Snapchat parent Snap Inc. announced on August 23 the appointment of former Google executive Pulkit Trivedi as the head of its India business, as well as the unveiling of a new localised operating structure, as the country emerges as a critical market for Snapchat's future growth.

Trivedi will be responsible for leading the company's operations in India, including driving revenue, supporting partners, and nurturing the creator ecosystem, as India managing director. He will report to Ajit Mohan, the company's Asia Pacific (APAC) president.

Trivedi was previously with Google, where he has spent the past five years as the Director of Google Pay - India Business Team. In this role, he was responsible for developing strategic plans for the business, forging key partnerships, and driving monetization for Google Pay in India. He has over 23 years of experience with stints at Meta, Intel, Microsoft and IBM.

"Pulkit's deep expertise in building and scaling businesses, as well as finding ways to drive outsized growth for partners," Mohan said, "will enable us to continue delighting our surging community of over 200 million Snapchatters in India."

"India is one of the world's fastest-growing internet economies, providing Snap with an exceptional opportunity to actively contribute to the growth of our community and businesses," Trivedi said. Snap has a reputation for being a true innovator, and with a product that has connected with so many young Indians, it has built a thriving community in India."