MAM
Rahul Welde exits Unilever after 31 years
MUMBAI: Unilever’s EVP – Digital Transformation and Digital Business Rahul Welde has decided to move on from Unilever after a stint of more than three decades at the FMCG conglomerate. He made the announcement on social media. While Welde did not disclose details of his future plans in his post, he said he is embarking on a new chapter, adding– “building a portfolio career, charting new waters and fostering the spirit of reinvention”.
Sharing a pic of himself handing over his Unilever employee pass, Welde wrote: Time does fly. It has been 31 years since I started my career at Unilever on a bright day. What a ride! I am fortunate to have been able to ‘pivot’ my career several times, long before the word became fashionable, all while being in the same company.
“I have always believed in owning your spirit – in my case, following my mantra of ‘Joy over Success’. And sustaining my undying thirst for the new and left field,” he continued, adding, “Unilever is a great company – just too good to sum up in words. When I completed 30 years I said (and it’s there on Twitter for posterity) – “When you are in the company that long, I guess you really bleed blue. It’s so much more than brands and business – it’s a family.”
“How does one leave family then? A fork in the road does come though, and it is time to move on from Unilever,” he further added.
Having joined Unilever as a management trainee back in 1991, Welde was appointed media director – south asia and general manager – media services in 2005. Thereafter, he held various senior positions like VP-media and global VP-Digital Transformation before being elevated to the post of EVP-Digital Transformation in April 2018. He undertook the additional role of EVP- digital business at the British multinational in February 2020.
MAM
How beverage brands are rethinking marketing strategies for weather-led demand
SLMG Beverages Private Limited joint managing director Paritosh Ladhani.
MUMBAI: As Sun climbs up the hemisphere, summer has clearly arrived in India. On 7th March 2026 Delhi registered a maximum temperature of 35.7 degrees Celsius which is the highest reading logged for the first week of March in the last 50 years. Climate Change has been prolonging summers by causing earlier spring warming, delayed autumn cooling, and more frequent, intense heatwaves that persist for much longer periods.
In an endeavor to stay ahead of the curve, Beverage Brands are shifting from fixed seasonal marketing tactics to weather responsive strategies backed by data-driven insights, flexible campaigns, and diversified portfolios to capitalize on unruly temperature spike. In 2025, India’s beverage market experienced a massive, heat-triggered surge with carbonated drinks and ice cream volumes spiking 20–25 per cent in the March quarter itself on the back of hottest February in 125 years.
Clearly campaign timelines are being advanced to reap the seasonal shift in line with the jumping mercury. In the Indian context where Cricket is nothing short of religion, big ticket tournaments like T20 World Cup, Indian Premier League, ICC Champions Trophy provide plethora of opportunities to calibrate marketing campaign designs and associated business strategies to associate refreshment with community viewing both outdoor and indoors. A new trend that has taken the world by storm is that of booking the theatres for bonhomie viewing. It has also opened avenues for joint marketing initiatives by the Multiplex and Beverage Brands.
Price disrupting small potions and value packs tend to drive significantly higher volumes owing to volumetric flexibility and affordability to the consumers. Ramping up of cold supply chains for transit and at point of sales (POS) are strategic business imperatives that again define success of beverage brands.
In the era of AI and Big Data it is easy to track and calibrate messaging based on daily or weekly weather changes. Geo-targeted digital advertisement campaigns are also being run during heatwaves to make the business and marketing imperative very contextual. These pre-emptive strategies fueled by real time data and technology immensely help beverage brands to adjust supplies to the areas that are likely to generate more demand.
Novelty brings premium to the FMCG Sector and Beverage Brands are no exception. Newer SKUs build up excitement in consumers besides imparting the scope of frequent revitalization of brand marketing campaigns. Ensuring continuum of supply chain across material suppliers, logistics providers, distributors/wholesalers, and retailers become a strategic business strategy imperative for beverage brands during peak season.
Carbonated drinks among other beverages including packaged mineral water sell like hotcakes in summers, a period where holiday season gives big impetus to sales volumes. Tying up with air carriers railways, amusement parks, malls, convention centers for inclusion in the onboard beverage deck also holds a big window of opportunity for brands.
Limited period diversification into special summer categories entailing juices and functional beverages to capture the broader hydration market is also a business cum marketing imperative that beverage brands eye on. This also brings to fore the responsible side of the brand placing the compass on wellness of consumers.
Seasons are cyclic, hence summers are inevitable. Further, due to anthropogenic climate change, summers surely have been staging prolonged appearance that keep bringing beverage brands on to their drawing boards frequently for strategizing business and marketing campaigns that are agile, refreshment-focused, visually dominant in retail, affordable, and optimally promoted through seasonal campaigns in above and below the line media.
