Gurugram: TheFifth.AI, a new-age marketing transformation and consumer consulting firm, has officially launched with the aim of bridging the long-standing gap between strategy and execution for consumer businesses. Founded by a team of seasoned former Big Tech and industry operators, the firm combines AI-driven insights with deep operator expertise to drive measurable business outcomes.
The founding team includes Prateek Sinha, Mayank Jain, Pratham Hegde, Amit Sinha, and Dr. Rohit Saini, who bring collective experience across marketing, product, data science, and growth. The firm has also brought onboard Kirthiga Reddy, Vatsal Mehta, and Nikhil Naredi as advisory board members, each bringing significant global expertise in scaling businesses and building transformative organizations.
Over the past decade, the metrics for consumer growth have evolved — shifting focus from social media engagement and customer acquisition to gross merchandise value (GMV), consolidation, and now profitability and IPO-readiness. This evolution has redefined what effective growth consulting requires. While consulting firms have historically offered strong strategy and agencies have focused on creativity and media, the consistent challenge remains converting strategy into sustained execution.
“TheFifth.AI was built differently to close that gap, bringing together the strategic rigour of consulting, the agility and expertise of operating teams, and the power of AI to deliver measurable business impact,” said Prateek Sinha, Managing Partner and CEO of TheFifth.AI. “Across hundreds of conversations with founders, CXOs, and investors, one pattern stood out: while traditional consulting firms bring immense strategic value, and agencies bring creative and media excellence, there remains a clear need for partners who can connect both ends, translating strategy into sustained execution.”
Positioning itself as the “fifth alternative” to traditional consulting models, TheFifth.AI’s services span three areas — growth strategy, brand building and customer experience, and cost transformation and optimization. The firm’s operating model blends hands-on industry experience with AI-enabled systems designed to deliver profitable, scalable, and sustainable growth for consumer brands.
Advisory board member Kirthiga Reddy, CEO of Verix and former Managing Director of Facebook India, commented on the firm’s approach, “I’ve known Prateek for a long time. His team’s application of AI, not just as a tool but as an intelligence layer across strategy, execution, and measurement, has the potential to meaningfully elevate how brands approach consumer marketing.”
Vatsal Mehta, former VP at Meta and global advertising leader, added, “Having led global teams at Meta, I’ve seen how the gap between strategy and execution limits marketing impact worldwide. TheFifth.AI’s ground-up model, built by industry specialists, effectively bridges this divide.”
The launch comes at a pivotal time for India’s marketing and consulting landscape. The country’s digital economy is expanding rapidly, and major consulting firms have outpaced their global counterparts in performance, underscoring India’s growing significance in the global consulting arena.
Amid this backdrop, TheFifth.AI aims to redefine how consulting translates strategy into execution — helping brands grow profitably, scalably, and sustainably through the combined power of AI and experienced operators.
