Yash Kotak is the Marketing Director of Bombay Hemp Company Pvt. Ltd. and is in charge of all communications, media, marketing, sales and business development within the organization. Coming from a business-oriented family in Mumbai, he completed his Masters in Management with specializations in Advertising and Communication. Given his upbringing, Yash has always felt extremely privileged to know and understand how important it is to work and strive for what you want to accomplish. This, in some ways, has also translated into BOHECO’s vision to be a value-driven organization, rather than the brand focusing only on ‘evaluation’. An ardent rebuttal of being a bookworm, Yash made sure that most of his college and school time was spent in social settings rather than classrooms, constantly dealing with his curiosities and his inhibitions. Prior to BOHECO, Yash’s first job right out of college saw him work as a media planner at Groupm, where he worked with well-known and established brands like Mercedes, Cox & Kings, Novartis to name a few. only a few. His first stint was in his specialized field for about 15 months, before moving to BOHECO, his passion project. At the start of creation, the founders were faced with the stark realization of the industry’s lack of precedence in the Indian subcontinent, and apart from policies and regulations, communication would play a primary role in the determining brand success. The vision of the organization, as it stands today, is to reimagine the future of Indian agriculture and sustainable living with hemp as a goal. Their formula is to take cannabis, a nine-thousand-year-old miracle crop from the Himalayas, and turn it into a channel that powers the future. Their organization follows a vertically integrated format, and the design merges this potential with existing industries of agriculture, technology, textiles, food and medicine, to bring together community, impact and value. . Yash has made tremendous progress in the process of end-to-end establishment of the BOHECO Life vertical (health and wellness segment), which today is the main focus of the brand. He worked closely with Sumit and Delzaad, 2 of the co-founders to design and set up the entire vertical supply chain and communication. Yash also runs several awareness and education campaigns carried out on behalf of the brand, expressing the truth to its main goal of educating potential consumers of the product with the benefits of using this herb. From cooking workshops in partnership with restaurants (to emphasize the use of hemp as a daily adage) to educational roadshows educating doctors and patients about the medicinal benefits of the plant, Yash has launched various crusades for the brand to propel the brand. industry awareness. BOHECO’s mission is to educate, breed and cultivate. Education forms a huge backbone of this particular mission, given the burgeoning nature of the industry as it stands today, as well as the social stigma that goes with the sector. Not only educating consumers, but also helping people unlearn and relearn what the industry is all about, due to the volume of misinformation is imperative for the business flow to flourish. Personally, this is where Yash’s work comes in. He truly believes that hemp and cannabis can improve people’s quality of life and the only reason they don’t have access to it is because they don’t know too much about it. His personal vision for the brand is for hemp and cannabis to reach as many households as possible and improve the standard and quality of life for patients with chronic illnesses, whether physical or mental. On a personal note, Yash is heavily invested in sports, travel, social work, and food, and tries to match his hobbies and passions with his professional work in the field wherever possible.