With over 18 years of experience in scaling teams across product, engineering, technology and marketing, Manav Sethi brings a unique mix of insights to the table.

As the Chief Marketing Officer at ALT Balaji, Manav has established one of the most successful OTT models in India by incorporating intelligent hyper-personalisation into their product and marketing strategies.

OTT (Over-the-top) media services is a relatively new offering in India and launching a streaming service that caters specifically to the Indian audience comes with its own set of challenges. While competing for market share with the likes of Amazon Prime and Netflix is an on-going battle, acquire paying users at scale is one the most prominent challenges faced by OTT businesses. Traditionally in India, maximum video content is either consumed via television or pirated means – giving rise to a somewhat alien notion of paying upfront to consume such content.

But by extensively studying, segmenting and personalising content to appeal to the various consumers in India, ALT Balaji has managed to acquire a base of 2.9 Million+ subscribers within just a year of being launched! Coupled with their growing brand presence, free trial model and intuitive engagement strategies, ALT Balaji has become one of the biggest (SVOD) Subscription Video on Demand platforms in Asia.

We eagerly look forward to learning from Manav’s experience in scaling digital business by doubling down on their user’s behaviour and building products that adapt to the preferences of each.

Here’s what Manav Sethi has to say about the first edition of EngageMint: