Kanika Pahuja
Brand and go-to-market strategy for apps and products in India
Brand and go-to-market strategy turns a product, app or new market into a launch plan: who it is for, what it promises, which channels carry it and how success is measured. Kanika Pahuja builds these plans for Indian audiences, phone first and beyond the metros.
Who it is for
- Brands launching an app, a new product line or a subscription
- Businesses entering new cities, segments or price points
- Teams whose brand and performance marketing pull in different directions
What brand and go-to-market strategy covers
- Positioning and the core promise, tested against real customer language
- Launch sequencing: owned, earned and paid channels
- Integrated communication across digital, retail and partner channels
- Measures for the launch and for the brand after it
Kanika Pahuja’s experience behind it
- Launched VLCC's D2C app, Expert app and progressive web app with subscriptions and video consultations.
- At Laiqa, a D2C FemTech brand, the app's content and communication delivered a 20% increase in user engagement.
- Agency years (2008 to 2013) at Ogilvy, Law & Kenneth and Percept Hakuhodo on Dabur Oral Care, OVS, The Beer Café, DLF and Shipra.
Background reading: the Brand and growth strategy guide.
Questions about brand and go-to-market strategy
What is a go-to-market strategy?
A go-to-market strategy is the plan for bringing a product to its first customers: the target audience, the promise, pricing, channels and the measures that show it is working. It connects brand decisions to sales targets.
How is launching an app in India different?
Most users are on mid-range phones and patchy networks, many prefer their own language, and growth increasingly comes from beyond the metros. App size, speed, vernacular content and WhatsApp-led onboarding matter more than in slower markets.
Should brand or performance marketing come first?
Neither alone. Performance captures demand that already exists; brand creates the demand performance later converts. A launch plan sets the balance for each stage and measures both.
Enquire about brand and go-to-market strategy
Kanika PahujaMarketing leader, IndiaGurugram, Haryana, IndiaAcross India, in person and remotehello@kanikapahuja.comOther ways to work together
- Marketing leadership advisory
Senior marketing leadership for founders and CEOs: strategy, team structure and budget decisions, from someone who has run national marketing.
- Performance marketing review
An independent review of your Google, Meta and affiliate spend: where the money goes, what each lead really costs, and what to change first.
- Digital transformation and AI in marketing
Putting AI chatbots, CRM automation, lead scoring and WhatsApp journeys to work in a marketing team, with the governance to keep them safe.
- Speaking and team workshops
Talks and hands-on workshops on marketing leadership, performance marketing and AI in marketing, for conferences, colleges and in-house teams.