e-commerce
Priyanka Chauhan appointed as vice president– Ajio Luxe at Reliance Brands Limited
MUMBAI: Priyanka Chauhan has stepped into the hot seat as vice president of Ajio Luxe, the premium arm of Reliance Brands Limited. Her mission: to supercharge growth and polish the luxury shopping experience at one of India’s fastest-growing online fashion destinations.
Reliance Brands, part of the Reliance Industries empire, has built a formidable presence across apparel, footwear and lifestyle categories. Its sprawling portfolio of international partnerships covers everything from casual wear and handbags to food and children’s fashion, cementing its status as a retail heavyweight across the subcontinent.
Chauhan arrives with serious firepower. Over a decade in the trenches of retail, e-commerce and omnichannel operations she has sharpened her skills at Bestseller India, where she ran marketplace, omnichannel and quick commerce for Jack & Jones, Vero Moda and the broader Bestseller stable. Before that, she cut her teeth at Ritu Kumar, Snapdeal and Gap Inc., shepherding brands like Old Navy across global markets.
Her credentials run deep: degrees from the Indian Institute of Management, Kozhikode and NIFT Hauz Khas provide the academic backbone to her hands-on expertise.
Now, with luxury retail in India hitting its stride, Chauhan has the platform—and the pressure—to deliver. The bet is that her blend of digital nous and retail chops will keep Ajio Luxe ahead of the pack.
e-commerce
ITC Sunfeast, Zepto host mango-themed experiential ‘Paglu Party’
Event blends Alphonso desserts, DIY sessions and interactive formats
MUMBAI: When mango season peaks, some savour it others go full ‘paglu’. ITC Sunfeast Baked Creations, in collaboration with Zepto, turned summer indulgence into an immersive brand experience with its ‘Mango Paglu Party’, a high-energy, mango-themed event designed to blur the line between dessert and discovery. Built around the brand’s ‘Mad Over Mangoes’ universe, the space leaned into a sensory overload bright, playful and unapologetically mango-drenched. From curated installations to social-first corners, every element was designed to be as shareable as it was experiential.
At the centre of the celebration was the fruit itself, elevated into a menu crafted using fresh, carbide-free Alphonso mangoes sourced by Zepto. The spread ranged from a flaky Mango Pista Kouign Aman to Mango Coconut Serradura Pudding and a Mango Mascarpone Cake, balancing indulgence with seasonal freshness.
But this was not a passive tasting affair. Guests were drawn into the experience through interactive formats, including a DIY dessert session led by the brand’s chef, where attendees created classics like Mango Tres Leches. Zepto chief business officer Chandan Mehndiratta also joined the session, adding a touch of brand personality to the proceedings.
A quirky highlight came in the form of the ‘Aam Paglu Prescription’, a playful, doctor-themed concept that positioned mango indulgence as the only “treatment” worth taking, turning a simple insight into a memorable activation.
The event built up to a theatrical finale, with the crowning of the ‘Aam Paglu of the Day’ followed by the cutting of an oversized mango-shaped Mango Mascarpone Cake, closing the experience on a high note.
More than just a seasonal showcase, the Mango Paglu Party reflects a broader shift in brand storytelling, where products are no longer just consumed, but experienced. For ITC Sunfeast Baked Creations and Zepto, mango season was not just about flavour, it was about creating a moment that audiences could step into, engage with and, quite literally, devour.
