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ITC's Karan Kumar to join Fabindia as Head of Brand and Marketing

ITC's Karan Kumar to join Fabindia as Head of Brand and Marketing

Author | Priyanka Mehra | Monday, Jan 16,2017 8:45 AM

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ITC's Karan Kumar to join Fabindia as Head of Brand and Marketing

Fabindia has appointed Karan Kumar as its Head of Brand and Marketing.

Kumar, a management committee member at ITC, till recently was heading consumer and retail brand marketing, digital initiatives and omni-channel technology innovations at ITC’s lifestyle retailing business. He was promoted to this role in September 2015.

In a career spanning over 15 years at ITC, Kumar has been a part of the senior leadership team across its apparel retail, stationery and FMCG businesses. His work led to creation of strong and successful business brands across a diverse set of categories across ITC businesses.

Kumar has worked in ITC Food’s export function, while also working on key ITC brands like Aashirvaad, Classmate, Wills Lifestyle, John Players, mint-o, Candyman and Kitchens of India, driving most of these brands to leadership positions. He has also headed FMCG sales for ITC in Mumbai, Maharastra and Chattisgarh.

A proven brand marketer, Kumar is known to understand his brand’s audiences and what it takes to drive his brand’s advocacy. His various campaigns and interventions have received critical recognition from the marketing community and media at large. His innovations in digital and social media marketing have been recognised as being effective and path-breaking. Under his most recent stewardship, Wills Lifestyle and John Players have consistently earned recognitions of Superbrand and ‘Most Exciting Brand’ amongst youth (by Economic Times-Brand Equity), respectively.

Kumar’s interventions in brand marketing have been driven primarily by two fundamental motivations. While on one hand, they are influenced by his focus on creating powerful brands that drive their market standing and margin expansion capability, on the other, he has endeavored to ensure that his brands play a larger role beyond business, driving progressive values and messages that alter the larger narrative of in the categories they operate in.

In 2015, Kumar co-authored a research paper “Shedding the Chastity Belt”, highlighting attitudes towards women in Indian marketing and advertising. The paper was shortlisted for presentation at ESOMAR Asia Pacific Conference in Singapore, where it subsequently went on to win the “Best Presentation” award. He has also been an active role on discussions relating to “Responsible Marketing to Children”.

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