MAM
Saregama appoints Aditya Khandelwal as chief manager, strategy
Former Tide and Swiggy executive joins as chief manager, strategy, as Saregama looks to build and scale its live experiences business.
MUMBAI: Saregama India has appointed Aditya Khandelwal as chief manager, strategy (live experiences), bringing on board a growth and business strategy professional with experience spanning fintech, consumer technology and e-commerce.
Khandelwal announced his appointment on LinkedIn, expressing enthusiasm about joining a business that connects with his longstanding interest in music.
“Music has always been a part of my life, so this one feels a little more personal!!” he wrote, adding that he looks forward to building and scaling Saregama’s live experiences business, working with the team and contributing to upcoming shows.
The appointment brings Khandelwal’s experience in business strategy, monetisation and customer growth into Saregama’s live entertainment operations.
Before joining Saregama in October 2026, Khandelwal served as senior manager, strategy and special projects at Tide, where he worked with senior leadership to define business priorities, execute strategic initiatives, launch products and identify new revenue opportunities.
His earlier stint at Swiggy spanned several growth and merchandising roles. Between February 2021 and June 2025, he progressed from assistant manager, growth, to senior manager, merchandising and growth. His responsibilities covered growth strategy, customer adoption and business performance.
Khandelwal also worked with Swiggy between May 2019 and July 2020 as assistant marketing manager in Jaipur, where he handled growth strategy and marketing for a key market. He was part of the city leadership team, working across food delivery, Stores and Genie, with a focus on growth, unit economics and consumer experience.
His previous experience includes a stint at Flipkart as manager, pricing and planning, and an earlier role at Alcobrew Distilleries, where he worked on product development, branding, digital campaigns, marketing activations and celebrity associations.
He began his professional career at Sopra Steria as a junior software engineer and also completed a summer internship with IndiaFirst Life.
What the appointment brings to Saregama
Khandelwal’s move is particularly interesting given his background outside the traditional music and entertainment business. His experience lies in scaling consumer-facing operations, improving monetisation and translating business priorities into measurable outcomes.
Live entertainment requires more than putting together a successful show. Pricing, customer acquisition, operational efficiency and repeat attendance all influence the economics of the business. These are areas in which Khandelwal’s experience across Swiggy, Tide and Flipkart could prove relevant.
For Saregama, the appointment brings a professional with cross-sector growth experience into its live experiences business. How that experience translates into its upcoming shows and longer-term expansion will be worth watching.
