Bajaj Electricals appoints Devika Sachdev

Bajaj Electricals has announced the appointment of Devika Sachdev as head of advertising and brand management.

 

Sachdev moves from Aditya Birla Group, where she was vice president - brand development. 

 

At Bajaj Electricals, she will drive the brand and communications across Bajaj, Morphy Richards and Nirlep. 

 

Anuj Poddar, MD and CEO, Bajaj Electricals, said, "Devika's vast experience in building leading consumer-centric brands across a multitude of product categories puts her in a strong position to drive our ongoing brand transformation journey. What she brings to the table is her deep understanding of consumer insights and markets and translating that into strategic brand management. Over the next few years, she has the challenging agenda of fortifying our brands as we continue to drive growth. I am sure she will create value for the organisation, and I welcome her on board."

 

Sachdev said, "I am thrilled to join Bajaj Electricals and chart out the larger narrative of all the brands. From fortifying an 84-year-old iconic brand Bajaj to building the premium brand Morphy Richards and restaging Nirlep along with many more exciting initiatives, I believe this is an apt time to take on the mantle and create impact."

 

In a career spanning 21 years, she has also worked with General Mills, Marico and Godrej Consumer Products.