Tushar Goculdas has been elevated to the role of Brand Director for adidas as part of the new Joint Operating Model of adidas Group in India. In his new role, he has been spearheading the responsibility to strengthen and cement adidas’ position as the leading sports brand in this strategically important market. Before this, Goculdas was Director - Sales & Marketing for adidas since October 2008.
He has led several initiatives to strengthen adidas’ brand equity and deliver commercial success. The launch of the ST cricket range endorsed by Sachin Tendulkar, the Effies-winning ‘Pure Cricket’ campaign in 2010 and the ‘Bring It On’ campaign during Cricket World Cup 2011 are some of his prominent efforts. He also strengthened the brand’s reach through aggressive store expansion, doubling adidas’ footprint from 400 to 800 stores from 2008 to 2011.
Goculdas has a total work experience of 14 years and has been with the adidas Group in India since November 2007, when he joined the company as Director - Strategic Projects. He had earlier worked as Project Leader at The Boston Consulting Group, Category Manager at Colgate-Palmolive and Branch Manager at Whirlpool. He graduated from Delhi College of Engineering and has an MBA from IIM Ahmedabad.