Sidharth Aima

Head of Product Marketing

Protean eGov Technologies · Full-time

I lead product marketing at Protean, one of India’s core Digital Public Infrastructure organisations. My work focuses on a problem most public platforms struggle with: adoption is not a communication challenge, it’s a design and distribution challenge. At Protean, I established Product Marketing as a dedicated vertical within the marketing function, building the team and operating model from the ground up. I lead a product marketing organisation responsible for translating DPI-scale platforms across identity, data, and financial infrastructure into clear value propositions, adoption-ready narratives, and repeatable go-to-market motions. I have built a GTM playbook for new product launches, designed to work under regulatory and ecosystem constraints—prioritising activation, trust-by-design, intermediary-led distribution, and usage over awareness.

Chief Marketing Officer

Protean Account Aggregator Ltd. · Full-time

I lead marketing for Protean Surakshaa Account Aggregator with a clear mandate: drive adoption, not awareness. Account Aggregator is not a consumer brand problem — it is a behaviour change and trust engineering problem at a population scale. My work focused on applying product marketing, growth, and behavioural design principles to a regulated public digital infrastructure.

Principal

Sanchaya Ventures and Advisors · Self-employed

Sanchaya Advisors is a boutique advisory firm that empowers media, telecom, e-commerce, and retail businesses to unlock optimised yet explosive growth. We've guided a regional Indian retail chain to digital dominance, drafted the GTM strategy of D2C brand, and helped a Big 4 firm craft a revolutionary SuperApp for a Southeast Asian Telco, doubling MAU's, unlocking millions of users and new revenue streams. We create compelling audio content with in house voice over and audio production with a team that has worked on many brands during their time with Radio Mirchi. Sanchaya Ventures fuels Indian consumer and tech startups at the pre-Series A stage. We don't just inject vital capital, we ignite their trajectory with expertise in PMF and unit economics, all while prioritizing a proven track record of positive cash flow.

Head - Digital and Marketing Analytics

More Retail Private Limited · Full-time

Setup the Digital and the analytics practice within the marketing function - Drive performance metrics, social engagement & content strategies for MRL across its different brands and formats - Build and deploy mar-tech capabilities to build personalized engagement and recommendations across different touch points to reach a segment of ‘1’ along with helping to build own e-commerce capabilities from a CX side. - Making analytics a way of life for the marketing team by building new models and segmentation frameworks to improve retention and win-backs and help prioritize marketing efforts - Designed and rolled out an in-house NPS collection mechanism through digital channels

Consultant

Self-Employed · Self-Employed

- Assisted a B2B fashion manufacturer to setup their ecom presence and the strategy on marketplaces as well as helped them build their own shopfront using Shopify - Set up the digital marketing practice for a retailer, built the performance marketing, content and engagement strategy - Marketing and monitisation opportunities for a multi city school contact program culminating into a TV property - Branding and marketing assistance for a 4 city AR Rehman India tour for the promoters of the tour - Started as the cofounder before winding down my engagement to a consultant for a bootstrapped healthcare startup A hyperlocal healthcare platform designed from a healthcare providers viewpoint and not just the patient Did complete mapping of the healthcare ecosystem with different type of service providers and their pain points Monitisation and mapping of all consumer journeys with a secured healthcare record access for participants