Writer, thinker, educator, strategy excavator

Great Indian FMCG Industry’s™ most expensive product is an 80-slide deck that only mimics strategy.

This is a systemic failure, not a personal one. I call it Strategy Blindness™.

I’ve seen it up close. For 24 years, I’ve led brand-led businesses at L’Oréal, Unilever, Coca-Cola, PepsiCo, Givaudan, Kraft Heinz, Nestlé, and Amazon.

The wins had one thing in common – strategy rooted in the unseen – brand, equity, consumer-backward thinking, sensemaking, the craft of strategy.

The failures all were inside systems blinded by managing only the visible – decks, KPIs, frameworks, distribution, trade incentives, promotions. Here, ‘busy with ops’ felt like ‘doing strategy’.

I divide my time between three missions to rescue strategic clarity from blindness:

I work with consumer CXOs to co-develop strategic clarity through my Strategy Activator Workshops.
I write a strategy thesis on how the Great Indian FMCG Industry™ can win in the world’s most stratified consumer market, at https://theindiaplaybook.substack.com
I’ve built training programs with a practitioner’s lens for marketing teams in the trenches.

Connect with me on Linkedin

The Great Indian FMCG industry™ needs a new playbook. Read it here.

Digital has unbundled supply and demand-side moats and armed consumers with more brand choice than ever before. Yet, the industry remains Strategy Blind™. Legacy FMCG sees a market of the past. D2C sees the cap table.

Career Stories

Battle-tested over 25 different categories. From Rs.350/- Hair Color to Rs.2/- Biscuits and Online Shopping

Multi-category experienceBusiness & Marketing

As the first diverse front line sales officer at L'Oréal India. Delivered >40% growth for the largest revenue territory (South Delhi).

Sales is the foundation of businessSales Officer

Retailer loading works. When he buys more stock than he thinks he can sell, he 'pushes' (recommends) the product to consumers to increase his ROI.

How 'Push' builds brandsSales Officer

Scarcity of consumer offers. L'Oréal planned only two a year. Each time, stock flew off shelves like chilled lemonade on a 45-degree day.

How 'Push' builds brandsSales Officer

We got Aishwarya Rai on board. She continues to be a L'Oréal beauty ambassador.

L'Oréal takes its celebrity decisions seriously. Product Executive, Bombay

Shelf presence influences off takes. When budget is low, invest in packaging and retail.

How 'Push' builds brandsSales Officer

We knew our product was becoming a brand because sales took-off the minute advertising started.

How 'Push' builds brandsSales Officer

Turned around Lakme skin, from a three-year decline of -20% to a 19% growth.

Turnaround of a distressed brandBrand Manager

Getting the basics right rescued this beauty brand from decline: 1) sales focus, 2) in-store merchandising, 3) refreshed positioning, and 4) new products.

Turnaround of a distressed brandBrand Manager

Delivered a record 37% growth on Closeup after a four-year decline

Turnaround of a distressed brandCloseup Brand Manager

Brand has not kept pace with culture. The brand had lost relevance for the post-millennial youth that wanted social confidence, not just romance.

Turnaround of a distressed brandCloseup Brand Manager

The campaign, 'Kya ap Closeup karte hain' started the turnaround and became an iconic campaign.

Turnaround of a distressed brandCloseup Brand Manager

The consumer keeps raising the bar on points of parity. Product was renovated to add health benefits.

Turnaround of a distressed brandCloseup Brand Manager

The first step is to get the product right - make the consumers' taste buds sing.

Building a 0 to 1 businessBusiness Head

Get the basics right - availability, visibility and sampling. Nothing else.

Building a 0 to 1 businessBusiness Head- Lipton Ice Tea

If possible, plan to produce in a factory that's closest to your largest selling market. Lower logistics costs mean higher margins.

Building a 0 to 1 businessBusiness Head- Lipton Ice Tea

Even when building a business through 'push,' brand can't be ignored - packaging does the job of brand building.

Building a 0 to 1 businessBusiness Head- Lipton Ice Tea

A one-year full time Sloan Fellowship at Stanford GSB, USA. I balanced hard science based Marketing Analytics with human centric topics like design thinking.

Sloan FellowStanford GSB

Sprite shot up to leadership position on the back of a powerful youth insight - "bakwaas (bulls***t) is so much a part of peoples' lives that they can't tell a truth from a lie."

Tap into youth culture Business Head Non-Cola Carbonated Beverages

The first ever free talktime consumer promotion.

Tap into youth cultureBusiness Head Non-Cola Carbonated Beverages

Developed a full-funnel marketing model that optimized top, mid and lower funnel resourcing for tech products

Consumer tech marketingCMO

Did the groundwork to bring Sting to India. Where to produce, P&L, pricing, consumer need, packaging, proposition. Takes a village years to launch a blockbuster.

Takes a villageBusiness Head

Relaunched the range across 12 Asian countries. Great brand positioning unites consumers across borders.

