Sundaram Alternates appoints Mandar Shirke as CMO
Prior to this, Mandar served as Vice President – Marketing at Samco Mutual Fund
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Published: Aug 6, 2026 12:20 PM | 2 min read
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- Sundaram Alternates has appointed Mandar Shirke as Chief Marketing Officer to lead its marketing and brand strategy across various investment services.
- Mandar brings over 12 years of experience in brand and growth marketing within the financial services sector, having previously held senior roles at Samco Mutual Fund and other financial institutions.
- His responsibilities will include enhancing brand positioning, improving investor engagement, and accelerating digital marketing initiatives to support the firm's growth in Alternative Investment Funds and Portfolio Management Services.
- Karthik Athreya, Managing Director of Sundaram Alternates, emphasized the importance of brand differentiation and stakeholder engagement as the firm expands its alternatives investment platform.
Sundaram Alternates (SA), the specialist alternative investment arm of the Sundaram Finance Group, has appointed Mandar Shirke as its Chief Marketing Officer (CMO).
In his new role, Mandar will lead the firm's marketing and brand strategy across businesses, with a focus on strengthening brand positioning, enhancing investor engagement, accelerating digital marketing initiatives, and supporting the firm's next phase of growth across Alternative Investment Funds (AIFs), Portfolio Management Services (PMS), and other investment solutions.
Mandar is a seasoned brand and growth marketing professional with over 12 years of experience across mutual funds, banking, housing finance, and financial services. Prior to joining Sundaram Alternates, Mandar served as Vice President – Marketing at Samco Mutual Fund, where he led the marketing function and was responsible for product positioning, go-to-market strategies for new fund launches, and integrated ATL, digital, and distributor marketing initiatives.
Earlier in his career, he held key roles at Suryoday Small Finance Bank, AU Small Finance Bank, DSP Mutual Fund, and HDFC Ltd., where he successfully led strategic marketing, brand-building, product launches, investor education, channel marketing, and digital transformation initiatives across diverse financial services businesses.
Karthik Athreya, Managing Director, Sundaram Alternates, said: "As we continue to expand our alternatives investment platform, building a trusted and differentiated brand remains a key priority. Mandar's extensive experience across financial services, coupled with his strong understanding of brand building and growth marketing, makes him a valuable addition to our leadership team. We are delighted to welcome him and look forward to his contribution in strengthening our brand and deepening engagement with our stakeholders."
Mandar Shirke, Chief Marketing Officer, Sundaram Alternates, added: "I am delighted to join Sundaram Alternates at an exciting phase of its growth journey. The firm has built a strong reputation in the alternatives space, and I look forward to contributing towards strengthening its brand, enhancing stakeholder engagement, and supporting its long-term business objectives."
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