Mondelez’s senior SEA marketer joins Tata Consumer Products to lead ready-to-drink growth

Vikram Chandratrey has left his dual position as director of marketing for Indonesia and head of innovation and equity for SEA at global snack giant Mondelez International after nearly 12 years with the company. Chandratrey has been appointed vice president of marketing for the ready-to-drink (RTD) category at Tata Consumer Products (TCPL) in India. 

Effective September 16, Chandratrey has relocated from Jakarta to Gurugram, India to oversee the marketing of brands such as Himalayan Water, Tata Gluco+, and Tata Copper+.

Mondelez International has quickly moved to fill Chandratrey vacancy, appointing Lucas Levy, former marketing head for Dove Hair in Southeast Asia at Unilever, to take over as regional marketing head. However, the company has yet to name a replacement for the Indonesia role, a key market where Mondelez has been expanding aggressively.

Chandratrey’s move coincides with TCPL’s ambitious plans in India to dominate the RTD segment, a category that has seen rapid growth since the company’s acquisition of PepsiCo’s stake in NourishCo Beverages in 2020. The acquisition gave TCPL full control over the 50:50 joint venture, and has allowed it to build a strong play in India's packed beverages market. 

“With the acquisition, the category has seen the full might of Tata Consumer Products behind it, be it in distribution or marketing, and I am looking forward to contributing to the expansion and growth of their RTD arm,” Chandratrey told Campaign in a statement.

TCPL's RTD division, while still in its early stages, has shown potential—posting US$ 95.5 million (INR 8 billion) in revenue in FY24, approximately a 10% year-over-year growth. 

The RTD market is a fiercely competitive space in India, with major players like Coca-Cola and PepsiCo vying for dominance. However, TCPL’s unique positioning and strong brand equity and a growing portfolio of wellness-oriented beverages, gives it a competitive edge. TCPL is betting big on wellness products like Tata Gluco+ and Tata Copper+, which cater to rising demand for hydration and nutrient-rich drinks.

During his time at Mondelez, Chandratrey is credited with crafting and executing high-impact campaigns across Southeast Asia such as the Oreo Blackpink collaboration, which ruled at the local and regional award circuits and delivered strong business results for the brand. He is also credited with the launch of Ritz crackers in Indonesia in August 2024.