Multi country product innovationRegional Innovation Manager

Built India’s first Food Tech Brand - AskNestle that served millions of engaged parents

Digital product creationCMO

AskNestle demystified nutrition information for moms through personalised tools and expert food advice.

Digital product creationCMO

Why conform when you can be different. Design differentiation into every element of packaging and product.

Meaningful DifferentiationProduct Manager

At that time, skincare was only three categories - fairness, cold cream and talc. We created ten entirely new categories.

Category CreationProduct Manager

Built a skincare regimen for the first time in the Indian skincare market.

Category CreationProduct Manager

Wide range ensures shelf presence, and one star product pulls everything along.

Category CreationProduct Manager

Simply adding a new language can 10X reach in India.

Build a CSR brand propertyBusiness Head

When you enter a niche category late, differentiate the product tangibly and meaningfully if you can't outspend the market leader.

Late entrant to a niche categoryBusiness Head

When you enter a niche category late, put all your resources behind one or two channels.

Late entrant to a niche categoryBusiness Head

Transformed traditionally marketed brands to data-audience-driven omnichannel marketing strategies

Digital marketing transformationCMO

Transformed a 24/7 offline call centre into a digitally enabled real-time “voice of consumer” hub - a first for Indian FMCG Industry

Digital marketing transformationCMO

Oversaw P&L for Ice Tea, Affordable Nutrition, Beverages, and Breakfast Cereals

P&L HeadLipton Ice Tea, Lehar, Nesplus, Flavoured Colas

Developed new products across Beauty, Personal Care, Packaged Food, Nutrition, and Beverages

Consumer product innovationFood, Beauty, Beverages, Personal care

Created new categories - Affordable Nutrition for Rural India, Skincare and Ice Tea for Affluent Urban Indians

Category creationLehar, Garnier, Lipton Ice Tea

Optimised the right weight of spends behind the right activities at Kraft Heinz for the RIMEA region and for Nestle India

Zero based budgetingCMO

Won awards at Indian and global stage for marketing campaigns, packaging and product innovations.

Award winning programsVarious

Marketing strategy: Can a personal wash brand enter skincare categories? If yes, then how?

Global Product InnovationGlobal Innovation Manager

Unlocked growth potential of a dormant toothpaste technology, which increased market share in Philippines.

Convert invention to business innovationCloseup Regional Brand Manager

Integrated statewide activation for Sprite, Limca and Fanta during summer.

Pull-Push integrated marketingBusiness Head Non-Cola Carbonated Beverages

Launched and managed P&L for food and beverage products targeted to base of pyramid consumers.

Affordable nutrition for rural IndiaBusiness Head

Part of team that developed a unique business model and product pipeline or base of pyramid market.

Innovation for Base of Pyramid Innovation team-PepsiCo

Lipton Ice tea became the most visible brand after Pepsi in on-premise channel. And the only PepsiCo brand available in Coke exclusive accounts

Building a 0 to 1 businessBusiness Head- Lipton Ice Tea

Led multiple business model corrections to ensure sustainable scale up -- right route to market, trade and consumer activation, channel focus, sampling programs, production and logistics.

Building a 0 to 1 businessBusiness Head- Lipton Ice Tea

Developed and executed an innovation process to create and sell blockbuster fragrances for APAC.

B2B2CCMO APAC

Delivered a 70% growth in a single digit growth market.

Grow a premium brandCMO

Delivered healthy double-digit growth and share gain on summer brands - Glucon D and Nycil.

Summer Activation for GrowthCMO

Nestle entered Top 5 Effective Advertisers List in Effies 2019.

Effective communicationCMO

AskNestlé awarded “Best Practice in Nutrition Communication” by Global Nestlé Nutrition Leadership, amongst 26 global entries.

Digital product creationCMO

Won CEO Award for Zero Failure partner transition of CRM Services Center operations in 2019.

CRMCMO

Part of team that brought back brand Maggi to pre-crisis growth and imagery strength on the back of strong integrated marketing programs and a new positioning - Kuch Achcha Pak Raha Hai.

Scaling big brandsCMO

Part of the team that repositioned Nescafe to appeal to youth at the cusp of adulthood with "Badal Life ki Raftar." This refuelled share growth.

Scaling big brands-NescafeCMO

Part of the team that powered share gain through a brand repositioning.

Scaling big brands-SunriseCMO

Brands I have worked on

What clients say

Rashi is a storehouse of experience and a fantastic think-tank. She is a strategist, business thinker, and entrepreneur - so she's able to give a comprehensive view of business problems. Rashi keeps it simple by distilling out the meaningful stuff from all the noise. She's able to look at multiple scenarios and offer long-term solutions to the challenges we face.

Smriti AgarwalBrand Equity Lead - Tata Consumer Products Ltd.

