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We plan to launch 97 new SKUs in makeup in the next quarter alone: Plum CEO Shankar Prasad

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Mumbai: India’s online beauty and personal care market has witnessed a boom due to a shift in consumers’ buying behaviour during the Covid-19 pandemic. The estimated number of online beauty shoppers by 2025 is expected to be over 122 million, with a $5.6 billion market opportunity for D2C brands in the beauty and personal care segment, according to Customer Perception Report 2021. This comes at a time when the space has also been seeing increased traction from investors.

Earlier last week, the homegrown vegan beauty brand Plum made news when it raised $35 million in fresh capital led by A91 Partners. A fast-growing player in the D2C beauty space, Plum has been strengthening its omni-channel presence, building new categories in addition to its core skin care category- across channels and categories in skin, hair, body, men’s care, and now makeup. The fresh capital is expected to add further momentum to the new-age brand’s game plan.

IndianTelevision.com spoke to the founder & CEO of Pureplay Skin Sciences, the parent company of Plum, Shankar Prasad to find out more about the D2C startup’s road map, post the foray into new categories and the fresh capital infusion. Prasad also elaborates on the brand’s plans to scale up this year by aiming for a larger share in the beauty market following its entry into the competitive make-up category.

Aiming for a larger share in the Beauty Pie

From a business perspective, category and channel expansion is the way forward for Plum. The brand plans to deploy its series C funding on “marketing, technology, and people,” says Prasad.

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Speaking about the new make up products range launched by the brand, Prasad emphasises, “The fact that product efficacy goes hand-in-hand with the goodness of non-toxicity is appreciated by our consumers,” adding that what worked for the brand is its ‘skin loving makeup proposition’: “which is to say that our makeup is lightweight, nourishing, and free from toxins, apart from being 100 per cent vegan and cruelty-free of course.”

The brand plans to build on this momentum and replicate the success across a full-face makeup range in the coming year. “We plan to launch 97 new SKUs in the next quarter alone. To put things into perspective, our current SKU count is 36, and we plan to take this to 143 by the end of the next quarter across eyes, face, lips, and nails,” Prasad further adds.

Turning disruption into an opportunity

The pandemic was a period of changing consumer behavior, when offline sales had come to a grinding halt and online transactions were the go-to. There was an overall increase in exploration and awareness of brands and content consumption during the lockdowns. The beauty industry was one of the biggest beneficiaries of this shift in consumer behaviour.  This had a direct effect on our business, agrees Prasad. “An increasing number of customers, even those who preferred shopping offline, were now turning to online avenues of buying, which gave a much-needed boost to all D2C brands, including us.”

The D2C platform grew 2.5 times over the last year in terms of business. “We got over a million visitors a month on our platforms, with close to 35 per cent repeat rate on a 12-month period.” So while the brand’s makeup line took a hit due to people curtailing their discretionary spends and shying away from buying non-essential items, an increased awareness about hygiene gave a boost to its skincare category, a major part of its portfolio.

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The startup saw an opportunity in the reduced advertising costs due to the uncertainty in the market on the media front. “We increased our advertising spends to acquire new customers on our D2C and e-commerce channels.”  The brand also took cues from the shifting search trends as people were actively looking for products with specific ingredients, and innovated to launch products such as Aloe Vera Gel and Vitamin C Serum.

The brand recently launched an ad campaign for the products with the millennial actor Mithila Palkar as brand ambassador. Prasad is happy with the response the campaign has garnered, referring to Palkar as ‘a natural fit’ for the brand, as she reflects Plum’s values of being ‘honest and real.’

The D2C brand considers as its primary TG the young women across metros and tier 1 & 2 cities, typically in the age group of 18-34. “With increasing internet penetration, there is greater awareness around new-age D2C brands, not only in the metros but also in tier 1 & 2 cities and consequently, they’re increasingly gaining in share. So, we certainly see a huge opportunity here,” affirms Prasad.

Betting big on social commerce

Social commerce has been gaining momentum in the D2C space by virtue of its ability to educate and reach newer consumers, especially in the hitherto unexplored territories of tier 2 & 3 cities.

Amid the convenience of shopping in the comfort of their homes, the experience of shopping was lost, feels Prasad. “Social commerce solves this by simulating such an experience through social networking sites such as Instagram, Facebook, etc. Higher customer engagement, personalised offers, increased average order value, faster decision-making towards the purchase, and ease of purchase are some of the benefits. Hence, it is a win-win situation for both the consumer and the brand.” Also, due to the interactive nature of the activity, feedback about the product from both the influencer and customers is rich and real-time, enriching the overall experience of the consumer and providing valuable insights to the brand, he stresses.

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Keeping this in mind, the D2C platform has a watch and buy section on its website, where users can watch the product being used and then make their purchases. It also has plans to leverage Instagram for social commerce soon, adds Prasad.

