23 September 2023 | B W BUSINESSWORLD | 101 People must be put at the heart of strategies, advises top marketer Gunjit Jain under whose leadership, Colgate-Palmolive continues to be in a dominant position among its consumers By Rajany Pradhan EMPOWERING BRANDS VIA PEOPLE CENTRIC MARKETING COLGATE-PALMOLIVE commands strong brand recall but oral care is also a category that has seen tough competition with several options coming to the fore from established and newer players. In its growth pursuit, the brand’s marketing has worked as a true differentiator. For Gunjit Jain, who took charge of the company’s marketing earlier this year, India offers many opportunities to grow, keeping it among the important markets for the company. Returning to the country after a decade, Jain asserts India’s status as a thriving market despite conversations of a global slowdown. He points to factors such as a successful wheat crop, favourable monsoon and controlled inflation as signs of India’s resilience. While brands continue to invest, Jain highlights the importance of understanding the extent of these investments and the overall market sentiment. Effectiveness & Efficiency Jain dissuades seeing media in any silos or standalone components but as part of a larger plan. He says that the choice of media, whether digital and newer forms of media or traditional, must be based on its effectiveness and efficiency in reaching and converting consumers. For FMCG companies such as Colgate, which cater to a broad audience, a TOP MARKETERS balanced approach that combines traditional and digital media remains essential. In terms of emerging technologies, particularly the likes of Generative AI (artificial intelligence), and its impact on the role of chief marketing officers and creative professionals, Jain acknowledges this to be an exciting and developing space, with marketers from various industries exploring its potential. However, marketers must focus on three core functions -- strategy, commercial planning and execution, and everything else falls in the realm of enabling these. People-centric The marketing landscape in India is changing fast as the ecosystem undergoes a reset. Connecting with consumers requires many dimensions and layers, and amid these, Jain speaks about the enduring importance of captivating content despite shrinking attention spans. He underlines the significance of maintaining a people-centric approach in a data-driven world but he also urges marketers to resist becoming overly consumed by data and technology. Personal and emotional connections with consumers must be prioritised for any brand to resonate with consumers. Jain’s message to fellow marketers is to maintain a people-centric focus and continue fostering emotional connections. In an era marked by rapid technological advancements, his insights serve as a poignant reminder that at its core, marketing revolves around understanding and engaging with people, even as the tools and channels of the trade continue to evolve. [email protected] FMCG (ORAL CARE ) MARKETING ADVERTISING & GUNJIT JAIN Executive Vice President, Marketing, Colgate-Palmolive (India) Photograph by Naval Kishor
102 | B W BUSINESSWORLD | 23 September 2023 Saurabh Jain speaks on the importance of marrying good business with doing good for all, something that he achieves at Reckitt every day By Team BW MARKETING FOR GOOD A DYNAMIC FORCE IN THE world of consumer goods marketing, Saurabh Jain comes with a rich and diverse background in brand management. He has consistently demonstrated a knack for driving growth and innovation. His leadership at Reckitt has been marked by his commitment towards keeping consumers at the heart of not only core marketing decisions but all aspects of its growth strategies. Consumer behaviours and expectations are evolving rapidly and Jain has steered his team to adapt to these changes. Marketers and brands are in a unique position to impact consumer habits and instil changes that improve human lives and benefit the generations to come. Jain takes this aspect of marketing seriously. “As marketers, we have a great responsibility for shaping consumer behaviour for good. At Reckitt, I feel privileged for marrying good business while doing good as well,” he says while accepting the BW Top Marketers award. The Social Impact Brands under Jain’s charge at Reckitt include the likes of Harpic that have associated with larger causes and sustainable development goals impacting water and sanitation. The company took into consideration the 55 per cent of people who don’t have access to safely managed sanitation, and in line with its purTOP MARKETERS pose, Harpic led the company’s fight against the global sanitation crisis, associating with World Toilet Day. Its campaign on ‘making the invisible visible’, with a focus on the impact that the sanitation crisis has on groundwater, spreading human waste into rivers, lakes and soil, polluting underground water resources, drew significant attention to the concern. In 2022, Reckitt’s partnership with Water.org also translated into encouraging numbers such as 677,000 people now have better access to sanitation and over 154,135 investments made in better sanitation solutions. From a business perspective, globally, the group is now 28 per cent larger than it was in 2019 on a like-forlike net revenue basis, with India being a significant contributor. Data Driven In addition to the big-picture impact, Jain’s emphasis on datadriven decision-making, market research and understanding consumer insights has been pivotal in crafting effective marketing campaigns for the company. Under his guidance, Reckitt has launched several successful products and initiatives, solidifying its position as a market leader in the South Asian region. His strategic vision and ability to foster cross-functional collaboration have been instrumental in driving brand growth and profitability. He is known for his thought leadership in the industry, sharing insights on the ever-changing dynamics of consumer goods marketing. FMCG MARKETING ADVERTISING & SAURABH JAIN Regional Marketing Director-Hygiene, Reckitt - South Asia Photograph by Naval Kishor
104 | B W BUSINESSWORLD | 23 September 2023 Varun Kandhari points out that the central purpose of marketing has always been about generating growth for a company By Rajany Pradhan PRIORITISING STRATEGY AND INSIGHTS MARKETING IS A GROWTH centre, and according to Varun Kandhari, this has always been the case. The top marketer believes that marketing needs to align with and deliver on business objectives to remain relevant within a company and as an industry. “Marketing spends are viewed as investments in building relevance and connecting with audiences and consumers even during challenging times, and this goes to show that those who understand that marketing is an investment and not a cost, benefit from it,” says Kandhari. Kandhari’s argument is supported by several examples in the last many years, especially in the face of global uncertainties and challenges. Evolved businesses understand this and more are joining this school of thought. For him, it is an exciting time for marketers as several new trends are coming to the fore that are changing the way marketers engage with consumers. Some of these include the increasing use of data, personalised marketing, emerging technologies such as Generative AI (artificial intelligence) and the need to adapt to changing audience behaviour and attention spans. “There is so much to watch out for in the coming years,” says Kandhari, explaining that every challenge has come with new and exciting opportunities. TOP MARKETERS Solutions Driven In the fast-evolving media landscape, Kandhari acknowledges audience fragmentation and the concern it can pose to marketers. This being said, unlike the era of mass marketing at one point, every media has a role to play and serves a specific purpose today. There are also the likes of precision marketing, fuelled by data, coming into play. Kandhari stresses the importance of first-party data and its role beyond the top of the funnel. Marketers, he notes, needed to use data for targeting, retargeting and creating meaningful consumer experiences. In context to the outlook for marketing budgets in FY24, Kandhari expresses optimism about India’s position despite the global headwinds. He highlights the growth trajectory across multiple industries and the increasing demand for various products and services. Kandhari firmly believes that ad spends in India will continue to rise, even if the situation faces some hurdles. Be Curious Kandhari’s advice to his peers and also to people looking at marketing as a career is to “just be curious”. He encourages young professionals to keep learning and remain adaptable to the evolving marketing landscape. Technology opens up many stimulating options but that should not distract young marketers from marketing principles. Marketing continues to be the only function that can understand a consumer’s needs, preference and changing behaviour. [email protected] FMCG (CONFECTIONARY) MARKETING ADVERTISING & VARUN KANDHARI Director Marketing & Customer Marketing, Mars Wrigley Photograph by Naval Kishor
