MAM
Ashirvad by Aliaxis appoints Partha Basu as managing director
Mumbai: Ashirvad by Aliaxis, a leader in pipes and fittings, has appointed Partha Basu as managing director. The announcement was made by Aliaxis’ headquarters in Brussels, Belgium. Basu, who previously held the role of acting divisional CEO for India, will now lead the Bengaluru-headquartered company’s 5,000-strong workforce. His extensive experience in leadership, finance, supply chain, and business transformation has positioned him to steer the company into one of the fastest-growing markets for infrastructure and construction solutions.
Aliaxis managing director Thierry Vanlancker said, “Partha Basu has played an instrumental role since joining Aliaxis in 2023. His leadership has been key in strengthening the India division, enhancing governance, and driving profitable growth.”
Basu, referring to his new role, stated, “I am excited to lead Ashirvad Pipes, a strong brand with values that resonate deeply with me. I look forward to building a performance-driven culture while upholding the company’s inclusive values.”
With over 30 years of experience, Basu’s career spans leadership roles at AkzoNobel, Coca-Cola, and KPMG. His expertise in business transformation has been demonstrated through successful initiatives at companies like Whirlpool and SpiceJet. Basu is a CMA, DBF, and certified professional coach with an executive certificate in general management from IIM Calcutta.
Beyond his corporate work, Basu is a published author and thought leader in career development. His 2022 book Outskill, published by HarperCollins, offers insights into navigating corporate life post-pandemic. He is also a sought-after speaker and mentor on topics of leadership, business strategy, business transformation, and professional growth.
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.
