TUTE Consult has formally launched Vector, its dedicated brand strategy, research and intelligence division, marking a significant expansion of the consultancy’s integrated marketing communications offering for both Indian and international markets.
The launch follows a three-month soft rollout during which Vector delivered more than 200 proprietary research projects, brand audits and narrative intelligence assignments across sectors including beauty and wellness, FMCG, luxury, technology and hospitality. The division will operate both as a standalone consultancy offering and as the strategic foundation supporting TUTE Consult’s existing Communiqué and Tribe divisions, which focus on public relations, earned media, creator marketing and influencer engagement.
The move reflects a growing demand among brands for deeper strategic insight and data-driven communications planning in an increasingly complex marketing environment. According to TUTE Consult, many domestic brands expanding nationally and international brands entering India often invest heavily in communications execution while underinvesting in the strategic intelligence needed to shape effective brand narratives.
Vector’s services include category sentiment analysis, competitive narrative mapping, share of voice intelligence, integrated MarCom planning, reputation intelligence, founder authority programmes and AI-powered consumer and cultural intelligence. The division is also designed to help global brands adapt international positioning strategies for Indian audiences through market-specific narrative development and communications planning.
A key focus of the division is helping brands improve discoverability and relevance in an environment increasingly shaped by AI-driven search and content discovery. The consultancy believes that structured, intelligence-led content and expert-driven narratives are becoming increasingly important as consumers and business audiences adopt AI-powered platforms as primary research tools.
Komal Lath, founder and chief initiator, TUTE Consult, said, “We built Vector because the problem kept presenting itself, regardless of whether the client was an Indian D2C brand trying to own a category narrative or a global beauty company entering India for the first time. The story wasn’t built on insight. The data wasn’t informing the communications. Campaigns ran efficiently into a vacuum because no one had asked the foundational question - what does this brand mean to its audience right now, and why does it matter? Over 200 research briefs in three months told us that this need is not niche. It is the central communications challenge of this market. Vector is the answer we have been building toward for 16 years. It is the step-up and step in building our agency for the future model.”
Industry stakeholders who have worked with the division during its soft launch highlighted its role in delivering market intelligence and consumer insights.
Cathie, founder, ThreeSixty Agency, said, “Vector gave us a far more nuanced understanding of the Indian beauty consumer than we could have gathered through surface level market research alone. The insights were incredibly valuable in helping us evaluate positioning, consumer behaviour, and white space opportunities for entering the Indian market. What stood out was the balance of data backed intelligence with cultural context - something critical when building a cohort of beauty brands for India.”
Vibhuti Munjal, manager marketing and product, L'Occitane India, added, “There was a distinct, undeniable gap in the industry when it comes to understanding what consumers are truly pursuing and perceiving about brands online. Tute Consult has successfully identified this exact gap and built Tute Vector to address it perfectly. It is the precise specialized advisory that modern brands need to think about before they communicate, combining deep competitive intelligence with a swift 3-day turnaround. I am really excited for the entire team and send my best wishes for this incredible launch!”
Founded in 2010, TUTE Consult operates across three divisions — Communiqué, Tribe and Vector — and has worked with more than 350 brands across 22 sectors. The launch of Vector signals the consultancy’s increasing focus on integrating intelligence, AI-driven insights and narrative strategy into modern marketing communications programmes.
