Sarita Crasto joins Raymond Lifestyle as lead, brand marketing, for Park Avenue and ColorPlus

MUMBAI: Out of the Unilever boardroom and into the tailor’s shop. Sarita Crasto has joined Raymond Lifestyle Limited as lead, brand marketing, taking charge of Park Avenue and ColorPlus, two brands she says have defined Indian menswear for decades.

Crasto started in October 2026 and works from Mumbai. In her post, she said the brands stand at an exciting juncture, reimagining premium formal and smart casuals for a new generation while staying true to the legacy of “The Complete Man”. She added that she is looking forward to shaping the next chapter with these iconic portfolios, along with the team.

She comes from Unilever, where she was assistant global brand manager, marketing, from July 2022 to October 2026, a stint of four years and four months in Mumbai. Before that, from August 2021 to July 2022, she was business lead at The Womb Communications.

Her career before that was built in agencies. She was team lead manager in integrated marketing communications at Madison Media Group from May 2018 to August 2021. She was senior brand services manager at Mullen Lowe Lintas Mumbai from April 2016 to April 2018, and brand services associate at Leo Burnett Mumbai from September 2014 to March 2016. She was senior account executive at DDB Mudra Group from March 2012 to September 2014, and assistant account manager at Eggfirst Advertising and Design from August 2010 to October 2011, where she handled client interaction, artwork release, mail follow-ups and monthly reports.

She began with a short stint from October 2008 to February 2009 as intern assistant production head on the making of a movie at Walkwater Media. She completed junior college in commerce at Kishinchand Chellaram College in 2007.

Crasto describes herself as an experienced brand manager with a demonstrated history in the marketing and advertising industry. Her skills include market research, outdoor advertising, social media, advertising and brand management.

Three things stand out. First, the mix. Crasto has seen brands from the agency side, in account management, brand services and integrated communications, and from the client side, at Unilever. A lead brand role needs someone who can brief an agency and also think like one.

Second, the scale. Unilever is one of the world’s biggest consumer goods companies, and she held a global brand title there. That experience in running big brands to a process should help a company that is setting out on its own. Raymond Lifestyle was demerged from Raymond Limited and owns brands including Park Avenue, ColorPlus, Parx and Ethnix by Raymond. Its shares were listed on the NSE and BSE in September 2024.

Third, the timing. Her post says the two brands are reimagining premium formal and smart casuals for a new generation. A brand marketer with a background in social media, market research and integrated communications is well placed to speak to younger buyers, without losing the older customers who built the name.