Ekta Upadhyay has been appointed as Assistant General Manager & Head of Marketing for Costa Coffee, Airports Business, and New York Fries at Devyani International Limited. In this capacity, she will be spearheading marketing strategies to drive business growth, enhance brand visibility, and deliver engaging consumer experiences across high streets, malls, and airports. Her mandate includes creating innovative, consumer-focused campaigns and scaling new formats to strengthen the presence of these brands in highly competitive markets.
With over 14 years of experience in brand and media marketing, Ekta brings a strong track record of developing impactful 360-degree campaigns that integrate ATL, BTL, social media, digital media, and on-ground activations. Prior to joining Devyani International, she led marketing for Costa Coffee India and also served as Head of the Department – Brand Marketing and Activation at Boddess, where she drove brand strategy and execution for the beauty retail space. Her career has spanned diverse industries including FMCG, consumer durables, automobile ancillary, and e-commerce, sharpening her analytical and strategic capabilities.
Ekta’s professional journey includes leadership roles such as Brand Lead at Creditron Services, Manager – Marketing & Communications (APMEA) at Apollo Tyres, and Senior Manager – Brand & Media Marketing at Koovs.com, where she positioned the brand as a trendsetter in online western wear fashion. She also has extensive agency experience with Mindshare, managing media buying for PepsiCo and Yum Restaurants, and began her career with VivaKi, gaining expertise in media planning and execution across major television properties.
At Devyani International, Ekta’s focus will be on strengthening brand equity for Costa Coffee, optimizing marketing efforts for the Airports Business, and expanding the reach of New York Fries. Leveraging her ability to blend data-driven decision-making with creative storytelling, she aims to deliver seamless consumer journeys both online and offline, while adapting campaigns to diverse geographic markets. Her appointment underscores Devyani International’s commitment to innovative marketing leadership in the QSR and retail café segment