About bigbasket bigbasket, 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 Details Reporting To

- Chief Growth Officer Location -

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 Responsibilities 1. Brand Strategy, Positioning and Framework Define 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 & Expression Own the end-to-end brand experience to ensure the promise is experienced, not just communicated, across: App UX and journeys Delivery and last mile Packaging and physical assets Customer support interactions Define 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 Communication Define overall brand communication and creative framework across: Mass media (TV, digital video) Performance marketing In app journeys On-ground channels Own

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 Health Build a strong

consumer insight and brand research engine Track 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 Branding Partner closely with category and product teams build

strong private label brands

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

trial, repeat, and loyalty .

6. Market Expansion Define brand playbooks and launch frameworks for

new cities and micro-markets .



Enable regional business teams to execute launches with local relevance within brand guidelines Build scalable frameworks that allow

speed + local relevance

without brand dilution.

7. Creative, Content & Brand Expression Own 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 commerce Lead agency ecosystem across creative, media, PR, production to deliver cohesive brand expression at scale.

8. Growth & Performance Alignment Partner 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 outcomes Balance short-term performance initiatives with long-term brand equity.

9. Cross-Functional Leadership Act 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 prospect 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