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By the numbers Project Worldwide tries to solve marketing’s toughest sum

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MUMBAI: Marketing has always loved big ideas. Now it is being asked to show its working. Project Worldwide has announced the launch of Math of Marketing, a proprietary intellectual property positioned as a long-term framework to decode marketing effectiveness and measurement in India. Debuting with what the group describes as India’s largest-ever study on marketing ROI, the initiative is designed not as a one-off report, but as a permanent strategic pillar for the network in the region.

The IP arrives at a moment when Indian marketing is wrestling with a familiar contradiction. CMOs are under constant pressure to deliver immediate returns, even as brands acknowledge the need to invest in long-term equity. Math of Marketing sets out to address that tension by creating a structured, evidence-led approach to how success is defined, measured and defended in boardrooms.

According to Project Worldwide global CEO Chris Meyer India represents a critical inflection point. He said the country’s next phase of growth will be unlocked by evidence-based marketing, adding that the new IP is intended to build a rigorous foundation for understanding how brand value and commercial outcomes truly connect in one of the world’s most dynamic markets.

At its core, Math of Marketing focuses on five pressure points shaping modern marketing decisions. These include proprietary metrics that link brand health directly to revenue, frameworks for balancing short-term performance with long-term brand building, and quantifying the ROI of customer marketing and loyalty. The initiative will also track how AI adoption, advanced attribution models and evolving technology stacks are influencing decision-making in 2026, alongside assessing how disciplined Indian organisations really are when it comes to experimentation and agility.

The first major output from the initiative will be a flagship report titled Math of Marketing: How Modern CMOs Measure What Matters, intended to act as a reference point for both B2B and B2C marketers. Beyond the data, the IP will be supported by an ongoing “brain trust” of senior marketers, analysts and industry experts, aimed at setting new benchmarks rather than reacting to old ones.

For the India business, the emphasis is on creating common ground. Project Worldwide chief growth officer for India and South Asia Rasheed Sait said the market no longer needs more dashboards, but a shared language for success. He noted that the IP is designed to give brands India-specific blueprints to optimise media mix, creative effectiveness and long-term investment decisions in an increasingly complex ecosystem.

Project Worldwide plans to activate Math of Marketing through a series of industry consultations, expert roundtables and collaborative workshops in the coming weeks, keeping the conversation rooted in real-world challenges rather than theoretical models.

In an industry where intuition has often outpaced evidence, Math of Marketing is a clear signal of where the debate is heading. Less guesswork, more grounding. And perhaps, for once, marketing might finally get full marks for its maths.
 

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Delhivery chairman Deepak Kapoor, independent director Saugata Gupta quit board

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Gurugram: Delhivery’s boardroom is being reset. Deepak Kapoor, chairman and independent director, has resigned with effect from April 1 as part of a planned board reconstitution, the logistics company said in an exchange filing. Saugata Gupta, managing director and chief executive of FMCG major Marico and an independent director on Delhivery’s board, has also stepped down.

Kapoor exits after an eight-year stint that included steering the company through its 2022 stock-market debut, a period that saw Delhivery transform from a venture-backed upstart into one of India’s most visible logistics platforms. Gupta, who joined the board in 2021, departs alongside him, marking a simultaneous clearing of two senior independent seats.

“Deepak and Saugata have been instrumental in our process of recognising the need for and enabling the reconstitution of the board of directors in line with our ambitious next phase of growth,” said Sahil Barua, managing director and chief executive, Delhivery. The statement frames the exits less as departures and more as deliberate succession, a boardroom shuffle timed to the company’s evolving scale and strategy.

The resignations arrive amid broader governance recalibration. In 2025, Delhivery appointed Emcure Pharmaceuticals whole-time director Namita Thapar, PB Fintech founder and chairman Yashish Dahiya, and IIM Bangalore faculty member Padmini Srinivasan as independent directors, signalling a tilt towards consumer, fintech and academic expertise at the board level.

Kapoor’s tenure spanned Delhivery’s most defining years, rapid network expansion, public listing and the push towards profitability in a bruising logistics market. Gupta’s presence brought FMCG and brand-scale perspective during a period when ecommerce volumes and last-mile delivery economics were being rewritten.

The twin exits, effective from the new financial year, underscore a familiar corporate rhythm: founders consolidate, veterans rotate out, and fresh voices are ushered in to script the next chapter. In India’s hyper-competitive logistics race, even the boardroom does not stand still.

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Meta appoints Anuvrat Rao as APAC head of commerce partnerships

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SINGAPORE: Anuvrat Rao has taken charge as APAC  head of commerce and signals partnerships at Meta, steering monetisation deals across Facebook, Instagram and WhatsApp from Singapore. The former Google executive, known for launching Google Assistant, PWAs, AMP and Firebase across Asia-Pacific, steps into the role after a high-growth stint as chief business officer at Locofy.ai.

At Locofy.ai, Rao helped convert a three-year free beta into a paid engine, clocking 1,000 subscribers and 15 enterprise clients within ten days of launch in September 2024. The low-code startup, backed by Accel and top tech founders, is famed for turning designs into production-ready code using proprietary large design models.

Before that, Rao founded generative AI venture 1Bstories, which was acquired by creative AI platform Laetro in mid-2024, where he briefly served as managing director for APAC. Alongside operating roles, he has been an active investor and advisor since 2020, backing startups such as BotMD, Muxy, Creator plus, Intellect, Sealed and CricFlex through a creator-economy-led thesis.

Rao spent over eight years at Google, holding senior partnership roles across search, assistant, chrome, web and YouTube in APAC, and earlier cut his teeth in strategy consulting at OC&C in London and investment finance at W. P. Carey in Europe and the US.

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Brnd.me enters Europe as haircare brands power global expansion

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Bengaluru:  Brnd.me, the global consumer brands company formerly known as Mensa Brands, has entered the European market following strong momentum across the Middle East, the United States and Canada.

The company has launched across the UK, Germany, France and Spain, with plans to expand into Italy, the Netherlands and Poland over the next year. The push is being led by its haircare and aromatherapy brands, Botanic Hearth and Majestic Pure, marking Brnd.me’s first structured expansion into Europe.

The European beauty market represents a total addressable opportunity of over $4 billion across haircare and aromatherapy, supported by high digital adoption and demand for accessible, performance-led products.

Brnd.me’s hair care and aromatherapy business currently operates at an annual run rate of around $6 million, with Botanic Hearth and Majestic Pure delivering roughly 10 per cent month-on-month growth, driven by expansion and rising repeat demand.

To support regional growth, the company has appointed a general manager based in Germany and is evaluating investments in warehousing and local team expansion.

Early traction has been strong. Within weeks of launch, Botanic Hearth’s rosemary hair oil ranked among the top five hair oils in Germany, signalling strong consumer pull in a competitive market.

Brnd.me founder and chief executive officer Ananth Narayanan, said Europe represents the next phase of the company’s international strategy. He added that the European business is expected to scale to a $10 million annual run rate by the end of 2026, with long-term ambitions to reach $60 million over the next six years.

The company’s Europe strategy centres on digital-first distribution, repeat demand and TikTok-led discovery, alongside direct-to-consumer expansion to strengthen brand equity and margins.

The move also aligns with growing EU–India trade engagement, supporting long-term sourcing and cross-border supply chains.

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