KULT, India’s pioneering beauty-tech platform redefining beauty discovery through intelligence and personalization, has announced the appointment of Adyasha as Head – Creative and Brand Communication.
A seasoned creative director, writer, and thinker, Adyasha brings over 12 years of experience in shaping campaigns and narratives that merge culture, commerce, and identity. Her multidisciplinary portfolio spans television, digital and social media, print, AVs, and innovation-led brand engagements for marquee names such as Anmol Jewellers, Daawat, Taco Bell, Air India, and British Airways.
In her earlier years, Adyasha honed her craft within leading creative agencies and studios, mastering brand story architecture and human insight-driven messaging across platforms. As she advanced into leadership roles, she became known for mentoring creative talent, driving voice evolution, and building engaging brand ecosystems across diverse markets. Deeply rooted in contemporary Indian culture and identity, she brings to every brief a rare blend of wit, empathy, and strategic clarity—creating work that connects authentically and endures.
At KULT, Adyasha will spearhead the brand’s creative vision, communication strategy, and narrative development. She will collaborate closely with product, technology, and marketing teams to define KULT’s voice and identity as the brand continues its mission to make beauty discovery more inclusive, intelligent, and technologically driven.
Karishma Singh, CEO of KULT, expressed her enthusiasm about Adyasha’s appointment, stating, “Adyasha is one of the youngest creative leaders in India to have shaped some of the most memorable brand stories of our time, and we’re thrilled to have her leading the KULT brand. She understands culture, internet language, and the emotional core of how brands connect. At KULT, she will define how we speak, what we stand for, and how our beauty-tech platform creates value for consumers in ways that genuinely matter.”
Speaking on her appointment, Adyasha said: “I believe beauty is more than aesthetics, it’s about identity, confidence, and storytelling. At KULT, the opportunity is to build not just a brand but a story-world where technology, culture, and creativity converge in ways that feel personal to every individual consumer. I’m thrilled to join this team at such an exciting stage of growth and to help shape how KULT speaks, moves, and lives in the minds of people.”
KULT continues to strengthen its leadership bench as it prepares for rapid growth. Recent key appointments also include Ravish Kumar Chaubey as Head of Marketing and Rishi Patnaik as Chief Business Officer. Ravish, known for his work with brands like Meesho and Flipkart, brings over 15 years in driving bold consumer campaigns. Rishi, who has held leadership roles at Nykaa and Jabong, brings fresh perspective for expanding KULT’s reach and shaping business strategy.
These appointment marks a pivotal step in KULT’s journey as it strengthens its creative leadership to underline its vision of redefining the beauty-tech landscape through authentic storytelling and human-centred innovation.
On the business front, the company secured $20 million (approximately ₹170 crore) in Series A funding, led by the M3M Family Office. This investment is already focused on expanding the platform’s offerings with 700 premium beauty products lined up and ambitions to process more than 10,000 orders a day by year-end. KULT’s growing network of beauty experts and its focus on smarter, personalized recommendations is setting new standards as the industry heads toward a $10 billion market size by 2027.
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