Warm, driven, and deeply people-focused, Anamika Singh has built her career in one of the most energetic sectors of the business world — the on-trade beverage industry. As Manager – Cluster On Trade Chandigarh at Diageo, she blends strategy, relationships, and instinct to create impactful experiences and meaningful growth.
Q. What inspired you to join Diageo and the trade industry?
I’ve always been drawn to dynamic, people-centric environments. Diageo stood out because of its strong culture, premium portfolio, and the ownership it gives individuals over their growth journey. The on-trade industry is vibrant and alive — it’s not just about sales, it’s about creating experiences. That mix of strategy, relationships, and celebration inspired me to build my career here.
How would you describe your role in one line?
I turn outlets into experiences and relationships into revenue.
What’s the most exciting part of managing on-trade accounts?
Two things excite me the most. First is the human connection — every outlet has its own personality, ambitions, and challenges. Aligning our brands with their goals and seeing that translate into memorable consumer experiences is incredibly fulfilling. Second is transformation. From planning activations to executing large events, I love watching strategy come alive. Every successful event and partnership feels like a shared win.
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