Pickyourtrail has appointed Janani Kandaswamy as head of marketing, as it looks to build a stronger brand-led growth engine in the evolving travel and experiences category. The appointment reflects the company’s intent to move beyond product-led growth and establish a differentiated brand narrative in customised international holidays.
Kandaswamy brings over 15 years of experience across FMCG, stationery, appliances, automobile and telecom sectors, having held leadership roles at Versuni India and ITC. Her portfolio includes building and scaling brands such as Preethi, Classmate and Mangaldeep, with a focus on digital-first growth and end-to-end consumer journey design. This cross-category expertise is expected to support Pickyourtrail’s ambition to strengthen its positioning and expand into adjacent segments.
In her new role, Kandaswamy will lead efforts to elevate the brand’s positioning as a category leader in customised international holidays, while also broadening its relevance across emerging travel segments. The mandate includes sharpening brand storytelling, driving consumer engagement and aligning marketing strategies with evolving traveller expectations.
The appointment comes at a time when the travel category is witnessing a shift towards curated, premium and personalised experiences. Indian consumers are increasingly seeking seamless, hassle-free planning solutions, creating an opportunity for brands to differentiate through both technology and narrative.
Janani Kandaswamy said: “Travel is one of the most emotionally charged yet cognitively complex categories for consumers. The next phase of growth will belong to brands that can combine deep personalisation with simplicity, and storytelling with seamless execution. Pickyourtrail has already built a strong foundation here, and I’m excited to scale this into a brand that not only organises trips but also shapes how people experience the world.”
Founded by Hari Ganapathy, Pickyourtrail has positioned itself as a technology-driven platform that combines personalisation with travel expertise to deliver what it terms ‘Sooper hit holidays’. The brand’s marketing strategy is expected to build on this proposition, translating product strengths into a more cohesive and emotionally resonant brand identity.
Hari Ganapathy, co-founder and ceo, Pickyourtrail added: “At Pickyourtrail, we’ve built a strong product-market fit over the years. The next step is to translate that into a distinctive, enduring brand. With Janani coming on board we’re doubling down on building the most loved travel and experience brand. She will sharpen our brand narrative with deep consumer insights and disciplined execution that will accelerate growth across markets and categories.”
The company’s next phase will focus on integrating personalisation with storytelling, ensuring that communication reflects both functional ease and experiential value. This includes expanding into adjacent categories and strengthening presence in international and domestic travel markets.
Pickyourtrail is also investing in technology-led solutions such as Fluid, a platform designed to streamline corporate travel by automating booking processes, optimising spend and reducing decision-making time. These innovations are expected to support the broader brand narrative of convenience and efficiency.
Overall, the leadership appointment underscores Pickyourtrail’s shift towards a more brand-centric growth strategy, combining digital capabilities, consumer insight and narrative-driven marketing to scale its presence in a competitive travel landscape.
