2025-12-212025-12-212025-12-19https://www.adgully.com/post/10390/we-dont-chase-shock-we-chase-instinct-decoding-plum-bodylovins-competitive-edgehttps://ir.mica.ac.in//handle/123456789/10438In this edition of W-SUITE, Adgully speaks with Stuti Sethi, Brand Lead, Plum BodyLovin’, a key force behind the rise of one of India’s most loved fragrance-first bath and body brands. An alumna of MICA Ahmedabad, Sethi shares insights from her journey of building Plum BodyLovin’ into a clutter-breaking, culturally rooted, and deeply experiential brand. From taking bold creative risks and tapping into Indian cultural moments to understanding Gen Z’s evolving relationship with fragrance and self-care, Stuti reflects on what it takes to build a fun, inclusive, and homegrown brand in a category dominated by global players. She also opens up about women-led leadership, nurturing young talent, and why authenticity, emotion, and originality remain at the heart of lasting brand impact.enAlumni in News