Mumbai: German sportswear brand Puma on Monday announced the appointment of Prabhdeep Bedi as director and head of the retailer’s direct-to-consumer e-commerce operations in India.

Bedi will be responsible to accelerate the brands' digital transformation journey and lead the D2C eCommerce business and the entire value chain of operations, cataloguing, technology, account management, and customer experience. Prabhdeep will report to Puma India and Southeast Asia, managing director Abhishek Ganguly, the brand said in a statement.

Commenting on the appointment, Ganguly said, “Prabhdeep brings a strong track record of driving growth-oriented strategies. I am confident that Prabhdeep, with his knowledge and understanding of the e-commerce space coupled with his effective leadership style, will significantly contribute to our growth. His digital-first approach towards business will further help build the next phase of PUMA’s eCommerce journey in India. We are thrilled to welcome Prabhdeep to the PUMA family.”

Bedi comes with 13 years of rich and diverse experience in various domains like education technology, FMCG, and consulting. In his previous role, he was associated with Toppr Technologies as a chief operating officer for five years. His past stints also include brands like McKinsey & Company, Procter and Gamble India. He holds an MBA from Kellogg School of Management, Northwestern University, and an undergraduate degree from IIT Bombay.

Speaking about his new role, Bedi said, “It’s commendable to see how PUMA has strengthened its foothold in the Indian market in such a short span. The rate at which e-commerce is growing in the country is unimaginable and I am really looking forward to driving strategic innovation initiatives for the brand, keeping in mind the heightened digital awareness of the new-age consumers of today. I am absolutely thrilled to join the team at such an exciting phase in the company’s growth trajectory.”