MAM
Mars Wrigley India exemplifies inclusion and diversity with five key appointments
Mumbai: In a significant move demonstrating its ambitious focus on inclusion and diversity and continued investment in the talent pool in India, Mars Wrigley on Thursday announced the appointment of three new women executives in its India Leadership Team and chose two executives from India to take up global roles critical to the company’s growth strategy.
Richa Singh, Sunita Patnaik, and Shahine Ardeshir have joined Mars Wrigley India Leadership Team as chief financial officer (CFO), director – corporate affairs, and director – people and organization (P&O) India, respectively, while Chirag Shah has been elevated as CFO of Nature’s Bakery, a Mars business in the US, and Hegeler Solomon promoted to director of people and organisation, Mars Wrigley Asia.
“Fostering talent and building capability remain a cornerstone of Mars Wrigley and we are highly intentional in finding the best talent, building the right capabilities and creating an environment of inclusion and diversity,” said Mars Wrigley India, general manager, Kalpesh R Parmar. “This is instrumental to our ability to deliver our growth legacy and navigate the challenges as well as capitalize on the opportunities that lay ahead as we remain steadfast on our long-term commitment to India. Aligned with this, I am pleased to welcome Richa, Sunita and Shahine to Mars Wrigley India’s leadership team. These appointments advance our commitment to bringing on board strong women leaders to position us well in our journey of purpose-led growth.”
“Equally, I am very excited that Chirag Shah and Hegeler Solomon have been elevated to lead global positions within Mars. Both of them have been strong architects in India’s growth story for Mars Wrigley and have made a significant contribution to the business. I am very proud of this move as it is a strong testament of our ability to nurture and export world-class talent from India for the company globally. Their unique experiences in a diverse and fastest-growing market like India will help shape and contribute to the transformative growth strategy of the company across the markets. I wish all of them the very best as they begin their new assignments,” Parmar added.
Richa Singh comes with a global experience of over two decades across consumer durables and FMCG companies, leading business accelerations and transformations, process optimisations, among others. She joins from Niine Pvt Ltd, a start up in feminine hygiene that she led for three years. Prior to Niine, she worked in Philips Healthcare@Home, Philips Consumer, J&J Medical ASEAN, Coca-Cola, and P&G across India, ASEAN, Australia, and Japan. Richa replaces Chirag Shah.
Sunita Patnaik comes with nearly two decades of experience in journalism, corporate affairs, communications, CSR, and Sustainability. Sunita joins from Facebook India where she led content and programs policy communications. Prior to Facebook, Sunita was associated with Walmart India and Cargill India. In her current role, Sunita will be responsible for leading government relations, corporate communications, PR, and advocacy efforts across all Mars Wrigley India brands and verticals.
Shahine Ardeshir comes with a wealth of experience, a large part of it from within the company, having joined Mars in 2012. She has held a number of key roles within the leadership team, including most recently as Associate Relations (AR) Lead for the segment across India, Middle East and South Africa. She played an integral part in launching and stabilising AR operations of the new People and Organization operating model, across a diverse region, supporting all segments including Mars Wrigley, Pet Nutrition, and Royal Canin. Shahine replaces Hegeler Solomon.
Richa, Sunita, and Shahine will be based in Gurugram.
Chirag Shah joined the company in 2016 as CFO for the erstwhile Mars Chocolate segment in India. He was later appointed as Finance Director for the Mars Wrigley integrated business in 2017 in India. Shah will be relocating to the US shortly.
Hegeler Solomon joined Mars in May 2014 as People and Organization Business Partner for the erstwhile Wrigley segment and subsequently moved as director – people and organization for Wrigley South Asia. Later he was appointed as director – people and organisation for the combined Mars Wrigley unit in India. During this stint, Solomon played the lead role in integrating the structure of the two different organisations and created an enabling culture that helped the company secure a ‘Great Place to Work’ status in India. Solomon will transition to his new role in September.
MAM
India’s experience economy grows as live events market hits Rs 17,000 crore
EY-Parthenon and BookMyShow report finds 78 per cent Indians prefer experiences over products
MUMBAI: India’s live entertainment scene is no longer just about music, comedy or festivals. It is increasingly becoming a powerful stage for brands seeking deeper connections with consumers.
A new report titled Beyond Attention, Into Immersion by EY-Parthenon and BookMyShow suggests that India’s experience economy is entering a strong growth phase, driven by consumers who are choosing memorable moments over material purchases.
According to the study, the country’s live events ecosystem, which includes concerts, comedy tours, festivals and immersive exhibitions, is estimated to reach around Rs 17,000 crore in 2025. The growth reflects a broader cultural shift in how Indians spend their time and money.
The report finds that 78 per cent of Indian consumers now prefer spending on experiences rather than physical products. From attending concerts and festivals to participating in interactive brand installations, audiences are increasingly seeking engagement, community and shareable moments.
This change in consumer behaviour is particularly evident among younger audiences who want to participate rather than simply watch. Instead of passively consuming entertainment, many now look for experiences that allow them to interact, express themselves and connect with like minded communities.
For marketers, this shift has turned experiential marketing into a strategic priority rather than a promotional add on. Brands are moving away from interruption driven advertising and towards immersive formats that allow consumers to discover, test and emotionally connect with products.
The report suggests that experiential marketing now plays a role across the entire consumer journey. It can spark brand discovery, strengthen storytelling, encourage product trials and ultimately influence purchase decisions and loyalty.
The impact is already visible. Post event surveys conducted among 7,450 attendees at major events including Lollapalooza India and concerts by Ed Sheeran and Guns N’ Roses highlight the effectiveness of these experiences.
Around 59 per cent of attendees recalled brands they interacted with during the events, while 55 per cent said those interactions increased their likelihood of purchasing from the brand. A further 63 per cent reported that brand activations actually enhanced their event experience rather than distracting from it. Nearly 29 per cent also said the interaction improved their perception of the brand.
Brands are also changing the way they approach events. Instead of simply putting logos on stages or banners, companies are building experiences into the fabric of the event itself.
Financial services brands, for example, are offering early ticket access, exclusive lounges and curated event experiences for cardholders. Fashion and beauty companies are using festivals to showcase products through pop ups, interactive installations and social media friendly spaces that encourage visitors to share their experiences online.
The scope of experiential marketing now stretches far beyond live entertainment. Retailers are designing experiential stores where customers can explore products in lifelike environments. Entertainment platforms are extending popular intellectual properties into immersive exhibitions and fan events. Technology is also playing a growing role through augmented reality and virtual try on tools that blend digital discovery with physical interaction.
Cultural festivals remain one of the most powerful platforms for such engagement in India. Celebrations such as Navratri and Holi bring together large communities, emotional participation and heightened consumer spending. For brands, these moments offer an opportunity to become part of the celebration rather than simply advertise around it.
Despite the momentum, the report notes that some companies still hesitate to adopt experiential marketing at scale. Budget constraints, limited expertise and uncertainty around measuring return on investment remain common concerns.
However, the growing body of data around consumer engagement and brand impact is gradually addressing these challenges. More marketers are expected to allocate a larger share of their budgets to experiential formats over the coming years.
Taken together, the findings point to a clear trend. As consumers seek meaning, memories and moments worth sharing, live experiences are emerging as one of the most powerful ways for brands to stay relevant in a crowded media landscape.
