Brands
Hindustan Pencils names Aishwarya Shinod head of marketing
MUMBAI: Hindustan Pencils has appointed Aishwarya Shinod as head of marketing, tapping a seasoned FMCG leader to steer brand transformation across its flagship stationery labels, Apsara and Nataraj.
Shinod will lead brand, marketing and consumer strategy for the company’s portfolio, with a brief to sharpen cultural relevance and deepen emotional connect with younger consumers while preserving the brands’ legacy appeal.
She brings nearly two decades of experience in building consumer brands, with senior roles at Unilever, Nestlé, Kellogg’s and Freudenberg Gala Household Products. Her expertise spans brand strategy, integrated marketing, innovation and purpose-led storytelling, underpinned by a strong consumer-first approach.
In previous roles, Shinod led several high-profile brand transformations, including the repositioning of Pepsodent across South Asia at Unilever and the ”Why Just Clean Home’ campaign at Gala, which helped double the brand’s topline over four years. She has also served on industry juries such as the Effies, Emvies and Indian Content Marketing Awards.
Commenting on her appointment, Shinod said joining Hindustan Pencils was an opportunity to reimagine brands that are deeply embedded in Indian school memories and make them relevant for the next generation through insight-led marketing.
Founded in 1958, Hindustan Pencils is India’s largest primary school stationery manufacturer, producing about 8.5 million pencils a day alongside sharpeners, erasers, scales and pens from its manufacturing units. The company said the appointment underlines its focus on building future-ready brands anchored in nostalgia but aligned with changing consumer expectations.
Brands
Faber-Castell India appoints Sunaina Haldar as director – marketing
With stints at Tata, SleepyCat and ADF Foods under her belt, Haldar is primed to redraw Faber-Castell’s brand story
MUMBAI: Faber-Castell India has poached Sunaina Haldar from ADF Foods, appointing her director – marketing as the German stationery brand looks to muscle up in a category that is rapidly reinventing itself around creativity and self-expression.
Haldar hit the ground running. “My first couple of weeks have been incredibly energising, understanding consumers, visiting markets, engaging with retailers and immersing myself into the world of Faber-Castell Group,” she said.
She arrives with considerable firepower. At ADF Foods, Haldar ran marketing across India and international markets for a portfolio spanning Ashoka, Aeroplane, Camel and ADF Soul. Before that, she was vice-president – marketing at direct-to-consumer mattress brand SleepyCat, where she helmed brand, content and performance marketing. Her résumé also includes a stint leading marketing, new product development and CRM for Tata SmartFoodz at Tata Consumer Products, no small proving ground.
Between corporate roles, Haldar also operated as a fractional CMO for early-stage startups, building marketing strategy and operational structures from scratch, a signal that she knows how to move fast with limited resources.
With 18 years straddling FMCG, D2C and the startup world, Haldar now takes the reins at a brand that has long owned the classroom but is clearly hungry for the living room. In a stationery market where the pencil has become a lifestyle statement, Faber-Castell has picked someone who knows exactly how to sell that story.
