With over 75 experts and a 500-member vision, the firm eyes 1800+ GCCs, MSMEs, and global expansion under Ashima Kakar’s leadership
Mumbai, May 6, 2025 – In a major strategic shift, NLB Services, a leading global digital talent and workforce solutions firm headquartered in Alpharetta, Georgia, has announced the launch of BrandPipal, its new standalone marketing and employer branding venture. With a sharp focus on Martech, data-led storytelling, and digital marketing, BrandPipal aims to capture the growing global demand for integrated branding solutions, and scale its operations twenty-fold within five years.
BrandPipal begins operations with a 75-member founding team and a mandate to scale to over 500 professionals. The firm targets a revenue milestone of $25 million by 2030. With a defined play across Global Capability Centers (GCCs), MSMEs, and enterprise clients in North America and the LATAM region, it marks NLB Services’ strategic foray beyond its core talent business into a full-fledged marketing and brand-building ecosystem.
“The launch of BrandPipal is a reflection of our long-term vision to evolve as a full-spectrum business solutions partner,” said Sachin Alug, CEO of NLB Services. “As Generative AI and automation reshape the business landscape, the need to blend data-backed insights with authentic storytelling has never been stronger. BrandPipal will help our clients lead with purpose and scale with precision.”
BrandPipal enters the market at a time when the branding landscape is undergoing rapid transformation. With more than 1,800 GCCs already operational in India and an estimated 400 new centers expected to launch in the next five years, the demand for differentiated employer branding, performance marketing, and AI-integrated campaigns is peaking.
The firm will offer sector-specific solutions such as go-to-market strategies, online reputation management, content marketing, influencer programs, visual identity design, digital assets, and analytics.
“This is a turning point for us,” said Ashima Kakar, Co-founder of BrandPipal and Head of Marketing at NLB Services. “We want to work with companies that have a clear purpose and help them build credibility, visibility, and identity in a digital-first world. Today, marketing is not just about creative visuals, it’s about combining strategy with storytelling, backed by data and AI maturity.”
BrandPipal has already secured several early clients across AI startups, global system integrators, the publishing sector, and the travel industry. It plans to prioritize onboarding high-impact clients within its first year, offering solutions that cut across brand building, recruitment marketing, and digital engagement.
NLB Services brings to this initiative its strong legacy of working with over 100 Fortune 500 companies, helping them with talent branding and workforce strategy. BrandPipal extends this experience into a new growth vertical with deeper capabilities in employer brand strategy, martech platform design, and AI-powered performance analysis.
With marketing becoming one of the most crucial verticals in organizational success, BrandPipal aims to fill the whitespace that exists between design firms and traditional agencies. It positions itself as a hybrid solution provider: one that brings together the intelligence of an analytics firm, the storytelling finesse of a content studio, and the business discipline of a consultancy.
The expansion into branding is timely. As global organizations increasingly set up GCCs across India, there is rising demand for agencies that understand both the local hiring landscape and the global brand expectations. NLB Services, with its roots in staffing and operations, is uniquely placed to serve this dual mandate.
BrandPipal’s five-year roadmap includes:
- Serving 1800+ existing and 400 upcoming GCCs with dedicated brand engagement teams
- Expanding its reach across North America, LATAM, and other emerging markets
- Growing its expert team from 75 to 500+
- Generating $25 million in revenue through diversified service offerings
