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Rukhsana ZevqeshiChief Marketing Officer
Portrait of Rukhsana Zevqeshi

Chief Marketing Officer · India

RukhsanaZevqeshi

Make the product promise usable in the buyer's meeting

Nine thousand brochures were ready when we stopped the campaign.

Open to
  • Board appointments
  • Advisory roles
  • Speaking invitations
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A credible packaging promise travels with its conditions

I lead marketing at Tavqeshi Thermal Packaging in Vijayawada, where we make reusable insulated containers for healthcare logistics. Our 340-person company serves 46 business customers and recorded ₹126 crore revenue and ₹11.8 crore operating profit for FY ending March 2026. My remit is 22 marketing colleagues through three leads and ₹8.4 crore annual expense. Product engineering, shipment qualification and medicine disposition belong to other qualified decision makers; a persuasive presentation does not transfer those responsibilities to marketing.

I started in industrial catalogues in 1993. The work taught me how easily an apparently minor label can change a purchasing decision. Later, I had to withdraw 9,000 brochures after approving a forty-eight-hour statement without keeping its test conditions visible. The campaign cost ₹28 lakh and the launch moved by six weeks. That mistake shapes the questions I ask today about usable capacity, return logistics, distributor readiness and the environmental language attached to a reusable product.

My account includes changed propositions as well as launches. We removed a lower-cost promise when the number of completed dispatches made the buyer's arithmetic less favourable. We distinguished contracted distributors from trained ones. We stopped a draft environmental comparison that treated a return-inspection percentage as though it measured emissions. Each decision left a commercial consequence to manage. A leadership profile should explain that consequence and my part in it, rather than turn every correction into an uncomplicated success.

The brochure travelled further than the test

A constant-ambient trial had supported a bounded observation. I approved a broader forty-eight-hour statement, then withdrew 9,000 brochures before circulation. The ₹28 lakh write-off and six-week delay remain part of the account; no medicine shipment or patient outcome is invented.

Twelve dispatches changed the cost proposition

A ₹4,800 container allocated over twenty assumed dispatches looked different from one completing twelve. Including ₹180 return logistics and ₹90 cleaning and inspection per dispatch changed the illustration from ₹510 to ₹670. We removed the lower-cost promise without pretending a ₹620 single-use quote had equivalent technical scope.

A returned container was not a carbon result

Of 160 containers dispatched, 120 returned; 96 were suitable for another use and 24 were retired. Forty remained unreturned. Eighty per cent of returns passing inspection did not mean eighty per cent lower emissions. We stopped that draft claim and funded ₹68 lakh of return tracing.

Current focus

I am making the commercial account useful to procurement, technical and operating colleagues at the same time. Buyers need to see the assumptions behind a unit cost and the support actually available through a distributor. They also need a clear route to the technical evidence, with no suggestion that marketing language settles medicine suitability or makes an environmental conclusion unnecessary to substantiate.

Conversations I welcome

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.

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

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

Chief Marketing Officer

Areas of stewardship

Where accountability has been mine.

  1. IProduct propositions tied to tested conditions
  2. IIUsable-capacity and buyer comparisons
  3. IIIEconomics of a reusable service cycle
  4. IVDistributor readiness and environmental claims

Selected work

Decisions, and what they changed.

I

Withdrawing the forty-eight-hour brochure I had approved

In 2018 I approved a product brochure whose forty-eight-hour statement went beyond the way its evidence should have been presented.

The full account

II

Replacing the thirty-litre comparison with useful payload space

In 2022 our sales presentation compared two container configurations using a thirty-litre external case designation.

The full account

III

Removing a cost advantage that depended on twenty assumed dispatches

In 2023 a reusable-container proposition allocated a ₹4,800 acquisition cost across twenty assumed dispatches.

The full account

In the words of others

Trusted by those who appoint.

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.
Anita QavqeriCEO, Tavqeshi Thermal Packaging; fictional colleague
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.
Prakash ZevruthiTechnical Head, Tavqeshi Thermal Packaging; fictional colleague

The journal

Perspective, set down with care.

Reusable-product propositions and commercial economics · 2026-05-19 · 6 min read

The return journey belongs in the price conversation

A reusable container can look inexpensive when its acquisition cost is spread across dispatches that have not happened. I explain why the buyer needs the return cycle and the assumptions as well as the division.

Read the essay

An invitation

Contact

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.

Open to
  • Board appointments
  • Advisory roles
  • Speaking invitations
Write to Rukhsana

office@rukhsanazevqeshi.example