MAM
Vanita Keswani exits Madison Media Sigma after 30 years
CEO bids farewell to Madison to begin independent venture
MUMBAI: After three decades of building brands, businesses and bonds, Vanita Keswani is stepping down as CEO of Madison Media Sigma and moving on from Madison World to begin an independent entrepreneurial chapter.
In a heartfelt note announcing her departure, Keswani reflected on her 30 year journey, writing, “They say time flies, but looking back at the last three decades, it feels more like time has built so much.” As she “steps out of the doors of Madison as an employee”, she says she leaves with “a trove of cherished memories and relationships”.
Keswani joined Madison in 1995 as an account manager on the Coca Cola business and steadily rose through the ranks. From account director on Godrej Consumer to business director and general manager, she went on to become COO in 2012 and was elevated to CEO in 2015. Over the last decade at the helm, she managed P and L, led the core business development and training teams, drove digital growth and championed media innovation aligned to client KPIs.
Her tenure saw significant new business wins and strong organic growth across existing accounts. Under her leadership, teams secured a gamut of media innovation awards across platforms including Emvies, Abby, Prime Time, OAC and Golden Mikes. She was also recognised among the top 50 most influential women in media by Impact magazine.
In her farewell message, Keswani thanked the “soul of the organisation” for its culture of transparency and growth. She acknowledged mentors who offered “tough love and honest feedback”, and teams who navigated midnight crises and midday celebrations alike. She also expressed gratitude to industry and media partners, noting that many professional associations evolved into genuine partnerships over time.
Before Madison, Keswani spent nearly four years at Bennett Coleman and Co. Ltd, part of the Times Group, where she worked across sales, marketing and product roles, including with Femina and Filmfare, and was involved in early radio brand initiatives at Times FM.
A marketing MBA from Times School of Marketing and a psychology graduate from Indraprasth College for Women, Keswani has also completed leadership programmes at ISB and with global coaches, and has been a regular panelist and visiting faculty member at industry and academic forums.
“I am leaving a piece of my heart here, as I take with me the lessons of a lifetime,” she wrote, adding that she is excited to apply her learning to her independent entrepreneurial work.
For Madison Media Sigma, it marks the end of an era. For Keswani, it appears to be the start of another.
Brands
Reebok partners with Jerai Fitness for gym equipment in India
Long-term deal to manufacture and distribute Reebok-branded fitness products from April 2026.
MUMBAI: Reebok is pumping up its presence in India and this time, it’s bringing serious muscle to the gym floor. Jerai Fitness Limited, an Indian manufacturer with over three decades of experience in fitness equipment, has announced a first-of-its-kind long-term partnership with Reebok. Under the agreement, Jerai Fitness will manufacture and distribute Reebok-branded gym equipment across India and neighbouring countries including Sri Lanka, Bangladesh and Nepal. The products will be available from 1 April 2026.
The collaboration combines Jerai Fitness’ fully automated, technology-driven manufacturing facility with Reebok’s global brand legacy to redefine the fitness equipment ecosystem in the region.
Jerai Fitness Limited chairman & managing director Rajesh Rai said the partnership leverages advanced manufacturing capabilities to deliver high-quality products tailored to market needs.
Authentic Brands Group EVP of Reebok Steve Robaire noted that India is a dynamic and fast-growing fitness market. “Jerai Fitness brings the manufacturing expertise and local insight needed to deliver high-quality, performance-driven equipment at scale,” he said.
The partnership will introduce a comprehensive commercial range covering cardio, free weights, and high-end home-use equipment under two distinct series. All products adhere to international standards, including ISO 9001:2015, ISO 14001:2015, ISO 45001:2018, ASTM certifications, and European safety standards EN ISO 20957-1:2013, EN 957-2:2003 and EN 957-4:2006.
Jerai Fitness’ manufacturing facility features fully automated production systems and dedicated storage infrastructure. As of 31 August 2025, it had an installed annual capacity of 21,000 units.
The Reebok-branded equipment will be available pan-India through Jerai Fitness showrooms and official websites jeraihomegym.com and jeraifitness.com.
In a market where fitness goals are rising faster than dumbbells, this partnership gives Reebok the local strength it needs while giving Jerai Fitness a powerful global brand to flex. For Indian fitness enthusiasts and gym owners, the workout just got a stylish upgrade.
