June 12, 2014

About Sunder

Sunder Madakshira works with Adobe as Head of Marketing in India. In this role he is leading a team of marketers across all businesses and routes to the market. He will be responsible for building a multi year strategy for building Adobe brand awareness and partner closely with country leadership to grow the Adobe business in India.


Sunder has held leadership roles for over 20 years in Sales and Marketing with companies such as HUL, WIPRO, VISA, SAP and most recently in Infosys.

He is a recognized speaker in industry forums such as ASSOCHAM, NASSCOM and CII. He is the member of the NASSCOM panel on MARCOM and heads the subgroup on Making Marcom a Strategic Function . His views on marketing have been quoted by publications such as Mint, The Economic Times, Times of India and Hindu Business Line.

He shares his expertise in Marketing and Sales with B school students in India and abroad including at the IIM’s in Ahmedabad, Kolkata, Bangalore and Kozhikode, The Symbiosis Group of Institutes and S P Jain Institute, Mumbai and The Indian Institute of Science, Bangalore. Internationally, he has spoken at Columbia Business School, New York and The Stanford Business School in California.

He holds a Post Graduate Diploma in Management from T. A. Pai Management Institute, Manipal, Graduate Degree in Engineering from the Bangalore University and has schooled at Kendriya Vidyalaya.

He was recognized amongst “India’s Greatest CMOs” at the Independence Year of India Awards & Business Summit in Oct 2017 conducted by the Asia One. He was recognized amongst “The Most Influential Marketing Leaders” at the World Marketing Congress, Mumbai in November 2016. In addition, he was recognized as The Marketing Thought Leader by the Stars of the Industry Awards constituted by the ABP Group in February 2014.

A keen Carnatic music enthusiast, Sunder is learning to play the Veena as a passionate hobby. His views on marketing can be followed on his weblog www.madakshira.com. He lives in Bangalore along with his wife, Srivathsala, who is the CEO of four companies: Wintrans, (a Startup advisory), Fintrans (a Financial Planning firm), Elease (a leasing company) and Vandyam (a Sattvik food company). They have a 14 year old son Shubhang.

He is learning to play the Indian stringed instrument, the Veena. He volunteers his time with the non-profit organization Madhvacharya for the Youth, which seeks to create awareness about Indian scriptures amongst the youth.

Key Professional Achievements

  • Sunder Madakshira appointed member of the National Executive Committee (NEC) of the CRM Academy of Asia for the year 2019 – 2020.
  • Member of the Advisory Board for ad:tech 2019, Gurugram
  • Member of the Jury, the Finals of the Tata InnoVista, Tata’s group level recognition program to showcase and recognizing the best innovation efforts.
  • Sunder Madakshira selected to be member of the Jury Panel to pick up Social Samosa Social Media Rockstars (Social Samosa Top 30 Under 30). The effort recognizes young social media professionals who have carved a path for themselves achieving basis ingenuity, assiduity, integrity, and a yearning for fanatical working hours before crossing the mark of 30.
  • Designed and executed successful marketing campaigns across sectors: Manufacturing, fast moving consumer Goods, Corporate brand, IT products and services contexts for the last 22 years.
  • Recognized as High Potential amongst the executive pool in SAP for four consecutive years.
  • Using PR as strategic branding tool : Successful execution of the Two Stories a Day on SAP program.
  • Positioning SAP Labs India amongst the Top 10 employers in India and Top 5 in the country.
  • Building a strong brand for SAP in NASSCOM, CII, TiE, ASSOCHAM.
  • Conference Head SAP TechEd, India’s largest annual tech event & amp;SAP Techniversity the student technology event.
  • Positioned Winning in the Flat World theme across platforms and stakeholders for corporate and product relevance.
  • Responsible for Corporate Communications charter working with PR/HR teams to derive and execute communications internally and externally.
  • Conceptualized and executed Talent branding programmers across. Print advertising rated amongst top five recruitment communications nationally.
  • Designed and executed internal marketing and communications portal, Mplus. Rated amongst Five Best Things at Infosys in internal surveys.
  • Executive member of CII 100 Indian MNCs initiative.Developed Brand and Communications plan with domain SME.
  • Consolidated Wipro position amongst the top two corporate brands in India by driving the brand positioning through the Applying Thoughtand Spirit of Wipro campaigns.
  • Drove the Brand Perception Study- an internal market researchacross 600 individuals in segments -customers, leadership team, employees,investors and general public.
  • Drove the Sonic Branding campaign through design and launch of corporate musical score.
  • Conceptualized the Area Sales and Market Development Plan encompassing geographic, user ship and entrenchment segmentation’s, customization of promotion plans and resource deployment.
  • Lead a team of 34 sales personnel and 300 distributors to achieve 12%growth in declining market.
  • Conceptualized and drove loyalty club Good Life Club across 83000 tea shops in four southern states.
  • Launched Brooke Bond master brand and repositioned power and follower brands in the channel.
  • Designed The HLL Way of Sales-a bench marking and best practices exercise across profit centers.
  • Increased brand sales by 8% and added Rs.13 Cr p.a. through brand extensions.

A Teaching Assignments at Bschools London School of Business, IIM, Bangalore & Calcutta, S P Jain Institute of Management, IIT KgP VG SoM and SIBM.

  • Art and Science of Brand Building.
  • Five Big Things in Marketing.
  • Unconventional Branding Methods.
  • Contemporary Illustrations of Marketing.



Post graduate Diploma in Management – Apr 2001

  • Ranked First and as Best Outgoing student, Class of 2001.
  • The India Leadership Summit, Mumbai, Nov 2000.
  • Awarded Best Student in Management amongst 400 management studentsacross India.
  • Awarded Best Paper PresentationIndia Inc- Challenges andOpportunities in the New Millennium.
  • Top Five Students Leaders in the Making Contest Businessworld-IIM Lucknow, Jan 2001.
  • Students Board Vice President (1999) and President (2000).


Bachelor of Engineering, Industrial and Production Engineering – Sep 1994

  • First rank, Bangalore University, Batch of 1994.

Professional Interests

  • Member, Management Committee, ASSOCHAM 2013-14- Member, Brand Promotion Council- Member, IT.
  • Member of key NASSCOM forum. In 2011-12 conducted over 15 sessions atthe NASSCOM Emerge Forum across the country on 18 Tips in Branding in 36minutes and Organizational Growth Through Personal Branding.
  • Panel member,the India SME Forum, in Bangalore, Pune, Mumbai andKolkata, 2012.
  • Panel Member Brand Rejuvenation at CMO Summit, Bangalore, Aug2012.
  • Tutor course and guest lectures in marketing in management campuses in India and abroad.
  • Visiting Professor in Marketing: S.P.Jain Institute of Management,Mumbai in proposed course on New Age Marketing, Oct 2012.
  • Member, Marketing Advisory Team, of NASSCOM Product Conclave (NPC) 2016 . India’s Most Awaited Meetup for Products and Startups.

Special Interests

  • Learning to play the Indian stringed instrument the Veena.