Avenue Supermarts' incoming CEO-designate Asawa prioritises people, talent

With experience across developed markets, Asawa has worked closely with modern retail chains to drive growth even in saturated categories

Like Neville Noronha, Avenue Supermarts has chosen its next head — Anshul Asawa — from one of the world’s largest consumer companies, Unilever.

 

But being in the Unilever system for three decades works for the retail chain, as he has the core values ingrained in the way he works, according to a source.

 

The source said that Asawa comes from the school of thought of putting people first and looks at building a business with a balanced approach. “He has a very detailed understanding of processes and structures, and he comes from a legacy that believes in building talent over brands. Asawa has the Unilever mindset that talent needs to be built and groomed.”

 

He has also worked across developed markets for Unilever and brings in the expertise of working with modern retail chains in those markets. Categories in these markets are typically developed and saturated, but he has managed to drive growth in categories by working with modern retail chains in those markets.

 

Retail chains in those markets are typically cut-throat, but he has managed to retain growth rates in categories by building a relationship with modern retail in those markets, the source added.

 

Asawa is an IIT Roorkee and IIM Lucknow alumnus, and during his stint at Unilever, he had leadership roles overseeing the growth of product categories and developing impactful functions in India, Asia, and Europe.

 

“He currently serves as country head of Unilever in Thailand and general manager for the homecare business unit in Greater Asia. During his tenure of over 15 years in India, Anshul held key leadership positions in sales, marketing, and distribution,” Avenue Supermarts said in its statement. “He led the digitisation efforts at Hindustan Unilever and was also at the forefront of leading product innovations for homecare categories and sales and distribution transformations in urban and rural markets within India. He is known for his consumer-centricity, commercial discipline, and execution focus,” the statement added.

 

Asawa will join as chief executive officer (CEO)-designate at the retail chain from March 15 and is expected to take over as managing director and CEO on February 1, 2026, upon the completion of Noronha’s term in that position.