In Our Income Statement, Marketing Is Our Biggest Expense: Sandeep Aggarwal, Droom

In a quick confab with Sandeep Aggarwal, Founder & CEO, droom, he explains how he was one of the first few Indians to create a Unicorn, albeit this category is one of the last ones to move online. He also shares how the company, in the last 8 years, must have spent about 1000cr on marketing itself- 15-20% of which goes on TV, outdoor, print, activations & event; 40% in performance-based advertising digital; 40% on deals, promotions & offers and the last 5% retention marketing.

"Performance-based digital marketing has always worked for us," he adds.

He also speaks about how he is solving this company for a long-term horizon and envisions building it into an institution in the future. For him, the future of automobiles is online and new-age companies will be the locomotive of growth for India for the next decade.