Indian food brand Geeta’s has strengthened its Sales and Marketing team as part of its drive to grow the business.
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. He 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.
Lucas has operated across a wide variety of trade channels within the food and drink sector. He previously worked in senior sales and commercial roles with brands including Linda McCartney, New Covent Garden and Nomadic, where he was Head of Commercial.
Lucas commented: “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 after 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 Mondelēz International.
Bridgman said: “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.”
Executive Chair, David Page commented: “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 experienced record growth of 50% in 2021, being the only brand to see overall growth in the Indian category in the last 12 months, taking it to a £6m+ brand.
The company recently launched a new TV ad campaign highlighting Geeta’s authenticity – including that it is made in India to a traditional family recipe. Only the second-ever TV ad to be created for the brand, Geeta’s Real Flavour of India campaign ran on Sky as part of a half a million-pounds, multi-channel brand investment for 2022.
