Orient Electric appoints Anika Agarwal as Executive Vice President and Business Unit Head – Lighting
CE DESK 
Orient Electric elevates Anika Agarwal as Executive Vice President and Business Unit Head – Lighting, she has been serving as Orient Electric’s Chief Marketing and Customer Experience Officer since September 2022. In that role, she has been responsible for strengthening the brand, supporting growth across business categories, improving customer experience, and driving digital initiatives for the consumer electrical business.
Her responsibilities have covered a broad portfolio that includes fans, home appliances, lighting, and switchgear. She has also worked across product development, industrial design, digital revenue generation, e-commerce, and new customer experience initiatives.
The new appointment places Agarwal directly at the helm of Orient Electric’s lighting business at a time when the category is changing rapidly. Consumers are increasingly looking for lighting products that combine energy efficiency, design, smart features, comfort, and improved control. The shift also gives the company an opportunity to align product innovation with stronger consumer-facing communication.
Agarwal brings more than two decades of experience across marketing, digital transformation, customer experience, and direct-to-consumer businesses. Before joining Orient Electric, she held leadership positions at organisations including MMTC-PAMP, Max Bupa, and Nokia. Her background spans brand strategy, technology-led marketing, business transformation, and customer engagement.
Her experience in building brand platforms and understanding customer behaviour is expected to support the lighting division’s next phase of development. The new role could also help create closer alignment between product design, category strategy, retail execution, and digital commerce.
Ravindra Singh Negi, CEO, Orient Electric, said “Anika has consistently combined consumer insight with commercial judgment, and brought diverse teams together to deliver results. Her experience across categories gives her a distinct lens to lead Lighting forward, and I look forward to working closely with her and the team on the opportunities ahead.”
Orient Electric operates across fans, lighting products, home appliances, and switchgear, and has been expanding its portfolio with products focused on design, efficiency, and technology. Its recent launches include connected and premium lighting solutions as well as innovations such as the Aero O2 ceiling fan.
Agarwal’s elevation marks a move from an enterprise-wide marketing and customer experience mandate to direct business leadership. It underlines the company’s focus on strengthening category ownership while bringing consumer insight and brand-building expertise into one of its core growth businesses.
