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MassMutual’s marketing efforts expanded to Asian Indians

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Springfield, MA: In the wake of US Census data that the Asian-Indian population is among the fastest growing in the United States, Nimesh Trivedi has been appointed head of Asian-Indian market development, Massachusetts Mutual Life Insurance Company (MassMutual) announced on November 26.

With Trivedi’s appointment, the financial services company’s multicultural marketing team adds another important role in its commitment to being part of the Asian-Indian community. The company now has cultural market segment leads supporting development efforts for the Hispanic, African-American, Chinese and Korean markets, as well.

“The stakes for Asian Indians, who are making a life in the US, have never been higher to learn how to protect their income, build wealth and pass it on to their children,” said Trivedi adding, “yet the financial services industry has largely overlooked this affluent population’s needs.”

“With my understanding of the Indian culture, and more importantly the 50 or more languages and subcultures, I can help provide messaging that resonates uniquely to Asian Indians, but speaks in a “common language,” at the same time,” he concluded.

“I’m excited about Nimesh joining our company and completing our team,” said Chris Mendoza, vice president of Multicultural Market Development for MassMutual. “His vast background of experience can support all areas of our organization and has well-prepared him to lead our efforts to reach the Asian-Indian population with our financial education message.”

At the same time, Trivedi hopes to communicate the opportunity that is available to Asian Indians through a career in financial services. MassMutual’s financial professionals are in business for themselves, with no income cap,” he explained, adding, “what they put into their businesses, they have the potential to get back.” At the same time, the need is great for Asian Indians, who can help spread the word about the need for increased financial education to their peers.

Trivedi comes to MassMutual from Admerasia, where he worked on successful campaigns for clients such as Western Union, Nissan and Citibank. Starting his career with Ogilvy and Mather in India, he came to the US to continue his work with that firm in 2006. “In the past, I had concentrated on only one part of an outreach campaign to my fellow Asian Indians in this country, but with MassMutual, I can expand my expertise and control over critical outreach campaigns from start to finish.”

For more information about financial strategies for Asian-Indian professionals, log on to massmutual.com/asianindian. To learn more about a financial services career with MassMutual, visit massmutual.com/careers or call Nimesh Trivedi at 413-744-1244.

Founded in 1851, MassMutual is a leading mutual life insurance company that is run for the benefit of its members and participating policyholders. The company has a long history of financial strength and strong performance, and although dividends are not guaranteed, MassMutual has paid dividends to eligible participating policyholders consistently since the 1860s. With whole life insurance as its foundation, MassMutual provides products to help meet the financial needs of clients, such as life insurance, disability income insurance, long-term care insurance, retirement/401(k) plan services, and annuities. In addition, the company’s strong and growing network of financial professionals helps clients make good financial decisions for the long-term.