Swiggy's Aparna Giridhar On India's Marketing Trends
Hailing from a strong FMCG background, Aparna Giridhar brings a unique perspective to India’s food delivery industry as the vice president of marketing at Swiggy. Despite the rise and rise of digital in India, Giridhar believes that traditional media will not lose its relevance just yet. She also predicts that marketing investments are likely to flow towards sectors with positive growth trajectories.
“While innovations and impactful properties may gain ground, the choice of media in our country will always be tailored based on what the consumer consumes as media & not so much broader industry trends,” states Giridhar.
Marketing as a Growth Driver
Giridhar is among the marketing leaders who believe that the growing influence of generative AI in marketing is still in the early stages. “This being said, AI’s impact will be profound across marketing, insights and creativity as a tool that helps drive agility and variety.” Marketers should actively develop AI skills to leverage its potential for agility and variety.
Marketing is perhaps the only function in a company that prioritises a consumer-centric approach and builds brand affinity. Due to this, it must be viewed as a contributor to growth. “The shift from mere ‘user acquisition’ to a deeper focus on ‘consumer intimacy’ is the key to success,” says Giridhar.
