Blackberrys Menswear has appointed Purvaa Kapadia as Vice President – Brand Experience, strengthening its leadership team as the brand expands its national presence and deepens its focus on consumer engagement and modern retail experiences.
For Blackberrys—a premium menswear label born in 1991 in the bustling lanes of Chandni Chowk and now operating more than 205 exclusive stores and over 1,000 multi-brand outlets—Kapadia’s arrival marks an important step in the brand’s ongoing transformation. With the expansion of Blackberrys Urban, portfolio enhancement, and accelerated omnichannel initiatives, seasoned leadership that blends strategic clarity with creative and digital depth becomes vital to the brand’s next chapter.
A Marketing Leader Forged Across India’s Most Competitive Retail Sectors
Backed by over 20 years of experience across fashion retail, beauty, and luxury—including 12 years at Shoppers Stop, 1 year at Hindustan Unilever / Lakmé Salons, and 7 years at Marks & Spencer India—Kapadia brings a proven track record of building brands, creating high-engagement consumer ecosystems, and delivering consistent business results.
Her career reflects a professional philosophy rooted in data-led decision-making, integrated marketing, and end-to-end ownership of brand P&L, segmentation, positioning, and lifecycle management. Colleagues often describe her as a leader who balances “brand soul with business spine”—a trait visible in the remarkable outcomes she has driven across organisations.
Her Career, Through the Lens of Impact
Over the course of two decades, Purvaa Kapadia has built a reputation as one of Indian retail’s most versatile and insight-driven brand architects—shaping consumer journeys across fashion, beauty, luxury, and omnichannel retail. Her tenure at Marks & Spencer India stands out as a defining phase, where she strengthened brand equity, deepened customer loyalty, and built a highly engaged digital community. She elevated awareness and preference through insight-led storytelling, ensured seamless alignment between global brand direction and local cultural nuance, and expanded the brand’s consumer base through distinctive, high-impact campaigns. From localised shoots and fashion films to emotional narratives, influencer collaborations, and social-first innovations, her work showcased both creative fluency and operational sharpness. She also enhanced loyalty programme effectiveness, improved marketing efficiency, and delivered consistent brand experiences across digital, retail, and experiential channels.
Before M&S, Kapadia led marketing at Lakmé Salon, where she drove brand desirability and footfalls across a vast national network through integrated ATL–BTL–digital strategies, strong PR, and regional activations. She shaped digital-first growth foundations through influencers, content, and search, strengthened CRM frameworks, and oversaw substantial marketing operations with precision and impact. Her earlier 12-year journey at Shoppers Stop formed the bedrock of her expertise, positioning the brand as India’s leading department store for aspirational families. There, she mastered segmentation, fashion cycles, and national-scale campaign orchestration, while elevating private brands, expanding digital presence, and driving fashion-led storytelling at a time when retail digitalisation was still evolving. This combination of depth, versatility, and a consumer-first approach continues to define her leadership and the strategic clarity she brings to every role.
What Purvaa Is Expected to Lead at Blackberrys
Industry watchers anticipate that Kapadia will help shape a sharper, more contemporary brand expression; strengthen omnichannel consistency; deepen customer engagement through CRM and insights; accelerate content and storytelling capabilities; energise Blackberrys Urban for younger consumers; and foster a high-performance creative and marketing culture—critical drivers for the brand’s next phase of growth.
A Brand Built by Two NIFTian Brothers, Poised for Its Next Leap
Blackberrys, founded by Nikhil and Nitin Mohan—two of the most admired NIFT alumni from the early ’90s—has grown from a tailoring-led menswear idea into one of India’s most respected home-grown fashion brands. Their philosophy of precision, fit, and ambition continues to shape the brand’s identity.
Welcoming Purvaa Kapadia into this legacy signals Blackberrys’ commitment to elevating consumer experience and shaping a fashion narrative that resonates with the modern Indian man. Her arrival brings renewed momentum as the brand prepares for its next wave of creative, digital, and retail expansion.
