Mahindra Group appoints Asha Kharga as Chief Customer and Brand Officer

Asha Kharga Mahindra Group

As per the new role, which is part of the leadership team, Asha Kharga will work with each of the Group’s businesses to co-create better customer experience across all touchpoints and more.

M&M Ltd. announced the appointment of Asha Kharga as Chief Customer and Brand Officer for the Group. She will steward the Corporate Brand and will oversee the Group’s e-commerce platform M2All, Mahindra’s innovation agenda, and Mahindra Racing.

Asha Kharga brings 23 years of rich experience that spans FMCG, advertising and financial services. She joins M&M from Axis Bank where she was the Executive Vice-President and Group Chief Marketing Officer for the Bank and its subsidiaries, creating great customer experiences across a range of complex financial categories and building Axis Bank as a formidable challenger brand. She was also on the Freecharge Board.

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Before Axis Bank, she was with Unilever for almost a decade in a variety of brand and marketing roles, where she managed complex brand portfolios for profitable growth and developed leading-edge marketing mixes. She fronted the consumer & customer centricity agenda at HUL and launched HUL’s sustainability living plan. She also has rich experience in consumer insighting with leading advertising agencies like Leo Burnett Group, J Walter Thompson, and TBWA, and has worked on brands like Lux, Close-Up, Tide, Mattel Toys, Nivea, Samsonite, Sony Entertainment Television, Frooti, and Swissair amongst a host of others. Asha holds MBA degree in Marketing from Mumbai University.

Announcing Asha’s appointment, Anish Shah, MD, and CEO, Mahindra Group, said, “Mahindra has a rich history of innovation, and care for its stakeholders. However, customer expectations are constantly evolving. Asha’s rich and diverse experience will help our businesses stay at the cutting edge of customer experience.”


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