Sundaram Alternates (SA), the alternative investment arm of Sundaram Finance Group, has appointed Mandar Shirke as its Chief Marketing Officer. Shirke will oversee the company’s marketing and brand strategy across its businesses, with a mandate to strengthen brand positioning, deepen investor engagement and drive digital marketing initiatives as the firm expands its presence across 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 mutual funds, banking, housing finance and financial services. Before joining Sundaram Alternates, he was Vice President – Marketing at Samco Mutual Fund, where he headed the marketing function and worked across product positioning, go-to-market strategies for new fund launches, and integrated ATL, digital and distributor marketing initiatives.
His previous stints include roles at Suryoday Small Finance Bank, AU Small Finance Bank, DSP Mutual Fund and HDFC Ltd. During his career, he has worked across strategic marketing, brand building, product launches, investor education, channel marketing and digital transformation initiatives.
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.”
Mandar Shirke, Chief Marketing Officer, Sundaram Alternates, added, “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.”
