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Zee5's Avi Kumar joins Join Ventures as CMO

Kumar will be responsible for growth and marketing of Join Ventures and its portfolio of companies globally

Avi Kumar

Join Ventures, a direct-to-consumer (D2C) platform, announced the appointment of Avi Kumar as Chief Marketing Officer (CMO). He will lead global marketing for Join Ventures and its portfolio companies — IGP.com, IGP for Business and Interflora India.

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Kumar brings over a decade’s experience in online business and marketing leadership roles to Join Ventures.

Tarun Joshi, Founder Join Ventures, said, “Avi is a natural addition to our leadership team as he is a highly experienced, much-admired marketing leader with a proven track record of helping consumer companies build new disruptive categories and drive sustainable growth.”

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"In the past few years, Join Ventures has created the largest proprietary ecosystem in India comprising technology, data and logistics, which are the essential pillars for the success of any D2C brand. Avi's entrepreneurial mindset and vision will build on this foundation and help propel Join Ventures forward during our next phase of growth,” Joshi added.

Founded in 2020 by technology entrepreneur and ex-private equity investor Joshi, Join Ventures owns and operates a growing portfolio of digital-first brands and platforms. The company uses its proprietary technology and proprietary logistics infrastructure of three-hour delivery in over 20 cities in India to fuel growth for its portfolio of Direct to consumer (D2C) brands. Kumar will accelerate the market awareness and growth of Join Ventures' D2C ecosystem that currently operates over 10 international websites for retail (B2C) and corporate (B2B2C) markets, including market-leading brand names such as IGP.com, Interflora.in, and several private labels.

Kumar said, "The internet ecosystem and evolving consumer needs have led to the emergence of direct-to-consumer (D2C) businesses as a strong value proposition. Join Ventures with its amazing team, strong brand proposition, agile DNA, world-class tech and operational processes is at an inflexion point ready to take off and transform consumer experience and D2C landscape, and I am looking forward to being part of that growth trajectory.”

Kumar brings more than a decade of marketing experience to Join Ventures. He is a digital eclectic recognised for converting data to consumer insights to market strategy for growth and has built large brands in the Tech, Con-tent and CPG space. As the Head of SVOD and Brand Marketing for India's leading OTT platform, Zee5, he was responsible for the growth of D2C and B2B business through a host of multimedia campaigns and industry-first innovations to establish the brand as the streaming platform of choice for millions of consumers in a short span of three years. Prior to Zee5, Kumar has led the marketing for radio brand Big FM and was instrumental in the growth of Oriflame in India.

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