Antara Senior Care has appointed Mukesh Ghuraiya as the executive vice-president and chief marketing officer.

Antara is a wholly owned subsidiary of Max India, which is part of the Max Group. 

In his new role at Antara Senior Care and Max India, Ghuraiya will be driving end-to-end marketing across all lines of business, guiding the overall business strategy, growth, and development. 

Before this, he was the chief marketing officer for Modi Naturals.

Rajit Mehta, MD and CEO, Antara Senior Care, said, “It gives me great pleasure to welcome Mukesh as the chief marketing officer (CMO) for Antara Senior Care and our parent company Max India. Mukesh will play a key role in strengthening Antara’s brand visibility and retain its position as the most trusted brand for seniors and their families in India. I am confident that his strategic insights and innovative approach will enhance our marketing capabilities, while advancing our vision of enabling seniors to age with ease and joy.” 

Ghuraiya said, “I am excited to become a part of Antara’s journey in redefining senior care in India. Antara is creating a holistic senior care ecosystem that addresses the diverse and evolving needs of seniors through thoughtfully designed products, services, and communities. The brand is uniquely positioned with the backing of the Max Group’s legacy of trust and excellence, and a deep understanding of the aspirations of today’s seniors. This sector has immense potential and a profound social impact. My focus will be on building stronger connections with our consumers, creating purpose-driven brand narratives, and delivering initiatives that not only enhance awareness but also add tangible value to the lives of seniors and their families. I look forward to contributing towards Antara’s vision and driving its growth agenda.” 

In a career spanning over 15 years, he has also worked with Network 18, Bloomberg, Lava International, Rado Watches, and Philips, among others.