Orient Electric has appointed Sandhya Biswas as its new Chief Marketing and Customer Experience Officer (CMCXO) and Senior Management Personnel, effective September 14, 2026.
The appointment was approved by the company’s Board of Directors through a resolution passed by circulation, following a recommendation from the Nomination and Remuneration Committee. Biswas will take up the role on a full-time basis.
With nearly two decades of professional experience, Biswas brings expertise across multiple sectors, including consumer durables, lifestyle, telecom, energy and home improvement, with experience spanning both India and the US.
Before joining Orient Electric, she held leadership positions at prominent companies such as Airtel, Kohler, Morphy Richards and Livguard. Most recently, she was associated with Fenesta.
Sandhya Biswas brings extensive marketing and business expertise
Throughout her career, Biswas has worked across several areas of business and marketing, including P&L management, category and product strategy, brand building, digital marketing, e-commerce and go-to-market strategy.
Her experience also includes brand premiumisation, new category and product development, consumer insights and growth-focused marketing initiatives. These capabilities are expected to support Orient Electric’s focus on strengthening its brand and enhancing consumer engagement.
Biswas is an alumnus of the Indian School of Business (ISB), Hyderabad, and has an academic background in electronics and informatics. Her appointment comes as Orient Electric continues to strengthen its senior management team and focus on brand development, customer experience and sustainable business growth.
