Mumbai, Maharashtra, India, August 2026 — Sundaram Alternates has appointed Mandar Shirke as its Chief Marketing Officer (CMO). In his new role, he will lead the firm’s marketing strategy, strengthen brand positioning, drive investor engagement, and support business growth across its Portfolio Management Services (PMS) and Alternative Investment Funds (AIF) offerings.
Mandar brings more than 14 years of experience spanning marketing, brand strategy, go-to-market execution, investor communication, financial services marketing, and digital campaigns. Prior to joining Sundaram Alternates, he served as Vice President – Marketing at Samco Mutual Fund, where he led product positioning and go-to-market strategies for new fund launches, oversaw ATL and digital campaigns, drove distributor activations, and built investor education and engagement initiatives across channels.
Earlier, Mandar was Assistant Vice President – Marketing at Suryoday Small Finance Bank, where he worked on consumer branding and marketing strategy. Before that, he served as Senior Marketing Manager at AU Small Finance Bank, building deep expertise in go-to-market strategy, brand development, and financial services marketing. He also spent over three years with DSP Mutual Fund as Assistant Marketing Manager, contributing to brand communication, campaign strategy, and investor-focused marketing initiatives.
His earlier career includes a role as Assistant Manager at HDFC Limited, along with internships at A.W. Faber-Castell (India), IMRB International, and AIDEM Ventures, where he gained experience in consumer research, media planning, brand positioning, and market analysis. Mandar began his professional career as a Software Developer at Mastek Ltd., giving him a distinctive blend of technology and marketing experience.
Mandar holds an MBA in Marketing from IES Management College and Research Centre, strengthening his expertise in brand strategy, consumer behavior, and business growth.
About Sundaram Alternates
Sundaram Alternate Assets Limited is a wholly owned subsidiary of Sundaram Asset Management Company Limited and serves the investment needs of High Net-worth Individuals (HNIs), Ultra-High Net-worth Individuals (UHNIs), family offices, and institutional investors.
The firm offers investment solutions across Portfolio Management Services (PMS) and Alternative Investment Funds (AIFs), with a focus on creating long-term wealth through strategies in private credit and equities. Backed by the broader Sundaram Finance Group, Sundaram Alternates combines deep fund-management expertise, thought leadership, and contemporary investment practices to deliver optimized risk-adjusted returns for investors.
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