Geetika Mehta has been named managing director of Nivea India. Mehta leaves Hershey India, where she was managing director, to join the German personal care company.

Mehta has over eighteen years of experience with Hindustan Unilever, where she oversaw growing duties related to consumer and commercial marketing before joining Hershey. She has worked in a variety of markets, such as South Asia, Thailand, Brazil, and South Africa, in the food and homecare sectors. She also served as general manager of Unilever’s Home & Hygiene division, where she worked to position the category for long-term growth and produced market-leading outcomes on both the top and bottom lines. She attended the Indian Institute of Management in Ahmedabad as well as Sriram College of Commerce in Delhi.

Assuming her her new role Mehta said, “I am thrilled to join Nivea India, a brand synonymous with trust and quality in skincare. As we navigate the ever-evolving skincare landscape, my focus will be on driving innovation, enhancing customer experiences, and further solidifying Nivea’s position as the skincare brand of choice for millions of Indians.”

Neil George, the MD of Nivea India, left the company last year to work for Abbott. In 2006, Nivea opened a store in India. In a recent interview with Storyboard18, Sunil Gadgil, marketing director of Nivea India, stated that the company saw itself as a challenger brand in India. Nivea held a 32 percent market share in the cold cream segment as of October 2023. Starring in a new Nivea commercial are singer Shreya Ghoshal, tennis player Sania Mirza, and actress Madhuri Dixit.