Cinema exhibitor PVR INOX Ltd has announced a restructuring of its ₹600 crore media business, appointing Chief Sales Officer Shalu Sabharwal to lead initiatives aimed at strengthening market connections and driving national growth.

Sabharwal will spearhead strategic changes to enhance the media business, utilizing a team of industry experts to oversee business development across India, according to a statement from PVR INOX.

"Her extensive experience and strategic vision make her the ideal leader to guide this transformation. By bringing in industry experts and focusing on key areas like data-driven decision-making and sponsorship opportunities, we are positioning PVR INOX as a dominant force in the media business", PVR INOX CEO- Revenue & Operations, Gautam Dutta said.

Under the newly revamped structure, regional heads Gaurav Shukla, Sharda Ganti, Rajesh Makhija, and Shalini Marianathan will spearhead efforts in their respective markets, the company said.

They will work alongside new appointees in leadership roles such as Saurabh Bhambri and Traptika Chauhan, who bring fresh insights from their experience at Paytm, it added.
"This restructuring marks a significant step in the company's strategy to solidify its position in the competitive media landscape and enhance its ability to connect brands with PVR INOX's vast audience", the company said.

The company further said it plans to leverage advanced data analytics to make more informed decisions and improve operational efficiency with an emphasis on deeper data planning.

Moreover, it is looking to outsource key markets to skilled candidates, which will help expand its reach and impact, and is also putting a greater emphasis on both online and offline media platforms to ensure maximum visibility for its brand and clients, the company added.

"Furthermore, a focused approach on sponsorships and naming rights will open new avenues for monetisation, allowing PVR INOX to tap into lucrative opportunities and create long-term partnerships", the statement said.