Digging It Deeper In The Digital Domain

Kranti Gada has made her mark in the digital media business as the chief operating officer (COO) of Sh­emaroo. She heads the business ver­ticals that contribute to the annual operating plan of the video cassette content distribution company.

As COO, Gada works with the company’s board members and CEO to build a larger vision for Shemaroo.

“We started our journey as a book circulating library transitioning into video cassette content distribution business,” muses Gada, adding, “and now  we are a leader in the digital media land­scape.” Gada is known within Shemaroo for her involvement with the entire team. “One of my most important, yet enjoyable tasks is to encourage my team to reach their goal,” she says.

Shemaroo has been a market leader in the digital media business across 55 years and continues to disrupt the dynamics of the entertainment industry every day. Shemaroo’s vast media empire involves more than 700 media and entertainment professionals.

The entertainment industry is no doubt dominated by television, but digital media is catching up quickly. It is evolving into a pre­ferred category in en­tertainment in India. Gada’s contribution to Shemaroo includes  bringing in new dimen­sions into the digital me­dia space.  “At Shemaroo we identified this trend early on and introduced new business opportu­nities such as mobile, YouTube and DTH ser­vice,” says Gada.

Shemaroo’s success stories include emerging platforms such as ‘She­maroo Filmi Gaane’ on YouTube, which attracts more than 78 million unique users every month. “We have rapidly expanded our DTH footprint by offering innovative 24/7 ad free services which are available across all leading DTH platforms and have created a new form of entertainment,” says the company’s COO.

Gada counts “keeping the nation enter­tained” as a contribution Shemaroo has made to society. Shemaroo also offers ‘live darshan to shrines’ on YouTube for view­ers in India and across the world, along with various health and fitness channels. The digital shows have been appreciated across the world. “To build a sustainable model of growth we keep the needs of the evolving audiences at the forefront,” says Gada.

Digital media is redefining the enter­tainment landscape and Shemaroo has initiated many innovative platforms and content to keep pace with the change. The company has recently undergone a brand refresh and Gada divulges that it was working aggressively to achieve a five-fold growth in business.

Gada describes her professional jour­ney so far as one that has been “unpredict­able”, but is sure-footed about the future. “I know what I’ll be doing five years out,” she says without hesitation when we ask her where she and her company expected to be in the coming five years. “I know I’ll be working hard on something ex­citing, alongside smart and committed people,” quips Gada, adding, “I’ll still be incredibly excited to be a part of this organisation and its mission.”  

Gada is thrilled to be in BW Businessworld’s BW 40 under 40 list. “It is certainly a recogni­tion of my efforts and I am thankful for the en­couragement it gives me,” she says. “Fear is the biggest hindrance for the brightest of minds,” according to Gada.

We ask her if she has a message for young entrepreneurs in particular and young people in general. “My one advice will be to do what you like and not be afraid to com­mit mistakes. Every day is a new lesson!” she says, adding, “Patience and persistence is what one needs to stick through, espe­cially in the entertainment industry where everything is fast and quick.”