Shivaji Das Gupta’s book ‘Marketing That Works’ released

Marketing That Works examines Indian buying behaviour and offers marketing perspectives grounded in local context

by e4m Staff
Published: Jan 20, 2026 1:59 PM | 2 min read

Shivaji Das Gupta, an independent consultant, trainer and author, has announced the release of his latest book, Marketing That Works.

Gupta brings over two decades of experience across leading agency networks, where he has worked extensively in business leadership and strategic roles. His professional focus has been on helping organisations build deeply customer-centric brands in the Indian market.

Over the years, he has advised a diverse portfolio of clients across sectors and scales, including ITC Limited, Pepsi, Airtel, Spencer’s Retail, Tata Docomo, Tata Indicom, Taj Hotels, Domino’s Pizza, Samsonite, Mondelez, William Grant’s, Tata Motors, JK Tyre, Renault, Citroën, Strides Healthcare, Reckitt Benckiser, NIIT, Truecaller, Hike Messenger, Dr. Reddy’s OTC, Hindustan Sanitaryware, Livpure Group, Keo Karpin and Senco Gold.

Through a series of insightful and relatable essays, Marketing That Works examines Indian buying behaviour and offers timeless marketing perspectives grounded in local context. The book functions both as a strategic guide and a practical toolkit, outlining a flexible roadmap for organisations seeking to build strong and enduring brands in India.

Positioned as a response to what Gupta terms “thought colonialism,” the book makes the case for a customised, India-first brand leadership model—one that places the Indian consumer at its core.

Designed as a marketing-led action plan, Marketing That Works aims to equip marketers with the thinking and tools required to create meaningful, long-lasting brands across diverse Indian markets.