A Personalised Experience

A good leader allows his team the space to get creative and learn from their mistakes. Tarun Kankani is just such a leader. DMI Finance, founded in 2008, is a tech-driven, new-thinking provider of credit solutions to a heterogeneous portfolio of corporate borrowers across India. 

As a credit partner to growing Indian companies, it offers term loans and working capital loans. Also, it supports fintech companies as a balance sheet partner, leveraging the vast consumer finance universe in India through these tie-ups. It has brands operating in several segments from business-to-consumer to direct-to-consumer.

“On the professional front, my key efforts at DMI have been in shaping the group’s brand image and reimagining the existing brand architecture. I, along with my team, have created communication channels and crafted compelling and consistent messaging to stay connected to our stakeholders,” says Kankani, who at present is the head of brand and communication at DMI Finance.

The Domain Expert

Working for eight years at Cholamandalam Investment and Finance Company, an NBFC and a listed entity within the Murugappa group, Kankani handled corporate and internal communications, internal and external events, product marketing, lead generation, branding and below-the-line activities. 

He believes that organisations generally consider brand and communication as support functions. That may change as communication occupies centre stage in people’s lives. In the coming years, organisations will have to invest more in branding due to the changing social outlook, mindset of innovation and complexities.

While talking about creating a more personalised experience he said that to connect better with the target audience, brands will have to customise the communication and offerings, not basis the sector or country, but by exploring more micro characteristics.

“Over the years, I’ve learnt to overcome this challenge by empowering my team and allowing them the space to learn by committing mistakes. I believe the best way to grow in life is through self-experience,” Kankani adds.

Goals and Vision

Kankani aspires to launch a brand which will help conceptualise and execute the launch activities on-ground. In the domain of marketing and brand communication, there exists an exciting future, according to him. 

His goal is also to see DMI Group’s brand presence improve and deepen. He believes that the DMI brand, with diverse businesses, has immense potential to become a reputed financial entity.