In today’s fast-evolving media environment, few professionals have navigated the industry’s shifts as dynamically as Ms Mallika Nath Handa. With a career spanning top media houses like Star TV, NDTV, and Times Internet, and impactful leadership roles at Zomato and now Network18, Mallika represents a generation of media leaders who blend creativity with problem-solving and data with storytelling.

In this conversation, she reflects on her growth, the changing landscape of branded content, and what it takes to build successful partnerships in both media and consumer-facing industries.

The Career Journey of Mallika Nath Handa

Mallika began her career at Star TV, where she transitioned swiftly from operations to revenue management—an early sign of her adaptability and hunger for learning. Her experiences at NDTV and Times Internet further shaped her as one of the early pioneers of digital media and branded content in India.

At Times Internet, she found an environment that encouraged experimentation and creativity. “I was never micromanaged,” she says, recalling how this freedom allowed her to explore ideas, build solutions, and understand the deeper mechanics of branded content.

Her role at Zomato marked a new chapter. Here, she focused on building partnerships that didn’t just drive revenue but strengthened brand loyalty and solved internal challenges. By leading teams dedicated to financial and lifestyle partnerships, Mallika worked on initiatives that enhanced customer experience in meaningful ways.

Insights on Branded Content & Career Development

Over the years, Mallika has seen branded content evolve from simple integrations into a strategic tool that requires patience, creativity, and an understanding of consumer behavior.

She emphasized that great branded content is not just about closing a deal—it’s about navigating multiple layers of collaboration, aligning stakeholders, and ensuring that every campaign solves a real problem for the brand.

Her key learnings include:

• Adaptability is essential in a fast-changing digital ecosystem.

• Patience is crucial, as great content requires coordination beyond the obvious creative layers.

• Creative problem-solving is at the heart of every successful piece of branded content.

These principles have guided her through every role, helping her build a strong foundation for long-term professional growth.

Key Mindsets for Professional Success

Mallika attributes much of her success to three core mindsets:

a) Solving for Impact

She believes in always identifying the “why” behind every project. Whether it’s a partnership or a piece of content, the impact must be clear and measurable.

b) Being Passionate and Curious

Passion, she says, drives people to go beyond everyday challenges, especially in industries that require constant innovation.

c) Collaborating Effectively

Mallika notes that internal collaboration can often be more challenging than external partnerships. Aligning different teams, priorities, and expectations is a skill that grows with experience.

Career Transition & New Beginnings at Network18

While Mallika originally studied fashion design, her creative mindset propelled her toward media—a field where she could merge creativity with business. Her recent move to Network18 marks another exciting transition.

She was drawn to the organization’s renewed focus on meaningful, impactful content. With Network18 evolving rapidly, she sees a strong opportunity to bring her lifestyle and consumer understanding into the media space, helping solve internal challenges and strengthen brand-client relationships.

Media vs. Consumer-Facing Partnerships

Having worked extensively in both media and consumer-tech ecosystems, Mallika highlights the key differences:

Media Partnerships

• Focus on storytelling and brand visibility

• Require coordination with editorial, sales, and creative teams

• Heavily dependent on content quality and relevance

Consumer-Facing Partnerships (Zomato)

• Directly impact customer experience and brand loyalty

• Require building long-term trust-based relationships

• Success lies in solving real customer needs

She shared notable collaborations like Air India and HSBC, which helped Zomato create loyalty-driven initiatives and long-term value for customers.

Conclusion

Ms. Mallika Nath Handa’s journey is a testament to the power of adaptability, creative problem-solving, and passion-driven leadership. From shaping the early phase of digital branded content to building impactful customer partnerships at Zomato and stepping into a transformative role at Network18, her career continues to inspire young professionals navigating the complex world of media and marketing.

Her story reinforces a simple but powerful message: stay curious, stay adaptable, and always solve for meaningful impact.

-Interview conducted by Shivani Solanki