Former Birla Cellulose leader to guide sustainability strategy.
Green Story has appointed Manohar Samuel, former Senior President of Marketing and Business Development at Birla Cellulose, as Strategic Advisor to strengthen its sustainability and growth initiatives in the textile sector.
With decades of leadership experience across the fibre and textile value chain, Samuel brings expertise in developing market-driven strategies, scaling ingredient brands, and translating fibre-level innovation into commercial outcomes. He has played a key role in promoting the adoption of cellulosic fibres through industry collaboration, brand engagement, and sustainability-focused initiatives.
Known for his B2B2C approach to market development, Samuel has consistently advocated improved traceability and responsible material choices. His contributions have helped shape industry discussions on sustainable textiles and the importance of measurable impact in driving transformation.
In his new role, Samuel will support Green Story’s strategic direction as the company develops intelligence infrastructure to accelerate the industry’s green transition. He joins a growing senior advisory network that includes Prama Bhardwaj, David Prais, and Tricia Carey.
Commenting on the appointment, Dr Kannan Muthu, Chief Sustainability Officer, Green Story, said, “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.”
Samuel added, “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.”
The company reiterated its commitment to helping brands and manufacturers move from sustainability ambitions to verified action through data-driven insights, collaboration, and strategic expertise.