Pankaj Gupta, former COO at Spice Digital*, has joined mobile VAS company GoBindas as its CEO. Gupta was with Spice Digital for almost five years, and joined GoBindas earlier this month. Gupta confirmed his move to MediaNama. He takes over from Rakesh Mahajan, who leaves on the company on Friday. Before joining GoBindas, Mahajan was the Head of Value Added Services and Incubation at Bharti Airtel. 

“There are two areas of business that Gobindas is into,” Gupta told us. “One is a cell broadcast business with Celltick which is the only business in VAS that is growing. The other is mHealth, which is a major area of focus for us and is live across operators. We have branded content and are doing SMS based services like mobile tips.”

GoBindas, according to its website, began as a regional and devotional content company, and then expanded its operations in 2008 to become a mobile VAS solutions company “by hosting and managing various platforms such as SMS, WAP, IVVR, IVR & CBC”. GoBindas was among the partners for the Indian Premier League in 2010.

*Disclosure: Spice Digital is an advertiser with MediaNama