Mumbai: R K Swamy has announced the formation of its brand and marketing consulting group, with a full team in place. This new service aims to differentiate itself by combining multiple disciplines under one roof—brand strategy, digital experience, communications, data analytics, and consumer insights. The company already has a proven track record in each of these areas.
Speaking to Medianews4u.com, Shekar Swamy, Managing Director and Group CEO, R K SWAMY Ltd., said that this offering is driven by market demand, based on consistent client feedback. “Over the years, clients have frequently approached us for interventions even after appointing other consultants, primarily because they weren’t receiving the desired marketing inputs,” he explained.
“Consultants are doing many other things—we have no comment on that. But what we’ve repeatedly heard from clients is a very specific expression of need,” he added. When asked about the group’s USP, he said, “First of all, it’s very focused. We’re not a broad-based consulting group—we are strictly a brand and marketing consulting group.
“We bring 50 years of experience, along with multidisciplinary expertise. Put all that together, and while we don’t claim a unique USP, our collective knowledge and depth of experience offer real relevance to clients with specific needs. We are not addressing everyone—this is a focused effort.”
A Practical Approach
Swamy emphasized that the group’s approach to consulting is grounded in practicality and value delivery. “If we can’t deliver value, we have no business being at the table. We apply a very high practical filter to any assignment we undertake. The reality is, we’ve been in this market for 52 years.”
“First and foremost, we’re grounded in the Indian market. We love the bazaars of India. There is no more complex marketing and sales environment in the world. I’ve studied marketing and global communications across markets, and nothing compares to India’s fearless complexity. If you can succeed here, you can succeed anywhere. That’s our reality—we believe in this market, and we must understand it to succeed in it.”
Swamy highlighted the uniqueness of the Indian market—large, complex, and intellectually stimulating. “This market deserves a homegrown, integrated marketing services player that puts India first. That’s our mantra. Indian brands and clients demand and deserve world-class service—and that’s our holy grail. This will be delivered by professionals who are both sensible and sensitive.”
Combining Disciplines
On the strategy and challenges of integrating multiple disciplines under one group, Swamy noted that most challenges are operational. “It’s about bringing the right teams together, but that’s not an issue for us. We are one group, one company.”
“It’s similar to a manufacturing setup, where designers, production engineers, and technology professionals collaborate. This is no different—it’s a team effort.”
However, he acknowledged that specific challenges may arise based on individual client needs. “If a client’s issue requires additional talent, we’ll address that on a case-by-case basis.”
On the IPO
Regarding whether their 2023 IPO helped facilitate this initiative, Swamy clarified, “The two aren’t necessarily connected. But during the IPO, we stated our intention to undertake such initiatives, so this partially fulfills that commitment. That’s the only link—we could have done this without an IPO as well.”
Client Base
While a significant portion of RK Swamy’s revenue comes from BFSI, Swamy noted that the consulting group’s clients won’t be limited to this sector. “We’re open. If BFSI clients engage us, we’d be happy to work with them. But we see potential in a broad range of clients who can benefit from our services.”
The Role of Data Analytics
Swamy stressed the growing role of data analytics, especially in optimizing media investments. “It’s crucial to have this capability, which we’ve built over time. Media is where a lot of money is spent, and the smarter the analysis, the better the return on investment.”
Ultimately, he said, the goal is to offer more relevant services to clients. “This initiative is one more step in that direction.”
Challenges in India
“There are many challenges clients face,” he said. “Multinational companies may try to implement global strategies in India—sometimes it works, sometimes it doesn’t, and it has to be reworked.
“For Indian companies, challenges depend on their origin, operations, and geographic spread.”
Raising Competitive Barriers
Swamy said that one focus area of the new group is helping clients build competitive barriers. “Most successful brands have done this. High brand loyalty, for instance, becomes a competitive barrier. If you’re the challenger, you need to find ways to chip away at that loyalty with differentiated strategies.”
Depth of Analysis
He emphasized the importance of deep analysis. “We cannot operate without deep diving. Much of our effort goes in at the beginning. Without depth of analysis, solutions will be superficial—and that’s not acceptable for clients.”
AI as an Enabler
Swamy acknowledged the value of AI in enhancing their capabilities. “AI speeds up analysis, helps gather and deliver relevant insights quickly, and strengthens our data work in many ways. We’re doing a lot on the AI-driven data front.”
Delivering Disproportionate Value
Delivering beyond client expectations is a non-negotiable principle, according to Swamy. “If a client gives you X, you must deliver more than X. That’s how we’ve built long-term relationships and loyalty.”
“Clients must feel they’re receiving more value than they’re paying for. To achieve that, you need rigor, discipline, the right people, effective processes, and the right orientation.”
A 50-Year-Old Startup
He concluded with a reflection on the company’s mindset. “We’re also looking at a reset of a business that’s over five decades old. Our mental models must constantly evolve. We often say we’re a 50-year-old startup—not because we’ve arrived, but because we know we can’t rest on our legacy. Fifty years is a fact—but it’s only the beginning.”
