A year older: A look at Tushar Malhotra's Bisleri journey

Malhotra joined Bisleri in 2021 as Head of Marketing and International Business

by e4m Staff
Published: Nov 14, 2026 9:49 AM | 2 min read

Tushar Malhotra, Director of Sales and Marketing at Bisleri International, celebrates his birthday on November 15 and has been with the company since 2021, taking on his current role in February 2024.
His responsibilities encompass sales operations and revenue growth in India and the Gulf Cooperation Council, with a focus on marketing strategies that include partnerships with sports franchises and celebrity endorsements.
Notable marketing initiatives during his tenure include the #DrinkItUp campaign featuring Deepika Padukone and partnerships with major sporting events, enhancing Bisleri's visibility and appeal to younger consumers.
Malhotra also oversees the development of new beverage lines, such as Vedica Himalayan Spring Water and various carbonated drinks, while promoting Bisleri's environmental goals, which earned him the CMO Sustainability Award in 2025.

As Tushar Malhotra celebrates his birthday on 15th Nov, a familiar sight on Indian roads offers a glimpse into his work at Bisleri International. The trucks that deliver water to neighbourhood shops also carry the company’s advertising. For Malhotra, Bisleri’s Director of Sales and Marketing, the fleet brings two parts of his job together on the same route.

Malhotra joined Bisleri in 2021 as Head of Marketing and International Business. In February 2024, he was elevated to his current role, adding overall sales operations and revenue growth to his responsibilities. His remit covers India and the Gulf Cooperation Council markets, where the company’s sports partnerships have also given Bisleri a presence beyond its home market.

One of the most visible moves during his tenure was bringing Deepika Padukone on board as Bisleri’s global brand ambassador. The #DrinkItUp campaign and its follow-up, #DrinkItUp 2.0, were designed to reach younger consumers. Padukone gave the campaign a familiar face, and the message itself was built around something people do every day: drink water.

Bisleri also made sport a regular part of its marketing, signing on as a hydration partner for Indian Premier League franchises, Indian Super League clubs and marathons. In the UAE, it extended that approach through tournament partnerships. A marathon gave the product a practical role on the course. Partnerships with cricket and football teams gave Bisleri a presence across a season. Limited-edition bottles featuring athletes carried some of those associations onto shop shelves.

The job has also meant building a market for beverages beyond Bisleri’s core packaged water business. Malhotra oversees the development of Vedica Himalayan Spring Water and the company’s carbonated drinks, including Limonata, Pop, Rev and Spyci Jeera. Vedica’s Himalayan source is central to its pitch. A drink such as Spyci Jeera has a different selling point in its flavour. Both may compete for space in the same shop refrigerator.

In 2025, Malhotra received the CMO Sustainability Award at the Laqshya Pitch Best CMO Awards for his work on Bisleri’s environmental initiatives. The recognition came as the company pursued its stated goals of becoming water-positive and plastic-positive.

The campaigns, partnerships and product launches eventually meet at the retail counter. The shopkeeper decides which bottles to stock. The customer decides which one to ask for by name. Both decisions are part of the job Malhotra took on when Bisleri brought sales and marketing together under his leadership.