Orient Electric Limited has appointed Sandhya Biswas as Chief Marketing and Customer Experience Officer, with effect from September 14, 2026. The move signals the company’s intent to fuse marketing and customer experience into a seamless growth engine as it navigates a dynamic consumer landscape. Biswas assumes the role as part of the company’s leadership enhancements, aligning brand strategy with a sharpened focus on the end-to-end customer journey.
Biswas brings close to two decades of experience across consumer durables, lifestyle, telecom, energy and home-improvement sectors in India and the United States. An alumna of the Indian School of Business, Hyderabad, with a background in Electronics and Informatics, she has worked with Airtel, Kohler, Morphy Richards, Livguard, and most recently Fenesta. Her track record spans business and P&L management, category and product strategy, brand building, digital and e-commerce, and go-to-market execution.
Her career has centered on building and premiumising brands, developing new categories and products, and leveraging consumer insights to drive growth. In stepping into Orient Electric’s leadership fold, Biswas is positioned to lead a combined marketing and customer experience mandate—one aimed at strengthening brand resonance while heightening customer engagement across channels and touchpoints. As Orient Electric continues to expand its footprint in home appliances and related segments, her appointment could shape how the company translates consumer intelligence into differentiated experiences and strategic market moves.