Speakers

I love building brands.
Over the past decade, I’ve worked at the intersection of creativity and strategy, shaping narratives that drive both cultural relevance and business impact. I started my journey at Ogilvy, where I learned the craft of storytelling, and went on to work with some of India’s most dynamic startups like CRED, Zepto, and Raw Pressery, places that taught me the value of speed, clarity, and staying deeply connected to the consumer.
What defines my work is a bias for meaning over noise. I’m drawn to ideas that solve real human tensions, whether that’s simplifying complexity, creating moments of delight, or building trust in categories that often lack it. Along the way, I’ve had the opportunity to lead teams and build campaigns that have been recognized, but more importantly, to help brands find a voice that feels authentic in a crowded world.
Today, at IKEA India, I focus on making the brand feel more local and relatable, while staying true to its global ethos.
I believe great marketing isn’t just about visibility, it’s about resonance. And I’m still learning how to do that better every day.

With over a decade of experience across the FMCG and consumer goods sectors, Rupa Murudkar has built a strong track record in brand transformation, strategic marketing, digital acceleration, and business growth. At Cholayil, Murudkar has been instrumental in driving the next phase of growth for Medimix through sharp consumer-centric strategies, hyperlocal marketing initiatives, data-led media planning, and integrated brand campaigns that have strengthened market penetration and consumer engagement across key markets.
Murudkar has played a pivotal role in expanding the brand’s relevance among modern consumers by blending Ayurveda-led heritage with contemporary storytelling, digital-first communication, influencer collaborations, and performance-driven marketing. Under her leadership, the company has accelerated its omnichannel marketing approach, enhanced retail visibility, and delivered impactful campaigns that have contributed significantly to category growth and brand leadership.
Prior to joining Cholayil, Murudkar held senior leadership roles at Orkla India, Emami Limited, Godrej Consumer Products Limited, Hindustan Unilever Limited, and ITC Limited, where she led brand-building, innovation, market expansion, and consumer engagement mandates across diverse categories for flagship brands – Navratna, Dermicool, Lakme, Pond’s, Fiama & BBLUNT.
An alumna of Indian Institute of Management Kozhikode and Sardar Patel Institute of Technology, Murudkar is the recipient of over 25 prestigious industry awards recognizing excellence in marketing, brand building, innovation, and business leadership.

Hiren Shah is the Founder & Managing Director of Vertoz. He oversees Vertoz’s strategic vision and plays a key role in guiding the company’s growth and global partnerships. With over 2 decades of experience in the digital advertising industry, he has been instrumental in shaping Vertoz’s direction and strengthening its presence across both Indian and key international markets. His entrepreneurial spirit and commitment to technological advancement have been pivotal in Vertoz’s evolution. His focus remains on building long term business relationships, expanding industry collaborations, and supporting leadership across key initiatives. Under his leadership, Vertoz has continued to scale its operations, deepen its influence, and advance through innovation, strong execution, and a clear focus on sustainable progress.