Orient Electric Names Sandhya Biswas Chief Marketing and Customer Experience Officer
Orient Electric has appointed Sandhya Biswas as chief marketing and customer experience officer, effective 14 September 2026. She joins the consumer electricals company full time, as senior management personnel.
- Role: chief marketing and customer experience officer, Orient Electric
- Effective: 14 September 2026
- Joins from: Fenesta
- Earlier: Livguard, Morphy Richards, Kohler and Airtel
- Education: Indian School of Business, Hyderabad
Where Sandhya Biswas Comes From
Her career of nearly 20 years runs across consumer durables, lifestyle, telecom, energy and home improvement, in India and the US. The companies on it cover a good part of the modern Indian home: Kohler in the bathroom, Morphy Richards in the kitchen, Livguard in the power backup and, most recently, Fenesta in the window frame, with Airtel in telecom before them.
The work has gone well past campaigns. She has run business and P&L, set category and product strategy, built brands, and led digital, e-commerce and go-to-market programmes, including premiumising established brands and developing new categories and products from consumer insight. She has a background in electronics and informatics.
Why The Title Joins Marketing To Customer Experience
Orient Electric's board approved the appointment by a resolution passed by circulation, on the recommendation of its Nomination and Remuneration Committee. Putting marketing and customer experience under one officer says something about where a consumer electricals brand is won now. Fans, lights and appliances are chosen after a search and judged on what happens after installation, so the promise and the service have become the same job.
A marketer who has positioned both premium bath fittings and power backup is well placed to run it as one. More appointments.