Kaanchan Shah is a seasoned marketing leader and board advisor with over 20 years of experience driving high-impact brand transformation in the fashion and lifestyle sector. She currently serves as Marketing Head at Brand Concepts Limited, where she leads the marketing and distribution strategy for iconic international and proprietary brands including Juicy Couture, Tommy Hilfiger, Superdry, United Colors of Benetton, Aeropostale, and the recently acquired Off-White license. A pioneer of “phygital” retail, she specializes in influencer-led storytelling, data-driven customer retention, and emerging digital ecosystems. An award-winning professional, Ms. Shah is a Board Advisor to the India Influencer Governing Council and a recognised thought leader in the Digital India narrative. She frequently shares insights on evolving consumer behaviour shaped by mobile-first culture and aspirational content across luxury and lifestyle segments.