Shaping an omni-channel presence

Being a digital-first brand since inception, all its spends are digital and it plans to ‘aggressively’ continue down that road. However, with retail expansion, the brand plans to supplement its primary digital media with other channels such as radio, TV, OOH, etc. “With an increasing offline presence in terms of retail outlets, our consumer touchpoints need to increase proportionately and be relevant to our TG. In accordance with this, we plan to leverage other media such as OOH, radio, TV, print, etc. in the coming year.

In keeping with the preferences of the new-age digital consumer, the brand also plans to be present on OTT media soon, as this will play a major role in expanding its reach to the right kind of audience.

“From our consumer lens perspective, we are also looking at new-age digital consumers who are primarily cord-cutters (those who have cancelled their subscriptions to multichannel television services available over cable or satellite), which brings OTT channels into the mix.”

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Marketing road map and expansion plans for 2022

The D2C’s focus is to maximise its reach on leading social media and video platforms such as YouTube, Instagram, and Facebook and a major chunk of its marketing expenditure would go on these digital reach-building channels, according to Prasad. “Our marketing spends are in the range of 25 per cent of overall sales and can even go up to 50 per cent at times.” The brand also has a robust influencer marketing program. “We have 1000+ influencers who we work with on a month-on-month basis as part of the affiliate program, which is called the ‘Plum List.’ Off late, we have been engaging with regional and vernacular influencers too, as these give us a very good return on investment.

From a business perspective, the brand has been scaling rapidly in the offline space too. “We have three exclusive brand outlets in Mumbai and Chennai with plans to launch 50 in the next two years.” From a beauty industry lens, Prasad believes consumers these days are more aware of the products they use and also more conscious about the effect of their purchase on the environment. “This puts a spotlight on issues such as sustainability as brands will have to do more to live up to the consumer expectations,” he signs off.

Brands

Netflix India names Rekha Rane director of films and series marketing

Streaming giant bets on a seasoned marketer who helped build Amazon and Netflix into household names

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MUMBAI: Netflix has put a proven brand builder at the helm of its films and series marketing in India, naming Rekha Rane as director in a move that signals sharper focus on audience growth and cultural cut-through in one of its most hotly contested markets.

Rane steps into the role after seven years at Netflix, where she has quietly shaped how the platform sells stories to India. Her latest promotion, effective February 2026, crowns a run that spans brand, slate and product marketing across originals, licensed content and new verticals such as games.

A strategic marketing and communications professional with roughly 15 years’ experience, Rane has spent much of her career building technology-led consumer businesses and new categories, notably e-commerce and subscription video on demand. She was part of the early push that introduced Amazon.in, Prime Video and Netflix to Indian homes, then helped turn them into everyday brands.

At Netflix, she most recently served as head of brand and slate marketing for India from March 2024 to February 2026, leading teams across media and marketing for global and local content portfolios. Before that, as manager for original films and series marketing, she led IP creation and go-to-market strategy for titles including Guns and Gulaabs, Kaala Paani, The Railway Men* and The Great Indian Kapil Show, spanning both binge and weekly-release formats.

Her earlier Netflix roles covered product discovery and promotion in India and integrated campaign strategy to drive conversations around the content slate, product awareness and brand-equity metrics.

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Before Netflix, Rane logged more than three years at Amazon in brand marketing roles in Bengaluru. There she handled national and regional campaigns for Amazon.in, worked on customer assistance programmes in growth geographies and contributed to the go-to-market strategy for the launch of Prime Video India.

Her career began well away from streaming. At Reliance Brands in Mumbai, she worked on retail marketing for Diesel and Superdry. A stint at Leo Burnett saw her work on primary research for P&G Tide, mapping Indian shoppers’ paths to purchase. Earlier still, at Orange in the United Kingdom, she rose from sales assistant to store manager, running a team and owning monthly P&L for a retail outlet.

The arc is telling. As global streamers fight for attention in a crowded Indian market, executives who understand both mass retail behaviour and digital habit-building are prized. Rane’s career sits at that intersection.

For Netflix, the bet is simple: in a market spoilt for choice, sharp marketing can still tilt the screen. And with Rane now leading the charge, the streamer is signalling it wants not just viewers, but fandom.

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Brands

Orient Beverages pops the fizz with steady Q3 gains and rising profits

Kolkata-based beverage maker reports stronger revenues and profits for December quarter.

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MUMBAI: A fizzy quarter with a steady aftertaste that’s how Orient Beverages Limited, the company that manufactures and distributes packaged drinking water under the brand name Bisleri closed the December 2025 period, as the Kolkata-based drinks maker reported improved revenues and a healthy rise in profits, signalling operational stability in a competitive beverage market.

