Mumbai: Sundaram Alternates (SA), the alternative investment arm of the Sundaram Finance Group, has appointed Mandar Shirke as its Chief Marketing Officer (CMO) as the firm looks to strengthen its brand positioning and support the next phase of growth across its alternative investment businesses.
In his new role, Shirke will lead the firm’s marketing and brand strategy, with responsibilities spanning brand positioning, investor engagement, digital marketing initiatives and supporting the growth of its Alternative Investment Funds (AIFs), Portfolio Management Services (PMS) and other investment solutions.
Shirke brings more than 12 years of experience in brand and growth marketing across the mutual funds, banking, housing finance and financial services sectors.
Prior to joining Sundaram Alternates, he served as Vice President – Marketing at Samco Mutual Fund, where he led the marketing function, overseeing product positioning, go-to-market strategies for new fund launches, and integrated ATL, digital and distributor marketing initiatives.
Earlier in his career, he held marketing leadership roles at Suryoday Small Finance Bank, AU Small Finance Bank, DSP Mutual Fund and HDFC Ltd., driving brand building, product launches, investor education, channel marketing and digital transformation initiatives across multiple financial services businesses.
Shirke holds an MBA in Marketing from the IES Management College and Research Centre.
Commenting on the appointment, 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. We are delighted to welcome him and look forward to his contribution in strengthening our brand and deepening engagement with our stakeholders.”
Speaking on his appointment, Mandar Shirke, Chief Marketing Officer, Sundaram Alternates, 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.”
The appointment comes as Sundaram Alternates continues to expand its alternatives investment platform, with a focus on strengthening its market presence and investor outreach through enhanced branding and engagement initiatives.
