MAM
WebEngage onboards three new strategic hires
Mumbai: B2B Saas company and a leading full-stack retention operating system, WebEngage, has announced the onboarding of three strategic hires to help the company catapult into its next phase of growth. Hetarth Patel comes in as vice president – MENA & managing director – UAE; Shreya Trivedi joins as WebEngage’s first-ever chief of staff, and Apurva Chawla has been roped in as associate director – product led growth in India.
Having recently started operations across Indonesia, the company has also announced that it has opened up more than 100 positions across departments and geographies.
MENA region is the second-largest market for WebEngage and Patel will helm the company’s growth vision in the Middle East & North Africa region by harnessing its award-winning CDP-powered marketing automation platform and building on its commendable track record in the region.
With a distinguished career spanning about a decade, Trivedi, will play an instrumental role in supporting the founders and executive body in achieving strategic goals. Her job will also involve enabling the scale-up of the business and optimizing productivity across the teams. She will help keep every employee glued to the mothership and its mission.
Chawla will be responsible for a zero-to-one journey for brands that hold the potential for generating new revenue streams for WebEngage. He will enable the process of making integration, onboarding, and adoption easier for clients by standardising events, metrics, and campaigns.
Commenting on the announcement, WebEngage CEO & co-founder Avlesh Singh said, “As we continue to ride the wave of success, Patel, Trivedi and Chawla’s appointments come at a very opportune time. WebEngage is on a mission to revolutionize retention marketing through a full-stack solution, by enabling brands to maximize the utility of data and meaningfully engage customers. The appointment of these leaders will help us with this mission and fuel the company’s growth ambitions.”
“As a philosophy, we have always maintained discipline in our growth and kept an eye on the long haul. This is the reason why WebEngage is considered one of the most enduring companies within the B2B SaaS ecosystem. In our 11 years journey, the company has never laid off a single employee and we will never have to do so in the future. In fact, we are looking to hire more than 100 folks for over 30 open positions currently across multiple locations in India, UAE and Indonesia. The ride has just begun and we have the tickets to the front row seats for anyone who wants to join our journey of simplifying retention for the world.” he added.
For the record, WebEngage has been growing 100 per cent YoY and intends to maintain the momentum. It has also picked up $20 million in funding this August. WebEngage has showcased unusual frugality and resilience in an 11-year journey filled with ups and downs, burning only six million dollars in capital to reach a $20 million annual revenue run rate, an enviable position to be in. Peers in SaaS spend about 3 – 5x more to get to the same scale. The company works with 600+ clients, including new-economy and internet-first businesses, and propels the digital transformation journey for enterprise clients.
Brands
Mother’s Recipe launches Summerwala Sharbat range
Five nostalgic flavours priced at Rs 215 aim to tap summer refreshment demand.
MUMBAI: Call it a sip of summer nostalgia, Mother’s Recipe is bottling childhood memories and pouring them back into the present. The homegrown ethnic food brand has introduced its Summerwala Sharbat range, a five-flavour line-up designed to recreate the familiar tastes and rituals of Indian summers, while catering to modern consumption habits. The range features Mango Panna, Rose Syrup, Jeera Masala Syrup, Khus Syrup and Lemon Ginger Squash, each rooted in flavours that have long defined seasonal refreshment across Indian households. From the tang of raw mango to the cooling comfort of khus, the portfolio leans heavily into recall, not reinvention.
At a time when brands are increasingly leaning on nostalgia as a strategic lever, Mother’s Recipe is positioning Summerwala Sharbat as both a functional beverage and an emotional cue. The idea is simple: revive the small, everyday rituals post-play drinks, family gatherings, the clink of ice in a glass that once defined summer afternoons.
The products are packaged in 750 ml PET bottles and priced at Rs 215, targeting both routine household consumption and social occasions. Distribution spans leading e-commerce platforms as well as select offline retail outlets.
Mother’s Recipe executive director Sanjana Desai said the intent was to bring back flavours tied to “taste, routine and home”, while making them relevant for today’s consumers.
The move reflects a broader shift in the beverages market, where heritage-led storytelling and familiarity are increasingly being used to stand out in a crowded, innovation-heavy category.
With Summerwala Sharbat, Mother’s Recipe isn’t just selling a drink, it’s selling a season, one glass at a time.
