Orient Electric has appointed Sandhya Biswas as Chief Marketing and Customer Experience Officer, strengthening its senior leadership as the consumer electricals company looks to sharpen its brand, customer experience and growth strategy.
The appointment is effective September 14, 2026. Biswas has also been designated as Senior Management Personnel at Orient Electric. The company's Board of Directors approved her appointment through a resolution passed by circulation, following a recommendation from its Nomination and Remuneration Committee.
Biswas brings close to two decades of experience across consumer durables, lifestyle, telecommunications, energy and home improvement businesses in India and the United States.
Before joining Orient Electric, she was associated with Fenesta. Her previous experience includes stints at Airtel, Kohler, Morphy Richards and Livguard, giving her exposure to businesses operating across different consumer categories and stages of growth.
Across her career, Biswas has worked in areas including business and profit-and-loss management, category and product strategy, brand building, digital and e-commerce, and go-to-market planning. Her experience also includes developing and premiumising brands, building new categories and products, and using consumer insights and marketing initiatives to support business growth.
The combination of marketing and customer experience under her mandate comes as consumer-facing companies increasingly look at customer journeys beyond conventional advertising. Digital commerce, product discovery, after-sales interactions and data-led consumer insights have become important components of how brands engage with customers across online and offline touchpoints.
Biswas is an alumna of the Indian School of Business, Hyderabad, and has an academic background in Electronics and Informatics.
Orient Electric, part of the CK Birla Group, operates across consumer electrical categories including fans, lighting, home appliances and switchgear. The appointment adds a senior executive with experience across brand, product, digital commerce and consumer strategy to its leadership team.
For Orient Electric, Biswas' appointment brings marketing and customer experience responsibilities together at a senior management level. Her cross-sector background is expected to support the company's focus on consumer engagement, brand development, digital channels and product-led growth as competition across India's consumer electricals market continues to evolve.
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