of Commerce degree from S.I.E.S College of Commerce and Economics.
