Siddharth Bijpuria takes charge as upGrad’s new content head (D2C)

MUMBAI: Siddharth Bijpuria has stepped into a new chapter, joining upGrad as head of content for its direct–to–consumer business. The seasoned content and communications leader takes on the role after nearly two decades spent shaping programming strategies, building creator ecosystems and steering some of India’s biggest digital platforms through rapid change.

Before arriving at upGrad, Bijpuria helmed creator content at JioHotstar’s Sparks initiative, a project designed to pull India’s top YouTubers and influencers into the OTT mainstream. In just twelve months, Sparks rolled out more than 30 unscripted shows, proving that internet-first talent can spark appointment-to-watch entertainment.

His longest innings came at Viacom18, where he spent close to eleven years rising through senior leadership roles. At JioCinema, he led non-fiction content strategy along with growth and retention marketing, and earlier headed AVOD content strategy and acquisitions for both JioCinema and Voot. He also drove content partnerships and regional expansion for Voot, and previously managed corporate marketing, communications and CSR at the network.

Bijpuria began his career in public relations, working with firms including Genesis BCW, PR Pundit, Vitcom Consulting and Perfect Relations, handling brands such as Ford India, PepsiCo, CNN, United Breweries, Tata Housing, NDTV Imagine and Mercedes Benz. He even had an early stint as an artist manager and a brief spell at Wipro BPO.

With a track record that spans creators, corporates, channels and campaigns, Bijpuria’s move to upGrad signals a sharpened focus on content as a growth engine. For the edtech major’s D2C business, he arrives with the kind of cross-genre experience that can turn lessons into stories and viewers into learners.