No stranger to the startup world, Anu founded Watermelon PR in 2003, growing it into one of the strongest local independent public relations agencies in Dubai, UAE, where she lived from 2003-2008. Watermelon Communications continues to grow as a leading local communications agency in UAE.

After relocating to Singapore, Anu decided to take a sabbatical to devote her time to nurturing her two young daughters. Her reentry into the business world occurred in 2015 when she had the opportunity to immerse herself in Singapore’s gradually flourishing startup and technology sector.

Since joining APRW, Anu has dedicated herself to establishing a robust and specialized practice centered around enhancing credibility and effectively managing communications and crisis for rapidly expanding technology companies spanning across verticals not just in Singapore but also regionally. This vision led APRW to markets across Southeast Asia, with Indonesia taking lead. Over the years, her team has played an instrumental role in steering communication strategies for esteemed public universities, grassroots organisations, as well as governmental and associational entities in Singapore, all with the aim of championing their commitment to fostering entrepreneurship, innovation, and digital transformation. Furthermore, her team takes the lead in a grassroots initiative, in collaboration with the Bedok Youth Network (People’s Association) in East Coast GRC, dedicated to instilling the spirit of entrepreneurship among the youth in Singapore.

In 2019, she took the lead in guiding the agency’s strategic move to establish its inaugural office in Indonesia, under the support of Enterprise Singapore. This forward-thinking endeavour has positioned APRW as a strategic partner for companies seeking to expand their reach across international borders, particularly into the Indonesian market, and she also oversees a dedicated team operating in Indonesia.

Anu represents APRW as the APAC President on the Global Board of IPREX, a prominent global communication network that APRW became a part of in 2020. IPREX boasts a roster of exceptional independent public relations and communication agencies across over 100 worldwide markets, comprising a team of over 1,100 communication professionals. In her role at IPREX, Anu is tasked with heightening awareness and providing education to our partners regarding Singapore’s increasing significance in the ASEAN region and the global stage. This involves leveraging the influx of international business into the region, aiding APRW’s clients in expanding their reach on a global scale, and collaborating harmoniously with IPREX partners to develop initiatives that result in worldwide exposure for APRW’s personnel. Starting in January 2024, APRW has been extended an invitation to join the Global Board of IPREX for a two-year term. APRW is the Southeast Asia representative of IPREX.

Anu dedicates a significant portion of her professional endeavours to providing mentorship to founders and emerging startups, leading educational sessions on the significance of reputation management, brand development, and public relations and coaching Founders. Her current roles include serving as a Charter Member of TiE (The Indus Entrepreneurs) Singapore Chapter and holding a position as a Council Member within SingCham (Singapore Chamber of Commerce of Indonesia).