MiQ, the global programmatic media partner, has restructured its India leadership team as it positions the country as a critical growth engine and global innovation hub. The move, announced alongside the rollout of its AI-powered platform MiQ Sigma, reflects both the scale of India’s digital advertising opportunity and the operational challenges that come with navigating a fragmented and fast-shifting market.
The reorganisation brings a mix of elevations and new appointments. Sachi Gurudanti has been named director of product, moving from her role as director of solutions in Canada. Abhishek Goyal has been appointed director of solutions after two years focused on the US market. Ajendranath Munduri steps up as director of trading, while Vineet Badde becomes chief of staff.
Two new hires round out the team—Anusha Modi, director of account management, and Namrata Aswani, director of marketing and PR.
Varun Mohan, chief commercial officer, India, framed the reshuffle as a long-term play. “MiQ is a people-first organisation, and we’re very excited to assemble our leadership team for our future growth. India is a priority growth market for MiQ, and we trust our new leadership team to represent the long-term commitment we are making in the country’s programmatic ecosystem,” he said.
Individual mandates
For Gurudanti, the shift represents both continuity and change. Having spent over six years at MiQ, she previously spearheaded Canada’s TV Intelligence rollout. “Having spearheaded Canada’s TV Intelligence (TVi) rollout, I’m thrilled to help tailor tech for India as one of the world’s fastest-growing markets for programmatic and CTV innovation,” she said.
Goyal, who brings more than a decade of programmatic advertising experience, emphasised regional tailoring. “Our go-to-market edge lies in tailoring products for our clients and their specific requirements in every region. MiQ is committed to building innovative and tech-agnostic offerings alongside deepening our data partnerships to deliver focused outcomes for our clients in India,” he said.
Munduri, elevated from trader manager, underlined execution. “We’re bringing unmatched capability, efficiency and value to every interaction within the Indian market and giving our clients a roadmap to navigating the adapting programmatic ecosystem, which is a core part of why they trust MiQ,” he said.
Badde, who joined MiQ in 2023 and holds degrees from IIM Indore and NIT Calicut, takes on an operational remit where he will strengthen the company’s functioning efficiency in India to drive strong growth and results.
Modi, previously with MX Player, framed her mandate around outcomes. “At MiQ, the future of programmatic is being redefined every day. I’m thrilled to be part of this journey and to lead with a focus on innovation, excellence, and meaningful results for our clients and partners,” she said.
Aswani, who joins with 17 years in PR and communications, most recently at Gozoop Group, added, “I’m elated to be a part of the MiQ family. Since its launch in India, MiQ has been on a strong upward trajectory, and I look forward to spotlighting many accomplishments on this journey while driving meaningful narratives and messaging that support our growth plans for the market.”
India’s digital landscape is both promising and difficult. The country’s media buying environment is vast, fragmented, and characterised by diverse consumer behaviours. While this creates opportunities for targeted campaigns, it also raises the risk of wasted spend and inconsistent messaging.
Lee Puri, co-founder of MiQ, pointed to the cost of fragmentation. “When data is fragmented and execution occurs in silos, it naturally leads to inefficient media spends, misaligned messaging, and missed reach among fast-moving audiences,” he told Campaign in an earlier interview.
At the centre of MiQ’s India strategy is MiQ Sigma, its new AI-powered platform. The company positions Sigma as a response to market inefficiencies caused by siloed data and disjointed execution. According to the company’s internal data, campaigns run on Sigma achieved a 132% higher conversion rate and a 57% lower cost per action compared to those managed through single-DSP setups.
These numbers illustrate why integrated solutions are becoming more urgent in markets like India, where advertisers contend not just with multiple languages and regions but also divergent media habits across income groups.
Festive shopper insights
The leadership overhaul coincides with MiQ’s release of its Festive Shopper Insights 2025 Report, based on a survey of 4,800 consumers. The report highlights structural shifts in shopping behaviour during India’s critical festive season.
The findings show that 43% of consumers now plan to spend more than ₹20,000 on festive purchases, driven by discounts, limited-edition launches, cashback offers, and influencer-led urgency. This signals a confidence-driven consumption pattern.
Brand discovery has become more fluid, with 45% of shoppers open to exploring new labels. Digital sampling, AR try-ons, influencer reviews, and viral campaigns are now influencing decisions as much as traditional advertising.
Advertisers are also starting earlier. Campaign launches now typically occur more than 30 days before Diwali, intensifying competition for attention. Programmatic video, shoppable social formats, and rich media are driving spends, even as CPMs rise.
Regional preferences remain stark. North and Central India show appetite for automobiles, gadgets, and appliances, while South and East India lean towards two-wheelers, tractors, and jewellery despite elevated gold prices. Urban shoppers, meanwhile, continue to treat gold as an investment asset.
The survey underscores that 25–34-year-old high-income consumers in Tier I and II cities are the most influential group, with strong discretionary spending power and a tendency to start shopping six weeks before Diwali. Their reliance on YouTube and social platforms for discovery reflects the importance of digital-first strategies.
Consumer motivations are fractured. Discounts and cashback drive 34% of purchases, while 25% of shoppers cite flash deals, exclusives, and influencer recommendations. Gender divides are also visible, with men dominating early research and women becoming more engaged closer to the festival.
Varun Mohan contextualised these findings. “This festive season is no longer just about shopping, it’s about cultural moments amplified by media. Our data indicates a new kind of Indian shopper who is confident, experimental, and digitally led. For brands, the mandate is clear – launch early, speak authentically across regions, and embrace a full-funnel approach,” he said.
A market in flux
India’s programmatic sector sits at the intersection of rapid growth and rising complexity. On one hand, consumer spend is increasing, and digital adoption continues to deepen across regions. On the other, ad costs are climbing, and the proliferation of platforms is forcing brands to rethink strategy.
MiQ’s leadership restructuring signals recognition that India’s market is not just a large revenue opportunity but also a test bed for global innovation. Sigma, with its emphasis on integrated execution, is being positioned as a response to inefficiencies that are magnified in a diverse market.
The combination of leadership expansion and research insights suggests MiQ is preparing for heightened competition. With both established players and challengers targeting the same audiences, execution will depend less on scale and more on agility, data integration, and nuanced regional understanding.
For brands, the implications of MiQ’s announcements are twofold. First, leadership depth in India indicates the company will likely push harder to capture programmatic share in a market where adtech is still consolidating. Second, the Sigma rollout reflects the industry’s broader shift toward AI-driven platforms that aim to simplify fragmented buying processes.
The festive season will test these strategies. With CPMs rising and consumers more experimental, brands face the dual challenge of sustaining efficiency and building authentic connections. MiQ’s moves highlight how programmatic players are recalibrating their presence in India, not just to capture growth but to shape the direction of the market itself.
