Marketing guru Shunu Sen passed away in the early hours of Friday following a cardiac arrest.

Sen, who started his career as a management trainee at Hindustan Lever in 1960, retired from the company in 1995 as marketing director.

Highly regarded in industry circles for his understanding and practice of marketing principals, Sen has to his credit several successful brand launches as well as turnaround of specific business divisions within HLL.

Sen started a marketing advisory company, Quadra Advisory, in 1998.

Ashok Soota, president, Confederation of Indian Industry, expressed grief at the passing away of Shunu Sen. "His demise was an irreparable loss to CII," he said.

"Besides being a legend in the field of marketing in India, Sen was one of India's ablest marketing professionals. He was a very warm person, a man of high values, very accessible and sensitive to the needs of his associates. He was a visionary who introduced many innovative ideas in the Indian market place and was instrumental in highlighting  the importance and essence of branding in the country," the CII president said in a media release.

Sen was also the chairman of the CII Marketing Committee. Under his leadership, CII saw two very successful marketing summits. He also undertook the training of CII staff in marketing strategies.

After his retirement from Hindustan Lever, Sen did a two-year assignment for the RPG Group as president (marketing services), RPG Enterprises.

Sen was also member and office bearer of professional institutions such as the Advertising Club, Mumbai, ABC, ISA and MRSI.