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Blackberrys Menswear has named Purvaa Kapadia as Vice President- Brand Experience, further bolstering its leadership team as the company focuses on strengthening brand expression and elevating consumer engagement nationwide.
Kapadia brings over 20 years of brand-building experience across leading Indian and global retail and consumer businesses, including Shoppers Stop, Hindustan Unilever/Lakmé Salons and Marks & Spencer India.
At Marks & Spencer, she played a pivotal role in enhancing brand affinity and driving omnichannel engagement during her seven-year tenure, accelerating performance across both retail and digital touchpoints.
In her role at Lakme Salon, Kapadia spearheaded integrated marketing efforts across ATL, BTL and digital channels improving brand desire, boosting store traffic and fortifying CRM ecosystems.
She also led digital-first growth initiatives leveraging influencer networks and content-driven strategies. Earlier, her 12-year career at Shoppers Stop gave her strong expertise in segmentation, trend mapping, consumer insights and full-funnel campaign execution.
Kapadia’s appointment is set to support Blackberrys’ next growth chapter by sharpening brand identity, improving omnichannel consistency and expanding insight-led customer engagement.
Industry analysts expect a stronger narrative approach, elevated content strategy and fresh momentum for Blackberrys Urban, the brand’s youth-centric fashion line. Her leadership is also expected to deepen creative excellence and strengthen marketing capabilities as Blackberrys continues expanding across key markets.
This article was originally published by the Franchiseindia.com. To read the full version, visit here 
