Blackberrys Menswear has appointed Purvaa Kapadia as Vice President – Brand Experience, a strategic addition as the brand strengthens its national presence and amplifies modern retail and consumer engagement initiatives. With Blackberrys expanding its Urban portfolio, elevating its product mix, and accelerating omnichannel capabilities across 205 exclusive stores and 1,000+ multi-brand outlets, Kapadia’s arrival marks an important milestone in the brand’s transformation journey.
With over 20 years of leadership across fashion, beauty, and luxury retail, Kapadia brings a powerful blend of strategic insight, creative thinking, and operational depth. Her experience spans Shoppers Stop, Hindustan Unilever / Lakmé Salons, and Marks & Spencer India, where she built high-engagement consumer ecosystems, shaped brand equity through culturally resonant storytelling, and strengthened digital communities. Known for balancing data-led decision-making with brand intuition, she has consistently delivered business impact through end-to-end ownership of segmentation, positioning, loyalty frameworks, integrated campaigns, and omnichannel customer journeys.
At Blackberrys, industry watchers expect Kapadia to sharpen the brand’s contemporary expression, unify omnichannel experience, deepen CRM-led engagement, and accelerate content and storytelling capabilities—especially for younger consumers through Blackberrys Urban. Her appointment underscores Blackberrys’ commitment to elevating consumer experience and building a modern fashion narrative rooted in the brand’s legacy, founded by NIFT alumni Nikhil and Nitin Mohan. With her leadership, Blackberrys enters a new phase of creative, digital, and retail-driven growth.
