Mahindra Group has appointed former Unilever executive Purnima Lamba as its chief brand officer effective Sept. 1, as the Indian conglomerate looks to sharpen its global corporate brand strategy and strengthen its digital and consumer-facing communication initiatives.
Lamba, who spent around 25 years at Unilever across India, the UK and the Netherlands, will lead Mahindra’s corporate brand and communications strategy and oversee brand consistency across the group’s businesses, the company said in an exchange filing on Wednesday.
The appointment comes at a time when the company is expanding aggressively across electric SUVs, hospitality, financial services, farm equipment and technology businesses, while simultaneously seeking to build a more unified global brand identity.
“Her global experience, strategic thinking, bold creativity and deep consumer insight make her an ideal leader to further strengthen the Mahindra brand,” Group CEO and Managing Director Anish Shah said in a statement.
Mahindra said Lamba has experience in building “tech-enabled beauty experiences” and pioneering digital media models, capabilities that could become increasingly relevant as Indian conglomerates push towards younger, digitally engaged consumers and global markets.
Lamba holds B.Sc. and M.Sc. degrees in Management from the London School of Economics and Political Science, according to the filing.
The company said she will also become part of Mahindra’s senior management from Sept. 1.