Arushi Kumar, the former brand head of EV business at Mahindra & Mahindra has joined Royal Enfield as AVP & global group manager of marketing for Royal Enfield.
Arushi joined Royal Enfield after spending close to two years with Mahindra & Mahindra, where she was part of the team that showcased the electric vehicle portfolio BE in the UK and South Africa.
She will be reporting to Mohit Jayal – the head of marketing at Royal Enfield.
At Mahindra, Arushi was responsible for brand strategy; marketing communications, and go-to-market plans for all EV products. She was also part of the Mahindra Edge program for high-potential candidates.
In a career spanning close to a decade and a half – she has worked across functions such as strategy, product marketing, channel transformation, customer experience, and journey. Starting her career at Maruti Suzuki, Arushi was there for almost a decade before she joined Great Wall Motor in 2019 – where she worked on their EV strategy. At Great Wall, she also received the President’s Award.
Arushi joined Mahindra & Mahindra a couple of years ago when the SUV maker was developing a dedicated team for the EV business. Over the recent years, she has developed capability in the zero-emission world, having worked with GWM for several years, followed by Mahindra, gaining knowledge on EV customers.
At Royal Enfield, while her profile will be global marketing and brand building, she is likely to play an important role for EVs in the future, which will be a critical chapter in the history of the brand. Royal Enfield had brought ex-Ducati head Mario Alvisi as its Chief Growth Officer earlier in the year.
Royal Enfield has been revamping its sales and marketing organisation over the last 12-18 months. On the mainstream business, the company brought in Y S Guleria to lead its Chief Commercial Operation in the middle of 2022, and then Shreenath Kamalapurkar joined the company as a National Sales Head in 2023.
It is now reinforcing its marketing team by bringing in fresh talent from outside.
The reason for her exit is not known, Arushi was unavailable for comment on the development. An email sent to Royal Enfield did not elicit any response till the time of publishing the news.