Green Story is pleased to announce the appointment of Manohar Samuel, former Senior President, Marketing & Business Development at Birla Cellulose, as Strategic Advisor.
With decades of leadership experience across the fibre and textile value chain, Manohar brings deep expertise in building market-led growth strategies, scaling ingredient brands, and translating fibre-level innovation into tangible commercial outcomes. Over the course of his career, he has played a pivotal role in advancing the adoption of cellulosic fibres through industry collaboration, brand engagement, and sustainability-focused positioning.
Recognized for his B2B2C approach to market development, Manohar has consistently championed greater traceability and responsible material choices that are now central to the global sustainability transition. His work has contributed significantly to shaping industry dialogue around the future of sustainable textiles and the role of measurable impact in driving transformation.
In his role as Strategic Advisor at Green Story, Manohar will support Green Story’s strategic direction as the company builds the intelligence infrastructure required for the industry’s green transition. He joins an expanding senior advisory network that includes leaders such as Prama Bhardwaj, David Prais, and Tricia Carey.
“I’ve known Manohar’s work for years, and what has always stood out is his ability to connect fibre-level innovation with what brands and consumers actually care about. Our conversations have consistently come back to the same theme, sustainability only works when it’s measurable, practical, and commercially viable. Having him as part of our advisory ecosystem feels like a very natural step, and I’m genuinely looking forward to building the next phase of this journey together.” says Dr. Kannan Muthu, CSO, Green Story, reacting to the appointment.
Commenting on his appointment, Manohar Samuel said, “I am delighted to be associated with Green Story as a Strategic Advisor. Credible sustainability intelligence is central to global brand and supply chain success, and Green Story is at the forefront of this transformation. I look forward to contributing and helping accelerate this journey.”
Green Story remains committed to enabling brands and manufacturers to move from sustainability ambition to verified action, leveraging data, collaboration, and strategic expertise to drive meaningful industry change.
