MAM
Mehul Ashar joins Infidigit as senior VP of revenue
Mumbai: Organic digital growth platform Infidigit on Tuesday announced the appointment of Mehul Ashar as senior vice president of revenue. An alumnus of IIM Ahmedabad, Ashar brings with him over two decades of experience in various industries. He has worked with prominent brands like Shoppers Stop, Lifestyle Stores, GMR Airport, Indian School of Business, and Apollo hospitals. He has successfully spearheaded omni-channel marketing and digital marketing initiatives in his earlier roles.
Speaking on the appointment, Infidigit founder & managing director Kaushal Thakkar said, “At Infidigit, we are looking to enhance and build a robust leadership team to spearhead our expansion in new markets. Ashar’s appointment is perfectly timed as we continue to expand and bring in new growth avenues. His experience in multiple industries brings a fresh perspective, while his work in digital marketing will add a lot of value to our business. I am confident that Mehul will be able to lead the team to even greater heights and continue driving Infidigit forward as we enable more businesses to grow online organically”
“Infidigit aims to help companies leverage the power of SEO, thus maximising returns on their marketing budgets. We are just scratching the surface as of now and have a long way to go. I am glad to be part of this journey with Thakkar. ” adds Ashar.
Ashar and Thakkar have also been batch mates at KJ Somaiya Institute of Management, Mumbai.
Brands
ZEEL transfers syndication business, invests Rs 505 crore in IP push
Restructuring, stake buy and FCCB moves signal sharper content strategy
MUMBAI: In the content economy, owning the story is half the battle monetising it is the real game, and Zee Entertainment Enterprises is doubling down on both. The company has approved the transfer of its syndication and content licensing business to its wholly owned subsidiary ZI-IPR Enterprises, alongside an investment of Rs 505 crore aimed at strengthening its play in content intellectual property (IP) acquisition, management and monetisation. The move, effective April 1, 2026, will see the business transferred on a slump sale basis at book value, including all associated assets, liabilities and commercial rights effectively consolidating IP operations under a more focused structure.
At its core, the restructuring signals a strategic shift. As content consumption increasingly fragments across digital and global platforms, the value of IP lies not just in creation but in how efficiently it can be distributed, repackaged and monetised across markets. By housing its syndication engine within ZI-IPR Enterprises, ZEEL appears to be building a more agile and scalable ecosystem, one that can better extract value from its vast content library while adapting to evolving distribution models.
But the company’s ambitions are not limited to restructuring. ZEEL has also approved an investment of up to Rs 20.09 crore in Culture of Real Experiences (CORE), acquiring a 51 per cent stake in the entity. The move expands its footprint into the broader creative and experiential space, suggesting a push beyond traditional broadcasting into areas where content, culture and immersive experiences intersect.
At the same time, ZEEL has moved to tidy up its financials, approving the redemption of $23.9 million in outstanding foreign currency convertible bonds (FCCBs) and cancelling an unused $215.1 million commitment. The twin steps are expected to ease pressure on its treasury, freeing up capital and improving financial flexibility as the company invests more aggressively in its IP strategy.
Taken together, the decisions reflect a company in recalibration mode streamlining legacy structures, sharpening its focus on content ownership, and exploring new avenues for growth. In a market where the lines between television, streaming and experiential entertainment are increasingly blurred, ZEEL’s latest moves suggest it is not just creating content, but building a system to make that content travel further and pay better.
