Shivaji Das Gupta launches new book Marketing That Works

Shivaji Das Gupta, an independent consultant, trainer, and author, has unveiled his newest book, Marketing That Works.

With more than 20 years of experience across top agency networks, Gupta has held key leadership and strategic roles, focusing on helping organisations create deeply customer-focused brands tailored to the Indian market.

Over the course of his career, he has advised an extensive and varied roster of clients across industries and scales, including ITC Limited, Pepsi, Airtel, Spencer's Retail, Tata Docomo, Tata Indicom, Taj Hotels, Domino's Pizza, Samsonite, Mondelez, William Grant's, Tata Motors, JK Tyre, Renault, Citroën, Strides Healthcare, Reckitt Benckiser, NIIT, Truecaller, Hike Messenger, Dr. Reddy's OTC, Hindustan Sanitaryware, Livpure Group, Keo Karpin, and Senco Gold.

Presented through a collection of sharp, relatable essays, Marketing That Works explores Indian consumer behaviour while offering enduring marketing insights rooted firmly in local realities. The book serves both as a strategic compass and a hands-on playbook, providing organisations with a flexible framework to build strong, lasting brands in India.

Positioned as a counter to what Gupta describes as “thought colonialism,” the book argues for a distinctly India-first approach to brand leadership—one that places the Indian consumer front and centre.

Framed as a marketing-driven action guide, Marketing That Works seeks to arm marketers with the mindset and practical tools needed to build meaningful, resilient brands across India’s diverse and dynamic markets.