Mythik appoints Preeti Vyas as President to lead content strategy, global expansion

INDIA – Mythik, a tech-driven global entertainment company aiming to become the “Disney from the East,” has appointed Preeti Vyas as President of content strategy, partnerships, and consumer products.

Announced on September 2, 2025, Vyas’s role will focus on aligning Mythik’s initiatives with its vision of bringing Eastern mythology, history, and folktales to a global audience through innovative, tech-first storytelling.

Vyas brings over three decades of leadership in content, publishing, and retail. As former president and CEO of Amar Chitra Katha, she spearheaded a digital transformation, achieving a tenfold readership increase to over 6 million globally and returning the iconic brand to profitability.

Her efforts modernized heritage franchises like Tinkle through transmedia adaptations and strategic partnerships with entities such as Applause Entertainment and Zebu Animation.

Vyas also founded FunOKPlease Publishing India, creating award-winning children’s content like Toto the Auto, and co-published with Penguin, HarperCollins, and Scholastic India.

Her entrepreneurial ventures extend to founding Kidztown India, a pioneering Mumbai-based learning store, and leading Depot at Future Group, where she built a multimedia retail network across 100 touchpoints and launched one of India’s first self-publishing platforms.

Vyas’s prior roles at Sony Music India, Crossword Bookstores, Globus Retail, and ToysRUs further highlight her expertise across content and retail ecosystems.

Jason Kothari, Mythik’s founder and CEO, praised Vyas’s appointment, “Preeti’s strategic acumen and creative vision, paired with her proven ability to transform heritage brands and scale content, make her invaluable to realizing Mythik’s vision.”

Vyas expressed her enthusiasm, “Mythik offers a rare opportunity to present Eastern stories authentically to global audiences at an unprecedented scale. I’m thrilled to continue my journey of storytelling in new, tech-first ways.”

Mythik, launched in April 2025 by Kothari, aims to reach 3.5 billion people across Asia and beyond, leveraging cutting-edge technology to reimagine Eastern narratives.

The global entertainment market, valued at USD 2.3 trillion in 2024 per Statista, is ripe for diverse storytelling, yet Eastern narratives remain underrepresented.

Vyas’s leadership is expected to drive Mythik’s mission, with her industry influence, evidenced by roles in the Media & Entertainment Skills Council and FICCI AVGC-XR Forum, positioning the company to bridge cultural gaps and redefine global entertainment.

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