Reaching new heights professionally and personally

You won’t catch Abhijeet Choure unprepared or wearing headsets on a trek. “Anything can spring out at you from the bushes!” he warns adding that he prefers to keep his eyes and ears open.

A lifelong passion for trekking

The Head of Demand Marketing at Sandvik Coromant has had a passion for trekking since childhood. “The sense of adventure and the beauty of the outdoors drew me in,” says the India-based manager. While in university, Choure began going on 4–6 kilometer day hikes with friends to forts and trails near the Pune region’s mountainous Western Ghats/Sahyadri range.

By 2021, he was testing his limits with high-altitude treks in the Himalayas, typically 5–6 day journeys covering about 40–45 kilometers, with summit points above 3,000 meters. “Being amidst the vast mountain landscapes, away from the daily rush feels deeply peaceful and grounding. It’s become something I look forward to every year, as it helps me reconnect with myself and nature,” he says.

Good fitness is the key to an enjoyable trekking experience he adds and it’s crucial to train for it through regular walks, climbs, or stamina-building workouts.

A perfect balance between work and life

Fortunately for Abhijeet Choure, working at Sandvik Coromant provides the work-life balance to go trekking and spend time with his family. “At Sandvik, there’s a genuine respect for personal time, which helps you stay creative and motivated,” he says. Sandvik has been in Pune, India since 1960 and has earned a solid reputation not only for its products, services and expertise, but also for its employee approach. It was one of the reasons why the company so appealed to him originally.

Choure has a degree in metallurgical engineering and an MBA in marketing and has worked at Sandvik Coromant for 14 years. He is currently responsible for global demand-marketing initiatives that support customer acquisition, pipeline development, and revenue generation. He leads a global team operating across some of the world’s most diverse and dynamic markets.

Global collaboration and multi-channel marketing

With his team, Choure drives and implements multi-channel marketing campaigns and activities - across digital, social, email, paid media, and events - to support brand preference and ensure measurable business outcomes.

It’s a dynamic role that blends strategy, creativity, and close collaboration – both within our team and with colleagues in sales, product, and analytics.

"And, of course, the global nature of our work makes it even more exciting – collaborating with colleagues across countries and cultures brings fresh perspectives and purpose to everything we do,” he adds.

Choure also takes the time to engage with customers whenever possible. “It helps keep our marketing grounded in real needs and experiences,” he says, adding that he likes to hear first-hand about their challenges and needs, and better understand customer behaviors.

Top achiever in global marketing

In addition to receiving local accolades, Choure won Sandvik Coromant’s global Top Achievers award in 2021, for leading a successful marketing campaign that delivered measurable business impact. And he managed it at the height of the Covid-19 pandemic when his home office situation wasn’t the most optimal.

“What I enjoy most about marketing is that it’s never static – there’s always something new to learn, explore, or experiment with. I love the blend of creativity and strategy, and the thrill of turning insights into campaigns that truly make a difference for our customers and our business. At Sandvik, what makes it even more rewarding is working with passionate people across countries and functions. That spirit of teamwork and continuous learning is what keeps me inspired every day.”