IIT Delhi Conclave 2025 | Culture Codes, New India & Powerful Insights | Pramod Maloo I had the privilege of visiting IIT Delhi on November 9th for a student-led conclave on “Culture Codes and Consumption Patterns: Decoding the New India.” I also had the honour of moderating a panel featuring leaders from HCL Tech, Taco Bell, MagicBricks, HarperCollins, and Sun Life Global. The conversation brought out powerful insights on India’s evolving culture, shifting consumer behaviour, and the rise of a truly NEW INDIA. The energy, enthusiasm, and participation from the IIT Delhi students made the session even more special. I also had the opportunity to present my book to the panelists and professors. Grateful to the organizers at IIT Delhi for the invite and for creating such an inspiring experience. [Pramod Maloo, Pramod Maloo IIT Delhi, IIT Delhi conclave, New India culture, Indian consumer behaviour, culture codes India, consumption patterns India, marketing panel India, IIT Delhi event, student conclave IIT, HCL Tech, Taco Bell India, MagicBricks, HarperCollins India, Sun Life Global, Pramod Maloo book]
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Consider this. When the mobile phone signals are weak in an office, residential complex or a hotel what do you do ensure that the signal reaches your phone? Yes, we install boosters to make the signal stronger thereby ensuring that our communication gets through. Performance marketing is a similar booster in Digital marketing which ensures better reception / results. As a businessman you are more than aware that without superb marketing your business is not getting anywhere soon. ‘Performance marketing’ is also about ensuring that you pay for the results that you want. It could be a click on your Ad; capturing the data of a prospective customer; conversion of a click on the ad into sales and so on. (You are the best judge of what works for your business – so aim for that result) However, to be effective in this game it is important to keep track of what works for you and what doesn’t. It is not about saving money; it is about putting it to effective use so that finally sales are generated While the ads can be of various kinds (from Search engine to Social Media ads), the beauty of digital marketing is that you can target your ad in a way that it is shown to the kind of people that you want. Therefore, creating a profile of your customer is critical in digital marketing. This profile forms the basis for the system / algorithm to target the person who matches that profile. Technology enables you to track the person who clicked on your ad and continue to motivate him into closing the sale. Some businesses find it more effective to capture the contact details of a potential customer or what may be referred to as ‘capturing leads’ (sounds fancier doesn’t it?) and then continue to be in touch with them online or offline until the sale is closed. For example, most people will not buy a car or a house online, they have to be contacted offline and then counselled or convinced (so you need to choose what works best for you)
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As a business owner when someone tries to explain about SEO do you get uncomfortable as is way too technical for you and you are like I am better off the way I am!. Basically it is the fear of unknown that scares you. But as a business owner you got to understand atleast the basic concept. Are you with me? If so, lets try and understand the basic concept and win over the unknown for once and for all. So basically SEO is a process by which your website shows up on top of the search results when a user is searching on Google for a keyword which is relevant to your business. It is driven by n number of factors but if I were to sum up it boils down to two core concepts – Authority and Relevancy. Let me explain these two words by an example. Suppose you are slogging on the nets or you have enrolled into an acting institute to make it big as a cricketer or as an actor. You working day in and day out but you are not getting noticed by the selectors or by a film producer. Suddenly, you get a strong reference in CMO office and Mamta Banerjee, the CM of West Bengal in one of the press releases talks about you as the next big upcoming cricketer or actor. What do you think will happen to your career in days to come, you will certainly be noticed by selectors or production houses. Right? That my friend is the concept of authoritative link in context to SEO. Now imaging you get a mention from Sourav Ganguly or by Shah Rukh Khan as the upcoming sensation in the world of cricket or film industry. What do you think will happen then? You are certainly going to make it to cricket team or perhaps in Ranji Trophy for sure! In other example by a big production house or by a regular film production house for sure because a person from that industry referred you/mentioned you in his talks. That my friend is the concept of Relevancy or relevant link in context of SEO. So basically your website needs to get authoritative and relevant link backs from other websites which are credible and relevant to your business. This will boost your ranking on search engine results.
