Shwetha Iyer

SVP and Head of Marketing

Kissht

Consumer behaviour in India has never been static—it evolves, adapts, and reinvents itself at the speed of technology. The surge in digital adoption, fueled by affordable data, smartphone penetration, and shifting economic dynamics, has fundamentally transformed how brands engage with their audiences. Somewhere in this whirlwind of change, where technology met human impulse and data dictated desires, Shwetha Iyer, SVP and Head of Marketing at Kissht, carved her own place—not as a mere observer, but as an architect of transformation. Shwetha’s journey in training and development began at CSS Group, but her passion for strategy and storytelling soon led her to marketing roles at Fifth Estate Communications and Dentsu. At Vodafone Idea, she played a key role in one of the industry’s most complex brand mergers, ensuring a smooth transition for millions of customers. Later, at ZEE5, she took on the challenge of launching HiPi—a bold UGC platform—right during the pandemic. Now, at Kissht, she’s redefining how digital finance connects with people, using AI, gamification, and user-generated content to create more engaging and customer-centric experiences. In this exclusive interview with TradeFlock, Shwetha shares the defining moments of her career, the marketing strategies that truly make an impact, and how brands can stay ahead in an era of constantly shifting consumer expectations.

What marketing challenge at Vodafone Idea or Zee5 best prepared you for your role at Kissht?

Every organisation I’ve worked with has shaped me in many ways, but a few experiences stand out and gave me the best lesson;

"Adaptability isn’t just a skill; it’s a survival instinct in marketing.”

At Vodafone Idea, I helmed the merger transition—an intricate, high-stakes project that involved aligning stakeholders, mapping a phased transition, and crafting a unified brand identity. It was a year-long effort that demanded meticulous planning and seamless execution. At Zee5, I led Kids, Play, and the UGC platform, HiPi, when COVID struck. We had ambitious launches lined up, and suddenly, everything had to be managed remotely. Then came TikTok’s ban, fast-tracking HiPi’s launch. Teams were mobilised, plans were reworked, and we hit the market on schedule. These challenges reinforced my ability to navigate uncertainty, drive large-scale projects, and execute high-impact strategies—learnings I now bring to Kissht.

What marketing strategies at Kissht have driven the most brand growth and customer acquisition? Do you use AI for this?

I believe that in today’s dynamic market, agility isn’t optional—it’s a necessity. At Kissht, we’ve embraced agile marketing to stay ahead, focusing on flexibility, collaboration, and rapid iteration. This allows us to quickly pivot based on market shifts, customer behaviour, or evolving business needs. AI plays a crucial role in this approach. From content creation at scale to hyper-personalisation, predictive analytics, journey optimisation, and campaign management, AI fuels both speed and precision. It enables us to test, learn, and refine strategies in real-time, ensuring we deliver value efficiently while maximising customer engagement and acquisition.

How do you stay resilient and guide your team through uncertainties?

I believe in setting clear expectations, fostering continuous learning, and embracing a growth mindset. Transparency is key—explaining what’s happening and why helps ease anxiety and build trust, especially when leading Gen Z teams who value autonomy and open dialogue. I also encourage an iterative approach— launching smaller, agile campaigns to minimise risk while staying responsive to change. Navigating uncertainty is never easy, but with the right mindset and culture, it becomes an opportunity to innovate and lead confidently.

How do you integrate UGC and gamification into fintech marketing to drive engagement?

Fintech marketing doesn’t have to be dry— engagement thrives when it’s interactive, rewarding, and community-driven. At Kissht, we’ve built a strong loyalty program infused with game mechanics to keep users engaged and motivated. We also leverage UGC and influencer-driven content to create authentic advocacy and build trust. Our customers don’t just use our platform—they become part of the conversation. As a fintech brand, we take customer education seriously. The key is blending information with entertainment—crafting content that informs while keeping users hooked. When gamification, UGC, and education come together, fintech marketing becomes more than just outreach—it becomes an experience.

Consumer behaviour in India isn’t just evolving— it’s rewriting the rules.

How has consumer behaviour in India evolved, and what shifts should marketers prepare for?

An omni-channel, mobile-first, and hyperpersonalised approach is no longer optional; it’s the foundation of modern marketing. With digital adoption soaring, online shopping, digital payments, and regional engagement have become second nature. Looking ahead, seamless integration between online and offline experiences will be key. Localisation—through language, payments, and cultural relevance—will drive deeper connections. And with younger consumers demanding purpose-driven brands, authenticity will be the ultimate differentiator. For marketers, the message is clear: adapt fast, stay real, and put the consumer at the centre of everything.