Indian short-format video app Mitron has announced the expansion of its leadership team with two senior hires. Chandan Chhabra joins as VP of Operations and Nisha Pokhriyal joins as VP of Marketing. In his new role, Chhabra will establish SoPs, drive efficiency across multiple departments and focus on strategic planning of the business.
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Pokhriyal will be responsible for leading Mitron’s overall brand marketing initiatives and accelerating the start-up’s growth trajectory. Both Pokhriyal and Chhabra will work closely with Mitron’s co-founders Shivank Agarwal and Anish Khandelwal.
Prior to joining Mitron, Chhabra was one of the Founding members and Director of Customer Experience and Content Quality at Olx India, where he led the content strategy and operations across South Asia markets. An IIM-A alumnus, Chhabra comes with 17 years of experience spread across diverse industries such as BPO, Telecom, BFSI, E-Commerce, Auto and Edtech. He is also a Certified Customer Experience Professional (CCXP), an Accredited Customer Experience Master, a CX Mentor (ACXM, ACX-Mentor) and Asia’s first Accredited Customer Experience Specialist (ACXS).
Pokhriyal served as Associate Director, Marketing of VMate, the short-video app from Alibaba Mobile Business group. She has been responsible for managing end-to-end integrated marketing for well-known campaigns such as #VMateAsliHoliBaaz and #GharBaitheBanoLakhpati amongst others. Pokhriyal has a career spanning over 10 years, having worked at Dentsu Webchutney and IPAN. She is a Certified Usability Analyst from Human Factors International. Pokhriyal was also the official Torchbearer for the Winter Olympics held in South Korea in 2018.
Shivank Agarwal, Co-founder and CEO Mitron, said, “We are thrilled to welcome both Nisha and Chandan to the Mitron family. With Nisha and Chandan’s appointments, we are laying the foundation for Mitron's rapid growth. Their expertise will foster and fuel our long-term expansion plans. I am confident that our portfolio of a strong team will chart a remarkable journey for the home-grown short-format video app space.”
Chhabra said, “I am particularly impressed with what Mitron has achieved in such a short space of time. I look forward to being part of this amazing team as we scale the business and enter a new phase of growth.’’
Pokhriyal said, “This is an exciting time for short-format video app space. I am pleased to be part of Mitron’s journey, as we continue to build upon the brand’s existing success and strive to attain new milestones.”
In just six months, the app has crossed 37 million plus downloads on Android Play Store and has 9 billion video views per month. Mitron was the first in the space to launch categories enabling the users to discover content of their interest and creators to engage with like-minded followers. The content is organised in affinity-based categories, for users to enjoy greater control over the content they view, while also providing a fillip to content distribution, to ensure that the right content is discovered by the right audience. Mitron aims to grow every category into a community of passionate content creators and their followers.