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Indian mining group Vedanta has attracted more reputation scrutiny than most in recent years. But Ritu Jhingon, who took on the top communications role at the company in 2021, looks well placed to handle these given her extensive background in CSR, which includes leading the Nand Ghar project that aims to transform the lives of rural women and children across India.
Under Jhingon, there has been a noticeable shift towards a more inclusive stakeholder communications strategy at Vedanta, encompassing numerous award-winning campaigns. Jhingon previously led corporate communication and CSR for Vedanta company Cairn India, where she successfully developed corporate responsibility initiatives within the core business, and served as a development champion to address specific CSR concerns.
Prior to joining Cairn, Jhingon worked in senior management roles for Hindustan Times Media and Ogilvy & Mather.
Can you share a moment in your career when you saw PR's direct impact on business performance?
During our debt crisis, well-managed PR helped keep the share price in control.
What are the communications industry's biggest challenges and opportunities in the year ahead?
There is too much noise and clutter and mediocrity – thus an opportunity.
What work from your team are you most proud of over the past year?
The ‘Nand Ghar’ campaign with Manoj Bajpayee.
How have you switched off from work and maintained wellness over the past year?
I started swimming.
If I wasn't working in marketing/communications, I would be...
A CSR professional.
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