Vitasta Kaul Steps Down As CMO Of Hoopr, Eyes Entrepreneurial Path

In a move that could signal a new entrepreneurial chapter, Vitasta Kaul has stepped down from her role as Chief Marketing Officer at Hoopr, the music licensing platform catering to India’s rapidly expanding creator economy.

Kaul’s departure marks the end of a significant phase for the platform, where she was instrumental in shaping Hoopr’s marketing narrative and strengthening its positioning within the creator and brand ecosystem. Industry sources indicate that she may now be exploring an independent venture, potentially working with early- and growth-stage startups as a strategic marketing partner.

During her tenure, Kaul helped expand Hoopr’s brand visibility and industry conversations around licensed music, copyright awareness and fair monetisation for artists in the fast-growing short-form and social media content space. The platform has been positioning itself as a bridge connecting music labels, independent musicians, brands and digital creators seeking legally licensed music.

Reflecting on her stint, Kaul described the experience as one of the most demanding chapters of her professional journey.

“Joining Hoopr was my fifth stint with an early- or growth-stage startup, and by far one of the most challenging chapters of my career as a marketing leader. The sheer volume of music India produces, combined with the explosive growth of the creator economy, means you have to think sharper, move faster, and constantly stay on your toes,” she said.

She added that the opportunity to work on a platform deeply embedded in the modern content ecosystem made the experience particularly meaningful.

“Music today powers everything,from social media and short-form content to brand campaigns, OTT shows, films and large-scale sync deals. Working on a platform that sits at the centre of so many moving parts,helping brands discover the right music while ensuring independent artists receive fair visibility and remuneration,was both humbling and energising.”

Before joining Hoopr, Kaul built a strong reputation across India’s startup ecosystem, holding leadership roles spanning marketing, brand strategy and digital growth. Over nearly two decades, she has worked across industries including edtech, design, food and beverage, automobiles and music and entertainment, helping early-stage ventures scale their brand presence and market positioning.

Looking ahead, Kaul indicated that her next phase could involve independent consulting and collaboration with founders across emerging sectors.

“Across diverse industries, I’ve seen how differently markets evolve and how uniquely consumers behave in each sector. That experience has shaped a clear belief: there is no one-size-fits-all playbook for growth,” she said.

“As I look at my next chapter, I see myself working independently,partnering with early and growth-stage founders to help them scale through thoughtful, context-specific marketing strategies. With new sectors emerging and AI reshaping how companies grow, I’m excited to collaborate with multiple founders and ventures at once.”

Her exit comes at a time when India’s creator economy and music licensing ecosystem are witnessing rapid expansion, with platforms increasingly focused on enabling creators to access licensed music while ensuring rights holders are compensated.

Industry observers say Kaul’s next move could draw attention across both the startup and digital marketing ecosystems, given her experience at the intersection of brand building, content culture and evolving digital platforms.