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Sundaram Alternates Appoints Mandar Shirke As CMO

Ad Tribe Editorial1 min read
Mandar Shirke, Chief Marketing Officer at Sundaram Alternates

Sundaram Alternates, the alternative investment arm of the Sundaram Finance Group, has appointed Mandar Shirke as Chief Marketing Officer.

  • New role: Chief Marketing Officer, Sundaram Alternates
  • Previous role: Vice President, Marketing at Samco Mutual Fund
  • Earlier roles: Suryoday Small Finance Bank, AU Small Finance Bank, DSP Mutual Fund, HDFC Ltd.
  • Experience: Over 12 years across mutual funds, banking, housing finance and financial services
  • Mandate: Brand positioning, investor engagement and digital marketing across AIFs, PMS and other investment solutions

A Marketing Hire Timed To Growth

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."

Shirke said, "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."

Financial Services Marketing As A Specialism

Shirke's run through Samco Mutual Fund, Suryoday and AU Small Finance Bank, DSP Mutual Fund and HDFC Ltd. reads as a career built specifically around financial services marketing rather than a generalist FMCG background moving sideways into finance. That specialisation, product positioning and go-to-market for new fund launches in particular, is the exact skill set an alternatives platform trying to build investor trust at scale needs as it enters what the company is calling its next phase of growth.

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#Mandar Shirke#Samco Mutual Fund#Sundaram Alternates
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