Brands
Perfetti Van Melle brings back Center Shock
MUMBAI: Perfetti Van Melle India has announced the launch of Center Shock in the Indian market; a sour flavoured gum in line with the growing sour flavours trend worldwide.
Center Shock was launched in 2002, and created an excitement in the gums category with a sour flour and ‘shocking’ consumption experience. The brand created its own set of followers with a differentiated taste profile and entertaining advertising. It was later phased out in line with business plans.
Center Shock will be available at Rs. 2 per gum in an attractive jar for high in shop visibility and will be supported with a campaign on digital media to build awareness.
Perfetti Van Melle India director – marketing Rohit Kapoor says, “Consumers are accepting sour flavours more now, and so we have worked to get to launch Center Shock. It’s a joy to bring back a brand on the basis of consumer demand. We will be supporting the launch on social media exclusively, with the same loved communication (designed by Ogilvy) as before. It will be available as a limited edition.”
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Brands
Emami names Dhruv Aggarwal as chief growth officer
Former Bain partner steps in as FMCG firm sharpens growth playbook
MUMBAI: Emami Limited has appointed Dhruv Aggarwal as its chief growth officer, effective 25 March 2026, following the resignation of Giriraj Bagri.
Aggarwal joins the FMCG major from Bain & Company, where he most recently served as partner. With over two decades of experience across consulting and strategy, he brings a global perspective shaped by work across India, the US, the UK and Germany.
During his tenure at Bain, Aggarwal advised consumer, retail and media companies on large-scale transformations, business turnarounds and growth strategies. He was also closely involved with India’s startup ecosystem, guiding early-stage ventures on scaling and digital expansion, while supporting private equity and venture capital firms on investment decisions.
His earlier stints include a brief role at Barclays Capital and operational experience at Jindal Power, giving him a mix of financial and industry exposure.
Academically, Aggarwal holds an MBA from Indian Institute of Management Bangalore and has also been associated with University of Illinois Urbana-Champaign as a PhD candidate and teaching assistant.
The appointment comes at a time when Emami Limited is looking to sharpen its growth strategy in a competitive consumer market. With a seasoned strategist now at the helm of growth, the company appears set to double down on transformation and expansion in the months ahead.
