Third Wave Coffee appoints Akshat Arora as marketing director, ET BrandEquity

Akshat AroraThird Wave Coffee, a coffee-first QSR brand, has appointed Akshat Arora as its new marketing director. With over a decade of experience in marketing and brand strategy, Arora brings a proven track record of driving growth, strengthening brand equity and creating meaningful consumer connections. His addition to the leadership team is poised to drive innovation, enhance customer engagement, and accelerate the brand’s growth in India’s dynamic specialty coffee sector.

In his new role, Arora will spearhead initiatives to enhance brand resonance, expand digital outreach, build consumer engagement through offline and online channels and strengthen the brand’s competitive edge in an increasingly dynamic market.

Sharing his views on how this appointment strengthens the brand’s leadership team, Rajat Luthra, chief executive officer, Third Wave Coffee, said, “We are delighted to welcome Akshat to the Third Wave Coffee family. His extensive experience and innovative approach to business strategies makes him an invaluable addition to our team. Given the opportune stage the brand is at, we look forward to partnering with him as we embark on the next phase of our journey. We are confident that Akshat’s leadership will elevate our marketing strategies and deepen our connection with coffee enthusiasts nationwide.”Arora added, “Third Wave Coffee has already defined India’s coffee culture with its specialty coffee offerings and customer-first approach. I am excited to join this remarkable journey and contribute to the brand’s next phase of growth. My focus would be on creating a deeper preference for the brand and driving brand love as we continue to innovate and grow. Together with the team, I am committed to strengthening the brand’s legacy of transforming how India experiences coffee”.

Before joining Third Wave Coffee, Arora had contributed to the growth of several other renowned brands like Tim Hortons, Bisleri and Jaguar Land Rover. With more than 14 years of experience he has successfully navigated competitive markets across various sectors.

• Published On Jan 21, 2025 at 04:31 PM IST

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