23 September 2023 | B W BUSINESSWORLD | 105 S. Prasanna Rai’s work in the last year saw Wipro Consumer Care brands ask bigger questions and challenge norms By Team BW MAKING A DIFFERENCE TOP MARKETERS U NLIKE othe r F M C G companies that largely p r o v i d e a very spe - cific functional exposure, the brand role in Wipro prepares an individual for overall business exposure with a skillset improvement that enables taking over the responsibility of a general manager or a CEO. This is one of the reasons why S. Prasanna Rai has grown with the company over the last 12 years. In his role at Wipro, he has had diverse exposures and growth opportunities that, in turn, provided him with strategic and operational business growth experience. Rai has injected this into the work that was seen last year from Wipro Consumer Care brands which resulted in growth in the marketplace. A Refreshing ‘Refresh’ One of the examples was seen in the flagship brand Santoor soap. In this category, which is almost 100 per cent penetrated in all households, the fight eventually boils down to brand share. Late last year, Wipro launched a massive campaign, repositioning Santoor with the tagline of ‘young soch’ to connect with the evolving Indian women. “The key strength of Santoor has been the uniformity in communicating the core proposition of younger-looking skin while refreshing the context and showcasing the aspirations of the young women today. Keeping the essence of Santoor in mind, we are telling a brand new story of the Santoor woman,” Rai explained. FMCG MARKETING ADVERTISING & Santoor’s approach was differentiated from its earlier endeavours and Wipro Consumer Care went the extra mile in getting the message out. From themes such as women returning from maternity breaks to young women leaders, Santoor’s ‘young mom’ has come a long way from simply looking young. As Rai says, the brand Santoor wants to “adapt to the changes” in society while positioning itself as the soap for young thinking. Proof of the Pudding The success was seen in the numbers as well. In FY23 sales, Wipro Consumer Care and Lighting crossed Rs 10,000 crore, registering multi-market growth. Santoor was the number two soap brand in India with sales of over Rs 2,650 crore and its female toiletries brand Enchanteur has also crossed Rs 1,000 crore. The lighting business crossed Rs 1,000 crore in FY23. Similar to a startup culture, the brand team at Wipro drives like a business head, making cross-functional decisions, something that keeps leaders such as Rai excited. At present, in addition to his role as CMO, he also heads the ecommerce business for Wipro Consumer Care and Lighting. Rai believes the team’s passion, business-driven culture and collaborative working at the company are among the reasons for its continued growth. S. PRASANNA RAI Chief Marketing Officer & Head - Ecommerce Business, Wipro Consumer Care and Lighting Photograph by Naval Kishor
106 | B W BUSINESSWORLD | 23 September 2023 Under Zoher Kapuswala’s leadership, Ferrero Rocher and its new variants found success in India’s competitive chocolates category By Rajany Pradhan CREATING SUCCESSFUL MOMENTS F ERRERO ROCHER MAY be a brand of great salience globally but in India, its competition was with well-settled category leaders. Under Zoher Kapuswalla’s marketing leadership not only did the Ferrero Rocher brand find a foothold in the market but also the likes of Ferrero Rocher Moments saw success. This however is only a beginning for Kapuswala. India is the world’s fifth-largest economy by GDP but ranks eighth in advertising spends, leaving room for expansion. The marketing leader sees this as an opportunity for marketers and attributes India’s resilience to its consumption-driven economy and its diverse and evolving population. Accelerated Growth Kapuswala believes India is on an accelerated path to becoming the third-largest economy globally, reflecting a similar trajectory in advertising spending. Be believes newer technologies will aid in this transition. Marketers have newer tools today to harness the power of data for personalised marketing and mass customisation. Marketers are also finding new ways to navigate the complex data landscapes. Kapuswala also underscores the growing importance of sustainability in marketing. Purposedriven brands resonate with consumers and sustainability initiatives are crucial for companies looking to differentiate themselves in a crowded marketplace. TOP MARKETERS ZOHER KAPUSWALA Lead Marketing, Ferrero India Brands (Ferrero Rocher, Nutella & Tic Tac) MARKETING IS evolving and traditional and new-age media are complementing each other rather than replacing one another. Both continue to be vital in reaching and engaging consumers effectively,” remarks Ankit Desai, whose marketing leadership in the last year ensured that the Hershey Company in India stayed on a growth trajectory. The Indian chocolate market was valued at $2.1 billion in 2022 and is projected to reach $4.3 billion by 2030, growing at a CAGR of 8.1 per cent from 2023 to 2030, as per a Verified Market Research report. Desai is optimistic about India’s marketing landscape per se. He highlights the nation’s growing middle class and fierce market competition as factors supporting ongoing investments in marketing. “Competition is super strong in India, and everybody will invest here,” he says. Growing Marketing Trends Desai also delves into the importance of resilience and agility in marketing, emphasising the roles of social media, content marketing, and integrated experiential planning. “Staying consumer-centric and authentic in brand messaging is very important in today’s times,” he advises. For him, prioritising authenticity, consistency, consumer-centricity and adaptability are all important areas for marketers to focus on in order to grow in the times ahead that will be marked by a global slowdown and other uncertainties. ANKIT DESAI CMO India, Hershey Company BEATING FIERCE COMPETITION India’s growing consumer base and enhanced competition are pushing investments into marketing, says Ankit Desai By Team BW MARKETING ADVERTISING & FMCG (CHOCOLATES) Photographs by Naval Kishor
23 September 2023 | B W BUSINESSWORLD | 107 TOP MARKETERS AMEDEO ARAGONA Marketing Head, Kinder Brands, Ferrero India KINDER BRANDS FROM Ferrero face the challenge of internal and external competition in India. Even though the brand enjoys strong equity globally, in India, ‘spreading the joy’ needed work and Amedeo Aragona was able to do this with varied marketing initiatives. Citing a large and growing consumer base across tiers, Aragona asserts that market conditions and global attention are some of the reasons driving marketing investments in India. “Everyone is investing here and it is critical to be able to connect with consumers. I see this only growing in the time to come,” he says. Storytelling, The Holy Grail Even as the discussions around technology are once again posing the existential question of human involvement, Aragona dismisses concerns about job redundancy. He believes that marketers have the unique ability to infuse emotion and storytelling into their work, something that artificial intelligence cannot replicate. He states, “Whether now or in the future, we will still need a human being to drive marketing.” As to the significance of data in precision marketing, he highlights Ferrero’s commitment to studying consumer behaviour. He stresses