For the quarter ended December 31, 2025, Orient Beverages posted standalone revenue from operations of Rs 39.98 crore, up from Rs 36.42 crore in the previous quarter and Rs 33.53 crore in the same quarter last year. Total income for the quarter stood at Rs 42.24 crore, reflecting consistent demand and stable pricing across its beverage portfolio.

Profit before tax for the quarter came in at Rs 3.47 crore, a sharp improvement from Rs 1.31 crore in the September quarter and Rs 0.39 crore a year ago. After accounting for tax expenses of Rs 0.79 crore, the company reported a net profit of Rs 2.68 crore, nearly three times the Rs 0.99 crore recorded in the preceding quarter.

On a nine-month basis, the momentum remained intact. Revenue from operations for the period ended December 31, 2025 rose to Rs 117.66 crore, compared with Rs 106.95 crore in the corresponding period last year. Net profit for the nine months climbed to Rs 5.51 crore, more than double the Rs 2.18 crore reported in the same period of the previous financial year.

The consolidated numbers told a similar story. For the December quarter, consolidated revenue from operations stood at Rs 45.06 crore, while profit after tax came in at Rs 2.06 crore. For the nine-month period, consolidated revenue touched Rs 133.57 crore, with net profit of Rs 4.49 crore, underscoring the group’s improving profitability trajectory.

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Operating expenses remained largely controlled, with cost of materials, employee benefits and other expenses broadly aligned with revenue growth. The company continued to operate within a single reportable segment beverages simplifying its cost structure and reporting framework.

The unaudited financial results were reviewed by the Audit Committee and approved by the Board of Directors at its meeting held on 7 February 2026. Statutory auditors carried out a limited review and reported no material misstatements in the results.

In a market where margins are often squeezed by input costs and competition, Orient Beverages’ latest numbers suggest the company has found a reliable rhythm not explosive, but steady enough to keep the fizz alive.

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Washington Post CEO exits abruptly after newsroom cuts spark backlash

Leadership change follows layoffs, protests and a bruising battle over trust.

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MUMBAI: When the presses are rolling but patience runs out, even the editor’s chair isn’t safe. The Washington Post announced on Saturday that its chief executive and publisher Will Lewis is stepping down with immediate effect, bringing a sudden end to a turbulent two-year tenure marked by financial strain, newsroom unrest and public backlash.

Lewis’s exit comes just days after the Bezos-owned newspaper announced sweeping job cuts that triggered protests outside its Washington headquarters and a wave of anger from readers and staff. While newspapers across the US are grappling with shrinking revenues and digital disruption, Lewis’s leadership had increasingly come under fire for how those pressures were handled.

The Post confirmed that Jeff D’Onofrio, a former Tumblr CEO who joined the organisation last year as chief financial officer, has taken over as CEO and publisher, effective immediately. In an email to staff, later shared by reporters on social media, Lewis said it was “the right time for me to step aside.”

The leadership change follows the announcement of large-scale redundancies earlier this week. While the Post did not officially confirm numbers, The New York Times reported that around 300 of the paper’s roughly 800 journalists were laid off. Entire teams were dismantled, including the Post’s Middle East bureau and its Kyiv-based correspondent covering the war in Ukraine.

Sports, graphics and local reporting were sharply reduced, and the paper’s daily podcast, Post Reports, was suspended. On Thursday, hundreds of journalists and supporters gathered outside the Post’s downtown office in protest, calling the cuts a blow to public-interest journalism.

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Former executive editor Marty Baron described the moment as “among the darkest days in the history of one of the world’s greatest news organisations.”

Lewis defended his record in his farewell note, saying “difficult decisions” were taken to secure the paper’s long-term future and protect its ability to publish “high-quality nonpartisan news”. But his tenure coincided with growing scrutiny of editorial independence at the Post.

Owner Jeff Bezos faced criticism for reining in the paper’s traditionally liberal editorial page and blocking an endorsement of Democratic presidential candidate Kamala Harris ahead of the 2024 US election. The move was widely seen as breaking the long-standing firewall between ownership and editorial decision-making.

According to a Wall Street Journal report, around 250,000 digital subscribers cancelled their subscriptions after the paper declined to endorse Harris. The Post reportedly lost about $100 million in 2024 as advertising and subscription revenues slid.

While the wider newspaper industry continues to battle declining print advertising and the pull of social media, some national titles have stabilised. Rivals such as The Wall Street Journal and The New York Times have managed to build sustainable digital businesses, a turnaround that has so far eluded the Post despite its billionaire backing.

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As Jeff D’Onofrio steps into the role, the challenge is stark, restore confidence inside the newsroom, win back readers who walked away, and prove that one of America’s most storied newspapers can still find its footing in a brutally competitive media landscape.

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