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Social media giant Meta on Monday appointed Vikas Purohit as Director of Global Business Group in India. Purohit will spearhead the company’s strategic relationship with the country’s leading brands and advertising agencies to drive Meta’s revenue growth in India.

As a part of his role, Purohit will work with the media and creative ecosystems for accelerating the adoption of digital tools by the largest advertisers and agencies. 

Meta’s key business vertical teams, agency teams, and business solutions teams will report to him. Purohit will report to Arun Srinivas, Director and Head of Ads Business for Meta in India.

“India’s largest businesses and agencies are playing a crucial role in the country’s expanding digital economy and are building innovative business models that are inspiring marketers globally,” Srinivas said in a media statement. “I am thrilled to welcome Vikas as he joins our team to shape the role that Meta platforms can play in enabling businesses, supporting India’s economic growth, and building the digital advertising ecosystem of the country,” he added.

Purohit’s last stint was at Tata Cliq , where he joined as Chief Operating Officer before moving on to become the Chief Executive Officer. He has over 20 years of experience in senior business, sales and marketing roles at companies such as Amazon, Reliance Brands Limited, Aditya Birla Group and Tommy Hilfiger. Purohit is an alumnus of the Indian Institute of Management, Bangalore.

Last November, Meta announced the appointment of Sandhya Devanathan as the Head and Vice President of Meta India after Ajit Mohan resigned from the firm to join its rival, Snap, and lead its APAC business.

Sandhya transitioned to her new role on January 1, 2023.

The duopoly of tech giants Facebook-parent Meta and Google-owner Alphabet in the digital advertising market has taken a hit. The growth in ad revenues of both companies has slowed amid a decline in digital ad spending in the current economic climate.

In October 2022, Meta reported a more than 50% drop in profit and a second straight quarterly revenue decline, hit by weak advertising demand, increased competition from rivals like TikTok, and Apple’s iOS privacy changes.