Ritesh is a student of human behaviour and its manifestation in consumption and shopping habits. A market researcher by training and a marketer by profession, he combines the ability to unearth fresh insights with creative marketing programs.
Over the last 25 years, he has built a track record of launching new brands (Tata Docomo, Minute Maid), re-inventing legacy brands (Photon, Thums Up, Maaza) and adapting global brands to Indian realities (Coke, Fanta, Sprite). A restless soul seeking the thrill of a new challenge, he has worked in 10 organizations across FMCG, Telecom and Retail. His three longest and most remarkable stints have been at Coca Cola India, Tata Docomo and now Croma.
As CMO of Croma, he has piloted the transformation of a brick and mortar giant into India’s first truly omni-channel retailer. Focusing on a digital-first connection with a generation of digital natives seeking to buy their next tech-toy has driven the brand to a 50% growth in outlets, 100% growth in revenue and profitable same store growth over the past five years