Mythik appoints Preeti Vyas as president

Mythik, a tech-first global entertainment company, has announced the appointment of Preeti Vyas as president of content strategy, partnerships, and consumer products. In her new role, Vyas will lead Mythik’s content strategy, partnerships and consumer products initiatives to align with the company’s long-term vision of bringing Eastern mythology, history, and folktales to a global audience.

Her prior experience includes being the president and CEO of Amar Chitra Katha, where she led the publishing brand's resurgence from a nostalgia to a contemporary, relevant brand, accompanied by a return to profitability.

She led a comprehensive digital transformation at Amar Chitra Katha, successfully repositioning heritage brands for contemporary audiences and delivering 10x readership growth to reach over 6 million readers globally.

Vyas spearheaded multiple transmedia adaptations and forged partnerships and licensing deals that redefined brand relevance, breathing new life into beloved franchises, including Tinkle.

She is also the founder of FunOKPlease Publishing India, an award-winning publishing company of contemporary Indian content for children with IPs like Toto the Auto and co-published books with Penguin, HarperCollins and Scholastic India.

She served as the business head for Books, Music, and Stationery at Future Group, where she built the retail brand Depot retailing books and multimedia across 100 retail touchpoints and also launched private label publishing and one of India's first self-publishing platforms.

Vyas was also the founder of Kidztown India, a pioneering speciality learning store in Mumbai focused on educational products and experiential retail for children.

She held senior leadership positions at Future Group India, Globus Retail, Sony Music India, Crossword Bookstores and ToysRUs building expertise across diverse content and retail verticals.

Jason Kothari, founder & CEO of Mythik, said, “Preeti’s extensive leadership experience in the retail, content, and publishing ecosystem represents a distinctive combination of strategic acumen and creative vision; together, with her proven ability to transform heritage brands, build impactful partnerships, and scale content for diverse audiences make her particularly valuable to help us realise Mythik’s vision.”

Preeti Vyas said, “Very rarely in life does an opportunity like Mythik come one’s way - an opportunity to present stories from our ancient past authentically and entertainingly to audiences around the world at a scale that has not been attempted before. These stories have inspired global storytellers and filmmakers for eons and now it's their time to own the spotlight. After spending decades in the Indian content space, I am thrilled to join Mythik at this pivotal moment, continuing my journey of telling our stories, but in new and tech-first ways to reach audiences around the world.”