In what can be seen as a growing trend of executives from mobile companies joining e-commerce ventures, chief marketing officer of consumer business at Bharti Airtel Govind Rajan has put in his papers and is reportedly joining Snapdeal. This would be the second major exit of a senior executive from the teleco to the second largest e-commerce firm in over a month. In May, Bharti Airtel’s chief product officer Anand Chandrasekaran, who had joined the company in April last year from Yahoo!, resigned to join Snapdeal as a chief product officer.
Govind Rajan had joined Airtel from Unilever in 2013. He led consumer products and services at Airtel and was later given the additional responsibility for driving Airtel Money.
Airtel spokesperson declined to comment.
Last year in June, Vishal Jain, who was in-charge of new product development (usage and retention vertical) at Bharti, had quit to join Snapdeal as head of mobile marketing. Similarly, Rajnish Baweja, regional chief financial officer (Anglophone) at Bharti Airtel International (Netherland) BV, Nairobi, Africa, joined as finance controller at the country’s largest e-commerce firm Flipkart in July 2014.
Analyst say that since telcos and e-commerce firms have very similar requirement — essentially dealing with consumers, their spending patterns and offering them lifestyle status — the shifting of personnel from one to another is a seamless process and is bound to grow.