Neti Mahendru

Master in Luxury Brand Management, 2015

Current role: Marketing executive, Smashbox Cosmetics & GlamGlow


Neti Mahendru earned her Bachelor’s in Mass Media & Mass Communication at Delhi University in her native India, graduating with honors in 2014. She then enrolled in the Master in Luxury Brand Management at Domus Academy. During her studies, she interned in marketing and communications at Atelier Antonio Riva in Milan, doing competitor research on bridal couturiers.

She returned to India and worked as a PR coordinator for Jo Malone London in Mumbai, then as a marketing coordinator for Tom Ford Beauty with the goal of making Tom Ford a leader in artisanal fragrances in India.

She is currently a marketing executive at Smashbox Cosmetics & GlamGlow in Mumbai, where she leads the company’s marketing and communication strategy and execution throughout India.

She is responsible for developing local brand marketing objectives and strategies—including product marketing, consumer marketing, and visual merchandising—in line with global brand guidelines.


“What is great about Domus is that, through practical and real experience, you learn the tricks of the business. It’s like on-the-job training that prepares you for life after university. Collaborating with companies in real time is something that sets Domus apart from the rest and that is highly interactive and motivating for students.”

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