Good hygiene is essential for a happy life and everyone should have access to it. Our passion resonates with every individual’s need to look good and feel good. Today, our wide range of personal care and home care products reach our consumers through…
Meet the brains behind our brands.
Our leadership team is made of top notch professionals with established credentials. They guide us with their winning product strategies and marketing acumen. But what makes the real difference is their eagerness and ability to build a lasting connection with Indian consumers across the length and breadth of the world - and deliver results that exceed their hopes and expectations.
Founder & Chairman
Visionary. Exemplary Entrepreneur. Pathbreaker.
The entrepreneurial spirit of Mr. Isaac was shaped by his childhood memories of watching his mother toiling for hours to complete various chores at home - cooking, cleaning the house and washing clothes. This had a deep impact on him, and ignited the desire to make life easier for women struggling in their homes.
He began his entrepreneurial journey by launching “Twinkle” liquid blue in small sachets. Till then, liquid blue was something that the common man couldn’t afford. The sachets became an instant hit with the masses.
Spicing up his success
This success gave him the confidence to turn his attention towards the mundane daily routine of cooking and convert it into a happy experience. This thought motivated him to grind masalas and blend them for every dish that could be prepared. It marked the beginning of an inspiring masala journey. As he progressed, he empowered farmers and small retailers with better margins. The brand Aachi was born. The rest is history.
Today, Aachi is established as a leading FMCG brand across India – with over 200 products sold in over 12 lakh retail outlets all over India. This is a direct reflection and recognition of what Mr. Isaac set out to achieve – the happiness of women at home.
Taking ‘happiness at home’ forward
Taking this vision forward, the group forayed into the non-food category. This included personal care, hair care, laundry care and home care products.
Produced with high quality benchmarks and affordable pricing, these products have quickly got acceptance in a growing number of homes across India and the world – with the complete focus of our dedicated team at Sabash.
Progressive Thinker. Avid Learner. Technophile.
Ashwin heads the procurement and production functions of the group with a firm belief in the power of technology and mechanization. With a deep passion for mechatronics, he has shown a keen focus on upgrading production processes with state-of-the-art technology. This has resulted in lean manufacturing - keeping product cycles with value added supply chains and distribution channels. He supports direct dealings with farmers for procurement of raw materials without any involvement of middlemen. This ensures that farmers get better prices for their products.
He plays an integral role in encouraging industry–institute interface and does not miss an opportunity to share his views on entrepreneurship and management.
He constantly participates in expos and international forums that help him gain knowledge on specific subject matters and explore new horizons.
Champion for Consumers. Catalyst for change. Always on.
Abishek steers the functional excellence our business. Leading a dynamic team of scientists and technicians, he ensures that each product is processed with the highest degree of accuracy and efficiency. He strongly believes that ‘Consumer is King’. He is a keen observer of consumer behaviour and studies emerging/shifting tastes and preferences. His innovative strategies are in sync with today’s consumer needs. This has helped in developing new products and expanding our product line.
He also uses his learnings and experiences to guide the next generation of professionals. He takes immense interest in guiding the youth and student community. He regularly addresses students of Business Administration and Management on issues relating to Marketing and Entrepreneurship.
The ‘Good Knight’ Man. ‘Hit’ Machine. Disruptor.
In the Indian marketing landscape, Mr. Mahendran has cemented his reputation as the man who created and built iconic brands like Good Knight, Hit and Cherio. He has established his credentials as someone who can spot a big brand idea and mount it on a mega canvas. The brands he has nurtured have stayed top of mind for the Indian consumers. In spite of all his achievements, Mr. Mahendran never rests on his oars. He keeps moving from one success to the next big idea. Challenges excite him. His grit and guts are the secrets of his many glories. As a trailblazer with many entrepreneurial laurels to his credit, including mega mergers and acquisitions, Mr. Mahendran is our guiding force, with a vision to make us a leading FMCG company with holistic Personal Care and Home Care products.
Head - Research & Development
Fact-finder. Perfectionist. Explorer.
When it comes to R&D, Sam is a sure-footed professional. His experience spanning 25 years with leading Global & Indian FMCG organisations, showcases his brilliance in product development R&D. He is an authority on formulation development of personal care, cleansing & hygiene, colour cosmetics, OTC, soaps, detergents, aerosols, air care, household, industrial and institutional products. His mastery is proven in areas like product development, process development, reverse engineering and value engineering. He combines all of these to ensure that our products tick all the quality benchmarks without any compromise.
Head - Marketing
Astute marketer. Nimble strategist. Doer.
Neetu is a focused marketing professional with over 2 decades of remarkable experience in building brands and steering their growth strategies across India.
She is an eager collector of life experiences and has travelled extensively in her journey of brand building. This has given her a definite edge in guiding a wide variety of blue chip brands, with multi-pronged marketing ideas to accelerate their reach to new avenues and consumers. Apart from proven skills in strategy development, brand communication, product launches, marketing optimization and multi-pronged implementation of result-oriented campaigns, her expertise includes market intelligence and identifying potential areas of growth for brands.