MUMBAI: Grasim Industries has appointed Srishti Sawhney as the President and Global Brand Head for Pulp & Fibre Business. In her new role, Sawhney’s mandate will be to strengthen and enhance the communication and branding of the ingredient brand Liva. She will also chart out the strategy to showcase the dynamism of product and capitalise on opportunities that would result in exponential growth. There will be key focus on collaboration and partnerships that will further solidify the brands positioning and key offerings.

Rajeev Gopal, Global Chief Sales & Marketing Officer & Group Executive President, Grasim Industries | Pulp & Fibre,  said “Srishti Sawhney’s appointment is an extension of the company’s ongoing efforts towards building agile teams and integrated structures to deliver maximum growth and perception for the ingredient brand. We are confident that Srishti’s razor sharp focus will move the company forward in its next phase of growth and expansion.”

With nearly three decades of varied experience, Srishti will bring her learnings from handling multiple consumer and luxury brands to the strategy that will be charted out for the communication and branding of Liva and its sub-brands.

Srishti Sawhney, President and Global Brand Head, Grasim Industries, Pulp & Fibre Business said, “The growing complexity of marketing platforms calls for a multi-dimensional approach that is collaborative and integrated in nature. I am extremely excited to be a part of Birla’s futuristic division and am looking forward to working with the team to start a new chapter for the Pulp & Fibre business. Our aim is to communicate and create a clear image of the brands - for the consumers to relate to and trade to see the functionality of.”

Srishti has previously handled and been a key player in the marketing and communication strategies of top companies and brands like Spark44, Jaguar Land Rover India, Audi India, DY&R, JWT, Leo Burnett & McCann, in that order. She was instrumental in launching brands like Bacardi, Colgate Total, Sprite, Georgia & Diet Coke in India.