MUMBAI: Mythik, the tech-first entertainment upstart styling itself as the “Disney from the East”, has hired Preeti Vyas as president of content strategy, partnerships and consumer products.
Vyas, who previously served as president and chief executive of Amar Chitra Katha, brings three decades of experience across publishing, retail and entertainment. At Amar Chitra Katha, she engineered the heritage brand’s revival, taking it from nostalgia act to profitable modern player while driving readership tenfold to over 6 million globally.
Her career has spanned founding Fun OK Please publishing, the company behind children’s favourites like Toto the Auto, to senior stints at Future Group, Sony Music, Toys R Us and Crossword. She also piloted transmedia adaptations of franchises such as Tinkle and built licensing deals that expanded their reach.
At Mythik, she will spearhead efforts to package mythology, history and folktales from the East for a global audience, tapping into new-age distribution and consumer products.
Mythik, founder and chief executive, Jason Kothari called Vyas “a rare combination of strategic acumen and creative vision” and said her track record of transforming heritage brands would be key to realising the company’s global ambitions.
Vyas herself described the role as “an opportunity to present stories from our ancient past at a scale never attempted before”.
Alongside her corporate career, she sits on industry bodies including the Media & Entertainment Skills Council and the Advertising Standards Council of India, giving her a perch at the intersection of policy, talent and content.
