At a time when Tata Consumer Products is rapidly accelerating its presence in the food and beverages market and boldly stepping up competition against established FMCG giants, the company has brought in Sindhuu Govindarajan as Vice President – Marketing in its Foods division — a strategic move that places her experience at the forefront of shaping brand strategy and consumer engagement as the group deepens its push into staples, wellness-led health foods and ready-to-cook categories.
In a top-level career switch in India’s quick-moving consumer goods (FMCG) space, Sindhuu Govindarajan, a senior marketing executive, has become Vice President – Marketing in Foods at Tata Consumer Products Limited (TCPL). She comes from Hindustan Unilever Limited (HUL), where she was last working as Brand Director, Surf Excel, South Asia — one of the organization’s most valuable and culturally impactful brands.
Govindarajan’s appointment is at a time when Tata Consumer Products is fast expanding its footprint in the food and beverages space, taking on more boldly existing FMCG giants. As the group forays further into staples, health foods based on wellness, and ready-to-cook categories, her experience will be central to defining brand strategy and consumer interaction.
Govindarajan at HUL played a pivotal role in shaping Surf Excel’s brand positioning — famous for its strong narrative communication and emotionally engaging storytelling around the tagline “daag achhe hain”. Her leadership was not limited to India but extended to South Asia as well, playing a crucial role in the brand’s continued leadership within the detergent segment amid growing competition.
Before joining HUL, she has worked in Reckitt and Procter & Gamble at senior marketing levels, having an excellent cross-category brand-building expertise across personal care, home care and hygiene. Having spent more than a decade at FMCG organisations globally, she has rich understanding of consumer behaviour, digital-driven growth initiatives and brand stories that are culturally ingrained — all of which resonate with Tata Consumer’s expanding premium, innovation-driven mandate.
As per observers in the industry, the appointment reflects Tata Consumer Products’ commitment to attracting high-level marketing talent that has been typical of market leaders such as HUL and P&G. For Govindarajan, the position will be an opportunity to create the next stage of growth for one of India’s most rapidly changing FMCG brands.
Her move is being viewed as one of the significant senior-level changes within the industry this quarter — supporting the increasing talent mobility between Indian-owned consumer giants and legacy multinationals with aspirations of global size.
