Just Do It, Again
Iconic brands have a strong core. Any attempt to transform the core, driven by big consumer and lifestyle changes, can be particularly tricky, as global sportswear brand Nike discovered recently
Harsh Vardhan
Strategy Consultant
Harsh Vardhan is a senior industry professional with over 40 years of experience in marketing, strategy, sales and loyalty management. He has worked with HCL, ITC, JWT, O&M, McCann and Draft Worldwide in various leadership roles. He has had a track record of developing and launching new products, and turning around underperforming businesses. He worked closely with clients like General Motors, Air India, Warner Lambert, Danone, Columbia Pictures, Bacardi, Unilever, Iridium, Titan, and several others. He was responsible for setting up large scale loyalty programmes for leading Indian and global companies. During his entrepreneurial journey he launched several start-up ventures in marketing technology.
Harsh now consults with organisations in business strategy and marketing, and mentors start-ups. He is a faculty member at leading business schools in India and abroad teaching courses in strategy, consulting and entrepreneurship. He has done significant work in the area of value innovation in the current tech-driven environment. He is an alumnus of XLRI, Jamshedpur.
My contributions
5 articles written
Tata Neu: Stripping the hype
Is it even a super app? Or a coalition loyalty programme? A loyalty business veteran dissects the challenges and complexities the Tatas—and customers—will have to grapple with
Zomato Gold: A crisis that was waiting to happen
The Zomato Gold membership programme was a runaway success, but the inherent conflict at the heart of the scheme has sparked off a huge battle between the aggregator and restaurants. For Zomato, shifting the focus of diners from discounts to loyalty may be the best way forward
How business schools in India have killed off research
New, bold and unconventional approaches are needed to resuscitate the research culture
The New Traditionals
Family managed businesses run the risk of being run over by their more contemporary counterparts. If they adhere to some ground rules though, they can come up trumps.