MAM
KAFF India welcomes Shital Gupta as new CEO
Mumbai: KAFF India, a pioneering name in the kitchen appliances industry, proudly announces the appointment of Shital Gupta as its new chief executive officer (CEO). With an illustrious career spanning over three decades, Gupta brings a wealth of experience and a proven track record of success to his new role.
Prior to joining KAFF India, Gupta held key leadership positions at prominent industry giants such as Samsung, LG, Videocon, Dish TV Godrej and BPL. His extensive experience in leading renowned organizations highlight his exceptional leadership capabilities and strategic acumen.
Expressing his enthusiasm about the appointment, KAFF India’s MD Deepak Anand, commented, “We are pleased to welcome Gupta to the KAFF family. With his distinguished career and remarkable achievements, we are certain that he will lead our organization into its next phase of growth.
Shital Gupta stated, “I am honored and excited to assume the role of CEO at KAFF India. It is a privilege to be entrusted with this responsibility, and I am committed to leveraging my experience and expertise to contribute to the overall success and expansion of the organization along with the channel expansion. I look forward to working closely with the talented team at KAFF to achieve our shared vision and objectives.”
Gupta’s appointment comes at a pivotal time for KAFF India as the company continues to innovate and expand its presence in the market. With his strategic leadership and deep industry knowledge, KAFF India is poised to achieve new milestones and solidify its position as a leader in the kitchen appliances sector.
MAM
Safal launches coconut water campaign with Tara Sutaria
Month-long push promotes 100 per cent tender coconut water, no added sugar.
MUMBAI: When life gets heated, Safal wants you to keep your cool, the coconut way. Safal, the horticulture arm of Mother Dairy, has rolled out a new campaign for its packaged Coconut Water, featuring Tara Sutaria, as it sharpens its pitch in the fast-growing ready-to-drink segment. The campaign, anchored in the idea of #TheSafalWayToRecharge, positions the product as a quick, natural and convenient hydration option for multiple everyday moments.
Conceptualised by Ogilvy, the month-long campaign is led by a digital video commercial (DVC) and is being amplified across Safal’s digital platforms to drive visibility and engagement. The communication shifts coconut water from a situational drink to an all-day companion spanning everything from post-workout recovery to on-the-go refreshment.
The film opens on a familiar note: fatigue after a shopping spree. Tara Sutaria’s character pauses for a break before being handed a pack of Safal Coconut Water, setting up a simple but effective narrative around instant, natural recharge. The moment pivots from exhaustion to energy, underlining the brand’s promise of effortless refreshment.
The campaign builds on changing consumer preferences, where convenience meets a growing demand for better-for-you beverages. Safal’s offering taps into this shift with 100 per cent tender coconut water, no added sugar, and sourcing from Tamil Nadu aimed at delivering consistency in taste and quality.
Having introduced packaged coconut water in 2025, Safal is now doubling down on positioning moving beyond functional hydration to embed itself in daily lifestyle routines. The messaging is clear, recharge does not need to be complicated, it just needs to be natural and within reach.
With this campaign, Safal is not just selling a drink, it is staking a claim in the evolving refreshment narrative, one sip, one moment at a time.
