Saraswathi Anand has joined River as Head of Marketing. With nearly two decades of experience in brand management, she brings with her a proven track record of turning around brands by leveraging deep consumer insights, trade analysis, and competitive mapping. At River, she will oversee the marketing strategy across brand, digital, and customer experience, with a strong focus on building brand awareness in both new and existing markets.
Saraswathi describes her approach as one rooted in research and content ownership, aimed at keeping brands aligned with evolving market dynamics and consumer needs. She is known for diving deep into products and reshaping content marketing strategies to reflect changing consumer behavior. Her career has largely been shaped by her extensive experience in the media industry, having spent more than 16 years across platforms like radio, print, and television.
Before joining River, Saraswathi was with Network18 Media & Investments Limited for over six years, where she held leadership roles including Assistant Vice President – Marketing & Product. She previously led the brand portfolio for Zee Kannada at Zee Entertainment Enterprises Limited, where her efforts contributed to the channel rising to the No. 1 position in the Kannada TV market. Her experience also includes key roles at Vijaya Karnataka and Radio Indigo FM, where she worked on redesigns, digital outreach, brand activations, and product innovations.
What sets Saraswathi apart is her keen eye for regional nuances and consumer preferences. Whether working on TV programming or daily print editions, she has consistently demonstrated a hands-on approach that blends consumer research with product planning and brand storytelling. A perfectionist with a sharp focus on execution, Saraswathi has taken on brand challenges that require in-depth strategy, audience understanding, and an unwavering commitment to brand salience.
River stands to benefit significantly from Saraswathi’s multi-platform experience and her passion for building brand identities that resonate with local and national audiences.