People of Suntory Global Spirits: Rashi Singh

People of Suntory Global Spirits featuring Rashi Singh: Building Beyond the Brand

When Rashi Singh joined Suntory Global Spirit in 2022 as a Category Lead in Whisky, she brought deep industry experience and a track record of building brands through marketing. But her first major challenge quickly pushed her beyond traditional marketing and into end-to-end product innovation with OAKSMITH, supporting our growth strategy to gain share in the Indian-Made Foreign Liquor (IMFL) market.

From whisky blending and packaging design to production planning and quality control, Rashi built new capabilities while developing a much broader understanding of what it takes to create and grow a brand.

“I don’t see my personal growth separate from the growth of OAKSMITH. They are deeply intertwined. One of the defining milestones in my journey has been delivering the Yatte Minahare ambition of scaling the brand to one million cases sold, positioning OAKSMITH as one of the fastest-growing brands in the country. What makes the pursuit of such an aggressive goal truly transformative is the level of orchestration it demands.”

For Rashi, the experience also marked an important shift in how she saw her own role and capabilities.

“Managing and owning my first innovation project at Suntory Global Spirits helped me broaden my perspective. It pushed me to look at my work not just through marketing KPIs, but to understand what goes into making the product and driving a project from end to end. It helped me develop myself not just as a marketing expert, but as a business leader.”

Today, as Marketing Director across Indian and American whiskies, Rashi brings that broader business perspective to one of Suntory Global Spirits’ key growth markets.

On how to make the most of your career at Suntory Global Spirit, she says: “Don’t hold yourself back. If you truly enjoy what you do, Suntory Global Spirit is an exceptional platform to learn, unlearn and relearn at pace. It’s a place that challenges you to come back stronger, sharper and more ambitious every single time.”

Watch the video below to get to know more about Rashi, including her approach to leadership and her hopes for developing the next generation of leaders.