MAM
ReshaMandi bolsters leadership team, appoints Abhishek Kumar as SVP – Marketing
Mumbai: ReshaMandi, B2B marketplace digitising the natural fiber supply chain has appointed Abhishek Kumar as SVP – marketing and Subramanya Srikant as head of Human Resources.
The company aims to extend operations, as well as move closer to its broader goal of shaping the ecosystem of natural fibres in India, it said in a statement.
According to the company, Kumar will drive the end-to-end marketing strategy for the Group as well as all the brands under its umbrella. He carries a diverse experience of over 17 years and will be responsible for modernising marketing and advertising strategies to suit the post-pandemic era of digital and traditional media.
“Our decision to strengthen the leadership team is a major step in our quest to expand ReshaMandi’s footprints across India,” said ReshaMandi founder and CEO Mayank Tiwari. “They bring with them a wealth of experience that will help us in driving our value proposition with the right blend of functionality, commitment and expertise.”
In his previous stint as VP- Digital at Edelman, Kumar has worked with brands such as Lakme, Flipkart, PayPal, among others. Prior to that, he was associated with Aviva Life Insurance, Yahoo!, Radio Mirchi & Ogilvy in various capacities but primarily focused on communication strategy, content & branding, stated the brand. “We have a solid business model in place that’s weaving an incredible story around availability, accessibility and profitability for all the stakeholders. Telling this story to a larger audience is a privilege and I am humbled to market a brand like this both from the point of view of the B2B and B2C audiences. We are here to create a definitive brand that we hope will be a part of our pop culture too,” said Kumar.
Meanwhile, Subramanya Srikant carries two decades of industry experience in the execution of employee strategy, end-to-end HR initiatives/programs and service delivery management to align with major organisational priorities. Previously, Subramanya was the head of HR at Riversand Technologies, a Data management company. He started his career working as an IT developer for Telecom giant AT&T and spent the first 12 years of his career working for fortune 100 companies mainly in the Technical domain, said the brand.
“I am excited to join Reshamandi as it is a company focussed to helping farmers and small-time rural businessmen enabling Technology,” he said.
MUMBAI: BKT Tyres has decided to roll into the two-wheeler world with some serious jurrat and it’s brought Ranveer Singh along for the ride. The off-highway tyre specialist has unveiled its new campaign, ‘Jurrat’, marking a strategic push into India’s massive two-wheeler segment. The high-energy TV commercial, featuring brand ambassador Ranveer Singh, debuted on 3 April 2026 during the Indian Men’s T20 League 2026.
The campaign revolves around the core belief that true confidence on the road comes from dependable performance beneath you. ‘Jurrat’ (meaning courage) captures the mindset of riders who navigate dynamic and often unpredictable daily commutes with determination. It brings BKT Tyres’ brand philosophy ‘Elevate Your Drive’ into the two-wheeler space by spotlighting three key product benefits: long life, exceptional road grip, and unmatched comfort.
BKT Tyres chief marketing officer for India Mahesh Koppad said, “India’s two-wheeler segment reflects the way the country moves, works, and progresses every day. ‘Jurrat’ highlights how performance-led tyres, engineered for long life, comfort, and grip, enhance the overall riding experience and support uninterrupted progress in everyday life.”
The campaign is being rolled out across television and digital platforms with high-impact placements to ensure maximum reach and engagement.
This launch represents BKT Tyres’ calibrated expansion from its stronghold in off-highway tyres to becoming a more holistic mobility brand, addressing the everyday transportation needs of millions of Indian riders who rely on motorcycles and scooters as their primary mode of transport.
In a segment where confidence is everything, BKT Tyres is betting that a combination of bold celebrity appeal and strong product performance will help it gain serious traction on Indian roads. The campaign signals that the company is ready to move beyond its traditional turf and accelerate in the fast-paced two-wheeler market.
