Mumbai: Shubhangi Bhatia Gupta has joined Nirmit Bharat as Brand Lead for the parent brand and its consumer-facing app, DigiHaat. Nirmit Bharat is a wholly owned subsidiary of Open Network for Digital Commerce (ONDC), the Government of India’s initiative aimed at democratizing e-commerce and creating an open, inclusive digital commerce ecosystem.
In her new role, Bhatia will be responsible for shaping the overarching brand strategy, driving key initiatives, and leading integrated marketing efforts for both Nirmit Bharat and DigiHaat. Her mandate includes strengthening brand visibility, deepening consumer trust, and clearly communicating the value proposition of ONDC-led initiatives to the public.
Bhatia described the opportunity as aligned with a larger national mission, noting that the vision behind Nirmit Bharat and DigiHaat is “audacious, empowering and supremely beneficial for Bharat.” She believes that focused brand-building initiatives will play a critical role in reinforcing DigiHaat’s positioning and highlighting the transformative impact the government aims to deliver through the ONDC framework.
Prior to this, Bhatia served as Insights and Growth Lead at BOD Consulting, where she led brand strategy and research mandates for clients across the technology and education sectors. Her experience spans building and scaling brands in high-growth environments.
Over the course of her career, she has contributed to the development and strategic positioning of brands such as Yubi, Razorpay, and Publicis India.
