With over two decades of experience shaping brands and driving growth, Medha Tawde stands at the forefront of marketing innovation. As the India Marketing and Business Development Head at KONE Elevators, she leads strategic initiatives to elevate the brand’s presence and market share in the region.  A passionate DEI advocate, Tawde brings a unique perspective to her role, integrating these principles into her marketing strategies. 

In this exclusive interview, Tawde shares her journey, from her initial attraction to the field to the pivotal moments that shaped her career; she shares insights on digital transformation, the integration of DEI principles in marketing, and her vision for the future of the industry. 

• Could you share with us what initially drew you to marketing and business development? 

The profound impact of marketing on a business has always fascinated me. Marketing is not merely a function; it forms the backbone of a sustainable and profitable company. It is a dynamic and ever-changing field where trends shift constantly, offering fresh challenges and opportunities each day. Navigating the evolving preferences of consumers, creating winning value propositions, and selling them effectively requires a perfect blend of creativity and strategic thinking.

What excites me most is understanding what drives consumers and crafting value propositions that resonate with them. It’s about delving deep into people’s motivations and connecting with them on a personal level. Marketing also allows me to tap into my creative side, bringing disruptive ideas to life and building purposeful brands.

Building brands is not just a job for me; it’s a passion. The thrill of influencing consumer behavior and seeing the tangible results of a well-executed marketing campaign keeps me motivated and inspired.

• Could you highlight a few pivotal moments or projects that were particularly transformative for your career?

Early in my marketing career, I had the opportunity to be part of a core team responsible for repositioning an existing product for a new market segment. This project was transformative in a holistic manner and shaped my approach to learning, strategic thinking, and creativity. It set the trajectory for my professional journey. 

For over 20 years, I have been involved in various strategic initiatives, launching and building some of the most renowned brands in India – Business World, Tata Motors, Westside, Burger King, Mahindra, and HomeTown. A particularly proud moment was the launch of Burger King in India, a milestone that truly stands out in my career.

• In your opinion, what are the most critical aspects of digital transformation that companies often overlook?

Most companies fail to place the customer at the heart of their digital transformation efforts. Digitalization is no longer optional for businesses; it’s essential in today’s day and age to create seamless customer experiences. Staying ahead requires a deep understanding of customer journeys and embracing technology to achieve substantial gains in operational efficiency, productivity, and customer experience. However, digital transformation goes beyond merely acquiring new technology; it entails seamlessly integrating it into both business operations and customer strategies.

Adopting technology without clear goals and objectives is ineffective. Many companies overlook the importance of investing in the right technology and fail to recognize that successful digital transformation hinges on prioritizing customers, employees, and company culture. Digitization is a culture and not just a tool or an App. 

• As a DEI advocate, how do you integrate DEI principles into your marketing and business development strategies?

Integrating diversity, equity, and inclusion (DEI) into your brand strategy is essential. It shapes how consumers perceive and connect with your brand. Recent studies indicate that 70% of millennials and Gen Z favor brands that prioritize inclusivity. Burger King and KONE are exemplary in embedding DEI into every facet of their brand and marketing strategies—from product and packaging to branding and advertising.

Inclusivity is at the heart of the Burger King brand. The Burger King “Your Way” and more recent “You Rule” campaigns celebrate this core value. At KONE, we actively promote diversity, equity, and inclusion through training, raising awareness, career enhancement programs, and establishing employee-led resource groups.

As a DEI advocate, my work starts internally by fostering a diverse team and creating inclusive designs and communication concepts. I strive to produce content that speaks with an inclusive tone, ensuring our brand resonates with a broad and diverse audience.

• Looking ahead, what trends do you foresee dominating the marketing and business development landscape? 

Several trends poised to dominate the spheres of marketing and business development include a paradigm shift from product-centric to customer-centric strategies, the ascendance of AI-driven conversational marketing, data-informed personalization, and the increasing significance of social channels in driving commerce through captivating content. Also, brands with a strong purpose will increasingly be favored by the next generation of consumers. 

• What advice would you give aspiring marketing and business development professionals, especially women aiming to achieve a leadership position like yours? 

Women frequently excel as leaders due to their inherent empathy and nurturing qualities. My counsel to emerging women leaders is to uncover their passion, relentlessly pursue knowledge, and assert their presence. Channeling my passion for marketing into substantial contributions to the business world has been instrumental in my success.

Distinguish yourself by being a dependable and valuable contributor, Nurturing your team to become the leaders of tomorrow. Lead by example and cultivate a supportive network both at home and in the workplace. This robust support system is essential for achieving success and propelling your career forward. And most importantly, learn to prioritize. Balance is all about prioritizing.