Exclusive: Reliance Brands' Hitesh Malhotra Moves To BitOasis As CMO

Hitesh Malhotra, previously the Vice-President, Marketing, for Beauty and Luxury at Reliance Brands, has joined BitOasis as its Chief Marketing Officer. BitOasis is the MENA region’s largest cryptocurrency exchange for BitCoin and +65 cryptocurrencies. Founded in 2015, BitOasis is serving as the go-to platform for first-time cryptocurrency buyers and professional traders alike.

Commenting on his move, Malhotra states, "After spending 16 years across top beacons that became unicorns of Web 2.0 like MakeMyTrip, Lenskart and Nykaa, I wanted to foray into the novel territory of web 3.0 and its derivatives - BlockChain and Crypto. Having experienced both the realms, I do believe that the core crux of marketing that dwells on transparency and data centricity took birth with digital, but will see its maturity stage with blockchain for the next 2 decades. It's a beautiful system of nearly perfectly coordinated functions (anonymously) that eliminates the central custodian's arbitrage."

He goes on to add how Crypto will need to go through these tumultuous times to separate good businesses from ponzi ones and gain consumer trust. Digital/ecommerce had to bear the same in 2010s when 80% of traffic/installs were fraudulent users captured to pull higher valuations. 10 years later, only truly valuable organisations survive. "Once the dust settles and more naysayers become consumers, the industry will propel to unimaginable heights. I believe the experience and thereby the skills associated with this industry will be rare to find a few years from now when the world changes. I would rather be at the forefront than being an armchair commentator when that happens. If the world before 2022 was about information and arbitrage of media, the world after will be about trust ,ownership (read tokens) and decentralisation. The value will be in the enormity of the network, not with some enormous ones in the network," he says.

On his rationale behind choosing BitOasis, Malhotra asserts, "The organisation is poised to expand into other geographies. I believe that it would be a great learning experience for me in terms of dealing with new KPIs, methods for Crypto Marketing and picking cultural nuances while working with multi - geography team members. 

Working with a female founder for an organisation at Series B, heading all the way to public listing has been my dream run in the past. When I met the BitOasis founder Ola Doudin, I got this epiphany that reminded me of a famous song 'Don't let go, you've got the music in you, One dance left, this world is gonna pull through'. I am all set!"