MAM
Marketing whiz Shunu Sen no more
MUMBAI: Corporate India is that much poorer today with the passing away of ace marketer Shunu Sen. The CEO of marketing consultancy Quadra Advisory passed away early this morning (3 January) following heart failure. Sen has been a guiding hand to many a senior marketing and sales professional during his 35-year plus career.
Born in 1940, Sen started his career as a management trainee in 1960 with Hindustan Lever when the concept of professional marketing was still new to India. Shunu, as he was known to all, handled assignments of various products like detergents, personal products and foods. He later graduated to become the Head of the Personal Products business and Marketing Director-Detergents. He was responsible for the legendary Lalitaji and Liril advertising campaigns.
In 1990, he was appointed vice-chairman – Lipton India. His last assignment with Hindustan Lever was as group marketing advisor for the Unilever Group of Companies in India. Later, he did an international assignment for Unilever plc., London.
Subsequent to his retirement from Hindustan Lever, he worked as president, marketing services, RPG Enterprises and group marketing advisor.
In 1998, Shunu set up Quadra Advisory in partnership with advertising professional Suhel Seth and one of the world’s largest ad and marketing conglomerates WPP Group to provide consultancy in marketing and sales in the areas of marketing strategy, distribution and sales, branding and positioning and marketing training. Speaking to agencyfaqs.com a couple of years ago, he had said he had done this reluctantly: “I had taken retirement and I just wanted to sit at home, read books and listen to music. But Sir Sorrel got me quite interested and so I decided to invest in it. Both Suhel and I also invested as original investors,” he had said.
But there was no looking back after that. Some of the clients he consulted include: Reckitt & Colman, Dabur, Wrigley’s, Kimberly Clark, Henkel, Ranbaxy, Parle Agro, Rasna, AP Diary, TetraPak, Royal, Enfield, Eicher Tractors, JK Tyres, Castrol, HPCL, Philips Domestic Appliances, Godrej GE, Borosil, Usha International, Baron Electronics, ICI, Max Health Care, Sun F&C, Lifespring, Nirulas, CII, Indbazaar.com, Gottaswitch.com, shaadionline.com, everythingaboutwater.com.
And even the government. When the information and broadcasting ministry wanted to inject some marketing savvy into its moribund DD and All India Radio it turned to Shunu. He was appointed chairman of a high power committee recommend the best practices in the marketing of airtime.
Sen was also a member and officer bearer of various professional institutions such as Advertising Club-Bombay, ABC, ISA, AND MRSI.
For Sen’s views on the history of branding, click here
Can ‘Made in India’ become a brand?
For a Shunu Sen interview with ‘The Week’ which appeared in www.agencyfaqs.com in October 2001, click here
“Companies often do not have a consumer focus”
To view the website of Quadra Advisory, click here http://www.quadraadvisory.com/index.htm
Brands
Raj Cooling Systems launches Agreyas appliances brand
Emraan Hashmi named brand ambassador for consumer appliance push.
MUMBAI: A company known for cooling solutions is now heating up its ambitions in the home appliances market. Raj Cooling Systems Pvt. Ltd. has launched a new consumer appliances brand, Agreyas, marking its entry into India’s rapidly expanding home appliances sector valued at more than Rs 1.5 lakh crore. The move represents a strategic diversification for the company, which has traditionally focused on cooling solutions for residential, commercial and industrial applications. Through Agreyas, the firm plans to tap into growing consumer demand for energy efficient and technology driven household appliances.
To build brand visibility, Agreyas has appointed Emraan Hashmi as its brand ambassador. The campaign has been developed under the banner of Zoommantra Productions, with actor and filmmaker Rohit Roy contributing to the creative direction.
The brand’s initial portfolio will include mid premium air conditioners, washing machines, geysers and other white goods designed to cater to modern Indian households seeking efficient and reliable appliances.
Raj Cooling Systems, founder and chairman Kalpesh Ramoliya said the launch aligns with the company’s broader expansion plans.
“The launch of Agreyas is in line with our vision to build a strong presence in India’s consumer electronics and home appliances market. The brand has been developed as a standalone identity to meet the evolving needs of Indian consumers,” he said.
Hashmi said the collaboration comes at a time when Indian buyers are increasingly looking for innovative and functional home solutions.
“I’m looking forward to working with Agreyas at a time when consumers are seeking more innovative and efficient home products. The brand reflects changing consumer behaviour around functionality, innovation and ease of use,” he said.
Raj Cooling Systems plans to invest around 10 million dollars in developing the brand, with an additional 5 million dollars earmarked over the next three to five years for product development and distribution expansion.
Agreyas will follow a multi channel distribution approach, selling through online platforms, retail outlets and dealer networks aimed at both urban and semi urban markets across India.
With the launch, the company is positioning Agreyas as a standalone consumer facing brand while continuing to leverage its existing manufacturing, engineering and research capabilities built through its core cooling solutions business.
