MAM
Khadim onboards Shardul Thakur as brand ambassador
Mumbai: Homegrown footwear brand Khadim has announced the onboarding of cricketer Shardul Thakur as its new brand ambassador. The brand has also launched its new marketing campaign called ‘It’s Wow It’s Khadim.’
Thakur, a bowling all-rounder has been representing the international men’s cricket team across all formats since making his debut in 2017. He’s also signed with Delhi Capitals for the 2022 season of the Indian Premier League. “Shardul’s popularity as a cricketer especially with gen-Z and millennials is what the brand is looking at capitalising on to expand its footprint across the country,” said the statement.
“The campaign seeks to highlight the new fashionable range of products, the refreshed in-store experience and reinforce the affordable price point,” stated Khadim India Ltd CEO Namrata Ashok Chotrani. “The trinity will deliver the delightful ‘It’s Wow It’s Khadim’ experience to consumers. The campaign is being heavily promoted on digital platforms with a focus on select markets. Apart from the media, the association will also be extended to instore, retail, and consumer touchpoints.”
Brands
Safex Group appoints Richa Malhotra as group chief financial officer
Former Standard Chartered executive to steer finance
NEW DELHI: Safex Chemicals has appointed Richa Malhotra as group chief financial officer, strengthening its leadership team as the company prepares for the next phase of expansion in specialty chemicals and global agrochemicals.
In her new role, Malhotra will lead the group’s financial strategy, capital architecture and governance framework as Safex scales operations across multiple verticals including branded formulations, specialty chemicals and contract manufacturing.
A chartered accountant and graduate of Shri Ram College of Commerce, University of Delhi, Malhotra brings more than two decades of experience in business finance, strategic planning, corporate banking and client management.
Before joining Safex, she served as executive director, financial markets at Standard Chartered, where she led teams across India and Sri Lanka and worked closely with large corporates, global subsidiaries and commercial banking clients. Her expertise includes capital structuring, treasury operations, risk management and financial markets led financing solutions.
Safex Group promoter director and joint managing director Piyush Jindal, said the appointment comes at a pivotal time for the company. “Safex stands at an inflection point as we build an integrated platform across branded formulations, specialty chemicals and contract manufacturing. Richa’s experience across global financial institutions will strengthen our financial discipline and help unlock value across the group,” he said.
Malhotra said she was looking forward to contributing to the company’s next chapter of growth. “Safex has built a strong reputation over 35 years with its focus on integrity, innovation and agricultural insight. I am excited to be part of the organisation as it expands its footprint in India and global markets,” she said.
The appointment comes as Safex continues to strengthen its financial foundations and scale operations internationally, positioning itself for future growth milestones.
