CavinKare's Vineet Trakroo joins Usha International

Vineet Trakroo has joined Usha International as vice-president, marketing.

Trakroo will report to Krishna Shriram, one of the directors of Usha International.

Trakroo moves in from CavinKare, where he served as vice-president, marketing. He worked at CavinKare for almost three years.

His prime mandate at Usha International includes being responsible for the marketing of the entire product portfolio of the company, including fans, sewing machines, water coolers, and power products, amongst other appliances.

Trakroo, while talking about the reasons for his move to Usha International, tells afaqs!, "I moved to Usha because I will have more responsibilities, and it is a new field for me."

Regarding the impending marketing plan for the company's products, he informs that the organisation is slated to become very active in the market in the near future as its brands will be re-launched with new vigour.

Refusing to reveal much on the plan for Usha International's brands, Trakroo says, "The brand image of the company will make a transition soon."

Trakroo brings to the table 20 years of work experience. Schooled at Jamnabai Narsee, Trakroo went on to study engineering at the Manipal Institute of Technology, after which he completed his Masters in marketing management at the Jamnalal Bajaj Institute of Management Studies.

Prior to his tenure at CavinKare, he worked at Draftfcb Ulka Advertising as general manager; Trakroo was at the agency for a little over a year. At Ulka, Trakroo managed part of the agency's Mumbai office, and headed some of its major clients such as Tata Indicom, TCS, LIC, and Bajaj Consumer Care (Almond Drops).

Before joining Ulka, he worked as the head of sales and marketing, and as deputy general manager at Beiersdorf, prior to which he headed the marketing function for the brand Fevicol, at Pidilite Industries.

Other companies that Trakroo has worked with earlier in his career include Ahmed Mills Postman oils, ABB, and Voltas.