Brands
Komerz acquires Glassbox to launch creative commerce model in India
Brand storytelling meets AI-driven distribution as Komerz targets $345bn digital market
MUMBAI: London-headquartered commerce platform Komerz has acquired brand and marketing consultancy Glassbox, creating a single integrated system that blends creativity, distribution, and measurable sales.
The move introduces a new “creative commerce” model, combining AI-powered infrastructure, brand strategy, and performance measurement within one platform. By connecting upper-funnel brand building with lower-funnel conversion and repeat purchases, the combined entity aims to provide brands with a seamless growth engine.
Komerz Global CEO Ramesh Krishnamurthy said, “Creative commerce must operate across the funnel. Contextual content, data-led activation and distribution must function as one accountable growth engine.”
Komerz global COO Siddharth Shankar added, “Creative without distribution is theatre. Distribution without brand equity is discounting. Bringing both together lets brands build equity while driving measurable growth.”
Glassbox, founded in 2021 by Geetanjali Bhattacharji and Anil Nair, works across brand strategy, marketing transformation, and integrated communications. Bhattacharji said the integration reflects how “brand building must evolve from episodic campaigns to always-on, data-informed commerce frameworks.”
Komerz, valued around $330 million, operates across the UK, Europe, Asia, and North America. The acquisition will help multinational corporations manage complex global portfolios while enabling challenger and D2C brands to scale across India’s digital commerce market, projected to reach $345 billion by 2030.
With this deal, Komerz is strengthening its global “creative commerce” footprint, following its recent acquisition of US retail measurement firm Pathformance, and positioning itself at the intersection of creativity, commerce, and technology.
Brands
IndiGo CEO Pieter Elbers steps down; Rahul Bhatia steps in as interim boss
Leadership change follows flight disruption crisis and regulatory scrutiny
Pieter Elbers has exited the cockpit at IndiGo. The chief executive of India’s largest airline stepped down at the close of business on March 10, 2026, triggering a swift leadership reshuffle at the country’s dominant carrier.
Rahul Bhatia, managing director of IndiGo’s parent InterGlobe Aviation, will temporarily oversee the airline’s operations and management while the board considers its next leadership move.
Elbers, who joined IndiGo in 2022 after a long stint at KLM Royal Dutch Airlines, was brought in to steer the airline through its next phase of international expansion and operational scale. His departure comes after a turbulent few months for the carrier.
In late 2025, IndiGo faced sharp criticism after cancelling more than 500 flights on November 5 and another 650 on November 7, leaving thousands of passengers stranded across India during peak travel season. The disruptions triggered regulatory scrutiny, with the Directorate General of Civil Aviation issuing a show-cause notice and later imposing a Rs 22 crore penalty linked to crew roster failures.
A subsequent inquiry found the airline had over-optimised operations, relied heavily on crew repositioning and tail swaps, and failed to maintain adequate operational buffers under new pilot rest rules.
In an internal message to employees following Elbers’ resignation, Bhatia struck a reassuring tone. Referencing the popular film phrase “Main hoon na”, he told staff he would stand with them as the airline worked to restore operational stability after the crisis.
“What happened last December should never have taken place,” Bhatia wrote, acknowledging the strain the disruptions placed on frontline employees.
Despite the turbulence, IndiGo remains firmly in command of India’s skies. The airline continues to hold more than 60 per cent of the domestic market, far ahead of its rivals.
Financially, however, the ride has been bumpier. In the December quarter, IndiGo’s consolidated profit plunged 77.55 per cent year-on-year to Rs 549.8 crore, down from Rs 2,448.8 crore a year earlier, even as revenue from operations rose 6.2 per cent to Rs 23,471.9 crore.
Elbers leaves behind a carrier that still dominates India’s aviation market—but one that has recently been reminded how quickly turbulence can hit even the strongest flyers.