that data plays a pivotal role in distinguishing between good and bad brand decisions and advises young marketers to stay updated on emerging trends and grasp the evolving consumer landscape. THE MARKETING DOMAIN IN INDIA will thrive in the time to come. Gunjan Khetan attributes this not only to the growing economy but also to the large untapped consumer base. “Marketing budgets will remain resilient. The challenge for marketers is how to drive the growth and capture the opportunity,” says Khetan. Market penetration and consumption in underpenetrated categories, such as confectionery, is a clear area in a market like India with substantive headroom for growth. Legacy platforms must embrace technology faster to stay relevant, especially among younger audiences, warns Khetan. He adds, “I expect linear TV to go down to an extent, but at the same time, smart television viewing or connected TV as they call it, is going to increase over the next few years. Print needs to adapt faster.” Bigger Challenges Ahead Marketers will also have to face data regulation and the shift to a cookieless world soon. “Data being monitored and the experiences being monitored is a constraint for marketers as it will need marketers to balance relevance and privacy,” says Khetan. For aspiring marketers, Khetan advises continuous upskilling and a deep understanding of technology. He also says that marketers cannot lose focus on understanding and engaging consumers to grow their businesses. Amedeo Aragona’s work at Kinder enabled the brand to click with young consumers in India By Team BW INFUSING EMOTIONS & STORYTELLING Gunjan Khetan says continuous upskilling and a deep understanding of technology is a must for aspiring marketers By Reema Bhaduri DRIVING GROWTH IN MARKETING GUNJAN KHETAN Marketing Director, Perfetti Van Melle India MARKETING ADVERTISING & FMCG (CONFECTIONARY) Photograph by Naval Kishor
108 | B W BUSINESSWORLD | 23 September 2023 TOP MARKETERS VINEETH VISWAMBHARAN Associate Vice-President of Marketing & Sales, Adani Wilmar I N AN ERA OF dynamic market shifts, Vineeth Viswambharan has an interesting take on marketing strategies. Predicting an uninterrupted growth trajectory for the staple commodity foods business, he emphasises the recession-resistant nature of essential food products. He says, “For us, you will see a consistent growth in ad spends, consistent growth in shares of voice and in use and expansion of use of media across traditional and digital.” Hybrid Solutions Viswambharan says that a hybrid approach, that balances traditional and digital channels, will be the one to prevail. “We are seeing pure play digital for some of our products and also the conventional way of top of the funnel, traditional media and bottom of the funnel for some of the more evolved channels,” he explains adding that while urban segments are served through digital marketing, the core market continues to rely on traditional media for brand building. Addressing the impact of generative AI (artificial intelligence) on marketing, he dismisses concerns about technology replacing marketers, underscoring the irreplaceable role of human creativity and empathy in the field. Viswambharan also advises gaining first-hand consumer insights and the need for a strong foundation for consumer motivations and behaviours. BISLERI’S WORK IN THE last year continued its efforts to be seen as a brand that resonates with a young India, creating a stronger foothold for itself across consumer groups and markets. As the head of marketing for the beverage company, Tushar Malhotra can be credited with the brand ethos and successful collaborations that have enabled it to maintain this position. Malhotra is among those marketing leaders who believe that legacy media such as TV and print are growing alongside digital. He explains, “India is a vast country with a population exceeding a billion people. While digital marketing has extensive reach, TV continues to hold a significant role, particularly for mass brands aiming to rapidly increase awareness. This remains a key aspect of marketing strategy.” Human Creativity Rules In the age of artificial intelligence (AI), Tushar emphasises the irreplaceable role of human creativity, insights and understanding in marketing. AI, while useful, cannot replicate the human touch, believes the marketer. Switching to sustainability and purpose-driven marketing, he underscores the importance of honesty and commitment. He cites Bisleri’s sustainability programme ‘Greener Promise’ as a testament to the company’s dedication to environmental responsibility. Malhotra advocates simplicity, hard work and keeping the consumer at the core of every marketing endeavour as the growth mantra. Vineeth Viswambharan believes some aspects of marketing are like essential foods, beating any slowdown By Team BW RECESSION RESISTANT Bisleri’s marketing endeavours have re-energised its brand image with Tushar Malhotra at the lead By Rajany Pradhan CONNECTING WITH A YOUNG INDIA FMCG (BEVERAGE) TUSHAR MALHOTRA Marketing Head, Bisleri MARKETING ADVERTISING & FMCG Photographs by Naval Kishor
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110 | B W BUSINESSWORLD | 23 September 2023 As India defies the global economic slowdown, Raj Rishi Singh says that opportunities for growth are aplenty By Team BW BULLISH ON INDIA I N A YEAR OVERSHADOWED by global economic uncertainty, India stands as a beacon of optimism. On this note, Raj Rishi Singh states that India’s marketing investments are poised for growth in the year ahead. Despite global challenges, maintaining consistent consumer outreach will remain vital for brands. “It’s important to be consistent. Especially B2C (business-to-consumer) brands need to invest behind the consumer continuously,” he states, reiterating the significance of strategic and continuous investment in reaching consumers. There is also a need for brands to stay the course and differentiate themselves in this age of enhanced competition. Traditional vs Digital The Indian media landscape is fast changing not only due to the advent of tech but also due to the change in content consumption patterns and overall consumer behaviour. Singh acknowledges the rise of digital dominance. However, he says that a blend of traditional and digital media will persist in a country like India. “The mix of digital will definitely go up but old economy media will remain salient for a long time,” he notes. The choice between these channels depends on the target audience and their digital presence. While digital media is on the ascendant, traditional media continues to be powerful for certain demographics and categories. Singh points out that marketers must view marketing as a business role, not just brand marketing. They should actively contribute to strategic decision-making and revenue generation, sitting at the helm of problemsolving. He also highlights the necessity for marketers to be tech-savvy and innovative. “It is extremely important for today’s CMO to be cognizant of technology, to keep experimenting with new tools and ensure they make it a part of their marketing programme,” he says. The Future of Marketing Delving into marketing trends ahead, Singh draws attention to the pivotal role of technology. He envisions a future driven by technologyenabled personalisation, with generative tech shaping social content strategies. He also notes the ‘art’ of marketing, highlighting the importance of context-building alongside technological advances. Data privacy is a paramount concern in this evolving landscape. Singh advises on the importance of using data transparently, respecting consumer consent, and safeguarding their data. He encourages marketers to embrace change and not confine themselves to traditional marketing roles. “Marketing professionals cannot limit themselves to just being the typical marketer today. They have to be like a generalist,” he states. The modern marketer must be a versatile generalist, who understands technology, business and takes a holistic approach. ONLINE TRAVEL (OTA) RAJ RISHI SINGH Chief Marketing & Business Officer, MakeMyTrip TOP MARKETERS MARKETING ADVERTISING &
