In the following interview, Vineet Trakroo, the Co-founder of Evolution Strategy
Associates (ESA), shares insights into his entrepreneurial journey, and the innovative strides
his company has made in the realm of business consulting.
Vineet, with a background spanning significant roles in major corporations like Usha
International and Cavinkare, leveraged his MBA and extensive experience in sales and
marketing to address a crucial market gap: the need for strategic acumen in mid-sized
companies. Throughout the interview, Vineet’s narrative is one of passion, adaptability, and a
relentless drive for excellence.
ESA, founded in 2013, is portrayed not just as a consultancy, but as a transformative force in
sales and marketing strategy. Vineet discusses how ESA employs cutting-edge technologies
such as AI and data analytics to revolutionize customer experiences and operational
efficiencies. His philosophy intertwines resilience with innovation, positioning ESA as a
catalyst that guides businesses through their metamorphosis in a dynamic economic
landscape.
Following are Vineet’s thoughts and words:
Brief us about your professional and entrepreneurial journey. What made you choose
your current industry?
My journey has been a tapestry of experiences, woven together by passion, learning, and a
relentless pursuit of excellence. It all began in the electrical industry, where started as a
management trainee at Voltas.
But it was my tenure at in consumer products marketing, specializing in power systems, that
truly shaped my perspective. The sheer scale of distribution, strategy and consumer insights
fascinated me—the invisible threads connecting consumer needs, cities, factories, and
products. I realized that my calling lay in bridging gaps, in solving complex puzzles that
could transform businesses.
My MBA in marketing from Jamnalal Bajaj Institute of Management Studies in Mumbai was
a pivotal milestone. Armed with knowledge and zeal, I got to lead the marketing and or sales
function in the corporate arena. Usha International, Cavinkare, Pidilite, Beiersdorf—each
organization added new skills, experiences and knowledge. Sales, marketing, strategy—they
were my core knowledge areas.
And then, in 2013, I co-founded ESA. The driving force? A gap I couldn’t ignore. Mid-sized
companies hungered for strategic talent. They aspired to be global players or thrive within
India’s dynamic landscape. ESA was born—as an attempt to skill and grow businesses
seeking transformation, growth, and strategic clarity.
Describe your working style in a few words. Brief us about your company and its
offerings.
Insightful. Agile. Results-oriented. These words encapsulate my approach. ESA, founded in
2013, isn’t just a consultancy; it’s a catalyst for business metamorphosis. Our core focus?
Sales and marketing strategy. We dissect markets, decode consumer behavior, and craft
blueprints for success.
But what sets us apart? Our proprietary technique of Business Health Analysis. This has its
backbone in analytics and identifying business challenges from the grassroots. We offer
groundbreaking diagnostics in sales and marketing—an unprecedented feat in India. Imagine
a compass that guides businesses through uncharted waters. ESA’s offerings span diverse
sectors: consumer goods, pharma, building materials, and automobiles.
What has been the biggest challenge you’ve faced in your career? How did you
overcome it, and what did you learn from it?
Ah, challenges—the forge where resilience is tempered. One stands out: navigating
transformative change. ESA was a fledgling, and the canvas was blank. The challenge? To
paint a masterpiece.
I learned that adaptability is our greatest armor. We embraced change—technology
disruptions, market shifts, and evolving consumer preferences. We used uncertainty, turning
obstacles into steppingstones. The lesson? Resilience isn’t about standing firm; it’s about
adapting through live business challenges.
Enlighten us about your take on technology. As a modern-day entrepreneur, how are
you leveraging the power of technology to the benefit of the industry?
Technology—the warp and weft of our era. ESA’s sails catch the digital winds. We harness
data analytics, AI, and digital tools. How?
Enhancing Customer Experiences: We help design reporting dashboards for BI tools
and alerts for variances where required based on business needs, capturing customer
satisfaction metrics as well as operational efficiency metrics.
Optimizing Operations: We use data analytics and cloud solutions for collecting
customer feedback and visualization techniques for representing them to our clients
Unlocking Innovation: Predictive AI is used as a tool to generate some posts as well
as articles to start with.
What awards and accolades have you or your organization received so far?
While I remain humble, ESA’s track record speaks louder. We’ve partnered with Fortune 500
companies, industry leaders, and visionaries. Our accolades? They’re etched in the success
stories we’ve co-authored. Over 80% of our clients come back to us for more work, which
itself is true recognition of our work.
What would you advise to budding entrepreneurs?
Three gems:
Learn Continuously: Curiosity fuels growth. Adapt, unlearn, relearn.
Network Relentlessly: Forge connections. Learn from peers, mentors, and even rivals.
Fail Forward: Each setback is a lesson. Resilience
