Vipul Maheshwari was promoted to senior vice president of product and data analytics by Honasa Consumer, the parent company of the beauty and personal care brand Mamaearth, on Thursday.

Maheshwari, a graduate of IIT Delhi, has worked for Honasa for over four years and specializes in data science and analytics. He also worked with Global Analytics India Pvt Ltd and Delhivery.

As the firm focuses more on data-driven innovation to track business performance, Maheshwari will continue to spearhead the integration of advanced analytics for product creation.

"Technological innovation and product advancement are meeting in an exciting way in the beauty and personal care sector.It's a privilege for me to spearhead Honasa's initiatives to use cutting-edge analytics and product development to give our customers more individualized, effective, and enjoyable experiences," Maheshwari added.

In an effort to improve its R&D skills, Honasa also recently named Kaustav Guha as vice president of research and development.

The Gurugram-based business also owns five more brands: BBlunt, Staze, Dr. Sheth's, Aqualogica, and The Derma Co. In the April quarter, it stopped selling its ayurvedic cosmetics line, Ayuga.

"Data-driven decision-making has always been central to our growth, influencing how we understand and serve our clients. Maheshwari's ability in transforming complex data into useful insights has been critical to our progress. He has been working with a leadership attitude for years, and this position is a logical progression for him," stated Varun Alagh, Co-founder and CEO