Brand consultant Santosh Desai picks up one-third stake in DY Works

19 Aug,2015

By A Correspondent

 

Eminent brand consultant Santosh Desai, has picked up stake in brand strategy and design firm DY Works. Desai picked up the remaining stake from the erstwhile promoter of DY Works, Sanjeev Malhotra of Alia Group. In 2009, Future Brands helmed by Desai picked up the majority stake in DY Works.

 

Alpana Parida

Speaking on the occasion, Alpana Parida, President, DY Works, said, “We’ll be looking for future synergies between the work Future Brands is doing and design work DY Works does. Given Santosh’s in-depth knowledge and wide experience, we are confident of building synergies through culture-based design and rural-focused brand amplification strategies. We’ll be working together on some projects. We’ll be focusing much more and building design for India in product innovation and creating brands which are more India-specific.”

 

Santosh Desai

Commenting on the development, Santosh Desai, said, “The synergy between strategy and design is relevant. DY Works encodes solutions through design, thereby creating designs that impact market shares and brand valuation, Additionally, an approach embedded in culture is common to us as well. For brands to succeed in India – we need an understanding of the Indian cultural context, of dimly lit kirana stores and changes in consumer mindsets.”

 

DY Works has grown almost 3-fold in the last six years and has Corporate, Consumer and SME practices with offices in Mumbai, Delhi and Bengaluru. The firm also focuses on the rural market and is currently undertaking an extensive rural research to understand the emerging consumer – new behaviors and beliefs in over 150 villages firsthand.

 

While Alpana will continue as President; Desai will continue as an advisor with the company.

 

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