In a development that has caught the industry’s attention, Santharuban Thurai Sundaram, the game-changing CEO of the Etika Group of Companies, has tendered his resignation.
He will serve out his term until March 2026, marking four years as CEO.
His departure brings an unexpected close to a leadership era that helped shape Etika’s regional presence.
Santharuban, better known in the industry as Ruban, took the helm of Etika in April 2022, overseeing operations in Malaysia, Singapore, and Brunei.
By April 2025, his remit expanded to include the Group’s export business, a move that underscored his growing influence within the company.
His rise at Etika was homegrown: beginning as a brand manager, then advancing through trade, marketing, and executive roles.
Known for his sharp instincts and strong people leadership, he earned multiple accolades in his career and was recognised across the region as one of Malaysia’s most respected marketing professionals.
Building a Stronger Etika
Under his stewardship, Etika cemented its standing as one of Southeast Asia’s key beverage and FMCG players. The group, which manages household names and international partnerships, benefited from his strategic expansions, sharper distribution networks, and focus on innovation.
Industry observers credit him for bridging local consumer insights with global best practices, reinforcing Etika’s ability to stay competitive in a crowded market.
The announcement of his resignation has sparked speculation. No official reason has been disclosed by either Etika or Ruban at the time of writing. Whether the move was driven by personal priorities, corporate restructuring, or new opportunities remains to be seen.
For now, Etika has not named a successor or indicated whether an interim leadership structure will be put in place.
The timing of his exit is significant. Etika is navigating a competitive FMCG landscape, balancing consumer expectations, supply chain resilience and rapid market shifts.
Stakeholders will be watching closely to see how the company maintains continuity and momentum in areas directly shaped by him, including regional strategy, export growth, and brand innovation.
A formal statement from Etika is expected soon to provide clarity on leadership succession and business direction. Until then, the company faces a period of transition while the industry speculates about Ruban’s next chapter.
What remains clear is that his departure marks the end of a distinct era at Etika… one defined by ambition, growth and award-winning leadership.
We, at MARKETING Malaysia, wish him well. Santharuban is an inaugural winner of the Malaysian CMO Awards.
Share Post:
Haven’t subscribed to our Telegram channel yet? Don’t miss out on the hottest updates in marketing & advertising!
