Heads Up For Tails Appoints Shrutie Kher as Marketing Head

Heads Up For Tails has appointed Shrutie Kher as Marketing Head, adding an experienced consumer brand leader to its leadership team as the company continues expanding its presence in India’s fast-growing pet care market.

Kher joins the company with more than 17 years of experience across beauty, wellness, luxury, lifestyle, and consumer-focused brands. Her expertise spans brand transformation, omni-channel marketing, digital growth, consumer engagement, influencer collaborations, retail expansion, and integrated communication strategies.

Before joining Heads Up For Tails, Kher held senior leadership positions at Kama Ayurveda, where she most recently served as Marketing Director after earlier leading the company’s marketing function. During her tenure, she worked on integrated marketing campaigns, local and hyperlocal brand initiatives, digital engagement, and retail-driven growth strategies aimed at strengthening brand equity and customer connection.

Earlier, she worked with House of Beauty as Business Head for International Brands, overseeing luxury beauty labels including Anastasia Beverly Hills, Neal’s Yard Remedies, and Juice Beauty. In that role, she managed P&L operations, retail growth, digital expansion, merchandising, customer engagement, and brand-building initiatives across multiple premium beauty categories.

Kher also spent nearly a decade at Colorbar Cosmetics, where she led marketing communications and played a key role in strengthening the brand’s positioning through celebrity collaborations, influencer campaigns, experiential marketing, PR, and omnichannel consumer engagement initiatives.

Her earlier experience includes roles at The Times of India and Future Group, contributing to her understanding of media, consumer behaviour, retail strategy, and brand communication.

At Heads Up For Tails, Kher will focus on strengthening brand love, enhancing customer experience, and supporting category growth as the company continues scaling its pet care ecosystem across products, services, and community engagement initiatives.

Her appointment comes at a time when India’s pet care industry is witnessing rapid expansion driven by rising pet ownership, premiumisation trends, increasing digital adoption, and stronger consumer focus on pet wellness and lifestyle products.

Companies across the sector are increasingly investing in brand-led growth, customer communities, and emotionally driven consumer experiences to deepen engagement and differentiate themselves in a competitive market.

With Kher’s extensive experience in building culturally relevant and emotionally connected brands, Heads Up For Tails is expected to further strengthen its positioning within India’s evolving pet care and lifestyle ecosystem.