MAM
Leo Burnett Group appoints Saurabh Varma as regional chief strategy officer
MUMBAI: Leo Burnett chief strategy officer Singapore and Malaysia Saurabh Varma has been elevated to the post of regional chief strategy officer for the APAC region. He will report directly to Leo Burnett Asia-Pacific president Jarek Ziebinski.
In his role as regional chief strategic officer, Varma will oversee all heads of strategy and planning directors across all Leo Burnett Group offices in the region. He will be responsible for ensuring that strategists of all planning disciplines across Asia-Pacific are properly trained and well-equipped.
He will also head a regional effectiveness council which will comprise key effectiveness leaders overseeing sub-regions of Southeast Asia, North Asia, India and Subcontinent and Australia which Leo Burnett will be launching in the near future. Varma will continue as a member of the Leo Burnett Worldwide HumanKind Standards Board and represent Leo Burnett Asia-Pacific on the Leo Burnett Worldwide Global Planning Board.
Varma joined Leo Burnett in 2007 and has more than 14 years of aggregate experience in the industry having worked across multiple categories including retail, FMCG, banking and finance and consumer durables. During this time he has worked on brands such as Indian Oil, Lakme, Vicks, Nivea, Fosters, Philips, HP, Blackberry, Samsung, Friesland Campina Asia-Pacific (Dutch Lady/Foremost/Frisian Flag), MCYS and United Overseas Bank.
Brands
BlaBliBlu hits Rs 100 crore run rate within six months of launch
Affordable luxury fragrance brand rides youth demand and rapid adoption
NEW DELHI: BlaBliBlu has clocked an annual run rate of Rs 100 crore within just six months of launch, underlining the rapid rise of new-age fragrance brands catering to India’s young consumers.
The startup, founded by Palash Arneja along with Rajat, Kushal and Durgesh, is currently operating at a monthly run rate of Rs 8 crore. The milestone places it among the fastest-growing entrants in India’s competitive fragrance market.
BlaBliBlu’s growth story hinges on a clear gap it spotted early on. Consumers typically had to choose between expensive international perfumes and lower-priced options that often compromised on quality or longevity. The brand positioned itself in between, offering fragrances priced under Rs 1,000 while maintaining premium-like performance.
A key differentiator has been its product formulation. With a fragrance oil concentration of around 25 per cent, the company claims its perfumes deliver longer-lasting wear comparable to higher-end global brands. Combined with sleek packaging and design, the products have resonated with younger buyers looking for both style and substance.
“Reaching a Rs 100 crore annual run rate within six months is an exciting milestone that shows strong customer demand across India,” said BlaBliBlu founder Palash Arneja. He added that the brand’s focus has been on delivering premium-quality scents while keeping them accessible, supported by continuous feedback and product innovation.
Instead of relying heavily on marketing spends, the company has leaned on a product-led growth strategy. Its trial packs, priced at Rs 399, allow customers to sample multiple fragrances before committing to a full-size purchase. The option to redeem the trial cost or opt for a refund has helped reduce hesitation and build trust among first-time buyers.
Customer insight has also played a central role in shaping the brand. Before launch, the team conducted on-ground research across malls and retail spaces to understand preferences. Since then, feedback from thousands of users has fed into product development and brand decisions.
Looking ahead, BlaBliBlu plans to expand its portfolio into adjacent categories such as body washes, roll-ons and car fragrances, while also exploring niche scent offerings.
With a strong start and a clear value proposition, the brand’s early momentum suggests it is well placed to carve out a lasting space in India’s evolving fragrance market.
