Fratelli refers to the brotherhood of the seven founders, Indian and Italian, who came together to form the company – the Sekhri, Secci and Mohite-Patil brothers, along with Piero Masi. After the unexpected loss of Fratelli’s founder and leading light, Kapil Sekhri in 2020, the Sekhri family members stepped up to carry forward his legacy, even as they were adapting to the drastic changes of the difficult pandemic years.
Kapil’s brother Gaurav Sekhri stepped in to run the business while Gaurav’s MBA-qualified son, Aditya, took on strategy and business development. Puja, Kapil’s wife, officially took over as marketing and human resources director. She oversaw the Fratelli varietal line relaunch in 2021. Its 10 brightly-hued, stylised labels, depicting the seven founders, saw an immediate uptick in sales. At the top end, J’NOON and Sette have shown marked growth as India follows the west on the path to premiumization and more Indians look to buy Indian quality products.
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