Chief Marketing Officer / India
RukhsanaZevqeshi
Nine thousand brochures were ready when we stopped the campaign.
22
Marketing colleagues through three leads
₹8.4 crore annual function expense
33 years
From industrial catalogues to CMO
Five continuous appointments beginning July 1993
46
Business customers served by the enterprise
340 employees; ₹126 crore FY 2026 company revenue
I believe
The buyer should be able to carry our explanation into a procurement meeting without discovering that the useful qualification was left outside the headline. A duration belongs to tested conditions, a container has usable space as well as external dimensions, and a low purchase allocation can conceal the cost of getting an asset back. I want our proposition to survive those ordinary questions.
— Rukhsana Zevqeshi
The work
In 2018 I approved a product brochure whose forty-eight-hour statement went beyond the way its evidence should have been presented. The underlying trial used a particular configuration at constant ambient conditions. Our headline did not keep those conditions visible, leaving a buyer to read a more general transport promise into the duration. Nine thousand brochures had been printed for the launch. The sales team wanted to proceed and explain qualifications in later technical discussions. Prakash's technical colleagues challenged whether that sequence would allow the first impression to do work the trial could not support. I stopped circulation and accepted responsibility for the approval. We withdrew the printed material before it reached customers, wrote off ₹28 lakh of campaign expense and moved the launch by six weeks. The revised proposition needed a clear description of the configuration and the circumstances represented by the trial, with a route to the relevant technical evaluation. I did not ask the technical team to endorse a more expansive commercial phrase merely because printing had already been paid for. Nor did I describe the withdrawal as a costless improvement to our communication. The delay frustrated colleagues who had planned customer conversations around the launch. Their concern was real, but a subsequent explanation would not necessarily repair a purchasing assumption already formed from the brochure. We kept the original approval and the correction together in the account. No medicine shipment, clinical event or universal transport performance is asserted in this fictional case. The decision concerned the claim we were preparing to place in front of a buyer. I changed the marketing review so that a duration could not be separated from the test conditions in the principal proposition. That did not make marketing responsible for qualifying a customer's shipment. It made us responsible for directing the buyer to the right evidence without first supplying an unjustified conclusion. The lesson was uncomfortable because I had approved the material. A useful leadership account should preserve that discomfort, the written-off expense and the delay, as well as the eventual correction.
In 2022 our sales presentation compared two container configurations using a thirty-litre external case designation. Once their required internal components were fitted, one offered eighteen litres of payload space and the other twelve. The presentation encouraged a purchaser to treat the products as equivalent in capacity before considering price. It did not establish equivalent thermal performance either. Product specialists objected that the external label was doing too much of the comparison, while some sales colleagues preferred it because it made a complicated discussion easier to begin. I removed the apparent like-for-like comparison and commissioned a pack-out explanation showing usable space and the configuration to which it belonged. We spent ₹37 lakh redesigning sales tools and training material. The work did not proclaim one option universally better. An eighteen-litre payload could be useful to one customer, while another requirement could make a different configuration appropriate. Technical suitability still needed its own assessment. The immediate marketing task was to stop a shared external designation from implying equal useful capacity or equal performance. Sales colleagues gave up a short price comparison that had been convenient in first meetings. The replacement required more questions about what the buyer intended to carry and which configuration was being discussed. That took time and exposed differences we had previously compressed into a single label. We accepted that burden because it made the purchasing conversation more accurate. The expenditure is a cost of rebuilding the proposition, not a saving or proof of additional revenue. The resulting tools separated external dimensions, payload space and the technical evidence supporting the proposed use. We did not invent a head-to-head trial or use this example to name or disparage a real competitor. My contribution was to organise a clearer commercial comparison with specialist input. The decision showed me that useful simplicity preserves the distinction on which the buyer's choice depends. If removing that distinction makes a slide easier to read but makes the purchase harder to understand, the simplicity has been achieved at the customer's expense.
In 2023 a reusable-container proposition allocated a ₹4,800 acquisition cost across twenty assumed dispatches. That produced ₹240 per dispatch before the illustrated ₹180 return-logistics and ₹90 cleaning-and-inspection costs, or ₹510 in total. A pilot cohort had instead completed twelve dispatches per container over the observed period. Using twelve changed the acquisition allocation to ₹400 and the same illustration to ₹670. A ₹620 single-use quote was also in circulation, but it did not have demonstrably equivalent configuration and technical scope. Neither the optimistic reuse count nor that quote could settle the buying decision. The commercial team wanted to retain the lower-cost headline while describing twenty dispatches as a reasonable future expectation. Finance asked that the observed experience remain visible. I removed the general lower-cost promise and replaced it with a scenario explanation that distinguished assumed use from completed use. The ₹46 lakh spent on the pilot remained expenditure. It was not recovered through a claim that the model had already proved an advantage, and the twelve-dispatch observation was not presented as a universal lifetime for the product. This made the proposition less convenient in conversations where the purchaser wanted a single comparison number. We gave up that convenience and asked about return arrangements, inspection needs and the period over which a buyer expected to use the asset. The arithmetic was deliberately reproducible. A different return cost, configuration or reuse experience would change it. The case does not establish accounting treatment, environmental benefit, medicine suitability or equivalence with the single-use alternative. The decision improved the explanation of our offer while leaving the commercial outcome open. We still had to earn the sale on a proposition that fit the customer's operation. I learned to distinguish a persuasive scenario from demonstrated economics, especially when an acquisition cost is spread across events that have not yet occurred. A reusable product's value depends partly on what happens after it leaves the buyer's site. Marketing cannot make that journey disappear merely by choosing a larger denominator.
