Coto has appointed Shefali Anurag as its co-founder. Previously serving as Vice President of Marketing, she will continue to lead the brand’s marketing strategies while expanding her responsibilities to drive the company's vision and enhance its multi-modal wellness offerings.
In her new role, Shefali will focus on scaling coto’s global presence, identifying new revenue streams, and enhancing user engagement. She will also oversee innovation and service scalability to reinforce coto’s position as a leader in the emotional wellness sector.
Shefali brings over 12 years of leadership and marketing experience across global brands, including Amazon, Agoda, Pomelo, and ZipDial (now X/twitter India). She has successfully led brand-building initiatives, market expansions, and high-impact PR and storytelling campaigns. Her expertise will be instrumental in driving coto’s growth and influence in the emotional wellness space.
With a diverse background in technology, e-commerce, and fashion, Shefali has led multiple media launches, including funding rounds, acquisitions, and product rollouts, across six key Asian markets—India, Thailand, Vietnam, the Philippines, Singapore, and Japan.
Welcoming Shefali to the team, Tarun Katial, founder and CEO of coto, said, "We are excited to welcome Shefali as a co-founder at coto. Her strategic depth, creativity, and expertise in digital growth and brand storytelling will be pivotal as we expand our reach in the emotional wellness space. Together, we are committed to making mental and emotional well-being more accessible, personalized, and effective for individuals everywhere.”
Speaking about her new remit, Shefali says, "Throughout my career, I’ve been driven by a passion for building brands that create real impact. Stepping into this role as co-founder at coto is an exciting opportunity to bring that passion into the realm of emotional wellness—a journey that goes beyond traditional therapy. At coto, we recognize that healing is multifaceted, encompassing not just therapeutic support but also karmic healing and seeking answers through astrology and tarot. Mental well-being should be holistic, personalized, and accessible, and I’m thrilled to work with this incredible team to expand coto’s reach and offer more people around the world a truly transformative healing experience."
Shefali is pursuing an Executive Master’s in Luxury Management from ESSEC Business School, Paris, and Parsons School of Design and holds an M.Sc. in Economics from Symbiosis International University. She has also completed exchange programs at Stanford University and NUS, Singapore. Her expertise spans branding, sustainability, and digital innovation. At coto, she leverages her multi-channel marketing and strategic communications background to drive impactful wellness solutions.
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