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About Us

About Us

At ZA Consulting, we help businesses unlock growth and profitability by transforming their sales and distribution engines. We analyze existing systems and processes, identify root challenges, and co-create realistic Go-To-Market strategies backed by detailed execution plans. Our work spans across General Trade, Modern Trade, Cash & Carry, Warehousing, and 3PL—serving both large-scale enterprises and high-growth startups.

What sets us apart is our deep operational expertise. We don’t just advise—we roll up our sleeves and partner on execution. Our leadership team brings over 100 years of combined experience across Sales Leadership, Omni-Channel Distribution, GTM Strategy, Sales Logistics, and P&L Management—across MNCs, Indian businesses, and entrepreneurial ventures.

We believe in enhancing the strategic importance of the Sales function by integrating it seamlessly with other business levers to deliver results that are scalable, sustainable, and measurable.

Overview

Unlock real growth with India’s leading GTM and sales strategy and execution experts.
At ZA Consulting, we help mid-sized businesses, startups, and global brands scale faster by bridging the gap between sales strategy and execution. From FMCG to Pharma and Retail, our deep market expertise ensures your go-to-market plans deliver measurable, on-ground results.

Overview

Unlock real growth with India’s leading GTM and sales strategy and execution experts.
At ZA Consulting, we help mid-sized businesses, startups, and global brands scale faster by bridging the gap between sales strategy and execution. From FMCG to Pharma and Retail, our deep market expertise ensures your go-to-market plans deliver measurable, on-ground results.

Vision

To be trusted partners for businesses to realize their true potential as world class organizations and assist them in flawless execution to achieve their stretch goals.

Mission

To provide Realistic, Sustainable, Simple strategies backed with flawless execution plans that help clients achieve their stretch goals.

We aim to deliver more than expectations in everything we do.

Vision

To be trusted partners for businesses to realize their true potential as world class organizations and assist them in flawless execution to achieve their stretch goals.

Mission

To provide Realistic, Sustainable, Simple strategies backed with flawless execution plans that help clients achieve their stretch goals.

We aim to deliver more than expectations in everything we do.

Our Core Values

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Accountability​

Once on a project, we take responsibility of both the process and the outcomes

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Result Focus

Our belief is that a successful process should deliver desired results to qualify as a “success”

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Innovation

We deeply study the problem that we are solving and find innovative and contextually appropriate solutions to them

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Integrity​

As a firm and as individuals, we practice uncompromising ethics and high moral principles

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Openness

We remain willing and keen to learn new things. We also believe in openness in communication with our clients

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The ZA Consulting Journey: From Spark to Scale

2012
The Spark of an Idea
  • In October, an insight planted the seed that would become ZA Consulting.
  • December: A consulting company was incorporated with four founding shareholders.
2013
The Early Steps
  • First project initiated: Market Health Checkup & Competency Assessment.
  • Building the team to 5 first clients onboarded.
2014
Building Capability
  • Won strategic projects: Tara, GSK, Chings, Bhagwati.
  • A subject matter expert to the core consulting team.
2015
Pivoting for Purpose
  • A strategic reassessment triggered a major pivot. Sandeep Zutshi exits the company.
  • In May, Zutshi Associates (ZA) was formed.
  • First major long-term engagement with Amagi India ( 21-months).
  • Added new clients: NR Group, Nobel Hygiene, GITS.
2018
Lean and Profitable
  • Onboarded high-growth FMCG clients: Moreish Foods, Cee Pee Masala, and Keeros Foods.
  • Operated with a lean 4-member team under a high-margin, low-overhead model.
2019
The Second Leap
  • ZA Consulting formally took shape as a rebranded strategic entity.
  • First major breakthrough: Johnson & Johnson, followed by Britannia.
  • Continued investment in talent and expertise.
2020
Resilience Amidst a Pandemic
  • Pivoted swiftly during COVID-19 to launch new branding, website, and digital channels.
  • First COVID-era project: Glanbia, followed by SIL Foods.
  • Expanded the consulting team with 2 additional experts.
2021
Regional Expansion
  • Launched ZA Consulting ME LLC in the Middle East.
  • Established strong footing in international consulting markets.
2022
Strengthening the Core
  • Onboarded two senior professionals to drive growth.
  • Expanded focus across FMCG and Healthcare verticals with deeper engagement.
2023
Accelerating Momentum
  • Hit record revenue milestones.
  • Served 25 unique customers, including 15 in FMCG and 7 in Healthcare.
  • Top clients: SIL Foods, TruAngle, Abbott, Dhampure, Desai Bros.
  • Doubled down on GTM strategy, sales execution, and org design.
2024 and Beyond
The Road Ahead

Scaling up capabilities in:

  • GTM Strategy and Sales Execution
  • Training & Capability Building
  • Recruitment & Talent Development
  • D2C, E-commerce & Modern Trade
  • Exploring new verticals: Beauty & Wellness, Mobiles, Footwear, Stationery, and more.
  • Vision: Be the preferred strategy-to-execution partner for distribution-led businesses.