e-commerce
Jeet Kumar joins Myntra as director of category management
BENGALURU: Jeet Kumar has taken charge as director – category management at Myntra, marking his latest move in a decade-long career spanning e-commerce, travel and consumer internet businesses.
Kumar brings deep expertise in category and product management, market research and go-to-market strategy. He joins Myntra from Amazon, where he served as category head for skin care, hair care and derma products for over five years, driving revenue optimisation and building high-performing teams. Prior to that, he led category functions at JetPrivilege and MakeMyTrip, overseeing hotels, flights and international hotel business, while also developing affiliate and push API products and onboarding global partners.
Kumar began his career as a project engineer at Wipro, followed by a stint as a business analyst at Redwood Algorithms and an internship at ONGC in strategy and HR. He holds a degree from the Faculty of Management Studies, University of Delhi, and is known for scaling businesses and teams from scratch with a sharp focus on revenue and growth.
At Myntra, Kumar will spearhead category strategy, revenue optimisation and product initiatives, aiming to strengthen the platform’s assortment and market presence in fashion and lifestyle categories.
From building hotel APIs to leading e-commerce categories, Kumar’s career is a blueprint for scaling businesses with precision, insight and speed.
e-commerce
Instamart gold dig event at Hussain Sagar goes viral
Hyderabad activation ties to gold price lock offer ahead of Akshaya Tritiya
MUMBAI: All that glitters isn’t just gold, it’s also great marketing. A quirky on-ground activation by Instamart at Hussain Sagar Lake has turned into a viral spectacle, with videos of people digging for gold coins flooding social media feeds this week. The campaign, executed in collaboration with Moms, transformed a patch of the city’s iconic lakefront into what online users quickly dubbed a “mini gold rush”. Armed with spades, participants dug through a mud-filled pit in search of hidden gold coins, an activity that drew crowds, cameras and plenty of commentary online, ranging from amused disbelief to outright fascination.
At the heart of the frenzy was a promotional push for Instamart’s ‘Gold Price Lock’ feature, which allows users to secure prevailing gold rates between April 10 and April 16 and complete their purchase later during Akshaya Tritiya, a period traditionally associated with high gold buying. The mechanic cleverly blended physical participation with digital conversion, turning curiosity into a potential transaction.
Branded as ‘Gold Diggers’, the activation leaned into gamified engagement. Those who struck lucky walked away with coins, those who didn’t were nudged with a simple message: lock the price now, buy later. The result was a steady stream of footfall and a surge in user-generated content, as onlookers and participants alike documented the spectacle.
The timing is significant. India remains one of the world’s largest consumers of gold, with demand peaking around Akshaya Tritiya. Data from the World Gold Council suggests the festival alone accounts for roughly 25–30 tonnes of gold purchases annually, making it a high-stakes window for brands looking to tap into consumer sentiment.
As the ‘Gold Price Lock’ feature remains live until April 16, the campaign has already done its job turning a simple product feature into a citywide moment. Because sometimes, the quickest way to get people talking about gold isn’t to sell it, it’s to make them dig for it.
