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Susan Joseph


Susan is an independent digital communications and user experience strategist. She helps companies discover their brand voice and grow their business.

Shubharthi Ghosh


Shubharthi is currently part of the strategic marketing team at Regalix. His expertise mainly lies in the account-based marketing and programmatic advertising space.

Priscilla Thomas


Priscilla is a content writer who has worked for Infosys Technologies and other technology startups in India and abroad.

Moulishree Srivastava


Moulishree is a freelance journalist with over 7 years of experience, she writes research-based analytical stories on technology and business.

Avanish Tiwary


Avanish is a Bangalore-based journalist who writes on business with a specific focus on technology companies.

Priyanka Bhatacharya


Priyanka has covered every aspect of the IT industry as a tech journalist since its early days. She is now an independent writer, working on subjects like digital marketing, enterprise technology and high-performance computing, among others. 



A freelance content writer, S. Sahu was the former editor of TCS's house magazine at Tata Consultancy Services. He developed tech marketing collateral for the company and helped compile and edit books and journal articles on TCS's technology innovations. He also ghostwrites print and online publications. 

Prajwala Hegde


Prajwala is a Bangalore-based freelance journalist who writes on social issues, stories of human interest, and art and culture, among others. 

Rajesh Nanarpuzha


Rajesh Nanarpuzha is an Assistant Professor of Marketing at IIM Udaipur. Previously, he has worked as a brand manager in Dabur, and as a business consultant in the retail and consumer goods domains at Cognizant and Tata Consultancy Services. Rajesh has an MBA from IIM Indore and a doctorate in marketing from IIM Ahmedabad.


Priyokumar Singh Naorem


He is a passionate UI & UX designer who thrives on creating engaging creative solutions.


Dyuti Mittal


A freelance illustrator, artist, graphic novelist and designer. She has designed and illustrated several book covers. Her personal illustrations so far have attempted to seize the fleeting absurdity and mood of places, things and people she encounters in a childlike, intuitive and expressive manner with closure, beauty and innocence – the things that she desires.

Sumakshi Singh


She is an artist and an educator who has taught and lectured at The School of the Art Institute of Chicago, Oxford University, the Victoria and Albert Museum among other institutions. Her installations, paintings, thread work and sculptures have been exhibited in Saatchi Gallery - London, C24 Gallery - New York, and Museum of Contemporary Art – Lyon, among other notable galleries and museums from around the world.

Purna Chandra Mahato


Purna Chandra Mahato is an artist based out of Rourkela, India. Trained in painting (fine arts) from Pracheen Kala Kendra, Chandigarh, Purna has participated in many prestigious exhibitions and artist camps. His paintings explore various aspects of colour, shade, textures, and strokes, while keeping to abstract themes; they strive for a spontaneity that is enjoyable to spectators.

Parul Gupta


A commerce graduate from Delhi University, Parul pursued a masters in fine arts from Nottingham Trent University in the UK. As an artist, she is interested in line as a subject which has led her to follow architectural lines in built environments. She says she is also interested in how we perceive the environment that we inhabit and what happens when a subtle shift is made in things which we have been used to seeing in a certain way. We present six of her artworks here.

Shweta Malhotra


Shweta Malhotra is a graphic artist and designer from Mumbai, based in New Delhi.
After working with ad agencies and design studios for close to 8 years, she branched out on her own and currently works independently.s Her overall design aesthetic is minimal, bold and graphic, a response to the maximalist visual language prevalent in India.

Rithika Merchant


Rithika Merchant (b.1986) received her Bachelor’s Degree in Fine Arts from Parsons the New School for Design, New York in 2008. She has exhibited extensively since her graduation. Recent exhibitions include a duo show “Reliquaries: The Remembered Self” at TARQ, Mumbai; “Language of the Birds: Occult and Art” at 80WSE Gallery, New York; and group shows at Summerhall, Edinburgh and Artry Gallery, Kochi. Her work has been included in multiple group shows at Stephen Romano Gallery and The Morbid Anatomy Museum, New York. Born in Mumbai, she now divides her time between Mumbai and Barcelona.

Aniruddh Mehta


Aniruddh Mehta is an artist based out of Mumbai, India. Trained in graphic design from the London College of Communications, Aniruddh is a self-taught illustrator and currently works as an independent freelance designer. He believes in finding the right balance between art and graphic design. He has worked closely in collaboration with Bhavishyavani Future Soundz, Qilla Records, Taxi Fabric, Adidas, Dell and United Colours of Benetton. He also goes by the moniker, ‘thebigfatminimalist’ and his style ranges from bold minimal forms to more intricate pieces exploring patterns and geometry.

Paramesh Jolad


Paramesh is an artist who enjoys working in both the realistic and abstract style of painting. He loves working with water color. Featured in this issue are a set of water color works that he has created exclusively for us on the subject of digital transformation.

Chandrashekhar Thakur


Based in Mumbai, Chandrashekhar Thakur is a Senior Art Director and Illustrator at Truebil.com and the Founder of HAPPiNESS For You. He loves working with new styles of art and considers illustration to be his forte. Chandrashekhar has completed his BFA from DY Patil College of Applied Art.

Concept and Direction

Nimish Vohra


Head of marketing at Regalix, Nimish drives research in emerging technologies and customer experience, and takes a keen interest in creative arts.


