Barun Prabhakar, a seasoned marketing professional with over two decades of experience, has been appointed as the Group Chief Marketing Officer (CMO) at GRM Overseas, one of India’s leading exporters of Basmati rice and a prominent player in the FMCG sector. This move follows Prabhakar’s impactful seven-year tenure as Head of Marketing and Creative Strategy at Liberty Shoes, where he successfully revitalized the brand with campaigns that captured the imagination of younger audiences.
In his new role, Prabhakar will lead GRM Overseas’ brand marketing efforts across its diverse portfolio, focusing on strengthening the company’s presence in both domestic and international markets. His key objectives include enhancing brand visibility, driving growth in GRM’s Food FMCG business, and spearheading innovative marketing strategies that align with evolving consumer preferences.
GRM’s product range includes its flagship 10X brand, offering staples like basmati rice, atta, and oil, as well as its modern brand Faashta, which caters to the ready-to-cook and ready-to-eat segments with products such as biryani kits, noodles, and poha. The company has also ventured into contemporary categories with the acquisition of the coffee brand RAGE and is pursuing further portfolio expansion through strategic acquisitions.
Prabhakar brings with him an impressive history of driving business growth and building impactful brands. His career spans successful stints at leading consumer-centric companies such as Leayan Global (Red Chief Shoes), Wildcraft, and Woodland, where he played instrumental roles in shaping their market strategies.
At Liberty Shoes, Prabhakar demonstrated his ability to adapt to dynamic market conditions by crafting creative campaigns that revitalized the brand’s identity, resonating strongly with younger demographics. His efforts not only elevated Liberty’s brand perception but also contributed significantly to its growth in a competitive footwear market.
Commenting on his new role, Prabhakar expressed his enthusiasm for contributing to GRM Overseas’ ambitious journey:
“GRM Overseas is a brand with a rich legacy and a forward-looking vision. I am thrilled to join this dynamic team and help drive its mission of redefining the FMCG landscape through innovation, quality, and consumer-centric strategies.”
As GRM Overseas continues to expand its footprint, Prabhakar’s expertise in brand building, market strategy, and consumer engagement will be pivotal in positioning the company as a leader in the rapidly evolving FMCG sector.
Commenting on his appointment, Atul Garg, Managing Director, GRM Overseas, said, “We are thrilled to have Barun join our team and are confident that together we will achieve remarkable milestones and solidify GRM’s position as a global leader in food solutions. Barun will lead the next leg of brand establishment for GRM, which started with the signing of the Bollywood superstar Salman Khan as its brand ambassador.”
“We will remain focussed on solidifying our position in the Tier II and Tier III cities, with a specific on the youth population. Leveraging his past experiences, Barun will help us in achieving our target of high single digit market share in the food FMCG industry in India, while our strategy of having multiple brand and multiple products would contribute positively to our growth. This marks an exciting chapter in GRM’s journey toward becoming a global leader in both staples and new-age food solutions,” he added.
