Antara Senior Care, a fully integrated senior care ecosystem in India and a wholly owned subsidiary of Max India, has appointed Mukesh Ghuraiya as Executive Vice-President and Chief Marketing Officer. Backed by the USD 5 billion Max Group, Antara offers a range of services and communities designed to meet the diverse needs of seniors.
In his new role at Antara Senior Care and Max India, Ghuraiya will oversee end-to-end marketing across all business verticals. He will guide business strategy, growth, and development while strengthening the brand’s consumer connect through value-driven propositions.
Welcoming him to the leadership team, Rajit Mehta, Managing Director and Chief Executive Officer of Antara Senior Care, said, “It gives me great pleasure to welcome Mukesh as the Chief Marketing Officer for Antara Senior Care and our parent company Max India. Mukesh will play a key role in strengthening Antara’s brand visibility and retain its position as the most trusted brand for seniors and their families in India. I am confident that his strategic insights and innovative approach will enhance our marketing capabilities, while advancing our vision of enabling seniors to age with ease and joy.”
Expressing his excitement about the appointment, Mukesh Ghuraiya said, “I am excited to become a part of Antara’s journey in redefining senior care in India. Antara is creating a holistic senior care ecosystem that addresses the diverse and evolving needs of seniors through thoughtfully designed products, services, and communities. The brand is uniquely positioned with the backing of the Max Group’s legacy of trust and excellence, and a deep understanding of the aspirations of today’s seniors. This sector has immense potential and a profound social impact.”
He added, “My focus will be on building stronger connections with our consumers, creating purpose-driven brand narratives, and delivering initiatives that not only enhance awareness but also add tangible value to the lives of seniors and their families. I look forward to contributing towards Antara’s vision and driving its growth agenda.”
With more than 16 years of experience across FMCG, consumer durables, retail, smartphones, internet and media, Ghuraiya has worked with leading brands including Philips, Rado Watches, LAVA Smartphones and other renowned companies. His expertise in brand strategy, marketing management, and consumer behaviour will be crucial in strengthening Antara’s market position.
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