Bengaluru, Karnataka, India, April 2025 — Saraswathi Anand has taken on the role of Head of Marketing at River, marking a significant leadership addition to the electric vehicle startup’s growth trajectory. With nearly two decades of diverse experience across media and entertainment, Saraswathi brings an exceptional blend of brand strategy, consumer insights, and digital storytelling to her new role.
Saraswathi joins River from Network18 Media & Investments Limited, where she most recently served as Assistant Vice President – Marketing & Product, leading strategic initiatives that spanned digital outreach, product planning, and consumer engagement. Her tenure at Network18 was marked by innovative campaigns and a strong alignment between content and market needs. Earlier, she held the position of Head of Brand at Zee Kannada, where her efforts were pivotal in taking the channel to the No. 1 position in its market. Her success came from deep-rooted research, a nuanced understanding of Kannada culture, and data-driven decisions to shape fiction content and brand identity.
Prior to that, Saraswathi led marketing functions at Vijaya Karnataka, where she managed five brands under the publication’s banner and upheld leadership in a competitive regional print market. Her time at Radio Indigo 91.9 FM and Radio Mirchi further sharpened her skills in content curation, brand salience, and community outreach, helping deliver innovative campaigns that captured the pulse of listeners. Saraswathi also contributed to marketing roles at Accenture, Titan, and WorldSpace, gaining exposure to diverse industries and consumer behaviors.
At River, she will drive the brand’s marketing, digital, and customer experience strategies, with a strong emphasis on enhancing engagement and market penetration. Her deep understanding of regional storytelling, cross-platform marketing, and consumer-first thinking is expected to align seamlessly with River’s mission of delivering high-quality, electric mobility solutions that improve lives.
River
River is an electric vehicle startup backed by marquee international investors in the mobility space. The company is building high-quality mobility solutions designed to better the livelihoods of people around the world. Its first product is an electric two-wheeler designed and built in India for the world.
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