“You have to be so progressive to be able to go against the norm.” – Tanu Grewal
This week on the Gooder Podcast I had the pleasure of talking with Tanu Grewal, the Vice President of Marketing, Innovation and Ecommerce for AIEn, USA. We discuss how and why a company that has traditionally targeted a conventional consumer decided to tackle green cleaning by developing the new Art of Green brand. We also learn how the brand's innovation and marketing will target some trial and conversion issues of many of the most hesitant conventional consumers. Along the way we learn
the story of a feisty and inquisitive leader who brings a contrarian view of leadership, innovation and life to every opportunity and conversation.
In this episode we learn:
- A little background about the newest green cleaning brand called Art of Green.
- About assumptions and missed opportunities that the green cleaning industry
should be tapping into related to consumer adoption.
- How the years of working in a parallel industry allows her to approach the
category and production innovation in a new way.
- Why aroma is a big driver of category success.
- How to extend the life of your job title beyond the magic 18-month timeframe.
About Tanu Grewal:
Tanu is a global brand builder and strategic marketer with over 15 years of experience working in mature and emerging markets like US, EMEA and India with companies in the CPG, durables, luxury and hospitality industries. She is passionate about using brand purpose to help drive innovation and marketing that creates real value and emotional engagement with consumers.
Reporting into the CEO, Tanu is currently the Vice President of Marketing & Innovation at AlEn USA, a growth stage division of the global ALEN Group. One of her top achievements in this role has been the launch of a natural, green cleaning brand called ‘Art of Green’ that just won the prestigious Product of the Year award. Prior to this, Tanu has worked on iconic brands like Kohler, Maytag and Whirlpool where she elevated commodity categories to lifestyle brands through a combination of award-winning
product design, disruptive innovation and experiential marketing.
Starting her career with Whirlpool North America, Tanu held a variety of marketing and product development positions over 8 years including an ex-pat stint in Italy. Tanu holds an MBA degree from Rice University in Houston.
Outside of work, Tanu is passionate about creating communities that enable people to thrive. Currently, she serves on the International Student Advisory Board at Rice University and as a board member for the South Asian Women's Professional Network.
As a public speaker, Tanu’s topics include launching and scaling a challenger brand and standing out in a crowded market through creative marketing. As an Indian woman, living in the US and working for a Mexican company (AlEn), she also speaks on navigating multicultural work and market landscapes. Tanu has been interviewed by Forbes and delivered the keynote address for Coke FEMSA's Annual D&I conference in
Mexico City, Women’s Masters Network’s Annual Meetup 2020 and the Houston AMA's Quarterly Luncheon.
An avid traveler and consummate foodie, Tanu lives in Houston with her husband and son.
Guests Social Media Links:
Personal Website: http://tanugrewal.com/
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The Art of Green - product line offers consumers an affordable and high-performing natural cleaning alternative that is priced for everyday use.
Kohler Co. - founded in 1873 by John Michael Kohler, is an American manufacturing company based in Kohler, Wisconsin. Kohler is best known for its plumbing products, but the company also manufactures furniture, cabinetry, tile, engines, and generators.
The Maytag Corporation - is an American home and commercial appliance brand owned by Whirlpool Corporation after the April 2006 acquisition of Maytag.
The Whirlpool Corporation- is a multinational manufacturer and marketer of home appliances, headquartered in Benton Charter Township, Michigan, United States.
South Asian Women’s Professional Network (SAWPN) - SAWPN was created to bring together and engage women across various industries, nationally. Our goal is to build a strong networking base to support, mentor and celebrate successful, strong, and vibrant women across the country and within our communities.
HINT - an American beverage company based in San Francisco, California, as an alternative to soda and sugar beverages. It was started by former AOL employee Kara Goldin.
Amazon.com, Inc. - an American multinational technology company based in Seattle, Washington, which focuses on e-commerce, cloud computing, digital streaming, and artificial intelligence.
Episode Sponsor - Retail Voodoo:
A creative marketing firm specializing in growing, fixing and reinventing brands in the food, beverage, wellness and fitness industry. If your natural brand is in need of positioning, package design or marketing activation, we’re here to help. You can find more information at www.retail-voodoo.com