Deltatre, the video streaming technology company, has brought on board Meetal Shah as its new country manager for India in the midst of its efforts to increase its market share in the area.

The announcement of Shah’s appointment, made yesterday (February 1), comes with Deltatre “looking to significantly expand its presence in the region over the next 18 months.” It first launched in India seven years ago, with former clients there including the major Star Sports and Sony Pictures Networks broadcasters.

Shah, who has previously worked at the Indian music streaming service JioSaavn as head of marketing and growth, will take on responsibilities including launching new commercial partnerships in the subcontinent, building Deltatre as a brand in the region, and developing overall growth strategies.

Aside from her time at JioSaavn – where she built brand agreements with sports properties including basketball’s NBA – Shah has also worked for the UK government’s department for international trade, with Deltatre saying her time there included supporting the growth of English soccer’s top-tier Premier League in India.

Her most recent role was as vice president of marketing at XYZ Reality, and in her new position, she will report to Craig Harvey, senior vice president of corporate strategy at Deltatre.

Shah said: “It’s an incredibly exciting time to be joining Deltatre following the acquisition last year. As the company embarks on global growth, I am delighted to have the opportunity to take the Indian operation to the next level by bringing together my experience across marketing, brand, and people.

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“We have been working with some of the biggest names in Indian sport and I look forward to further scaling up our presence and success in the region.”

Harvey added: “Meetal is a proven leader and has enviable experience in delivering growth strategies for businesses in India, the UK, and the US, so we’re thrilled to have her on the team. It’s an extremely exciting time for Deltatre as we look to expand in India and Meetal is uniquely positioned to take us into this next phase.”

Deltatre is now owned jointly by US private equity firm Bain Capital and Italian asset management company Nextalia SGR, after a takeover last June. Its previous owner was Bruin Capital, the US-based international sports and entertainment group.

In September, Deltatre installed Bain’s co-chairman Stephen Pagliuca (also the co-owner of multiple sports teams) as its board chair.