"It's not about selling products but creating experiences'"

In his first interview as CMO, Tanmay Prusty outlines a vision for Crompton 2.0, anchored in insightled marketing, consumer-first innovation and purpose-driven transformation across brand, portfolio and process By Reema Bhaduri

- Reema Bhaduri

With 20 years of experience at top brands, what are your key priorities for Crompton's brand positioning as its new CMO?

Crompton has over 85 years of unwavering trust and loyalty from Indian consumers. It's a name synonymous with reliability and innovation. Our journey is shaped by one clear purpose - to keep solving for the ever-evolving needs of our consumers. We have a business that spans across many categories, and we've also expanded our portfolio with intelligent, future-ready solutions, and we're not stopping there.

North Star ideally remains the same. We want to work with consumers backwards to make perfect solutions. We want to understand their lives, anticipate their aspirations and deliver smart, responsible solutions. Innovations that truly make a difference in their lives. Whether it's content, communication or product ideas, we will relentlessly push creative boundaries to craft truly memorable experiences for our consumers. The idea is not about selling products but about selling experiences. These are products that stay with consumers for a long time in their lives.

What marketing shifts and product innovations can we expect under Crompton 2.0?

Crompton 2.0 journey signals a big transformation. The journey will be rooted in a profit-led approach, but it looks at maintaining a sharp top-line focus. The strategy will be backed by deep investments and a lot of time and effort towards brand reinforcement.