Himanshu Shekhar has joined VEGA as Head of Digital, D2C and Growth, taking charge of the company’s digital marketing, direct-to-consumer (D2C) and growth initiatives. Shekhar announced the move through a LinkedIn post, saying he will focus on strengthening VEGA’s digital, e-commerce and direct-to-consumer presence, with artificial intelligence (AI) playing a central role in how the company understands consumers, develops content and scales performance.
Shekhar joins VEGA after serving as Head of Digital Marketing at Livguard. According to industry publication afaqs!, he held the position at Livguard from September 2024 to August 2026. Before that, he worked as Digital Marketing Lead at Usha International. His earlier experience also includes roles at Publicis Media and Google in digital marketing and business performance.
In his new role at VEGA, Shekhar will be responsible for digital marketing, D2C and growth. His mandate will include building a stronger digital and e-commerce presence for the company while developing its direct relationship with consumers.
Shekhar said that AI will be at the core of how he approaches consumer understanding, content creation and performance scaling at VEGA. This places digital technology and AI within the company’s broader growth strategy as it continues to expand its presence across online channels.
VEGA operates in the grooming and personal care segment and offers products across areas including hair care, styling and personal grooming. The company’s published product catalogue describes its portfolio as covering a head-to-toe grooming and styling range.
VEGA has also been expanding its digital and brand activities across different market segments. In 2022, the company appointed ANTS Digital as its digital, brand and performance marketing partner for a new B2B vertical, with the agency tasked with launching the vertical across digital and social platforms.
Shekhar’s appointment comes as brands in the consumer and personal care space continue to place greater emphasis on digital commerce, direct consumer engagement and performance marketing. His experience across digital marketing roles at Livguard, Usha International, Publicis Media and Google adds to his mandate at VEGA.
Sharing the announcement, Shekhar described VEGA as one of India’s established names in grooming and personal care and said he was excited to contribute to the company’s next phase of growth. His focus will be on strengthening digital, e-commerce and D2C capabilities while using AI to support consumer understanding, content and performance.
With Shekhar joining as Head of Digital, D2C and Growth, VEGA has added a digital marketing leader with experience across consumer-facing businesses and technology-led marketing environments. His new mandate brings together digital marketing, direct-to-consumer growth and e-commerce, with AI forming a key part of the approach outlined in his announcement.
