‘The curriculum here is designed to nurture curiosity’

He passed out from Apeejay School, Kharghar, in 2014. At present, he is working as a Marketing Manager at Pidilite; he got this role after completing my MBA. Meet Tushar Upadhyay, who loves to dig into areas of FMCG sales, marketing, and technology. Based out of Mumbai, this alumnus, who was at the school from Class II, shares fond memories from the school.

What role did the school play in shaping your curiosity or the career path you chose?

It influenced my behaviour and approach. First, the curriculum was designed in a way that motivated us to be curious. We had projects and fairs where we brought in our ideas and related them to what we were learning in class. Second, discipline and planning, which have been invaluable in life.

You did engineering and then pursued an MBA in marketing. Why this shift?

There were two options: Going abroad for a technical degree like an MS, or staying in India and taking the CAT. I did well in both but chose to stay in India and pursue marketing. A big influence was my father, who has a techno-commercial profile. I looked up to him, and that inspired me to follow this path.

Did your engineering background help you in marketing?

Engineering trains you to think in workflows and adopt a structured approach. That helps a lot when launching a product or testing a new target group, where many unknowns are involved. The aptitude to dig deeper and work through uncertainty is something I credit to my engineering education.

Marketing is both data-driven and creative. How do you blend the two?

Creativity enables brands to stand out, but pairing it with data brings accuracy and confidence. From analysing markets and trends for product launches to tracking campaign performance, data ensures the right positioning, pricing, and continuous refinement of strategies.

How do you see AI and machine learning impacting marketing strategies?

These are transforming marketing by helping companies decode consumer behaviour through digital footprints like location, browsing, and mobile data. By uncovering subconscious preferences and building brand equity, businesses can hyper-personalise offerings and deliver more relevant, effective experiences.

Can you share a fond memory from your school days?

There are many, but one stands out. During my Class X, I was injured during the sports week and had to be on bed rest for almost a month. It was a crucial time with Board exams approaching, yet my teachers went out of their way to ensure I didn’t fall behind. They helped me cover all the concepts and maintain continuity. That kind of support was beyond their duty and showed how deeply they cared.