Rashi possesses a unique blend of astute marketing thinking and sound grasp of market research. She partnered with us in transforming some obstruse scientific concepts into lucid consumer speak, working successfully with a diverse set of stakeholders. We are continuing to leverage Rashi’s expertise in our Innovation journey.

Ritanbara MundreyInsights Head, Nestle SA

Rashi’s depth of knowledge from her cross-industry experience and her ability to synthesize conflicting stimuli to bring out rich insights-based business plans have been immensely helpful for us. She is also a great coach and we appreciate her rigor in helping team members build marketing acumen.

Bhagyashree NavareVP Tata Consumer Products Ltd.

Rashi's consultation masterfully dissected consumer needs, shaping our brand's future innovation pipeline. Her strategic positioning insights promise a clear trajectory for success. With her wealth of experience, she's the go-to for brands seeking sharp, consumer-aligned strategies.

Hiten BachaniDirector, Tata Consumer Products Ltd.

"She gets it". I've sought career advice from a lot of seniors and I've never felt my perspective was understood and I doubted myself until I met Rashi who made me feel seen. She validated my motivations and triggers and helped me navigate the corporate world by evaluating my strengths and fears through certain exercises. She sits at the table like a friend who can relate to everything and someone who, just gets it.

Punya VatsBrand Manager -Garnier. L'Oreal India

Rashi has been a game-changer in my life. She introduced me to the right people and the right opportunities that eventually led me to secure a job that I'm not only passionate about but also excelling in. It wasn't just about finding any job; it was about finding the perfect fit for me.

Tiru SharmaSenior Marketing Manager, Chaayos

In an age where everyone claims to be an expert or guru, it's easy to be misled and misunderstood. Rashi brings bona fide battle-hardened experience to the table but also a personal perspective that is modern and pertinent. She is a patient listener, and her counsel is one I have counted on when faced with both personal and professional challenges.

Anugrah PundirHead Marketing - Sharpsell.ai

Rashi has played a pivotal role in my journey. She possesses a unique ability to blend profound professional insights with genuine personal care. Her wisdom and guidance have helped me build confidence to take on new challenges. I can confidently say that Rashi is the kind of mentor we all aspire to have – one who transforms not just careers but lives.

Rishabh BanerjeeManager New Hotel Openings - IHCL

As I changed my industry from FMCG to cafés after a long stint at PepsiCo, I was looking for someone with great experience of building categories, new businesses with an astute understanding of marketing & consumer insights. She has been a great bouncing board for new marketing ideas or when I look for a deeper discussion around leadership challenges.

Avinash ChoudharyHead of Marketing - Chaayos

Rashi didn't just listen but dug deep with thoughtful questions that made me think differently about my strengths and career choices thus far. Her approach is more like a friend sharing insights rather than that of a senior professional who 'has all the answers'. She's got this knack for simplifying complex career decisions into practical, relatable concepts. Her authentic mentee-first approach has been an absolute game-changer for me.

Harindar Singh PeliaFounder- 10X Club

Rashi has been my steady sounding board since 2020. She combines empathy and tough love. She communicates her point of view impactfully and does both - shakes me out of my unresourceful state and reminds me to look on the positive side when I am focusing too much on the negatives. In my opinion, she would be a valuable mentor for anyone in need!

Sourav GY AgarwalBusiness Unit Head, Avo Electro Power Ltd.

Rashi calls herself a marketer. I would say she is someone who humanizes marketing. She calls herself a writer and educator. I would say she is someone who writes with empathy and educates with a lot of heart. I strongly believe she is a great human & mentor first… and marketer-writer-educator after that. Folks - here’re the 3 things you can expect when you engage with Rashi - 1. She asks a lot of questions, forcing you to think in different directions. Uff! 2. She gives you direct answers, and a guide of what should be done. Yey! 3. You get clarity - about the business, about yourself and your goals. Wow! I consider it my good luck to have connected with her. Plain good luck! Thanks for your time, Rashi.. God bless you 🙂

Vinamra SEntrepreneur

As people we’ve always been used to having a guiding force all our lives, parents when we were kids and teachers when we were students - however once we graduate into the working world - we often find ourselves navigating a rather complex system without an unbiased mentor to turn to. My sessions with Rashi filled that gap for me. From general advice to frame work based actionable steps, Rashi is really a master in helping you seek clarity, direction and a purpose at work. If you’re a young professional who is just starting out, wanting to carve out an intentional and impactful growth trajectory or an experienced player looking for some inspiration and direction - these sessions will be immensely beneficial. One of the best investments I’ve made in life so far!

Radhika ChokhaniBrand Consultant

Recognitions

Brand and Marketing Leader
of the year 2020

Among top 50 women in Marketing – 2019, 2020, 2021

Asia Pacific Power List of 50 most influential marketers

Writer, thinker, educator, strategy excavator

The Great Indian FMCG industry™ needs a new playbook. Read it here.

Career Stories

Brands I have worked on

What clients say

Recognitions

The India Playbook