Mumbai: In today’s digital where every day there is a new innovation or app to make Martech more interesting and a better ROI for brands.
AnyMind Group founded in 2016, is an end-to-end commerce enablement technology company with the purpose to make it exciting for everyone to do business. The company provides two broad offerings to brands and businesses, publishers and influencers: Brand Commerce and Partner Growth. Brand Commerce provides businesses with the company’s platforms for manufacturing, e-commerce enablement, marketing and logistics, whilst Partner Growth provides web and mobile app publishers along with influencers and content creators with platforms for monetization and optimization. Partner Growth customers can also tap on the company’s Brand Commerce offering. To date, AnyMind Group has raised funding of US$91.7 million, from investors including (but not limited to) JAFCO Asia, Mirai Creation Fund, VGI and Japan Post Capital. AnyMind Group has over 1,300 staff across 19 offices in 13 markets,
Rubeena has two decades of diverse experience, Singh is an expert across digital, print and broadcast media. She possesses extensive leadership skills and has built many companies and strong teams under her leadership. Currently, Singh operates as the Country Manager for India & MENA region at AnyMind Group. Prior to joining AnyMind, she worked as the CEO at iProspect India where the business witnessed remarkable growth under her leadership. She started her journey with Star TV India and since then has been associated with some of the leading organizations in India. Singh’s drive for her work helped her in heading various senior positions in her 12 years stint at Network18.
Indiantelevision.com in an email chat with AnyMind group country manager India & MENA Rubeena Singh, speaks about her experience, the company’s achievements since its launch, the importance of tech in brand communication and much more………
Edited excerpts
On your journey after a very successful stint at iProspect, then moving to Josh and now Country Manager India & MENA at AnyMind Group
Having spent more than 20 years in the fields of publishing, agencies, and start-ups, I am currently enjoying being a part of a fast-growing technology company. Here, I have the opportunity to tackle brand-related problems, in a cutting-edge manner. The AnyMind platform, which aligns with the needs of brands, creators, and publishers, particularly captivates me. Moreover, I am thriving within the company's culture, which fosters empowerment and grants the freedom to develop new products and services. The characteristics of openness, transparency, teamwork, and forging ahead boldly are a few company cultures that greatly contribute to my ability to perform my best.
On the journey of AnyMind Group and their achievements
AnyMind is the fastest-growing company in Asia. In 6 years, the company grew from zero to 200mn USD with 1500+ people across 13 markets. The company was launched in 2016 in the martech space providing digital marketing, influencer marketing, publisher monetisation, and creator monetisation solutions. Over the past three years, the company expanded its offerings into CommerceTech including e-commerce management, manufacturing, logistics, and customer engagement. This led AnyMind Group to rapidly expand across Asia. To date, the company has raised approximately US$100 million in funding and has acquired seven companies across the regions of Asia-Pacific. This year in March, the company went public by listing itself on the Tokyo Stock Exchange Growth market.
On AdTech/Martech space being cluttered, USP and company differentiated from the others
AnyMind is a tech-driven product and services company that primarily operates in three key verticals – digital marketing, publisher engagement and commerce enablement. From my perspective, the biggest strength of the company is its ability to deliver integrated, data-driven marketing solutions that are underpinned by borderless technology, designed to help brands and businesses transcend borders. While there might be various specialised platforms providing individual solutions, AnyMind group has the unique ability to provide integrated and holistic products/services to solve customers' needs.
On brands now in the Indian market realising the importance of tech in their brand communications
Tech has undoubtedly enhanced efficiency, whether through programmatic advertising, influencer marketing technology, or other customer engagement tools. It has significantly transformed India’s marketing landscape and is generating curiosity and empowering marketers to create engaging campaigns for brand communication and consumer engagement. However marketers see a lack of internal skills, and cite cross-organisation adoption as a hurdle to adoption.
On strategising and the different tools used as there is no one size fits all, different brands, different needs and varies from geographies and demographics
We believe that science is global, but the solution is local. Taking this from our own product development viewpoint, our global teams are building products across digital marketing, influencer marketing, marketplace management, conversational commerce, logistics, etc. At the same time, we are connected with our local clients to understand the unique requirements and build for them. Vice versa, If a bespoke solution can be applied to the entire market or globally across markets, we develop and implement the feature in the product stack. This ensures that our products are built for the world but also address the varied needs of clients across geographies.
On the way forward, and expansion plans of AnyMind Group in the next three years
For the next three years, we are looking at disproportionate growth and establishing a leading position for ourselves in the digital marketing and commerce sector by developing new solutions and products to further penetrate into existing Asian markets and looking at M&A to strengthen our capabilities in key countries and business units.
In the long term, we aim to expand our business outside of Asia and achieve sustainable organic growth and position through M&As.
Where do we see Rubeena in this whole scenario in the next three years
If my husband gets his wish, we'll settle down in Goa, enjoying our days in a beach house. On the other hand, if I have my preference, I envision myself holding a regional leadership role at AnyMind.