23 September 2023 | B W BUSINESSWORLD | 111 Himanshu Khanna believes marketing is about bringing change in consumer behaviour, changing the world for the better By Reema Bhaduri MAKING BEHAVIOURAL SHIFTS TOP MARKETERS I NDIA IS UNDERGOING a marketing resurgence and for Himanshu Khanna, this is the right time for brands and businesses to make the most of connecting with consumers and growing the market base. Businesses have a clear path of growth ahead of them and marketing must play its role in illuminating this road. “India’s unique demographic advantage, once viewed as a challenge, has now become a marketer’s delight,” says Khanna. He explains that the country’s demand for products, coupled with a surge in innovation, will continue to drive the industry. For Khanna, marketing is and will remain at the core of connecting products with consumers, making marketing an integral part of every growth plan. “Every organisation has its objectives and a set of consumers it wants to reach out to, or the depth with which it would want to do so. Marketing stratagems and media mixes are created based on this,” Khanna reflects. Consumers come ahead of the media, and not the other way around, he adds. The Conduit Khanna points out that marketers are the bridge between the product and the consumers. They act as the channel through which information flows, helpRETAIL (FABRIC & FASHION) MARKETING ADVERTISING & ing organisations align their products with consumer desires, and finding the right mechanisms to reach them. With consumer trends evolving rapidly, change is more so a constant today. It needs a marketer’s experience and expert skills to gauge trends, find solutions and bring order to the chaos. “If something took five years to change, now it’s changing in five months. Chief marketing officers are transitioning into chief growth officers, reflecting the shift from creating aesthetically pleasing ads to crafting campaigns that drive tangible results,” he says. Sustainability Matters In the new normal, marketers will need to understand the importance of sustainability and steer clear from the like of ‘woke-washing’. Khanna distinguishes between attitude and behaviour. While attitudes may change swiftly, changing behaviours requires time. In this context, he advises, “A marketer’s job is to make people aware of the benefits of sustainability and why eco-friendly choices are not just about a fad or good-to-do. They are a must.” He believes that by educating consumers on the advantages of sustainable products, marketers can facilitate a shift in behaviour over time, which once again is a trait expected of marketing. Khanna’s advice for the marketing professions is to “get your hands dirty”. For those aspiring to be future marketers, he says nothing teaches like starting from the ground up and gaining firsthand experience of the market dynamics. [email protected] HIMANSHU KHANNA Chief Marketing Officer, Raymond Photograph by Naval Kishor
112 | B W BUSINESSWORLD | 23 September 2023 Top marketer Amit Tiwari unlocks marketing’s potential with data, tradition and a philosophy rooted in business growth By Reema Bhaduri FROM BRAND RECOGNITION TO ACTION I N THE EVER-EVOLVING world of marketing, Amit Tiwari stands as a seasoned veteran with experience not only spanning different sectors but also someone who has seen the rise of new media and its impact on modern marketing. The industry’s transformation and the critical role of data in shaping precision marketing are some areas of his expertise. In the digital age, the relevance of traditional media such as TV and print has been a subject of debate. Tiwari asserts that every medium continues to grow and coexist. He cites big-ticket properties such as the upcoming Men’s World Cup that serve as catalysts drawing both brands and consumers. “If you see data of the last five to six years, many ecommerce players are big in terms of festival sales to build up. Print, digital, and TV all play essential roles in today’s diverse media landscape, and the growth will continue across the board,” he notes. Rise of Data-driven Marketing Tiwari explains the concept of a data-driven operating model that highlights the critical role of data in decision-making. He explains that data is essential for targeting audiences, selecting media channels and tailoring marketing strategies. Precision marketing, a subset of this model, relies on data to create relevant and personalised experiences at scale. According to Tiwari, “Data is the driving force behind modern marketing’s ability to deliver exceptional results.” The age-old debate of whether marketing is a cost centre or a growth generator persists. Tiwari firmly aligns with the latter viewpoint. Marketing — A Growth Engine Tiwari argues that marketing is not a cost but rather the engine that generates demand and awareness for products. Drawing from his extensive career in marketing, he asserts that marketing is the force that propels consumers from brand recognition to action. While the indus tr y ’s perception on this matter may vary, Tiwari’s stance remains steadfast, which is that marketing is the “heartbeat of business growth”. “Every industry behaves in different patterns with varied shifts and waves to look for in marketing. If you see the larger picture, however, marketing is the only aspect that focuses on everything from brand to demand. Marketing manages this flow in the entire ecosystem,” Tiwari explains. With a wealth of experience and an unwavering belief in the power of marketing, Tiwari is among the leaders who are shaping the marketing landscape in India. His advice to understand and balance the new with the old is pertinent to the evolution of the sector itself, and its impact on businesses. [email protected] TECHNOLOGY AMIT TIWARI Global Head of Marketing Demand Centre, TCS TOP MARKETERS MARKETING ADVERTISING & Photograph by Naval Kishor
23 September 2023 | B W BUSINESSWORLD | 113 TOP MARKETERS ARVIND SAXENA Senior GM & Head - Marketing & Corporate Communications, NEC Corporation India AS INDIA’S MEDIA landscape and consumer behaviour continue to evolve, Arvind Saxena, the senior general manager & head of marketing at NEC Corporation India advises on the need for “judicious” marketing spends, while keeping an eye out for the growing trend of brand building within ecosystems, harnessing partnerships, employees and suppliers to create a meaningful impact. Saxena believes that true brand credibility lies in third-party reporting and reputation management. “Print, television, OOH, a little bit of radio and some of the OTT platforms put together will create a bouquet of marketing activities that marketers can showcase.” The future of media will be a blend where traditional and digital media coexist to form a comprehensive marketing strategy. Technology-aided Performance New technologies such as AI will be “just another tool that will aid better performance”, according to Saxena. Saxena is a believer in purpose-driven marketing and sustainability but he says that purpose should drive sustainability. Purpose-led brands yield higher employee and customer engagement, foster innovation and ensure long-term sustenance. Not just in this aspect, but overall, he encourages marketers to simplify their messages and think from the perspective of their audience. I N THE EVER-EVOLVING marketing terrain, where online marketing spends is surging, Amrita Thapar, the director of experiential marketing at Microsoft overseeing India, Japan and Southeast Asia, draws attention to the enduring relevance of legacy media for brand awareness. Until recently, the chief marketing officer at the big tech company, Thapar says, “While demand or performance marketing is great and moves to digital, awareness is always still going to look at a healthy mix, which includes print, and television.” She says that these traditional channels will maintain their place in the media mix, particularly for high-impact moments such as sports events and elections. Balancing Data & Privacy Thapar’s view on the ongoing debate between data and privacy is to find the right equilibrium. She says, “Data will continue to be relevant, but privacy is equally important.” While data remains vital, companies must proactively adopt regulations to stay ahead of the curve. For aspiring marketers, she advocates a holistic approach to marketing. She compares the industry to a marathon that needs long-term thinking and insights. She states, “Marketing is equal part creativity and equal part science and analytics.” Thapar states that marketing requires dedication and a deep understanding of audience dynamics, demand generation and brand metrics. Arvind Saxena advises simplifying marketing messages and ideas, keeping the consumer in mind By Reema Bhaduri KEEP IT SIMPLE Amrita Thapar delves into the evolving marketing landscape and the enduring relevance of traditional media By Reema Bhaduri NURTURING MARKETING TODAY AMRITA THAPAR Director Experiential Marketing, Microsoft (India, Japan and Southeast Asia) MARKETING ADVERTISING & TECHNOLOGY Photographs by Naval Kishor
