Five practices. One insider's view of India.
Our work spans India market growth and entry, brand & marketing consulting, creative & media agency selection, media & IP monetisation, and production advisory. We map the right combination to each mandate — and engage at partner level throughout.
The practice, in five parts.
India is the world's most consequential growth market, and the most misunderstood. Distribution does not work the way decks suggest. Pricing logic is regional, not national. Channel partners need to be earned, not bought.
We help global businesses build their India operating model from the ground up — and rebuild it when the first version stalls. The work starts with commercial structuring and ends with the people, partners, and processes that compound over years.
What we do
Most brand strategy decks confuse activity with positioning. We do not. The work is to identify the one thing your category will remember you for, and architect the commercial system that gets you there.
Our brand work is informed by 30 years of watching what actually moves consumer behaviour in India versus what just earns awards. We are allergic to both extremes.
What we do
Agency reviews are usually run by the people most invested in the status quo. We are not. We sit on your side of the table and bring 30 years of knowing which agencies deliver, which charge for theatre, and which structures actually align incentives.
No referral fees. No agency partnerships. The only thing we sell is independent judgement.
What we do
The most valuable IP in media is not the content itself — it is the rights architecture around it. Sponsorship structures, broadcast deals, and platform partnerships compound differently than ad revenue, and they reward operators who understand the levers.
We work with rights holders to structure commercial deals that hold up beyond the first cycle, and with brands and platforms to evaluate IP investments with the rigour they deserve.
What we do
Production economics in India have shifted faster than most procurement teams have updated their assumptions. Cost benchmarks from three years ago are now off by 30–40% in either direction.
We bring transparent benchmarks, real production knowledge, and the structural changes that make budgets predictable without compromising the work.
What we do
Map the right combination to your mandate.
Most engagements draw from two or three of these practices, not all five. The first conversation is about figuring out which.
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