Shrutie Kher joins Heads Up For Tails as Head of Marketing

By: Women Entrepreneurs Review Team | Thursday, 28 May 2026

India's organized pet care market Heads Up For Tails has added Shrutie Kher to its leadership team as Head of Marketing.

Shrutie brings to Kama Ayurveda a wealth of expertise gained from her tenure as Marketing Director, driving the brand's evolution into a modern, sophisticated and culturally authentic Ayurvedic brand. Her earlier work was dedicated to empowering visual identity systems, developing a smoother brand language, consumer immersions, story-telling and retail and digital transformation without losing the authenticity of Ayurveda.

In the post announcing her departure on LinkedIn, Shrutie said that her work was focused on contributing to the “rebirth and transformation” of the brand, and that she had to ensure the proper balance between modernization and heritage with Shrutie's work at Kama Ayurveda.

She pointed to brand storytelling, product innovation, retail experience and digital engagement, and how it was a very satisfying and enriching experience, both for her and professionally. She also attributed teams to support the transformation process, the mentors, the founders and the colleagues from Puig.

She said that the beauty and pet care areas are both care-driven, ritual-intensive, trust and connection-driven areas, and that her move to Heads Up For Tails is one that's in a new category and a new learning curve for her. She also shared that pets have always been an integral part of her family so the move was both personally significant and professionally exciting to her.

Key Highlights:

• Heads Up For Tails appoints Shrutie Kher as Head of Marketing
• Kher brings experience from Kama Ayurveda, Colorbar and House of Beauty
• She will drive brand building and consumer engagement in India’s growing pet care market

Shrutie has a broad background in beauty, wellness, luxury retail and consumer marketing spanning almost 20 years. Before Kama Ayurveda she was Business Head – International Brands at House of Beauty, where she was in charge of international portfolios such as Anastasia Beverly Hills, Neal's Yard Remedies and Juice Beauty.

She also spent nearly 10 years at Colorbar Cosmetics, where she was responsible for digital marketing, development of influencer and experiential campaigns and integrated marketing communications. In her previous career, she was with Bennett Coleman & Co. Ltd. (The Times of India) where she interacted with both the media and consumer marketing ecosystem.

Shrutie will likely be working on augmenting emotional brand building, enhancing consumer engagement and further extending the brand's lifestyle positioning in the rapidly expanding pet care market in India at Heads Up For Tails. The category has been gaining momentum as a result of the growing number of pets, premiumisation and more each year spent on pet wellness and services.

With the appointment, Heads Up For Tails is anticipating its brand-led growth strategy to continue at a faster rate, as the pet care industry in India grows more organized and experience-driven. Shrutie's cross-category beauty, wellness and high end consumer brand experience will likely help the company in its ability to continue to tell emotional stories, build its omnichannel connect and extend its lifestyle positioning in urban pet parent.