Kult has appointed Rishi Patnaik as chief business officer (CBO) in a strategic move to strengthen its leadership team.  

In his new role, he will be responsible for driving the e-commerce platform’s business growth, brand strategy, and market expansion in the beauty and personal care space. 

Before joining Kult, Patnaik was at Nykaa Fashion, where his last stint was as senior vice president.

Patnaik stated, “Kult is not merely a brand, it's a fresh 'Cult' within the beauty and personal care space. It's where innovation and technology meet and intersect with an in-depth knowledge of what consumers truly desire today. I think the Indian beauty e-commerce market is poised for change, and Kult's AI-driven app is driving that change, making beauty discovery intelligent, personalized, and intuitive like never before. Through smart curation, recommendation based on data, and an easy-to-use interface, Kult is revolutionising the way humans interact with beauty. This dedication, coupled with the team's enthusiasm and accuracy, will assist Kult in forging a niche of its own. I feel very privileged to be a part of this amazing journey guided by our inspirational CEO, Karishma.”

Karishma Singh, CEO, Kult E-commerce, added, “I’m thrilled to welcome Rishi to Kult. He can zoom out on vision and zoom in on the details that ship. With a record of building consumer loved businesses and the operational rigor to scale them, he will turn a great product into a category defining company”

In a career spanning over two decades across online and offline channels, Patnaik has also worked with brands like Jabong, Noon, and Reliance Brands, among others.