Apurva specializes in media businesses and brands, and prior to her entry into radio she worked in television with BCCL and Zee Telefilms. She has launched successful TV brands including Zoom – India’s first lifestyle channel and also fashioned the re-launch strategy for Zee TV, the flagship channel of Zee Telefilms.
Apurva is credited with bringing the concept of consolidated media–buying to India by launching the first ever independent media buying agency, Lodestar in 1995. Lodestar is amongst the top five agencies in the country today and a part of IPG, one of the big four global advertising holding companies in the world. She was the first President of the AROI, the Industry body of the radio industry and is also a member of the Ministry of Information and Broadcasting’s Sectoral Council on Innovation as well as being an Independent Director on the board of Mindtree Ltd.
Over the past eight years Apurva has led Radio City through a cycle of ‘Build-Grow-Consolidate’ partnering IVFA, one of the oldest and most experienced private equity players in the country with ~$1.4 billion under management. Under her leadership Radio City has grown from a four-city station to a national presence across 20 cities. Radio City has also won several best practices awards and been voted amongst the best places to work in Media and across industries by the Great Place to Work Survey for the last three years.
She lectures extensively at institutes and corporates, on issues ranging from leadership skills and building great organizational cultures, managing diversity – how men and women can work together, creating the balance between home and work, and making successful career choices. She is also the author of the national best – selling book “Lady, You’re not a Man” – the Adventures of a Woman at Work, published by Rupa Publications.