Who we are
We are an independent marketing advisory at the intersection of brand building and marketing technology. Our first ambition: to map India’s marketing technology ecosystem from the perspective of the people who lead it, the marketing and technology leadership of this country.
A flagship study · The State of Marketing Technology in India
The verdict is in: “SaaS is dead,” “MarTech is dead,” all of it about to be swept away by artificial intelligence (AI). The predictions may even be right. But from where we sit in India, there is a prior question that needs an answer: what does our marketing technology (MarTech) landscape actually look like? Have we established a baseline: a clear, shared account of what has been built here, what it is used for, and what genuinely works?
AI may well displace a great deal of it. What it displaces still deserves to be understood: a structured response, not a hot take. This study is our attempt at that baseline, built in a spirit of enquiry, and we are inviting fellow senior leaders to help us record it. This report establishes the first shared benchmark for assessing MarTech maturity across Indian enterprises, creating a common reference point for organisations to measure, compare, and accelerate their capabilities.
01
Chief Marketing Officers (CMOs) and marketing heads who choose the technology and then live with the results. Your read on what genuinely works, and what quietly does not, is the heart of what this study is trying to record.
02
Technology leaders understand their own martech stacks, but organisations often lack a common language to align on performance. With insights remaining siloed and data rarely shared, the industry has no common benchmark for comparison.
03
Those making brand and marketing calls with little India-specific evidence to lean on. Your questions tend to be the sharpest ones, and this study is built partly to help answer them.
How we are approaching it
Every question is read in two voices, the brand’s and the customer’s. Technology is the bridge between them. Judgment gets the final word.
The two of us
One of us talks technology, the other speaks the language of brands and consumers. The work comes out of the tension between the two.
Be part of the record. If you run marketing, technology, or a brand in India, your experience is part of the picture we’re trying to draw.
Participate in the study