Asia-Pacific Power List 2024: Anuja Mishra, Honasa Consumer

Anuja Mishra

Chief marketing officer and executive vice president
Honasa Consumer
India
New member

With a career spanning over 18 years, Anuja Mishra has an extensive résumé marked by spearheading innovation at leading consumer goods companies in India. Currently, she lends this prowess to her role as chief marketing officer and executive vice president at Honasa Consumer—a lifestyle and beauty conglomerate that includes notable brands such as Mamaearth, The Derma Co, and Bblunt.

Mishra's tenure at Honasa Consumer over the last two years has seen several high-impact contributions to bolstering brand visibility. In 2023, she was involved in the multi-agency pitch process that ultimately named Havas Worldwide India as the agency of record for Mamaearth, with the agency being brought on to create cornerstone campaigns that include above-the-line (ATL), below-the-line (BTL), and digital strategies for the brand. Mishra also played a role in the communications strategy of Honasa Consumer’s market positioning and profitability announcements, as the company went to public offering (IPO) in November 2023. 

Mishra’s marketing approach is not just about promoting products but also crafting compelling brand stories that resonate with audiences, particularly millennials and Gen Z. The brand’s recent work emphasises themes of empowerment, inclusivity, and resilience through its marketing. Throughout 2023, Honasa championed a series of compelling campaigns that bolstered brand engagement and consumer connection. Among these were haircare brand BBlunt's #BeBoldBeBlunt campaign, which tackled social issues like bullying and eve-teasing at college campuses—a common occurrence in India. The campaign creatively utilised digital and out-of-home advertising to reach its audience, specifically targeting college students in key cities such as Delhi and Mumbai. Another notable campaign under Mishra’s leadership was launched during the Durga Puja festival by Mamaearth, which celebrated the essence of womanhood. It featured a creative use of the brand's makeup products to artistically depict avatars of goddess Durga, blending cultural reverence with product visualisation to reflect the diverse beauty qualities of women.

Outside of her marketing duties, sports and wellness play a significant role in Mishra's life, even influencing her leadership style. An avid marathon runner, Mishra champions the art of endurance and focus in both her athletic and work challenges. Her leadership philosophy emphasises resilience, adaptability, and a continuous pursuit of excellence—traits that are palpable in both her personal and business outcomes.

Additionally, Mishra also champions diversity and inclusivity within and through the brand's outreach initiatives, and has been a vocal advocate for working with brands with a purpose. She’s also been quoted as a passionate enthusiast of education technology, with an interest in understanding how to run a business with sustainability at its core.

Prior to her current role, Mishra held senior positions at a number of influential Indian and multinational brands. This includes vice president and head of marketing for personal care and hygiene at Godrej Consumer Products, and prior to that, 10 years at Pepsico India in roles varying from head of innovation across energy and hydration to associate marketing director and category head for flavours of soft drinks 7Up and Mirinda. Mishra began her career working for the likes of Reckitt Benckiser and Nestlé.