An interview with Trishita Khanderia Doshi and Rooshabh Doshi, Co-Founders of Nuance Consultancy
In our interview with Trishita Khanderia Doshi and Rooshabh Doshi, the dynamic co-founders of Nuance Consultancy, we explore how their firm is transforming brand strategy for lifestyle and luxury brands.
With a focus on more than just marketing, Nuance Consultancy’s approach is rooted in understanding the deeper essence of luxury, creating meaningful connections, and driving sustainable brand growth.
What inspired you both to start Nuance Consultancy, and how did you come together as co-founders?
Trishita: Both Rooshabh and I have a background in marketing & advertising, with Rooshabh’s speciality in Food & Tech, while mine lies in Fashion, Luxury, and Lifestyle.
In 2021, we noticed that there was a gap in how premium & luxury brands can communicate with their audiences – a product-forward approach dilutes the brand, and hence Nuance Consultancy was born to help in storytelling & consistent brand building.
Rooshabh: My co-founder, Trishita, and I recognized a gap in the market for agencies that specifically cater to the lifestyle, luxury, and hospitality sectors.
These industries require a more nuanced approach compared to agencies that primarily serve mass-market brands.
We both felt we had a deeper understanding of the mindset, behaviour, and preferences of consumers in this space. Additionally, my experience working on both the agency and client sides has further shaped our approach.
I have always believed that agencies have the potential to excel in attention to detail, strategic solutions, and timely execution.
I saw an opportunity to develop systems and frameworks that enhance client value by delivering high-quality results efficiently and effectively.
What is the core mission of Nuance Consultancy, and how do you differentiate yourselves in the digital marketing landscape?
Trishita: Our core mission is to help brands build a long-lasting impression in the digital space.
To that end, we go beyond our scope of work into truly consulting how a brand reaches out to their audience – be it products, collaborations, events, or more.
We are built on two pillars; storytelling and data, and do not believe in following trends blindly for our brands. We believe that a brand must have its own voice, no matter what – which is our key differentiator.
Rooshabh: As mentioned, we believe we have created a niche for ourselves by catering to the needs of brands in the lifestyle, luxury and hospitality space.
We believe with such brands it boils down to the extra 10% you can offer that other agencies don’t. Nuance is the expression or appreciation of the subtle shades of meaning, feeling, and tone. For us, it’s the deciding factor of what makes a brand stand out.
What current trends in digital marketing do you find most exciting, and how do you see them shaping the future of the industry?
Trishita: Authenticity in communication is extremely exciting – I love how brands like The Olio Stories talk to their customers, instead of talk at or talk down to their customers.
Rooshabh:. What will set brands/agencies apart from others is how they utilise AI in a way that is genuine, true to the brand and that does not come across as robotic.
AI will evolve from just automating tasks to predicting consumer needs with deep personalization at scale.
Marketing campaigns will be dynamically tailored to individual users based on real-time data, creating hyper-personalized ads, content, and experiences.
As far as content creation is concerned, genuine user-generated content (UGC) has never been more important.
People are seeing through sponsored posts and influencer activities and hence, it becomes so much more important to make customers your content creators.
As far as brand narratives are concerned, we are seeing nostalgia-related content work very well with our brands, but that might also have something to do with the fact that the majority of our brands have a TG of 30-35+.
What are some of the biggest challenges you’ve faced in the digital marketing space, and how have you navigated them?
Trishita: It’s both a challenge and an opportunity: how can one build a brand for the long term. Today, it’s easy for a brand to go viral – one or two reels on a trending audio and that’s it.
How one can sustain that virality and have it translate to sales is where the challenge and opportunity lies.
We have navigated this through consistency – and a healthy dose of cynicism when it comes to the term ‘virality’. We don’t make brands go ‘viral’, we make them grow sustainably & holistically.
Rooshabh: Finding the right balance between quality and numbers. Nowadays a lot of brands will sell their soul and do whatever it takes to rake in the social media numbers, even though it may be detrimental to the brand in the long run.
It’s very important for brands and clients to understand that every channel has its own objectives in the marketing funnel.
Organic social media is an awareness platform and not a sales platform, digital ads drive sales, Whatsapp and Email marketing are great for retention whereas influencer marketing is great for sparking conversations.
The challenge is often to make clients understand that every tactic cannot be sales-oriented and the funnel must be respected
What emerging trends do you foresee in digital marketing over the next few years, and how is Nuance preparing for them?
Trishita: Reiterating my earlier point of Authenticity in Communications – that is going to be consistent for years to come.
Customers hate being sold to – so that’s why we invest in storytelling as a medium; be it copy, design, or even strategy. We prepare for it by hiring visionaries who want to make their mark in marketing as well.
What advice would you give to aspiring entrepreneurs looking to enter the digital marketing field?
Trishita: Don’t focus on virality – focus on sustainability.
Rooshabh: 1. Don’t try to make a brand be someone they’re not. It won’t work in the long run 2. It’s imperative to find a differentiator for your brand to really make the brand stand out and get noticed 3. The best discoveries come through experimentation.
All my learnings have come through experience and experimentation and not through some digital course or encyclopaedia 4. Data is king. Make informed decisions through past data and don\t go with your gut or how you would behave and act in a certain situation. Remember, you may not always be the customer
Trishita and Rooshabh Doshi’s insights reveal how Nuance Consultancy’s innovative, nuanced strategies empower luxury brands to stand out in a competitive market, delivering exceptional value and long-lasting impact.
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