Reliance Brands’ Hitesh Malhotra moves to BitOasis

Was vice president, marketing - beauty and luxury

Jul 22, 2022 08:00:00 AM | Article | Campaign India Team

Hitesh Malhotra has stepped down from his role as vice president, marketing - beauty and luxury at Reliance Brands. 
 
He joined the company in September 2021 and quit in June 2022. 
 
As informed by Malhotra, he has moved to BitOasis, a MENA-based cryptocurrency exchange platform. 
 
He will be based in Dubai and report to Ola Doudin, CEO and co-founder, BitOasis. 
 
Malhotra said, “After spending 16 years across top beacons that became unicorns of Web 2.0 like MakeMyTrip, Lenskart and Nykaa, I wanted to foray into novel territory of web 3.0 and its derivatives - BlockChain and Crypto. Having experienced both the realms, I do believe that the core crux of marketing that dwelves on transparency and data centricity took birth with digital, but will see its maturity stage with blockchain for the next 2 decades. I believe the experience and thereby the skills associated with this industry will be rare to find a few years from now when the world changes. I would rather be at the forefront than being an armchair commentator when that happens. If the world before 2022 was about information and arbitrage of media, the world after will be about trust ,ownership (read tokens) and decentralisation. The value will be in the enormity of the network, not with some enormous ones in the network.” 
 
He added, “The organisation, already a market leader in UAE in the crypto space, is poised to expand into other geographies. I believe that it would be a great learning experience for me in terms of dealing with new KPI's, methods for Crypto marketing and picking cultural nuances working with multi - geography team members. Working with a female founder for an organisation at Series B, heading all the way to public listing has been my dream run in the past. When I met the BitOasis founder Ola Doudin, I got this epiphany that reminded me of a famous song 'Don't let go, you've got the music in you, One dance left, this world is gonna pull through'. I am all set!”
 
With over 16 years of experience, he has also worked with companies like Lenskart.com, Nykaa and MSLGroup India, among others.