Etika Group of Companies (“Etika”), one of the region’s most prominent Halal beverage companies has announced the appointment of Santharuban Thurai Sundaram as Chief Executive Officer (CEO) as the organisation continues to spearhead successes in the FMCG industry. His appointment comes at a significant period in Etika’s growth journey as the organisation makes way for healthier alternatives and sustainable approaches within the FMCG industry.
No stranger to the FMCG industry, Santharuban brings to the board more than two decades of experience having held several illustrious roles including Etika’s Senior Vice President Marketing and Alternate Business and more recently, CEO of Advend Group of Companies, a Singapore-based vending business acquired by Etika in 2019. Under his astute leadership, the FMCG industry in Malaysia has seen several innovative campaigns and strategies that saw the rise of brands like WONDA Coffee and Goodday Milk and prompted further growth of brands like Pepsi, Mountain Dew, Tropicana etc. Santharuban has also strengthened consumer’s outlook on vending as an alternative to contactless retail bringing to Malaysian shores new payment methods and vending technologies, that saw a rise during the pandemic. He has also received several accolades such as Chief Marketing Officer of the Year and more adding further to his impressive portfolio.
“The FMCG industry is continuously evolving and much needs to be done as the needs of the consumer rapidly change with new trends and demands. For us in the FMCG sector, it becomes important to incorporate purposeful approaches that create a positive impact on our consumers, community and environment. It therefore gives me great honour to be appointed as the CEO of an organisation like Etika, that is constantly striving to build better communities. I look forward to collaborating with the extended team and continue to bring more value for our consumers,” said Santharuban Thurai Sundaram, Chief Executive Officer of Etika Group of Companies (Malaysia, Singapore and Brunei) and Subsidiary – Advend Group of Companies.
In his new role, Santharuban will head Etika’s consistent growth trajectory as a business through digitalization and innovative market strategies. Santharuban will also lead the brand’s plans in being a business that is green, sustainable and one that responds to pressing environmental and societal challenges. Santharuban will take this profile forward from Etika’s previous CEO, Khalid Alvi.
In the past years, Etika has demonstrated its capability to cater to the needs of consumers by expanding its product portfolio through ready to drink (RTD) refreshing beverages, dairy-free and even no-added sugar products. The Group has also put together initiatives such as Etika Cares that aims to undertake projects that not only serve as pillars of support but also help to maintain the welfare of the local communities in times of need. Through its new leadership under Santharuban, Etika’s stakeholders and consumers can continue to look forward to Etika’s growth in the industry as a sustainable and responsible business.
