In a personal note, Vaja shared: “Even more special—my first day coincided with Licious’s 10th anniversary. What an incredible moment to become part of a brand that has redefined the way India experiences meat and seafood. Here’s to building the next decade with ‘Thode Aur’ bold ideas, ‘Thoda Aur’ customer love, and ‘Bohat Aur’ memorable experiences.”

Vaja began his career at Whirlpool India, before moving to ITC, where he rose to the role of Senior Brand Manager for YiPPee! Noodles and Pasta. At ITC, he was responsible for driving integrated marketing campaigns across traditional and digital platforms, as well as overseeing activations, promotions, and consumer engagement initiatives.

With this move, Vaja joins Licious at a pivotal time as the brand continues to expand its footprint and deepen its relationship with India’s growing base of meat and seafood consumers.

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