Cape Town, South Africa, June 2025 – Larny Maharaj has taken on a new leadership role as Head of People and Culture at PURA Beverage Co, a Cape Town-based company known for pioneering the “Evolved Refreshment” category in the global beverage market. In her new role, Larny will lead the people strategy, employee engagement, and organizational culture initiatives across the company’s dynamic and purpose-driven ecosystem.
Before joining PURA Beverage Co, Larny Maharaj served as HR Manager for Twisp at BAT, where she was part of the senior leadership team. She led a cross-functional HR team and played a critical role in transforming Own Retail’s organizational design, performance management systems, and data-driven talent development strategies.
Prior to BAT, she worked at MANE Shared Services as a Human Resource Development Coordinator for nearly four years. Based in Cape Town, she was instrumental in driving HR policy design, learning and development initiatives, and compliance frameworks aligned with labor regulations and company values.
Earlier, she served the Cape Union Mart Group in dual roles—first as a Group Human Resource Business Partner and then as a Learning and Development Facilitator. During her tenure, she contributed significantly to performance enhancement, training programs, and employee engagement initiatives across the retail group.
Larny’s early career includes experience as an HR Administrator at Radisson Blu and a Hospitality Systems Consultant at Micros South Africa, giving her a well-rounded understanding of both systems and people in operational environments.
About PURA Beverage Co
PURA Beverage Co (PBC) is a Cape Town-based beverage company on a mission to redefine refreshment. With a portfolio centered on “better for you” beverages, including the pioneering PURA Soda, the company is driving the “Evolved Refreshment” category globally. Built on values of fun, dynamism, and wellness, PURA empowers consumers to “live a little PURA” without compromising on taste or lifestyle. The company blends entrepreneurial spirit with solid foundational values to create a vibrant, purpose-led work culture.
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