114 | B W BUSINESSWORLD | 23 September 2023 Roshni Das believes that this is the right time for marketers to play their role of impacting culture and driving growth By Team BW THE BEST TIME TO BE IN MARKETING TOP MARKETERS I NTEL IS COUNTED among the top names in the technology space despite being a brand that empowers other brands. In India, Intel has continued its efforts to stay connected with its different kinds of consumers, and Roshni Das has grown in the ranks to look at markets beyond India, as she leads the marketing leadership at the company to newer heights. In a conversation with BW Businessworld, this top marketer provided insights into the role of marketers, the future of marketing budgets, the interplay between media, the impact of technology and the rise of sustainability. Creating Value Das emphasises India’s growth potential, driven particularly by the country’s vibrant digital landscape and thereby reflected in the rise of marketing spends in the country. “India is a bright spot in the APAC and Japan region, thanks to rapid digitisation. Irrespective of budget fluctuations though, it is important for us, as marketers, to focus on proving value, driving efficiency, growth and value creation,” she says. “This is the best time to be in marketing because as marketTECHNOLOGY MARKETING ADVERTISING & ers, we have the power to shape culture,” Das comments on a broader note, stating that the time is now to embrace technological innovations and understand changing consumer behaviour. “We don’t have the option to ignore the likes of artificial intelligence (AI) or Generative AI. The faster we unlearn and adapt, the better equipped we will be,” she remarks. Marketers should understand the importance of asking the right questions and leveraging available tools to enhance efficiency and creativity. Sustainability In Marketing In context to the increase in purposedriven marketing or sustainability in messaging, Das cautions against woke-washing, asserting authenticity. This concern is shared by the industry per se as many brands are seen supporting a cause in their messaging but not in their action. Das points out that sustainability efforts should be integrated into a brand’s product narrative and extended to green advertising practices. This will continue to be an important area of focus for young marketers, some of whom are still coming to terms with what marketing means in the present technologydriven world. For these aspiring marketers, Das has some simple advice. “Embrace change, keep learning, play with tools and add value,” she says. She encourages young marketers to seize the opportunities presented by digital disruption, striving to create mutual value for consumers. The time ahead with bring newer challenges for technology marketing leaders as their strategies must drive business and marketing spends must show returns on investments. However, for Das, this is business as usual, keeping her among top marketing leaders. ROSHNI DAS GM & Regional CMO, Asia Pac & Japan, Marketing & Partner Scale, Intel Solutions & Services India Photograph by Naval Kishor
23 September 2023 | B W BUSINESSWORLD | 115 Swiggy’s Aparna Giridhar on setting a course through the waves of adaptive marketing By Reema Bhaduri STEERING MARKETING’S EVOLVING TRAJECTORY HAILING FROM A STRONG FMCG background, Aparna Giridhar brings a unique perspective to India’s food delivery industry as the vice president of marketing at Swiggy. Despite the rise and rise of digital in India, Giridhar believes that traditional media will not lose its relevance just yet. She also predicts that marketing investments are likely to flow towards sectors with positive growth trajectories. “While innovations and impactful properties may gain ground, the choice of media in our country will always be tailored based on what the consumer consumes as media & not so much broader industry trends,” states Giridhar. Marketing as a Growth Driver Giridhar is among the marketing leaders who believe that the growing influence of generative AI in marketing is still in the early stages. “This being said, AI’s impact will be profound across marketing, insights and creativity as a tool that helps drive agility and variety.” Marketers should actively develop AI skills to leverage its potential for agility and variety. Marketing is perhaps the only function in a company that prioritises a consumer-centric approach and builds brand affinity. Due to this, it must be viewed as a contributor to growth. “The shift from mere ‘user acquisition’ to a deeper focus on ‘consumer intimacy’ is the key to success,” says Giridhar. FOOD DELIVERY WE WERE STUPID t o o v e r t h i n k t h e metaverse a year ago, and we are also stupid to write it off now,” says seasoned marketer, Karthi Marshan, arguing that while the pace at which technology is changing is faster than ever before, it takes time to see its real value. “When Gen Z was just born, India’s first 3D film ‘Chhota Chetan’ was released. Now, nearly 26 years later, we are still grappling with how to make the most of 3D,” Marshan adds. The Real Maverick M a r s h a n s p e n t nearly 17 years at the Kotak Mahindra Bank before stepping down as its president and chief marketing officer earlier this year. If there is one thing that can be expected from this top marketer, it is to challenge popular thinking. When everyone is talking about marketers becoming CEOs, Marshan urges young talent to consider marketing for what marketing is. “It is still the most fun you can have with your clothes on,” he says, borrowing the words of famed ad man Jerry Della Femina. “Storytelling is what differentiates us from other species and even from technology. It will sustain us as a race and is also a way of feeding the soul. Everything else comes and goes, but this is here to stay,” he says. KARTHI MARSHAN Communicator. Marketer. Learner. STORYTELLING, THE ONLY DIFFERENTIATOR Storytelling differentiates humans from everything else and remains the only constant, advises Karthi Marshan By Team BW APARNA GIRIDHAR Vice President Marketing, Swiggy TOP MARKETERS MARKETING ADVERTISING & Photograph by Naval Kishor
116 | B W BUSINESSWORLD | 23 September 2023 Deepali Naair advises that marketing has a distinct responsibility to deliver on both the long-term and short-term objectives of a company By Reema Bhaduri THINKING THE LONG AND THE SHORT TERM TOP MARKETERS I N AN ERA characterised by rapid technological advancements and related shifts in consumer behaviours, Deepali Naair is among the rare breed of women tech marketing leaders. Naair is a firm believer in making the marketing dollar work hard to achieve business objectives. It is due to this that Naair has prioritised the likes of performance marketing and precision in spending. “Performance marketing is led by digital and therefore, I see a clear growth in digital spends in the time to come. India is a high-growth market for global companies. In a way, this increases pressure on businesses to deliver results. Marketing should share this burden,” Naair observes. Marketing must also show a very clear return on investment (ROI) to secure budget allocations. She explains that India will see all media, digital and legacy, grow for some time as market sentiment and the business environment enable this. Rise of Newer Trends Naair identifies three overarching trends that are impacting marketing decision-making in India. The first among these is digital marketing. “Most marketers are getting involved with common marketing automation and are trying to move greater spends towards digital marketing,” she says. Secondly, the demand for content marketing expertise is rising as brands recognise the importance