MAM
Hector the factor as Wondrlab’s mar-tech muscle flexes worldwide
MUMBAI: From backroom code to front-line growth engine, Hector has moved out of beta and into the big leagues. Wondrlab’s proprietary commerce-media platform now powers growth for over 350 brands across ecommerce, quick commerce and digital retail, underlining its rise as one of India’s most widely adopted deep-tech marketing platforms.
In just three years, Hector has scaled from an internal innovation project to a full-fledged platform managing more than Rs 3500 crore in advertising investments for digital-first disruptors and large enterprise brands alike. Along the way, it has also clocked a global milestone, earning a place among Amazon Ads’ Top 20 Innovation Partners worldwide the only Indian company to feature on the list.
Built with global-grade engineering standards, Hector is now ISO-certified and SOC-compliant, a move that positions it squarely for enterprise adoption. The certifications allow brands to deploy AI-led commerce-media strategies with stronger assurances around data security, governance and compliance increasingly critical as ad spends migrate deeper into retail and performance ecosystems.
The platform’s ambitions are no longer limited to India. Riding the surge in demand for AI-driven commerce media, Wondrlab has expanded Hector into the United States and Japan, with the US already emerging as its second-largest growth market. Faster SaaS adoption nearly twice the pace of India is accelerating uptake among American advertisers looking for scalable retail media solutions.
Commenting on Hector’s trajectory Wondrlab Network co-founder Rakesh Hinduja said the platform validates the group’s belief that India can build globally competitive technology IP. He noted that Hector was designed not as a marketing add-on, but as a core business transformation engine, with its adoption across 200 plus clients and overseas expansion signalling the next phase of Wondrlab’s global ambitions.
Echoing this, Neon and Hector AI founder, Meher Patel said the platform was built to deliver measurable outcomes at scale, a promise that has resonated strongly with ecommerce and quick-commerce partners spanning Amazon, Flipkart, Instamart, Blinkit and Zepto. International expansion, he added, is just the first step in building a globally relevant commerce-media ecosystem from India.
Today, Hector sits at the heart of Wondrlab’s full-funnel mar-tech stack, as the network records double-digit growth, widens its global footprint and sees rising demand from sectors such as retail, FMCG, fintech and mobility. As brands increasingly shift towards proprietary, scalable mar-tech platforms, Hector appears well placed to keep punching above its weight and well beyond India’s borders.
Brands
Radico Khaitan appoints Kunal Madan as chief marketing officer
Promotions signal focus on premium spirits, global expansion and homegrown leadership
UTTAR PRADESH: Radico Khaitan has elevated two long-serving insiders to its top leadership team, signalling a bold push into premium spirits and global markets. Kunal Madan steps in as chief marketing officer, while Sudhir Upadhyay takes charge as chief sales officer, both part of what managing director Abhishek Khaitan calls a consciously built next-generation leadership bench.
“At Radico Khaitan, our growth has always been powered by people,” Khaitan said. “True leadership is not imported, it is cultivated.” He added that empowering internal talent ensures continuity while keeping the company globally competitive and future-ready.
Madan, with over 20 years of experience across global sales and marketing, will drive brand architecture, marketing strategy, and the premiumisation agenda, including travel retail. Upadhyay, who has 25 years in the industry and was most recently national sales head, will oversee distribution expansion and execution across markets.
The leadership reshuffle comes amid Radico’s intensified focus on premium spirits, a segment driving higher margins and international growth. Last year, Ajay Kakkar was brought on to head the Premium On-Trade vertical, targeting modern and institutional channels to boost presence in high-growth segments.
Meanwhile, Amar Sinha stepped down as chief operating officer after contributing across multiple growth phases. Khaitan acknowledged Sinha’s role in supporting the company’s trajectory, while Sinha described his tenure as “an absolute privilege,” crediting Khaitan’s leadership for shaping the company’s strategic direction.
With a homegrown leadership bench and a clear premium agenda, Radico Khaitan is set to accelerate its global expansion while doubling down on brand elevation and market impact.
