Purvaa Kapadia Joins Blackberrys Menswear as VP – Brand Experience

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 Lakmé 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.