Blackberrys Menswear has appointed Purvaa Kapadia as Vice President – Brand Experience, strengthening its leadership team as the company sharpens its brand expression and deepens consumer engagement across the country.
Kapadia brings more than 20 years of experience across leading Indian and multinational retail and consumer businesses, including Shoppers Stop, Hindustan Unilever / Lakmé Salons and Marks & Spencer India. Her seven-year stint at Marks & Spencer India saw her play a key role in enhancing brand affinity and driving stronger consumer engagement across both retail and digital channels.
During her time at Lakmé Salon, she led nationwide marketing efforts, shaping integrated ATL, BTL and digital strategies that boosted brand desirability and footfall. She also strengthened CRM systems, built digital-first growth models through influencer partnerships and content, and oversaw major marketing operations. Her earlier 12-year tenure at Shoppers Stop provided extensive grounding in segmentation, trend forecasting, consumer insights and end-to-end campaign development.
Kapadia’s appointment is expected to support Blackberrys’ next phase of growth by refining brand identity, enhancing omnichannel consistency and deepening CRM- and insight-led engagement. Industry observers anticipate stronger storytelling, a more elevated content strategy and renewed momentum for Blackberrys Urban, the brand’s contemporary youth-focused line. Her leadership is also expected to help strengthen the organisation’s creative culture and marketing capabilities as it expands its presence across markets.
