Hindustan Pencils, home to stationery brands Apsara and Nataraj, has appointed Aishwarya Shinod as its new Head of Marketing. In her new role, Shinod will lead the company’s brand, marketing, and consumer strategy across its portfolio, with a focus on enhancing relevance and emotional resonance among new-age consumers.
Shinod brings close to 20 years of experience in building and scaling consumer brands, with prior leadership stints at Unilever, Nestlé, Kellogg’s, and Freudenberg Gala Household Products. Her experience spans brand strategy, integrated marketing, storytelling, and innovation, with a consumer-first approach.
In her past roles, Shinod has led brand transformations, including the repositioning of Pepsodent across South Asia at Unilever and the #WhyJustCleanHome campaign at Gala, which helped double the brand’s topline in four years. She has also been part of advertising and marketing juries such as the EFFIEs, EMVIEs, and Indian Content Marketing Awards.
Her appointment reflects Hindustan Pencils’ focus on insight-led marketing aimed at building brands that retain familiarity while remaining relevant.
Commenting on her new role, Aishwarya Shinod said, “It’s a privilege to join Hindustan Pencils – a brand that has been a part of every Indian’s school memories. I’m excited to take forward this legacy and reimagine its relevance for the next generation. My focus will be on unlocking insight-led marketing that inspires loyalty, drives innovation, and creates meaningful emotional connections with consumers.”
