Saina Group Appoints Akhil T.J. As Chief Growth Officer To Drive OTT And Digital Expansion

Saina Group, one of Kerala’s longstanding media and entertainment companies with a legacy dating back to 1985, has announced the appointment of Akhil T.J. as its Chief Growth Officer (CGO), reinforcing its focus on scaling digital and revenue operations.

In his new role, Akhil will oversee the group’s growth and revenue strategy across its OTT platform Saina Play, as well as its YouTube and digital network, which includes Saina South Plus, Saina Music and Ludo Originals.

His responsibilities will also span content monetisation, brand solutions, sales, partnerships, events and intellectual property (IP) businesses. He will report directly to Aashiq Bava, CEO of Saina Group.

Founded by P.M. Bava in 1985, Saina Group has evolved into a major force in Malayalam entertainment, with a catalogue of over 700 films and a vast music rights library. The company also commands a significant digital presence, particularly in the regional media space.

Under the leadership of Aashiq Bava, the group has expanded into the digital era, launching Saina Play in 2019 as a Malayalam-focused streaming platform and strengthening Saina Video Vision’s role in film distribution and marketing.

Today, the group reaches audiences across Kerala, India, and the global Malayali diaspora, particularly in the GCC region, through platforms such as Saina Play, Saina South Plus, Saina Movies, Saina Music and Ludo Originals. Its events and IP portfolio includes Ocha Festival, a prominent entertainment property in Kerala, along with music events, film launches and celebrity-driven activations.

Akhil brings over 17 years of experience across sectors including media, OTT, telecom, banking, real estate and automotive. His career includes leadership roles in brand and growth strategy across Malayalam broadcast and OTT platforms, as well as contributions to major initiatives such as a national entertainment channel launch in a regional market and large-scale telecom consolidation efforts. He has also held marketing leadership positions at Skyline Builders, Kotak Mahindra Bank and Hero Group.

Commenting on his appointment, Akhil said, “Saina sits on a rare combination, a 40-year content legacy, one of Malayalam’s deepest film and music libraries, a fast-growing OTT in Saina Play, a strong digital network, and IPs like Ocha Festival that connect directly with audiences. The opportunity is to convert that depth into scaled commercial momentum, for Saina, and for brands looking to engage Malayali audiences in Kerala, India and the GCC.”

Welcoming him to the organisation, CEO Aashiq Bava said, “We are glad to welcome Akhil onboard. As we expand further in the digital landscape, his experience will add immense value to the company. We look forward to working together and achieving exciting outcomes.”

As CGO, Akhil will focus on driving subscription and ad-supported growth on Saina Play, enhancing monetisation across the group’s digital platforms, expanding content syndication and rights businesses, and scaling integrated brand solutions, influencer collaborations and live event properties.