Aditya Birla Group (ABG) has recently intensified its commitment to its new venture, Novel Jewels, by appointing the internationally acclaimed business leader, Sandeep Kohli, as its Chief Executive Officer. This strategic decision is set to take effect in April 2024.

Kohli, who previously held several key positions at Unilever (UL), including General Manager and Beauty & Wellbeing Director at Unilever Indonesia, brings a wealth of experience to the role. His tenure at UL included roles in diverse markets such as India, Indonesia, North Africa, the Middle East, Turkey, and Russia.

This appointment not only signifies a major career shift for Kohli from the FMCG sector to the burgeoning gems and jewellery industry in India but also marks his return to his roots, showcasing the trend of globally established Indian leaders moving back to India for significant roles.

ABG’s Novel Jewels is gearing up to challenge established players like Tata Group’s Tanishq and Reliance Industries’ Jewels by investing Rs 5,000 crore in setting up a network of exclusive, large-format stores across the nation. ABG has articulated its vision for Novel Jewels to be an inspirational national brand infused with regional characteristics. The Indian gems and jewellery market, contributing about 7% to the nation’s GDP, is projected to reach $70 billion by 2025. Dominated largely by family-run businesses, the sector offers immense potential for a national brand like Novel Jewels.

Kohli’s appointment is a pivotal move in ABG’s ambitious strategy for Novel Jewels. His extensive experience in market strategy, innovation, profit and loss management, digital marketing, organisational structuring, and personnel development, honed since his start at HUL in 1993, positions him as an ideal leader to steer Novel Jewels in this competitive sector.

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