UNILEVER ELEVATES AMRITA PURKAYASTHA TO LEAD MARKETING FOR OZIVA AND LIQUID I.V. IN INDIA

Unilever has promoted Amrita Purkayastha to Chief Marketing Officer for OZiva and Liquid I.V. in India. Taking on the expanded role in September 2026, she will oversee brand strategy, consumer engagement and growth for the company’s digital-first wellbeing portfolio, bringing extensive experience across beauty, nutrition and media brands.

Unilever has elevated Amrita Purkayastha to the role of Chief Marketing Officer for OZiva and Liquid I.V., expanding her responsibilities to lead marketing for the company’s digital-native wellbeing portfolio in India.

Effective from September 2026, Purkayastha will oversee brand strategy, consumer engagement and growth initiatives for OZiva, the clean-label active nutrition brand that has carved out a strong presence among health-conscious consumers, and Liquid I.V., Unilever’s science-backed hydration brand. Her appointment reflects the company’s continued focus on strengthening its position in India’s fast-growing wellbeing and nutrition market.

In her new capacity, Purkayastha will be responsible for shaping culturally relevant and performance-led marketing strategies designed to deepen consumer connections and accelerate growth across the portfolio. The role places her at the forefront of a category that is increasingly being driven by digital engagement, personalised wellness needs and evolving consumer expectations around health and nutrition.

Purkayastha brings a diverse blend of brand-building experience spanning beauty, personal care, consumer goods and media. Prior to this promotion, she served as Senior Global Brand Lead for TRESemmé at Unilever, a position she held from January 2024 to October 2026. During that tenure, she led brand strategy, communications and innovation efforts for the haircare brand across South Asia, contributing to its regional growth agenda and consumer relevance.

Before taking on global responsibilities with TRESemmé, Purkayastha was Marketing Manager for Lakmé, where she worked on brand development, innovation and consumer engagement programmes for one of India’s most recognised beauty brands. Her experience in the beauty sector helped strengthen her expertise in navigating highly competitive categories and building strong consumer relationships through integrated marketing approaches.

Her professional journey also includes significant experience in the media and entertainment industry. At Zee Entertainment Enterprises, Purkayastha held leadership roles including Associate Director and Brand Lead for Zee TV. In those positions, she was involved in the launch of television shows, content marketing initiatives and large-scale brand campaigns aimed at enhancing audience engagement and expanding the channel’s reach.

The appointment comes at a time when wellbeing brands are increasingly competing for consumer attention through digital-first strategies, community-led engagement and science-backed product propositions. Industry observers note that marketing leaders with cross-category experience are becoming increasingly valuable as brands seek to connect with audiences across multiple touchpoints while maintaining authenticity and trust.

For Unilever, the elevation of Purkayastha signals an effort to bring together expertise in mass-market brand building and digital consumer engagement to support the next phase of growth for its wellbeing portfolio. With OZiva and Liquid I.V. operating in segments that continue to attract strong consumer interest, her leadership is expected to play a key role in shaping brand narratives and strengthening market presence in India.

As the company sharpens its focus on health, nutrition and hydration, Purkayastha’s expanded mandate positions her to drive the marketing agenda for two brands that sit at the centre of Unilever’s ambitions in the wellbeing space.