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Santosh Desai

Santosh Desai

MD & CEO, Futurebrands India Ltd

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Santosh is the Managing Director and CEO of Future Brands Ltd. Future Brands is a branding services company that creates and manages a portfolio of brands and offers consulting services in the brand and consumer space. Before taking up this assignment, he was the President of McCann-Erickson, one of India’s premier advertising agencies. A post graduate from Indian Institute of Management Ahmedabad, his interest lies in studying the evolving nature of consumer culture in India. He wears two hats, one as an authoritative voice in matters relating to brands and consumers and the other as a social commentator, making sense of the complex changes India is undergoing.

He has advised a large cross section of brands and corporations on brand and category development strategies, portfolio management and product development as well as consulted many International brands on their India entry strategies. His experience spans brands and companies like GM, Coca-Cola, Pepsico, Unilever, Titan, Marico, ITC Foods, TVS Motors, Reckitt Benckiser, Dabur, GSK, Godrej, J&J and Perfetti among others.

He has served on the board of ING Vysya Bank and is currently on the boards of ACK Media limited, Future Consumer Products Limited, Oxfam India, Breakthrough and CFAR (Centre for Advocacy & Research). He is also a member of the Governing Councils of Mudra Institute of Communication, Ahmedabad and Praxis Business School, Kolkata.

He has been writing a weekly column for the Times of India for over a decade and is author of Mother Pious Lady-Making Sense of Everyday India, a book that examines how the everyday life of middle class India has evolved. He has addressed several national and international seminars on a broad range of subjects encompassing marketing, consumer culture and contemporary social issues and has served on several award juries, including those for the 56th National Film Awards as well the Tata Literature Live for the years 2011-14.

Areas of Expertise:
Mr. Desai’s considerable experience in the areas of brand management and consumer culture make him an authority on themes related to these subjects. He is also an influential commentator whose opinion is frequently sought on matters relating to the complex socio-political landscape of the country.