Kult, a prominent player in India’s beauty and personal care sector, has announced the appointment of Rishi Patnaik as its Chief Business Officer (CBO), effective October 14, 2025. In this strategic role, Patnaik will oversee business growth, brand strategy, and market expansion, aiming to scale Kult’s presence in the rapidly evolving beauty e-commerce landscape.

With over two decades of experience in retail, e-commerce, and omnichannel strategy, Patnaik brings a wealth of expertise to his new position. Prior to joining Kult, he held senior leadership roles at Nykaa Fashion, Jabong, Noon, and Landmark (Lifestyle).

At Nykaa Fashion, he served as Senior Vice President, where he played a pivotal role in e-commerce strategy, business development, and brand management. Notably, he facilitated the launch of the Revolve store in India through a B2B2C model with international fulfillment and led the introduction of Footlocker.in and Footlocker Exclusive online.

Expressing his enthusiasm about joining Kult, Patnaik stated, “Kult is not merely a brand; it’s a fresh ‘cult’ within the beauty and personal care space. It’s where innovation and technology meet an in-depth understanding of what consumers truly desire today.” He emphasized that Kult’s AI-driven app is revolutionizing beauty discovery by making it intelligent, personalized, and intuitive.

Karishma Singh, CEO of Kult, welcomed Patnaik’s appointment, highlighting his ability to balance visionary thinking with operational execution. Singh expressed confidence that Patnaik’s leadership will be instrumental in transforming Kult into a category-defining company.

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Gurgaon, India, 12^th September 2025: Kult, one of India’s fastest-growing beauty and skincare commerce platforms, today announced the appointment of Ravish Kumar Chaubey as its  Head of Marketing. In this role, Ravish will be spearheading the overall marketing efforts at Kult, driving consumer engagement, brand building, and growth.

An alumnus of IIT Madras and IIM Lucknow, Ravish brings over 15 years of rich experience in consumer growth and brand building. He has spearheaded marketing at some of India’s most iconic companies, including Meesho, Ola Electric, Vedantu, and Flipkart. At Meesho, his efforts accelerated user growth sixfold, helping the platform evolve from reselling into full-fledged e-commerce. At Ola Electric, he led the scooter’s digital-first debut, generating over 500,000 pre-bookings in a week—recognized as one of the country’s most successful two-wheeler launches. At Vedantu, he streamlined business marketing and growth, significantly boosting revenues while halving marketing inefficiencies. His early stint at Flipkart gave him a front-row seat in shaping India’s e-commerce ecosystem, building foundational expertise that continues to guide his journey.

Speaking on the appointment, Karishma Singh, Kult’s Founder, said:
“We are thrilled to welcome Ravish to Kult as Head of Marketing. His track record of scaling consumer businesses and building impactful brands aligns perfectly with our vision of making Kult the most loved beauty destination for young India. At Kult, our goal has never been to just create another beauty marketplace; we’re building a discovery-first, experience-rich platform that truly understands what beauty means to each individual.  With his expertise, we are confident of strengthening our positioning and accelerating growth in the months to come.”

Expressing his excitement, Ravish Kumar Chaubey, Head of Marketing, Kult, added:
“Beauty is one of the most personal and expressive categories, and Kult is redefining how it is discovered and experienced in India. I am excited to join this journey and look forward to building on Kult’s strong foundation to craft memorable brand experiences, fuel consumer love, and scale the platform to its full potential.”

Kult currently hosts over 150 curated beauty and wellness brands across skincare, haircare, fragrance, and more. Its platform blends expert curation with AI-led personalization, enabling users to discover products best suited to their unique needs and routines. In just one year, Kult has delivered orders across 6,000+ PIN codes, underscoring its early focus on logistics and operational efficiency. To strengthen last-mile delivery and drive scalability beyond Delhi-NCR, the platform is expanding its warehousing footprint to ten key Indian cities. This comes at a time when Kult is showing strong revenue momentum, with an Average Order Value of ₹2,800 well above the industry average of ₹1,900—and order volumes doubling month-on-month. As it taps into high-growth Tier 2 and Tier 3 beauty markets, infrastructure expansion will be critical. Kult is also pioneering category innovation with its “Perfume Trial at Home” service, the first of its kind in India, allowing users to sample test vials before committing to full-size purchases—a move redefining how fragrances are discovered online. Backed by $20 million in fresh funding led by M3M Family Office, Kult is investing strategically in AI-driven personalization, product innovation, brand partnerships, and operations to build one of India’s most consumer-loved beauty platforms.

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Gurgaon— Kult, one of India’s fastest-growing beauty platforms, has launched Kult Kash, a first-of-its-kind loyalty program that promises to transform the way users shop for beauty and skincare products. With Kult Kash, the brand is introducing an entirely new approach to customer rewards—one that begins even before the first purchase.
Unlike conventional loyalty programs where points are earned only after spending, Kult Kash offers ₹1000 worth of instant credit to every new user at signup. This unique feature gives users a sense of walking into Kult’s store with a full wallet from day one.

Direct, Transparent, and Rewarding Kult Kash is designed to offer simplicity and real value: – One Kult Kash equals one rupee, offering clear and straightforward benefits. – Users can pay up to 20% of their cart value using Kult Kash. – Post-purchase, Kult further rewards shoppers with Kult Kash equivalent to 20% of their cart value.
With this structure, Kult positions Kult Kash not just as a discount mechanism, but as a dependable companion that consistently contributes to users’ beauty shopping.

Seamless Engagement with the Kult Widget
To further elevate user experience and engagement, Kult has launched an innovative home screen widget. By simply adding this widget, users are instantly credited with ₹300 Kult Kash. The widget provides daily beauty and skincare content, and users can earn up to ₹50 Kult Kash every day by interacting with it.
Unlike many apps that rely on frequent push notifications—often leading to user fatigue and uninstalls—Kult’s widget offers a seamless, non-intrusive engagement channel.

A Strategic Move for Growth
Kult Kash is expected to significantly improve user retention while reducing marketing spends. By creating a rewarding ecosystem that keeps users coming back, Kult is positioning itself as a frontrunner in customer-centric innovation in the beauty and skincare industry.

“With Kult Kash, we wanted our users to feel like they’re shopping with a wallet that’s already full,” said Karishma Singh, CEO of Kult. “It’s not just a loyalty program—it’s a simple, rewarding way to make beauty shopping more exciting.”

As Kult continues to expand its offerings, Kult Kash is set to become a key differentiator, setting new benchmarks for customer engagement and loyalty in India’s booming beauty market.

App screen images to go with article (Kult Kash and Kult Widget)

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