In 2024 our expansion presentation showed nineteen contracted distributors as a ready network. Eleven had completed the planned product training; eight were still onboarding. A signed agreement established a commercial relationship, but the presentation blurred that fact with the support a buyer could expect immediately. Channel colleagues wanted to keep the full map because it reflected months of negotiation. The service and technical teams asked which businesses could actually handle the product questions being advertised. I concluded that the launch account had to distinguish those states before it invited customer commitments. We changed the depiction and funded a ₹63 lakh onboarding programme for the unfinished work. The presentation showed eleven trained businesses and eight in preparation, rather than converting all nineteen contracts into an unqualified readiness claim. Completed training was itself described narrowly: it did not qualify a customer's particular medicine shipment or authorise a distributor to decide product disposition. The technical pathway still had to match the product, configuration and transport conditions. Marketing could explain access to that pathway without pretending the channel agreement replaced it. The correction reduced the apparent reach of the launch and required uncomfortable conversations with distributors whose agreements were already signed. We kept their commercial relationship visible while removing the suggestion that every element of support was ready. Colleagues had to explain the remaining onboarding work and coordinate customer enquiries accordingly. The ₹63 lakh was a programme allocation, not evidence that all eight businesses had completed it or that coverage had instantly expanded after the announcement. I retained the distinction in later updates so that a map could not silently revert to counting contracts as capability. The lesson was about the time between commercial intent and usable support. Negotiating a relationship is valuable work, but a buyer asks a different question when deciding whom to rely on tomorrow. My role was to make both facts legible, accept a smaller immediate claim and leave the unfinished work visible until there was evidence to change its status.
In 2025 a draft campaign proposed an eighty-per-cent environmental improvement using a return-inspection result. The underlying cohort contained 160 dispatched containers. Of these, 120 returned; ninety-six were suitable for another use and twenty-four were retired. Forty remained unreturned. Ninety-six is eighty per cent of the returns, but sixty per cent of the dispatched cohort. Neither proportion measures emissions. The draft had converted a useful operating observation into an environmental conclusion without a defined comparison or the evidence needed to support it. The brand team saw a clear message about reuse, while operating colleagues wanted the forty unreturned assets kept in view. I stopped the environmental statement before publication and supported ₹68 lakh of return-tracing work. We retained the actual cohort account: dispatched, returned, suitable, retired and unreturned. The tracing programme was intended to improve visibility, not to establish a carbon saving by its existence. A broader environmental claim would require a properly bounded assessment with appropriate expertise. I did not replace the unsupported percentage with a different invented benefit. The decision meant giving up a strong campaign headline and rebuilding the story around what we could explain. Reuse remained a meaningful product characteristic, but its environmental consequences could not be read directly from one inspection result. Cleaning, return transport, production, retirement and actual utilisation could all matter to an assessment; the fictional case does not calculate their combined effect. Nor does it claim that every suitable return completed another dispatch or that the forty unreturned containers were necessarily lost forever. The commercial consequence was a more limited public proposition and additional work to understand the asset cycle. That was preferable to asking customers to infer a benefit from the wrong denominator. I want marketing to make useful operating progress visible without granting it a different meaning. The case taught me to ask what a percentage actually counts before deciding what story it can responsibly tell, especially when the intended environmental conclusion is more attractive than the underlying observation.
Others say
Rukhsana removed the lower-cost headline when the completed dispatches changed the calculation. She kept the pilot expense visible and gave our commercial colleagues a proposition they could explain without turning an assumption into a result.
Rukhsana asked us to show usable payload beside the case designation. The revised explanation helped a buyer see why configuration mattered without asking marketing to make the technical suitability decision.
Point of view
An invitation
I would consider a first outside board contribution in industrial products or business services, with employer consent and a qualified review of trust interests and commercial relationships. I hold no statutory directorship. The fictional preparation record includes January 2026 IICA registration and an August assessment pass. Twenty-five days is a provisional annual commitment that must be tested against the receiving company's full demands.
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