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Brand consultant Santosh Desai picks up one-third stake in DY Works

Alpana Parida will continue to lead the agency as its President, while Future Brands remains majority stakeholder with 60 per cent

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Brand consultant Santosh Desai picks up one-third stake in DY Works

Brand consultant Santosh Desai picks up one-third stake in DY Works

Alpana Parida will continue to lead the agency as its President, while Future Brands remains majority stakeholder with 60 per cent

BestMediaInfo Bureau | Delhi | August 19, 2015

(L) Santosh Desai and Alpana Parida (R) (L) Santosh Desai and Alpana Parida (R)

Brand consultant Santosh Desai has picked up stake in brand strategy and design firm DY Works in his personal capacity. Desai picked up the remaining stake from erstwhile promoter of DY Works, Sanjeev Malhotra of Alia Group. In 2009, Future Brands helmed by Desai had picked up majority stake in DY Works.

Commenting on the development, Desai said, “The synergy between strategy and design is relevant. DY Works encodes solutions through design, thereby creating designs that impact market shares and brand valuation, Additionally, an approach embedded in culture is common to us as well. For brands to succeed in India – we need an understanding of the Indian cultural context, of dimly lit kirana stores and changes in consumer mindsets.”

Alpana Parida, President, DY Works, added here, “We'll be looking for future synergies between the work Future Brands is doing and design work DY Works does. Given Santosh's in-depth knowledge and wide experience, we are confident of building synergies through culture-based design and rural-focused brand amplification strategies. We'll be working together on some projects. We'll be focusing much more and building design for India in product innovation and creating brands which are more India-specific.”

DY-Works-LogoDY Works has grown almost three-fold in the last six years and has Corporate, Consumer and SME practices with offices in Mumbai, Delhi and Bangalore. The firm also focuses on the rural market and is currently undertaking an extensive rural research to understand the emerging consumer in over 150 villages firsthand.

Parida believes that understanding India is the key to building successful brands, and that building strong brands should not simply be an outcome of how large the advertising spends are.

While Parida will continue as President, Desai will continue as an advisor with the company.

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