Lectrix EV has announced that Anil Dua has joined as a partner and co-founder of the SAR E-Mobility Division, which includes the Lectrix and Mooving businesses.

Before this, Dua was the Group CEO of Dish TV, where he successfully guided the company through major milestones, including the merger with Videocon D2H. His extensive career also includes significant roles at OTE Group in Oman, Hero MotoCorp, Unilever, and Gillette. At Hero MotoCorp, Dua was instrumental in the iconic rebranding from Hero Honda to Hero, which led to a doubling of volumes and a tripling of turnover during his tenure. His strategic leadership has earned him numerous accolades, such as the IAA Marketer of the Year award and recognition as one of India's Top 50 Brand Leaders.

As an IIT Delhi alumnus with an MBA from IIM Ahmedabad, Dua's stellar academic background complements his professional journey. His leadership philosophy, marked by innovation and collaboration, aligns seamlessly with SAR Group's mission to accelerate India's transition to sustainable mobility.

Commenting on the joining, Rakesh Malhotra, Founder of SAR Group, said, "Dua's passion for operational excellence and brand building makes him a transformative force in any organization. His remarkable ability to lead with clarity and purpose has set new benchmarks in every role he has undertaken. At SAR Group, we are excited to join hands as co-founders and leverage his strategic vision with unparalleled experience to redefine the future of electric mobility and propel us toward our goal of becoming a leader in sustainable transportation. His focus on driving growth, innovation, and operational rigour aligns perfectly with our mission.

Commenting on his new role, Anil Dua said, "I am thrilled to join hands with SAR Group, a group with a remarkable history of creating household brands and delivering customer-focused solutions. Electric mobility is still in its early stages, making this an exciting time to collaborate as the industry evolves. With its comprehensive ecosystem approach—Lectrix EV as the OEM and Mooving as the energy service provider—SAR Group is well-positioned to redefine mobility. I look forward to applying my experience to foster growth and drive innovation in this rapidly transforming industry".

With Dua joining the team, Lectrix EV and Moving will enhance their market positions, broaden their product offerings, and drive the accessibility and sustainability of electric mobility. His visionary leadership is set to guide both companies toward transformative growth and establish them as industry leaders.