Brands
Nofiltr.Group shifts focus to building creator careers, not deals
After nine years, the company focuses on building careers, not chasing brand deals
MUMBAI: In the creator economy, management often isn’t management at all. Most so-called creator management firms fall into two camps: consultants who broker brand deals and take a cut, and assistants who handle logistics and schedules. Neither builds a career, and neither safeguards a creator’s most valuable asset – their audience’s trust.
The problem is structural. Management companies earn by saying yes, but trust grows by saying no. Turn down the wrong campaign today, and your creator is worth more tomorrow. Say yes too often, and you chip away at what makes them irreplaceable.
Nofiltr.Group, led by CEO Hitarth Dadia, has long felt this tension. “We’ve turned down more money on behalf of our creators than most companies in this space have ever earned,” he said. “A management company doesn’t do that. An incubator does.”
Founded in 2017, Nofiltr was never just a manager. It was an incubator: spotting raw creative talent, often from small towns, and building careers from the ground up. Formats were developed, audiences constructed, and singularity protected. Saying no was part of the job.
Over time, the company’s label drifted towards management. Wider rosters, faster brand deals, quarterly targets – but the instinct to protect creativity never wavered. Nofiltr has built more than 15 creator careers from scratch, and prides itself not on the deals it closed, but the ones it killed.
Now, the company is clearing the clutter. It is doubling down on incubation and career building. Success will no longer be measured in campaigns per quarter, but in the long-term value of creators. Nofiltr is returning to its roots, where the structure finally matches the instinct.
Meanwhile, Dadia is preparing another venture to tackle a bigger challenge: giving creators ownership of the intellectual property they produce. A problem every other creative industry has solved, but the creator economy has yet to fix. The clock is ticking.
Brands
Rohini Laya Venkateswaran named executive director at Gillette India
P&G veteran with two decades of experience steps into leadership role
NEW DELHI: Rohini Laya Venkateswaran has been appointed executive director at Gillette India Pvt. Ltd., bringing with her more than two decades of experience across sales, strategy and brand leadership within the consumer goods sector. In her new role, she will help steer the company’s strategic direction and growth while strengthening its footprint in the grooming and personal care category.
Venkateswaran joins the board after a long career at Procter & Gamble, where she spent nearly 21 years shaping sales strategy, building brands and driving market expansion across India and international markets.
Most recently, she served as chief sales officer for India at P&G. Prior to that, she was vice president and country manager for east gulf markets, overseeing operations in Kuwait, Oman, Bahrain and Qatar while also guiding sales strategy across the Gulf region, including the UAE.
Earlier in her career, she led sales strategy and planning for India while serving as marketing leader for brands such as Olay and Old Spice. During this stint, she focused on reshaping go-to-market channels and building awareness through digital, social and influencer-led campaigns to drive growth.
Her journey at P&G also included roles such as director sales strategy and planning leader India, associate director modern retail and ecommerce, regional manager for Delhi and Rajasthan, and several key account and trade marketing roles across the country. She also spent time in the United States working on the P&G Walmart international team, collaborating on global retail initiatives.
Venkateswaran holds an MBA in marketing from SP Jain Institute of Management and Research and a bachelor’s degree in mechanical engineering from RV College of Engineering.
With her mix of sales acumen, brand-building experience and global exposure, Venkateswaran’s appointment signals a sharpened focus on growth and market leadership for Gillette India.
