Marico Limited has appointed Synjini Nandi to drive creative content and digital-first storytelling for beauty brands including Just Herbs and Kaya Limited, signalling the company’s continued focus on culturally resonant brand narratives and consumer engagement in the beauty and personal care space.
Marico Limited has strengthened its creative and digital storytelling capabilities with the appointment of Synjini Nandi, who announced that she has joined the company to build and scale creative content and digital-first brand narratives for its beauty-focused portfolio, including Just Herbs and Kaya Limited.
Sharing the development on social media, Nandi described the move as an “exciting new chapter”, adding that beauty, storytelling, strategy and culture have always been areas she enjoys working in. Her new role is expected to focus on strengthening brand engagement through contemporary digital content and culturally relevant storytelling approaches aimed at increasingly discerning beauty consumers.
The appointment comes at a time when beauty and personal care brands are intensifying investments in creator-led campaigns, digital communities and content-driven consumer experiences. With brands such as Just Herbs and Kaya Limited continuing to expand their digital presence, Marico’s emphasis on creative-led brand communication reflects the sector’s growing reliance on authentic narratives and social-first engagement strategies.
Nandi’s move also underlines the increasing importance of integrated storytelling within the beauty industry, where brand identity is now shaped as much by culture and community conversations as by traditional advertising. Her experience and interest in combining beauty, strategy and storytelling are expected to contribute to the evolving narrative architecture of Marico’s premium beauty portfolio.
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