MAM
Kaizzen adds fizz to IBA’s communication strategy
MUMBAI: Kaizzen is set to add some serious sparkle to India’s beverage story. The Indian Beverage Association (IBA), the apex body representing non-alcoholic drink companies, has appointed Kaizzen as its strategic communications partner for public relations and advocacy.
The partnership will see Kaizzen drive integrated communication efforts to strengthen IBA’s narrative across public, media, and policy circles. The focus will be on promoting transparent, science-led discussions on nutrition, sustainability, and responsible consumption while highlighting the industry’s growing contribution to India’s economy, innovation, and jobs.
Kaizzen founder and chief executive officer Vineet Handa said, “We are pleased to win the trust of the Indian Beverage Association, which represents one of India’s most dynamic consumer sectors. A 2021–22 ICRIER study shows this sector contributes 13 per cent of India’s exports and 6 per cent of industrial investments. Our goal is to strengthen IBA’s voice through informed conversations around the beverage industry.”
Kaizzen will design and execute a holistic PR and advocacy plan covering stakeholder engagement, thought leadership, and digital communication to position IBA as a key voice in India’s growth narrative.
The partnership adds another feather to Kaizzen’s cap as it expands its footprint across corporate, FMCG, and public affairs domains, solidifying its place among India’s most trusted communication consultancies.
Brands
Radico Khaitan appoints Kunal Madan as chief marketing officer
Promotions signal focus on premium spirits, global expansion and homegrown leadership
UTTAR PRADESH: Radico Khaitan has elevated two long-serving insiders to its top leadership team, signalling a bold push into premium spirits and global markets. Kunal Madan steps in as chief marketing officer, while Sudhir Upadhyay takes charge as chief sales officer, both part of what managing director Abhishek Khaitan calls a consciously built next-generation leadership bench.
“At Radico Khaitan, our growth has always been powered by people,” Khaitan said. “True leadership is not imported, it is cultivated.” He added that empowering internal talent ensures continuity while keeping the company globally competitive and future-ready.
Madan, with over 20 years of experience across global sales and marketing, will drive brand architecture, marketing strategy, and the premiumisation agenda, including travel retail. Upadhyay, who has 25 years in the industry and was most recently national sales head, will oversee distribution expansion and execution across markets.
The leadership reshuffle comes amid Radico’s intensified focus on premium spirits, a segment driving higher margins and international growth. Last year, Ajay Kakkar was brought on to head the Premium On-Trade vertical, targeting modern and institutional channels to boost presence in high-growth segments.
Meanwhile, Amar Sinha stepped down as chief operating officer after contributing across multiple growth phases. Khaitan acknowledged Sinha’s role in supporting the company’s trajectory, while Sinha described his tenure as “an absolute privilege,” crediting Khaitan’s leadership for shaping the company’s strategic direction.
With a homegrown leadership bench and a clear premium agenda, Radico Khaitan is set to accelerate its global expansion while doubling down on brand elevation and market impact.
