Seasoned business leader Bibhav Behera has taken on a new role as Director – Category & Growth at TMRW House of Brands, starting August 2025. With over 15 years of experience across retail, e-commerce, lifestyle, and consumer goods, Behera brings a wealth of expertise in scaling digital-first brands and driving category growth.
Prior to joining TMRW, Behera was a Founding Team Member and Business Head – Western Wear at Mensa Brands, where he spent more than four years leading and building digital-first brands such as Dennis Lingo, Karagiri, Folkulture, and High Star for global markets.
Before Mensa, he spent over four years at Wildcraft India, holding multiple leadership roles including Head – Digital & D2C, Head – Key Accounts (Ecommerce & Modern Trade), and Head – Ecommerce. During this period, he played a pivotal role in transforming Wildcraft’s digital presence, especially during the post-COVID retail landscape, while also strengthening its strategic partnerships across modern trade and online platforms.
Earlier in his career, Behera gained extensive experience in e-commerce and sales through impactful stints at Snapdeal, where he set up the South India vendor management team across diverse categories, and at Red Bull, where he served as On Premise Manager. He also spent over three years at United Breweries Ltd., managing sales and HoReCa channels across Karnataka and Goa, and began his journey with Britannia Industries as a summer trainee.
At TMRW House of Brands, Behera is expected to leverage his deep understanding of digital commerce, consumer behavior, and growth strategy to scale categories and strengthen the company’s position as one of India’s most dynamic brand houses.
His appointment reflects TMRW’s commitment to accelerating the growth of digital-first consumer brands and reinforcing its leadership in India’s evolving retail ecosystem.