Brands
Asian consumers want brands to align with relatable social causes: Kantar
MUMBAI: As per a report titled ‘Purpose in Asia’ from Kantar, consumers in Asia want brands to align with issues that matter to them. The report finds that people favour brands that engage in social issues – provided these are the causes that matter to them personally.
“Nine in ten consumers in the region want brands to get involved in the issues they care about, meaning that an authentic brand purpose is now an expectation as opposed to a bonus,” the report reads.
“Aligning with the issues that matter to consumers also makes business sense. 60 per cent of people questioned said they were more likely to buy brands aligned with their views, and the same number said they would be happy to pay ‘a little more’ for brands with sustainability credentials,” it adds.
The study also reveals a disconnect between the causes that dominate global media and international brand campaigns, and the issues that matter to consumers in Asia. While climate change and gender equality were the two high-profile issues most likely to be seen by people, causes closer to home mattered most to them personally, such as health and wellbeing, or ending poverty. These two topics appeared within the five most important issues for all countries questioned and appeared alongside issues such as quality education and hunger in emerging markets, and decent work and economic growth in developed markets.
The report also mentions that consumers in Asia are quick to challenge brands that outwardly supported a cause, but at the same time have problems with their own business practices. “Developed markets were more skeptical of brands’ involvement. Only 33 per cent of Australians felt that brands were able to authentically engage with issues, in comparison to India where 74 per cent perceived it as trustworthy brand activity,” it states.
Brands
Rohini Laya Venkateswaran named executive director at Gillette India
P&G veteran with two decades of experience steps into leadership role
NEW DELHI: Rohini Laya Venkateswaran has been appointed executive director at Gillette India Pvt. Ltd., bringing with her more than two decades of experience across sales, strategy and brand leadership within the consumer goods sector. In her new role, she will help steer the company’s strategic direction and growth while strengthening its footprint in the grooming and personal care category.
Venkateswaran joins the board after a long career at Procter & Gamble, where she spent nearly 21 years shaping sales strategy, building brands and driving market expansion across India and international markets.
Most recently, she served as chief sales officer for India at P&G. Prior to that, she was vice president and country manager for east gulf markets, overseeing operations in Kuwait, Oman, Bahrain and Qatar while also guiding sales strategy across the Gulf region, including the UAE.
Earlier in her career, she led sales strategy and planning for India while serving as marketing leader for brands such as Olay and Old Spice. During this stint, she focused on reshaping go-to-market channels and building awareness through digital, social and influencer-led campaigns to drive growth.
Her journey at P&G also included roles such as director sales strategy and planning leader India, associate director modern retail and ecommerce, regional manager for Delhi and Rajasthan, and several key account and trade marketing roles across the country. She also spent time in the United States working on the P&G Walmart international team, collaborating on global retail initiatives.
Venkateswaran holds an MBA in marketing from SP Jain Institute of Management and Research and a bachelor’s degree in mechanical engineering from RV College of Engineering.
With her mix of sales acumen, brand-building experience and global exposure, Venkateswaran’s appointment signals a sharpened focus on growth and market leadership for Gillette India.
