PEP Brands Names Shashwat Jain as Chief Commercial Officer

PEP Brands, the parent company of India’s fast-growing D2C brands mCaffeine and HYPHEN, has announced the appointment of Shashwat Jain as Chief Commercial Officer. This move marks a strategic milestone for the company as it strengthens its leadership team to drive commercial performance and long-term growth across categories, channels, and markets.

Shashwat Jain brings with him over 13 years of diverse experience spanning analytics, marketplaces, food tech, consumer technology, and gaming. He has co-founded and scaled ventures including Dangal Games and Poker Dangal, gaining hands-on experience in business building, customer acquisition, and product-led growth. His entrepreneurial background and expertise in scaling consumer-focused businesses make him well-suited to lead PEP Brands into its next phase of expansion.

Prior to this appointment, Shashwat was part of the CEO’s Office at PEP Brands, contributing to strategy formulation and execution at the leadership level. In his new role as Chief Commercial Officer, he will take full ownership of P&L management and focus on commercial strategy, cost optimisation, and sustainable growth initiatives. His mandate includes enhancing profitability across the company’s portfolio while ensuring a consumer-first approach to growth.

Commenting on the appointment, Tarun Sharma, Co-founder and CEO of PEP Brands, said, “Shashwat’s journey has always been about building and scaling businesses with a sharp focus on growth and profitability. He has consistently demonstrated a combination of strategic vision, disciplined execution, and entrepreneurial hustle. I am confident that as Chief Commercial Officer, he will play a pivotal role in making PEP Brands a highly profitable and impactful business. At PEP, we celebrate entrepreneurial talent by giving them the responsibilities and opportunities to create a lasting legacy.”

Shashwat Jain shared his enthusiasm about stepping into the role, stating, “Taking on the position of Chief Commercial Officer is an exciting new chapter for me. At PEP Brands, with dynamic brands like mCaffeine and HYPHEN, I look forward to scaling India’s leading D2C brands while setting new benchmarks for sustainable, consumer-first growth in the beauty and personal care space. This is a remarkable opportunity to build impactful strategies that resonate with our consumers and drive meaningful business outcomes.”

This appointment reflects PEP Brands’ commitment to combining strategic leadership with entrepreneurial energy to expand its market presence. With Shashwat at the helm of commercial operations, the company is poised to further strengthen its position in the D2C ecosystem, innovate across product categories, and deliver measurable growth while staying closely connected to consumer needs.

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