MAM
Sorta Famous debuts in India with a culture-first PR approach
MUMBAI: Sorta Famous, a next-generation public relations and communications studio, has officially arrived in India with a promise to refresh how brands build influence in a fast-shifting media landscape. Known for its culture-forward storytelling and contemporary brand-building strategies, the agency aims to help companies move beyond visibility and towards meaningful relevance.
Founded by communications strategist Nandini Mahant, Sorta Famous sets out to bridge the widening gap between traditional PR methods and modern cultural influence. Its services span brand communications, media relations, digital PR, thought leadership, creator collaborations, reputation management and launch strategies designed for both emerging names and established players.
“India’s communication world is evolving at remarkable speed, and brands today need cultural intelligence just as much as coverage,” Mahant said. “Sorta Famous is built to help brands show up in ways that feel real and resonant. We focus on narratives people actually care about, not just headlines.”
She added that the agency’s philosophy centres on clarity, creativity and credibility, with a long-term view of influence rather than quick-hit hype.
With its India launch, Sorta Famous aims to support high-growth startups, consumer brands, creators and leaders looking for a partner that combines editorial instinct with digital-era momentum. The studio will operate remotely across the country, with plans to build on-ground teams in key metropolitan hubs next year. Founded in 2025, Sorta Famous blends culture-first thinking with modern communication tools to help brands earn visibility that lasts.
Brands
Radico Khaitan appoints Kunal Madan as chief marketing officer
Promotions signal focus on premium spirits, global expansion and homegrown leadership
UTTAR PRADESH: Radico Khaitan has elevated two long-serving insiders to its top leadership team, signalling a bold push into premium spirits and global markets. Kunal Madan steps in as chief marketing officer, while Sudhir Upadhyay takes charge as chief sales officer, both part of what managing director Abhishek Khaitan calls a consciously built next-generation leadership bench.
“At Radico Khaitan, our growth has always been powered by people,” Khaitan said. “True leadership is not imported, it is cultivated.” He added that empowering internal talent ensures continuity while keeping the company globally competitive and future-ready.
Madan, with over 20 years of experience across global sales and marketing, will drive brand architecture, marketing strategy, and the premiumisation agenda, including travel retail. Upadhyay, who has 25 years in the industry and was most recently national sales head, will oversee distribution expansion and execution across markets.
The leadership reshuffle comes amid Radico’s intensified focus on premium spirits, a segment driving higher margins and international growth. Last year, Ajay Kakkar was brought on to head the Premium On-Trade vertical, targeting modern and institutional channels to boost presence in high-growth segments.
Meanwhile, Amar Sinha stepped down as chief operating officer after contributing across multiple growth phases. Khaitan acknowledged Sinha’s role in supporting the company’s trajectory, while Sinha described his tenure as “an absolute privilege,” crediting Khaitan’s leadership for shaping the company’s strategic direction.
With a homegrown leadership bench and a clear premium agenda, Radico Khaitan is set to accelerate its global expansion while doubling down on brand elevation and market impact.
