Be Hungry For Marketing: Chandan Mukherji, Nestlé India
Nestlé India is home to a myriad of brands including consumer favourites such as Maggi and Nescafé. The company has a strong presence also in categories such as chocolate and confectionery, dairy, breakfast cereals, baby foods and more. Chandan Mukherji holds a central position, where he supports the strategy, marketing and communication across all Nestlé brands. His work in the last year enabled growth for the company in various ways making him among the top marketing leaders in India.
He is among those leaders who firmly believe not only the India growth story but also have great faith in Indian talent and creativity.
Augmented Intelligence
Mukherji recognises the importance of technology and the role it plays in completing tasks in more efficient ways and in a shorter time. But he says the industry is still at a stage, where the likes of artificial intelligence (AI) will not replace people. The current situation is still one where technology complements human creativity. “While AI can excel in certain tasks, humans remain indispensable for strategic thinking, creativity and overseeing AI’s evolving capabilities,” Mukherji explains.
Several areas require people to bring in their decision-making ability, understanding consumer sensitivities and creativity as a differentiator. He elaborates, “In fact, you need people to see how you make AI smarter. Therefore, there would be areas where AI would be able to help us and make our jobs easier, faster and better but the need for marketers to be able to strategise and be creative while connecting with consumers will continue.”
Balanced Growth
A balanced approach is not just in the human and technology aspect but also in how the marketing landscape in India is evolving. Every aspect must be seen and understood from the consumer’s standpoint. Citing the example of the shifts in media spending, Mukherji explains that while different media serve different purposes, the marketer’s plan should be tailored to specific audience preferences.
Digital platforms are witnessing increased engagement due to consumers’ growing online presence but television and print remain essential components for Nestlé India’s marketing arsenal. The primary reason for this is that for some consumer segments, TV and print remain the lead media of reach and engagement.
For aspiring marketers, Mukherji’s advice is to “be hungry for marketing”. He stresses the importance of deeply understanding consumers and delving into behaviours, thoughts, and emotions. He urges young marketers to constantly seek marketing knowledge and stay rooted in consumer-centric approaches.
