- Current role
- Chief Marketing Officer
- Company
- Tamarind Foods
- Experience
- 17 years
- Industry
- Consumer
- Based
- Ahmedabad
About
Devang Trivedi joined Tamarind Foods as chief marketing officer in June 2026, moving from a smaller packaged-foods business where he had been chief executive for three years.
The step from CEO back to a functional role was, he has said, deliberate: Tamarind’s portfolio reaches a scale of household penetration his previous company would not have reached in a decade. His mandate covers a portfolio of nineteen brands, six of which the company has publicly said it is reviewing.
Trivedi built his reputation on pack-price architecture in low-unit-price categories, and has argued that quick commerce is quietly destroying the price-pack discipline that Indian FMCG spent thirty years constructing.
Leadership perspective
- Why move from CEO to CMO?
- Scale of the canvas. I could run everything at a company reaching four million households, or run one thing at a company reaching forty. I found that an easy trade and other people found it a strange one.
- What is quick commerce doing to pricing?
- Dismantling the price-pack ladder. We spent three decades teaching households what a ten-rupee pack means, and the ladder does not survive a channel where every pack is a scroll apart.