Headline

Building Digital Growth Engines for Offline-First Consumer Businesses | HoABL, Practo, Xanadu

About

I build digital growth engines for offline-first consumer businesses, with 12+ years across real estate, health-tech and auto. Most recently, I helped build India’s first fully automated D2C home-buying journey, scaling a multi-crore digital revenue line at a low single-digit cost of sales. The work was featured in Google’s 2025 Ads Case Study. Earlier, I relaunched Bonito Designs, a celebrity-backed interior-design brand, in a new market, and helped build Practo Dental from zero to a 60-clinic network. Across these roles, I have owned the mandate end to end, from building core execution teams to driving growth alongside CEOs, COOs and founding leadership. I’m most drawn to consumer businesses moving from offline-first models to meaningful digital scale, where the opportunity is not just to optimise a channel, but to build the growth engine itself.

Location

Mumbai

AI stack

claude

notion

Canva Magic Studio

ChatGPT

Work experience

AVP – Marketing & Digital Business at The House of Abhinandan Lodha, Apr 2024 - Present · 2 yrs 6 mos, Mumbai, - Built India’s first fully automated D2C home-buying journey, generating ₹90 Cr in digital revenue at under 3% COGS, featured in Google’s 2025 Ads Case Study. - Hired and built the 5-person team from scratch, including an AI WhatsApp bot driving 45,000+ conversations at under ₹10k per registration. - Led the Direct Business national launch, an inherited 20-person team on ₹5 Cr+ budgets, lifting lead-to-registration from 2% to 10%. - Report directly to the CEO across all three HoABL mandates (D2C digital, direct business and luxury); now lead marketing and sales strategy for luxury.

Associate Director Marketing at Practo, Jun 2023 - Mar 2024 · 10 mos, - Led the 0-to-1 launch of Practo Dental, building the playbook that scaled the brand to ₹7 Cr+ MRR across 60+ clinics in 6 cities within a year. - Hired team and scaled organic and paid demand to roughly 2,000 new consumers a month, with SEM returning over 3x on spend. - Shaped the brand’s consumer value proposition from 20+ depth interviews, and built the doctor-relationship cadence and tracking dashboards used across account management and operations.

Senior Program Manager Marketing at Practo, Jun 2022 - Jul 2023 · 1 yr 2 mos, - Built the organic growth playbook for Practo Transform, scaling qualified leads from 100 to 2,000 a month without paid spend. - Lifted lead-to-sale conversion 4x, from 0.5% to 2%, by redesigning lead nurture, sales pitches and pricing communication. - Cut invalid-lead rate from 32% to 20% in three months through weekly loss analysis and a redesigned lead-nurture flow. - Built a CAC-based performance-marketing model that cut SEM spend 15% with under 2% impact on lead flow.

VP, Marketing & Strategy at Xanadu, Jun 2021 - Jun 2022 · 1 yr 1 mo, Mumbai, Xanadu is an embedded GTM and marketing consultancy to real-estate developers, not an in-house marketing function. Skip-level promotion into firm leadership, one of 25 leaders as the company scaled from 200 to 750+ people. - Owned marketing and product strategy for a ₹500 Cr GMV client portfolio, personally driving roughly ₹400 Cr of Xanadu’s ₹2,000 Cr company-wide GMV in FY21. - Took interior-design brand Bonito Designs from zero to roughly ₹100 Cr in GMV in Mumbai, including a celebrity design tie-up with Gauri Khan and Manish Malhotra. - Ran digital and performance marketing at ₹250 to 350 cost per lead against a ₹500 to 650 industry average, on ₹25 Cr in annual budgets. - Designed physical sales-experience journeys that converted walk-ins to bookings at 10%, against a 4.5 to 5.5% company average.

GM, Marketing at Xanadu, Sep 2019 - Jun 2021 · 1 yr 10 mos, Mumbai, Maharashtra, India, - Took Raunak Group from #17 to #6 in Mumbai sales rankings across 4+ project launches, adding a roughly ₹200 Cr Central Mumbai market entry at over 10x ATL return. - Delivered a re-engineered luxury residential launch at a 10% price premium, and converted a 3-acre commercial plot to residential for ₹100 Cr in GMV within 3 months. - Built the online sales journey when real estate first sold online in 2020, converting at 7.5% and generating ₹150 Cr in GMV.

DGM, Marketing at Xanadu, Jun 2017 - Sep 2019 · 2 yrs 4 mos, Mumbai, - Built an alternate channel-partner program modeled on LIC-style agents, driving roughly 20% of sales (₹100 Cr), while managing agencies across ₹10 to 15 Cr in annual budgets. - Led end-to-end brand strategy and consumer insighting, directing communication campaigns across print, OOH, digital and BTL. - Redesigned trade strategy and incentive structures, lifting partner participation by 100%.

Brand Manager Tractors at Mahindra Group, Jul 2016 - Jun 2017 · 1 yr, Mumbai Metropolitan Region, - Ran pan-India marketing for Mahindra’s 41 to 50 HP tractor category (5+ products, 20+ variants), retaining 41.5% market share. - Grew market share by over 1.5 points in two of four India zones, running ATL campaigns across 10+ states.

Manager, Strategy (Automotive) at Mahindra Group, Apr 2014 - Jun 2016 · 2 yrs 3 mos, On-site, - Built Mahindra’s 10-year strategic plan for personal vehicles and LCVs, including the business case for the SmartShift digital platform. - Briefed strategy findings into the quarterly CXO war room alongside E&Y, Frost & Sullivan and BCG.

Summer Intern at GSK, Apr 2013 - Jun 2013 · 3 mos, Kolkata, West Bengal, Ran primary research across 200+ retail outlets to formulate merchandising and product-visibility strategy.

Education

Master of Business Administration (MBA), Marketing, Indian Institute of Management Bangalore

Bachelor of Technology (BTech), Electrical and Electronics Engineering, National Institute of Technology Karnataka