As CCO, Shashwat will spearhead the strengthening of profitability for mCaffeine and HYPHEN
Delhi, India, September 2025 – PEP Brands has announced the appointment of Shashwat Jain as its new Chief Commercial Officer (CCO). In his new role, Shashwat will lead P&L performance, drive profitability, and spearhead cost optimisation initiatives for two of India’s fastest-growing D2C brands – mCaffeine and HYPHEN.
With over 13 years of experience across analytics, marketplaces, food tech, consumer tech, and gaming, Shashwat Jain brings a proven track record of blending data, technology, and strategic business growth. His entrepreneurial background includes co-founding successful consumer and gaming ventures such as Dangal Games and Poker Dangal, giving him first-hand insight into building scalable, product-led businesses from the ground up.
He joined PEP Brands in 2024 as part of the CEO’s Office, where he played a pivotal role in formulating and executing company strategy. Now, as CCO, he assumes full P&L ownership across all business segments. His focus will be on developing robust commercial strategies, enhancing channel profitability, and delivering long-term value through disciplined execution and consumer-first thinking.
Tarun Sharma, Co-founder & CEO of PEP Brands, shared, “Shashwat’s journey has always been about building and scaling businesses with a sharp eye on growth and profitability. He has consistently demonstrated a mix of hustle, strategic vision and disciplined execution. I’m confident that as the Chief Commercial Officer, he will play a pivotal role in making Pep Brands a highly profitable asset.”
Shashwat Jain, commenting on his new role, said, “Stepping into the role of Chief Commercial Officer is an exciting new chapter in my journey. Having worked across diverse industries, I’ve always been driven by solving complex problems, uncovering growth opportunities, and building teams that create real impact. At Pep Brands, with mCaffeine and HYPHEN, I look forward to scaling two of India’s most dynamic D2C brands while setting new benchmarks for sustainable, consumer-first growth.”
This appointment reinforces PEP Brands’ commitment to developing entrepreneurial leadership and building a profitable, culture-driven D2C ecosystem in India’s competitive beauty and personal care market.
About PEP Brands
PEP Brands is a new-age D2C powerhouse reshaping India’s beauty and personal care segment through innovation, accessibility, and authenticity. It operates under a 6P framework: Product, Proposition, Pricing, Packaging, Platform, and Promotion.
- mCaffeine, India’s first caffeine-based personal care brand, has become a leader in the bodycare category with over 25 million units sold across platforms and a portfolio of 100+ products.
- HYPHEN, co-founded with Kriti Sanon, is a performance-led skincare brand delivering multi-benefit products that balance science and nature, aimed at redefining celebrity-anchored skincare in India.
With a footprint in 19,000+ pincodes, PEP Brands is building the future of beauty in India through a blend of hunger, hustle, honesty, humility, and humour.
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