CEO Insights Magazine

In the world of corporate finance, some leaders manage the books, while others write the playbook. Vijit Anand, the visionary Chief Financial Officer of Purplle, firmly belongs to the latter.

A distinguished finance veteran with nearly two decades of experience forged in the crucibles of Hindustan Unilever and Lakmé, Vijit is the strategic mind architecting the financial excellence and exponential growth of one of India's most disruptive beauty platforms.

His arrival in 2020, amidst a global pandemic, was not just a career move but a catalyst that has since propelled Purplle to a staggering 60 percent growth rate over the last seven years, fundamentally reshaping beauty accessibility for millions across the nation.

How was your transition from a technical role to finance, and what challenges did you face during this phase?

My transition from a technical background to finance was guided by mentorship and hands-on learning. With a B.Tech in Computer Science and an early career as a software engineer at Infosys, my foundation was in logic and systems.

However, an innate curiosity for the levers of business decision-making led me to the prestigious Indian Institute of Management, Indore, for my PGDBM in Finance & Strategy.

This pivotal transition took me to the corporate powerhouse Hindustan Unilever Limited (HUL), where, over 12 years, I honed my craft. I managed the complexities of procurement, supply chain finance for 60 factories, CFO for Lakme Salons and finance partner for General trade sales.

It was this rich, hands-on experience that shaped me into a leader who understands business not just from a spreadsheet, but from the factory floor to the storefront.

As the CFO of Purplle, my role transcends traditional finance. I am the steward of the company's entire financial, legal, and secretarial ecosystem. My domain encompasses everything from meticulous reporting and statutory audits to high-stakes fundraising, strategic acquisitions, and investor relations.

As CFO, what additional responsibilities do you have, and which principles guide your work?

I fully embrace the philosophy of a tech-first finance function. I have tried to embed cutting-edge tools like SAP HANA, Power BI, Alteryx, and Python into the company's DNA, transforming finance from a reporting center into a real-time, predictive powerhouse.

This technological backbone ensures unparalleled precision, robust internal controls, and seamless collaboration.

I believe that leadership should be profoundly human. My focus is on building formidable teams, mentoring future leaders, and fostering an environment of open communication and resilience.

By cascading clear objectives and celebrating achievements in company-wide town halls, he ensures every team member is not only aligned with the organizational vision but is also an inspired participant in its success. “Cultivating strong communication and interpersonal skills is key to influencing and inspiring teams and stakeholders.”

How do you ensure accuracy in financial reporting and maintain transparency within the organization?

We ensure financial precision through a tech-driven approach with tools like SAP HANA and Power BI, supported by strong internal controls and a culture of accountability. Transparency is maintained via clear stakeholder communication, detailed reporting, and ESOP programs for employees.

What market trends are currently shaping your financial forecast and competitive strategy?

The Indian beauty and personal care market is being reshaped by several key trends influencing our financial outlook and competitive positioning. Growth is accelerating in Tier 2 and 3 cities with rising disposable incomes, while personalization and AI-driven solutions are enhancing customer loyalty. Our private brands, contributing over half of Net Sales Value, strengthen margins and differentiation.

An omnichannel “phygital” strategy, combined with quick commerce capabilities, further expands reach and meets evolving consumer expectations. Together, these shifts demand strong brands, seamless experiences, and efficient supply chains to stay competitive.

How do you foster teamwork while keeping employees aligned with organizational goals?

My leadership style is collaborative and empowering, with a focus on data-driven decision-making. I provide strategic direction, remove roadblocks, and foster open communication. Teamwork is promoted through cross-functional collaboration and regular brainstorming sessions, while alignment with organizational objectives is ensured via transparent goal setting, cascading objectives, and regular town halls that reinforce our vision and celebrate achievements.

What is the future destination you are heading toward?

Our vision is to become India’s most loved beauty destination, combining market leadership with beauty-tech innovation. We aim to enhance profitability while building a sustainable and resilient business, supported by leading investors such as ADIA, Kedaara, Premji, Goldman Sachs, and others.

Our strategic priorities include deepening market penetration in Tier 2 and 3 cities, expanding our omnichannel presence, innovating through private brands, and leveraging technology to enhance customer experience and operational efficiency, all while creating value for customers, employees, and communities.

What advice would you give to aspiring leaders in the field?

I recommend becoming a strategic business partner by understanding the broader business, embracing technology and data analytics to drive insights, and staying adaptable and resilient in a dynamic environment. Cultivating strong communication and interpersonal skills is key to influencing and inspiring teams and stakeholders, while a commitment to continuous learning ensures long-term growth and relevance in this rapidly evolving industry.

Vijit Anand, CFO, Purplle

Vijit Anand is more than a CFO; he is a growth catalyst, a tech visionary, and an inspirational leader, scripting a remarkable chapter in the story of Indian enterprise. He is a finance veteran with close to 20 years of experience, driving financial excellence, strategic growth, and profitability at Purplle, with prior leadership experience at Hindustan Unilever and Lakmé.

Hobbies: Playing Chess

Favorite Book: Thinking, Fast and Slow by Daniel Kahneman

Favorite Cuisine: Chinese

Favorite Travel Destination: India

Prestigious Accolades:

Business World CFO 40 under 40 (2022)

Economic Times Dealmaker CFO of the Year (2024)