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  • Writer's pictureGreat Companies

Komal Lath, Founder at Tute Consult

Great Companies: How did you get your idea or concept for the business?

Komal Lath: Was a mix of several reasons actually - I was always bitten by the proverbial “entrepreneurial bug” and had the urge to do something of my own at some point in my career. When I started, the start-up culture was in the upswing and challenging traditional business models. The media landscape had also started evolving rapidly with digital becoming mainstream. That’s when I sensed that there could be an opportunity here to offer a highly personalized yet scalable service to clients (both new and old) without using the same cookie-cutter approach which was the norm. The trigger was to be able to create a future-ready organization wherein not only do you learn the nuances of new-age media and traditional communication but also deep dive into the business of the brand to make meaningful impact. Gaps and solutions was the key idea behind starting this.

Great Companies: What are the various Services provided by Tute Consult

Komal Lath : We provide marcom aka Marketing Communications. This includes:

• Communications Consultancy

• Public Relations (Owned, Earned and Paid)

• Media and native planning

• Experiences

• Digital media

Great Companies: What makes Tute Consult different from hundreds of other Marketing Communication firms?

Komal Lath :

Agility – to actually be agile and not for lip service.Futuristic (we are not stuck on that time warp which many agencies are) Very very integrated. We can speak the digitally native language and are skilling to use AI etc for bringing our customers at the centre of every conversation

Work Culture – we are not all work and no play. The safe zone provided, perks of being able to explore ideas without inhibitions and personal growth!

Result oriented – all our clients are walking testimonials of how we breathe life into brands that make them stand out.

Great Companies: What are the struggles and challenges you face?

Komal Lath : Hiring – to be able to get talent which has the will and skill combined for the job is always a tough task. But we invest a lot of time and resources in training

Being able to explain that PR is not Free Editorial but strategic which combines POEM’s (paid, owned and earned media services)

It is not a service to be compared to digital. Both are different with differing KPI’s. A 2 year experienced person is not a “guru”, “maven” or “expert”. That internalization and “quick NOW NOW NOW” approach is very impractical and a house of cards that will collapse

Great Companies: How do you plan to grow in the future? What does 5 years down the line look like for Tute Consult?

Komal Lath : Invest more skills and training in AI and using data. We already use AI for content and discoveries. The idea would be to use machine learning to automate at large scale

Work with more global brands than current and make India the centre focus for some great campaigns and work in this field. Give back by investing in children and youth of today. Adopt many for sponsoring their education

Great Companies: If you had one piece of advice to someone just starting out, what would it be?

Komal Lath : Focus on the beautiful journey. It’s going to be bumpy but worth it!

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