Santharuban Thurai Sundaram

CEO Malaysia, Singapore, Brunei and Exports

Etika Group of Companies

Santharuban Thurai Sundaram became the chief executive officer of Etika Group of Companies for Malaysia, Singapore, Brunei and Exports on April 1, 2022. In this role, he is responsible for overseeing the company’s operations, driving profitability, and leading expansion efforts. With over 20 years of marketing experience in the FMCG industry, Santharuban’s background includes leadership roles in media and advertising.

During his 16-year tenure at Etika, Santharuban progressed from a brand manager to heading the brand and trade marketing teams. He played a pivotal role in successfully launching prominent brands like WONDA, Calpis, Goodday, Dairy Champ, and Mountain Dew. His efforts not only resulted in significant market share and sales growth but also earned accolades across several awards.

Before becoming CEO, Santharuban held the position of senior vice president of marketing and alternate business at Etika Sdn Bhd. His responsibilities included overseeing brand marketing, events, sponsorship, public relations, trade marketing, insights, and new product development. He further contributed to the company’s growth by becoming the CEO of Advend Group of Companies in July 2020, where he expanded the business and continued to drive Etika’s overall growth.

Santharuban’s passion for forward-thinking and adapting to the dynamic business landscape has been pivotal in Etika Group’s growth. As the current CEO, he is determined to elevate the company’s success in Malaysia, Singapore, Brunei and Exports and lead it to new heights.