Experience Commerce

What it was

A digital marketing company with a technology team inside it. I turned that team into a separate revenue stream with its own P&L.

What it built

Castrol, an activation reaching 300,000 mechanics. Ambuja, the complete ecosystem. Lenovo, a loyalty programme for retailers and multi-brand outlets. MRF, an e-commerce system where fulfilment happened at the dealer network rather than centrally. Royal Challengers Bangalore, across four IPL seasons.

The part that matters most

The Ambuja relationship grew into LafargeHolcim. The same unit ran a product studio inside our capability: a standing team of ten to twelve people building a retailer platform continuously, deployed in more than five countries. I set it up around 2017. It ran till about 2024, seven or eight years, and outlasted my own time there.

A services company doing projects is common. A services company running a captive product organisation for a global client, on a standing team, shipping into more than five countries for seven years, is not.

What happened

Grown to 30% of company revenue. The growth led to a founder exit.