BULLET Microdrama, the platform backed by ZEE Entertainment Enterprises Ltd. (ZEE), has appointed Himanshu Awasthi as Senior Vice President Product.

According to a BULLET Microdrama press release from Mumbai today, Awasthi will lead product strategy across the company’s flagship app and upcoming B2C offerings.

He will focus on improving consumer experiences across content discovery, engagement, retention and monetisation, while developing mobile-first products based on changing audience behaviour.

Awasthi joins BULLET Microdrama from Eloelo Group, where he led multiple consumer products. He brings more than 11 years of experience across social, entertainment and internet platforms, having also worked with AppsForBharat, including its SriMandir platform, and Meesho.

His experience includes building and scaling B2C products from inception through launch and growth, along with expertise in user retention and monetisation across domestic and international markets.

Commenting on the appointment, Azim Lalani, Co founder and Chief Business Officer, BULLET Microdrama, said Awasthi’s understanding of consumer behaviour and experience-building will be valuable as the company evolves its products and explores new opportunities across the consumer ecosystem.

Awasthi said the growth of short-format, mobile first storytelling presents an opportunity to make content discovery more intuitive, engagement deeper and storytelling more personalised. He added that he is looking forward to building new consumer experiences as the microdrama category continues to evolve.

With Awasthi joining its leadership team, BULLET Microdrama aims to strengthen its focus on content, consumer understanding and technology for India’s growing mobile first entertainment audience.