About

I lead Brand & Digital Communication at ArcelorMittal Nippon Steel India (AM/NS India), one of India’s largest integrated steel producers, where I work on enterprise brand strategy, corporate reputation, executive communications and digital transformation. Before this, I spent three and a half years building the brand and marketing function from scratch at CJ Darcl Logistics, a year at Ford Motor Company on marketing revenue and yield management, eight years across CNH Industrial covering India and then Asia, the Middle East and Africa, and started out at Xerox India.

The common thread across steel, logistics, automotive and industrial equipment is that none of these are brand-led businesses by default. They’re engineering-led, distribution-led, price-led businesses where marketing has to earn its budget every cycle. Fifteen years of that teaches you something consumer-brand experience doesn’t: how to make the case for brand to people who aren’t predisposed to believe it, and then how to prove it worked.

That is most of what I write about here.

What I actually do

Enterprise brand strategy and positioning. Corporate reputation and stakeholder engagement. Executive and crisis communications. Digital transformation, SEO and GenAI-enabled marketing workflows. Integrated campaigns, product launches and large-scale brand activations across markets that look nothing like each other — what works in Turkey doesn’t work in Indonesia, and both differ from Australia.

At AM/NS India, I led the corporate brand and communications programme around a ₹70,000 crore greenfield project groundbreaking — 25,000+ attendees including VVIPs from the central and state governments, a purpose-built 1,800 sq.m. Digital Experience Centre, and 315 million+ in media reach that trended #1 globally on X. At CJ Darcl, I built the brand and marketing function for a ₹5,000+ crore, 40-year-old company essentially from the ground up, ahead of its IPO. At Ford, revenue and yield-management work I led generated $2.5M in incremental profit. At CNH Industrial, I managed $3.7M+ in annual marketing investment across 14+ markets in Asia, ANZ and MEA.

I’ve been recognised with a National Award for Most Admired Marketing Leaders, in 40 Under 40 by Agency Reporter, e4m and ADgully, and in India’s Top 100 CX Leaders by Trescon’s World CX Summit. I finished an Executive MBA at ISB in 2025, mostly to pressure-test things I’d assumed were true for a decade.

How I write

Everything here comes from practice, not theory. Where I use a statistic, it’s sourced and dated. Where I’m stating an opinion rather than a fact, I say so. Where I got something wrong, I say that too — those tend to be the more useful pieces.

I publish every three days on brand strategy, customer experience, corporate communications and what it actually takes to run a marketing function inside a hard, engineering-led category. If that’s useful to you, you’ll find recent posts on the writing page.

Background

I started in biomedical engineering (B.Tech, Bundelkhand University) and moved into marketing through a PGPBM at ISB&M, which explains more about how I think than my CV does — I like problems where the answer isn’t obvious and the data is incomplete, which is most brand problems worth solving.

Frequently asked

Get in touch

Speaking, writing, advisory, or just to argue with something I’ve published — find me on LinkedIn.