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 and15 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 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)