Sapna Maheshwari
Business reporter, The New York Times
Sapna Maheshwari is a business reporter at The New York Times who covers TikTok and emerging media. She previously covered retail and advertising for the Times, including the turmoil at Victoria's Secret and the collapse of Forever 21.
| Role | Business reporter, media group |
|---|---|
| Outlet | The New York Times |
| Beat | TikTok, emerging media |
| Previously | Retail and advertising reporter, The New York Times; BuzzFeed News; Bloomberg News |
Who is Sapna Maheshwari?
Sapna Maheshwari is a business reporter at The New York Times. Since January 2023 she has been part of the Times' media group, covering TikTok and emerging media. Before that she covered the retail industry and advertising for the paper.
Career
Maheshwari joined The New York Times business desk in 2016 to cover advertising, after working as a reporter at BuzzFeed News and Bloomberg News. In 2019 she moved to the retail beat, and in 2023 she switched to the media team to focus on TikTok and new media platforms.
Coverage
Her retail reporting included:
- Turmoil at Victoria's Secret
- Internal clashes at the activewear brand Outdoor Voices
- The collapse of Forever 21
As an advertising reporter she investigated inappropriate videos served to children on YouTube, programmatic advertising, viral misinformation and the influencer economy. Her current work on TikTok and emerging media follows how social platforms shape commerce, culture and regulation, topics closely linked to how fashion and beauty brands reach consumers.
Frequently asked questions
Who is Sapna Maheshwari?
Sapna Maheshwari is a New York Times business reporter who covers TikTok and emerging media and previously covered retail and advertising.
What has Sapna Maheshwari written about retail?
As the Times' retail reporter from 2019 she covered Victoria's Secret, Outdoor Voices and the collapse of Forever 21.