People: Sproxil names Indian head

SMS-based authentication specialist Sproxil has appointed Anand Mehta as head of its operations in India.

Mehta joins the Sproxil from Think as Consumer and MotoringHead.com, business growth strategy and marketing firms, where he served as chief marketing officer and will be "responsible for managing the staff and leading the development and execution of Sproxil India’s expansion plans," according to the company.

Sproxil has been operating in the Indian market since 2011, when it started applying its Mobile Product Authentication (MPA) platform - which uses text-messaging to verify products carrying a unique code - to pharmaceutical products.

Since then, the company has expanded its customer base with growth in the fast-moving consumer goods (FMCG) and automotive parts sectors, providing "marketing communications, loyalty programme development and anti-counterfeiting" functions.

"We are confident that Mr Mehta will accelerate our company’s growth within India, making Sproxil the trusted market leader in the country for brand loyalty solutions and product authenticity verification services," said Sproxil chief executive Ashifi Gogo.