In his new role, Rajeev will lead the company’s rural business strategy, focusing on strengthening market reach, expanding distribution capabilities, and enhancing customer engagement across India’s evolving rural markets. His appointment reflects Usha International’s commitment to increasing its rural presence while driving sustainable business growth.
Rajeev brings nearly 30 years of leadership experience across sales, rural business development, distribution, and marketing in industries including consumer goods, chemicals, tyres, banking, pharmaceuticals, and financial services. He joins Usha International from Atul Ltd, where he served as National Sales Manager, leading the company’s adhesives business across India. He managed a nationwide team of more than 150 professionals, expanded the distribution network to over 500 distributors and 50,000 retail outlets, and played a key role in transforming the business from a traditional B2B model to a consumer-focused B2C strategy for brands such as Lapox and Polygrip.
Before joining Atul Ltd, Rajeev was Divisional Head – Rural Business at Apollo Tyres Ltd. He led the company’s rural business operations across India, expanded the rural distribution network through more than 8,750 channel partners, built a sales organization of over 110 professionals, strengthened go-to-market strategies, and increased rural business contribution through market expansion, channel development, and supply chain optimization.
Earlier, Rajeev spent more than 7 years at Pidilite Industries Limited, where he held leadership roles including Zonal Head – Rural North and Head Marketing – Rural. During his tenure, he expanded rural distribution networks, led large field sales teams, managed rural activation programs, and developed channel engagement models that strengthened the company’s presence across rural India.
Prior to that, he spent nearly 10 years with ITC Limited in leadership roles including Business Head – Rural Marketing and State Manager – Financial Services. He played an important role in expanding ITC’s rural distribution ecosystem through the e-Choupal network, led large-scale brand activation initiatives, and drove rural financial services expansion across Uttar Pradesh.
His professional journey also includes leadership positions at HDFC Bank, ICICI Bank, and Cipla, giving him extensive cross-industry experience in sales, business development, and market expansion.
Rajeev has completed the Senior Management Programme at the Indian Institute of Management Calcutta and holds an MBA in Marketing from the University of Lucknow. His deep understanding of India’s rural economy and proven ability to build high-performing sales organizations position him well to lead Usha International’s rural growth strategy.
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