Shivnath Thukral, who recently stepped down as business editor and adviser strategy at NDTV, will join industrial conglomerate Essar Group as group president, corporate branding and strategic initiatives. His appointment will be effective 12 October, the $14 billion group, with interests in sectors such as steel, energy, power, communications, infrastructure and shipping and ports, said in a statement.

The Times of India executive editor Rajrishi Singhal recently joined Dhanalakshmi Bank to head the research unit. However, there have been few instances of high-profile journalists joining big corporations in key roles in recent times. Essar holds a 11% stake in Vodafone (NYSE: VOD) Essar, India’s second largest GSM telecom operator.

“Shivnath has a rich experience of analyzing Indian businesses, financial markets and economic affairs.  He also brings to the table international experience of engaging with global thinkers, economists and CEOs. His skills and expertise will be invaluable in strategically reaching out to appropriately position the Essar Brand with its various stake holders whilst articulating and helping Essar’s journey from being a domestic manufacturing company to being a respected global entrepreneur,” Essar group chairman Shashi Ruia said in a statement.

The group has some interest in publishing through its ownership of Paprika Media, which publishes Time Out magazine in Mumbai, New Delhi and Bangalore through a licencing arrangement with the UK publisher of the title. The company also does contract publishing and is run by Smiti Ruia, the daughter of Essar Group vice chairman Ravi Ruia.