of crafting compelling narratives. GROUP CMO MARKETING ADVERTISING & She says, “Content creation is becoming an ecosystem in its own right as it leads to demand for people who can create and understand content that resonates with consumers.” Finally, Naair anticipates that brands will increasingly experiment with Generative AI (artificial intelligence) tools in-house, particularly in below-theline agencies, to generate high-volume creatives cost-effectively. “Generative AI, while a powerful tool, requires a strategic brief to lead it, ownership and editorial supervision to align with a brand’s purpose effectively,” Naair cautions. Evolving Role Naair says marketing is transitioning from being viewed as a cost centre to becoming a growth generator. Its multifaceted responsibilities span brand building, customer experience enhancement and strategic input into product development. At the same time, marketing must also excel in short-term performance metrics. Naair points out, “It is equally imperative for brands to not compromise longterm growth generation role of marketing for the sake of short term sales growth.” Marketing, as a function, has undergone a massive transformation in recent years. Naair explains, “Marketing’s role itself is varied and marketer’s role has become such that they need to partner well with the others in the C-suite, including technology, HR and finance because marketing has a strategic role in driving growth.” [email protected] DEEPALI NAAIR Group Chief Marketing Officer, CK Birla Group Photograph by Naval Kishor
23 September 2023 | B W BUSINESSWORLD | 117 Sunita Bangard has not just experienced but also contributed to the small and the big shifts in the Indian marketing industry, making her a leader to reckon with By Noor Fathima Warsia LEADER AND TRENDSETTER TOP MARKETERS A VETERAN MARKETER, Sunita Bangard has seen numerous ebbs and flows in the Indian marketing industry. Armed with this experience, in her current role, she heads consumer insights and brand development at Aditya Birla Group. Bangard’s core mandate is to accelerate revenue growth for the group’s businesses, product and service innovation based on enhancing insight into consumers, and thereby developing stronger brands. The cell works on strengthening the efforts of various businesses in this area and on exploring synergies. This is easier said than done but Bangard achieves this with panache. Her efforts have resulted in growth for the group’s brands in the last year. The Tough Marketer While the year gone by has seen the group invest in its marketing, Bangard cautions that for the year ahead, different brands are in varied levels of maturity and growth and much depends on upcoming quarters. From a marketing budget perspective though, the starting point is to maintain the spend. “At the group level, we believe you need to invest behind brands, so ideally that is not a spend we would like to cut. Having said that, we always DIVERSE SECTORS MARKETING ADVERTISING & look forward to the season, which for our retail business will begin soon. Looking at the trends, we may be able to maintain our spends but you may see adjustments happening if we don’t capitalise on the season as we are expecting it to be,” she explains. One can be sure that television will see favourability from Bangard as she points out that in India, this medium “is not going anywhere”. “TV is the cheapest costper-reach medium when you compare it with anything else at present. Also, it is not TV as we once knew it. Now we see TV connected with digital and also a lot of martech has come into play. This intersection is growing. This applies to OOH as well,” Bangard says. The Right Framework Like many of her peers, Bangard too believes in the power of data but she advocates the need for the right framework. “We cannot understand people by numbers alone. Right now, it is difficult to say what numbers are important and what are not, and what is the reason behind it. We are losing some of the richness because we are being hardnosed into rational data crunching,” she points out. “The best solution is when people use data, apply human insight and then take consumer-centric actions. Marketers should be looking at the framework of what data to use, how and when to use it and in what manner it will be relevant to consumers,” she adds. [email protected] SUNITA BANGARD Group Head - Consumer Insights and Brand Development, Aditya Birla Group Photograph by Naval Kishor
118 | B W BUSINESSWORLD | 23 September 2023 From Ogilvy India to Aditya Birla Capital, Ajay Kakar’s journey is marked with instances of reinvention and transformation By Team BW ADMAN WHO BECAME A MARKETING LEADER L IKE MANY OF HIS PEERS, Ajay Kakar was among those who chose the colourful world of advertising as a career in the ‘90s, making Ogilvy India the first milestone in what was to become a long journey of accomplishments. During the decade and a half that he spent at the agency, Kakar held different roles, which saw him lead the financial practice to become the head of the PR services. This gave him a holistic experience, honing his direct marketing, advertising and PR skills, which was enough for him to take the next crucial step on the road to becoming one of India’s top marketers. Kakar’s subsequent stop was Reliance Capital, where he led the company’s brand and communication. With this, he set foot into the corporate world but it was only two years later, in February 2008, when he accepted the mandate to lead marketing for the financial services business at the Aditya Birla Group that would see him emerge among the country’s leading marketing voices. It was also from here, where another decade and a half later, he chose to announce his retirement as the chief marketing officer of the Aditya Birla Capital. A New Beginning Even though in November 2022, Kakar had said he was retiring, the ad bug of being ‘always on’ prevailed. He wore yet another hat of being a brand and marketing strategist, finding himself in a spectrum of what he defines as interesting conversations. Kakar’s contributions to the industry therefore have not stopped, and in the year ahead it is expected more will be heard from him. Kakar is among the few who were the first to spot alternatives to the 30-second ad world. Whether it was direct, digital, reputation management, social or content marketing, his ability to gauge where the consumer would move next benefitted Aditya Birla Capital in several ways. He was also among those who reminded the industry that even though technology and digital were the trends, the importance of storytelling and making an emotional connect were always going to be at the heart of engaging consumers. An Industry Leader Kakar’s vast experience on the agency side and then as a marketer gave him the ability to make the most of the agency-marketer partnership. Over the years, he also relentlessly worked with various industry bodies to not only grow advertising and marketing as a discipline in India but also to prioritise the industry’s talent and foster the next generation of leaders. DIVERSE SECTORS AJAY KAKAR Brand & Marketing Strategist TOP MARKETERS MARKETING ADVERTISING &
