Tushar Mehta Joins Haldirams As Vice President Growth And Marketing
Tushar Mehta has joined Haldirams as vice president, growth and marketing, bringing nearly two decades of brand building and consumer marketing experience to the homegrown food and hospitality brand.
- Role: vice president, growth and marketing, Haldirams
- Experience: nearly two decades across brand building, consumer marketing and growth
- Joins from: leadership stints at Taco Bell, Coffee Island India and AB InBev
- Business: Haldirams spans both packaged food and hospitality
- Mandate: building on existing consumer equity as the brand looks to its next phase
What Tushar Mehta Is Walking Into
An unusual marketing problem, in that the brand does not need to be introduced to anyone. Haldirams has spent generations building recognition and trust across packaged snacks, sweets and a restaurant business, with a reputation built on quality and consistency rather than advertising volume. Marketing a brand with that much inherited familiarity is a different craft from building awareness from zero, and it is easy to get wrong by over correcting.
His route in suggests he understands scale under commercial pressure. The Taco Bell and Coffee Island India stints put him inside food service, where marketing has to convert into footfall and same store sales rather than survey scores, and AB InBev is one of the hardest consumer marketing environments in India given how tightly its categories are regulated.
Why He Says He Took It
Mehta framed the appeal around the scale and the trust existing together, which is genuinely rare in Indian consumer businesses. Most brands manage one or the other.
"To build this kind of scale while retaining such deep consumer trust is an extraordinary achievement. I am incredibly excited to join the Haldirams family and contribute to its next chapter of growth," he said. The growth and marketing title, rather than a pure marketing one, is the tell about what the company wants: distribution, category expansion and commercial outcomes attached to the brand work, not separate from it. More appointments.