About bigbasketbigbasket, a Tata Enterprise,

is one of India’s pioneers in online grocery, transforming the way millions of Indians shop every day. It is at the forefront of transforming quick commerce in India

With

50,000+ employees,

presence across

60+ cities and towns

and

15 million customer orders per month , we operate across grocery, fresh retail, quick commerce and B2B. Our ecosystem includes 7 business verticals -

bigbasket, bbnow, bbdaily, bbinstant, Fresho, bbmandi and bbsaathi.

From pioneering online grocery to building next-generation commerce, we continue to innovate at scale. Backed by the

Tata Group , we combine the trust of a legacy brand with the agility and ambition to build what’s next.

Join bigbasket. Build what’s next

Role DetailsReporting To

- Chief Growth OfficerLocation -

Bangalore (Corporate Office)Work Model -

Onsite

What would you be doing?The

Head of Brand

will be the

custodian and architect of the bigbasket brand , responsible for shaping how the brand is defined, experienced and expressed in a high-frequency, app-led, quick commerce environment.

This role goes beyond communication to ensure the brand promise is consistently delivered across app experience, delivery interactions, packaging, customer service, and communication. It balances long-term brand equity with the speed and performance demands of a promotion-heavy, growth-led business. The role will establish clear brand architecture, governance, and playbooks that enable decentralized execution across cities, categories, and teams without diluting brand coherence.

This leader will work at the intersection of consumer insight, growth, product, category, supply chain, and CX, ensuring the brand consistently shows up as reliable, fast, value-led, and customer-obsessed while remaining distinctive in a crowded quick commerce market.

Key Responsibilities1. Brand Strategy, Positioning and FrameworkDefine and evolve

bigbasket’s brand strategy .Establish and govern the brand architecture across master brands, sub-brands and private labels.Ensure a

clear, consistent brand narrative





across all consumer touchpoints — app experience, delivery experience, packaging, communication, and customer service.Balance

trust & reliability

with

speed & convenience

expected from a quick commerce brand.

2.

Brand Experience & ExpressionOwn the end-to-end brand experience to ensure the promise is experienced, not just communicated, across:App UX and journeysDelivery and last milePackaging and physical assetsCustomer support interactionsDefine brand identity, tone of voice, and creative standards.Ensure consistency in how the brand shows up across product, operations, and customer interactions.

3 . Integrated Brand CommunicationDefine overall brand communication and creative framework across:Mass media (TV, digital video)Performance marketingIn app journeysOn-ground channelsOwn

campaign narratives and creative direction

for key business anchors (festivals and events, sales, category pushes, new launches).Ensure

brand consistency while enabling hyper-local, city-specific relevance .

4. Consumer Insight & Brand HealthBuild a strong

consumer insight and brand research engineTrack and improve

brand health metrics : awareness, consideration, trust, NPS, recall, and differentiation.Translate insights into

actionable brand, experience and communication decisions .

5. Private Labels & Category BrandingPartner closely with category and product teams build

robust private label brands

across food & non-foodCreate distinctive category-level propositions aligned with brand narrativeShape packaging, naming, pricing cues, and storytelling to drive

trial, repeat, and loyalty .

6. Market ExpansionDefine brand playbooks and launch frameworks for





current cities and micro-markets .Enable regional business teams to execute launches with local relevance within brand guidelinesBuild scalable frameworks that allow

speed + local relevance

without brand dilution.

7. Creative, Content & Brand ExpressionOwn brand identity, tone of voice, storytelling style, content principles and creative standards across all customer touchpoints.Ensuring

creative expression of the brand

across campaigns, customer touchpoints and city executions remain contemporary, distinctive and suited to the speed and frequency of quick commerceLead agency ecosystem across creative, media, PR, production to deliver cohesive brand expression at scale.

8. Growth & Performance AlignmentPartner with growth, CRM, and performance marketing teams to embed brand thinking into acquisition funnels, engagement journeys and retention programs.Ensure alignment between brand investments

and measurable business outcomesBalance short-term performance initiatives with long-term brand equity.

9. Cross-Functional LeadershipAct as a

thought partner to leadership , influencing decisions through brand lens on product and tech, customer experience & support, operations, and expansion.

Who are we looking for?13–18 years of experience

in large-scale consumer brand marketing. with exposure to building and anchoring large-scale consumer brands, spanning brand strategy, communication, and experience.Strong grounding in Indian mass marketing (TV, OOH, festivals) combined with deep understanding of digital, app-led consumer journeys.Experience in e-commerce, quick commerce is strongly preferred.Proven leadership of complex agency ecosystems and large teams with a track record of balancing long-term brand equity and short-term business pressures

Interested?At bigbasket, you’ll have the opportunity to work at scale, solve meaningful business challenges and help shape the future of commerce in India.

Join us and be part of the team building what’s next at bigbasket.

Disclaimer: We are committed to building an inclusive workplace where different perspectives, experiences and ideas are valued.

📌 VP - Brand (Brand Head) (Mumbai)
🏢 BigBasket
📍 Mumbai