23 September 2023 | B W BUSINESSWORLD | 119 Debabrata Mukherjee’s rise and rise sees him move to the role of a managing director in the retail sector after leading marketing for several large businesses By Team BW FROM CMO TO MANAGING DIRECTOR A N INDUSTRY VETERAN AND CELEBRATED marketer, Debabrata Mukherjee took over as the Managing Director for the Bangladesh operations of the global footwear, apparel and fashion accessories manufacturer and retailer, the Bata Corporation, in August 2023. Bangladesh is a key strategic market for the Bata Corporation and is also a sourcing hub for other global operations of the company. In this role, Mukherjee reports to Bata’s APAC President, Rajeev Gopalakrishnan. Mukherjee’s new mandate came at a time when he was serving as the chief marketing and strategy officer at Emami Agrotech. Stationed in Kolkata with the company, he was providing strategic portfolio leadership to the edible oils business. At this time, he was also spearheading the complete responsibility for the food business of the company. Consistent Success Over the years, Mukherjee undertook several initiatives to earn his stripes in the Indian corporate ecosystem. He brings a wide range of professional experience in general management, marketing and sales operations, business strategy and innovation. He started his career with Unilever India and after a four-year stint, in 1998, he joined Coca-Cola as franchise manager for Mumbai. He held several roles of increasing responsibility in general management and marketing and commercial leadership in The Coca-Cola Company in India, South Korea and South-West Asia. At the time of departing from The Coca-Cola Company, he was the Vice President of the South West Asia operations. Mukherjee took a change in direction at the time and joined the media sector in India. During his stint as the Executive Director at Hindustan Times, he anchored the creation and implementation of strategies for revenue growth. Making a comeback to the corporate side, he joined the United Breweries group in 2019 and was responsible for creating strong consumer centricity and developing a broad-based portfolio for the organisation. He managed a diverse set of local and global brands like Kingfisher, Ultra, Heineken and Amstel. The Growth Journey With nearly three decades of professional experience in a diverse set of roles spanning marketing and sales operations, Mukherjee is among the marketers who have grown in the ranks to lead a business. This transition does not come as a surprise given his success in sustaining high growth for robust businesses and in turning around vulnerable ones. This top marketer, and seasoned leader, is already making his mark outside India as he moves into the region with Bata Bangladesh. Mukherjee’s work and leadership have influenced several marketing strategies, a trait that he is expected to replicate in his new mandate as well. RETAIL (FOOTWEAR & APPAREL) DEBABRATA MUKHERJEE MD, Bata Bangladesh, Former Marketing Head for Emami Agrotech, UB, Coca-Cola TOP MARKETERS MARKETING ADVERTISING &
120 | B W BUSINESSWORLD | 23 September 2023 The inaugural edition of the BW Festival of Marketing, organised by BW Marketing World in association with BW Businessworld, saw industry leaders reflect on how marketing is playing a pivotal role in creating differentiation and future readiness for brands and businesses. Held at The Imperial in New Delhi, the festival delved into the theme ‘An Industry in Transition’, signalling why technology, changing consumer behaviour and increased competition are signalling a reset for marketers. The festival held discussions around technology disruption, cultural innovation and the impact of generative AI MARKETING PHOTO ES SAY: FESTIVAL OF MARKETING Jayen Mehta, Managing Director, Amul (GCMMF) talks about adapting to the consumer-centric world in his keynote address L-R: Roshni Das, General Manager & Regional CMO, Asia Pacific & Japan, Marketing & Partner Scale, Intel Solutions & Services India (Session Chair); Himanshu Khanna, Director – Digital Experience & Commerce, HCL Software; Chandan Mukherji, Director & Senior Vice President, Strategy, Marketing & Communication, Nestle India and Virat Khullar, Group Head Marketing, Hyundai India discuss what impacts marketing investments
23 September 2023 | B W BUSINESSWORLD | 121 MANTRAS L-R: Nitin Sethi, Chief Digital Officer, Consumer Business, Founding Leader, Adani Digital Labs; Kartik Gangwani, Head - Marketing, JIOBP; Siddharth Dabhade, Managing Director, MiQ and Ankit Desai, CMO India, Hershey Company share their thoughts with Session Chair Ruhail Amin, Senior Editor, BW Businessworld on how traditional media is holding its own Pradeep Kumar a.k.a Prady, CEO, Neil Patel Digital India speaks on the future of omnichannel marketing L-R: Gunjan Khetan, Marketing Director, Perfetti Van Melle India; Pooja Baid, Chief Marketing Officer, Versuni India Home Solutions; Puneeth Bekal, Director - Marketing, Mastercard; Rachit Gupta, Chief Marketing Officer, Hero Cycles; Rahul Talwar, EVP & Chief Marketing Officer, Max Life Insurance and Lloyd Mathias, Business Strategist & Angel Investor (Session Chair) deliberate on the significance of consumer experiences
122 | B W BUSINESSWORLD | 23 September 2023 L-R: Ashish Tiwari, Chief Marketing Officer, Home Credit India; Deepak Gulati, Chief Marketing Officer, Bridgestone and Saurabh Kuchhal, Head, Customer Experience, South Asia, HCL Software speak to Hoshie Ghaswalla, CEO, BW Engage (Session Chair) on how AI is impacting marketing and marketers L-R: Akash Deep Batra, Executive Director & Head of Marketing, Customer Experience & Analytics, DBS Bank; Prof. Abhishek, IMT Ghaziabad (Session Chair); Karan Kumar, Group Chief Marketing and Growth Officer, Art Fertility Clinics; Aparna Bhawal, Chief Marketing Officer, KFC India & Partner Countries; Gunjit Jain, Executive Vice President - Marketing, Colgate Palmolive India and Vineeth Viswambharan, Associate Vice-President of Marketing & Sales, Adani Wilmar delve on fostering a culture of innovation in companies Sunil Raina, President, Lava Mobile in a conversation underscoring marketing’s shift to a revenue-generating function with Ruhail Amin, Senior Editor, BW Businessworld
23 September 2023 | B W BUSINESSWORLD | 123 L-R: Damyant Singh Khanoria, Chief Marketing Officer, Oppo India; Amedeo Aragona, Marketing Head, Kinder Brands, Ferrero India; Parth Joshi, Chief Marketing Officer, Bharatpe; Tushar Malhotra, Marketing Head, Bisleri; Charu Kishnani, Executive Vice-President - Marketing, CarDekho Group speak with Mohit Joshi, CEO, Havas Media Network India (Session Chair) on traits of the future consumer L-R: Akash Deep Batra, Executive Director & Head of Marketing, Customer Experience & Analytics, DBS Bank; R. Venkatasubramanian, MD, Havas Play & President – Investments, Havas Media India; Sai Narayan, Chief Marketing Officer, PolicyBazaar; Ashish Karnad, Executive Vice President, Hansa Research and Mansi Datta, Chief Strategy Officer, Wavemaker India (Session Chair) on the upcoming big-ticket Men’s Cricket World Cup PHOTO ES SAY: FESTIVAL OF MARKETING
124 | B W BUSINESSWORLD | 23 September 2023 Kamaljit Singh Anand, Managing Partner & Chief Data Scientist, Kie Square Analytics talks about pushing marketing on new age spends Mohit Joshi, CEO of Havas Media Network India talks about Meaningful Brands - Welcome to the ‘Me-conomy’ in a Spotlight session L-R: Mandira Kalra Kalaan, Purpose, Senior Director & Head of Office, India; Anika Wadhera, Marketing Head, Sirona Hygiene; Payal Rajpal, Project Director, BBC Media Action and Harshita Jain, Director, MASH Impact (Session Chair) PHOTO ES SAY: FESTIVAL OF MARKETING
23 September 2023 | B W BUSINESSWORLD | 125 L-R: Amit Tiwari, Global Head of Marketing Demand Centre, TCS; Ashish Mishra, Executive VicePresident - Marketing, ACKO and marketing veteran Karthi Marshan speak with Noor Fathima Warsia, Group Editorial Director, BW Businessworld (Session Chair) on the elusive Gen Zers L-R: Gauri Malhotra, Chief Marketing Officer, Bombay Shaving Company; Sameer Saxena, Director - Marketing, Legrand; Shamik Banerjee, Chief Marketing Officer, Apollo 24|7; Shivam Ranjan, Head - Marketing, Motorola Asia Pacific and Raghav Maheshwari, Chief Business Officer, Mobavenue (Session Chair) discuss ethics in marketing L-R: Arvind Saxena, Senior GM & Head - Marketing & Corporate Communications, NEC Corporation India; Deepika Deepti, Head of Marketing, Metro Brands; Harshavardhan Chauhaan, Vice-President, Chief Marketing & Omnichannel Officer - Spencer’s Retail & Nature’s Basket; Madhur Acharya, Vice-President - Ecommerce, Lenskart; Raj Rishi Singh, Chief Marketing & Business Officer, MakeMyTrip and Vikramjeet Singh, Head, Marketing Bajaj Allianz General Insurance speak with Ruhail Amin, Senior Editor, BW Businessworld
