The Pitch CMO Summit 2021 had a Special Address on the topic ‘Building a brand and business through purpose’. This session was addressed by Chandru Kalro, Managing Director, TTK Prestige. Kalro shared insights on why it is important for brands to find their purpose and how marketing has changed, with the focus now being on building a relationship rather than being transactional.

Setting the context, Kalro shared trends that are defining the world we live in today. “The first trend is information overload. Today, all of us are more informed than ever before on every subject, and if we don’t have that information, we know where to find it. Secondly, we are very connected but also very disconnected. Then the trend of impatience comes in. The next trend is free economy, which is the most profitable. Big giants like Facebook and Google have been profitable by offering free services. We also want everything on demand, anytime and anywhere. Also, there is this constant evolving of delivery systems of products and services.”