Anuj Rustagi

Questioner
DISC Type : c

Chief Executive - Staples at ITC Limited

Bengaluru, Karnataka, India

Overview

Anuj Rustagi is the Chief Executive for Staples at ITC Limited, overseeing major brands like Aashirvaad and 24 Mantra Organic. With a background from IIT Kanpur and ISB, his career includes leading multi-billion dollar global brands like Knorr at Unilever. Colleagues describe him as motivated, technically knowledgeable, and a delight to work with.

His professional interests suggest a focus on staying current with global business strategy and leadership principles. He actively follows thought leadership from publications like the Harvard Business Review to inform his approach to building world-class brands and high-performance teams.

Unique fact: Before joining ITC, he was the Global Brand Director for Knorr, Unilevers largest brand valued at approximately $5 billion.

Personality Overview

Not Easily Convinced

Price-Sensitive

Systematic

They prefer to do thorough analysis of any situation.  It is quite likely of them to ask for pricing or other concessions. They generally do not appreciate an overfriendly approach and prefer to stay to-the-point.

Topics They Care About

Health & Nutrition
He actively promotes products that address nutritional gaps, such as protein-fortified flour and fiber-rich multigrain options to improve gut health.
Organic Foods
He leads ITC's organic foods business through brands like 24 Mantra Organic, aiming to make organic products more accessible to Indian consumers.
Localized Marketing
He champions developing products tailored to regional tastes and cultural preferences, such as creating specific flour blends for different Indian states.

Media Appearances

Anuj has no verified media appearances

Work History

8-2025
Chief Executive - Staples at ITC Limited
7-2023 - 8-2025
Chief Operating Officer - Staples & Adjacencies at ITC Limited
10-2019 - 7-2023
COO - Chocolates, Coffee, Confectionery and New Business at ITC Limited
1-2017 - 9-2017
Global Brand Director - Knorr Equity (Master Brand, Global Communications, Digital, Social Mission) at Unilever
4-2014 - 12-2016
Global Brand Director - Signal/Pepsodent/Mentadent at Unilever

Education

6-2001 - 5-2002
MBA from Indian School of Business
1992 - 1996
B. Tech from Indian Institute of Technology, Kanpur

More Information

Social Presence :

Prographics :

Exp : 12 Location : Bengaluru, Karnataka, India Job Level : N/A Designation : Chief Executive - Staples at ITC Limited
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Insights For Selling To Anuj

During A Call Or A Meeting

DO's

  • Share as much information as possible regarding your product
  • If you have a lower priced product compared to the competition, call out the same
  • Tell them that you will come back if you don’t have a good answer for a question

DONT's

  • Avoid phrases like ‘do not worry about’, ‘no one compares to’ etc.
  • Don’t try to be too friendly or informal with them
  • Avoid rushing them, be polite and patient

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Anuj is

  • Ensuring that the product delivers ROI, cost-effective pricing and process compliance are very important for them.
  • Will you ever get a clear answer from Anuj

  • It doesn’t come naturally to them but they can say no if they are not convinced.

Insights For Deal Planning

    How fast (or slow) will Anuj move?

  • If they have the information that they need, they can move fast at making their decisions.
  • Can Anuj take some risk or not?

  • They can take some risk if they are confident that they have analyzed the circumstances well.


You And Anuj

Personality Compatibility


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