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This is about community building… In the physical world, if you want to uplift your image, project your professional acumen, make your brand prominent or establish your leadership position in a sector, normally you speak in trade chamber meetings; sponsor events in a social club; get other members in the social clubs talking about you. In a similar manner, social media platforms can be leveraged to establish your brand credibility / reputation. You can speak out from these platforms (which have a far bigger reach than any social club) to fulfil the similar objectives However, to make the best use of Social Media, you need to decide what your goal is (in terms of what you want from it) i.e. whether you want to bring them onto your website; Increase Brand awareness or increase your sales. This helps you create the content (posts or reels) which will make your target do what you want. Of course, the goals also depend on the nature of your business (i.e., Business to Business (B2B) OR Business to Customer (B2C) segment). For example, a B2B business like Software service provider would like to establish its thought leadership & authority on the subject and would look for leads; while a B2C business like a Branded Mattress / Pillow would like to spread Brand awareness or look for sales conversion However, creating the right kind of content is also not enough. To get the best results from your campaigns you need to leverage social media, which simply means multiplying your efforts by collaborating with other active people (who have their own large following viz., Influencers, complementing businesses etc) on these social platforms. For example, Hotels use Travel vloggers with a good number of followers, to promote their brand and Fitness equipment Brands use fitness icons to promote theirs’ (basically you put your goods on someone else’s conveyor belt) To add to this, there are other brilliant tools available today, like ‘WhatsApp for Business’. They can help small businesses succeed by enabling easy despatch of e-catalogues, automated messages as well as handling of payments etc. to their database. Thus, even the smallest of businesses are able to organize and market themselves without spending much. Done well, this can be your ticket to Status & Fame (Rutba & Shohrat)
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Content marketing is like using pick-up lines on your target customer. At first, you might feel a bit awkward and unsure if it’ll work, but with the right approach and consistency, you start to see some positive responses. Just like how a clever pick-up line can grab someone’s attention and spark a conversation, well-crafted content can attract your audience, engage them, and ultimately lead to meaningful interactions and relationships. And just like in dating, authenticity and understanding your audience’s interests and needs are key to making those connections last. So, polish up your content marketing skills and charm your audience with content that makes them swoon! Dental Clinic: “Are you flossing regularly? Because you’ve got a smile that deserves to shine brighter than the sun.” “Do you believe in love at first brush? Because after seeing your smile, I’m a believer.” “If a smile is worth a thousand words, then yours just left me speechless. How about we give it some extra sparkle together?” Fitness Center/Gym: “Is it hot in here or is it just the burn from your workout? Either way, you’re lighting up the room.” “They say laughter is the best medicine, but have you tried squats? Because your smile tells me you’re ready for a workout.” “Do you believe in destiny? Because I have a feeling our paths were meant to cross on the treadmill.” Coffee Shop: “Do you believe in love at first sip? Because your latte art just stole my heart.” “If life is a brew-tiful adventure, then meeting you must be the highlight of my day.” “Are you a coffee bean? Because you’ve got me grinding for your attention.”
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Do you have a friend who runs a who owns a shop /showroom or a demo space for showcasing his product or service and questions importance of a website and is not willing to go through the theories to get convinced. Let me try and put a small explanation with an example for him to understand why it is so important. In today’s digital age, having a website for your business is crucial. Just like having a storefront in the physical world, a website serves as your online storefront for your business. It is often the first point of contact between your business and potential customers. And in 2024 when all your potential customers are millennials who have experienced internet since there growing days, it is nothing short of a sin not to have a website. First of all a website gives your business credibility and helps you establish trust with your potential customers. More importantly when people search for a product or service, they are likely to visit a website to learn more about the business. If you don’t have a website, you might be missing out on potential customers who are looking for you online. Whether you have a retail or a whole business, your customer looks for a keyword relating to your business but can’t find your store. You lose that potential lead! But if you have a website, they can easily look up your location, product details and contact information. Without a website, you might lose that customer to a competitor who has an online presence. In essence, a website is like a 24/7 salesperson working for your business. It can help you reach a wider audience, showcase your products or services, and ultimately grow your business in the digital age. Adds a lot of legitimacy
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Customer is God - Our forefathers have been saying this for years. So, as businessmen, it is nothing but obvious for us to be customer centric in every possible aspect where we are at touch-point with them. The key to your approach is the way you communicate with your customers. You have to make them feel special in every interaction. And with these changing times, it’s not only about making them feel special, but also empowered. It’s about educating them, and about entreating them. As I say always, your communication to your customers has to be a LIE: Learning, Informative or Entertaining. In this fast paced world, customer preferences and expectations are changing at lightning speed. You have to have right process and systems in place to be able to get data on their changing taste and preferences. Only then can you do the right things to meet their expectations. Agree? If you understand this, you have got more than half of your success formula ready to maximize your profits from digital platform. Happy reading, folks!
