PEP Brands, the parent company of mCaffeine and HYPHEN, has announced the appointment of Shashwat Jain as its new Chief Commercial Officer (CCO). In his new role, Jain will lead profitability, cost optimisation, and P&L performance across the company’s portfolio.
Jain brings over 13 years of experience across analytics, marketplaces, food tech, consumer tech, and gaming. He previously co-founded Dangal Games and Poker Dangal, gaining hands-on entrepreneurial expertise in growth, customer acquisition, and product-led scaling. In 2024, he joined PEP Brands as part of the CEO’s Office, contributing to strategy and execution at the leadership level.
Tarun Sharma, Co-founder & CEO of PEP Brands, said, “Shashwat’s journey has always been about building and scaling businesses with a sharp eye on growth and profitability. He has consistently demonstrated a mix of hustle, strategic vision, and disciplined execution. I’m confident that as the Chief Commercial Officer, he will play a pivotal role in making PEP Brands a highly profitable asset.”
Shashwat Jain, Chief Commercial Officer, PEP Brands, added, “Stepping into the role of Chief Commercial Officer is an exciting new chapter in my journey. Having worked across diverse industries, I’ve always been driven by solving complex problems, uncovering growth opportunities, and building teams that create real impact. At PEP Brands, with mCaffeine and HYPHEN, I look forward to scaling two of India’s most dynamic D2C brands while setting new benchmarks for sustainable, consumer-first growth in the beauty and personal care space.”
PEP Brands, guided by its proprietary 6P Framework – Product, Proposition, Pricing, Packaging, Platform, and Promotion – has built disruptive consumer brands available across 19,000 pincodes in India. Its portfolio includes:
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mCaffeine, the country’s first and largest caffeine-based personal care brand with 100+ products and 25 million+ units sold.
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HYPHEN, co-founded with Kriti Sanon, a high-performance skincare brand that combines science and nature with multi-benefit products.
