MAM
Unicommerce powers Cult.fit platform’s e-commerce operations
Mumbai: Cult.fit, has partnered with Unicommerce to streamline its supply chain operations for its smart fitness products under the Cult.sport segment. Cult.fit platform will manage its orders and warehouse operations through the Unicommerce platform, accelerating order processing and elevating the post-purchase experience for its end consumers.
The Unicommerce platform will help manage the entire cult.sport product range, including high-quality sportswear, versatile home exercise gear, gym equipment, bicycles, and a range of nutraceuticals. With Unicommerce’s order management and warehouse management solutions, the brand will be able to streamline its warehouse operations which will lead to faster processing of orders. The platform has currently integrated over 25 warehouses located across the country on the Unicommerce platform and processes over 50,000 orders in a month.
With the growing popularity of fitness products and services in the Indian market, cult.fit platform has been witnessing high demand for its wide range of sportswear, gym accessories and health products. Unicommerce’s technology will smoothen operational challenges such as unsynchronised inventory, order allocation, bulk order management, logistics management and return orders management by integrating all of its warehouses onto a single platform, allowing it to allocate orders to the nearest warehouse automatically and streamline its order management processes.
Regarding the partnership, Unicommerce, CEO Kapil Makhija said, “Cult.fit has redefined the workout experience for sports and fitness enthusiasts. We are delighted to partner with the Cult.fit platform and deploy an effective supply chain system that helps automate supply chain processes and enhances capabilities to handle rising orders. Our adaptable and resilient product framework provides a competitive advantage, positioning us as the preferred solution for businesses aiming to expedite their growth.”
Unicommerce, with its robust technology, is reshaping India’s new-age retail industry. Unicommerce’s extensive integration network across marketplaces and carts, POS systems, 3PL service providers, ERPs, and POS systems has simplified the post-purchase journey for thousands of brands. The company has witnessed growth in its international business with a growing client base in the Middle East and Southeast Asia.
AD Agencies
WPP Media elevates Dipti Gulati to vp, client growth for APMEA
Singapore-based executive to commercialise AI-powered solutions business across the region
SINGAPORE: WPP Media has promoted Dipti Gulati to vice president, client growth, handing her the mandate to lead the commercialisation of its solutions business across APMEA.
Based in Singapore, Gulati steps up after serving as senior director, client growth, where she drove expansion across APAC spanning programmatic, search, social, CTV, DOOH and cross-channel offerings. Now, she is tasked with translating advanced AI, data and technology ecosystems into scalable growth strategies for global brands across FMCG, luxury, F&B and financial services.
“I commercialise the future of media — at scale, across APMEA,” Gulati said, announcing her appointment. She added that she turns advanced data, AI and technology ecosystems into real commercial outcomes, shifting the conversation “from a pure media play to owning business outcomes”.
Her brief is unapologetically future-facing: addressable, accountable and AI-powered media. She will work with cross-market teams across APMEA, bringing together diverse perspectives and cultures to accelerate growth and build what she calls the “future of media”.
Gulati’s rise caps nearly two years at WPP Media and follows a six-month stint as regional director of growth, APAC, at Mindshare, where she led new business development and expanded capabilities for existing clients. Earlier, as global account director for integrated marketing communications on the Unilever business, she drove communications strategy for multi-million dollar beauty and wellbeing brands across Southeast Asia.
Before that, Gulati spent close to two years as associate director at Warner Bros. Discovery in Singapore. She also served as director, strategic partnerships and market development at TrustSphere, leading go-to-market and growth initiatives across Asia and evangelising relationship analytics to C-level executives. TrustSphere, credited by industry and Harvard Business School case studies as a pioneer in relationship analytics, became a springboard for her deeper engagement with data-driven growth.
Her board and evangelist roles at the Asia Cloud Computing Association and its Asia Analytics Alliance further sharpened her regional policy and analytics credentials. Earlier chapters include marketing consultancy at Blockchain Foundry and a seven-year run at Warner Bros. Discovery in India, where she led ad-sales and business development for HBO and WB across north and east India, delivering record billings. She began her career at Diligent Media Corporation Ltd and Bennett, Coleman and Co. Ltd..
From ad-sales floors in Delhi and Mumbai to boardrooms in Singapore, Gulati’s arc mirrors the industry’s own shift — from selling spots and slots to engineering outcomes through data and AI. At WPP Media, the brief is clear: scale smarter, move faster and turn algorithms into advantage.
