Orient Electric has appointed Sandhya Biswas as chief marketing and customer experience officer, as the CKA Birla Group company strengthens its senior leadership across marketing, brand building and consumer experience.
Biswas brings close to 20 years of experience across consumer durables, lifestyle, telecom, energy and home improvement businesses in India and the US.
Her appointment comes with a broad mandate spanning marketing and customer experience, with her previous experience covering business and P&L management, category and product strategy, brand building, digital and e-commerce, and go-to-market.
Biswas is an alumnus of the Indian School of Business, Hyderabad, and has a background in Electronics and Informatics.
Over the course of her career, she has worked with companies including Airtel, Kohler, Morphy Richards, Livguard and Fenesta, where she was most recently associated.
Her experience cuts across both established and emerging consumer categories, giving her exposure to businesses where brand positioning, product innovation, distribution and consumer behaviour are closely linked.
Orient Electric said Biswas has focused across her roles on building and premiumising brands, developing new categories and products, and using consumer insight and marketing to drive business growth.
The company operates across consumer electrical categories, making brand building and consumer engagement important components of its growth strategy. Biswas’ background in category and product strategy, digital and e-commerce and go-to-market gives her experience across several of the functions that increasingly shape consumer brands.
She takes charge at Orient Electric with effect from September 14, 2026.
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First Published onSeptember 14, 2026, 19:10:36 IST
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