Ashutosh Tiwari │  Founding Partner & Director

Ash has almost 25 years of primarily global practitioner experience across diverse scales & complexity, geographies & categories, in line, corporate & consulting roles. On the client side, this experience has straddled highly respected global & Indian organizations: Britannia, J&J Consumer, Mattel Toys, Sara Lee, Godrej Group & Godrej Consumer with complexity ranging from single category to 14 category portfolios. This experience straddles emerging markets across diverse cultures like India, Sub Saharan Africa, Indonesia, Latin America. It has involved operational experience of FMCG categories like Home Care, Personal Care, Food, Toys with additional strategic experience of Home Décor & Furniture, Appliances & Security, Real Estate, Agri products across business scale ranging from $10 mn to $3 bn. Ash has helped rejuvenate or build key brands like Godrej, Good Knight, HIT, Ambipur, Carefree, Hot Wheels, Interio, Nature’s Basket in India and Stella, Mitu [Indonesia], Darling [Africa], Issue [Argentina] etc. internationally.

In his 5years old consulting avatar, Ash has contributed to organisations like Abbott, Vodafone, Zydus Wellness, Godrej Consumer, Asia Pacific Fibers, Cipta Busana Jaya, Beauty Essentials, Sony Pictures, Esselworld, Aditya Birla Group, Mahindra Auto etc. in India and abroad. Throughout his career, Ash has helped businesses accelerate value creation & transform P&Ls through insight centered business strategy & construct with organization design implications. Most projects have involved business trajectory change & consequent organization change management.

In his last client side role, Ash played the lead role in post acquisition strategic integration & value addition into M&As and JVs of Godrej’s $1.5 bn FMCG business. This has crucially involved a future facing re-purposing of Africa business towards an insight centric business model with path breaking potential. Ash also conceptualized, set up & led rejuvenation of $2.3 bn, 110 years old Godrej brand through new brand positioning, business strategy & multi category portfolio architecture with strong results. Ash has aided organizational evolution at Godrej towards becoming details strategic, consumer centric & fluid through strong employee engagement, design of marketing excellence programs & investment behind valuable fore-sighting projects.

Prior to this, he co-led the business revival of Godrej Sara Lee, professionalization of sales in J&J etc. In his long career, Ash has also conceptualized path breaking, brand or business leading innovations like world’s first browser virtual world, Gojiyo or a branded lifestyle reality show, Khelo Jeeto Jiyo or tech enabled usage experience in furniture or category redefining global innovations in household insecticides. In most of his roles, Ash has led deployment of technology to resolve complex challenges.

Ash is one of the leading thinkers in the arena of Business Strategy, Strategic Marketing, Brand & Innovation contributing to pushing the discourse through society leaderships, publications, guest lectures at premier institutes & keynote addresses at global conventions. Ash has also won a slew of Indian & International awards for himself & for his work. He is a strongly endorsed professional heavily recommended by opinion leaders on Linkedin. Of late, a particularly exciting area of focus has been in making cultural insights throttle across different facets of business, brand & innovation for tangible transformations.

Ash is happily married for 20 years with a 8 year old son. Some of his interests include social evolution through the lens of mythology, genetics & linguistics; astrophysics; design; convergence technologies; poetry & sketching.

Ash is delighted to have helped & learned from …

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