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Know when a new article is published

Customer support in B2B is somewhat different from B2C as the issues are more complex and take longer to resolve. Consistently delivering on customer support is a big challenge for almost all B2B businesses.

To understand how companies can address these challenges, we got in touch with Nikhil Arora, Managing Director and Vice President, GoDaddy India. He shared with us how GoDaddy's Indian customers were different from their global counterparts in terms of their requirements, and how GoDaddy had to adapt their strategy to support them. In fact, he goes on to say that their existing clients are the backbone of the company.

Interviewed by Avanish Tiwari


/ /  Who does GoDaddy target to sell its products?

At GoDaddy, our aim is to help small business owners, entrepreneurs, and individuals who want to start or grow their ventures online. We focus on these audiences to help raise awareness of the benefits of bringing their venture to the Internet, such as reaching people in India and around the world and the ability for people to learn more about their venture at any time. We listen to them to better understand their digital presence needs and empower them with the right set of tools for starting and managing their digital journey. Our online tools, from domain name registration and website creation, to e-commerce and security services, coupled with 24*7 award-winning customer support, are designed to help these target audiences along the way.

/ /  How do you engage with your existing customers?

GoDaddy is dedicated to listening and supporting our existing clients in over 50 markets and 100 countries around the world. We have more than 750,000 customers in India and we give them the opportunity to provide feedback on our product and service offerings. To help us further engage with our customers, we recently announced the creation of our Customer Engagement Program, a forum designed to deep dive into the process of listening and learning from our customers. The program serves as an advisory group to help facilitate product, marketing and sales feedback, to help better meet customer needs.

Through the Customer Council we meet our customers on the ground level and we are coordinating with them to better understand their issues and to help support their growth. We have already held council meetings in Gurgaon and Hyderabad.

In addition to our Customer Engagement Program, we have had a customer care centre located in India for over five years, dedicated to serving our customers locally. Customer care is offered in four local Indian languages. Our 24*7 free customer care is staffed with over 700 trained professionals helping customers via phone, chat, and email, supporting their digital journey from the start. We encourage our clients to call our customer care experts to share their suggestions and to give us the opportunity to resolve any issues they may be experiencing with our products.

/ /  With what objective do you engage with your existing customers?

Our existing clients are the backbone of our company. We work with them to find out how they are using our products and how they are looking to grow their venture. Feedback from our existing customers is an important element to our products and services innovation. We actively seek to engage with our existing customers to continue to better understand their needs, challenges and requirements as they embark and manage their digital journey.

/ /  What is the channel or medium that you use to engage with customers?

We believe that India is primarily a ‘Do-it-for-me’ market. Unlike in the West, in India, customers expect and desire a professional to help create an online presence for them and continue to support them throughout their online journey. Therefore, a robust channel partner ecosystem is integral to our India strategy. Our partners and resellers are our on-ground partners, who are well-positioned and equipped to offer the right solutions. We work closely with them on an on-going basis to offer the full suite of products, solutions and informational material available to raise awareness of the benefits of having their business online.

/ /  In the digital age, how important are loyalty programs?

We have an active loyalty program for our Web Pro customers in India. Members joining the free ‘GoDaddy Pro’ program enjoy reward discount of 30% on all new GoDaddy purchases and a 5% in-store credit on every qualifying GoDaddy.com purchase. They also can attract new clients with a profile on the ‘Pro Connect’ referral platform and get pro-level support 24*7.

/ /  Does cross-selling often happen at GoDaddy?

GoDaddy’s customer care representatives are trained to listen to our customers and work to resolve their issues. As we work individually with each customer, for the length of time it may take to fully assist them, our representatives may suggest other GoDaddy products and services that they think may assist in addressing the issues the customer is discussing with us. Some of our products are available on a free monthly trial basis with no credit card required, such as ‘Website Builder’ and ‘Online Store’, which gives our customers the opportunity to try the product first and see if it works for them, before making a purchase.

/ /  Do companies that don't have a subscription based model give required attention to their existing customers?

One of the key attributes to building a successful business relationship is listening. Being a good listener can create trust and confidence with the customer. In today’s business environment, customer engagement and customer care is agnostic to the subscription model business. Customers value and appreciate a human touch to business and listening to customers can generate valuable feedback and data, which in turn, can lead to higher customer retention. I can’t speak for other companies but our focus is to fall in love with the problems of our customers and try to find the right solution to these problems.

At GoDaddy, we regularly engage with our customers through our 24*7 customer care facility and the customer engagement program. With the help of over 700 trained professionals and in-person interactions through customer meets, we get first-hand feedback from SMBs on new and existing products. Both of these programs help us drive our vision to solve problems for our existing and potential customers.

/ /  Our survey says companies don't spend as much time in selling new products to existing customers as they do in acquiring new ones. Your comments?

It costs far more to acquire a new customer than to keep an existing one. If a business has done a good job taking care of existing customers, and the products have performed well for them, customers are usually willing to buy new products from you. And since the relationship is in place, far less (expensive) selling is required. A key part of creating a growing, sustainable and predictable business is making sure not to lose the customers you already have. Strengthening your relationship with your existing customer base is one of the best ways to increase sales and successful companies put a lot of focus in nurturing their existing customer base.