Kapture CX has hired Kruti Khandelwal as Vice President – Marketing, handing the Bengaluru-based agentic AI platform a senior marketer to lead its next phase of growth in India and international markets.
Kapture CX operates in the agentic AI space—technology designed to act on goals rather than only answer prompts—and the new hire is meant to give that story more reach.
Khandelwal’s remit is deliberately broad: brand, content, product marketing, PR, partner marketing, events and demand generation. Her priorities include sharpening the company’s market positioning, strengthening its global brand and building a marketing function that can support scale.
The timing tells the story
The appointment is not a turnaround job. Kapture CX says it serves more than 1,000 enterprise customers across 18 countries, has built a profitable business largely around India, and has maintained 100% year-on-year growth since FY24. The company also raised $10 million in a pre-Series B round led by Bajaj Finserv Ventures.
In short, the product and business model are already working. What the company wants now is a bigger, clearer presence in the market. That is a different marketing problem: less about proving viability and more about being impossible to ignore.
What the new VP Marketing brings
Khandelwal has more than 12 years of marketing experience across B2B and B2C brands, with stints at Yellow.ai, Haptik, Lodha Group and Sunteck Realty. She was named a Marketing 30 Under 30 honouree by Pitch and has also founded and run a profitable business.
Her founder background is a meaningful signal for the role. CEO Sheshgiri Kamath described marketing as “a critical growth lever” and pointed to Khandelwal’s mix of strategic marketing, brand-building and operating experience.
Khandelwal said the fundamentals are already in place. “What drew me to Kapture is that the fundamentals are already in place. The opportunity now is to take that story to a much larger audience.”
A coordinated go-to-market push
The marketing hire is part of a wider leadership build-out. Kapture CX has also recently appointed Abhinav Sinha as Vice President – Customer Experience and Sanjay Prasad as Vice President – Sales. Together, the roles suggest a more integrated go-to-market motion: brand and demand generation on one side, sales on another, and customer experience holding retention and expansion.
For marketing leaders, there are a few practical takeaways from the mandate:
- Hire for acceleration, not rescue. Kapture CX already has traction, funding and profitability; the VP Marketing role is about scaling visibility and demand.
- Separate the workstreams. Brand, content, product marketing, events and demand generation are named as distinct functions, which makes it easier to assign ownership and measure performance.
- Value operator experience. A marketer who has run a business may be expected to bring customer and commercial judgment, not just campaigns.
What this signals for B2B marketing
Kapture CX’s move reflects a familiar sequence in B2B SaaS: product-led traction first, brand-led growth second. Once a company has enough customers, retention and revenue proof, it hires senior marketing to shape how the market perceives it—and to build the repeatable pipeline that supports the next round of growth.
For marketing professionals watching the CX and martech categories, the appointment is a useful reminder. The challenge at scale is rarely more features; it is building a story that makes the innovation easier to understand and harder to overlook.
Source: MediaNews4U