126 | B W BUSINESSWORLD | 23 September 2023 L-R: Suman Varma, Chief Marketing Officer, Hamdard; Gaurav Mehta, Chief Marketing Officer, Noise; Yatnesh Pandey, VP-Marketing, GreenPly Industries; Ajay Dang, President, Head - Marketing, UltraTech Cement speak with Ruhail Amin, Senior Editor, BW Businessworld (Session Chair) on emerging sectors L-R: Rajesh Jain, MD & CEO, Lacoste India; Rajesh Mohata, CEO & Executive Director, Jindal Lifestyle; Rakesh Kaul, MD & CEO, Livpure and Mohit Joshi, CEO, Havas Media Network India (Session Chair) share their thoughts in the CEO session L-R: Agam Chaudhary, CEO - Two99 (Ecommerce, Tech Marketing) ; Aradhika Mehta, Ex Head of Marketing Tasva, ABG; Lenskart; Manish Kumar Sinha, Group CMO, Sterlite Technologies; Mukesh Ghuraiya, CMO, Modi Naturals; Priyank Pant, VP & Head - Branding and Marketing, PaisaBazaar in conversation with Ruhail Amin, Senior Editor, BW Businessworld (Session Chair) L-R: Kapil Parab, Marketing Manager, Mars Wrigley; Mayank Prabhakar, Head of Digital ( GM, Marketing), Vivo India; Nikhil Davda, Senior General Manager, Mahindra Lifespaces; Shweta Kumar, Head - Marketing, Crazy Owl; Siddharth Kadri, GM, Group Digital Marketing, Thomas Cook India; Suvarna Athavale, Head - Organic and Social Marketing, Amazon miniTV speak with Savi Khanna, Correspondent, BW Businessworld
23 September 2023 | B W BUSINESSWORLD | 127 L-R: Deepali Naair, Group CMO, CK Birla Group and Sumit Mathur, CMO, One97 Communications (Paytm) discuss the technology and creativity intersection with Noor Fathima Warsia, Group Editorial Director, BW Businessworld L-R: Aditya Basu, Director & Global Head - Strategy Advisory & Marketing,Tech Mahindra XDS (Born Group); Deepak Tolani, General Manager, Reliance Retail; Deepinder Singh, VP Marketing, Pristyn Care; Sana Macha Lairellakpam, Marketing Head, Bausch & Lomb India in conversation with Reema Bhaduri, Editorial Lead, BW Marketing World K.J. Jawa, Chairman & MD, Daikin India & Member of Board, DIL, Japan speaks on the significance of ‘business building’ in a digital and data-driven world
128 | BW BUSINESSWORLD | 23 September 2023 An essential takeaway from this book is that profits have to showcase proof of entrepreneurial passion, business performance and path to valuation. This is a wakeup call to the Indian economy, considering the hype and enthusiasm around valuations of its 103 Unicorns, and thousands of other startups, says Srinath Sridharan BOOKMARK REVIEW PROFICORNS – IT’S ALL ABOUT PROFITS WHEN THE world in general brings about a new word coinage, say like ‘Unicorns’, one wonders who brought it up in the first place. But then, when a successful serial entrepreneur, and the founder of one of the original India tech-startup success stories going back 25 years coins a new word – Proficorns – one must pay heed. Rajesh Jain is India’s first successful technology startup-to-exit story. His Unicorns, and thousands of other startups. The book will be a glad-alternate reading material to entrepreneurs and startup investors who have been glamorously seduced by easy money availability (until recently) with equally frenzied valuation increase with every investment cycle over the past few years. This book is an antithesis to such sweet talk. Or should one say the seductive pillow talk of valuations? This book hits hard at the very foundation of any business – the necessity to make profits. But then, there are only a few examples in the Indian startup community of such Proficorns. Those examples have been captured well in this book. This book is a pleasant read with positivity of messaging, and avoids negative connotations of scenarios. This book also reminds readers of the actual concept, need and purpose of ‘Unit Economics’ in running a business. It highlights how focusing on unit economics would help avoid cash flow issues and debt cycle, and importantly avoid the need to constantly raise equity capital, thereby forcing the founders to become minority owners. The learnings also include: l Obsession with customers and learning to unlearn fastest l Unemotionally cutting off unviable business lines l Focus on cash flows l Constantly upgrading technology and customer offerings The book has many anecdotes of the author’s favourite books that helped him understand his own business journey. The book is rich with content as well as entrepreneurial context. The reader has to simply factor in their own context to their entrepreneurial purpose. Don’t miss this book. The reviewer is an author, policy researcher and corporate advisor book Startup to Proficorn is a must-read. Simply because he has shared his story and entrepreneurial learnings in an easy-to-read style, and luckily with no pompous narrative. An essential takeaway from this book is that profits have to showcase proof of entrepreneurial passion, business performance and path to valuation. This is a wakeup call to the Indian economy, considering the hype and enthusiasm around valuations of its 103 LEAD REVIEW Startup to Proficorn: A Private, Bootstrapped, Profitable and Highly Valuable Venture Author: Rajesh Jain Publisher: Jaico Publishing House Price: Rs 499 Pages: 240
130 | B W BUSINESSWORLD | 23 September 2023 On the last five years for Finolex Cables In the past five years, Finolex underwent a transformative journey, achieving significant milestones. We diversified our wire and cable sector offerings, notably increasing electrical wire capacity by 30 per cent, from 20 lakh coils to 26 lakh coils per month. We introduced fire retardant low smoke or FRLS and halogen-free insulation options. In LAN cables, production grew from 4,600 km per month 11,250 km per month, driven by advanced CAT-6 and CAT6 plus LAN cables, meeting high bandwidth demand from video streaming services. Our auto cable sector saw growth, with capacity rising from 36,000 km/month to an impressive 59,000 km/month. On growth strategy In pursuit of our growth strategy, we executed a strategic shift from a single-tier distribution model to a two-tier structure, engaging distributors and retailers. While we previously serviced around 4,000 channel partners through 26 Finolex depots nationwide, we’ve now expanded to 5,000 channel partners, notably adding 650 distributors and nearly 200,000 retailers to our network. On the FMEG segment In the last five years, our entry into the fast moving electrical goods or FMEG segment has been gradual and progressive, marked by the introduction of various products at different intervals. We began with the premium range of switches, followed by the classic range. Our fan collection includes ceiling, exhaust, table, wall-mounted, and pedestal variants, including energy-efficient BLDC fans. In the MCB segment, we’ve developed a diverse range covering MCBs, RCCBs, MCCBs, ELCBs, distribution boards, and changeovers. We’ve also ventured into water heaters with instant, storage, and immersion rod options. In the lighting segment, we offer consumer LED bulbs, batons, panels, and specialised inverter bulbs. With a comprehensive product range, our focus now shifts to driving growth in each category. On the demand for fibre optic cables due to the 5G rollout As the 5G user base grows, and compact cell sites become necessary for faster speeds, the demand for fibre optic cables will surge. Currently, we have an 8 million fibre km (fkm) capacity in cables and nearly 4 million fkm in drawn fibre, using imported preforms for fibre drawing. In a move toward self-reliance, Finolex is implementing a backward integration plan, including a project targeting 4 million fKm capacity in preforms. This strategic approach prepares us for rising fibre optic cable demand. As told to Ashish Sinha DEEPAK CHHABRIA Deepak Chhabria, Executive Chairman, Finolex Cables on the company’s growth strategy, the opportunities ahead, and much else ‘Demand for Fibre Optic Cables is Poised to Surge’ In a move toward self-reliance, Finolex is implementing a backward integration plan, including a project targeting 4 million fKm capacity in preforms LAST WORD
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WHY WAIT? MAKE THIS YOUR ADDRESS TODAY! Located in the heart of the new IT hub of Chennai, Pallavaram – Thoraipakkam Rd (PTR), just 5 km from Chennai Airport, The Address is a 5,50,000 Sq.ft Grade-A LEED-Gold rated IT Park with flexible floor plates from 10,000 Sq.ft to 62,000 Sq.ft on a single floor. Ready for Fitout - 50% Leased Rental Advantage from Guindy / OMR Zone-1 Facility Professionally Managed by CBRE India’s First MLSP with Parking for 1500 Two-Wheelers 50 Cars and 100 Bikes EV Charging Stations Miyawaki Forest in OSR Area 200 Ft, Radial Road, Pallavaram, Chennai - 600043 +91 91769 09111 [email protected] *All images shot at site Completion Certificate Received RERA No.TN/29/Building/0470/2022 CHENNAI Main Lobby Shared Training Room Operational Food Court
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