Aarti B Iyer

With over 22 years’ of experience in marketing and business development, a career that has spanned from advertising to marketing and building businesses. Have always been passionate about building brands for the future and have worked across categories from FMCG to fashion, hospitality, education, consumer durables, agriculture, animal feed, technology, real estate, paints, healthcare & video games. Was the head of marketing for companies such as Unibic Cookies, Stovekraft Ltd., Waterbase Ltd, OrgTree, etc.

With the inbuilt belief that each brand has its own identity, life cycle and journey, do treat each brand differently to give to its own identity and build its business in the market. Attuned to the market dynamics & economics, strengths lie in understanding the customers and their insights along with market dynamics to provide the precise strategies for the companies/brands to gain both market share and mindshare. 

Experience ranges from providing strategies for launching/building brands locally, nationally & internationally to relaunching brands that were facing problems, creating a brand in commodity-led segments, positioning large business groups in India and starting businesses from scratch.

Primarily work on all aspects of business strategy from business profiling to identifying the competitive advantage & market-fit, crafting vision, mission & goals, working on positioning, setting business objectives (long-term & short term goals) and providing/implementing the go-to-market strategy.

Currently an entrepreneur, business advisor and marketing consultant. Also, a mentor at IIMB NSRCEL.

Launched and built several brands such as Nippon Paints, Pril, Ti Cycles, Mentos, etc. in India during the first 10 years of my career. I have also worked on big Business Groups such as The Murugappa Group, Rajshree Sugars, etc. to name a few. Played an important role in positioning The Murugappa Group for the first time which was known for its Group companies. Got the national brand status for Unibic Cookies and brought in digital intervention for Stove Kraft that believes in traditional methods of business development. Have also helped several start-ups, small and mid-size companies with business and marketing strategies. Launched an edu-tech company during the pandemic for the tribal children of the Nilgiris.