Asia-Pacific Power List 2025: Ruchira Jaitly, Diageo

Ruchira Jaitly 

Chief marketing officer
Diageo India
India
Member since 2024

Ruchira Jaitly, CMO at Diageo India, stands out as a transformative force in the region’s beverage industry. As a member of the global Diageo marketing leadership team, she is responsible for driving brand equity and revenue growth across a dynamic portfolio of Indian and global brands, spanning entry-level icons like McDowell’s and Royal Challenge to luxury labels such as Don Julio Tequila, Johnnie Walker and single malts.

Jaitly’s strategic acumen has been pivotal in navigating post-pandemic shifts in consumer behaviour, driving Diageo’s agenda of premiumisation, sustainability, and digital transformation. Under her leadership, Diageo India achieved significant market share gains in the fiercely competitive prestige spirits segment, with standout business renovations on Royal Challenge and Signature. Her commitment to keeping brands at the heart of business has ensured a near-constant stream of marketing activity, resulting in both commercial wins and enhanced brand relevance.

A passionate advocate for DEI, Jaitly has championed Diageo’s global progressive marketing agenda in India and the wider region. In 2024, she spearheaded campaigns such as Walker & Co, Signature Mangrove Restoration, Royal Challenge Choose Bold, and House of McDowell’s, with each platform amplifying voices from underrepresented communities and embedding brand purpose into the fabric of Diageo’s storytelling. Notably, the Johnnie Walker x Aravani Project collaboration elevated transgender voices through art, while McDowell’s “yaaron wali baat” campaign mainstreamed inclusivity by featuring Bollywood star Kartik Aaryan using sign language, making celebrations accessible to the hearing impaired.

Jaitly’s influence extends beyond brand campaigns. She played a leading role in Diageo’s partnership with the Advertising Standards Council of India to develop a progressive marketing and DEI playbook, setting new standards for the industry. Her advocacy for authentic, stereotype-free representation in advertising is shaping a more inclusive marketing landscape, as evidenced by her contributions to the DEI Edge Summit and her public stance on the critical role of marketers in championing diverse narratives.

Sustainability is another cornerstone of Jaitly’s leadership. In 2024, she accelerated Diageo India’s progress toward its Society 2030 ESG goals, overseeing initiatives such as mangrove restoration in Odisha, regenerative agriculture with smallholder farmers in Punjab and Haryana, and significant reductions in greenhouse gas emissions, achieving a 90% cut since 2020 and sustaining zero fossil fuel use across distilleries. Over 99% of packaging is now widely recyclable, and the company is on track to reach 100% by 2030, with more than half already made from recycled materials. Jaitly’s efforts have also driven responsible sourcing across the supply chain, with a substantial shift to renewable energy among spirit suppliers.

A recognised industry leader, Jaitly was named to Impact magazine’s 50 Most Influential Women of 2024 for her outstanding leadership and her ability to blend creativity with strategy to deliver sustainable brand narratives. She is a sought-after mentor and judge, supporting the next generation of marketers through her roles at Ashoka University, Vedica Women’s Alliance, and industry forums such as the Confederation of Indian Industry’s National Committee on Women Empowerment and the Indian Women Network.