My practice partners with Indian entrepreneurs to create strong brands by combining consumer insight, brand strategy, brand building, product management, budgeting, marketing strategy, product packaging, and analytics. The ambition is to provide tangible benefits of building a brand to Indian businesses and enabling high growth for start-ups. Some of the prominent brands under my practice are: LENSKART.COM brought us in when the founder realized the importance of brands and wanted to build a profitable e-commerce brand. Lenskart is India’s first and largest online optical store. We developed the brand strategy and integrated the brand idea of ‘addictive playfulness’ across product lines, user interface, website design, packaging, identity and advertising. Lenskart.com has one of the healthiest metrics today in e-commerce in India. As soon as we launched the brand, the traffic increased by 100%, and average ticket size went up by 173%.https://www.youtube.com/watch?v=vYwvKq8uiJIWILD STONE brought us in 2008 when only MNC brands were doing well in the space. From then, the deodorant brand has grown 10x. Initially the brand had only deodorants. Now Wild Stone has expanded to new categories, which are 50% of it’s portfolio revenue. Wild Stone TOPPLED AXE in 2013. It is second largest deodorant brand in India, and the largest personal care brand for men in India. The brand has won laurels like Brand Equity Top 10 grooming brands, Effies, 100 most trusted brands in India. We manage the brand end to end from brand strategy, campaigns, packaging, new category expansion. BIBA brought us in to help them emerge among top 2 brands in consumer consideration. We defined the brand, developed brand strategy, 3 year road map and launched campaigns. We developed new categories to increase Biba's share of wardrobe.These new categories contribute to 25% of Biba’s sales today. Biba has over 200 stores and is the largest and fastest growing Indian wear brand for women.

Business planning and brand planning for the category Managing topline and margins of the category Crafted category defining projects like Jodhaa Akbar, Paheli, fashion gold Managed a team of brand managers, product managers and merchandisers

Led brand value proposition project which re-defined the core of Tanishq as ‘revitalising tradition’. Developed it into marketing, product, retail implications with respective teams to build Tanishq’s position as a leader in mass premium jewellery segment in IndiaAchieved the landmark walk-ins target of a million buyersCreated and launched new initiatives like ‘festivals of India calendar’ which accounted for 40% of brand sales and became important building block for business in years to comeAnnual brand planning and store-wise marketing calendars Crafting multi-media marketing campaigns – TV, print, radio, digital, outdoor, VM, product display, store experienceLiasoning with international bodies like world gold council, DeBeers, platinum Guild to jointly develop programs Managed a team of brand managers, visual merchandisers, retail designers

Retail best practices benchmarkingConceptualizing and implementing new programs like store annual planning formats, store performance metrics, POSS, standardizing customer experience across the chain People: Set up the organized training infrastructure, rewards and remuneration structure for retail store staff

Conceptualized and launched the first ever collection of working women jewellery in India, Collection ‘g’, positioned as 9 to 5 jewelleryDeveloped collection which contenporarised gold and made it desirable and affordable for modern Indian women Developed creative communication, advertising, media planning, PR, offices contact programs and events, store display & VM and staff training for the categoryIt was the first 22k gold collection in India to be sold at fixed price. Over 2 lac women walked in to buy the collection in the launch phase in 8 cities Conceptualized and launched fashion accessories brand called fQ. The brand achieved turnover of 100 lacs in launch phase and got covered as lead lifestyle story in Bangalore, Delhi, and Bombay media

Managed marketing operations for the 100 store launch for Domino’s PizzaMarketing operations for the ‘hungry kya’ campaign launch Catchment area analysis and store wise marketing plan – conceptualization with retail team and implementation Introduced institutional sales concept in company : did door to door sales for over 250 offices and developed the final metrics and corporate sales programBudgeting and monitoring of marketing spends