Geeta’s goes for growth with new Sales and Marketing heads

Leading premium Indian food brand Geeta’s is strengthening its Sales and Marketing team as part of its drive to bring the Real Flavour of India to more UK households.

Neil Lucas has joined the senior leadership team of Geeta’s as Director – Sales, managing the commercial strategy for the brand into all channels of distribution. Neil will primarily focus on UK retail opportunities, supporting the Petty Wood sales team whilst overseeing all sales activities within International and Out of Home markets.

With experience across corporates and SMEs, Neil has operated across a wide variety of trade channels within the food and drink sector. Neil has previously worked in senior sales and commercial roles with brands including Linda McCartney, New Covent Garden and Nomadic, where he was Head of Commercial.

Commenting on his appointment, Neil said: “Geeta’s wants to champion the real flavour of India and add flavour to all meal and snack occasions through the infinite versatility of our product portfolio. With my extensive knowledge and insight working across various trade channels, I am well placed to support Geeta’s mission and ambitious growth strategy. I’m excited to be a part of the journey.”

In addition, Eleanor Bridgman has been appointed Director – Marketing and will focus on consumer and trade marketing, product development, brand management plus research and insight. She joins from four years at fresh produce specialist Vitacress, where she held the role of Head of Innovation and Marketing. Prior to this she held senior marketing and brand management positions at Tomy, and Mondelez International, previously Cadbury plc.

“With a strong history of new product development, as well as considerable experience in brand building, I am very excited to be part of Geeta’s journey to becoming the go-to brand for authentic Indian flavour,” said Eleanor.

Executive Chair, David Page said: “We’re delighted to welcome Eleanor and Neil, who both have impressive and very relevant experience, to Geeta’s.

“This significant strengthening of the Geeta’s team reflects the company’s ambition to become a leading brand, adding Indian flavours to all eating occasions. Our absolute priority is to continue to build on our very strong and leading position in chutneys and extend the brand’s reach into other sizeable growth categories.”

Geeta’s has recently experienced record growth of 50 per cent in 2021, being the only brand to see overall growth in the Indian category in the last 12 months, taking it to a £6 million+ brand. Its flagship Premium Mango Chutney is the number one chutney line in the UK1 and Geeta’s is the second-largest brand in the Indian Chutneys & Pickles category. The company recently diversified to launch a range of Indian-inspired Roti Flatbreads with further new product launches planned for later in 2022.

The company also recently launched a brand new TV ad campaign highlighting Geeta’s authenticity – including that it is made in India to a traditional family recipe – as well as emphasising its overall versatility. Only the second ever TV ad to be created for the brand, Geeta’s Real Flavour of India campaign which ran on Sky was part of a half a million-pounds, multi-channel brand investment for 2022, demonstrating Geeta’s ongoing commitment to brand building, growing the Indian Food category and bringing Indian flavours to every snack and meal occasion.