Following a sabbatical after his long stint as part of Hindustan Times’ core leadership team, wherein he helped found and foster the much-vaunted Mint business publication, Rajan Bhalla has returned to India’s kaleidoscopic media landscape, with not one, but two startups.

“The second start-up is coming up in July. It’s too early to divulge the details as the brand proposition and partnerships are underway, but it will be in the area of producing short films,” says Bhalla, though he is happy to speak about the first venture, BrandsAbility.

The purpose of this new start-up is to help B2C and B2B brands build Brand Value, with Bhalla noting, “Surprisingly, it’s often a neglected area but key to long-term business success. In today's business environment, where consumer preferences and market conditions are constantly evolving, a disciplined brand marketing focus can be a valuable asset to any company.”

A brand marketing partner can help businesses stay agile and adapt their strategies to changing market conditions, and provide insights on how to differentiate their brand from the competition,” says Bhalla, explaining that developing a strong brand identity and a clear strategy for building brand value is critical for all businesses, but many are too short-term focused to prioritize this.

Some key brand marketing competencies that BrandsAbility plans to focus on include personalization, authenticity, omnichannel marketing, data-driven marketing, storytelling, customer experience, purpose-driven marketing, and agility.

Bhalla, taking a cue from his 32 years spent across prestige brands like HT Media, Pepsico, Whirlpool and others, believes that successful brands of the future will need to stay ahead of the curve, embrace new technologies and trends, and focus on building strong relationships with consumers and customers based on trust, authenticity, and empathy.

“For me, BrandsAbility is an exciting space for several reasons. First, the brand is the most valuable asset of any company, and effective brand consulting can have a significant impact on a company's bottom line. Second, brand consulting is a rapidly evolving field, with new trends, technologies, and consumer preferences emerging all the time," says Bhalla. 

"This makes it a dynamic and challenging space that requires constant innovation and adaptation. And finally, Brand consulting requires a combination of creativity, analytical skills, and business acumen, making it a rewarding proposition for marketers with a wide range of interests and skill sets,” he adds.

Successful brand partners have a deep understanding of consumer behaviour, market trends, and competitive landscapes, and are able to leverage this knowledge to help their customers achieve their business objectives.

BrandsAbility will be formally launched in May '23, though it started its operations on 1st Feb 2023 with a few founding customers.