Gurugram, Haryana, India, July 2026 — Usha International has announced the appointment of Rajeev Arora as Vice President – Rural. In his new role, Rajeev will lead the company’s rural business strategy, strengthening market reach, distribution capabilities, and customer engagement across India’s rapidly evolving rural landscape. His appointment reinforces Usha International’s commitment to expanding its presence in rural markets while driving sustainable business growth.
Rajeev brings nearly three decades of leadership experience across sales, rural business development, distribution, and marketing in sectors 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 a distribution network of over 500 distributors and 50,000 retail outlets, and played a pivotal role in transforming the business from a traditional B2B model to a consumer-focused B2C growth strategy for brands such as Lapox and Polygrip.
Before Atul Ltd, Rajeev served as Divisional Head – Rural Business at Apollo Tyres Ltd, where he led the company’s nationwide rural business operations. He successfully 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 strategic market expansion, channel development, and supply chain optimization.
Rajeev also spent more than seven years at Pidilite Industries Limited, where he held leadership roles including Zonal Head – Rural North and Head Marketing – Rural. During this period, he expanded rural distribution networks, led large field sales teams, drove rural activation programs, managed strategic marketing initiatives, and developed innovative channel engagement models that strengthened the company’s presence across rural India.
Earlier in his career, Rajeev spent nearly 10 years with ITC Limited, where he held leadership positions including Business Head – Rural Marketing and State Manager – Financial Services. He played an instrumental role in expanding ITC’s rural distribution ecosystem through the e-Choupal network, managed large-scale brand activation initiatives, and successfully led rural financial services expansion across Uttar Pradesh. His professional journey also includes leadership roles at HDFC Bank, ICICI Bank, and Cipla, providing him with extensive cross-industry expertise in sales, business development, and market expansion.
Rajeev has further strengthened his leadership capabilities through 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, combined with his proven track record of building high-performing sales organizations and driving business transformation, positions him strongly to lead Usha International’s rural growth strategy.
About Usha International
Usha International Limited is one of India’s leading consumer durables companies, with a legacy spanning more than 90 years. Established in 1936, the company offers a diverse portfolio of products including fans, sewing machines, cooking appliances, fabric care solutions, water heaters, room heaters, drinking water solutions, and automotive components.
With 45 company showrooms, four manufacturing facilities, 34 warehouses, and 16 regional offices, Usha serves customers across India through an extensive distribution and service network. Alongside its focus on innovation, operational excellence, and sustainability, the company actively contributes to community development through initiatives such as Usha Silai School, which empowers rural women through vocational training, and Usha Play, which promotes sports and healthy lifestyles across the country.
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