MAM
ZeeMelt: Bitcoin to be biggest disruptor, predicts Project X’s Nicholas Russel
MUMBAI: It’s the third year of disruptive marketing communication. Established companies had a hard time understanding why this model is a thing of the past. What it all comes down to is: that customers have become market-savvy forward-thinkers.
Startups are entering the game and are giving customers what they want. They are disrupting the industry and forcing incumbents to catch up or fall behind.
WATConsult CEO Rajiv Dingra said, “It’s very important to know what disruption is — it’s not an event, it is a process, and digital creates a lot of disruption — in many ways, like pricing and promotion.”
Talking about disruptive pricing, Project X founder Nicholas Russel said, “If we think about pricing contextually, disruptive pricing is jumping in the real world and starts acting like pricing online. The main concern is about cost price and value. Considering Apple as a brand, the cost of making is $211 and the price we get it from the market is around $550, which helps in reaching the margin to $399, i.e 60%.
Comparing Amazon with Walmart, the former pays 1/3rd of what Walmart pays for its retail stores.” Amazon retail online EB/EBITA ratio is 26.41.
Talking about what e-commerce (Amazon) can do which retail can’t, he said, “E-commerce can have discounted price as compared to retail stores. And, it may lower the price for the good conditioned used products.”
“Bitcoin is going to be the biggest disrupting things in the future which is not controlled by anyone, it is the market altogether. In future, it is possible that you won’t see the price tag on products — it will be available after you scan the barcode on the product,” Russel said.
Dingra added, “Amazon is not an e-commerce company — it has now become an ecosystem company.”
Lava business head & CMO Sunil Raina said, “Disrupting only happens through technological advancements. The challenges faced by Lava to be one of the best and trusted brands in industry are rapid tech changes, short product life cycle, transparent product, demonstration-based selling, different marketing, one brand mutiple channels, multiple pricing and the ever-evolving customer.
To acheive the goal, Lava and XOLO have busted many myths in the industry and the business model of Lava and XOLO are single-layer distribution followed by cash & carry. Keeping the quality in mind it stands on two pillars — first, the consistent product quality, and second, consistent great service. “For us, quality is not a trade-off for price,” Raina said.
Lava claimed to have the highest reach of 1,65,000 retailers with $2 billion annual global revenue. About competition, Rana added, “We are building our base for the last seven years, and after an year, we will be prepared to take on Vivo and Oppo.”
SapientRazorfish VP Saurabh Das said, “Service is basically — live up to your brand promise wherever and whenever customers come calling. A brand needs to accelerate innovation in the service experience to create greater value for customers — stay differentiated & monetise.”
Brands
Devyani International names Sandeep Anand, Robinder Singh in key roles
Pizza Hut and Costa Coffee businesses see leadership refresh from April
MUMBAI: Devyani International has strengthened its senior leadership bench with a fresh set of appointments across its key brands, Pizza Hut and Costa Coffee, signalling a sharper focus on growth and brand momentum.
The company has appointed Sandeep Anand as chief marketing officer and business head for Pizza Hut. His appointment, approved by the board via a circular resolution on April 3, follows a recommendation by the Nomination and Remuneration Committee, as reported by CNBC-TV18. Anand will officially step into the role on April 6, 2026.
He takes over from Vijay Gogate, who currently serves as chief executive officer for Pizza Hut within the company’s operations. The move marks a strategic transition as the brand looks to sharpen its marketing and business playbook in a competitive quick service restaurant market.
Anand brings over two decades of experience across the food and FMCG sectors, with a strong track record in brand building and innovation. His career spans roles at major consumer-facing companies including Domino’s, Zydus Wellness, Zomato, GSK Consumer Healthcare, Reckitt and Ranbaxy, giving him a well-rounded perspective on both scale and agility.
Alongside this, Robinder Singh has been appointed business head for Costa Coffee and the company’s airport operations. He too will assume his new role on April 6, bringing more than 18 years of experience in operations, business expansion and customer experience transformation.
The twin appointments come at a time when Devyani International is doubling down on leadership depth to steer its portfolio through evolving consumer preferences and heightened competition. With fresh faces at the helm of two key verticals, the company appears set to brew up its next phase of growth with renewed energy.