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Do you have a friend who runs a who owns a shop /showroom or a demo space for showcasing his product or service and questions importance of a website and is not willing to go through the theories to get convinced. Let me try and put a small explanation with an example for him to understand why it is so important. In today’s digital age, having a website for your business is crucial. Just like having a storefront in the physical world, a website serves as your online storefront for your business. It is often the first point of contact between your business and potential customers. And in 2024 when all your potential customers are millennials who have experienced internet since there growing days, it is nothing short of a sin not to have a website. First of all a website gives your business credibility and helps you establish trust with your potential customers. More importantly when people search for a product or service, they are likely to visit a website to learn more about the business. If you don’t have a website, you might be missing out on potential customers who are looking for you online. Whether you have a retail or a whole business, your customer looks for a keyword relating to your business but can’t find your store. You lose that potential lead! But if you have a website, they can easily look up your location, product details and contact information. Without a website, you might lose that customer to a competitor who has an online presence. In essence, a website is like a 24/7 salesperson working for your business. It can help you reach a wider audience, showcase your products or services, and ultimately grow your business in the digital age. Adds a lot of legitimacy
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In the vast landscape of business, branding is akin to a man trying to woo a new love interest. Just like a man seeks to impress and captivate their potential partner, businesses aim to win over customers by creating a compelling brand identity. Imagine this: branding is like dressing up in your finest attire, meticulously grooming your appearance, and rehearsing charming lines to make a lasting impression. Similarly, businesses craft their brand image with carefully chosen logos, colors, and messaging to attract and engage their target audience. But it’s not just about superficial charm. Just as a successful courtship requires genuine connection and shared values, effective branding goes beyond aesthetics to convey authenticity, values, and purpose. Like a man showcasing their sincerity and commitment, businesses use branding to build trust, foster emotional connections, and cultivate loyalty among their customers. Moreover, just as a man adapts their approach based on the preferences and interests of their love interest, businesses tailor their branding strategies to resonate with the needs and desires of their target audience. Whether it’s through personalized experiences, relatable storytelling, or innovative solutions, branding serves as the bridge that connects businesses with their customers on a deeper level. In essence, branding is the art of wooing customers – it’s about making a memorable impression, forging meaningful connections, and ultimately winning their hearts and loyalty. So, just like a man striving to win the affection of a new flame, businesses must invest time, effort, and creativity into crafting a compelling brand that captures the imagination and earns the devotion of their audience. Brand is what ultimately gets you the Status (Rutba)
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We, as a race, have come a long way from primitive times when all that mattered was to find means to survive. Basically, to find food, safe place to live in and protect your family from animals. Times changed as we as humans kept evolving. We kept inventing, kept innovating and learnt better ways of living. And here we are today enjoying food of various types, living in most comfortable houses, consuming entertainment, fixing health, communicating with multiple tools which at one time were nothing less than a mere imagination. I am sure you as business owner, must have heard stories about how business used to be conducted in your grandfather’s times or prior to that! From getting communication via post office to advent of radio, telephone, fax, pager, mobile phones, computers to internet has been quite a journey. And businesses have used them to their advantage in best possible way. Imagine you have a neighbour who still uses post office for communication in today’s time instead of emails! You would laugh at him, Right? But hey! Don’t sit back & relax. It’s time to introspect about your own business. Just using email, having a website and having account on social channels isn’t enough. The question is: Does your website show up when one is searching something relevant to your product/services? Does your brand communicate the key offerings, salient features and cost & other advantages over your competitors? Are you really able to cash in on the ready market and the big customer base who are looking out for your product/services? Food for thought, right? Remember, once you have the right mindset, you can move mountains! In this fast changing business world, success usually comes to those who change with the changing times. So, are you ready to accept the new marketing tools and use them for your business advantage? Or happy to carry on the way you are doing your business now!. So, Welcome to the world of digital marketing, where every click tells a story, and every campaign is a mission waiting to be accomplished. Let’s dive in.
