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Must Read, the largest online destination for jewellery has strengthened technology and marketing team with the recent appointments of  Dheerendra Kulkarni as VP – Technology and Abhishek Bhartiya as Director – Marketing and Analytics.
CEO & Co-Founder,, Kapil Hetamsaria said, “It is an exciting time at VelvetCase right now, as we embark on larger goal to become the preferred destination for jewellery in the country. Over the last four months, we have moved from a completely outsourced tech team to an entirely in-house team, which gives us better agility and control in building the best tech platform in the world of jewellery. On the marketing front, while we have had a fully in-house team, we now also have an experienced and agile leadership for establishing a long-term marketing strategy to achieve business objectives.”
Dheerendra Kulkarni comes with a total experience of 13 years in the field of technology. Some of the companies that he has previously worked are Amazon and
Under Dheerendra’s leadership, the newly formed 15-member team would focus on delivering cutting-edge technology for product discovery, improved user experience, and scalable solutions for category and seller management.
Since the major chunk of VelvetCase’s traffic comes from mobile devices, the in-house tech team will play a pivotal role in ramping up the mobile site’s performance along with building a feature-rich mobile app for seamless user experience.
With seven years of experience in the field of marketing, Abhishek Bhartiya comes with a strong knowledge base to drive customer acquisition and retention, brand management and marketing analytics at VelvetCase. His earlier work experience has been at and Google among others.
The marketing team’s immediate focus is going to be on building brand awareness through digital marketing, content creation, and inbound marketing. It will also concentrate on establishing a robust marketing analytics setup, in order to have a sound understanding of various consumer segments and their behaviours, which will in turn help in optimizing on-site user experience and overall marketing campaigns.

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