Introduction

There’s something quietly powerful about leaders who have walked the market before they walk into boardrooms. When you speak to Roli Shrivastava, Head of Marketing at Hocco, that grounding shows. Her journey doesn’t begin with a marketing deck or a campaign brainstorm; it begins on sales floors, in conversations with retailers, and in cities that taught her how India really consumes.

From the Field to the Framework

Roli’s career began at Airtel, where she worked across Chandigarh, Amritsar, and Hyderabad. Sales, she says, was her first real classroom. It was where she understood what distribution actually means, how consumer behaviour shifts across geographies, and why stepping out of one’s comfort zone is not optional; it’s essential.

The early years were less about titles and more about texture. Understanding margins, retailer motivations, and local aspirations shaped her instinct for the market. That instinct would later become the backbone of her marketing leadership.

Her shift to online marketing roles at Snapdeal and Zomato expanded her worldview. Digital ecosystems brought speed, data, and multidimensional thinking. Marketing, she realised, was no longer a one-directional function speaking only to consumers; it was a bridge between product, sales, operations, and culture.

Ownership as a Leadership Language

In 2018, Roli joined Hocco as Head of Marketing. What followed was not just category expansion but a recalibration of what the brand could stand for.

She describes her evolution from contributor to leader as a shift “from execution to ownership.” For her, leadership is less about authority and more about alignment. She ensures her team understands Hocco’s one-year vision and larger objectives so that every campaign, every SKU, and every partnership ladders up to something meaningful.

Clarity of thought is non-negotiable in her framework. So is questioning. She encourages her team to ask why something is being done, how it adds value, and whether it truly serves the consumer. In her words, ownership shines when individuals feel invested in outcomes, not just tasks.

It’s a collaborative culture, one where contributions are acknowledged, and leadership is not confined to hierarchy.

Product First, Always

Under Roli’s leadership, Hocco expanded into restaurants and ready-to-eat offerings, strengthened its presence in Gujarat and the USA, and in 2023 marked a significant milestone with its re-entry into the ice cream market.

But what defines her marketing lens is its product-led nature.

Take the launch of Aamchi ice cream: a campaign rooted in nostalgia, summer memories, and the Indian love affair with mangoes. Designed with Gen Z in mind, the launch leaned into cultural cues, inventive formats, and creative storytelling. The campaign didn’t just sit on shelves; it sparked conversations. From innovative packaging to unexpected media formats, it reflected a deep understanding of audience behavior.

At the same time, she openly acknowledges that not every innovation lands the same way. The launch of Bijlee, positioned as India’s first caffeinated ice candy, became a learning moment, reinforcing that consumer resonance is built through continuous listening and adaptation.

For Roli, innovation is not about novelty for its own sake. It is about emotional relevance.

From Visibility to Meaning

There’s a line she shares that stays with you: visibility is important, but connection is what endures.

Hocco’s brand strategy celebrates nostalgia but packages it for today’s expressive, bold consumer. Familiar flavors are reimagined with modern twists. Communication focuses on moments of pause in a culture that often celebrates constant hustle.

She describes Hocco as a “chill friend”, a brand that invites you to slow down, savour, and enjoy. It’s a subtle but intentional positioning: waging what she calls a “super chilled out war on urgency.”

For her, marketing is not about dominating space. It’s about earning a place in memory.

Advice Rooted in Experience

When asked what she would tell young marketers, her response is practical and grounded.

Be clear about your objective. Understand the “how” and the “why.” Experiment, but do so thoughtfully. Take calculated risks. And above all, own your work.

Ownership, she believes, transforms careers. It sharpens decision-making, builds accountability, and aligns individuals with long-term brand vision. Marketing leadership today, she notes, involves multiple stakeholders: internal teams, partners, and communities. Navigating this ecosystem requires empathy and precision in equal measure.

The Road Ahead

As Hocco continues to grow, Roli’s focus remains steady: product-led innovation that resonates emotionally, accessibility that respects purchasing power, and storytelling that feels culturally rooted.

She sees the consumer not just as a buyer but as the brand’s most important ambassador. If the product delights, the story travels.

Listening to her, you sense that her journey, from sales territories to marketing leadership,is less about changing roles and more about expanding perspective. Each chapter has added depth to her understanding of markets, people, and possibility.

And perhaps that is what makes her leadership distinctive. It is grounded in the field, shaped by experimentation, and guided by a simple principle: build with heart, lead with ownership, and let the brand become a part of everyday joy.

-By Muskan Dengra