Interview with Mr. Ketan Patel – Chairman and Managing Director of Creative Newtech Limited
Jahnavi: Considering that Creative Newtech’s major aim which is to change traditional B2B business with consumer experience products, , what all measures have been considered by the company to make this goal accomplished and achieve?
Ketan: Phillip Kotler has given us the 4P’s of marketing while it is still relevant and we have our own 3C’s which are Content, community and commerce. There are lots of millennials and Gen Z in India, and this generation values experiences about everything. By using our 3C’s, we create great content, which in turn builds a community, and once the community and content are in place, commerce will take place gradually. To build a community you require access to partners, scale and skills, an omnichannel approach, intimacy with the customer. In order to deliver a great consumer experience, we have built these pillars perfectly as a company.
Jahanvi: What all marketing strategies are followed by the Creative Newtech? How do you think and recognise which strategies are the best for your organisation?
Ketan: As a company, we are committed to executing the brand’s strategies to the Tee. We provide the bands with various inputs and let them formulate a marketing strategy which is suitable for India and then we do the execution part for the brand.
Jahnavi: How do you focus on and decide upon the long term view of the company?
Ketan: Personally, I focus on the 3-5 horizon. While Purvi, my wife, is a co-founder and looks after all the key activities, such as culture, finance, logistics. Vijay our sales director, focuses on quarterly and half-yearly KPI’s. In addition, our goal is to remove any kind of dependency and grow our business rapidly.
Jahanvi: Do you think social media can be considered as a tool for marketing? How are you, as a company focusing on the same?
Ketan: In 2014, social commerce had begun and many brands all over the world were established and built through social media. India, which is a country full of millennials and Gen Zs, it is extremely vital and significant for all of the brands to be present where everyone is. As a company, we operate the India handles, and our main focus is on the 3Cs, which are content, community, and commerce. We do many workshops where the entire community gathers and we focus on the most authentic content always for the brands like Olympus, Hyperice , Honeywell and many other brands.
Jahanvi: Noticing that you put your major focus onto the E-waste management, what all basic measures have been taken up by the company to control this dangerous waste which has been lingering around as a major threat in the entire world?
Ketan: We, as a company, place great emphasis on the management of e-waste and we also focus on a range of different and essential measures to control this kind of waste, which has such a profound impact on our mother earth. We at Creative Newtech have collections, programs that raise awareness about it, and we also focus on keeping everything in our packaging plastic-free and choosing materials that are better for our planet. As a team here, we are working extremely hard to achieve our goals and this is also reflected in the fact that we tend to send all reusable materials, such as plastic and aluminum, to be recycled so they can be re-used.
Jahnavi: What is the foremost vision of the company and what all factors are to be considered for it to be successful?
Ketan: We assure our world-class brand partners that as an established Modern Retail and E-commerce Market-Entry Specialist in India, Middle East and other markets, we will leverage our experience, expertise and knowledge of local markets to enable best customer experience and business outcomes for their products and services thereby enhancing their topline.
