Green Story Appoints Manohar Samuel as Strategic Advisor

Green Story has appointed Manohar Samuel, former Senior President, Marketing & Business Development at Birla Cellulose, as Strategic Advisor. The company stated that Samuel brings several decades of leadership experience across the fibre and textile value chain, with a background in market development, ingredient brand building, and commercialisation of fibre-level innovation.

Throughout his career, Samuel has been involved in initiatives aimed at expanding the adoption of cellulosic fibres through collaboration with industry stakeholders, engagement with brands, and sustainability-focused positioning. He is also known for applying a B2B2C approach to market development and for advocating greater traceability and responsible material selection.

In his new role, Samuel will contribute to Green Story’s strategic direction as it develops intelligence infrastructure to support the industry’s green transition. He will join the company’s senior advisory network, which includes 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 stated that it continues to focus on supporting brands and manufacturers in moving from sustainability goals to verified actions through the use of data, collaboration, and strategic expertise.