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In digital marketing, success hinges on three key pillars: Goal setting, budgets setting and proper system to monitor progress, and continuously improve the game. Crafting a well-defined budget for digital marketing initiatives is akin to laying a sturdy foundation for a skyscraper—essential for stability and growth. By allocating resources strategically across various channels like social media, search engine optimization, and pay-per-click advertising, businesses can maximize their reach and engagement with target audiences. However, setting budgets is just the beginning. The next important thing is monitoring progress and evaluating results on daily basis. Just as a captain navigates a ship through stormy seas by constantly checking the compass, digital marketers must track key performance indicators, analyze data, and adjust strategies in real-time to steer campaigns towards success. This continuous feedback loop ensures that resources are optimized, and goals are met efficiently. One major hurdle business owners faces these days is : businesses face a critical decision: should they build an in-house team or hire an external agency? It is like making a pick between cultivating a garden on your backyard or hiring professional landscapers, this decision rests on factors such as expertise, resources, and scalability. In-house teams offer deep understanding of the brand but may lack specialized skills, whereas agencies bring external perspective and diverse experience but may require higher investment. On basis of my last 14 year of experience in this industry, the key lies in striking a balance between internal capabilities and external expertise to drive digital marketing initiatives towards sustainable growth and impactful results.
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In digital marketing, success hinges on three key pillars: Goal setting, budgets setting and proper system to monitor progress, and continuously improve the game. Crafting a well-defined budget for digital marketing initiatives is akin to laying a sturdy foundation for a skyscraper—essential for stability and growth. By allocating resources strategically across various channels like social media, search engine optimization, and pay-per-click advertising, businesses can maximize their reach and engagement with target audiences. However, setting budgets is just the beginning. The next important thing is monitoring progress and evaluating results on daily basis. Just as a captain navigates a ship through stormy seas by constantly checking the compass, digital marketers must track key performance indicators, analyze data, and adjust strategies in real-time to steer campaigns towards success. This continuous feedback loop ensures that resources are optimized, and goals are met efficiently. One major hurdle business owners faces these days is : businesses face a critical decision: should they build an in-house team or hire an external agency? It is like making a pick between cultivating a garden on your backyard or hiring professional landscapers, this decision rests on factors such as expertise, resources, and scalability. In-house teams offer deep understanding of the brand but may lack specialized skills, whereas agencies bring external perspective and diverse experience but may require higher investment. On basis of my last 14 year of experience in this industry, the key lies in striking a balance between internal capabilities and external expertise to drive digital marketing initiatives towards sustainable growth and impactful results.
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E-commerce is basically a 24/7 storefront that never sleeps, welcomes customers from across the world and makes sales. even while you are at rest. With e-commerce, you can break free from the constraints of brick-and-mortar stores and unlock the potential of a borderless market for your product line. And the best part is there are no cost like rent, electricity bill, salaries or other regular overheads. By offering your customers the convenience of shopping online, secure electronic payments, and a seamless digital shopping experience, you not only meet their expectations but exceed them. E-commerce is your gateway to a world of endless possibilities, where your products can shine brighter, your brand can resonate deeper, and your sales can skyrocket. I know so many business owners dealing in clothing, cosmetics, fashion, electronics and so many other consumer facing products. Picture this: a digital realm where the possibilities are endless, and your products can reach customers far and wide with just a few clicks. That’s the magic of e-commerce! By embracing online shopping, electronic payments, and creating a captivating digital storefront, you can stay ahead of the competition and make a whole new audience Embrace e-commerce, harness the power of online sales, and watch as your business flourishes in the digital age. The future of retail is here, and it’s waiting for you to seize it with open arms. So, don’t just keep up with the times—its time to lead the way!
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From technology standpoint, per se, the world is changing at a pace like never before. The physical and digital world is merging into one. In last 2 decades, technology has made our life increasingly dependent on it. From booking a cab to ordering food; from buying groceries to finding a job; consuming entertainment to managing business, everything is online now. Internet has become the 4th necessity only after “ Roti, Kapda and Makaan”. Computer and mobile are as important, if not more, as lungs and kidney. Lol! In this wave of digitisation, no business is untouched. And I am sure you will agree that if your business has to thrive and succeed in coming times, it is of utmost importance for you to have basic understanding about opportunities (or platforms) that can be utilised for your business’s needs and requirements. Digital marketing offers an array of campaigns and opportunities for your business. Before delving into strategies and tactics, just as a traveler must first absorb the breathtaking panorama of a new land before embarking on a journey, as a business owner you also must understand the vast and ever-changing digital landscape before harnessing its power for maximising the benefits you can reap from it. This chapter will give you a bird’s overview about some facts, data, changing dynamics of world - giving you a context for a new perspective and contemplation in the realm of digital marketing. By taking the time to absorb the view first, we can gain valuable insights, chart a clear path forward, and maximize the benefits for our businesses.
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