How a CMO Splits the Marketing Budget | Kunal Sharma, KRBL Limited | Inside Marketing Ops
In this episode Robin Das (CEO, Brandintellé) talks with Kunal Sharma about running marketing at India Gate as it grows from basmati rice into masalas, oils, poha & more.
How does the CMO of India Gate decide where every marketing rupee goes? Kunal Sharma, CMO of KRBL Limited, breaks down his 70/20/10 marketing budget rule, why the classic marketing funnel has inverted, and why "there are no playbooks today".
In this episode of Inside Marketing Ops, Robin Das (CEO, Brandintellé) talks with Kunal Sharma about running marketing at India Gate as it grows from basmati rice into masalas, oils, poha and more. They cover how a legacy brand stays relevant, how a marketing team experiments without wasting money, and how moving from paper approvals to a live system changed the way KRBL manages its marketing spend.
In this episode:
→ The 70/20/10 budget split: what KRBL must do, what's new-age, and 10% for the team to "go ballistic"
→ Why the funnel has inverted, and why the first rupee now goes to performance and commerce
→ D2C, quick commerce and why "you've just got to be visible"
→ Brand vs scale: "in absence of that you will continue to bleed"
→ India Gate's Indian-values campaign and why great brands are built on consistency
→ Content creators vs influencers: what KRBL learned
→ Moving off paper and Excel: budget controls, visibility and approvals
→ The questions economy: why CMOs may stop looking at dashboards
Chapters
00:00 What's Inside
01:29 A day in a CMO's life
04:03 New engines of growth
10:35 A campaign built on Indian values
13:18 How the marketing budget gets split
17:16 From paper approvals to live visibility
21:41 The questions economy
Guest: Kunal Sharma, CMO, KRBL Limited (India Gate)
Host: Robin Das, CEO, Brandintellé
About Inside Marketing Ops
Inside Marketing Ops is a conversation series with the people who run marketing at scale: how budgets get planned, approved, spent and proven.
About Brandintellé
Brandintellé is a Commercial OS for Marketing. It helps enterprise marketing and finance teams govern marketing spend from budget and planning to sourcing, execution, proof, invoicing and impact.
#MarketingStrategy #CMO #MarketingBudget
