KUALA LUMPUR: Etika Group of Companies (Etika) has announced the appointment of Santharuban Thurai Sundaram as its new chief executive officer (CEO).
His appointment comes at a significant period in Etika's growth journey towards healthier alternatives and sustainable approaches within the fast-moving consumer goods (FMCG) industry.
Santharuban brings more than two decades of experience to the board, having held several roles, including Etika's senior vice president for marketing and alternate business and, more recently, CEO of Advend Group of Companies, a Singapore-based vending company business acquired by Etika in 2019.
Under his 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 and Tropicana.
Santharuban has also strengthened consumers' outlook on vending as an alternative to contactless retail, bringing new payment methods and vending technologies to Malaysian shores that saw a rise during the pandemic.
"The FMCG industry is continuously evolving, and much needs to be done as the consumer's needs rapidly change with new trends and demands.
"For us in the FMCG sector, it becomes important to incorporate purposeful approaches that positively impact 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 continuing to bring more value for our consumers," Santharuban said in a recent statement.
Santharuban will head Etika's growth trajectory as a business through digitalisation and innovative market strategies in his new role.
Santharuban will also lead the brand's plans in being a business that is green, sustainable, and 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 company has also put together initiatives such as Etika Cares that aim to undertake projects that serve as pillars of support and help 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 its growth in the industry as a sustainable and responsible business.