How is ON PURPOSE preparing for its next big leap?

Over the past few years, India’s public relations landscape has been quietly but steadily transforming. The sector’s operating model has been evolved immensely and now driven by digital disruption, smarter storytelling and a growing emphasis on purpose-led communication. In fact, the Indian PR industry clocked around ₹2,500 crore in revenue in FY 2023 with growth rates outpacing global averages, and is projected to nearly double to about ₹4,570 crore by 2030 as brands seek more strategic and measurable communication partners. 

This shift has created space for independent agencies to rise. These smart and new-age agencies combine agility, deep subject expertise and a strong value proposition for clients who want more than just media mentions, which is real-time impact. Among them, ON PURPOSE has emerged as one of the most talked-about names, establishing a niche in social impact, sustainability and purpose-driven communications. What started as a lean, mission-focused agency has grown into a firm that not only works with multilaterals, NGOs and development sectors, but also engages with corporates looking to drive purpose-led communications forward.

This momentum just got a fresh boost. Recently, ON PURPOSE announced that PR veterans Zacharia James and Rishi Seth have come on board as strategic investors to scale further.  This is not just capital. It is leadership depth. Operational strength. Strategic expansion.

Following this major transformation in the agency’s model, we sat down with Girish Balachandran, Managing Director, ON PURPOSE to explore what this collaboration means for agency’s growth. He shares the thinking behind this collaboration, what the future looks like, and how On Purpose plans to grow without losing its core.

Excerpts:

The recent strategic investment by veterans Zacharia James and Rishi Seth starts a new chapter for ON PURPOSE. Can you walk us through what this partnership means for the company’s future direction? What are the key operational changes or enhancements you are planning around leadership depth, talent, and organisational structure?

This partnership is about building institutional strength. Zach and Rishi's investment directly fuels our ability to scale. Operationally, we are enhancing our leadership bench, integrating more robust strategic processes, and building a structure that allows us to manage complex, large-scale mandates without losing our entrepreneurial agility and focus on impact.

What has changed in the market for purpose-driven communications since you started, and how has ON PURPOSE evolved to meet those shifts?

Purpose has moved from the periphery to the core of business strategy. The demand has shifted from standalone campaigns to integrated, accountable reputation building. We've evolved from being storytellers to being architects of measurable social impact, building trust, ensuring authenticity and tangible outcomes are at the heart of every narrative we build.

How have recent wins such as strategic mandates with organisations like India Mental Health Alliance helped shape your positioning as a purpose-first agency?

Wins like the India Mental Health Alliance mandate are powerful validation. They prove that organisations tackling critical societal challenges choose a partner who understands impact deeply, not just communications superficially. It sharpens our positioning as the agency that bridges strategic intent with genuine, on-the-ground social change.

Given that both ON PURPOSE and The PRactice will continue to operate independently but may collaborate, how do you see this strategic alignment creating new opportunities for shared growth or innovation?

This alignment is a force multiplier, not a merger. It creates a unique platform where clients of both independent firms can selectively access complementary expertise—be it corporate reputation or purpose-led storytelling. The opportunity lies in shared learning and capability exchange, allowing each firm to punch above its weight while remaining independent.

Lastly, what are the key growth levers you plan to activate next and what are the non-negotiables you’re determined to protect in the company’s future?

Our key levers are scaling our technology-enabled impact measurement, deepening sector expertise in areas like climate and health, and expanding strategic counsel to corporate boardrooms. The non-negotiable we protect is our core DNA: that every piece of advice must be rooted in authentic, responsible social impact. We will never commoditise purpose.