DIAGEO INDIA ELEVATES MOHIT CHERIAN AS CATEGORY DIRECTOR

Diageo India has elevated Mohit Cherian to Category Director, recognising his leadership in brand marketing and category growth. Cherian, who has been with the company since 2020, brings extensive experience from both the spirits industry and fashion retail, having previously led marketing at Allen Solly under Aditya Birla Fashion and Retail.  

Diageo India has announced the elevation of Mohit Cherian to the role of Category Director, marking a significant step in his career within the global spirits company. Cherian’s promotion reflects his contributions to brand marketing and category leadership, particularly in the premium Scotch segment, where he has played a pivotal role in shaping consumer engagement strategies.  

In his previous capacity as Senior General Manager, Brand Marketing, Cherian headed marketing for the BII Scotches portfolio, a responsibility that placed him at the forefront of Diageo India’s efforts to strengthen its premium offerings in the competitive spirits market. His work in this role underscored his ability to blend brand storytelling with strategic execution, ensuring that Diageo’s Scotch brands resonated with evolving consumer preferences while maintaining their heritage appeal.  

Cherian has been associated with Diageo India since February 2020, a period during which the company has sharpened its focus on premiumisation and digital transformation in marketing. His elevation to Category Director signals Diageo’s confidence in his ability to drive growth across categories, leveraging his expertise in consumer insights, brand positioning and integrated campaigns.  

Before joining Diageo India, Cherian built a strong foundation in the fashion and retail sector with Aditya Birla Fashion and Retail. His last position there was as Assistant Vice President and Head of Marketing for Allen Solly, one of India’s most recognised apparel brands. In this role, he was instrumental in shaping Allen Solly’s contemporary identity, driving campaigns that connected with younger audiences and reinforced the brand’s reputation for innovation in fashion retail.  

Cherian’s career trajectory highlights a blend of experiences across industries, from fashion retail to premium spirits, each contributing to his holistic understanding of consumer behaviour and brand management. His ability to adapt strategies across diverse sectors has been a hallmark of his professional journey, equipping him with the versatility required to lead category growth in a dynamic market environment.  

The appointment comes at a time when Diageo India continues to strengthen its leadership bench, aligning talent with its long-term vision of category expansion and market leadership. As Category Director, Cherian is expected to play a central role in driving Diageo’s portfolio strategy, ensuring that the company remains agile in responding to consumer trends while consolidating its position in India’s competitive spirits industry.  

Cherian’s elevation underscores Diageo India’s commitment to nurturing leadership from within, recognising contributions that align with its strategic priorities. With his proven track record in both fashion retail and spirits marketing, Cherian is well placed to steer category growth and reinforce Diageo’s ambition to lead in premium segments.