Nandakumar joined the company in 2000 and assumed his current role in 2020, currently leading a team of over 300 people. In early 2025, the team established a retail media ecosystem, both in-store and digitally that is today growing at more than 200% and poised to be a major contributor to the group’s revenue. Furthermore, a 40% increase in brand participation was observed, as well as a respective 22% and 18% rise in promoted category sales, and supplier marketing investments. A Marketing CoE was also established in June 2025, which manages the entire (Happiness) loyalty ecosystem of more than nine million members.