Gurugram, India – Oct 29: TheFifth.AI, a new-age Marketing Transformation and Consumer Consulting firm, today announced its official launch. Founded by a team of seasoned former Big Tech and industry operators, TheFifth.AI aims to bridge the long-standing gap between strategy and execution for consumer businesses.
Over the past decade, consumer growth metrics have evolved: from social media engagement and customer acquisition to GMV, consolidation, and now profitability and IPO-readiness. This shift has redefined what effective growth consulting requires. While consulting firms have helped brands build strong strategies and agencies have excelled at creativity and media, the ability to translate strategy into sustained business outcomes remains a challenge. TheFifth.AI addresses this gap by combining AI, hands-on operator expertise, and measurable execution to help consumer brands grow profitably, scalably, and sustainably.
“Across hundreds of conversations with founders, CXOs, and investors, one pattern stood out: while traditional consulting firms bring immense strategic value, and agencies bring creative and media excellence, there remains a clear need for partners who can connect both ends, translating strategy into sustained execution,” said Prateek Sinha, Managing Partner and CEO of TheFifth.AI. “TheFifth.AI was built differently to close that gap, bringing together the strategic rigour of consulting, the agility and expertise of operating teams, and the power of AI to deliver measurable business impact.”
TheFifth.AI offers three consulting services: growth strategy, brand building and customer experience, and cost transformation and optimization and positions itself as the fifth alternative to traditional consulting, distinct from strategy firms, agencies, in-house teams, and automation tools. The firm’s operating model combines hands-on industry experience with AI-enabled systems that deliver profitable, scalable, and sustainable growth for consumer brands.
The core team includes Prateek Sinha, Pratham Hegde, Mayank Jain, Amit Sinha, and Rohit Saini, leaders with experience across marketing, product, data science, and growth.
The advisory board comprises Kirthiga Reddy, Vatsal Mehta, and Nikhil Naredi, each bringing deep expertise in scaling businesses and building transformative organizations.
“I’ve known Prateek for a long time. His team’s application of AI, not just as a tool but as an intelligence layer across strategy, execution, and measurement, has the potential to meaningfully elevate how brands approach consumer marketing,” said Kirthiga Reddy, CEO of
Verix, a US-based leader in digital trust now powering the next wave of growth through a proprietary generative engine optimization platform. Reddy was former MD of Facebook India; she was also the first woman Investment Partner at SoftBank.
“Having led global teams at Meta, I’ve seen how the gap between strategy and execution limits marketing impact worldwide. TheFifth.AI’s ground-up model, built by industry specialists, effectively bridges this divide,” said Vatsal Mehta, former VP at Meta, where he spent 15 years building the company’s global advertising business across Business Engineering, Creative, and Measurement.
TheFifth.AI launches at a time when India’s marketing and consulting ecosystems are both expanding rapidly. The market is witnessing robust digital growth and strong performance by the Big 4 consulting firms, which have outpaced their global counterparts in India — underscoring the country’s growing importance in the global consulting landscape.
Together, these trends highlight a market ripe for innovation and a clear opportunity for new-age firms like TheFifth.AI to redefine how consulting translates strategy into execution.
