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Time of India

Shubhranshu Singh steps down from Tata Motors after four-year tenure

Shubhranshu Singh has exited Tata Motors after four years as Global Chief Marketing Officer (CMO) for the company's Commercial Vehicles (CV) division. His resignation comes at a pivotal time for the company, which is currently undergoing structural reorganisation. The Tata Group is in the process of separating its passenger and commercial vehicle businesses into independent entities. The commercial vehicles division is being transitioned into a new company, TML Commercial Vehicles Ltd (TMLCVL). Though Singh's departure coincides with this shift, no official link has been confirmed between the two developments. Singh joined Tata Motors at a time when the CV business lacked a formalised marketing structure. He set up the division's first dedicated brand and marketing framework, appointing brand managers with clear mandates. His tenure saw the repositioning of the corporate identity through the 'Better Always' campaign, intended to align the CV business with a renewed strategic direction ahead of its demerger and listing. He also led the launch of multiple sub-brands, covering both product (EV, lubricants, spares) and non-product offerings (telematics platforms), aiming to broaden the CV business's identity beyond just vehicles. Digital overhaul and shift to data-driven marketing One of Singh's most significant contributions was a complete overhaul of the marketing ecosystem. He transitioned Tata Motors CV from traditional, campaign-based activity to an always-on, digital-first model. This included the deployment of a customer data platform, programmatic advertising, multilingual creator networks, and AI-based personalisation through Salesforce CRM. Over 25% of the company's commercial vehicle sales are now attributed to digital channels—an outcome of the integrated digital ecosystem Singh helped build. EV market entry and thought leadership Under Singh's leadership, Tata Motors CV launched the Ace EV and Ace Pro EV, becoming an early mover in India's four-wheeler electric cargo segment. These launches were supported by an accompanying brand narrative focused on reliability and future readiness, aimed at building trust among fleet operators and small businesses. Beyond his corporate responsibilities, Singh is known in the industry for his thought leadership. He has published extensively on branding , consumer behaviour, and digital transformation, and regularly speaks at industry conferences. He serves as the only Asia-Pacific representative on the Effie Lions Foundation board, which focuses on mentoring young marketing talent. In 2025, Singh was recognised by Forbes as one of the World's Most Influential CMOs, citing his data-driven creativity and business impact. He has previously held marketing leadership roles at Royal Enfield (as Global Head of Marketing), Star TV Sports, Visa, Diageo, and Hindustan Unilever. Tata Motors has not yet announced a replacement for Singh. His next role is expected to be revealed soon.