Aditya Gupta Joins Cornitos As Head Of Marketing Branding And Innovations
Aditya Gupta has joined Cornitos as head of marketing, branding and innovations, arriving with a brief to move the company from a nachos led player into a broader snacking brand.
- Role: head of marketing, branding and innovations, Cornitos
- Growth ambition: roughly 67 per cent for the overall business
- Retail: an expansion of more than eight times in reach
- Crusties: the newer snack line, targeted at more than 130 per cent expansion
- Joins from: Patanjali Foods, as general manager, media, branding and communications
What Aditya Gupta Has Been Handed
A repositioning rather than a campaign calendar. The mandate covers accelerating growth through sharper brand strategy, go to market execution and integrated marketing, while building Crusties into a second growth engine. Alongside that sits the retail push, taking Cornitos from a niche nachos brand to genuine shelf presence, and a portfolio widening across nuts and seeds, dips, salsa, tacos and tortilla wraps.
For a company built almost entirely on the popularity of one product, that is a genuinely difficult transition. Single product brands accumulate consumer shorthand, and broadening the range risks diluting the association that made the brand work in the first place.
The Scale He Is Bringing From Patanjali Foods
He spent close to two years as general manager, media, branding and communications at Patanjali Foods, formerly Ruchi Soya, defining brand and media strategy across more than ten businesses and over fifty product categories. He led more than a hundred integrated campaigns across above the line, below the line, digital and influencer platforms, and steered direct to consumer, e-commerce and quick commerce growth while governing multi crore marketing investments.
Before that came more than six years at popkorn, formerly Value 360 Communications, rising from senior manager, performance marketing to account director, running growth strategy for over twenty brands across FMCG, retail, technology and consumer sectors and managing monthly media investments north of Rs 3 crore, with industry digital marketing honours along the way. Earlier stints at Groupon India and at start-ups including Overcart and Once Upon A Trunk round out a 17 year career that has covered brand building at scale and commercial growth on the ground in roughly equal measure. More appointments.