Sonali Singh to Lead Marketing at Switch Mobility

Switch Mobility appoints marketer Sonali Singh as Head of Marketing to drive brand strategy, digital campaigns and EV adoption across commercial transportation markets.

Switch Mobility has named seasoned marketer Sonali Singh as its new Head of Marketing, tasking her with building a stronger brand, driving demand, and supporting the company’s aggressive expansion in electric commercial mobility across India and other key markets. In this leadership role, she will spearhead brand strategy, integrated marketing, digital initiatives, and public relations to fast‑track the adoption of zero‑emission vehicles in mass transportation. With over 15 years of cross‑industry experience spanning Tata Motors, Bosch, HCL, Panasonic, and Deloitte, Singh brings a blend of automotive, consumer, and consulting expertise to Switch Mobility’s next phase of growth.​

Strategic leadership at Switch Mobility

Singh’s appointment as Head of Marketing comes at a time when Switch Mobility is sharpening its focus on electrifying commercial transport and scaling its presence in both domestic and international markets. In her new role, she will work closely with the senior leadership team to shape the company’s overarching marketing roadmap, aligning communication, positioning, and demand‑generation efforts with Switch Mobility’s business objectives in India and other priority regions. Her mandate spans the full marketing value chain, from brand narrative and category education to campaigns that support sales, partnerships, and tenders in the fast‑evolving electric mobility ecosystem.​

As Head of Marketing, Singh is expected to drive a cohesive brand vision for Switch Mobility across touchpoints, ensuring that the company is consistently recognised as a trusted partner for cities, fleet operators, and governments looking to transition to cleaner transport. This involves sharpening Switch’s brand identity in a crowded EV landscape, differentiating its electric buses and light commercial vehicles on parameters such as reliability, total cost of ownership, and technology innovation. By closely integrating brand‑building with commercial priorities, she will help bridge the gap between awareness, consideration, and actual EV adoption in public and commercial fleets.​

Mandate: brand, demand and EV adoption

Singh’s remit covers brand strategy, integrated marketing campaigns, digital initiatives, and public relations, making her responsible for how Switch Mobility tells its story to customers, partners, policymakers, and the broader public. On the brand strategy side, she is expected to refine Switch’s positioning as a pioneer in zero‑emission commercial mobility, spotlighting its engineering heritage from Ashok Leyland and its global deployments in electric buses and LCVs. This will likely include thematic campaigns around sustainability, urban air quality, and the economic benefits of fleet electrification, tailored to the needs of municipal corporations, state transport undertakings, and private operators.​

Integrated marketing and digital initiatives will form a core pillar of her role, bringing together ATL, BTL, and online channels to build sustained visibility for Switch Mobility’s product portfolio and solutions. From thought‑leadership content and case studies to performance‑driven campaigns for specific tenders or product lines, Singh will be responsible for orchestrating 360‑degree programs that move audiences from awareness to action. Public relations will be equally critical, as the company continues to participate in policy conversations, industry forums, and large‑scale public transport projects where narrative, credibility, and proof of performance directly influence decision‑making.​

A key part of her charter is to accelerate EV adoption in mass and commercial transportation by communicating the operational, environmental, and financial benefits of Switch Mobility’s offerings. This includes highlighting successful deployments of low‑floor electric city buses and other vehicles, emphasising metrics such as kilometres run, emissions saved, uptime, and energy efficiency that matter to fleet operators. Through targeted campaigns, partnerships, and advocacy, Singh will help position Switch not just as a product manufacturer but as a long‑term solution partner for sustainable mobility.​

Experience at Tata Motors and prior roles

Before joining Switch Mobility, Singh served as Deputy General Manager – Marketing at Tata Motors, where she played an important role in shaping brand positioning and driving brand marketing initiatives for the commercial vehicles business. Her work there spanned strategic marketing functions, regional campaigns, influencer initiatives, and cross‑functional planning to enhance customer engagement and campaign effectiveness. This experience in one of India’s largest automotive brands gives her a deep understanding of the commercial vehicle ecosystem, tender‑led markets, and the nuances of B2B and B2G marketing within mobility.​

At Tata Motors, Singh gained hands‑on exposure to large‑scale product launches, dealer‑network support, and brand‑building initiatives that must resonate with both institutional buyers and drivers or fleet owners. She has worked on campaigns that balance emotional storytelling with hard business metrics such as fuel efficiency, uptime, maintenance costs, and lifecycle value—learnings that are particularly relevant for the EV transition, where cost and reliability concerns remain central. Her track record in aligning marketing strategies with sales imperatives positions her well to support Switch Mobility’s growth targets in electric buses and commercial EVs.​

