Brands
Thums Up India aims to be $1 billion brand by 2020
MUMBAI: Coca-Cola India has announced that it intends to make Thums Up the first home-grown brand to hit the $1 billion mark in the next two years. The company also announced the launch of its new variant, Thums Up Charged.
Coca-Cola India and South West Asia vice president of marketing Vijay Parasuraman says, “Thums Up believes in a unique expression of masculinity that challenges us to believe that ‘heroism is a choice’. By personifying this, the brand has become a metaphor for uncompromising attitude and unshakeable self-belief which inspires each of us to unleash our inner potential. This belief is crucial to Thums Up as it enables the brand to inspire millions of Indians and make them look up to Thums Up as an icon of masculinity. The launch of Thums Up Charged takes this iconicity to the next level and will help accelerate the journey to becoming the first home-grown billion dollar beverage brand.”
Thums Up ‘Charged’ contains the strong taste and offers extra ‘thunder’ to the consumers. The product launch will be supported through a robust integrated marketing campaign, including television, digital, radio, outdoor, social media and retail advertising that will promote the brand’s great taste and functional stimulation.
The company and its bottlers will invest suitably in enhancing brand love, launching new packs, expanding distribution and augmenting manufacturing capacity to increase the sales of Thums Up by 2020.
Coca-Cola India has planned year-round celebrations on its successful completion of 40 years in India by launching new brand variants and strengthening operations and distribution. The company will be rolling out a series of initiatives including consumer-led engagement campaigns along with exciting marketing campaigns with its brand ambassadors through digital, social, traditional, and outdoor media channels.
Brands
Safex Group appoints Richa Malhotra as group chief financial officer
Former Standard Chartered executive to steer finance
NEW DELHI: Safex Chemicals has appointed Richa Malhotra as group chief financial officer, strengthening its leadership team as the company prepares for the next phase of expansion in specialty chemicals and global agrochemicals.
In her new role, Malhotra will lead the group’s financial strategy, capital architecture and governance framework as Safex scales operations across multiple verticals including branded formulations, specialty chemicals and contract manufacturing.
A chartered accountant and graduate of Shri Ram College of Commerce, University of Delhi, Malhotra brings more than two decades of experience in business finance, strategic planning, corporate banking and client management.
Before joining Safex, she served as executive director, financial markets at Standard Chartered, where she led teams across India and Sri Lanka and worked closely with large corporates, global subsidiaries and commercial banking clients. Her expertise includes capital structuring, treasury operations, risk management and financial markets led financing solutions.
Safex Group promoter director and joint managing director Piyush Jindal, said the appointment comes at a pivotal time for the company. “Safex stands at an inflection point as we build an integrated platform across branded formulations, specialty chemicals and contract manufacturing. Richa’s experience across global financial institutions will strengthen our financial discipline and help unlock value across the group,” he said.
Malhotra said she was looking forward to contributing to the company’s next chapter of growth. “Safex has built a strong reputation over 35 years with its focus on integrity, innovation and agricultural insight. I am excited to be part of the organisation as it expands its footprint in India and global markets,” she said.
The appointment comes as Safex continues to strengthen its financial foundations and scale operations internationally, positioning itself for future growth milestones.
