Sony Music India has announced the appointment of Mairu Gupta as Director, Digital Business. Mairu will lead the company’s digital front with its streaming partners in India and will collaborate with Sony Music’s global teams to drive and enhance digital revenue and market share.

Mairu has won multiple awards for developing breakthrough digital content throughout his 15-year career. His most recent stint was at the NBA, where he led the content and media distribution business for the League for more than 3.5 years.

“We are excited to have Mairu join us as we grow our strategic partnerships in the digital business,” said Rajat Kakar, Managing Director, Sony Music India. “Mairu comes with proven leadership and entrepreneurial experience that will play a key role in building new partnerships that provide new opportunities to expand the reach of our artists.”

Prior to the NBA, Mairu served as Vice President and Business Head of Jack in the Box Worldwide.