Jaydeep Singh
General Manager for India, Kaspersky
STRATEGIC BRAND OUTLOOK
Kaspersky is positioning its brand for FY 2025-26 with a clear focus on deepening its footprint in India, a key growth market. With a proactive, trustworthy, and innovation-led tonality, Kaspersky has tripled its workforce in India, strengthening its capabilities in sales, pre-sales, and support. The company is heavily investing in local talent and R&D, integrating global threat intelligence teams that monitor over 900 APT groups daily. Kaspersky is also focused on building strategic partnerships with government, enterprises, and SMBs to deliver cutting-edge cybersecurity solutions.
ELEVATING THE BRAND NARRATIVE
Kaspersky’s brand story is anchored in its mission to “build a safer world,” evolving from a traditional antivirus provider to a global cybersecurity leader focused on Cyber Immunity—designing systems that are secure by design.
To communicate this effectively and strengthen brand power in today’s hyper-competitive market, Kaspersky employs several strategies:
1) Thought Leadership: Through its Global Research and Analysis Team (GReAT), Kaspersky shares insights on advanced persistent threats (APTs) and emerging cyber risks, positioning itself at the forefront of cybersecurity research.
2) Educational Initiatives: Kaspersky offers security awareness training programs like the Automated Security Awareness Platform (ASAP) to educate users and organizations on cybersecurity best practices.
3) Transparency Efforts: The company has established Transparency Centers and launched the Global Transparency Initiative to allow stakeholders to review its code, software updates, and threat detection rules.
4) Localized Engagement: Recognizing the importance of regional markets, Kaspersky has expanded its operations in countries like India, tripling its workforce and enhancing research capabilities to address local cybersecurity needs.
VISION FOR INDIA’S TECH GROWTH
Kaspersky envisions a future IT landscape that is shaped by the growing convergence of AI, cloud computing, and secure digital infrastructure. As digital ecosystems become more complex, the need for proactive, intelligence-driven cybersecurity will be critical. In this dynamic environment, Kaspersky is positioning itself as a key enabler of digital trust and resilience.
To capitalize on India’s accelerating digital growth, Kaspersky has adopted a multi-layered strategy. Firstly, it has tripled its workforce in India, emphasizing local talent and capabilities in sales, support, and R&D. Secondly, through collaborations with Indian enterprises, government agencies, and educational institutions, Kaspersky is shaping a cyber-aware ecosystem.
Thirdly, Kaspersky is adapting its portfolio to India’s regulatory landscape and sector-specific needs, ensuring scalable and compliant protection. Additionally, by running cybersecurity awareness campaigns and training programs, the brand is nurturing a culture of security across India’s growing digital economy.
CONNECTING BRAND TO MARKET
“At Kaspersky, we ensure our brand’s messaging resonates by focusing on key strategies,” says Jaydeep Singh, General Manager for India, Kaspersky. “We tailor our messaging to address the specific cybersecurity challenges of different segments, from individuals to enterprises, informed by research and market trends, particularly in high-growth markets like India. Our messaging is adapted to regional needs, such as in India, where we align our offerings with local regulations and emerging threats, ensuring relevancy and trust.”
Kaspersky ensures that its messaging remains clear and consistent across all platforms, reinforcing trust and reliability, so the audience knows what Kaspersky stands for.
“We also actively listen to our customers and refine our messaging based on their feedback, ensuring that we meet their evolving security needs,” says Jaydeep. “These strategies help Kaspersky foster deeper connections and trust with our audience, ensuring our messaging is both relevant and impactful.”
FUTURE-FOCUSED INNOVATION
Kaspersky is prioritizing R&D and product innovation to stay ahead of industry shifts by continuously adapting to the rapidly changing technological landscape. Kaspersky has significantly expanded its R&D teams, including in high-growth markets like India, to enhance product innovation and accelerate the development of tailored cybersecurity solutions.
The company invests heavily in developing AI-driven tools and threat intelligence platforms to predict and mitigate emerging threats, ensuring that its solutions remain at the forefront of cybersecurity.
Its commitment to building “secure-by-design” technologies means that its R&D teams are focused on integrating advanced security features in both consumer and enterprise products, addressing new vulnerabilities as they emerge.
Kaspersky is heavily investing in local talent and R&D, integrating global threat intelligence teams that monitor over 900 APT groups daily. By aligning its offerings with local needs and fostering cybersecurity awareness, Kaspersky aims to drive preference and sustainable growth in the region.