Beyond Tata Motors, Singh has held senior and mid‑senior marketing roles across global and Indian organisations including Bosch, HCL, Panasonic, and Deloitte. At these companies, she has built a career across brand management, digital strategy, omnichannel campaigns, and partner marketing, working in sectors ranging from consumer electronics and home appliances to consulting and technology. This variety gives her a broad perspective on consumer behaviour, enterprise decision‑making, and how to translate complex value propositions into clear, relatable communication across categories.​

Professional profile and industry presence

Across her 15‑plus years in marketing, Singh has been recognised as a young achiever credited with multiple industry‑leading campaigns that have delivered both brand lift and measurable business outcomes. Her work spans building brand architectures, crafting integrated go‑to‑market strategies, and executing large campaigns with celebrity associations, digital experiences, and multi‑city activations. In several roles, she has been responsible not only for creative and media choices but also for insight generation, segmentation, and performance tracking, enabling more data‑driven marketing decision‑making.​

Singh is also a regular speaker at industry forums, conferences, and marketing panels, where she shares perspectives on digital transformation, omnichannel strategy, and brand‑building in a rapidly changing media landscape. Her presence in such platforms reinforces her positioning as a thought‑leader and allows her to stay closely connected to emerging trends in marketing, martech, and customer experience. This visibility can benefit Switch Mobility’s brand narrative as well, as she represents the company in key industry conversations on sustainable transport and electric mobility.​

Outside of her corporate responsibilities, Singh is active as a blogger and is known to be a fitness enthusiast with a particular passion for marathons, adding a relatable human dimension to her professional profile. Her interest in endurance sports and wellbeing often mirrors traits valued in leadership—discipline, resilience, and long‑term goal orientation—qualities that are valuable when building brands in complex, long‑cycle categories like commercial EVs. This personal brand, combining professional expertise with lifestyle authenticity, can help her connect with diverse stakeholders, from young marketers and team members to senior business leaders and industry peers.​

About Switch Mobility and its EV focus

Switch Mobility is a global electric vehicle company and forms the EV arm of Ashok Leyland under the broader Hinduja Group, bringing together strong automotive engineering capabilities with a dedicated focus on zero‑emission mobility. The company specialises in electric buses and light commercial vehicles, designing solutions aimed at reducing emissions in urban and intercity transport while delivering reliable, cost‑effective operations for public and private fleets. With deployments across multiple geographies, Switch Mobility has emerged as a key player in the commercial EV segment, contributing to cleaner cities and more sustainable public transportation networks.​

In India, Switch Mobility has been actively involved in the electric city bus segment, unveiling low‑floor electric buses tailored for Indian conditions and regulatory requirements. These vehicles are designed with features such as floor‑mounted batteries, high‑capacity energy storage, and advanced telematics platforms like Switch iON, supporting real‑time monitoring and intelligent fleet management for operators. The company’s solutions aim to address not only emissions but also total cost of ownership, uptime, and passenger experience—factors that heavily influence the pace of EV adoption in mass transit.​

As cities and transport undertakings accelerate their transition to electric fleets, Switch Mobility is positioning itself as a strategic partner in end‑to‑end electrification, from vehicles and charging to data‑driven fleet optimisation. Industry estimates suggest strong growth for electric city buses in India over the coming years, creating a competitive yet high‑potential landscape where brand perception, proof of performance, and stakeholder trust can significantly influence market share. In this context, the company’s decision to strengthen its marketing leadership underscores the importance of storytelling, education, and category‑building in unlocking the next wave of EV adoption.​

Marketing’s role in EV‑led transformation

The appointment of a dedicated Head of Marketing with deep automotive and cross‑category experience signals Switch Mobility’s intent to lean heavily on strategic marketing as a growth lever. As the EV ecosystem evolves, buyers and decision‑makers are looking for clarity on technology choices, charging infrastructure, lifecycle economics, and policy alignment; effective marketing can simplify these considerations and build confidence in large‑scale transitions. Singh’s background in brand strategy, digital engagement, and omnichannel campaigns positions her to distil complex value propositions into compelling, accessible narratives for diverse stakeholders.​

Marketing will also play a key role in building the broader category of electric commercial mobility, not just the Switch brand, by normalising EVs in public transport and logistics and addressing myths around reliability, range, and cost. Through a mix of storytelling, case studies, testimonials, and data‑led communication, Switch Mobility can highlight real‑world performance and demonstrate how its solutions integrate into existing transport ecosystems. Singh’s mandate to drive brand visibility and strengthen market presence aligns with this need to both grow the category and consolidate the brand’s leadership position.​

As policy incentives, tenders, and urban sustainability goals continue to push the shift towards zero‑emission fleets, brands that communicate clearly, transparently, and consistently will have an edge in building long‑term partnerships. By aligning Switch Mobility’s marketing engine with its innovation pipeline and deployment track record, Singh’s leadership is expected to support the company’s ambition to be at the forefront of EV‑led transformation in commercial transportation. Her appointment thus marks both a strengthening of the company’s leadership bench and a renewed emphasis on marketing as a strategic driver of sustainable growth.