Ashraf El Afifi is both president of Henkel in India, Middle East and Africa, and regional head for Laundry & Home Care in Middle East/Africa and Asia Pacific. He joined Henkel in Egypt in 1992 as a brand manager and then worked his way up within the organisation through various leadership roles on local, regional as well as global levels. In 2011, he became one of the top 30 executives in Henkel and the first to be promoted to this level from an emerging market. Since assuming the role of president in 2010, he has reinforced the company’s portfolio in the region and has always underpinned the mission of serving consumers and customers.