Brands
Mitali Patel named app marketing lead for Prime Video India, SEA
MUMBAI: Prime Video is pressing play on a bigger regional growth story, with Mitali Patel stepping into an expanded role as app marketing lead for India and South East Asia at Prime Video and Amazon MGM Studios.
Based in Mumbai, Patel will now shape app growth strategies across some of the world’s most diverse and fast-moving streaming markets. Her new mandate centres on turning customer insights into sharp, scalable playbooks that travel well across borders, while still feeling local on the ground.
Sharing the news, Patel said she is excited to take on the broader remit, working closely with global and regional teams to build repeatable frameworks that deliver measurable impact. The focus, she noted, will be on balancing strategic thinking with execution that actually moves the needle.
Patel brings serious streaming and marketing muscle to the role. She has spent over six years with Amazon, rising through the ranks from marketing manager to senior marketing manager, and most recently driving growth marketing initiatives for Prime Video. Before Amazon, she clocked nearly a decade at Viacom18, working across Voot and digital marketing roles, and earlier honed her media planning chops at Quasar and IdeateLabs.
With streaming platforms fighting harder than ever for attention, retention and daily relevance, Patel’s elevation signals Prime Video’s intent to fine-tune its app-first growth engine across India and South East Asia. For viewers, the result may be subtle. For the business, the stakes are anything but.
Brands
Mother’s Recipe launches Summerwala Sharbat range
Five nostalgic flavours priced at Rs 215 aim to tap summer refreshment demand.
MUMBAI: Call it a sip of summer nostalgia, Mother’s Recipe is bottling childhood memories and pouring them back into the present. The homegrown ethnic food brand has introduced its Summerwala Sharbat range, a five-flavour line-up designed to recreate the familiar tastes and rituals of Indian summers, while catering to modern consumption habits. The range features Mango Panna, Rose Syrup, Jeera Masala Syrup, Khus Syrup and Lemon Ginger Squash, each rooted in flavours that have long defined seasonal refreshment across Indian households. From the tang of raw mango to the cooling comfort of khus, the portfolio leans heavily into recall, not reinvention.
At a time when brands are increasingly leaning on nostalgia as a strategic lever, Mother’s Recipe is positioning Summerwala Sharbat as both a functional beverage and an emotional cue. The idea is simple: revive the small, everyday rituals post-play drinks, family gatherings, the clink of ice in a glass that once defined summer afternoons.
The products are packaged in 750 ml PET bottles and priced at Rs 215, targeting both routine household consumption and social occasions. Distribution spans leading e-commerce platforms as well as select offline retail outlets.
Mother’s Recipe executive director Sanjana Desai said the intent was to bring back flavours tied to “taste, routine and home”, while making them relevant for today’s consumers.
The move reflects a broader shift in the beverages market, where heritage-led storytelling and familiarity are increasingly being used to stand out in a crowded, innovation-heavy category.
With Summerwala Sharbat, Mother’s Recipe isn’t just selling a drink, it’s selling a season, one glass at a time.
